The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry

Abstract

In recent years, professional service organizations have begun to successfully implement various sales promotion techniques, and potential customers are responding favorably to such promotions. This exploratory research examined the impact of sales promotions on consumer attitudes and intentions. More specifically, the influence of coupon face value on service quality expectations, perceived purchase risks, and purchase intentions was examined. The results indicate that while coupons positively impact the purchase intentions of dental services, the positive impact was negated by negative impacts on service quality expectations and perceived purchase risk. Further results and implications of the study for professional services are addressed.