| Authors and Corporations: | |
|---|---|
| In: | Journal of Marketing, 24, 1960, 4, p. 43-48 |
| published: |
American Marketing Association
|
| Media Type: | Article, E-Article |
| Physical Description: | 43-48 |
|---|---|
| ISSN: |
0022-2429
|
| published in: | Journal of Marketing |
| Language: | English |
| Collection: | sid-55-col-jstorbusiness sid-55-col-jstoras7 sid-55-col-jstorbusiness2archive JSTOR Business & Economics JSTOR Arts & Sciences VII Archive JSTOR Business II Archive |
<p>Most selling innovations by retailers have been to add customer services and conveniences, thereby increasing the cost of retail service. Running contrary to this trend has been the development of self-service which transfers to customers greater responsibility for buying and thereby lowers the store cost of retail service. This article throws some light on why consumer behavior has responded so favorably to the self-service concept.</p> |