Search results for " marketing"
showing 10 items of 1527 documents
Integrated marketing communications in high-quality hotels of central and southern Dalmatia - A study from the perspective of managers and guests
2012
Although the implementation of Integrated Marketing Communications (IMC) has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in tourism-related sectors. Moreover, previous studies have focused mainly on managers’ opinions while overlooking consumers’ perceptions of IMC. The purpose of this research is to study in greater detail the IMC concept in the tourism sector, specifically in the hotels of Central and Southern Dalmatia, from a double perspective: managers-guests. Therefore, managers of 15 high-quality hotels and 118 guests were …
Integrirana marketinška komunikacija u visoko kategoriziranim hotelima Dalmacije: istraživanje iz perspektive menadžera i gostiju
2012
Although the implementation of Integrated Marketing Communications (IMC) has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in tourism-related sectors. Moreover, previous studies have focused mainly on managers’ opinions while overlooking consumers’ perceptions of IMC. The purpose of this research is to study in greater detail the IMC concept in the tourism sector, specifically in the hotels of Central and Southern Dalmatia, from a double perspective: managers-guests. Therefore, managers of 15 high-quality hotels and 118 guests were …
ACHIEVING EMPLOYEE SATISFACTION BY PURSUING SUSTAINABLE PRACTICES
2013
Internal marketing is based on the satisfaction of employees that eventually leads to the retention and attraction of the best employees that help a company succeed in a highly competitive globalized environment. In the context of internal marketing, sustainability would translate into a triple advantage of employee satisfaction, long-term sustainable profit and a durable planet with less pollution. For a more complete vision of the practice of internal marketing in ten global companies, we researched the satisfaction of employees from two perspectives: current satisfaction at work and motivation to work for the current company over the next three years, as evidence of the present satisfact…
Segmentation of Employee Perceptions in Relation to Corporate Social Responsibility Practices
2013
Sustainability is changing the competitive landscape and reshaping the opportunities and threats that companies face. However, for companies to become green they need employees to develop, believe and engage with these initiatives. To achieve success with sustainable practices, companies can use internal marketing which is based on the satisfaction of employees as a premise to achieve the retention and attraction of top talent that will lead to corporate success. It is estimated that the internal customer satisfaction and loyalty contribute to satisfying the external customers, leading ultimately to a company's profit maximization. In this paper I explore the impact of companies' sustainabi…
Building sustainable contextual ambidexterity through routines: a case study from information technology firms
2020
The purpose of this paper is to explain the role that routines play in achieving sustainable organisational ambidexterity in information technology (IT) firms. Our exploratory analysis of four case studies reveals the key importance of routines in setting the context for sustainable ambidexterity. Companies build up contextual ambidexterity through routines derived from normalization of processes, normalization of skills, and normalization of results. The findings of the study show that routines support IT professionals to decide whether to exploit or explore in each particular case. Firstly, the enabling character of explicit routines as a result of the normalisation of work processes and …
ANÁLISIS DE LOS HOTELES DE ALTA CATEGORÍA DE CROACIA DESDE EL ENFOQUE HOTEL-HUÉSPED / ANALYSIS OF HIGH-QUALITY HOTELS OF CROATIA FROM THE HOTEL-GUEST…
2011
Croacia viene experimentando un auge turístico notable en los últimos diez años. Es crucial para su futuro desarrollo saber gestionar el sector hotelero de acuerdo con las nuevas exigencias del mercado. Este trabajo pretende analizar los hoteles de alta categoría de Croacia desde un doble enfoque hotel-huésped, centrándose en una nueva estrategia de marketing denominada Comunicación Integrada de Marketing (CIM), los avances en las Tecnologías de Información y Comunicación (TIC) y la lealtad. Los resultados demuestran el elevado grado de implantación de las TIC y de la CIM y el grado moderado de los programas de lealtad en los hoteles analizados. Además, confirman la influencia de las TIC en…
Consumer Engagement in Online Settings: Conceptualization and Validation of Measurement Scales
2015
This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and succ…
Relationships among Hedonic and Utilitarian Factors and Exogenous and Endogenous Influences of Consumer Behavior in Tourism
2015
Customer experience is gaining more and more attention from researchers. Particularly in tourism, this experiences may be determined by hedonic or utilitarian factors. However, there are other influences, both exogenous and endogenous, that may impact consumer behaviors in tourism. Thus, in this article, we explore the receptivity of consumers in terms of certain types of influences, exogenous and endogenous, to hedonic and utilitarian factors related to a tourism package. To examine these research questions, we employ exploratory factor analysis, confirmatory factor analysis, and structural equation modelling on a sample of 150 tourists from Europe and North America.
Models Used for Measuring Customer Engagement
2013
The purpose of the paper is to define and measure the customer engagement as a forming element of the relationship marketing theory. In the first part of the paper, the authors review the marketing literature regarding the concept of customer engagement and summarize the main models for measuring it. One probability model (Pareto/NBD model) and one parametric model (RFM model) specific for the customer acquisition phase are theoretically detailed. The second part of the paper is an application of the RFM model; the authors demonstrate that there is no statistical significant variation within the clusters formed on two different data sets (training and test set) if the cluster centroids of t…
DISCOVERING SOCIAL MEDIA BEHAVIOR PATTERNS IN ORDER TO IMPROVE THE MARKETING STRATEGY IN THE CURRENT CHAOTIC ENVIRONMENT
2012
Marketing used to imply paying for your target audience's attention. Nowadays, with the development of inbound marketing, marketers have to attract customers with valuable and useful information that will make them eager to buy. The ever-evolving technology has lead to an intense focus on inbound marketing, in its many forms, in order to lower marketing costs and gain a position in the social web. In this context, this paper explores how companies can benefit from social media marketing by understanding how much of their time customers spend on social media, and which platforms do they find the most engaging.