This study investigated how consumers' perceptions of category-level product risk influence their satisfaction judgments and behavioral intentions with regard to services. One hundred and twenty two business travelers evaluated a hypothetical scenario displayed on computer monitors. The participants' perceptions of risk for business hotels were measured on a previously established three-item risk scale. Based on the median perceived risk, the participants were assigned into high and low groups. The results of this investigation suggest that the primary consequences of high perceived risk are negative; elevated levels of perceived product-category risk translated into lower overall satisfaction ratings, weaker repurchase intentions, and less willingness to generate word-of-mouth referrals. The managerial implications of the findings are briefly discussed.
All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management
- Strategy and Management