Search results for " MARKETING"
showing 10 items of 1527 documents
Customer value in tourism and hospitality: Broadening dimensions and stretching the value-satisfaction-loyalty chain
2019
Abstract Customer value research consists of two main streams, with broad recognition in tourism literature: value dimensions (intra-variable perspective) and relationships among value, satisfaction and loyalty (inter-variable perspective). The conceptual framework reviews and categorizes graphically both streams, evidencing the need of research combining both perspectives. The empirical study uses PLS to validate among a sample of 340 hotel guests, a comprehensive causal model with a high number (eight) of value dimensions -functional (efficiency and excellence), social (status and esteem), hedonic (aesthetic and entertainment) and altruistic (ethics and escapism). Moreover, the model adds…
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment
2016
The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…
Customer Satisfaction in the Hotel Industry: A Case Study from Sicily
2010
In order to be successful in the market it is not sufficient to attract new customers managers must concentrate on retaining existing customers implementing effective policies of customer satisfaction and loyalty. In hotel industry customer satisfaction is largely hooked upon quality of service. A management approach focused on customer satisfaction can improve customer loyalty, thus increasing the positive image of the touristic destination. Hence, exploring the importance for customers of hotel attributes in hotel selection is indispensable. Research on the topic of guest satisfaction, which translates into the consideration of whether or not customers will return to a hotel or advise it …
The role of information technology in relationships between travel agencies and their suppliers
2010
PurposeIn the context of relationship marketing, it is highly important for providers to identify the main buyer relational benefits influencing satisfaction and loyalty so that a continuous and satisfactory business relationship is guaranteed. Since it has been reported that information technology (IT) might constitute a source of satisfaction or dissatisfaction, this paper aims to test the moderating role of IT in the relationships between perceived benefits, satisfaction and loyalty in a business‐to‐business (B2B) setting.Design/methodology/approachA structural equations model was empirically tested. Additionally, the moderating role of IT in the relationships between perceived relationa…
Influence of integrated marketing communication tools upon consumers’ buying decisions in the context of sustainability
2019
A topical business subject of nowadays is the influence of integrated marketing communications (IMC) for sustainability upon various consumer audiences and their buying decisions. From the standpoint of businesses the use of integrated marketing communications in product promotion contributes to the consumption of sustainable, ecological products and, consequently, a healthy lifestyle, yet the factors influencing buyer’s buying decisions still remain topical. In this research the authors surveyed buyers of Latvian food retail chains to find out the influence of promotion-related integrated marketing communication tools for sustainability upon buyers’ buying decisions. The research brings co…
La influencia de las capacidades dinámicas de marketing y de la capacidad de integración multicanal en los resultados de exportación: una aplicación …
2019
Las pequeñas y medianas empresas (pymes) son el pilar fuerte de la economía mexicana, aunque muestran niveles bajos en la exportación. El comercio electrónico está transformando el panorama global del comercio abriendo nuevas oportunidades en los mercados internacionales, especialmente para las pymes. De esta forma una vía de desarrollo para estimular la actividad exportadora de este tipo de empresas es la evolución desde canales de distribución tradicionales a sistemas en los que estos se combinan con canales online. La adopción de un sistema de distribución multicanal que integre los canales online con los canales tradicionales u offline requiere de una adaptación, reconfiguración y gesti…
Activity-based Management in France: A focus on the information systems department of a bank
2011
International audience; The aim of the paper is to describe the Activity-based Costing and Management methods applied in France. For that purpose, we use a literature review and a case study. In a first time, we analyse the origins of the methods and their diffusion. Then we present the French situation. Finally, we propose a case study that takes place in a French bank. Our paper shows that the ABC and ABM methods are as developed in France as in the Anglo-Saxon countries and that the methods are strategically oriented.
CSR communication through social media: a neurophysiological and self-reported perspective
2022
La Responsabilidad Social Corporativa (RSC) se está reconsiderando como un elemento crucial en las estrategias de posicionamiento y promoción de las empresas. De hecho, compite en importancia con la calidad del producto o servicio a la hora de construir una imagen de marca y comunicarla a los stakeholders, en especial a los clientes. Las empresas de estos sectores han encontrado en las redes sociales un medio directo, accesible e interactivo para plasmar sus iniciativas de RSC. El objetivo general de este proyecto de tesis es profundizar en las particularidades de la comunicación de la RSC a través de las redes sociales en el sector hotelero y de restauración. Se busca conocer cómo afecta l…
Designing a Low-Fat Food Packaging: Comparing Consumers’ Responses in Virtual and Physical Shopping Environments
2021
This paper aims to test to what extent emotional responses towards a low-fat product presented virtually converge with emotional responses toward this product when presented physically. Second, we want to probe if low-order emotions (physiological/unconscious responses) and high-order emotions (cognitive/conscious responses) converge to explain healthy product choices. To this end, 83 young participants were engaged in our experiment. Two packaging design variables were manipulated with the help of a real company (the color and the message), so that six different packages were created. Two different buying contexts were simulated: A virtual context and a physical context. Physiological resp…
Fashion Technology : What Are the Limits of Emerging Technological Design Thinking?
2021
Designing intelligent technologies is a multidisciplinary process. From this perspective, fashion has continued to be an under explored dimension of technology design. While there persistently are connections between the term fashion and the clothing design industry, an historical and sociological approach to fashion reveals a much deeper and permeating understanding of the notion and its implications across the technological world. During recent popular developments, the interrelationship between fashion as a concept and technology as components and proponents of fashion – technology as fashion promoter (think of Tiktok, Instagram, Facebook and even LinkedIn for example), and technology as…