Current Issue : January-March Volume : 2023 Issue Number : 1 Articles : 5 Articles
The widespread presence of the Internet in people’s lives has transformed the way consumers look for and buy a variety of goods and services. Shopping online is nowadays a popular way for a considerable number of individuals, giving rise to numerous forms of alternative shopping platforms. While in traditional e-commerce the seller is usually a known brand, another trend emerged in recent years, where the seller can be virtually everyone. In this context, buyers interact with little-known or even non-professional sellers. Since research on consumers’ behavior in second-handed products selling platforms is still scarce, this study examines how brand experience is influenced by perceived risk and brand trust in this context. The research uses a hypothetical-deductive approach. Based on a sample of 185 consumers of an online marketplace for second-hand goods, data were collected by a structured questionnaire. A regression analysis model was used to conduct statistical analysis, and SPSS was used to execute the analysis. Findings show that low perceived risk and high brand trust are associated with a better brand experience. The research, despite being restricted to one particular online marketplace for second-handed products, provides evidence to support the relevance of such platforms in lowering risk and enhancing brand trust, as a way to offer a pleasant brand experience....
The pandemic caused by COVID-19 has left its mark on humanity as a whole. Consumers have reflected on their lifestyles, which has led them to prioritize health, well-being, and care for the environment by deciding to buy healthier products. Green Marketing is a strategy for the organizations that commercialize healthy or ecological products. This study seeks to determine the relationship between green marketing, its dimensions, and the commercialization of companies. The research is descriptive, cross-sectional, and correlational; a questionnaire consisting of 25 questions was applied to 133 consumers of a company dedicated to the production and sale of organic products in the city of Cajamarca, Peru. The results obtained show the existence of a direct and significant relationship between green marketing and the commercialization of healthy food (0.649). The findings of this study are important for companies in the sector since they conclude that consumers of healthy products in the food industry value a brand based on the green marketing tactics they perceive. Green marketing represents an opportunity for companies that want to successfully commercialize their products....
With the annual growth of agricultural products， which has greatly met People’s daily needs. It is of great practical signi cance to introduce the low-carbon concept into the retail and cold chain logistics of agricultural products. However, few studies have designed the coupling relationship between the new retail of agricultural products and the development of cold chain distribution. In this context, this work uses principal component analysis (PCA) to extract the common core factors that aect the operational bene ts of cold chain low-carbon distribution and the consumer experience of new agricultural retail. en, the coupling linkage model of cold chain low-carbon distribution and new retail of agricultural products was constructed by using grey correlation analysis. Finally, a new retail and agricultural products cold chain coupling mechanism under low-carbon distribution is designed. e work is helpful to improve the new downstream supply chain retail enterprise management ability of agricultural products, promote cold-chain distribution business bene t and business value, and also helps to promote the implementation of the strategy of rejuvenating and promote the country. is study is conducive to improving the downstream supply chain management ability of new agricultural retail enterprises, enhancing the cold chain distribution business eciency and business value, and ultimately promoting the implementation of a rural revitalization strategy....
This study assessed how customer trust affects customer retention in telecommunication companies in Tanzania. Using logistic regression, 120 questionnaires were analysed. Results revealed respondents were not satisfied with sustainability operations (83.3%), keeping promises (90%), best telecom services (84.2), business performance (83.3%), stable authority and management (82.5%). The percentage of correct predictions of variables ranges from 80% to 90%. Besides, values of Nagelkerke’s R-square show the ability of independent variables to account for variation in the dependent variable from 0.050 to 0.193. Additionally, results from the chi-square analysis were only statistically significant for the variable age on the sustainability of operations for age (0.01) and time (0.02). The logistic regression coefficient shows that time effects operation sustainability negatively by 0.65. For keeping promises, predictor age affected the model negatively by 0.07. Moreover, for telecom services, predictor variables such as gender and income affected the model positively by 0.19 and 0.07, respectively. Regarding business performance, age and education negatively affect the model by 0.39 and 0.49, respectively. Furthermore, on stability of authority and management, predictor variable gender positively affects the model by 0.23. Thus, telecommunication companies must ensure customers trust their operations, services, business performance, and management framework to enhance customer retention....
Real customers are one of the most valuable assets for commercial organizations. Maintaining a long-term relationship with consumers is a priority challenge for companies in a highly competitive environment, as customers are currently exposed to excessive volumes of information, raising their level of resistance to any marketing attempt to attract their attention. The objective of this research is to demonstrate the relationship between experiential marketing and customer satisfaction in a retail company in Peru - Cajamarca. The research method is quantitative, correlational, cross-sectional, and non-experimental. For data collection, a survey and the application of a questionnaire were used. The results show a moderate positive relationship between experiential marketing and customer satisfaction, indicating that organizations in the sector should incorporate strategies that accompany the functional value of the product with living experiences. Thus, customer satisfaction levels will increase with a positive impact on the sustainability of the business....
Loading....