The Resource Service after the sale as a risk reducer : a conceptual model and empirical study, by Simone A. Marlock

Service after the sale as a risk reducer : a conceptual model and empirical study, by Simone A. Marlock

Label
Service after the sale as a risk reducer : a conceptual model and empirical study
Title
Service after the sale as a risk reducer
Title remainder
a conceptual model and empirical study
Statement of responsibility
by Simone A. Marlock
Creator
Subject
Language
eng
Summary
Uncertainty-reduction and utility-maximization frameworks are used to investigate the effects of service after the sale as a risk reducer on brand purchase intentions. The mediating effect of consumer after-sales service expectations and the moderating effect of after-sales service importance are examined. Consumer after-sales service experience/knowledge is considered as a covariate. This research is intended to help marketing managers avoid the under- or over-servicing of new (risky) product offerings by enhancing their understanding of how consumers respond to different after-sales service offerings within a risk context. This study is among the first to manipulate both service after the sale and risk (via endorsement) in the same experimental design. A survey method, incorporating simulated print ads, is utilized to conduct the experiment. The study is replicated over product (an automobile and a personal computer). Subjects recruited for the study span a large age range, with approximately half of the sample constituting adult students (aged 21-54) and the other half members of a national education organization (aged 55+). The indirect influence of stated after-sales service level on purchase intention and the role of after-sales service as a risk reducer are demonstrated for both products while the moderated influence of stated after-sales service level is shown solely for automobiles. A significant covariate effect of consumer after-sales service experience/knowledge is found likewise for automobiles only. These results imply that it is not enough for firms simply to communicate a superior after-sales service offering. They also must take into account consumers' beliefs that the offering will fulfill their needs and (though not consistently demonstrated) the importance of the offering to consumers. This research additionally stresses that not all consumers may know the utility/value of an after-sales service offering. Furthermore, this study reinforces the notion that consumers can use service after the sale as a way to help reduce the uncertainty surrounding a purchase
Additional physical form
Also available on the Internet.
Cataloging source
MUU
http://library.link/vocab/creatorName
Marlock, Simone A
Degree
Ph. D.
Dissertation year
2002.
Government publication
government publication of a state province territory dependency etc
Granting institution
University of Missouri-Columbia
Illustrations
illustrations
Index
no index present
Literary form
non fiction
Nature of contents
  • bibliography
  • theses
http://library.link/vocab/subjectName
  • Customer services
  • Aftermarkets
  • Risk perception
  • Risk management
Target audience
specialized
Label
Service after the sale as a risk reducer : a conceptual model and empirical study, by Simone A. Marlock
Instantiates
Publication
Note
  • Typescript
  • Vita
Bibliography note
Includes bibliographical references (leaves 187-197)
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
54052491
Dimensions
29 cm
Dimensions
unknown
Extent
2 volumes (xii, 457 leaves)
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Specific material designation
remote
Label
Service after the sale as a risk reducer : a conceptual model and empirical study, by Simone A. Marlock
Publication
Note
  • Typescript
  • Vita
Bibliography note
Includes bibliographical references (leaves 187-197)
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
54052491
Dimensions
29 cm
Dimensions
unknown
Extent
2 volumes (xii, 457 leaves)
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Specific material designation
remote

Library Locations

    • University of Missouri Libraries DepositoryBorrow it
      2908 Lemone Blvd, Columbia, MO, 65211, US
      38.919360 -92.291620
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