The Relative Effect of Price and Personal Referral Cues on Consumers' Perception of Dental Services
- 16 July 1996
- journal article
- Published by Taylor & Francis in Health Marketing Quarterly
- Vol. 13 (4) , 91-105
- https://doi.org/10.1300/j026v13n04_08
Abstract
This paper reports on an experimental study that examines the relative effect of price and personal referral cues on the consumers perception of dental services. The results of the study show that price and personal referral do effect the perceived competence of the dentist as well as consumer purchase probability.Keywords
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