Convenience: a services perspective

This theoretical paper argues that the concept and construct of convenience is at the forefront of customer and user evaluation of service experiences and should play, therefore, a much more pivotal role in marketing theory than it does at present. With increasing evidence that convenience is important to customers, it is timely to revisit the concept with a view to developing a research agenda that delivers an improved understanding of the nature of convenience. Accordingly, the paper concludes by proposing a definition of convenience and offering questions for further research based on a critique of existing models of convenience, and on the positioning of convenience in relation to associated concepts such as customer value, co-production and experiential consumption.