| Автор | Clow, Kenneth E. |
| Автор | Baack, Donald |
| Автор | Fogliasso, Chris |
| Дата выпуска | 1998 |
| dc.description | ABSTRACTAlthough the importance of delivering consistent service quality to consumers by service professionals has been widely studied, little research has focused on the advertising of professional services. Through actual ad exposure, this research examines the relationship between the encoding of service quality dimensions in a professional services advertisement and a consumer's perceptions of purchase risk. Findings indicate that four of the service quality dimensions decreased consumers' perceptions of risk. Discussion centers on the relationships and the managerial implications of these tics to a professional service advertiser. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Reducing Perceived Risk Through Advertising Service Quality Cues |
| Тип | research-article |
| DOI | 10.1300/J090v16n02_08 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 16 |
| Первая страница | 151 |
| Последняя страница | 162 |
| Аффилиация | Clow, Kenneth E.; Department of Management and Marketing, Kelce School of Business, Pittsburg State University |
| Аффилиация | Baack, Donald; Department of Management and Marketing, Kelce School of Business, Pittsburg State University |
| Аффилиация | Fogliasso, Chris; Department of Management and Marketing, Kelce School of Business, Pittsburg State University |
| Выпуск | 2 |
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