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Service Complexity Perception

SCPPerceived complexity and difficulty of understanding a service offering
4 items 2003 α .82 Free Burnham, T. A., Frels, J. K., & Mahajan, V.

What it measures

Four items measure the degree to which a consumer perceives a service category as complicated and hard to understand, requiring substantial knowledge to evaluate and use effectively.

Citation

Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents and consequences. Journal of the Academy of Marketing Science, 31(2), 109–126.

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