• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International Journal of Business and Management >The Impact of the Marketing Activities of Family Owned Businesses
【24h】

The Impact of the Marketing Activities of Family Owned Businesses

机译：家族企业营销活动的影响

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

It has been suggested that family owned businesses are unique. Having been perceived as trustworthy and customer focused, consumers should view their strategies differently, perhaps positively. It then follows that consumers will respond favorably to the marketing activities of family owned businesses. This paper examines the impact of family businesses’ marketing activities on consumers’ purchase intention. Respondents to a mail survey indicated their degree of willingness to respond to sixteen marketing stimuli presentations of family businesses. The original sixteen items were then reduced to six variables (one dependent and five independent) using Factor analysis. Five activities-customer service, product creation, communication, delivery, and exchange were regressed against the dependent variable-purchase intention. The results showed that customer service, communication, and delivery significantly affected purchase intention. Managerial implications were then drawn from the findings.
机译：有人建议家族企业是独特的。被认为是值得信赖和以客户为中心的，消费者应该以不同的方式，也许是积极的方式看待他们的策略。因此，消费者将对家族企业的营销活动做出积极响应。本文研究了家族企业的营销活动对消费者购买意愿的影响。邮件调查的受访者表示，他们愿意对十六种家族企业的营销刺激措施做出回应。然后，使用因素分析将原始的16个项目减少为6个变量（一个独立变量和五个独立变量）。针对因变量购买意图，进行了五项活动（客户服务，产品创建，沟通，交付和交换）。结果表明，客户服务，沟通和交付对购买意愿有显着影响。然后从调查结果中得出管理上的意义。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号