Presents various aspects of price discrimination in the context of services marketing. Provides a mathematical model which takes demand‐related variables, competitive factors and basic costs into consideration. Factors affecting price discrimination are studied under service intrinsic factors...

Though the marketing literature offers an abundance of research on the topics of perceived risk, information search, and purchase intentions, very few researchers have empirically examined these constructs in the context of services. This research explores the linkages among these three...