Alternative measures of price perceptions: Implications for service evaluation models

This study investigates the role of perceived price and the effects of alternative measures of perceived price (noncomparative or comparative) on the strengths of the relationships in service evaluation models. An extended service evaluation model is tested using alternative price measures with data from a sample of customers of a national retailer of automotive parts and services. The findings suggest that the way perceived price is measured affects the relationships in the model. Implications of the results are discussed and future research avenues are offered