Title

Alternative measures of price perceptions: Implications for service evaluation models

Document Type

Article

Publication Title

Services Marketing Quarterly

Abstract

This study investigates the role of perceived price and the effects of alternative measures of perceived price (noncomparative or comparative) on the strengths of the relationships in service evaluation models. An extended service evaluation model is tested using alternative price measures with data from a sample of customers of a national retailer of automotive parts and services. The findings suggest that the way perceived price is measured affects the relationships in the model. Implications of the results are discussed and future research avenues are offered.

First Page

397

Last Page

417

DOI

10.1080/15332960903199380

Publication Date

10-1-2009

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