Faktori uticaja na nameravano ponašanje: Istraživanje korisnika usluga mobilnih operatera u Srbiji
Factors Driving Behavioural Intentions: Study of Serbian Mobile Operator Customers
Apstrakt
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.
Abstract
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.
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