Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

Results found: 3

first rewind previous Page / 1 next fast forward last

Search results

Search:
in the keywords:  CUSTOMER BEHAVIOUR
help Sort By:

help Limit search:
first rewind previous Page / 1 next fast forward last
1

SENSORY MARKETING – SENSORY COMMUNICATION AND ITS SOCIAL PERCEPTION

100%
KOSZEMBAR-WIKLIK M.
Communication Today
|
2019
|
vol. 10
|
issue 2
146–156
EN
In the past few years, sensory marketing has been developing dynamically. Companies, in search of new methods of reaching the customer, refer to all of their senses. The business is more and more aware of the effectiveness of the impact that sensory marketing has. Especially large enterprises, having a network of points of sale, use this method of manipulating customers’ emotions. Malls are one of such places where sensory marketing is being used on a large scale. The consumer who engages more senses to assess the product offer of the company will better memorise information on a given product or place. The study tackles the issue of influencing various senses of the customers. What is more, the author presents the results of her own research. The research concerns the perception the customers have of different forms of sensory marketing. It was carried out in front of a shopping mall. The respondents had difficulties in identifying a specific place where they encountered the impact on different senses. The respondents had the greatest difficulty with specifying where taste is used, claiming that the most noticeably used sense is smell. As it stems from the declarations of the respondents, the brands associated with smell are more memorable than those associated with other elements of sensory marketing.
2

THEORETICAL FRAMEWORK FOR THE EFFECT OF GENDER ON CUSTOMER BEHAVIOUR

100%
Melnyk V.
Mekhanizm Rehuluvannya Economiky
|
2011
|
vol. 4 (54)
58-63
EN
This article develops a theoretical framework for the effects of gender on customer behaviour. The article contrasts recent findings from multiple streams of literature, in particular, psychology, marketing and sociology, to develop a conceptual framework for the influence of gender on multiple areas of customer behaviour (e.g., customer decision making, customer loyalty, response to the advertising). Direction for the future research and managerial implications are discussed.
3

VNÍMANIE UPLATŇOVANIA PRAKTÍK YIELD MANAŽMENTU V HOTELIERSTVE

100%
Sahut J.-M., Hikkerová Ľ.
Ekonomický časopis (Journal of Economics)
|
2010
|
vol. 58
|
issue 5
437-457
EN
The object of this article is to study the consumer perception of Yield Management (YM) with an example in the hotel sector. Hotels use these practices in order to increase their incomes. However, the economic literature suggests that if YM practices are considered to be unfair, they are likely to influence customers' purchasing intentions negatively, in particular for loyal customers. Our empirical analysis shows that the assumption that the YM induces dissatisfaction in all circumstances is rejected. But when a practice of YM is perceived as unfair, it causes a loss of customers. However, the manner of presenting the YM practices to consumers (positive or negative frame) has a considerable influence on their perception. Lastly, the price changes induced by the YM are not perceived more unfavourably by the loyal customers. From this point of view, there are several managerial levers in the communication of tariff practices and the management of loyalty programs to avoid or reduce the conflicts with customers.
first rewind previous Page / 1 next fast forward last
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.