2015 | OriginalPaper | Buchkapitel
Risk Perception In Remote Service Encounters
verfasst von : Stefanie Paluch, Nancy Wünderlich
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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Despite the rapid growth and potential for remote services from a technology and productivity perspective, the biggest challenges that managers often face are gaining customer acceptance and increasing usage of these new innovative services. Recent studies show that customers perceive technology-mediated services as very risky. Risk has been researched most intensely in the context of consumer behavior. Only few studies focused on risk perceptions of B2B services customers.