The effect of guarantees on consumers' evaluation of services

Article Abstract:

The implementation of guarantee services results to improved customer perception of service quality particularly when the market is marked with wide disparities in service quality. The effectiveness of guarantee services, however, is mitigated when other quality indicators are available in different market situations. Nevertheless, the presence of information about the service quality level of the firms offering guarantees and the service guarantee itself interact to affect the pre-purchase analysis of consumers.

Consumer Behavior, Models, Analysis, Marketing models

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Marital influence in the decision-making process for services

Article Abstract:

Spousal decision-making is an important area of interest for marketing researchers. However, empirical research in this area has generally focused on goods. Meanwhile, services have been becoming more and more economically dominant. Thus, it is important for researchers to study the respective roles played by husbands and wives in the decision-making process for services. Spousal decision-making for four specific services are compared and analyzed.

Research, Decision-making, Decision making, Demographic aspects, Married people

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