The importance of service quality determinants in advertising a professional service: an exploratory study

Kenneth E. Clow (Assistant Professor of Marketing, Pittsburg State University, Pittsburg, Kansas, USA)
Carolyn Tripp (Associate Professor of Marketing, The University of Tennessee at Martin, Martin, Tennessee, USA)
James T. Kenny (Assistant Professor of Marketing at Western Illinois University, Macomb, IL, USA)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 April 1996

Abstract

Although the task of delivering consistent service quality to consumers by service professionals has been studied widely, little research has focussed on service quality cues in professional services advertising. Examines the relationship between the encoding of core service quality dimensions in a professional service’s advertisement and consumers’ perceptions of risk, service provider expertise and purchase intentions. Finds that: all five service quality dimensions decreased consumers’ perceptions of purchase risk; tangible, reliability, assurance and empathy cues in a professional service advertisement increased consumers’ perceived expertise of the professional service; both perceived expertise and perceived risk had a direct impact on purchase intentions. Discusses the relationships and the managerial implications of these ties to a professional service advertiser.

Keywords

Citation

Clow, K., Tripp, C. and Kenny, J. (1996), "The importance of service quality determinants in advertising a professional service: an exploratory study", Journal of Services Marketing, Vol. 10 No. 2, pp. 57-72. https://doi.org/10.1108/08876049610114267

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Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

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