The effect of perceived service quality and name familiarity on the service selection decision
Abstract
Considerable attention has been focussed on the measurement of service quality. In fact, the 1990s has been referred to as the era of customer service. However, little empirical research has been done to demonstrate the impact of service quality on usage decisions. Product (brand or service) name familiarity is another variable that has been recognized as having a major influence on the choice of products (services). Reports the findings of an experimental study investigating the impact of service quality and name familiarity on the respondents’ attitudes and intention to use these services.
Keywords
Citation
Arora, R. and Stoner, C. (1996), "The effect of perceived service quality and name familiarity on the service selection decision", Journal of Services Marketing, Vol. 10 No. 1, pp. 22-34. https://doi.org/10.1108/08876049610106699
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited