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Suggests that the construct of convenience has not been properly defined and operationalized by managers and should be regarded as multidimensional. Proposes a conceptual framework for examining the convenience of services, thus permitting strategic and tactical marketing opportunities to be highlighted. Discusses implications for managers of this framework. Reviews a framework for marketing consumer products published in another journal and applies it to service marketing.

Suggests that the construct of convenience has not been clearly defined and operationalized. Proposes a conceptual framework which can be used to examine the convenience of consumer products, involving five dimensions: time, place, acquisition, use and execution. Discusses the implications for managers and recommends that marketers gain an improved understanding of convenience given the predicted growth of the sector.

Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future expectations from retail stores. The study further highlights the differences between Gen Z’s perception of convenience stores across three different regions – the USA, South Korea and Japan.

This study conducted a series of in-depth, semi-structured interviews with 36 Gen Z participants from the USA (12), South Korea (11) and Japan (13). All interviews were first coded based on a preselected list of themes and were further coded with new themes that emerged from exploratory coding.

Each regional cohort varied in terms of how they experienced and what they expected from convenience stores. US participants showed negative or utilitarian attitudes toward convenience stores, whereas South Korean participants had a positive, personal attachment to them. In comparison, Japanese participants had a relatively neutral attitude. However, all three groups showed a common preference for smart technology and health concerns surrounding convenience store foods.

Convenience store chains should consider the cultural nuances when designing future services. The chains should further strive to remove the health concerns about the foods provided at the stores and design smart technologies that enhance user experience.

The present study broadens the knowledge in this budding consumer segment where current research is limited. It further sheds light on the variance among Gen Zers across different cultural contexts.

The chapter investigates factors shaping convenience orientation in the 21st century as well as present-day barriers to the consumption of food and non-food convenience products.

A qualitative research approach with two kinds of data triangulation is used. Multiple key informants (marketing managers and consumers) allow a consideration from different angles and multiple methodologies (in-depth and focus group interviews) help to gain deeper insights into the topic.

Convenience orientation comprises dimensions that were previously not considered in marketing research. In addition to the known factors time and effort saving, consumers buy convenience products because of the flexibility they provide. Moreover, concerns for health, environment, and quality are important barriers that prevent consumers from buying and consuming convenience products.

Our results suggest that factors increasing and decreasing convenience consumption depend at least partly on the product category. Future research should integrate various other product groups to further explore domain-specific convenience orientation.

The conceptualization of convenience orientation offers important implications for new product development as well as for the design of the marketing mix. For instance, existing barriers could be overcome by improving transparency or meeting environmental concerns.

The chapter reveals the factors shaping the consumption of convenience products. The presented findings are important to academics researching convenience consumption and practitioners producing and distributing convenience products.

Despite the increasing use of home delivery (HD) in e-commerce, no studies have explicitly examined consumer perceptions of the convenience of the last-mile delivery of goods by cargo bike (CB). Therefore, this study aims to identify the dimensions of HD convenience and to develop a reliable and valid measurement tool, namely the Home-Delivery Convenience via Cargo Bike (HDCCB) scale.

The methodology of this scale development study is premised on a review of the existing literature, which identifies differences in consumer perceptions of the convenience of services. The authors conducted semi-structured interviews with 10 online consumers and validated the content with 3 experts on marketing in the retail and services sectors in order to develop the items for the scale. Thereafter, the authors identified the main dimensions through an exploratory factor analysis that the authors applied to an online survey with 116 respondents. Finally, the scale was validated through a confirmatory factor analysis of an online survey with 300 respondents.

Following the original work of Brown (1990), the authors define consumer perceptions of HD convenience as a multidimensional construct and measure each facet of its four dimensions, which are time, use, execution and acquisition. E-retailers and last-mile logistics providers could use the authors' proposed measurement tool to assess consumer perceptions of the convenience of HD. That assessment could generate a competitive advantage.

This study is original as the study deepens the existing understanding of consumer perceptions of the convenience of HD by CB in last-mile logistics. This study also develops a multidimensional measure that is based on an empirical study.

Omnichannel has become increasingly important with the development of e-commerce. In omnichannel, merchants expect customers to get the products and services at anytime, anywhere and in any way, and the same is true for customers. This drives multihoming in online platforms for both merchants and customers. Thus, once both customers and merchants are multihomed, what price and subsidy decisions should be made between platforms to compete to obtain optimal profits? The main purpose of this paper is to solve these problems and provide decision-making for two-sided platforms in omnichannel.

This study builds a dual Hotelling model to capture the utility and network effects of customers and merchants on two-sided platforms. This study introduces the exposure effect and convenience effect of multihomed customers and merchants in the model and analyzes the impact of these effects in the market with multihoming on one side. Then, this study extends the model to the market with multihoming on both sides and makes the pricing decision for two-sided platform when considering the exposure effect and convenience effect through an equilibrium solution. Finally, this study also uses numerical analysis to simulate the decision and profit of the platform.

This paper finds that the convenience effect will only increase social welfare when customers are single-homed and merchants are multihomed. In addition, when both users are multihomed, the platform will subsidize to attract merchants and customers if the convenience effect and exposure effect are relatively high. This study also finds that network effects come not only from the same platform but also from another platform in the case with multihoming on both sides. And network effects in the heterogeneous platform will be reduced by the convenience effect and exposure effect.

According to the behavioral characteristics of merchants and customers in omnichannel, this paper first adopts the dual Hotelling model to study the pricing of two-sided platforms with multihoming on both sides. This paper shows that network effects originate not only from the same platform but also from another platform and that the exposure effect and the convenience effect can exist as cross-platform network effects, which provides a new explanation for network effects in markets with multihoming on both sides. This research extends the theory of network effects and plays an important role in the development of two-sided platforms in omnichannel.

The study aims to introduce a cloud-based virtual reality (VR) approach and investigate its applicability and performance in aiding the remote design evaluation process by assessing the clients' convenience perception toward cloud-based VR-aided design evaluation (Cloud-based VR Approach) compared to 3D model-aided design evaluation (3D Model Approach) and rendering images-aided design evaluation (Image Approach).

A multicriteria comparative study was conducted with 26 university students using the “analytic hierarchy process” technique to compare the three approaches applied to home finishing material selection tasks based on the five “service convenience” dimensions, consisting of access convenience, decision convenience, transaction convenience, benefit convenience and post-benefit convenience.

The results indicated that the “Cloud-based VR Approach” was perceived to be more convenient than the “3D Model Approach” and the “Image Approach” based on the aspects of “decision convenience”, “transaction convenience”, “benefit convenience” and “post-benefit convenience”. The only aspect that the Cloud-based VR Approach was comparatively less convenient than the 3D Model Approach and Image Approach for the user was “access convenience”. Overall, the findings showed that the developed Cloud-based VR Approach had more potential than the conventional approaches in aiding the design evaluation process under ongoing social distancing measures requiring designers and clients to work remotely.

The disastrous impacts of the COVID-19 pandemic on logistical systems have resulted in massive disruptions to the construction industry worldwide. Various construction activities have been halted and most meetings moved online. Design evaluation conducted between clients and designers is one of the important activities affected by such an impact. Thus, this study presents the Cloud-based VR Approach as an innovative means to maintain essential ongoing activities and meeting of the current design evaluation approach with respect to the social distancing measures.

The present study has been carried out to assess the effect of constructs of service convenience on customer satisfaction of the Indian online shoppers.

The primary data was collected through a structured questionnaire. Convenience sampling has been used to choose a sample (n = 260) of e-shoppers in India. Factor analyses (both EFA and CFA) have been done to validate different factors and its items. A conceptual model has been proposed to measure the effect of different factors of service convenience on customer satisfaction. Moreover, the perceived difference with respect to study variables has been measured. The path analysis through AMOS 22.0 has been done to test the hypotheses under study.

It can be concluded that the effect of access convenience, search convenience, and order convenience have significant effects on customer satisfaction. However, evaluation convenience and logistics and reverse logistics convenience have an insignificant effect on customer satisfaction. The present study has a unique contribution in the field of service convenience to e-retailing customers. Moreover, the present study indicates that gender does not moderate the effect of convenience on customer satisfaction.

This is one of the few papers that focuses solely on the effect of gender on service convenience and customer satisfaction. The findings will generate value with their originality and significant managerial implications for marketers, as well as future research directions for the researchers.

The purpose of this paper is to explore the use of ambivalence in benefit‐based segmentation of convenience food in Norway.

Building on the attitude‐ambivalence literature and research about food convenience, a hierarchic cluster analysis is performed based on a nation‐wide representative survey of 1,154 Norwegian consumers.

The study's effort to use attitudinal ambivalence as a basis for benefit or attitude segmentation proved to be useful in finding segments with different profiles in the area of convenience food. The results reveal three consumer segments based on evaluation of quality, value, ambivalence and perceived morals towards convenience food: the “Convenient”, the “Ambivalent”, and the “Dissatisfied” consumer. While the Convenient have positive feelings and the Dissatisfied negative feelings toward convenience food, the Ambivalent have mixed feelings and feel guilt when eating ready meals. The ambivalent consumers share beliefs, attitudes, values and behaviour at a position somewhere between the “Convenient” and the “Dissatisfied” on most variables. However, in some areas they are close to the “Dissatisfied”, e.g. on variables such as perceived nutritional value, serving/buying ready meals, time used for making dinner or planning their meals. In a few areas they are closer to the “Convenient”, e.g. appeal to children, consuming, soups and pasta, and age above 60.

Future research on benefit or attitudinal segmentation should consider including a measure of perceived ambivalence associated with the investigated products or services.

The practical implications are addressing a potential for the convenience food industry and subsequently suggesting a positioning strategy to adopt ambivalent consumers.

The paper presents new insights into consumer benefit segmentation and in empirical research on convenience food with a particular focus on ambivalence and moral attitudes.

In this study, service convenience and service quality are used as proxy constructs of customer's and supplier contributions co‐create customer value. The purpose of this paper is to test the relationship between service convenience and customer satisfaction based on the direct and indirect paths via perceived service quality. It also explores the relative importance of various dimensions of service convenience.

A structural equation model was developed and tested using data surveyed from domestic airlines customers in Vietnam. The operationalization of service convenience was based on five consumption stages.

This study reinforces the view that customers use the judgment of their own contribution (via convenience) to evaluate the contribution of the supplier (via service quality), and the resources contributed by both sides will co‐create value for the customers.

Further research may test the role of service convenience in various types of services. The conceptualization and operationalization of service convenience may be enriched by other views.

Service providers should pay attention to customers' convenience in the service process. They should design the service to provide most convenience for customers in each of the service consumption stages.

The paper is among few empirical studies on service convenience, an increasingly important but less researched construct. It also demonstrates how customers and supplier contribute resources and processes to co‐create value.