Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218142 
Year of Publication: 
1995
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 26 [Issue:] 3 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 1995 [Pages:] 81-89
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract: 
Perceived risk is known to be an important determinant of consumer behaviour. However, prior research has focussed on goods rather than services. The purpose of this exploratory research was to identify any differences between goods and services in terms of perceived risk and risk reduction strategies. Two new components of risk, namely specification risk and the risk of loss of control, were identified as being specifically associated with services. Empirical evidence gathered leads to the conclusion that as far as risk is concerned, a simple classification of products as goods or services is inadequate: an additional hybrid class comprising both goods and services is also necessary. These three categories of product are associated with different types of perceived ask. Also, risk reduction strategies were found to be dependent on product rather than on the type of risk.
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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