Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

Role of supplementary services in the purchase of credit card services in India

Role of supplementary services in the purchase of credit card services in India Service products being intangible and experiential in nature are different to evaluate prior to purchase and consumption. Consumers perceive risk while purchasing services and rely on various information sources to make a purchase decision. In services, personal sources of information are considered more than non‐personal sources of information. The present study focuses on understanding the significance of supplementary services as nonpersonal source of information to consumers for pre‐purchase evaluation of credit card services. In other words, whether information regarding supplementary services can help consumers make pre‐purchase evaluation of credit cards. In addition to pre‐purchase evaluation, the impact of supplementary services is studied towards post‐purchase evaluation of credit card services. Supplementary services being a part of full service product offer by marketers can be utilised as a beneficial tool to create interest and developing awareness among consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Role of supplementary services in the purchase of credit card services in India

Asia Pacific Journal of Marketing and Logistics , Volume 16 (4): 16 – Dec 1, 2004

Loading next page...
 
/lp/emerald-publishing/role-of-supplementary-services-in-the-purchase-of-credit-card-services-YXGjbyBGzN

References (18)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555850410765258
Publisher site
See Article on Publisher Site

Abstract

Service products being intangible and experiential in nature are different to evaluate prior to purchase and consumption. Consumers perceive risk while purchasing services and rely on various information sources to make a purchase decision. In services, personal sources of information are considered more than non‐personal sources of information. The present study focuses on understanding the significance of supplementary services as nonpersonal source of information to consumers for pre‐purchase evaluation of credit card services. In other words, whether information regarding supplementary services can help consumers make pre‐purchase evaluation of credit cards. In addition to pre‐purchase evaluation, the impact of supplementary services is studied towards post‐purchase evaluation of credit card services. Supplementary services being a part of full service product offer by marketers can be utilised as a beneficial tool to create interest and developing awareness among consumers.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Dec 1, 2004

Keywords: Supplementary services; Pre‐purchase evaluation; Postpurchase evaluation; Consumer decision making; Credit cards,; Services marketing

There are no references for this article.