Consumer Perceptions of the Efficacy of Price as an Index of Professional Service Quality

The study reported focuses on the price-quality perception for four professional Services-physicians, dentists, optometrists, and lawyers. Cluster analysis was performed to dis cover possible differences among consumers in the strength of the price-quality be lief. In addition, the impact that perce...

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Bibliographic Details
Published in:Services marketing quarterly 2001-07, Vol.22 (2), p.29-48
Main Authors: Hill, C. Jeanne, Garner, S. J.
Format: Article
Language:English
Subjects:
Cluster analysis
Marketing
Perceptions
price-quality per ceptions
Prices
professional Services
Professionals
Quality of service
Studies
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Summary:The study reported focuses on the price-quality perception for four professional Services-physicians, dentists, optometrists, and lawyers. Cluster analysis was performed to dis cover possible differences among consumers in the strength of the price-quality be lief. In addition, the impact that perceived service complexity, variability of procedures, and stress may have on propensity to believe price is an indicator of Service quality was in vestigated. Over all, a strong price-quality perception was found for all four profes sions. How ever, respondents differed significantly in the strength of the perception, with younger respondents living in smaller cities most likely to hold strong price-quality be liefs. Only weak Relationships were found be tween price-quality and complexity, pro cedures, and stress.
ISSN:1533-2969
1533-2977
DOI:10.1300/J396v22n02_03