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: | English |
| Published: |
American Marketing Association,
2013-01-07T20:43:23Z.
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| Subjects: | |
| Online Access: | Get fulltext |