Metrika članka

  • citati u SCindeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[=>]
  • posete u poslednjih 30 dana:16
  • preuzimanja u poslednjih 30 dana:8
članak: 4 od 15  
Back povratak na rezultate
Marketing
2018, vol. 49, br. 2, str. 113-123
jezik rada: engleski
vrsta rada: originalan članak
doi:10.5937/markt802113B

Creative Commons License 4.0
Promocione aktivnosti i zadovoljstvo kupaca - dugoročan uticaj ili privremena marketinška iluzija?
Univerzitet u Novom Sadu, Tehnički fakultet 'Mihajlo Pupin', Zrenjanin

e-adresa: mihalj.bakator@uns.ac.rs, dejan.djordjevic@tfzr.rs

Sažetak

U ovom radu ispituje se uticaj promocionih aktivnosti na zadovoljstvo kupaca. Dodatno, analizirani su ključni marketing konstrukti u skladu sa ciljevima samog istraživanja. Ovi konstrukti su opaženi kvalitet, lojalnost prema brendu i iskustvo kupaca. Cilj ovog istraživanja je određivanje efektivnosti promocionih aktivnosti sa aspekta zadovoljstva kupaca u modernom marketing okruženju. Podaci su prikupljeni putem onlajn upitnika. Ukupno 466 ispitanika (kupci, potrošači, korisnici različitih proizvoda) je popunilo i vratilo upitnik. Struktuirani upitnik je distribuiran u Srbiji. Nalazi ukazuju na to da promocione aktivnosti imaju veliki uticaj na kupce i njihova iskustva nakon kupovine. Dalje, rezultati pokazuju kako promocione aktivnosti utiču na subjektivna mišljenja kupaca i potrošača kada su proizvodi u pitanju. Kako promocione aktivnosti i zadovoljstvo kupaca igraju važnu ulogu u marketing okruženju, može se tvrdtiti da ovaj rad pruža podršku i doprinosi postojećoj literaturi u ovom domenu.

Ključne reči

promocione aktivnosti; lojalnost prema brendu; opaženi kvalitet; zadovoljstvo kupaca; marketing oruženje

Reference

*** (2008) Limited Information and Advertising in the U.S. Personal Computer Industry. Econometrica, 76(5): 1017-1074
Akaka, M.A., Alden, D.L. (2015) Global brand positioning and perceptions. International Journal of Advertising, 29(1): 37-56
Buil, I., de Chernatony, L., Martínez, E. (2013) Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1): 115-122
Chen, C.F., Chen, F.S. (2010) Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1): 29-35
Chen, C.M., Ann, B.Y. (2014) Efficiencies vs. importance-performance analysis for the leading smartphone brands of Apple, Samsung and HTC. Total Quality Management & Business Excellence, 27(3-4): 227-249
Gil, B.R., Fraj, A.E., Martínez, S.E. (2007) Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3): 188-199
Gliem, J.A., Gliem, R.R. (2003) Calculating, interpreting, and reporting Cronbach's alpha reliability coefficient for Likert-type scales. u: Midwest Research-to-Practice Conference in Adult, Continuing, and Community Education, Columbus, OH
Griffith, D.A. (2010) Understanding multi-level institutional convergence effects on international market segments and global marketing strategy. Journal of World Business, 45(1): 59-67
Gruca, T.S., Rego, L.L. (2005) Customer satisfaction, cash flow, and shareholder value. Journal of Marketing, 69(3): 115-130
Harms, B., Bijmolt, T.H.A., Hoekstra, J.C. (2017) Digital Native Advertising: Practitioner Perspectives and a Research Agenda. Journal of Interactive Advertising, 17(2): 80-91
Hauke, J., Kossowski, T. (2011) Comparison of Values of Pearson's and Spearman's Correlation Coefficients on the Same Sets of Data. Quaestiones Geographicae, 30(2)
Heerde, H.J., Gijsenberg, M.J., Dekimpe, M.G., Steenkamp, J.B. (2013) Price and advertising effectiveness over the business cycle. Journal of Marketing Research, 50(2): 177-193
Hoban, P.R., Bucklin, R.E. (2015) Effects of internet display advertising in the purchase funnel: Model-based insights from a randomized field experiment. Journal of Marketing Research, 52(3): 375-393
Hollebeek, L.D. (2011) Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8): 785-807
Hu, H.H., Kandampully, J., Juwaheer, T.D. (2009) Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. Service Industries Journal, 29(2): 111-125
Jain, S.C., Haley, G.T. (2009) Marketing planning and strategy. South-Western Publishing Company
Jang, H., Olfman, L., Ko, I., Koh, J., Kim, K. (2008) The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3): 57-80
Kassim, N., Asiah, A.N. (2010) The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings. Asia Pacific Journal of Marketing and Logistics, 22(3): 351-371
Keller, K.L. (2009) Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3): 139-155
Kim, J., Morris, J.D., Swait, J. (2008) Antecedents of True Brand Loyalty. Journal of Advertising, 37(2): 99-117
Kim, S.H. (2008) Moderating effects of Job Relevance and Experience on mobile wireless technology acceptance: Adoption of a smartphone by individuals. Information & Management, 45(6): 387-393
Kotler, P. (2003) Marketing Insights from A to Z. Hoboken, NJ: John Wiley & Sons
Kotler, P., Armstrong, G. (2017) Principles of Marketing. Essex: Pearson Education, (17 ed.)
Kotler, P., Keller, K.L. (2016) Marketing Management. Essex: Pearson Education Limited, (15 ed.)
Kuo, Y.F., Wu, C.M., Deng, W.J. (2009) The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4): 887-896
Lin, L.Y. (2010) The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1): 4-17
Loda, M.D. (2014) Suggesting a More Effective Way to Use the Promotional Mix in Services. Services Marketing Quarterly, 35(4): 304-320
Maulani, T.S. (2017) The effectiveness of promotional mix toward image of the thematic day in bandung. International Journal of Business, Economics and Law, 12(2): 26-34
Mazodier, M., Merunka, D. (2012) Achieving Brand Loyalty Through Sponsorship: The Role of Fit and Self-congruity. Journal of the Academy of Marketing Science, 40(6): 807-820
Mckay-Nesbitt, J., Manchanda, R.V., Smith, M.C., Huhmann, B.A. (2011) Effects of age, need for cognition, and affective intensity on advertising effectiveness. Journal of Business Research, 64(1): 12-17
Mishra, A., Bhusan, S., Dash, D.C. (2014) Linking user experience and consumer-based brand equity: the moderating role of consumer expertise and lifestyle. Journal of Product & Brand Management, 23(4): 333-348
Moorthy, S., Zhao, H. (2000) Advertising Spending and Perceived Quality. Marketing Letters, 11(3): 221-233
Muyammil, H., Haffey, S., Riaz, A. (2010) Factors affecting customer satisfaction. International Research Journal of Finance and Economics, 60(1): 44-62
Nam, J., Ekinci, Y., Whyatt, G. (2011) Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3): 1009-1030
Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., Wirth, F. (2004) Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2): 209-224
Odin, Y., Odin, N., Valette-Florence, P. (2001) Conceptual and operational aspects of brand loyalty: An empirical investigation. Journal of Business Research, 53(2): 75-84
Pappu, R., Quester, P. (2016) How does brand innovativeness affect brand loyalty?. European Journal of Marketing, 50(1): 2-28
Percy, L. (2014) Strategic Integrated Marketing Communications. Routledge
Powers, T.L., Choi, S., Jack, E.P. (2017) The influence of store versus service satisfaction on retail customer loyalty: An abstract. u: Academy of Marketing Science World Marketing Congress
Powers, T.L., Loyka, J.J. (2010) Adaptation of Marketing Mix Elements in International Markets. Journal of Global Marketing, 23(1): 65-79
Rust, R.T., Inman, J.J., Jia, J., Zahorik, A. (1999) What you don't know about customer-perceived quality: The role of customer expectation distributions. Marketing Science, 18(1): 77-92
Ryu, K., Lee, H.R., Kim, W.G. (2012) The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2): 200-223
Sahin, A., Zehir, C., Kitapçı, H. (2011) The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands. Procedia - Social and Behavioral Sciences, 24: 1288-1301
Severi, E., Ling, K.C. (2013) The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity. Asian Social Science, 9(3)
Speck, P.S., Elliott, M.T. (1997) The Antecedents and Consequences of Perceived Advertising Clutter. Journal of Current Issues & Research in Advertising, 19(2): 39-54
Sweeney, J., Swait, J. (2008) The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3): 179-193
Tellis, G.J. (1988) Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice. Journal of Marketing Research, 25(2): 134-144
Torres-Moraga, E., Vasquez-Parraga, A.Z., Zamora-Gonzalez, J. (2008) Customer satisfaction and loyalty: start with the product, culminate with the brand. Journal of Consumer Marketing, 25(5): 302-313
Truong, Y., Klink, R.R., Simmons, G., Grinstein, A., Palmer, M. (2017) Branding strategies for high-technology products: The effects of consumer and product innovativeness. Journal of Business Research, 70: 85-91
Tsiotsou, R. (2006) The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2): 207-217
Vidas-Bubanja, M., Bubanja, I. (2015) Competitive management strategy for print media advertising activities. Journal of Engineering Management and Competitiveness (JEMC), vol. 5, br. 2, str. 68-76
Wilska, T. (2003) Mobile Phone Use as Part of Young People's Consumption Styles. Journal of Consumer Policy, 26(4): 441-463
Zhang, M., Luo, N. (2016) Understanding relationship benefits from harmonious brand community on social media. Internet Research, 26(4): 809-826
Žabkar, V., Brenčič, M.M., Dmitrović, T. (2010) Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4): 537-546