THE TIME GUARANTEE IN ACTION: SOME TRENDS AND OPPORTUNITIES

Eugene H. Fram · Andrew J. DuBrin

27 citations0/0 files storedJournal of Consumer Marketing

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Consumer Market Behavior and Pricing Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

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.

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