An exploratory investigation of consumer decision making in the service sector

Abstract

Explores the set of service firms actually considered by consumers for a purchase (the evoked set), the ratio of the evoked set to the total number of service providers, the number of evaluative criteria used to evaluate services, and the perceptions of risk associated with the purchase of consumer services.

Citation

Turley, L.W. and LeBlanc, R.P. (1993), "An exploratory investigation of consumer decision making in the service sector", Journal of Services Marketing, Vol. 7 No. 4, pp. 11-18. https://doi.org/10.1108/08876049310047706