search query: @author Swan, J. E. / total: 14
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| Author: | Oliver, R. L. Swan, J. E. |
| Title: | Consumer perceptions of interpersonal equity and satisfaction in transactions : a field survey approach. |
| Journal: | Journal of Marketing
1989 : APR, VOL. 53:2, p. 21-35 |
| Index terms: | CONSUMER SATISFACTION CARS SALESMEN MARKETING MODELS |
| Language: | eng |
| Abstract: | Exchange in the form of a sales transaction is discussed as a basic element of the marketing function. Literature is reviewed. A field survey is described. Automobile purchasers were surveyed about feelings toward their inputs to and outcomes from the sales transaction, as well as their perceptions of the inputs and outcomes of the salesperson. Equity judgements form the perspective of the consumer are examined. Equity and inequity criteria are analysed. A larger perspective is outlined involving satisfaction. Methodology is based on structural equation modeling with maximum likelihood estimation. Managerial implications of the findings are discussed. |
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