An exploratory investigation of consumer decision making for selected professional and nonprofessional services

Richard Ettenson, Kathryn Turner

Research output: Contribution to journalArticle

16 Scopus citations

Abstract

Uses services classification schemes to distinguish a professional service (doctors) from two nonprofessional services (photo finishers and dry cleaners). New residents to a community evaluate profiles for each of these service providers. Uses conjoint analysis to identify the relative importance of six attributes for each service in consumers’ decision making. As expected, finds differences in the use of attributes between the professional and the two nonprofessional services. Contrary to expectations, finds differences between the two nonprofessional services. Discusses managerial implications.

Original languageEnglish (US)
Pages (from-to)91-104
Number of pages14
JournalJournal of Services Marketing
Volume11
Issue number2
DOIs
StatePublished - Apr 1 1997
Externally publishedYes

Keywords

  • Consumers
  • Decision making
  • Professional service firms

ASJC Scopus subject areas

  • Marketing

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