Purpose – The current research aims to explore the differential effects of bundling products with guarantees (explicit promises of product performance) or with diagnostic kits (kits that allow the user to measure actual product performance) on pre‐purchase product evaluations. It is proposed...

Although the basic idea of benefit segmentation lies in using causal, as opposed to descriptive, factors as segmentation criteria, most of the empirical studies do not differentiate between product attributes and the benefit sought by consumers. The objectives of this article are to clarify the...

Purpose – The purpose of this study is to develop and empirically test a model examining the relationship between customer perceptions (product attributes, benefits, customer satisfaction, trust, commitment and customer behavioral loyalty) and financial performance of a merchant bank....

One frequent objective of market research, and particularly in cross cultural contexts, consists in comparing those attributes that determine the choice of different sub groups of consumers. Practitioners may resort to different types of importance scales, or use ranking methods, or even pair...