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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
The Relationship Between Organizations' Response To Customer Complaints, Customer Trust, And Loyalty, Abimbola Ajibola
The Relationship Between Organizations' Response To Customer Complaints, Customer Trust, And Loyalty, Abimbola Ajibola
All Graduate Theses, Dissertations, and Other Capstone Projects
The purpose of this quantitative study was to examine the relationship between organizations’ responses to customer complaints and their effects on customer loyalty and trust. Four hypotheses were established for this study to help us gain a greater understanding of the dynamics of the responses to customer complaints and their relationship with trust and loyalty. Five independent variables (apology, timeliness, explanation, compensation, and dialogue/active listening) and two dependent variables (trust and brand loyalty) were used to test the hypotheses. An online survey was conducted through Qualtrics and data were collected from participants who were students at a Midwestern University. Facebook …
Assessing The Effect Of Personality Characteristics Of Minnesota Golfers On The Brand Equity Of Golf Drivers, Eric Schinella
Assessing The Effect Of Personality Characteristics Of Minnesota Golfers On The Brand Equity Of Golf Drivers, Eric Schinella
All Graduate Theses, Dissertations, and Other Capstone Projects
Although many researchers have focused on the attributes of a product that affect brand equity, this study focuses on the attributes of the consumer that affect brand equity. More specifically, the current study examines how a variety of golfer personality characteristics affect the equity they assign to various brands of golf equipment. The results of the survey showed that as golfers are more skilled, they are willing to pay a higher premium for their preferred driver. This may be because golfers who are more skilled tend to take the sport more seriously and will probably have no problem spending more …