Parasuraman. Zeithaml, and Berry (1988) have proposed the use of a 22-item SERVQUAL instrument for the measurement of perceived service quality. Since their important work, several authors have criticized the use of this instrument in applied settings suggesting that the number and type of...

According to a vast behavioral literature in marketing, consumers typically engage in two sequential stages of information search in order to reduce uncertainty and maximize the anticipated benefits of a purchase. In the first stage, consumers initially retrieve product information stored in...