THE TIME GUARANTEE IN ACTION: SOME TRENDS AND OPPORTUNITIES
Eugene H. Fram
(Chairman of the Marketing Department and Professor of Marketing and Management in the College of Business at Rochester Institute of Technology)
Andrew J. DuBrin
(Professor of Management in the College of Business at Rochester Institute of Technology)
79
Abstract
This article describes an empirical investigation of a relatively new marketing concept, the Time Guarantee, as implemented by an automobile dealership. Results suggested: • Consumers regarded the Time Guarantee as a feature that could prompt them to differentiate sellers. • Consumers in a variety of demographic categories placed a high value on time. • Consumers viewed the Time Guarantee as a benefit which should be included in the price paid for the product.
Citation
Fram, E.H. and DuBrin, A.J. (1988), "THE TIME GUARANTEE IN ACTION: SOME TRENDS AND OPPORTUNITIES", Journal of Consumer Marketing, Vol. 5 No. 4, pp. 53-60. https://doi.org/10.1108/eb008238
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited