Описание: This paper provides a guideline for how the entire process chain of automotive after-sales services could be researched in China. In addition, Schwartz's individual level value theory is introduced as a beneficial operationalisation approach to cultural marketing. So, values are modelled as exogenous variables in order to show which ones are really causal. A total of 301 Chinese workshop customers were surveyed to assess the critical success factors of after-sales services via partial least squares structural equation modelling. After-sales services have become very important in the automobile industry. However, this area has not been sufficiently researched, particularly with regard to China, the most important car market globally.
Описание: Helps you understand consumer psychology to drive profits and growth. This title explains how consumers perceive services and shows you how toenhance the customer experience - every time. It identifies and demystifies the psychological triggers behind customer behavior.
Автор: Paharia Rajat Название: Loyalty 3.0: How to Revolutionize Customer and Employee Enga ISBN: 0071813373 ISBN-13(EAN): 9780071813372 Издательство: McGraw-Hill Рейтинг: Цена: 5489.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The new secret to driving Loyalty that pays. Once revolutionary, loyalty programs designed to differentiate products quickly became commoditized. This book shows you how to create a system powered by human motivation and digital technology that creates ongoing, persistent engagement among customers, employees, and partners.
Автор: Christian Zeidler Название: Mobile Support in Customer Loyalty Management ISBN: 3834914363 ISBN-13(EAN): 9783834914361 Издательство: Springer Рейтинг: Цена: 10480.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Companies are increasingly faced with the fact that the communication habits of their customers have changed sustainably - not only through the use of the Internet, but even more through the use of mobile services. Traditional marketing and communi- tion instruments are increasingly being supplemented or even replaced by the direct, personalized address of the customer. The most powerful tool for this kind of com- nication is the mobile phone. It provides a direct and interactive communication ch- nel to the customer. For numerous people, the mobile phone is no longer simply p- ceived as another medium, but rather as an indispensable part of daily life, even as part of their personality. At the same time, it is not only used for telephony, but also as a central communication and information hub. While the Internet is increasingly leaving the traditional personal computer, and conquering the mobile phone, the sending of messages via mobile phone has been a standard way of communicating, not only for young audiences. This suggests the assumption that the direct communication channel will be used strongly by marketers in the near future in order to attract new customers and provide extended services to existing ones. Since it is such a powerful tool, its use represents a particular challenge for companies - as it represents the direct, sensitive connection to the heart and mind of the customer.
Автор: Weindel Название: Retail Brand Equity and Loyalty ISBN: 365815036X ISBN-13(EAN): 9783658150365 Издательство: Springer Рейтинг: Цена: 9141.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Julia Weindel provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. Second, she shows that retail brand equity and perceived value have a reciprocal relationship. The author analyzes which one of these has stronger effects on loyalty. Third, she addresses the interdependencies between brand beliefs, retail brand equity, and loyalty within multichannel retail structures. The study is forced through the knowledge that management of retail brands is highly valuable for scholars and managers, because retail brand equity is known to strongly influence consumer behavior in various contexts. The retail brand represents a valuable asset for retailers which need to know the levers of retail brand equity.
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