Applying Service Performance Guarantees to Reduce Risk Perception in the Purchase and Consumption of Higher Education
The intangible nature of education is one contributor to consumers’ perception of risk prior to their purchase and consumption. This risk includes: functional risk, financial risk, temporal risk, physical risk, psychological risk and social risk. The presence of these risks often makes consumer e...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
UiTM Publisher
2006-12-01
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| Series: | Asian Journal of University Education |
| Online Access: | https://www.rmc.uitm.edu.my/images/stories/AJUE/vol2-no2/bab%203.pdf |