9.1. Research Epistemology The researcher should concerns what constitutes acceptable knowledge in a field of study (Saunders, Lewis and Thornhill, 2012, P.136).In this research study is to evaluate the relationship between two market strategies base on existing theories and case study, therefore, the realism has been selected which assumes a scientific approach to the development of knowledge. Moreover, there is two type of realism, direct realism and critical realism, the latter one will be conducted
CHAPTER ONE 1.1 Background to the Study Branding has become one of the most important strategic tools since its inception and adaptation. Branding has been applied to all kinds of commodities, institutions, personalities, and pets among others due to its effectiveness and contribution to the bottom line. Over a period of time most brands lose their relevance in the eyes of their consumers in particular and market in general. This brings to bear the role of rebranding either the product or organisation
Customer Overall Satisfaction and Brand Equity. Customer Satisfaction: Customer overall satisfaction is defined as the overall evaluation that the customer makes about the purchase and consumption experience that the customer encounter while consuming the product ( Anderson, Fornell, & Lehmann, 1994). According to (Boulding et al.,) customer satisfaction can be distinguish into two different concepts, cumulative and transaction specific. “From a transaction-specific point of view, customer satisfaction
shoppers, (Jarvenpaa & Todd, n.d.) identified the salient factors, through customer-centered view, affecting the attitude towards online shopping. They proposed a model including several indicators, belonging to four main shopping factors which are mentioned below: • Product perception consists of price, variety and product quality. • Shopping experience is a combination of effort, compatibility and playfulness. • Customer
Brand Loyalty is very important because it builds within the consumer’s mind the thought that their product has the desired qualities and therefore become the foundation for future buying behavior. Additionally, the loyal customers channelise themselves by quotes like “I feel an attachment and connection with this brand.”, “I am willing to pay a generous amount of money for this brand.”, “I can advocate this brand to others.” Even though mobile phones have turn into a primal part of an individualized
Jay Kandampully and Dwi Suhartanto (2000)21 conducted a research study on the dealer loyalty in the hotel industry. The objective is to identify factors of image and dealer satisfaction, which are positively related to dealer loyalty in the hotel industry. The research helps extend the understanding the relationship between dealer loyalty, dealer satisfaction, and image. The study identifies that competition has three major implications for the dealer, which provides: increased choice; greater value
education in both public and private universities have increased. Universities have increase their popularities in creating more awareness of there education programmes and giving additional benefits to encourage students choose them as their place of study. Universities in developed countries are opening branches in other countries and partnership programmes with other universities to provide them with the same degree. Their aims are to increase there profits and maximize education in global scale..
market, companies and small businesses should realize the importance of preserving their current customers and in most cases these companies must seek to increase their customer loyalty(Mcmullan&Gilmore,2008:1084). As a fast and easy way to transfer and receive information social media has been one of the main aspects of marketing thus forming "Social media marketing"(Patino,Pitta&Quinones,2012:234) This study will
After the purchase, the customer might experience dissonance about their purchase. The term ‘cognitive dissonance’ is to present that consumer are having discomfort or dissonance about the product that had been purchased. An example of cognitive dissonance is when a consumer might
research was to figure out the factors that affect e-commerce customer loyalty in Surabaya. The researcher are using three Stages of analysis: 1) Firstly, they analyzed two variables: effect of the vendor’s ability to communicate and vendor’s integrity on the level of on e-commerce customers trust in Surabaya, 2) Secondly, they analyzed the vendor’s ability to communicate and vendor’s integrity variables on the level of e-commerce customer loyalty in Surabaya 3) Thirdly, they analyzed the influence of