0000000000595873
AUTHOR
Mihai ŢIchindelean
Analyzing Consumer Engagement Programs from the Perspective of a Qualitative Research of Marketing Executives
Abstract Consumer engagement is a multidimensional concept comprising cognitive, emotional, and/or behavioral dimensions, and plays a central role in the process of developing long lasting relationships with mutual benefits for companies and their customers. In the Internet-context, consumers can co-create experiences and personal value through engagement in activities that involve interactivity and networking with companies in the online environment. In this technology-driven framework, consumer engagement programs can offer a valuable opportunities for companies that are active in an online setting. The present research implies a qualitative study conducted using interviews with marketing…
Using Factor Analysis in Relationship Marketing
Abstract The purpose of the paper is to present a detailed application of the factor analysis technique within the domain of relationship marketing. A comprehensive literature review is undertaken regarding the concept of customer loyalty – an important variable of relationship marketing. Loyalty is defined by its two dimensions – behavioral and attitudinal; the second dimension is understood through the three components of the human psyche: affective, cognitive and conative. Conative Loyalty is measured through four items which are statistically and semantically reduced to two items without a heavy loss of information.