Abstract
Despite the rapid growth and potential for remote services from a technology and productivity perspective, the biggest challenges that managers often face are gaining customer acceptance and increasing usage of these new innovative services. Recent studies show that customers perceive technology-mediated services as very risky. Risk has been researched most intensely in the context of consumer behavior. Only few studies focused on risk perceptions of B2B services customers.
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© 2015 Academy of Marketing Science
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Paluch, S., Wünderlich, N. (2015). Risk Perception In Remote Service Encounters. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_223
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DOI: https://doi.org/10.1007/978-3-319-10912-1_223
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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