17
Figure 2.2 The Perceived Quality Component
Source: ‘Consumer Perception of Price, Quality and Value. Journal of Marketing Vol. 52 (1988)
As it shown at the figure 2.2, the perceived quality is related with intrinsic attributes ,
Extrinsic
attributes
(price,brand
name,
level
of
advertising),perceived
monetary
price
and reputation. Since the current research is only a conceptual framework instead of
empirical paper, thus the analysis result that
testing the association among variables was
not provided by the author of journal, Valarie. A Zeithaml (1988).
2.4
7P’s of Service Marketing
Since Pizza Marzano is a restaurant or service
industry and according to
Lovelock,Jochen Wirtz and Patricia Chew (2009) state that there are several marketing
challenges of services. Firstly, service involve actions and performance, thus most
service products cannot be inventoried. Secondly, service is a intangible element and
usually
its
dominate
value
creation.
Lastly,
services
are
often
difficult
to
visualize
and
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