THE TIME GUARANTEE IN ACTION: SOME TRENDS AND OPPORTUNITIES
Abstract
This article describes an empirical investigation of a relatively new marketing concept, the Time Guarantee, as implemented by an automobile dealership. Results suggested: • Consumers regarded the Time Guarantee as a feature that could prompt them to differentiate sellers. • Consumers in a variety of demographic categories placed a high value on time. • Consumers viewed the Time Guarantee as a benefit which should be included in the price paid for the product.
Citation
Fram, E.H. and DuBrin, A.J. (1988), "THE TIME GUARANTEE IN ACTION: SOME TRENDS AND OPPORTUNITIES", Journal of Consumer Marketing, Vol. 5 No. 4, pp. 53-60. https://doi.org/10.1108/eb008238
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited