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Perceived Risk as a Determinant of Customer Value of Services

abstract According to the literature, services are perceived to be riskier than goods and tourism experiences especially have been considered as critical in consumers' perception of risk. And since the construct of perceived value has been identified as the dominant construct in the latest scholarly discussion on behavioural service performance measurement, a risk-adjusted framework of perceived value of services is proposed. Thus, little attention has been paid to post-purchase customer value this thesis will present a conceptual framework developed with respect to a profound review of perceived risk and customer value research. Including perceived risk, the proposed models that examine the influence of perceived risk on post-purchase perceived value add new insights to the scholarly discussion of perceived value. Furthermore, implications for future research and the impacts on marketing communication, service design and customer relationships will be discussed.
   
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partner
type dissertation project
status ongoing
start of project 2004
end of project 2005
additional informations Aufenthaltsort: University of Queensland, Brisbane
Referenten: Prof. Dr. Thomas Bieger (IDT-HSG), Prof. Dr. Christian Belz (IMH-HSG)
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contact Philipp Boksberger