The last two decades a shift in marketing, corporate strategy, organizational and market dynamics has been recorded. A series of corporate scandals like ENRON and others has shown that corporations have a significant impact on a number of stakeholders and particularly customers. The notion that...

Building consumer loyalty remains a key priority but is also problematic for managers, since many loyalty improvement programs based on corporate associations investments regularly fail to deliver intended results. A possible explanation for this unpleasant situation likely relates to managers'...

We study the influence of an explicit appeal to reciprocity as a design element in communication campaigns. We conduct an experiment based on a real campaign run by Deutsche Post, the German postal service, in which German citizens could participate in a sweepstakes and vote for their mail...

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return....

Industrial sector plays radical role in the economic development around the world. However, in Jordan, this vital sector faces some problems. They are not able to compete with foreign brands, and not paying more attention to brand loyalty. Brand loyalty is still a researchable area. Brand...

We suggest that a customer's option to switch suppliers, and to wait and see before switching, adds to customer value in uncertain markets, and affects the customer's switching behavior. We use a real options model to examine the value of this option and conduct sensitivity analyses based on...

Drawing upon the literature on knowledge management, leadership, and innovation, this study investigates the possible associations among customer knowledge management, knowledge-oriented leadership, innovation quality, and firm performance in 283 small and medium-sized enterprises (SMEs) in...

Customer Management Softwares have become a critical strategy in business, since it became prominent that they improve a company's probability to achieve superior business results. Yet, for a company to be able to deliver superior portfolio management solutions, Technology, Data Analysis and...

This paper examines the relationship between performance assessed electronic store (e-store) service quality and e-store customer loyalty in an electronic retailing environment. The research was carried out using a web-based survey method involving 3 e-stores and 324 e-customers. The survey data...

The intent of this study is to investigate the relationship between co-creation experience and two-dimensional (attitudinal and behavioral) brand loyalty and to validate the six dimensional co-creation experience scale in the hotel and restaurant services business settings. The analysis is done...