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| Tekijä: | Kukar-Kinney, M. Walters, R.G. |
| Otsikko: | Consumer perceptions of refund depth and competitive scope in price-matching guarantees: effects on store patronage |
| Lehti: | Journal of Retailing
2003 : VOL. 79:3, p. 153-160 |
| Asiasana: | Consumer behaviour Pricing Retailing |
| Kieli: | eng |
| Tiivistelmä: | The effect of two characteristics of price-matching guarantees - the depth of refund offer and the scope of competitors eligible for price matching - on consumer perceptions of price-matching guarantee believability and value and consumer intentions to patronize the retailer is investigated in this study. The results indicate that large refund offers built consumer patronage intentions by enhancing perceptions of the value of the price-matching guarantee, while simultaneously exerting a negative impact on patronage by reducing believability of the price-matching promise. |
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