This conceptual paper proposes a definition and structure for convenience in marketing, highlighting multidimensionality and guiding future research hypotheses.
Despite widespread interest in convenience in marketing, researchers have not defined convenience and explored the multidimensionality of the construct. This conceptual paper presents a proposed definition of convenience and a proposed structure for the construct to guide research and to suggest proper application of the term in discussing classes of goods and services. Hypotheses to guide future research are also presented.
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Brown et al. (1993) studied this question.
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