Professional Documents
Culture Documents
Jerry Gotlieb
Western Kentucky University
Howard Marmorstein
University of Miami
The authors wish to acknowledge the helpful suggestions provided by Diana Grewal,
the three anonymous reviewers and the associate editor—Richard Feinberg.
Dhruv Grewal was partly funded by a School of Business Summer Research Grant at
the University of Miami. All authors contributed equally and the order of authorship is
listed randomly.
Address correspondence to Dhruv Grewal, Department of Marketing, University of
Miami, Coral Gables, FL 33124.
579 © 2000 Human Sciences Press, Inc.
580 JOURNAL OF BUSINESS AND PSYCHOLOGY
to purchase (Dodds, Monroe and Grewal 1991; Rao and Monroe 1989;
Wheatley, Chui and Goldman 1981). Interestingly, however, the large
number of studies of the price-quality effect is not indicative of the limited
range of conditions to which this finding can be generalized.
In fact, the vast majority of studies in this domain share common
characteristics that have led to four important gaps in the marketing
literature. First, the effect of price on assessments of quality has typically
been measured before the subjects have an opportunity to consume the
product. This gap is particularly important because the cognitive process
that consumers use to make pre-purchase judgments seems to be different
from that which is used to make post-purchase judgments (e.g., Gardial
et al. 1994). Second, nearly all price-perceived quality studies have used
absolute prices; thus, there is virtually no empirical evidence concerning
the influence of relative prices (i.e., price expectations) on perceived qual-
ity. However, researchers indicate that consumers' expectations tend to
affect perceived service quality (e.g., Parasuraman, Zeithaml and Berry
1988). Therefore, it may be particularly important to determine whether
the expectation framework should be applied to help understand the
influence of price on service quality. Third, most studies that have as-
sessed the effect of price on quality have used physical products rather
than intangible services. Although there are numerous studies of service
quality (e.g., Cronin and Taylor 1992; Parasuraman, Zeithaml and Berry
1988), the influence of price expectations on post-purchase perceived qual-
ity of services has not been reported in the services quality literature.
Fourth, price-perceived quality research has invariably been conducted
in laboratory settings in which the influence of the physical environment
has not been considered. However, there is empirical evidence which
indicates that the physical environment moderates at least the prepur-
chase perception of services (e.g., Bitner 1992). If the physical environment
also moderates the effect of price expectations on post-purchase perceived
quality, then the physical environment might be a more important vari-
able than has been recognized in the marketing literature. The previous
discussion suggests that the marketing literature has significant gaps
concerning the effects of price, the physical environment, and the cognitive
process through which consumers evaluate post-purchase service quality.
Accordingly, the purpose of this paper is to provide a conceptual frame-
work and empirical evidence that helps fill these four gaps in the market-
ing literature.
BACKGROUND
Intangibility of Services
One characteristic that differentiates services from goods is their
intangibility. As mentioned earlier, the intangibility of a service creates
an extra burden in assessing quality. While some services are aptly de-
scribed as experience goods (e.g., an eye exam and lens prescriptions),
others are more closely akin to credence products (e.g., surgery). In the
latter cases, most consumers will find it difficult or impossible to evaluate
the service received even after they have consumed it. Thus, previous
research suggesting that consumers are more likely to make use of price
582 JOURNAL OF BUSINESS AND PSYCHOLOGY
information when they lack the expertise to evaluate the product (e.g.,
Rao and Monroe 1988) bears directly on the price-perceived quality rela-
tionship for services. Specifically, this suggests that consumers may con-
tinue to use price as a "heuristic" to evaluate the quality of a service even
after it has been delivered and experienced.
(hotel: $2.65) than for the less positive context (grocery store: $1.50).
Similarly, Grewal and Baker (1994) found that contextual cues affected
consumers' price acceptability estimates in a retail setting. In summary,
the marketing and the psychological literatures suggest that contextual
cues are often used to evaluate prices, products, and services.
METHOD
physical and human stimuli have the potential for influencing consumers'
judgments (Bitner 1992). For example, a service that is primarily equip-
ment based would be inappropriate for this study because consumers
might naturally focus on the equipment and/or the facility; this focus
would enhance the probability that the hypotheses would be supported.
Second, the service should not be one for which consumers are likely to
use simple heuristics to judge quality as a result of their low involvement
(Chaiken 1980; Mitra 1995). Bitner (1992) has identified hospital services
as providing a complex physical environment in which consumers tend
to be highly involved. Therefore, the study that follows examines the
effects of price and service context on consumers' post-consumption evalu-
ations of the quality of health care service received.
Measures
A preliminary set of items was developed based on past research
in service and services marketing. The proposed questions were then
examined by medical and administrative personnel in the hospital setting
to be examined. Additionally, a pretest was conducted with a group of
patients. Following receipt of their responses, each pretest patient was
interviewed by one of the researchers. These procedures ensured that the
items were understood and had the intended meaning to a sample of
respondents drawn from the target population.
Perceived Service Quality. The measure of post-purchase perceived service
quality was based on previous research in this domain (e.g., Carman 1990;
Cronin and Taylor 1992; Groonros 1982; Parasuraman, Zeithaml and
Berry 1986). An eight-item, performance-based semantic differential scale
was used in the survey to measure post-purchase perceived quality. The
D. GREWAL, J. GOTLIEB, AND H. MARMORSTEIN 585
explained by the two factors. The specific factor loadings were in accord
with theoretical expectations (all eight service quality items loaded on
the first factor—loadings were greater than .78 and cross-loadings were
less than .35 and the two contextual items loaded on the second factor—
loadings were greater than .86 and cross-loadings less than .27). Confirma-
tory factor analysis was also conducted to assess the convergent and
discriminant validity of the service quality and service context constructs.
Procedures suggested by Fornell and Larker (1981) were followed. The
standardized path coefficients for the eight service quality indicators were
all greater than or equal to .75. The standardized path coefficients for
the two service context indicators were .85 and .79. Since these item
reliabilities were greater than .60, they were deemed reliable.
Fornell and Larker (1981) suggest that the average shared variance
for the items of a construct be larger than the square of the correlation
between the constructs. The average shared variances (service quality:
.75 and service context: .67) were greater than the square of the correlation
between the two constructs (.22). Thus, the items used to assess these
two constructs discriminate. Additionally, a chi-square difference test
was conducted between the two factor model (service quality and service
context as two constructs) and the one-factor model (service quality and
service context items as a single construct). The results suggest that the
two-factor model was better (statistically significant difference: chi-square
(df = 1) = 74.28, p <.01).
Finally, Ping (1995) suggests that if the correlation between two
constructs is less than .65, this provides evidence of discriminant validity.
The correlation between service quality and service context was .46, ser-
vice quality and service price was .10, and service context and service
prices was .22. Thus, the results of the set of analyses suggest that the
measures were acceptable.
RESULTS
Hypothesis Testing
To test the hypotheses, a regression analysis was conducted in which
the unstandardized scaled measures of price, context, and their interac-
tion were regressed on service quality (see Table 1). The results indicate
that the model was significant and accounted for 37% of the variance.
Consistent with H1 and H2 respectively, price and context both exerted
significant effects on consumers' judgments of service quality following
the service experience. Furthermore, the interaction of price and the
context was significant (t = 2.11; p < .05). Therefore, the results support
the hypothesis (H3) that the effect of the service price on post-purchase
D. GREWAL, J. GOTLIEB, AND H. MARMORSTEIN 587
Table 1
The Effects of Disconfirmation of Price Expectations and Disconfirmation
of Contextual Cue Expectations on Post-Purchase Perceived Quality
Independent Variables Beta t-value p-value
DISCUSSION
Implications
The results of this study suggest the need to consider the interactive
effects of price and the context when investigating post-purchase percep-
tions of service quality. Together, these variables accounted for thirty-
seven percent of the variance in perceived quality. Further research along
these lines would assist service marketers with decisions concerning ex-
penditures on their physical environment (or service context), particularly
when these capital investments will need to be accompanied by increases
in the price of the service. Moreover, the fact that consumers' expectations
of the service context impact their perceptions of quality emphasizes the
need for marketers to monitor these expectations in order to prioritize
expenditures on service improvements.
As noted earlier, there had been virtually no empirical evidence in
the services literature concerning the influence of price on post-purchase
perceptions of service quality. Identifying the variables that influence
post-purchase cognition is particularly important because building rela-
588 JOURNAL OF BUSINESS AND PSYCHOLOGY
ined. For example, future research should examine whether the social
ambience of the service context also moderates the effect of price on service
quality perceptions.
This study provides the first stage in research aimed at understanding
the effects of price and contextual cues on post-purchase perceived quality.
Future research should attempt to specify the nomological network of
related constructs. Such research would include factors that may mediate
the effects of price and contextual cues on post-purchase perceived quality;
it would also examine their impact on additional dependent variables
such as perceived value and customer satisfaction. For example, price
expectations might also affect perceived risk (Grewal, Gotlieb and Mar-
morstein 1994). Then, perceived risk may influence post-purchase percep-
tions of service quality and future patronage behavior as well.
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