Perceived Risk in Service Consumption – a C2C Perspective

TL;DRAbstract

In the field of services marketing some attention has been paid to the theme of risks associated with purchasing and consuming services. The literature includes issues such as: the relative uncertainty of services and goods at various stages of consumption; types of perceived risk; difficulties associated with evaluating services; service organisation responses to consumer perceived risk; and consumer risk reduction strategies. This literature, however, focuses overwhelmingly on service consumers’ perceptions of the service organisation, including its employees, its physical evidence, and its reliability. The services perceived risk literature has paid scant attention to risks associated with the presence or absence of customer-to-customer interaction (CCI).
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\nThe paper is an exploratory one. It seeks to open up a new facet in the field of customer-to-customer interaction (CCI), namely, service consumer risk perception of CCI. The fact that CCI is widespread in many services

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