What is it about?
The paper is focused on the discussion about the impact of corporate reputation on the customer decision whether to buy services or not when they can't assess the quality before buying.
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Why is it important?
Service customers face with high risks in the pre-purchase phase and they are locking for the instruments to help them to make a right choice. Since corporate reputation is important factor for risks decreasing in the purchasing process, service companies that have high reputation will have significant significant competitive advantage.
Perspectives
Findings provide overview of critical factors to which service providers have to focus in order to improve the company reputation and furthermore customer preferences.
Vesna Babic-Hodovic
Read the Original
This page is a summary of: Influence of Banks’ Corporate Reputation on Organizational Buyers Perceived Value, Procedia - Social and Behavioral Sciences, January 2011, Elsevier,
DOI: 10.1016/j.sbspro.2011.09.063.
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