Reducing consumers' perceived risk through banking service quality cues in Taiwan

This study not only elucidates how service quality cues and perceived risk are related, but also explores the internal composition of this relationship. Financial and psychological risks found to be affected mainly by reliability and empathy of service quality, whereas functional and social risks are influenced by tangibles cues of service quality. Finally, exactly how demographic variables affect the relationship between service quality and perceived risk is considered, and the family life cycle notably modulates this relationship. People in various stages may perceive different levels of service quality, according to their age, which is a variable in the family life cycle.