文章基本信息

标题：Understanding antecedents of customer satisfaction and word-of-mouth communication: Evidence from hypermarket chains
本地全文：下载
作者：Veljko Marinković ; Vladimir Senić ; Sascaron 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2012
卷号：6
期号：29
页码：8515-8524
DOI：10.5897/AJBM11.1455
语种：English
出版社：Academic Journals
摘要：Sharing the fate of global economy, the retailing sector is currently facing numerous challenges ranging from constantly increasing competitiveness to excessive interference of regulatory bodies. In such a complex business environment retailers are in a critical need to improve their comprehension on how to promptly adjust to constantly changing shopper’s preferences with a final aim to satisfy their needs. The paper attempted to recognize the most important elements that generate satisfaction among hypermarket shoppers. The findings revealed that two factors – hypermarket’s image and serviceability of employees – had statistically significant effect on triggering both satisfaction and positive word-of-mouth communication. The findings also suggested that compared to men, women had a tendency to go through a more detailed decision making process when deciding which hypermarket to choose. Furthermore, women had a more pronounced tendency to talk about their experiences and were considerably more willing to recommend a given hypermarket to their friends and acquaintances. Finally, the study implied that the quality of products sold, product breadth and prices were very important for shoppers when deciding which hypermarket to patronize.
关键词：Customer satisfaction; word-of-mouth; retailing; hypermarkets; Serbia