Article : Conceptualising The Role Of Perceived Risk In Usage And Service Experience

Title

Conceptualising The Role Of Perceived Risk In Usage And Service Experience

Author

Anu Rani

   Purpose – The present study seeks to explore the role of perceived risk on usage and experience link, and its corresponding effect on word-of-mouth specifically in context to credit card services. MethodologyThe present paper is based on extant literature relating to service/customer experience in credit card industry. Findings –The study proposes a conceptual model based on the role of perceived risk as a moderator in the usage and experience linkage. Practical Implication –The study can be of immense use to Indian banks and financial institutions issuing credit cards, as the study illustrates the risks that can be perceived by the credit card users while using the services and its ultimate effect on their service experience and Word-of-Mouth. Originality/Value –The paper is among the first attempt to examine the moderating role of perceived risk specifically in context of credit card service. Limitations –Being conceptual in nature, the major limitation is its lack of empirical data to establish the significance of proposed models.   There is a need to conduct an empirical research in future to overcome the same. 

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