haku: @author Hofstede, F. ter / yhteensä: 1
viite: 1 / 1
« edellinen | seuraava »
Tekijä: | Bharadwaj, N. Naylor, R. W. Hofstede, F. ter |
Otsikko: | Consumer response to and choice of customized versus standardized systems |
Lehti: | International Journal of Research in Marketing
2009 : SEP, VOL 26:3, p. 216-227 |
Asiasana: | consumer behaviour preferences marketing strategy |
Kieli: | eng |
Tiivistelmä: | The article compares customer response to customized versus standardized systems. Three empirical experiments are conducted, indicating that the consumer preference insight and the retailer reputation moderate the relationship between a system purchase strategy and future repurchase intentions. In addition, the customer's degree of expertise affects choice between customized and non-customized systems. The findings of this study offer guidance for managers, to target their customized and non-customized products more carefully. Repurchase intentions are higher for standardized products for customers with low expertise. Managers should offer customized products only for customers that possess strong preference insight. |
« edellinen | seuraava »
SCIMA