天选者亚济,梁兴初,法国美眉
perceptions regarding the ability of supplementary services to meet their fi nancial requirements and manage functional risk. With respect to gender categories, females place more functional value on supplementary services than males. In case of the age categories, however, a particular age group does not perceive more functional utility of all additional benefi ts over other age groups. Different age categories have preferences for different supplementary services to fulfi l their functional needs from credit cards. The results indicate, however, that younger people associate more functional value to supplementary services with credit cards. There is a favourable perception of supplementary services in controlling the psychological risk too. Respondents feel mental satisfaction to have supplementary services with credit cards. Here, contrary to the perception towards functional benefi ts from supplementary services, in gender categories males perceive more psychological utility than females and in age categories older people draw more psychological value than younger people. MANAGERIAL IMPLICATIONS 1. The study has revealed that presence of supplementary services can manage consumer perceptions towards functional risk and psychological risk. It is reviewed from past studies that, in the case of services, due to lack of pre-purchase search options, there is an increase in the level of perceived risk. As a result, marketers can provide suffi cient information about various supplementary services to potential consumers, which may function as a reliable source of information and can help them to make reduced risk-based decisions. In other words, more potential buyers may be converted into actual buyers. 2. The age group 18 – 25 years shows a positive response for the functional aspect of supplementary services, although Managing perceived risk for credit card purchase © 2008 Palgrave Macmillan Ltd 1363-0539 $30.00 Vol. 12, 4 331–345 Journal of Financial Services Marketing 343 ranked low on psychological risk perception. The present supplementary service features, however, may not be of direct relevance to this age group like insurance for spouse and an add-on card due to their lifestyle. Marketers, therefore, can develop relevant supplementary services for this age group and can tap nontraditional users for growth. 3. One of the signifi cant applications can be derived from the fact that supplementary services are able to address the psychological risk associated with credit card purchase for the 55 + year age group market. Thus, the 55 + year age group can be satisfi ed for psychological |
