文章基本信息

标题：Factors Driving Behavioural Intentions:Study of Serbian Mobile Operator Customers
其他标题：Faktori uticaja na nameravano ponašanje:Istraživanje korisnika usluga mobilnih operatera u Srbiji
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作者：Vladimir Senić ; Veljko Marinković
期刊名称：Marketing (Beograd. 1991)
印刷版ISSN：0354-3471
电子版ISSN：2334-8364
出版年度：2016
卷号：47
期号：3
页码：206-226
DOI：10.5937/markt1603206S
语种：Serbian
出版社：Srpsko udruženje za marketing
摘要：The concept of perceived value is increasingly becoming a subject of interest for authors and researchers in the field of services marketing.Perceived value represents a multi-dimensional concept that consists of a number of components.In the conducted study,four key components were analyzed:emotional value,social value,functional value and monetary value.The objective of the study was to determine the impact of four identified components of value on customer satisfaction,as well as to test impact of customer satisfaction,corporate social responsibility and corporate reputation on behavioural intentions among Serbian mobile operator customers.Research originates from the assumption that to establish long-term relationships with customers,apart from generating customer satisfaction,issues like customer perception of corporate reputation and corporate responsibility are also of great significance.
其他摘要：U oblasti uslužnog marketinga koncept percipirane vrednosti sve više zaokuplja pažnju autora i istraživača.Percipirana vrednost predstavlja multidimenzionalni kocept koji obuhvata veći broj različitih komponenti.U prezentovanoj studiji,analiziraju se četiri ključne komponente:emocionalna,društvena,funkcionalna i novčana vrednost.Cilj studije je bio da se odredi uticaj pomenute četiri komponente vrednosti na satisfakciju potrošača,kao i da se testira uticaj satisfakcije,društveno odgovornog ponašanja i korporativne reputacije na nameravano ponašanje potrošača na tržištu mobilne telefonije u Srbiji.Istraživanje počiva na pretpostavci da kada je cilj uspostavljanje dugoročnih odnosa s potrošačima,osim njihove satisfakcije,percipirana društvena odgovornost i reputacija kompanija takođe imaju veliki značaj.
关键词：The concept of perceived value is increasingly becoming a subject of interest for authors and researchers in the field of services marketing.Perceived value represents a multi-dimensional concept that consists of a number of components.In the conducted study,four key components were analyzed:emotional value,social value,functional value and monetary value.The objective of the study was to determine the impact of four identified components of value on customer satisfaction,as well as to test impact of customer satisfaction,corporate social responsibility and corporate reputation on behavioural intentions among Serbian mobile operator customers.Research originates from the assumption that to establish long-term relationships with customers,apart from generating customer satisfaction,issues like customer perception of corporate reputation and corporate responsibility are also of great significance.
其他关键词：U oblasti uslužnog marketinga koncept percipirane vrednosti sve više zaokuplja pažnju autora i istraživača.Percipirana vrednost predstavlja multidimenzionalni kocept koji obuhvata veći broj različitih komponenti.U prezentovanoj studiji,analiziraju se četiri ključne komponente:emocionalna,društvena,funkcionalna i novčana vrednost.Cilj studije je bio da se odredi uticaj pomenute četiri komponente vrednosti na satisfakciju potrošača,kao i da se testira uticaj satisfakcije,društveno odgovornog ponašanja i korporativne reputacije na nameravano ponašanje potrošača na tržištu mobilne telefonije u Srbiji.Istraživanje počiva na pretpostavci da kada je cilj uspostavljanje dugoročnih odnosa s potrošačima,osim njihove satisfakcije,percipirana društvena odgovornost i reputacija kompanija takođe imaju veliki značaj.