Micro & Macro Marketing最新文献_第9页

The effect of incidental information on consumer behavior: an illustration with the choice of a meal in a restaurant 附带信息对消费者行为的影响:以在餐馆中选择一餐为例

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/30798

Renzo Ardiccioni, Céline Jacob, N. Guéguen

引用次数: 0

The Case of North Piedmont Docg 北皮埃蒙特医生案

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/93022

E. Olivetta

引用次数: 1

La ricerca qualitativa per il marketing: lo stato e le prospettive in Italia 市场营销的定性研究:意大利的现状和前景

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/24282

Guendalina Graffigna

引用次数: 0

The role of touchpoints in driving loyalty. Implications for omnichannel retailing 接触点在推动忠诚度中的作用。对全渠道零售的启示

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/91412

Cristina Ziliani, Marco Ieva

{"title":"The role of touchpoints in driving loyalty. Implications for omnichannel retailing","authors":"Cristina Ziliani, Marco Ieva","doi":"10.1431/91412","DOIUrl":"https://doi.org/10.1431/91412","url":null,"abstract":"The current availability of multiple touchpoints enables customers and retailers to continuously interact, leading to an increase in the complexity of the customer experience. Retailers manage the customer experience with the final aim to achieve long-term customer loyalty by designing and continually renewing touchpoint combinations. It becomes therefore relevant to measure the role of each touchpoint within the customer experience and its contribution to the relationship between the customer and the retailer. However, few studies provide a comprehensive view on the role of touchpoints within the customer experience and no studies focus on the relative contribution of touchpoints with respect to customer loyalty. This work aims to address these gaps by providing a comprehensive examination of the relative importance of retail touchpoints in fostering customer loyalty. Data were collected by means of an online survey of over two thousands consumers belonging to the Italian Nielsen panel. Multiple regression models estimate the relationship between retail touchpoint exposure - measured in terms of positivity (the quality of the experience with touchpoints) of exposure - and loyalty measured in terms of relationship commitment and positive word-of-mouth. Empirical evidence reveals that only five out of twenty-three touchpoints contribute to customer loyalty. «Traditional» touchpoints, such as store, store flyers and private labels, as well as «promotional» touchpoints, i.e. loyalty programs, are present among the most important touchpoints.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"42 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":"124475353","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

Consumers’ Reaction to Brands Political Activity 消费者对品牌政治活动的反应

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/95042

Valentina Mazzoli, Laura Grazzini, Diletta Acuti, Raffaele Donvito

引用次数: 3

Editoriale: più marketing per conquistare il mercato agroalimentare statunitense 社论:更多的营销来征服美国的农产品市场

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/82863

G. Bertoli

引用次数: 0

Customer satisfaction nell'impresa-aeroporto 机场业务的客户满意度

Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/21972

A. Parroco, S. Volo