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An experimental investigation of the effects of perceived co-consumer age on younger consumers' expectations of service quality

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An experimental investigation of the effects of perceived co-consumer age on younger consumers' expectations of service quality

Saleh, Katayoun (2000) An experimental investigation of the effects of perceived co-consumer age on younger consumers' expectations of service quality. Masters thesis, Concordia University.

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Abstract

Many services offer their services in the presence of multiple consumers who share the servicescape with each other (i.e., co-consumers). This study examines how co-consumer age, as an element of the servicescape, affects younger consumers' service experience. An experiment was conducted where three service settings (rafting trips, restaurants, classrooms) and three categories of co-consumer age (young, middle-aged, old) were manipulated using a student sample of two hundred and forty-three. Across the three services studied, younger consumers' expectations of service quality did not vary depending on whether co-consumers were young, middle-aged, or older adults. However, for both the rafting and restaurant settings, younger consumers' attitudes toward co-consumers were more favorable when co-consumers were younger than older adults. In addition, for the classroom setting, younger consumers' patronage intentions were higher when co-consumers were young adults than when they were middle-aged adults. Limitations of the study as well as directions for future research are discussed

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Saleh, Katayoun
Pagination:viii, 108 leaves ; 29 cm.
Institution:Concordia University
Degree Name:Theses (M.Sc.Admin.)
Program:John Molson School of Business
Date:2000
Thesis Supervisor(s):Thakor, Mrugank V
ID Code:1045
Deposited By:Concordia University Libraries
Deposited On:27 Aug 2009 13:16
Last Modified:08 Dec 2010 10:18
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