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Numărul 1/2011 (ianuarie-martie)

1. Factors Affecting Behavioral Intentions towards Mobile Banking Usage: Empirical Evidence from IndiaFactors Affecting Behavioral Intentions towards Mobile Banking Usage: Empirical Evidence from India
Rezumat:Providing banking services through mobile devices is an emerging channel of service delivery by commercial banks to their customers especially, in a developing country such as India. This study investigates the antecedents to behavioral intention of mobile banking usage of Indian customers. An exploratory factor analysis is undertaken to investigate the antecedents of behavioral intentions of mobile banking services. Further, a multiple regression analysis is undertaken to ascertain the impact of the antecedents over the behavioral intentions of mobile banking usage. The results showed that apart from traditional TAM variables like Perceived Usefulness and Perceived Ease of Use, factors like Perceived Image, Perceived Value, Self Efficacy, Perceived Credibility and Tradition all significantly affects Behavioral Intentions towards mobile banking usage.
Autor(i):Dasgupta SIDDHARTHA, Paul RIK, Fuloria SANJAY
Publicat în:Revista Română de Marketing 1/2011 [Volume 6, Issue 1] (ianuarie-martie)
Cod citare:2797
2. An Empirical Study to understand the different antecedents of relationship quality in the Indian context with reference to the mobile telecommunication sectorAn Empirical Study to understand the different antecedents of relationship quality in the Indian context with reference to the mobile telecommunication sector
Rezumat:The present study aims to understand the antecedents of relationship quality as well as to understand the impact of overall customer satisfaction on the quality of relationship between the customers and their service providers. Data was collected from the respondents using the survey method by distributing questionnaires to them. Satisfactory Cronbach alpha value proved instrument reliable. Based on the values of various indices, measurement model was found to have good fit. The study concludes that all six first order constructs have significant impact in determination of relationship quality between service providers and service consumers in Indian context with reference to mobile telecommunication services.
Autor(i):Gautam VIKAS
Publicat în:Revista Română de Marketing 1/2011 [Volume 6, Issue 1] (ianuarie-martie)
Cod citare:2798
3. Percepţii ale produselor de înaltă tehnologie pentru consumul personal în rândul tinerilor braşoveni / The perceptions of young citizens of Brasov about high-tech products used in personal purpose
Rezumat:Produsele de înaltă tehnologie sunt de regulă inovaţii caracterizate prin complexitate mare, preţ ridicat şi grad de risc perceput înalt. Acestea sunt produse moderne, a căror apariţie generează deseori controverse. Inovaţiile tehnologice au un ritm de apariţie rapid, dar puţine dintre ele sunt acceptate de consumatori. Majoritatea oamenilor privesc produsele high-tech cu suspiciune şi doar o mică parte din ei, cu entuziasm şi curiozitate. În lucrarea de faţă s-au analizat opiniile şi percepţiile unui grup de studenţi în legătură cu produsele de înaltă tehnologie pentru consum personal. Răspunsurile lor pot conduce la înţelegerea parţială a reacţiilor pe care o au tinerii consumatori vizavi de produsele high-tech.

High tech products are usually innovations characterized by high complexity, high price and high perceived risk. These are modern products which often generates controversy. Technological innovations have a rapidly developing pace, but few of them are accepted by consumers. Most people look suspiciously high-tech products and only a small part of them, with enthusiasm and curiosity. In the present study were considered views and perceptions of a group of young people from Brasov about high-tech products for personal use. Their answers may lead to partial understanding of reactions that young customers have about the high-tech products.
Autor(i):Lavinia DOVLEAC
Publicat în:Revista Română de Marketing 1/2011 [Volume 6, Issue 1] (ianuarie-martie)
Cod citare:2799
4. Strategiile de marketing – context strategic specific comunicării în marketingul evenimentelor / Marketing strategies – strategic context specific to communication in events marketing
Rezumat:Orientarea activităţii întreprinderii în viziunea de marketing impune, în mod obligatoriu, utilizarea unui set de instrumente strategice care, în forma cea mai evoluată, fac obiectul unui concept extrem de valoros cunoscut sub denumirea de marketing strategic, pentru marketingul evenimentelor. În forma cea mai generală acesta se reflectă în utilizarea unui sistem de management bazat pe strategii de marketing. După identificarea şi selectarea audienţei ţintă, etapa următoare este reprezentată de modul în care evenimentul se poziţionează în mintea consumatorilor.

Enterprise activity orientation in marketing vision imposes, as a must, to utilize a set of strategic instruments that, in the most evolved form/shape, are the subject of an extremely valuable concept known under the name of strategic marketing. In its most general form, this reflects the utilization of a management system based on marketing strategies, for the events marketing. After the identification and selection of target audience, next step is represented by the way in which the event positions itself in the mind of the consumer.
Autor(i):Daniel MOISE
Publicat în:Revista Română de Marketing 1/2011 [Volume 6, Issue 1] (ianuarie-martie)
Cod citare:2800
5. Marketingul strategic – rezultat al dezvoltării intensive a marketingului / Strategic Marketing – The Result of the Intensive Development of Marketing
Rezumat:Marketingul este un proces managerial prin care organizaţiile, grupurile sau indivizii obţin ceea ce le este necesar şi doresc prin identificarea, oferirea, comunicarea şi livrarea de valoare către alţii. Marketingul strategic nu reprezintă doar o etapă în dezvoltarea marketingului. El reprezintă o componentă centrală a acestuia. Privită şi abordată de sine stătător această parte reprezintă un domeniu distinct, specializat al marketingului reflectându-se într-o specializare ocupaţională şi făcând obiectul unei specializări distincte în cadrul sistemelor educaţionale de învăţământ.Ca parte a marketingul aceasta s-a dezvoltat concomitent cu dezvoltarea extensivă a marketingului regăsindu-se, particularizat, în cadrul domeniilor marketingului.

Marketing is a managerial process through which the organizations, groups or individuals obtain what they need and want through the identification, offering, communication and delivery of value for others. The strategic marketing is not only a phase in marketing development. It is a central component of it. Regarded and approached independently, this part is a distinct specialized field of marketing reflected in occupational specialization and subject to a distinct specialization within the educational systems. As part of marketing, it has developed along with the extensive marketing development and is particularly found within the marketing fields.
Autor(i):Ştefan Claudiu CĂESCU
Publicat în:Revista Română de Marketing 1/2011 [Volume 6, Issue 1] (ianuarie-martie)
Cod citare:2801

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