摘要：One area of the consumer buying decision process that has not been examined broadly is the way in which consumers evaluate price, especially as it pertains to services. Price represents the cost of a product to the consumer and it is supposed to be equal the perceived value received in return from the producer. However, when it comes to services, the way in which the consumer evaluates this trade-off has not been investigated well. This study examines ways in which consumers establish internal reference prices when purchasing services. The study draws on prior research in the area and develops a comprehensive typology, as well as a conceptual model, of the reference price formation process. It concludes by developing a series of testable hypotheses and recommendations for future study of the construct.
关键词：services; reference price; pricing; internal price; service quality
