How much more are consumers willing to pay for a higher level of service? A preliminary survey

How much more are consumers willing to pay for a higher level of service? A preliminary survey A survey was conducted using conjoint analysis to determine how consumers perceived the relative importance of price vs. quality of service in the selection of restaurants. The use of conjoint analysis enables one to mimic the trade-off situation in a consumer's choice process. The results showed that price was a more important factor than quality of service. Estimates are also made regarding how much more respondents are willing to pay for a higher level of service. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

How much more are consumers willing to pay for a higher level of service? A preliminary survey

Journal of Services Marketing, Volume 15 (1): 7 – Feb 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876040110381328
Publisher site
See Article on Publisher Site

Abstract

A survey was conducted using conjoint analysis to determine how consumers perceived the relative importance of price vs. quality of service in the selection of restaurants. The use of conjoint analysis enables one to mimic the trade-off situation in a consumer's choice process. The results showed that price was a more important factor than quality of service. Estimates are also made regarding how much more respondents are willing to pay for a higher level of service.

Journal

Journal of Services MarketingEmerald Publishing

Published: Feb 1, 2001

Keywords: Pricing; Restaurants; Consumer behaviour

References

  • Reliability‐constrained pricing, capacity, and quality: an illustration of economic concepts to postal services
    Boronico, J.S
  • Quality in the service sector
    Lewis, B.R

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