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encourages their use in situations of high perceived risk. 25 Murray 18 has shown empirically that in the case of services, consumers engage in more word-of-mouth and personal sources of information as a risk-coping strategy. Owing to the dominance of experience and credence qualities in services, consumers seem to seek and rely more on information from personal sources than nonpersonal sources while evaluating services prior to purchase. 26 According to Freiden and Goldsmith 27 marketing originated messages — a nonpersonal source of information — are found to be of limited direct value in consumer decisions toward professional services, which consist mainly of credence qualities.http://www.szdhsjt.com/liuxuezuoyedaixie/xinxilanzuoye/ The focus of the present study is to understand the role of supplementary services, as a nonpersonal source of information being offered and communicated by the marketer, towards perceived risk in credit card purchase. Goyal 334 Journal of Financial Services Marketing Vol. 12, 4 331–345 © 2008 Palgrave Macmillan Ltd 1363-0539 $30.00 Supplementary services The service as a product is essentially described as a package or bundle of different services, tangibles and intangibles, which all together form the total product. The package is divided into two main categories: the fi rst one is the main service, which is called the ‘ core service ’ 28,29 or ‘ substantive service ’ . The other one is ‘ auxiliary services ’ or ‘ extras ’ , which are often referred to as ‘ peripherals ’ or ‘ peripheral services ’ . 29 These are also known as supplementary services. 30,31 The core service is the basic value provided by the service product. It is the reason to purchase or consume services. This is the reason for which any company is in business too. Supplementary services are those that facilitate and enhance use of the core services. These are services other than core that companies offer to their customers to give additional value to their products or to encourage customer loyalty. 30,31 Augmenting the service by building extras into the basic service is also considered as a relationship marketing strategy. 32 Using ‘ extras ’ as part of the service product in order to differentiate the service has also been discussed by Levitt. 33 In this way, the service is differentiated from those of the competitors. Having been offered these extras, the customers fi nd them attractive as well as benefi cial and therefore, prefer doing business with the company that supplies them. Gronroos 34 has identifi ed the need to |
