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1. Customer Satisfaction within the Purchasing Process - A case study for the retailer IKEA
Master-uppsats, Göteborgs universitet/Graduate SchoolSammanfattning : Many retailers have moved toward strategies that use large assortments and/or customization in order to establish a competitive advantage. Large assortment strategies used by category killers can however backfire if the complexity causes information overload that aggravate customers’ purchasing decision process. LÄS MER
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