Search results for "jel:M31"
showing 10 items of 24 documents
Employee Satisfaction Measurement – Part of Internal Marketing
2012
Since 1980 service companies have realized that standards and technology are essential for the successful implementing of the adopted strategy, but not enough. Without employees with the proper attitude, knowledge and skills, strategy can not generate the desired results. Great service companies highlight that employees (front-line employees) are responsible for the implementation of the service strategy, their satisfaction and loyalty having a direct and strong influence on the satisfaction and loyalty of the customers. In this context, this paper aims to highlight the importance of employees in delivering reliable services, as well as how to measure employee satisfaction levels. Regarding…
Social media evaluation metrics
2016
Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use. But each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. Authors believe that the methods that are designed to evaluate online marketing activities should also be more specific. Hence authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities depending on consumer purcha…
A Comparative Facebook Content Analysis between Romanian and Western European Airline Carriers
2014
This research aims to investigate the different social media strategies adopted by the airline companies from two European regions. In the attempt to land more customers on their social media runway, drive more sales from social media content, increase customer satisfaction through a high response rate or increase their brand awareness, the airlines combine creativity and high-quality ideas to better promote their products and services to customers all around the globe. The paper analyses the content (number of fans, posts, number of likes, the dynamics of comments, response rate) on the Facebook pages of Tarom, Blue Air, Wizz Air, Lufthansa, Austrian Airlines, KLM International and Air Eur…
Análisis de los factores determinantes del uso de mensajes SMS para participar en programas de televisión
2010
[ES] El envío de mensajes cortos a programas, anuncios o concursos de televisión se ha convertido hoy en día en una fuente importante de ingresos tanto para los operadores de telefonía móvil como para las cadenas y productoras televisivas. El objetivo del presente trabajo es analizar cómo contribuye la actitud y la relación individuo-medio en que el telespectador utilice este servicio de mensajería para participar en los programas televisivos. Los resultados ponen de relieve que tanto la compatibilidad del individuo con el servicio como el entretenimiento percibido al participar en este tipo de programas y la actitud hacia el uso son factores determinantes de la utilización del servicio. [E…
Un enfoque de marketing de relaciones a la educación como un servicio: aplicación a la Universidad de Valencia
2014
Esta investigación se plantea como una aproximación exploratoria a la vez que innovadora, en la medida en que su objetivo básico es el de aplicar el paradigma del marketing de relaciones al análisis de la gestión educativa. Más concretamente, lo que se persigue es construir un modelo integrado de relaciones entre el egresado y la universidad. Se realizaron 500 encuestas a egresados de una universidad española y se utilizaron modelos de ecuaciones estructurales para contrastar las relaciones planteadas. La aportación fundamental del trabajo radica en la conceptuación y medición de variables relativas al comportamiento y percepción de los egresados. Los resultados más relevantes confirman tre…
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.
Motivators That Intervene in the Decision Making Process in Tourism
2014
Being part of the tourism industries involves many researches and analyses in different periods of time, regarding different segments of consumers. Therefore, it is important to be aware of all the factors and motivators that influence a tourist to purchase a particular tourism services. These complex variables are crucial for the final purchase decision of an offer with emotional value for customers. This paper presents the principals motivators which intervene in the decision making process that should be acknowledged by marketers in order to provide the ideal tourism package.
Market Segmentation in the Decision Making Process in Tourism
2014
In this paper, I examine the responses of 154 tourists in relation to their predisposition to purchase and the patterns and habits that are usually decisive in the decision making process regarding tourism services or products. For this research, I conducted a selective direct research, whose purpose was to obtain a segmentation of consumers who purchase tourism services based on specific dimensions of behavior. This research also implied studying the behavior of current and potential customers who purchase travel services depending on several variables for establishing different consumption habits. Thus, to establish a more detailed image of the tourists who participated in this direct and…