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Open Access
Article
Publication date: 15 July 2019

Ángel López-Jáuregui, Mercedes Martos-Partal and Jose María Labeaga

This study aims to propose a theoretical framework and provide empirical evidence on the most successful marketing strategies for obtaining behavioural loyalty in small and medium…

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Abstract

Purpose

This study aims to propose a theoretical framework and provide empirical evidence on the most successful marketing strategies for obtaining behavioural loyalty in small and medium enterprises (SMEs).

Design/methodology/approach

The data are based on 475 telephone surveys conducted among Spanish hairdressers. The authors have used ordinary least squares to estimate the empirical model.

Findings

Pricing, services and communication (Web page and in-store communication) are the main drivers of customer loyalty. SMEs have to be cautious with the use of social networks to avoid damaging loyalty. In addition, those positioned at high-price segments should pay more attention to communication on the Web, and all companies should find a balance between in-store communication and the sale of products for use at home.

Research limitations/implications

Further research should try to replicate the findings with data from consumers and firms.

Practical implications

Service managers need to understand the optimal strategy to succeed in the market. The key insights of this study could also apply to other sectors, such as health, personal care and wellness services.

Originality/value

Previous research focussed mainly on large companies, while the role of loyalty in the success of SMEs has been poorly studied, with focus only on the antecedents and the measurement of loyalty. This study contributes to the previous research by analysing the effect of the strategy (price, range of services, communication, size and location) in the achievement of loyalty in SMEs.

Objetivos

Este trabajo propone un marco teórico y aporta evidencia empírica sobre las estrategias de marketing más exitosas en la consecución de lealtad comportamental en PYMEs.

Metodología

Se ha realizado una encuesta telefónica a 475 peluqueros españoles. El modelo utilizado para la estimación es el de mínimos cuadros ordinarios.

Resultados

Precio, servicios, y comunicación (página web y comunicación en la tienda) son los principales generadores de lealtad. Las PYMEs tienen que ser cautelosas con el uso de las redes sociales para evitar dañar la lealtad. Además, aquellas posicionados en altos precios deben prestar más atención a la comunicación en la web y todas deben encontrar un equilibrio entre la comunicación en el tienda y la venta de productos para su uso en casa.

Limitaciones

Investigaciones futuras podrían replicar este estudio usando datos de consumidores y de empresa.

Implicaciones prácticas

Los gerentes necesitan entender la estrategia óptima para tener éxito en el mercado. Las ideas claves de este trabajo podrían aplicarse a otros servicios personalizados de salud y bienestar.

Originalidad/valor

La investigación previa se centra principalmente en grandes empresas mientras que el papel de la lealtad en el éxito de las pymes ha sido escasamente investigado y se ha centrado en los antecedentes y la medición de la lealtad. Este estudio realiza una contribución al analizar el efecto de la estrategia (precio, surtido de servicios, comunicación, tamaño y localización) en la consecución de la lealtad en las pymes.

Palabras clave

Lealtad; pequeñas y medianas empresas; Pymes; peluqueros; estrategia de marketing; salon

Tipo de artículo

Artículo de investigación

Open Access
Article
Publication date: 4 February 2022

Paul Levy, Joe Morecroft and Mona Rashidirad

Based on the case study of an SME company in the United Kingdom (which we will call SweetStar Cloud), this paper examines the attempts of the company to achieve significant…

Abstract

Based on the case study of an SME company in the United Kingdom (which we will call SweetStar Cloud), this paper examines the attempts of the company to achieve significant strategic change. The company is attempting to move from being a tradition managed service provider of information services towards becoming a significant influencer in the market for digital services in the UK. As part of a knowledge transfer partnership (KTP), a local UK University has been closely involved in developing this new strategic direction and it is well poised to present and analyse the story. From the use of tried and tested strategic tools, including Porter's generic strategies and segmentation and targeting, the company has also embraced digital-specific approaches for developing partnerships with clients, developing pilot projects and experimenting with its use of social media. At the heart of this research is an analysis of the move from push marketing towards models of attraction. This paper aims to explore how traditional strategic tools are still applicable in the digital era alongside new tactical approaches in the digital sector. This aim has led to an approach to business that is responsible, in terms of moving away from a traditional push-selling model to one of partnership with customers at a strategic level. Strategy in dynamic markets often highlights responsiveness as a key success factor. The ability to respond (a response-ability) requires more agile companies. As SweetStar Cloud has developed its strategy, it has focused in achieving this more effective ability to respond through a more collaborative approach. In this sense, agile response-ability converges with business responsibility, as new abilities in communication, cooperation and trust development become key.

Details

Emerald Open Research, vol. 1 no. 12
Type: Research Article
ISSN: 2631-3952

Keywords

Open Access
Article
Publication date: 11 February 2020

Brian T. Ratchford

The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet…

13156

Abstract

Purpose

The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments.

Design/methodology/approach

This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present. These provide the basic body of knowledge that drives the field at the present time.

Findings

While researchers have always borrowed techniques, they have refined them to make them applicable to marketing problems. Moreover, the field has always responded to new developments in technology, such as more powerful computers, scanners and scanner data, and the internet with a flurry of research that applies the technologies.

Research limitations/implications

Marketing will adapt to changes brought on by the internet, increased computer power and big data. While the field faces competition for other disciplines, its established body of knowledge about solving marketing problems gives it a unique advantage.

Originality/value

This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.

Propósito

El objetivo de este estudio es examinar qué implica la historia de la investigación académica en marketing en la reacción del campo de conocimiento a los recientes desarrollos tecnológicos como consecuencia de la irrupción de Internet.

Metodología

Esta investigación analiza la introducción de nuevos temas de investigación en intervalos de diez años desde 1960 hasta la actualidad. Estos periodos proporcionan el cuerpo de conocimiento básico que conduce al ámbito del marketing hasta el presente.

Hallazgos

Aunque los investigadores tradicionalmente han tomado prestadas ciertas técnicas, las han ido refinando para aplicarlas a los problemas de marketing. Además, el ámbito del marketing siempre ha respondido a los nuevos desarrollos tecnológicos, más poder de computación, datos de escáner o el desarrollo de Internet, con un amplio número de investigaciones aplicando tales tecnologías.

Implicaciones

El marketing se adaptará a los cambios provocados por Internet, aumentando el poder de computación y el big data. Aunque el marketing se enfrenta a la competencia de otras disciplinas, su sólido cuerpo de conocimiento orientado a la resolución de problemas le otorga una ventaja diferencial única.

Valor

Describe la historia académica del marketing desde 1960 hasta la actualidad, para mostrar cómo los principales cambios en este campo respondieron a los cambios tecnológicos. Se derivan interesantes implicaciones para el futuro.

Palabras clave

Historia, Revisión, Cambio, Tecnología, Conocimiento, Internet, Datos, Métodos

Tipo de artículo

Revisión general

Details

Spanish Journal of Marketing - ESIC, vol. 24 no. 1
Type: Research Article
ISSN: 2444-9709

Keywords

Content available

Abstract

Details

Strategic Direction, vol. 22 no. 6
Type: Research Article
ISSN: 0258-0543

Keywords

Content available
Article
Publication date: 17 September 2021

Deonir De Toni, Rogério Pompermayer, Fernanda Lazzari and Gabriel Sperandio Milan

The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand…

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Abstract

Purpose

The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.

Design/methodology/approach

The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.

Findings

This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.

Originality/value

One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.

Open Access
Article
Publication date: 19 September 2023

Cleyton Farias and Marcelo Silva

The authors explore the hypothesis that some movements in commodity prices are anticipated (news shocks) and can trigger aggregate fluctuations in small open emerging economies…

Abstract

Purpose

The authors explore the hypothesis that some movements in commodity prices are anticipated (news shocks) and can trigger aggregate fluctuations in small open emerging economies. This paper aims to discuss the aforementioned objective.

Design/methodology/approach

The authors build a multi-sector dynamic stochastic general equilibrium model with endogenous commodity production. There are five exogenous processes: a country-specific interest rate shock that responds to commodity price fluctuations, a productivity (TFP) shock for each sector and a commodity price shock. Both TFP and commodity price shocks are composed of unanticipated and anticipated components.

Findings

The authors show that news shocks to commodity prices lead to higher output, investment and consumption, and a countercyclical movement in the trade-balance-to-output ratio. The authors also show that commodity price news shocks explain about 24% of output aggregate fluctuations in the small open economy.

Practical implications

Given the importance of both anticipated and unanticipated commodity price shocks, policymakers should pay attention to developments in commodity markets when designing policies to attenuate the business cycles. Future research should investigate the design of optimal fiscal and monetary policies in SOE subject to news shocks in commodity prices.

Originality/value

This paper contributes to the knowledge of the sources of fluctuations in emerging economies highlighting the importance of a new source: news shocks in commodity prices.

Details

EconomiA, vol. 24 no. 2
Type: Research Article
ISSN: 1517-7580

Keywords

Content available
Book part
Publication date: 1 May 2018

Steve Fairbanks and Aaron Buchko

Abstract

Details

Performance-Based Strategy
Type: Book
ISBN: 978-1-78743-796-8

Open Access
Article
Publication date: 16 October 2023

Guilherme Henrique Vieira Noveletto, Jailson Lana, Raul Beal Partyka and João Roberto Rocha Lemos

This teaching case aims to encourage reflection on the formulation of the strategic repositioning of an automotive dealership.

Abstract

Purpose

This teaching case aims to encourage reflection on the formulation of the strategic repositioning of an automotive dealership.

Design/methodology/approach

Built on the teaching case method, it portrays the situation of the Premium Motors automotive dealership in the face of a strategic repositioning. Management and the board discuss ways to minimize the impact of the coronavirus disease 2019 (COVID-19) pandemic on sales figures. The situation presents the possibility of entering a new product segment.

Findings

How to make consumers correctly understand the new positioning? The case is structured to enable reflection and teaching of marketing strategies, with each student having the possibility of putting themselves in the role of company managers. The environment and trajectory are also portrayed, broadening the perception of the studied company and providing devices for solving the emerging problems of the case.

Originality/value

The case becomes a tool to promote knowledge, from the implementation to the management of strategic repositioning. Thus, the teaching notes offer directions on how professors can use the teaching case with their undergraduate and graduate students in disciplines related to strategy and marketing.

Details

Revista de Gestão, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1809-2276

Keywords

Content available
Book part
Publication date: 13 August 2018

Robert Dew

Abstract

Details

Customer Experience Innovation
Type: Book
ISBN: 978-1-78754-786-5

Open Access
Article
Publication date: 21 November 2022

Fabio Musso, Annarita Colamatteo, Laura Bravi, Maria Anna Pagnanelli, Federica Murmura and Marcello Sansone

The aim of this study is to determine how the different age of consumers impacts on some factors that drive consumers to the purchasing of private label products, considering…

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Abstract

Purpose

The aim of this study is to determine how the different age of consumers impacts on some factors that drive consumers to the purchasing of private label products, considering differences and similarities of behaviors.

Design/methodology/approach

The research was conducted through the administration of a questionnaire to evaluate consumers' perceptions about private label food products. To collect data, the convenience sampling method has been used. The valid answers collected and analyzed are 358.

Findings

The results of this study highlight that the response of different age groups to the Private Label Brands (PLBs) must be considered in the light of the positioning adopted by the individual retailers. Value for money and satisfaction on previous consumption are relevant for purchasing decisions regardless of the retailer's strategy and the age of consumers. A third factor, price, is important for the whole sample. Focusing on the specific age clusters, the younger respondents seem to be attentive to factors such as healthy and in-store promotion, while the more experienced consumer are attentive to the origin and traceability of products.

Originality/value

An analysis of the main literature on Private Labels showed that the results of research about the role of consumer age in PLB choices are contrasting. This study aims at integrating the literature, measuring how the factors influencing the purchase of PLB products vary for different age groups of consumers.

Details

British Food Journal, vol. 124 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

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