TY - JOUR
T1 - The effects of awareness and quality risk on the price-quality relationship among services
AU - Turley, L. W.
AU - Kelley, Scott W.
PY - 1995/6/13
Y1 - 1995/6/13
N2 - This study extends price-perceived quality research into the context of services. Quality risk, price, and awareness were manipulated in a 3 × 2 × 2 factorial design. The results of the experiment indicate that price and awareness interact in the formation of perceived service quality evaluations. In high awareness conditions, price is used as a cue to quality, but the price-quality relationship does not hold in low awareness situations.
AB - This study extends price-perceived quality research into the context of services. Quality risk, price, and awareness were manipulated in a 3 × 2 × 2 factorial design. The results of the experiment indicate that price and awareness interact in the formation of perceived service quality evaluations. In high awareness conditions, price is used as a cue to quality, but the price-quality relationship does not hold in low awareness situations.
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U2 - 10.1300/J127v01n01_06
DO - 10.1300/J127v01n01_06
M3 - Article
AN - SCOPUS:84952753980
SN - 1069-2533
VL - 1
SP - 57
EP - 76
JO - Journal of Customer Service in Marketing and Management
JF - Journal of Customer Service in Marketing and Management
IS - 1
ER -