Abstract
This is one of the few studies in a services context that examines consumer behavior for digital products and services high in credence properties such as online business education (online MBA). In particular, this study pioneered to investigate the impact of professional communications styles of service providers (student advisers) on perception of service authenticity and perceived organizational trust, that influence positive brand experience for prospective students and strengthen their intention to undertake online business courses.
Original language | English |
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Title of host publication | Academy of Marketing Conference 2023 |
Subtitle of host publication | From revolution to revolutions |
Pages | 252-253 |
Number of pages | 2 |
ISBN (Electronic) | 978-1-3999-58042 |
Publication status | Published - 6 Jul 2023 |
Event | Academy of Marketing Conference 2023: From Revolution to Revolutions - University of Birmingham, Birmingham, Australia Duration: 3 Jul 2023 → 6 Jul 2023 |
Conference
Conference | Academy of Marketing Conference 2023 |
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Country/Territory | Australia |
City | Birmingham |
Period | 3/07/23 → 6/07/23 |