Search results for "Màrqueting"
showing 5 items of 15 documents
Customer Loyalty in Clusters: Perceived Value and Satisfaction as Antecedents
2009
Purpose: This paper studies, from the perspective of relationship marketing, the loyalty behavior of industrial customers in the context of a cluster. Loyalty is a key variable for studying long term relationships between firms. Research implications: Recent advances in consumer and services marketing consider that perceived value and satisfaction are central to explaining customer loyalty. However, very few studies in B2B explain the antecedents of customer loyalty. This study adopts the relationship marketing approach, and loyalty behavior is being analyzed in a specific setting: an industrial cluster. Furthermore, the effect of the number of suppliers is analyzed as a possible moderator …
Difusión de innovaciones en la agricultura ecológica y análisis de redes sociales : un ensayo de aplicación
2021
La manera en la que las innovaciones se difunden sobre el territorio tiene una estrecha relación con la configuración de las redes del productor agrario en torno a las organizaciones. En esta investigación se estudia la relación entre los flujos de información y las redes personales en la agricultura ecológica que directa o indirectamente promueven las innovaciones en el sector. A partir de un listado de 28 innovaciones, agrupadas en cuatro categorías (Producto, Proceso, Organización y Marketing) se realizan entrevistas en profundidad a 11 actores relacionados con la agricultura ecológica las provincias de Castellón y Valencia para analizar las redes de difusión de innovaciones. Con los dat…
Creating Shared Value: Exploration in an Entrepreneurial Ecosystem
2022
The effects of companies on society and the practices of Corporate Social Responsibility have been the source of interest for many research studies. Questions concerning the traditional model resulted in Porter and Kramer developing the concept of Creating Shared Value, an approach where companies consider the value of society and the environment in their business models, creating value for all stakeholders. We take the issue of shared value creation in an entrepreneurial ecosystem to determine how clustered companies understand and create shared value, identifying its antecedents and consequences. Using a single case study, we were able to identify that the entrepreneurial ecosystem become…
Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty
2021
Omni-channel retailing consists of the complete alignment of the different channels and touchpoints that generate a seamless experience for consumers, allowing them to move freely through all channels. The consumer's perception of a seamless and consistent omni-channel experience is called intensity. This study reveals that this intensity in the shopping experience can offer value to consumers, and that intensity and shopping value also influence satisfaction and loyalty. We propose a relationship model that had been tested in a quantitative study with PLS, with a representative sample of buyers who had used the Click and Collect system. The main contribution of this study is to the literat…
Màrqueting i direcció de vendes
2013
La direcció de vendes es pot definir com la planificació, l’organització, l’execució i el control de les polítiques i estratègies de vendes d’una organització, desenvolupada dins de l’àmbit del pla global de màrqueting i, per tant, sotmesa als seus mateixos límits, que són l’entorn empresarial (competidors, tecnologia, legalitat, etc.) i la mateixa organització interna (objectius, recursos, etc.). En aquest context, la tasca fonamental del cap de vendes és manejar el seu equip de venedors per obtenir vendes que generen beneficis a l’empresa i deixar els clients satisfets. Per tant, l’estabilitat professional dels integrants de la força de vendes estarà condicionada per la manera en què el d…