Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/15682
Título: Paradox of choice: The influence of assortment size on customer satisfaction
Autor: Gorokhov, Kirill
Orientador: Martinez, Luís Fructuoso
Palavras-chave: Assortment size
Satisfaction
Expectations
Overchoice
Choice overload
Data de Defesa: Jun-2015
Resumo: Recently researchers showed that more choice is not always better. Choosing from large assortments can be overwhelming, raising expectations and decreasing overall level of consumer satisfaction. Author contributes to existing overchoice studies by using real assortment of online stores to find influence of assortment size on customer satisfaction. 90 students participated in the main experiment, where they chose a smartphone case for their friend. Results of the study show that large assortment size leads to higher expectations, higher choice difficulty and higher level of satisfaction. This research does not show overchoice presence and author suggests future studies could focus more on assortment variety and more personal characteristics of consumers, like preference uncertainty.
URI: http://hdl.handle.net/10362/15682
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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