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1. Influence of Service Guarantee on Consumer Behavior in organized retail stores
Rezumat:A service guarantee is a promise by a company to compensate the customer in some way if the defined level of service delivered is not met. The purpose here is to allow retailers to understand stiff competition and increasing customer expectations by adopting proactive strategies to become more customer-driven and offer higher service quality. The key finding obtained is that service quality directly influences the customer visits to the retail store. A company with poor service quality may want to focus primarily on causes of existing quality gaps, whereas a firm with high quality standards but limited market presence and quality reputation may want to focus mainly on transforming potential customers into loyal ones.
Autor(i):Kiran SHARMA, Mathew VARGHESE
Publicat în:Revista Română de Marketing 1/2013 [Volume 8, Issue 1] (ianuarie-martie)
Cod citare:3004
2. An investigative study on the impact of affective and cognitive states on impulse buying
Rezumat:The purpose of the study is to investigate the involvement of the affective and cognitive components on impulse buying among consumers. The paper also attempts to investigate the effect of both the affective and the cognitive component on impulse buying among consumers. The data was collected from 153 customers using convenience sampling. The hypotheses were tested using Correlation and Regression. The affective and the cognitive dimensions are envisaged to be strong predictors of impulse buying among consumers. The present study suggests that consumers sometimes feel their inability to resist from purchases, suffer from guilt feelings/regret after making impulse purchases.
Autor(i):Kiran SHARMA, Joshi GANDHARVA, Shekhar Kumar SHASHI
Publicat în:Revista Română de Marketing 1/2015 [Volume 10, Issue 1] (ianuarie-martie)
Cod citare:6989

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