Why is it important?
We demonstrate how to use theory in retailing research. As most journals look for theoretical work and extension of theory in empirical research, we apply Expectancy value theory in the context of small and large retail stores.
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This page is a summary of: Consumer satisfaction in retail stores: theory and implications, International Journal of Consumer Studies, March 2016, Wiley, DOI: 10.1111/ijcs.12279.
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