Strategies for Reducing Perceptions of Quality Risk in Services
L.W. Turley
(Assistant Professor of Marketing at Western Kentucky University in Bowling Green, Kentucky.)
365
Abstract
Explores the extent to which consumers perceive various services as quality‐risk purchases. Describes a panel study which indicated that problem is felt by most types of services and therefore should be considered by service managers. Discusses possible strategies for reducing this perception.
Keywords
Citation
Turley, L.W. (1990), "Strategies for Reducing Perceptions of Quality Risk in Services", Journal of Services Marketing, Vol. 4 No. 3, pp. 5-12. https://doi.org/10.1108/EUM0000000002513
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited