The value concept is one of marketing theory's basic elements. Identifying and creating
customer value (CV)–understood as value for customers–is regarded as an essential …

Purpose This paper aims to propose that the literature on customer engagement has
emphasized the benefits of customer engagement to the firm and, to a large extent, ignored …

Direct utility models of consumer choice are reviewed and developed for understanding
consumer preferences. We begin with a review of statistical models of choice, posing a …

Following FCC pressure to end bill shock, cellular carriers now alert customers when they
exceed usage allowances. We estimate a model of plan choice, usage, and learning using a …

The authors study how faster delivery in the online channel affects sales within and across
channels in omnichannel retailing. The authors leverage a quasi-experiment involving the …

Consumers routinely enter into long-term contracts with providers of goods and services-
from credit cards, mortgages, cell phones, insurance, TV, and internet services to household …

We propose a structural model to study the effect of online product reviews on consumer
purchases of experiential products. Such purchases are characterized by limited repeat …

Online consumers are uncertain about subjective product quality (eg, fit and feel of clothing
and texture of materials) because of the absence of experiential information. In this paper …

The large majority of online grocery shoppers are multichannel shoppers who keep visiting
offline grocery stores to combine convenience advantages of online shop** with self …

In communication, information, and other industries, three-part tariffs are increasingly
popular. A three-part tariff is defined by an access price, an allowance, and a marginal price …