Customer satisfaction e brand competition

Obiettivo del paper: il lavoro propone un modello di valutazione della customer satisfaction che consenta di: a) disporre di indicatori di sintesi della soddisfazione del consumatore; b) acquisire informazioni analitiche ed esaustive dello stesso costrutto, utili per la definizione delle strategie di marketing c) verificare l’esistenza di legami tra la soddisfazione e i comportamenti conseguenti, con un approfondimento specifico sul ruolo espletato dal brand.

Metodologia: analisi descrittiva e multivariata sui dati raccolti tramite un test condotto, con questionario strutturato, su un campione non probabilistico di 350 consumatori che acquistano jeans.

Risultati: il lavoro ha consentito di: a) individuare le determinanti della soddisfazione del consumatore di jeans; b) valutare l’esistenza di una relazione lineare tra la soddisfazione e i comportamenti successivi all’esperienza di consumo del prodotto; c) verificare lassenza del predetto legame in talune relazioni di fedeltà nello specifico, e nel caso di acquisto del Top brand of the mind.

Limiti della ricerca: il campione oggetto di indagine non permette una generalizzazione dei risultati.

Implicazioni manageriali: il lavoro si propone di fornire informazioni utili per l’implementazione di percorsi di customer satisfaction e la definizione delle strategie di marketing nel settore del jeans.

Originalità del lavoro: la metodologia adottata offre un contributo per la costruzione di un modello di consumer knowledge management in grado di supportare la definizione delle strategie di marketing e, in particolare, la ricerca della differenziazione.

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