Choice behaviour might be determined by asymmetric preferences whether the consumers are faced with gains or losses. This paper investigates loss aversion and diminishing sensitivity, and analyzes their implications on willingness to pay and willingness to accept measures in a reference pivoted...

The measurement of service quality continues to be a challenging research theme and one of great practical importance to service providers and regulatory agencies. The key challenges begin with the identification of the set of potentially important dimensions of service quality perceived by...