What is it about?
The empirical study examines how important the ethical attributes of a service are, relative to other performance-related attributes. It establishes a link between the importance of ethics and the degree of direct contact that consumers have with service providers. It also investigates the choice process, and whether all service attributes (including ethics related ones) are considered simultaneously or in a step-wise manner.
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Why is it important?
Ethics and their importance in the choices consumers make between service providers is not well understood. People talk about the importance of ethical behavior and social responsibility on the part of corporations, without understanding the role that perceptions of ethics play in the selection of services.
Perspectives
This project gave me the opportunity to apply methodologies such as nested logit analysis and conjoint analysis to an issue - the importance of perceptions of ethics in consumer choice - that I have long found fascinating.
Abhik Roy
Quinnipiac University
Read the Original
This page is a summary of: Consumer choices among service brands offering ethical attributes, Service Industries Journal, July 2018, Taylor & Francis,
DOI: 10.1080/02642069.2018.1502752.
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