Story_Vaittinen et al 2019 Retailer_service_acceptance_accepted version.pdf (371.13 kB)

Retailer service acceptance: simply adding a service to the offer portfolio or committing to marketing it

Download (371.13 kB)
journal contribution
posted on 04.06.2019 by Eija Vaittinen, Sanna Nenonen, Victoria Story
© 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group. By virtue of their significant influence on customers’ decisions, retailers’ acceptance of a service plays a significant role in the success of that service. Therefore, retailers’ acceptance of the service and commitment to selling the service must be ensured. However, this issue has attracted limited attention in acceptance research, which tends to focus on goods, technologies and consumers. Based on a survey of consumer durables retailers in three countries, this study focuses on retailer acceptance of a complimentary use-guarantee service, which is meant to maintain customer’s ability to use a semi-durable consumer product. The results of this study link retailers’ perceived usefulness, and commitment & effort to their service acceptance. Manufacturer support was found to moderate the relationship between ease of use and acceptance. Further, nationality, retailer’s own use of the service as a consumer and the importance of the manufacturer’s business for retailers were important for retailer acceptance. Thus, manufacturers need to focus as strongly on retailer acceptance as on the end customer acceptance to ensure service success. They also need to ensure the usefulness of the service for retailer, give retailers a reason to commit to the service sales and provide enough support to make retailers comfortable in selling the service.

History

School

  • Business and Economics

Department

  • Business

Published in

International Review of Retail, Distribution and Consumer Research

Volume

29

Issue

2

Pages

139-159

Citation

VAITTINEN, E., NENONEN, S. and STORY, V., 2019. Retailer service acceptance: simply adding a service to the offer portfolio or committing to marketing it. International Review of Retail, Distribution and Consumer Research, 29(2), pp. 139-159 .

Publisher

© Taylor & Francis (Routledge)

Version

AM (Accepted Manuscript)

Publisher statement

This is an Accepted Manuscript of an article published by Taylor & Francis in International Review of Retail, Distribution and Consumer Research on 13 Feb 2019, available online: https://doi.org/10.1080/09593969.2018.1555542

Acceptance date

25/09/2018

Publication date

2019-02-13

Copyright date

2019

ISSN

0959-3969

eISSN

1466-4402

Language

en

Exports

Logo branding

Exports