Cook, Laurel Aynne; Fitzgerald, M. Paula; Sadeghein, Raika - In: Journal of Services Marketing 36 (2021) 2, pp. 297-309
Purpose: One shift in the retail landscape is the workload transfer from the retailer to the consumer. This study aims to explore consumer perceived effort and the consequences of this workload transfer. Design/methodology/approach: Two scenario-based experiments were conducted. Partial least...