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>The effects of price and brand on consumers' perceptions of service quality, service value and behavioral intentions: Pre-purchase versus post-purchase.
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The effects of price and brand on consumers' perceptions of service quality, service value and behavioral intentions: Pre-purchase versus post-purchase.
This dissertation synthesizes previous research from consumer research, psychology and applied economics to develop a conceptual model explaining the effects of perceived price and perceived brand on consumers' pre-purchase service expectations. This research also addresses the extent consumers' perceptions of value mediate the relationship between consumers' perceived service quality (i.e., pre-purchase expectations of service and post-purchase evaluations of actual service) and their behavioral intentions (e.g., willingness to buy and search intentions).; The objective of this dissertation was to develop and test a conceptual model which: (1) helps explain the effects of perceived price and perceived brand on consumers' pre-purchase expected service quality and (2) addresses the extent consumers' perceptions of value mediate the relationship between consumers' perceived service quality (i.e., pre-purchase expectations of service or post-purchase evaluations of actual service) and their behavior intentions (e.g., willingness to buy and search intentions).; To test this model and its propositions, an experiment was conducted. Respondents evaluated a hotel service given variations in advertised price, brand name and actual service performance. A confirmatory factor analytic computer program was used to assess the measurement properties of the scales. Manipulation effects were tested using analysis of variance techniques and certain relationships were tested using correlation and regression analyses.; Twelve of the fourteen hypothesized effects and relationships were supported by the empirical results. The results of the brand and price manipulations in the pre-purchase stage were very robust. The results also suggest that consumers rely more on information provided in the pre-purchase stage (i.e., price and brand name) to make evaluations in the pre-purchase. Conversely, post-purchase evaluations were dominated more by experience. Support was also found for a mediating role of service value in consumers' evaluations of willingness to buy and search intentions in both pre-purchase and post-purchase stages. Finally, the results also suggest a moderating role for actual service performance in consumers' evaluation of post-purchase perceived monetary sacrifice.
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