Consumer perceptions of refund depth and competitive scope in price-matching guarantees: effects on store patronage

• Autores: Monika Kukar-Kinney, Rockney Walters
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 79, Nº 3, 2003, págs. 153-160
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Dialnet Métricas: 1 Cita
• Resumen

  • The study investigates 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. The results show 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. The competitive scope also affected the patronage intentions by influencing the perceived value of the price-matching policy.