Applying service performance guarantees to reduce risk perception in the purchase and consumption of higher education / Nooraini Mohamad Sheriff and Faridah Hassan

• Main Authors: Mohamad Sheriff, Nooraini, Hassan, Faridah
• Format: Article
• Language: English
• Published: ACRULeT, Faculty of Education & UiTM Press 2006
• Online Access: http://ir.uitm.edu.my/id/eprint/6645/1/AJ_NOORAINI%20MOHAMAD%20SHERIFF%20AJUE%2006.pdf; http://ir.uitm.edu.my/id/eprint/6645/; https://education.uitm.edu.my/ajue/

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 eval...