Current Issue : April - June Volume : 2015 Issue Number : 2 Articles : 5 Articles
Competitive advantage today can be achieved not only through selling the products or\nservices to consumers, but also emphasizing the creation of customer experience. On the\nother hand, the company does not merely orient to customer satisfaction as customer\nsatisfaction will stagnate at some points. Companies need to find new formulations to retain\ntheir customers by creating customer experience. The customer experience can occur through\nthe stimulations which some are controllable whereas some others are uncontrollable by the\ncompany. Social environment and retail brand image can influence the creation of customer\nexperience. Unpleasant emotions experienced by customers will support their positive WOM.\nCustomers who spread positive WOM tend to be loyal to the company. This article provides\nsome ideas related to retail companies in retaining their customers through the creation of\ncustomer experience....
This work investigates the determinant factors of migrant consumers� willingness to buy\nproducts originate from their home country. The unit of analysis in this study was Malaysian\nmigrants in the UK and the analysis was based on 330 usable data gathered through an online\nsurvey. The results indicate that the migrants� willingness to buy their homeland products was\nsignificantly and positively influenced by the migrants� levels of national identity. This\nfinding suggests that the stronger the migrant consumers� association to their origin identity,\nthe higher their willingness to purchase homeland products. The study provides a support that\nthe migrant consumers� positive attitudes towards homeland products were not determined by\nthe migrants� degree of ethnocentrism. The present study has implications for consumer behavior and marketing in multicultural societies....
Brand loyalty is one of the most-cited concepts in marketing literature, and both academic\nand practitioners have accepted the range of benefits derived from it. Today, brand loyalty\nplays a vital part in strategic management. It is surely true that the loyalty to the brand is\namongst the most important company�s fundamental tactics in order to acquire a maintainable\ncompetitive advantage. In order to get an understanding of brand loyalty, a discussion about\nthe development of brand loyalty has been carried out in the following sections. The first\nsection is about the different perspective of measurement of brand loyalty because of some\nargument in marketing literature and then second section is concerning potential antecedent\nof brand loyalty. This paper suggests a conceptual model to more understand the role of brand\npersonality and brand satisfaction in influencing attitudinal and behavioral loyalty. The model will highlights the variable on which the brand loyalty depends and is helpful for managers\nand marketers for the better understanding of their market and also help them to better serve\nthe needs and wants of their potential customers. This article is next established into specific\nresearch hypotheses for future studies....
Purpose: The purpose of this study is to examine the effects of country-of-origin image on the purchase intention\nof domestic and foreign products in Ethiopia in order to pin point the key determinant factors based on which\nmanagerial recommendations are forwarded.\nDesign/methodology/approach: to accomplish the objectives, a set of questionnaire were developed and\ndispatched to the respondents as self administered survey. 200 questionnaires were distributed to the randomly\nselected Bahir Dar University instructors of which 189 filled questionnaires qualified for analysis using structural\nequation modeling with AMOS 18 version software.\nFindings: It was determined that country of origin image plays a significant role in predicting purchase intentions\ntowards domestically produced goods and products from European country.\nThe results indicated that the effect of country of origin image is significant in the case of domestic and foreign\nproducts in Ethiopia....
Shopping experiences are not only how consumer acquires goods but also how the experiences\nfulfill pleasure and happiness. This study examines the store environments (physical facilities,\ndisplay of product and point of purchase) that could influence emotional responses (positive\nemotion and satisfaction) and repurchase intention. This study employed 260 customers of\ngrocery stores in Surabaya, Indonesia. The results show that physical facilities affect\nsatisfaction. Display of product and point of purchase have influence positive emotions.Positive emotion gives impact to customer satisfaction, then in turn satisfaction affect\nrepurchase intention. However, positive emotion was not influence repurchase intention,\nsignificantly....
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