In comparing service vendors within a service industry, consumers will often compare the perceived risk of each choice. When doing this, the consumer is comparing the consequence component of risk since the uncertainty component of risk would be the same for all of the vendors.

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In comparing service vendors within a service industry, consumers will often compare the perceived risk of each choice. When doing this, the consumer is comparing the consequence uncertainty component of risk since the consequence component of risk would be the same for all of the vendors. The potential outcome is the same, the probability of the bad outcome occurring is what is different.

In Comparing Service Vendors Within a Service Industry, Consumers Will