幸福营销：顾客忠诚对幸福的作用

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-11-14 DOI:10.1080/10496491.2022.2143983

Gina Pipoli de Azambuja, Gustavo Rodriguez Pena, Enver Gerald Tarazona Vargas

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引用次数: 3

摘要

摘要本研究旨在分析忠诚度对顾客幸福感的影响。因此，我们研究了心理变量如模仿和依恋类型的作用。样品由524箱组成，对应于秘鲁客户。采用多元线性回归模型来评估我们的假设。采用AIC逐步选择变量。这项研究的一个重要发现是，具体和抽象的忠诚可以预测秘鲁顾客的幸福感。在原创性方面，文章评估忠诚对幸福的影响，这代表了一个研究差距，并有助于辩论关于营销目的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Marketing of Happiness: The Role of Customer Loyalty on Happiness

Abstract This study aims to analyze the effect of loyalty on customer happiness. Therefore, the role of psychological variables such as copying, and attachment styles were studied. The sample was comprised of 524 cases corresponding tdo Peruvian customers. A multiple linear regression model was performed to evaluate our hypotheses. The stepwise method was used to select variables using AIC. An important finding of this study was that concrete and abstract loyalties can predict happiness among Peruvian customers. In terms of originality, the article evaluates the effect of loyalty on happiness that represents a research gap and contributes to debate about the marketing purpose.

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.