The study examined the way in which service quality at the point of purchase influences consumers' perceptions of value and willingness to buy. Two alternative theoretically justifiable models were compared. Consumer perceptions of a specific service encounter were collected from two samples of shoppers who were actively searching for an electrical appliance. The results obtained indicated that a salesperson's knowledge influenced consumer perceptions of product quality, while the manner of the salesperson, although influencing willingness to buy indirectly through product knowledge, also had a direct effect, independent of product evaluation, on willingness to buy. Further, it was found that perceptions of service quality during a service encounter influenced consumers' willingness to buy more than did perceptions of product quality. Implications for marketers and future research directions are discussed.
Journal of Retailing and Consumer Services – Elsevier
Published: Jan 1, 1997
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