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In-store service decisions under consumer disappointment aversion
Managerial and Decision Economics ( IF 1.379 ) Pub Date : 2021-07-07 , DOI: 10.1002/mde.3411
Junbin Wang 1, 2
Affiliation  

This study investigates how retailers invest in-store service by considering the possible service failure that occurs in a store, and consumers' disappointment concerns it causes. Specifically, we establish an analytical framework to examine several competitive scenarios. The results reveal that, first, the presence of disappointment concerns always decreases the in-store service level in equilibrium, while ignoring it by retailers may result in their overinvestments in in-store service. Although conventional wisdom may suggest offering more in-store service to consumers helps the traditional retailer compete with online rivals, this may not be true in the presence of disappointment aversion.

中文翻译:

消费者失望厌恶下的店内服务决策

本研究通过考虑商店中可能发生的服务故障以及由此引起的消费者失望担忧来调查零售商如何投资店内服务。具体来说,我们建立了一个分析框架来检查几个竞争场景。结果表明,首先,失望担忧的存在总是会降低店内服务水平的均衡,而零售商忽视它可能会导致他们对店内服务的过度投资。虽然传统观点可能建议向消费者提供更多店内服务有助于传统零售商与在线竞争对手竞争,但在存在失望厌恶情绪的情况下可能并非如此。
更新日期:2021-07-07
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