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Keywords: Choice-based conjoint analysis
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Journal Articles
Service contract type and consumer choice behavior: the contributory roles of perceived value, brand reputation and consumer incentives
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (2): 373–392.
Published: 04 January 2024
... the effect of RSCs and other related factors, such as incentives, on consumers' service choice decisions. Design/methodology/approach The study adopts choice-based conjoint analysis to assess the effect of RSCs on consumers' choices and to determine whether effect size varies when selecting a cell phone...
