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Full-Text Articles in Marketing

Kajian Pengukuran Kepuasan Pelanggan: Konsep, Metode, Dan Cara Perhitungan Dalam Paradigma Expectancy Disconfirmation Theory, Ignatius Heruwasto Sep 2014

Kajian Pengukuran Kepuasan Pelanggan: Konsep, Metode, Dan Cara Perhitungan Dalam Paradigma Expectancy Disconfirmation Theory, Ignatius Heruwasto

Jurnal Manajemen dan Usahawan Indonesia

It is unquestionably many believe to the premise that delivering the satisfaction to the consumers would lead the benefit for the firms/industries/goverment/ and society. This concept is used as a competitive strategy for companies to create the profit. Unfortunately, beside thousands of book have been writen with the topic satisfaction, the lack of the measurement method is still prevalent today due to plenty of alternatives. This paper reviews the various meanings of the concept as well as research methods a:nd statistical calculations that can be used in the study. This paper explore each method and its correlation of each other, …


Niches At The Edges: Price-Value Tradeoff, Consumer Behavior, And Marketing Strategy, Syed H. Akhter Jul 2014

Niches At The Edges: Price-Value Tradeoff, Consumer Behavior, And Marketing Strategy, Syed H. Akhter

Syed H. Akhter

Purpose – The purpose of this paper is to examine how the perception of price-value tradeoff is related to overall satisfaction, purchase intention, word-of-mouth advertising, and actual repurchase behavior. Design/methodology/approach – Data on subscribers and single ticket buyers of a major symphony orchestra in the Midwest are used to test the hypotheses. Findings – The ANOVA results show significant differences across the three levels of price-value tradeoff in each of the response variables. Additional analyses of cross-tabulated data show that some of the bivariate relations conform to, as well as depart from, the rational consumer behavior model. Research limitations/implications – …


Moderating Effects Of Service Guarantee, Service Relationship, And Perceived-Risk On Customer Satisfaction, Kungpo Tao Jan 2014

Moderating Effects Of Service Guarantee, Service Relationship, And Perceived-Risk On Customer Satisfaction, Kungpo Tao

Association of Marketing Theory and Practice Proceedings 2014

Customer satisfaction has been one of the most frequently used terms in marketing. With the benefits of customer satisfaction, service providers can save more costs doing customer retention and advertising. Premium pricing, for example, is also the benefit derived from the service’s buffering effect. In service industry, service guarantee and building up service relationship with customers are very common and useful strategies to gain customer satisfaction. Due to the growing competitive industry, marketers have made efforts building the customer-service relationship in order to attract new customers and secure existing relationships with customers. After experienced a service delivery or consumption, customers …


Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan Jan 2014

Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan

Association of Marketing Theory and Practice Proceedings 2014

Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …