Crédibilité d’une garantie (Kukar-Kinney et al, 2003)

Source : Kukar-Kinney M. et Wlaters R. (2003), Consumer perceptions of refund depth and competitive scope in price-matching guarantees: effects on store patronage, Journal of Retailing, 79, 153-160

Echelles 7 points

Price match guarantee believability

  • (believable – unbelievable)
  • (credible – not credible)
  • (likely-unlikely)

PMG value

  • (beneficial to me- not)
  • (important to me – unimportant)
  • (useful -useless to me)
  • (valuable -worthless)
  • (relevant to me – irrelevant)

Patronage intention

About the likelihood of visiting the retailer to purchase the product

  • (probable- improbable)
  • (likely – unlikely)
  • (possible – impossible)
Publié dans Mesures Marketing