邻里商店的文化与关系营销——对哥伦比亚周边地区的分析

IF 1.2 Q4 BUSINESS
Juan Manuel Andrade Navia, Dagoberto Páramo Morales, Elías Ramírez Plazas
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引用次数: 0

摘要

社区商店是一种植根于发展中国家社会的社会和经济结构的业务,因此从学术和研究的角度分析它们在这些领域的重要性是有吸引力的。本研究从另一个角度来评估文化对邻里商家与消费者关系营销的影响。因此,消费者被呈现为插入社会现实中的人,而不是简单的交换事项。本研究为定量研究,采用演绎法和相关法,生成并验证了一种带有李克特量表的调查型测量工具,用于评估变量之间的关系。使用Cronbach 's Alpha测量量表的信度,在文化(a: 0.85)和关系营销(a: 0.93)方面获得了可接受的结果。结果表明,文化与关系营销之间存在正相关关系:信任(0.789;p & lt;0.00),承诺(0.658;p & lt;0.00),满意度(0.853;p & lt;0.00),忠诚度(0.753;p & lt;0.00),从而使邻里商店的业务关系基于文化考虑,并在参与成员之间的不断互动中建立和维持;经常参加的店主、消费者、朋友和亲戚都有很深的联系,因为他们通过仪式和仪式的表演被占有,其中参与者的价值观、信仰、心理表征、信任、承诺、满足和忠诚是隐含的,为买卖双方的关系赋予了活力,他们自己称之为“社交联系”。作者感谢南哥伦比亚大学和北方大学对研究发展的支持。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Culture and relationship marketing in neighborhood stores: Analysis of a peripheral region in Colombia
Neighborhood stores are a business that is rooted in the social and economic structure of societies in developing countries, so their importance in these areas is attractive to analyze from an academic and research perspective. This study evaluated the influence of culture on relationship marketing between neighborhood merchants and their consumers from an alternative perspective to traditional approaches. Thus, a consumer is presented as a human being inserted in a social reality and not as a matter of simple exchange. The study was quantitative in nature, approached from the deductive and correlational method, for which a survey-type measurement instrument with a Likert scale was generated and validated that evaluated the relationship between variables. The reliability of the scale was measured using Cronbach’s Alpha, obtaining acceptable results for culture (a: 0.85) and relationship marketing (a: 0.93). The results indicate a positive relationship between culture and relationship marketing: trust (0.789; p < 0.00), commitment (0.658; p < 0.00), satisfaction (0.853; p < 0.00), and loyalty (0.753; p < 0.00), so that business relationships in a neighborhood store are based on cultural considerations established and maintained in constant interaction between participating members: shopkeepers, consumers, friends and relatives who attend it with some frequency, have these ties deep, since they have been appropriated through the performance of ceremonies and rites in which values, beliefs, mental representations, trust, commitment, satisfaction, and loyalty of the actors involved are implicit, giving vitality to the relationship between buyers and sellers, which they themselves call “socializing links”. AcknowledgmentThe authors thank the Universidad Surcolombiana and the Universidad del Norte for their support in the development of the research.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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