Análisis de la satisfacción máxima del consumidor en establecimientos de alimentación: la influencia del folleto publicitario
From the initial consideration of the store attributes that the marketing literature has identified as key in order that grocery retailers manage to design their differentiation strategies, this work identifies the main factors underlying the above mentioned attributes. The goal is to analyze which...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2010 |
| País: | España |
| Institución: | Universitat Oberta de Catalunya (UOC) |
| Repositorio: | O2, repositorio institucional de la UOC |
| OAI Identifier: | oai:openaccess.uoc.edu:10609/109879 |
| Acceso en línea: | http://hdl.handle.net/10609/109879 |
| Access Level: | acceso abierto |
| Palabra clave: | maximum customer satisfaction grocery stores feature advertising nivel de satisfacción máximo del consumidor establecimientos de alimentación folleto publicitario nivell de satisfacció màxim del consumidor establiments d'alimentació fullet publicitari Consumer satisfaction Consumidors -- Satisfacció Consumidores -- Satisfacción |
| Sumario: | From the initial consideration of the store attributes that the marketing literature has identified as key in order that grocery retailers manage to design their differentiation strategies, this work identifies the main factors underlying the above mentioned attributes. The goal is to analyze which of these factors exert a bigger influence on the highest level of customer satisfaction. With this intention, we have examined a sample of 422 consumers who had carried out their purchase in different types of store formats in Spain, considering the influence of feature advertising on the clientele behavior. Interesting conclusions related to the aspects that most impact on the maximum level of customer satisfaction depending on the influence of feature advertising stem from this work. |
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