Title: | The marketing firm: Retailer and consumer contingencies |
Author: |
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Date: | 2019-07-24 |
Language: | English |
Scope: | 203-215 |
University/Institute: | Háskólinn í Reykjavík Reykjavik University |
School: | Viðskiptadeild (HR) School of Business (RU) |
Series: | Managerial and Decision Economics;41(2) |
ISSN: | 0143-6570 1099-1468 (eISSN) |
DOI: | 10.1002/mde.3053 |
Subject: | Management of Technology and Innovation; Management Science and Operations Research; Strategy and Management; Business and International Management; Stores, Retail; Costs; Efficiency; Consumers; Consumer behavior; Marketing; Stjórnun; Markaðsfræði; Verslanir; Smásala; Skilvirkni; Viðskiptavinir; Kauphegðun; Neytendahegðun |
URI: | https://hdl.handle.net/20.500.11815/2467 |
Citation:Larsen, N. M., Sigurdsson, V., Breivik, J., Fagerstrom, A., & Foxall, G. R. (2020). The marketing firm: Retailer and consumer contingencies. Managerial and Decision Economics, 41(2), 203–215. https://doi.org/10.1002/mde.3053
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Abstract:Efficiency has emerged as an important consumer value and thus has increased the importance of the in-store search as one facet of consumer transaction costs. This paper contributes to the development of a marketing theory of the firm by analyzing the consumers' in-store efficiency ratios and the retailers' natural sources of resistance to offer efficiency to all of their customers. We propose new behavioral metrics for consumer transaction costs. Our data from the behavioral tracking of 497 complete shopping trips reveal more transaction costs for quick shopping trips than for regular shopping trips, which demonstrates friction between retail and consumer transaction costs for quick trips.
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Description:Publisher's version (útgefin grein)
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Rights:This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited
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