The negative effect of policy restrictions on consumers’ post-purchase reactions to price-matching guarantees |
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Authors: | Hooman Estelami Dhruv Grewal Anne L Roggeveen |
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Institution: | (1) Graduate School of Business, Fordham University, 113 West 60th Street, New York, NY 10023, USA;(2) Babson College, Malloy Hall, Babson Park, MA 02457-0310, USA |
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Abstract: | Price-Matching Guarantees (PMGs) are a mechanism by which retailers can reassure consumers of the competitive price of products
they offer. While current research in marketing has studied consumers’ pre-purchase perceptions of the retailer as a result
of offering price-matching guarantees, research on the post-purchase impact of PMGs has been relatively limited. While price-matching
guarantees are typically assumed to result in positive consumer perceptions of the retailer, no study to date has examined
the potentially negative post-purchase impact of PMGs. This paper examines the potential negative effect of policy restrictions
which may prevent the disbursement of a price-matching refund, on consumer perceptions. Two experiments (Experiment 1 n = 120, Experiment 2 n = 50) are utilized to dissect the impact of policy restrictions on consumers’ perceptions of service quality, price, and
loyalty. The paper concludes with a discussion of the managerial implications of the findings on price-matching guarantee
policies.
All authors contributed equally to the paper and are listed in alphabetical order. This research has been supported by a research
grant from the Fordham University Graduate School of Business, the Babson Board of Research, and the Marketing Science Institute. |
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Keywords: | Pricing Retailing Service quality Loyalty |
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