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- W2788005087 abstract "Despite past studies that explore the typical factors that influence Asian consumers’decision making processes little has been done to address the influence of information sources ontheir expectations of services. This study addresses this gap by exploring Asian consumer’sinformation and knowledge sources (explicit service promises such as advertising, personalselling and implicit service promises such as tangibles and price) that influence their expectationsprior to choice of overseas higher education. The study applies Zeithaml, Berry andParasuraman’s (1993) model that proposes that a customer’s level of expectations is dependenton several antecedents. Results indicate the three most influential sources of information onAsian students expectations of universities are: past experiences, advertising and word of mouth.The findings suggest that the more explicit and implicit service promises the respondent isexposed to; the higher the desired and predicted expectations of the university’s service quality.However their level of expectations (both desired and predicted) is considerably greater whenexposed to explicit service promises. The findings also suggest that measuring the influence ofthese information sources provides insightful information for universities when developingmarketing communication campaigns." @default.
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- W2788005087 date "2005-01-01" @default.
- W2788005087 modified "2023-09-24" @default.
- W2788005087 title "The influence of explicit and implicit service promises on Asian students’ expectations of overseas universities" @default.
- W2788005087 hasPublicationYear "2005" @default.
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