Extended Warranties: Consumer and Manufacturer Perceptions
作者:
CRAIG A. KELLEY,
JEFFREY S. CONANT,
期刊:
Journal of Consumer Affairs
(WILEY Available online 1991)
卷期:
Volume 25,
issue 1
页码: 68-83
ISSN:0022-0078
年代: 1991
DOI:10.1111/j.1745-6606.1991.tb00281.x
出版商: Blackwell Publishing Ltd
数据来源: WILEY
摘要:
Extended warranties are becoming increasingly popular, both among consumers and manufacturers. In this study, consumer and manufacturer perceptions of why extended warranties are bought and sold are evaluated and compared. The results indicate that consumers seem to view extended warranties as a way of reducing perceived risk. Manufacturers reveal that they market extended warranties both to generate revenue and to provide service to customers. Marketing management and public policy implications are examined and research directions identified.
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