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Role of supplementary services in the purchase of credit card services in India

Anita Goyal (Assistant Professor, Management Development Institute, Mehrauli Road, Sukhrali, Gurgaon – 122 001, India)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 December 2004

Abstract

Service products being intangible and experiential in nature are different to evaluate prior to purchase and consumption. Consumers perceive risk while purchasing services and rely on various information sources to make a purchase decision. In services, personal sources of information are considered more than non‐personal sources of information. The present study focuses on understanding the significance of supplementary services as nonpersonal source of information to consumers for pre‐purchase evaluation of credit card services. In other words, whether information regarding supplementary services can help consumers make pre‐purchase evaluation of credit cards. In addition to pre‐purchase evaluation, the impact of supplementary services is studied towards post‐purchase evaluation of credit card services. Supplementary services being a part of full service product offer by marketers can be utilised as a beneficial tool to create interest and developing awareness among consumers.

Keywords

Citation

Goyal, A. (2004), "Role of supplementary services in the purchase of credit card services in India", Asia Pacific Journal of Marketing and Logistics, Vol. 16 No. 4, pp. 36-51. https://doi.org/10.1108/13555850410765258

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited