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- W2058018906 abstract "The unique characteristics of service mean that service has higher inherent risks than tangible product for the prospects. On the basis of previous reviews of the perceived-risk concept, a descriptive model of risk perception and reduction activity before service purchase is formulated, and consumers' risk-reduction activities are expatiated. Finally, the effective communication strategies for service providers to reduce customers' risk perception are put forward as well, including mouth-to-mouth strategy, information simulating based on service experience in promoting and advertising, providing visible or interpretative cues, making intangible service tangible through effective advertising." @default.
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- W2058018906 date "2008-10-01" @default.
- W2058018906 modified "2023-09-25" @default.
- W2058018906 title "Service Communication Strategies Based on the Customer Perceived Risks" @default.
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- W2058018906 doi "https://doi.org/10.1109/wicom.2008.1987" @default.
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