Customer satisfaction e brand competition (Customer satisfaction and brand competition)
DOI:
https://doi.org/10.7433/s92.2013.10Keywords:
customer satisfaction, intentional behaviours, marketing managementAbstract
Purpose of the paper: this paper proposes a model for customer satisfaction measurement, able to: a) provide a brief overview on customer satisfaction indicators; b) suggest detailed information thorough, which could be useful in order to; c) verify the existence of any connection between customer satisfaction and intentional behaviors, with an in-depth analysis on the role of brand.
Methodology: descriptive and multivariate analysis. Data have been obtained through a structured questionnaire, administered to a non-probabilistic sample made up of 350 consumers who buy jeans.
Results: findings allowed to: a) find out customer satisfaction determinants in the jeans sector; b) observe the existence of a linear relation between satisfaction and post purchase behavior; c) verify the essence of the aforesaid connection in terms of loyalty and, in particular, in reference to top-of-mind brands.
Limitations: the sample does not allow the generalization of the obtained results.
Managerial implications: the work intends to provide useful information in terms of customer satisfaction measurement and marketing strategies implementation in the jeans sector.
Originality: the methodology adopted offers a contribution to the construction of a model of consumer knowledge management able to support the definition of marketing strategies and, in particular, the search for differentiation.
References
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JIN B., KANG J.H (2011), “Purchase intention of Chinese consumers toward a US apparel brand: a test of acomposite behavior intention model”, Journal of Consumer Marketing, vol. 28, n. 3, pp. 187-199.
JOHNS N. (2001), “Importance-performance analysis using the profile accumulation technique”, The Service Industries Journal, vol. 21n. 3, pp. 49-63.
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LABARBERA P. A., MAZURSKY D.,(1983), “A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process”, Journal of Marketing Research, n. 20 (November), pp. 393-404.
LAMBIN J.J. (2012), Market-driven Management, McGraw-Hill, Milano.
LEVENBURG N.M., MAGAL S.R., (2005), “Using Importance-Performance Analysis to Evaluate E-Business Strategies among Small Businesses”, e-Service Journal, vol. 3, n. 3, pp. 29-48.
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LUO X., HOMBURG C. (2007), “Neglected Outcomes of Customer Satisfaction”, Journal of Marketing, vol. 71, n. 2, pp. 133-149.
LUO X., HOMBURG C., WIESEKE J. (2010), “Customer Satisfaction, Analyst Stock Recommendations, and Firm Value”, Journal of Marketing Research, vol. XLVII, pp. 1041-1058.
MAIZZA A. (2013), Management d’impresa e strategie competitive, Cacucci, Bari.
MARTILLA J., JAMES J. (1977), ‘Importance-Performance Analysis’, Journal of Marketing, vol. 41, n. 1, pp. 77-79.
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MATZLER K., BAILOM F., HINTERHUBER H.H., RENZL B., PICHLER J. (2004), “The asymmetric relationship between attribute-level performance and overall customer satisfaction: a reconsideration of the importance-performance analysis”, Industrial Marketing Management, vol. 33, n. 4, pp. 271-277.
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MCMULLAN R., GILMORE A. (2008), “Customer loyalty: an empirical study”, European Journal of Marketing, vol. 42, n. 9-10, pp. 1084-1094.
MOLTENI L., TROILO G. (2003), Ricerche di marketing, Milano, McGraw-Hill.
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OLIVER R.L. (1999), “Whence customer loyalty?”, Journal of Marketing, vol. 63, n. 4, pp. 33-44.
OLIVER R.L. (2010), Satisfaction. A behavioral Perspective on the Consumer, 2nd ed., M.E. Sharpe, Armonk, New York.
PARK W., LEE S. (1999), “A market oriented study on the wearing attitude and purchase behavior of jeans”, Journal of Costume, vol. 43, pp. 109-123.
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2018-10-28
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