Abstract
Signal Theory posits that a product warranty functions as a cue to product reliability and therefore functions to lower risk to the consumer. The results of the survey reported here suggest that this notion is not universally true in some situations involving a long-term microcomputer maintenance warranty. These results suggest that the strategic desirability of bundling a long-term maintenance warranty with a complex product is limited.
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Owen, R.S., Cooper, M.C. (2015). The Role of Bundled Maintenance Warranties. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_44
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DOI: https://doi.org/10.1007/978-3-319-17049-7_44
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