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Title: Retailer service acceptance: simply adding a service to the offer portfolio or committing to marketing it
Authors: Vaittinen, Eija
Nenonen, Sanna
Story, Vicky
Keywords: Service adoption
Supply chain
Issue Date: 2019
Publisher: © Taylor & Francis (Routledge)
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 .
Abstract: © 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.
Description: This paper is in closed access until 13th August 2020.
Version: Accepted for publication
DOI: 10.1080/09593969.2018.1555542
URI: https://dspace.lboro.ac.uk/2134/37867
Publisher Link: https://doi.org/10.1080/09593969.2018.1555542
ISSN: 0959-3969
Appears in Collections:Closed Access (Business)

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