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E-customer strategy: la fidelizzazione del cliente on line 电子客户策略:la fidelizzazione del client on line
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/73352
C. Benevolo, Valeria Burlando
{"title":"E-customer strategy: la fidelizzazione del cliente on line","authors":"C. Benevolo, Valeria Burlando","doi":"10.1431/73352","DOIUrl":"https://doi.org/10.1431/73352","url":null,"abstract":"The present paper shows a proposal of strategy with which a firm,that is starting an on line business, can reach a competitive advantagebased on customer satisfaction, trust and loyalty: these are really importantassets for the hypercompetitive online environment.The implementation of an e-customer strategy is substantiallybased on the opportunities linked to the development of digital applications,the correct use of analysis techniques of digital tools trafficand the consciousness of the relational dynamics that rule digital environments.The present work aims to give a review of the most important literarycontributions to explain the theoretical and operative approachto e-customer strategy and aims to apply these concepts to the newdigital context: the definition of presuppositions about the on line environmentand consumer behavior, the consciousness of the most importanttools and the right knowledge about how to use the resultsof the techniques of analysis represent the key elements to reach customerloyalty.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"69 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115738866","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Savio Macchine Tessili e Stark: strategie di internazionalizzazione commerciale nei mercati emergenti 萨维奥纺织机械和斯塔克:新兴市场的国际化战略
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/37153
M. Chiarvesio, R. Tabacco
{"title":"Savio Macchine Tessili e Stark: strategie di internazionalizzazione commerciale nei mercati emergenti","authors":"M. Chiarvesio, R. Tabacco","doi":"10.1431/37153","DOIUrl":"https://doi.org/10.1431/37153","url":null,"abstract":"The strong potential of the emerging countries is often accompanied by difficulties due to the high psychic and institutional distance be- tween them and more developed countries. In recent years a growing number of works has analyzed the behavior of firms in these countries; but the focus is mainly on multinationals, while the empirical research on the experience of small and medium-sized enterprises is not yet well developed, especially within the Italian context. The paper aims at introducing the results of an explorative analysis concerning the distribution policies that two companies of mechanical industry have adopted to enter India and China. The paper will discuss the organizational and strategic impact of the decision to enter in those countries.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115805240","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Service Quality and Relationship Quality in the Retail Sector 零售业的服务质素及关系质素
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/83710
A. Angelini, Gregorio Giovannetti
{"title":"Service Quality and Relationship Quality in the Retail Sector","authors":"A. Angelini, Gregorio Giovannetti","doi":"10.1431/83710","DOIUrl":"https://doi.org/10.1431/83710","url":null,"abstract":"Service quality has effects on customers' satisfaction and, in general, on the factors at the origin of competitive advantages. This justifies the special attention given to this topic by both academics and operators. This article presents first a theoretical framework of the above-mentioned topic and then the results of an empirical survey conducted within the chain IperSoap. This work has required us to define an \"ad hoc\" model of analysis for service quality. The model starts from existing ones and takes into account the specific characteristics of the sector. The results obtained have allowed the business management to identify the service problems and to undertake actions to solve them. These results have been achieved thanks to the choice of specific \"items\" and service categories that have allowed us to go into the details of the supply problems. In the final section, the principal managerial implications and possible developments in research are discussed.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"275 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115880414","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
La scelta della scala di valutazione: contributo ad un tema inesauribile 评估规模的选择:对一个取之不尽用之不竭的主题的贡献
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/2363
Giorgio Marbach
{"title":"La scelta della scala di valutazione: contributo ad un tema inesauribile","authors":"Giorgio Marbach","doi":"10.1431/2363","DOIUrl":"https://doi.org/10.1431/2363","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114715403","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Esperienze di business marketing: il caso 1city.biz 商业营销经验:案例1city.biz
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/30159
A. Codini
{"title":"Esperienze di business marketing: il caso 1city.biz","authors":"A. Codini","doi":"10.1431/30159","DOIUrl":"https://doi.org/10.1431/30159","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115069786","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Luxury and Sustainability: How Consumer-related Characteristics May Influence the Effectiveness of Different Sustainability Dimensions 奢侈品与可持续性:消费者相关特征如何影响不同可持续性维度的有效性
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/100338
Cesare Amatulli, M. Angelis, Veronica Spataro
{"title":"Luxury and Sustainability: How Consumer-related Characteristics May Influence the Effectiveness of Different Sustainability Dimensions","authors":"Cesare Amatulli, M. Angelis, Veronica Spataro","doi":"10.1431/100338","DOIUrl":"https://doi.org/10.1431/100338","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116826559","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
La Fabbrica della Pasta di Gragnano: innovazione e internazionalizzazione del made in Italy Gragnano面食工厂:意大利制造的创新和国际化
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/79731
D. Fortuna
{"title":"La Fabbrica della Pasta di Gragnano: innovazione e internazionalizzazione del made in Italy","authors":"D. Fortuna","doi":"10.1431/79731","DOIUrl":"https://doi.org/10.1431/79731","url":null,"abstract":"The purpose of this paper is to analyze the interrelated role of innovation strategies and internationalization, particularly in small and medium-sized firms in the traditional made in Italy industries. The core hypothesis is that internationalization strategies may represent a possible solution to the maturity of the domestic market, while innovation - above all market innovation - allows to strengthen the linkage with the consumers and to differentiate from the competitors on international scale. The research questions are: 1. what is the role of innovation strategies for the international competitiveness of made in Italy small and medium sized enterprises? Is the belonging to a traditional industries a barrier to innovativeness? 2. what is the role of internationalization in stimulating the innovation processes of made in Italy small and medium sized enterprises? The methodology is based on the qualitative approach of the single case study, with explorative goals relating to internationalization and innovation in the traditional industry of pasta. Results of the case study «La Fabbrica della Pasta di Gragnano» indicate that revitalization of the pasta brands, especially for small local enterprises, require two pillars: the union of tradition and innovation, and the international growth. In «La Fabbrica della Pasta» the relation innovation/internationalization is related to trans-national focus strategies: product, process and marketing innovations form the basis of internationalization, and internationalization proves to be fundamental for the feasibility of high quality niche strategies.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"122 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116026783","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Prodotti verdi: uno studio sperimentale sugli atteggiamenti e sulle scelte del consumatore 绿色产品:一项关于消费者态度和选择的实验研究
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/35142
P. Luca, G. Pegan
{"title":"Prodotti verdi: uno studio sperimentale sugli atteggiamenti e sulle scelte del consumatore","authors":"P. Luca, G. Pegan","doi":"10.1431/35142","DOIUrl":"https://doi.org/10.1431/35142","url":null,"abstract":"This article investigates the relationship between attitude and consumer behavior toward green products, in order to understand thereasons of the reoccurring low attitude-behavior consistency in greenconsumption. The presented study is rooted in the framework of constructed preferences, and assumes that task and context variables can influence green decision making and also the relationship between green attitude and buying behavior. In particular, the role of time pressure and visual prime, not yet investigated in this perspective, are examined in order to understand if these factors can affect attitudes and purchasing decisions toward green products and the relationship between them. After the literature review, a synthesis of the findings of a laboratory experiment is presented. The results support the significant role of these two variables to understand the relationship between attitudes and purchasing decisions toward green products and, at the same time, suggest directions for future researches and managerial implications.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"134 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116341483","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
L'information technology nelle relazioni banca-impresa: la prospettiva del sensemaking 银行与企业关系中的信息技术:sensemaking的前景
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/37151
Daniela Pettinao
{"title":"L'information technology nelle relazioni banca-impresa: la prospettiva del sensemaking","authors":"Daniela Pettinao","doi":"10.1431/37151","DOIUrl":"https://doi.org/10.1431/37151","url":null,"abstract":"The aim of this work is to delineate a possible reading in terms of the expansion and evolution of business-client relationships and to analyse the role played in these relationships by IT. The analysis will be conducted in relation to a specific sector, financial brokerage, and, within that, the principal player, the bank itself. This paper brings theory and practice together by synthesising the existing literature with real-life experience of an Italian bank.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"100 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123590430","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Oltre la ricerca: considerazioni e prospettive per l'immigrazione in Italia 研究之外:移民到意大利的考虑和前景
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/14151
Bosio Albino Claudio
{"title":"Oltre la ricerca: considerazioni e prospettive per l'immigrazione in Italia","authors":"Bosio Albino Claudio","doi":"10.1431/14151","DOIUrl":"https://doi.org/10.1431/14151","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123674288","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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