Extended warranties – marketing strategies and beneficial party? Consumers or companies

Research questions:
– What impact does company’s marketing strategies have on customers decision making process and buyer behavior when selling extended warranties?
– Are extended warranties for servicing the customer or creating revenue for the companies that offers them?

Should include at least 15 to 20 acdemic articles/journals and 6 interviews (aproximately 45 min, in-depth)

Literature:
Service management and marketing
Auditor : Grönroos – Title : Service Management and Marketing : Managing the Service -Profit Logic

Author : Michael R. Solomon
Title : Consumers Behavior – Buying, Having and Being (9th edition- global edition)
Author : J N Kapferer
Title : The new strategic brand management – advanced insights & strategic thinking 5th edition

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