Retailer service acceptance: simply adding a service to the offer portfolio or committing to marketing it

Eija Vaittinen
Eija Vaittinen

The International Review of Retail, Distribution and Consumer Research, pp. 1-21, 2019.

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Abstract:

ABSTRACTBy virtue of their significant influence on customers’ decisions, retailers’ acceptance of a service plays a significant role in the success of that service. Therefore, retailers’ acceptance of the service and commitment to selling the service must be ensured. However, this issue has attracted limited attention in acceptance resea...More

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