Háskólinn í ReykjavíkReykjavik UniversityLarsen, Nils MagneSigurdsson, ValdimarBreivik, JørgenFagerstrøm, AsleFoxall, Gordon2021-02-172021-02-172019-07-24Larsen, 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.30530143-65701099-1468 (eISSN)https://hdl.handle.net/20.500.11815/2467Publisher's version (útgefin grein)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.203-215eninfo:eu-repo/semantics/openAccessManagement of Technology and InnovationManagement Science and Operations ResearchStrategy and ManagementBusiness and International ManagementStores, RetailCostsEfficiencyConsumersConsumer behaviorMarketingStjórnunMarkaðsfræðiVerslanirSmásalaSkilvirkniViðskiptavinirKauphegðunNeytendahegðuninfo:eu-repo/semantics/article10.1002/mde.3053