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The effect of perceived service quality and name familiarity on the service selection decision

Raj Arora (Raj Arora is Schutte Professor of Marketing at the University of Missouri, Kansas City, Missouri, USA; and Charles Stoner is McCord Professor of Management at Bradley University, Peoria, Illinois, USA)
Charles Stoner (Charles Stoner is McCord Professor of Management at Bradley University, Peoria, Illinois, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1996

3812

Abstract

Considerable attention has been focussed on the measurement of service quality. In fact, the 1990s has been referred to as the era of customer service. However, little empirical research has been done to demonstrate the impact of service quality on usage decisions. Product (brand or service) name familiarity is another variable that has been recognized as having a major influence on the choice of products (services). Reports the findings of an experimental study investigating the impact of service quality and name familiarity on the respondents’ attitudes and intention to use these services.

Keywords

Citation

Arora, R. and Stoner, C. (1996), "The effect of perceived service quality and name familiarity on the service selection decision", Journal of Services Marketing, Vol. 10 No. 1, pp. 22-34. https://doi.org/10.1108/08876049610106699

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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