Question: Why does consumer perception of risk constitute an important aspect in selecting, purchasing and using services? How can firms reduce consumer risk perceptions? (Word count:

Why does consumer perception of risk constitute an important aspect in selecting, purchasing and using services? How can firms reduce consumer risk perceptions? (Word count: 300 words) Please use more than 2 reference

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Why does consumer perception of risk constitute an important aspect in selecting, purchasing, and using services? How can firms reduce consumer risk perceptions?

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