Understanding Consumer Choices and Preferences in Transaction-Based e-Services

  title={Understanding Consumer Choices and Preferences in Transaction-Based e-Services},
  author={Zafar Iqbal and Rohit Verma and R. Baran},
The rapid increase in transaction-based e-services creates a challenge for firms: What combination of features should they offer to satisfy consumers while realistically considering operational and financial constraints? This article explores the above question by highlighting similarities and differences in consumer preferences between different segments for a transaction-based e-service. The study employs a Web-based discrete choice experiment, in which 1,430 consumers are offered e-service… CONTINUE READING
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