search query: @author Kum, D. / total: 1
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| Author: | Wirtz, J. Kum, D. |
| Title: | Consumer cheating on service quarantees |
| Journal: | Journal of the Academy of Marketing Science
2004 : VOL. 32:2, p. 159-175 |
| Index terms: | CONSUMER BEHAVIOUR GUARANTEES SERVICE |
| Language: | eng |
| Abstract: | The important reason why firms are reluctant to implement service guarantees is fear of opportunistic customers. Potential drivers of cheating is empirically tested in this article. Across three studies repeat purchase intent and potential material gain are tested. |
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