Взаимосвязь между неэтичным поведением покупателя и потребительской лояльностью в сфере розничной торговли

Van Kenhove Patrick; De Wulf Kristof; Steenhaut Sarah

Теоретическая основа исследования;

Метод исследования;

Результаты и анализ;

Выводы и направление дальнейших исследований;

Ограничения исследования;

Потребительское поведение Исследование лояльности

Потребительское поведение Модели поведения

Торговля Розничная торговля

Аннотация

В данной работе проводится анализ взаимосвязи между двумя следствиями маркетинга взаимоотношений – эмоциональной преданностью и поведенческой лояльностью и неэтичным поведением потребителей. Главная цель исследования – выяснить, перерастает ли эмоциональная преданность и поведенческая лояльность определенному магазину в более этичное поведение по отношению к этому магазину вне зависимости от таких переменных характеристик покупателя, как возраст, пол и этические воззрения. Исследователи не ограничились каким-либо одним способом изучения. Их работа основывается на данных опроса потребительских панелей, который проводился в течение 10 месяцев, и трех анкетирований по почте, охвативших 359 бельгийских семей. Результаты подтверждают гипотезу авторов, что эмоциональная преданность находится в обратной зависимости с неэтичным поведением потребителей. Однако это неверно по отношению к взаимосвязи между поведенческой лояльностью и неэтичным поведением потребителей. Сильной взаимосвязи не просматривалось даже в ситуациях, когда эмоциональная преданность была велика. Эти результаты имеют большое значение для компаний, занимающихся розничной торговлей.

Журнал: «Маркетинг-дайджест» — №2, 2004 (© Издательский дом Гребенников)

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Van Kenhove Patrick

Профессор маркетинга факультета экономики и управления Гентского университета (Бельгия).

Автор публикаций в изданиях Journal of Business Ethics, Psychology&Marketing, Journal of Retailing, Advances in Consumer Research, The International Review of Retail, Distribution and Consumer Research.

De Wulf Kristof

Доцент, профессор маркетинга Школы менеджмента при Гентском университете.

Автор публикаций в изданиях Journal of Marketing, Journal of Retailing, Total Quality Management, Industrial Marketing Management, Journal of Business Research and The International Review of Retail, Distribution and Consumer Research.

Steenhaut Sarah

Кандидат наук и научный сотрудник Центра по исследованиям психологии потребителей и маркетинга при Гентском университете. Проводит исследования в области этических аспектов маркетинга с уклоном на этические воззрения потребителей, их восприятие и повед.

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