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functional and psychological perceived risk associated with credit card services. Marketers of credit cards can enhance the value of services to customers and can thus enhance purchase possibilities by reducing perceived risk through supplementary services that are controllable. Perceived risk in fi nancial services marketing is an important factor from the consumers ’ point of view for purchase decisions and is also an issue of signifi cance to service marketers. It is an original attempt to examine the relationship between perceived risk and supplementary services. Journal of Financial Services Marketing (2008) 12, 331 – 345. doi: 10.1057/palgrave.fsm.4760086 Keywords Supplementary services , perceived risk , credit cards , services marketing , fi nancial services Goyal  332 Journal of Financial Services Marketing Vol. 12, 4 331–345 © 2008 Palgrave Macmillan Ltd 1363-0539 $30.00 in their physical form; they are also intangible from a mental point of view as they are not easily defi ned and may be diffi cult to understand. 4 Owing to a lack of complete understanding, uncertainty of purchase outcome and money involved, consumers perceive risk in the purchase of fi nancial services. As a result, pre-purchase perceived risk with fi nancial services is of concern for marketers because it is diffi cult for consumers to evaluate the services prior to purchase. According to Laroche et al ., 5 the mental dimension of intangibility is the most correlated dimension with perceived risk than the other two dimensions of intangibility, namely physical intangibility and generality. Their research has also indicated that the same is true even when the customer has knowledge of and involvement in the purchase. Thus, the challenge for marketers is to make their offers mentally tangible. One exploratory study 6 fi nds that purchasing e-banking services is perceived to be riskier than purchasing traditional banking services. In terms of the credit card as a service product, every marketer has to provide the revolving credit facility (core service) without which the service product would not be called a credit card. It means that one can pay the amount spent through the credit card in installments (as per the conditions specifi ed by the bank). In addition to the core service, there are a number of additional features, that is, supplementary services viz. credit card with ATM facility and cash withdrawal, offered by credit card marketers for enhancing the value of services. This study looks at these supplementary services, which might be considered a nonpersonal source of information, as a tool to handle the perceived risk associated with credit cards. |
