search query: @indexterm analytical review / total: 857
reference: 179 / 857
| Author: | Bauer, H. H. Sauer, N. E. Merx, K. |
| Title: | Der Einfluss von Kundenemanzipation auf die Kundenzufriedenheit und Markentreue |
| Journal: | Betriebswirtschaft
2002 : NOV-DEC, VOL. 62:6, p. 644-663 |
| Index terms: | CONSUMERS CONSUMER BEHAVIOUR MARKETING ANALYTICAL REVIEW |
| Language: | ger |
| Abstract: | The authors of the article state that over the last years, far-reaching changes in consumer behavior have been noticed. This paper describes a new type of consumer in the context of an emancipation process from the tradition of the dependent relationship between consumers and suppliers. The main interest is on the construct consumer emancipation and its classification into a marketing and business framework according to empirical data. The authors provide an opinion that the new construct is proved to have a significant positive effect on customer satisfaction and brand loyalty. The paper provides a number of tables and a substantial list of references on this subject. |
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