Current Issue : April - June Volume : 2013 Issue Number : 2 Articles : 5 Articles
Today, achieving the stable competitive advantage is one of the most important tools in the\r\nbusiness world. To this aim, with creating and using the powerful brand equities,the firms\r\nhave entered into different competitive fields. Also, in the marketing activities the\r\nrelationship with customer is the main pivot and getting the customers� attraction is the\r\npriority of all the firms. On the other hand, with the advancement of the nutrition industry of\r\nthe world, the relationship brand equity for the nutritional companies in order to attract more\r\ncustomers as well as seeking more income has been accentuated which is one of the main\r\ncomponents of the firms� success. In this study, the marketing mix effect on the relationship\r\nbrand equity and its effect on the customers� purchase intention of the two well-known\r\nbrands of the dairy industry of Iran have been discussed. The sample of the study included\r\n522 consumers in Iran. The data analysis has been done using LISREL 8.5 and SPSS 16.00...
Abstract� Mobile� and� wireless� (M&W)� technologies� have� \r\ngreat� potential� to� improve� process� efficiency� and� \r\neffectiveness� within� retail� stores,� but� their� application� is� \r\nstill\r\nsituation\r\nactual� benefits� and,� therefore,� in� the� return� on� \r\ninvestment.\r\nare� characterised� by� great� variety� and� non-standardised� \r\nexecution� and� as� such� the� assessment� of� the� costs� and� \r\nbenefits� of� M&W� solutions� is� more� difficult� than� for� the� \r\nupstream\r\nchain� (e.g.,� distribution� centres).� This� paper� attempts� to� \r\nprovide� a� contribution� for� researchers� and� practitioners� \r\nby� presenting� an� analytical� model� to� assess� the� \r\nprofitability� related� to� investments� in� multiple� M&W� \r\nsolutions� for� retail� stores,� thus� supporting� the� decision-\r\nmaking� process....
This research aimed to develop a structural equation model of customer loyalty to traditional\r\nretail shop in Hat Yai district, Songkhla province. The sample consisted of 500 cases of\r\nmulti-stage sampling. Data was significantly statistical analyzed by using LISREL program.\r\nThe results indicated the developed model was valid and fitted to empirical data. The factors\r\nof CSR expectation, switching cost, customer satisfaction and customer trust were\r\nsignificantly and positively related to customer loyalty. Customer trust factor was the highest\r\ndirect effect on customer loyalty while customer satisfaction was the highest indirect effect.\r\nA clear understanding of the postulated relationships among the studied variables might\r\nencourage the traditional retail shop to figure out appropriate course of action to win\r\ncustomers� trust by providing better services in order to create a loyal customer base....
This paper analyzes how the customer experience could be impacted by the integration of\r\nelectronic supply service, as a complementary channel of distribution. Far from trivial, the induced\r\nchanges generate a restructuring of the contents of the service experience whose impact on\r\nperceived quality and service brand image should be seriously considered by the provider....
The successes of the firms depend on creating high customer loyalty by adopting appropriate strategies. In response, the industry is shifting its strategic focus away from attracting only new customers by offering competitive prices and packages, towards retaining existing customers through creating customer loyalty. This study aims to investigate the effects of customer satisfaction and switching barriers on customer loyalty. The data is collected by questionnaire based survey using simple convenient sampling technique and the target population includes all the current users of mobile telecommunication services. Multiple regression method is used to test the impact of customer satisfaction determinants and switching barrier on customer loyalty. The result shows that call quality and customer support have significance relationships with customer loyalty. A one way ANOVA test was also used gender differences among customer satisfaction and switching barriers in Pakistani mobile telecommunication services. Findings of the study may be useful for strategists and policy makers in telecom industry and the results can be generalized to the industries....
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