Paying with money or effort: Pricing when customers anticipate hassle
For many services, customers subscribe to long-term contracts. Standard economic theory suggests that customers evaluate a contract on the basis of its overall net benefits. the authors suggest that rather than evaluating multiperiod service contracts at the contract level, customers use period-leve...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
American Marketing Association
2013
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| Online Access: | http://hdl.handle.net/1721.1/75860 https://orcid.org/0000-0002-1847-4832 |