Assessing the perceived risks associated with appointing planning consultants

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Abstract
The relative paucity of marketing literature in the areas of not‐for‐profit organizations and professional services combines to highlight an interesting, but hitherto unexplored, field of research. A perceived risk theoretical framework was chosen to examine the purchasing process involved in appointing planning consultants by local authorities. A survey of Chief Planning Officers revealed that organizational risks were more important than personal ones and time risk was more important than other risk types. The risk measurement instrument revealed three underlying dimensions, namely time, financial and psycho‐social. High‐risk perceivers were characterized by the importance they place on the organizational consequences of their decisions. Implications for risk measurement, consultants and local authorities are discussed as well as ideas for further research.

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