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Keywords: Rollover service contracts
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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
...Stephen Wilkins; John J. Ireland; Joe Hazzam; Philip Megicks Purpose To minimize customer churn, many service providers offer consumers the option of automatic contract renewal at the end of a contract period. Such agreements are known as rollover service contracts (RSCs). This research quantifies...
