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Journal cover: Journal of Services Marketing

Journal of Services Marketing

ISSN: 0887-6045

Online from: 1987

Subject Area: Marketing

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Perceived risk and outcome differences in multi-level service relationships

Document Information:
Title:Perceived risk and outcome differences in multi-level service relationships
Author(s):Gerrard Macintosh, (Associate Professor, College of Business, North Dakota State University, Fargo, North Dakota, USA)
Citation:Gerrard Macintosh, (2002) "Perceived risk and outcome differences in multi-level service relationships", Journal of Services Marketing, Vol. 16 Iss: 2, pp.143 - 157
Keywords:Outcomes, Perception, Relationship marketing, Risk, Service
Article type:Research paper
DOI:10.1108/08876040210422682 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Service relationships are often complex, involving multi-level relationships. Customers can have relationships with the firm and interpersonal relationships with service personnel that vary in terms of strength and intensity. A study was designed to examine the relationship between perceived risk and type of service relationship. It also examined outcomes differences between different types of service relationships. The results suggest that consumers who have strong interpersonal relationships have the highest perceptions of category risk and the lowest perceptions of specific provider risk. The results also indicate that outcomes vary across different types of relationships. Customers who have strong interpersonal or strong person-to-firm relationships are less interested in alternatives, but only customers with strong interpersonal relationships are more dedicated, evidenced by greater cooperation, enhancement, identity, and advocacy.

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