1. Reference Group Influence on Selection of Services
2. Bateson, J. E. G. 1995.Managing Services Marketing: Text and Readings, 3rd Edition, 680Fortworth: The Dryden Press.
3. Bauer, R. A. “Consumer Behavior as Risk Taking”. Dynamic Marketing for a Changing World AMA Proceedings 24. Edited by: Hancock, R. S. Chicago