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EMAC 2019 Annual Conference


Do you want to enrich the customer experience? Let customers negotiate
(A2019-9944)

Published: May 28, 2019

AUTHORS

Maria Ramon-Jeronimo, Universidad Pablo de Olavide; Katerina Makri, Institute for International Marketing Management Vienna University of Business and Economics; Barbara Stöttinger, Institute for International Marketing Management, Vienna University of Economics and Business; Brock Smith, University of Victoria

KEYWORDS

Customers; Bargainig; Value

ABSTRACT

This work contributes to the existing literature proposing a way enrich the customer experience introducing bargaining. Through a model based on previous marketing literature we try to capture which elements explain the intention to bargain as part of the purchase process. The major result of this research is that contrary to any previous work the utilitarian dimension of bargaining, that means, the negotiation to save money, is not the most important motive to explain the apparition of the intention to bargain. Our results show how the negotiation just for fun better explain both; satisfaction and intention to bargain. That opens a stream of possibilities for retailers to enrich the customer experience introducing negotiations in the pre-purchase phase.

REFERENCES

This work has been financed by the Ministry of Economy and Competence of Spain through Project ECO2016-75047-P