Promotional Activities and Customer Satisfaction: Long-term Influence or a Temporary Marketing „Mirage“?
Promocione aktivnosti i zadovoljstvo kupaca: Dugoročan uticaj ili privremena marketinška iluzija?
Abstract
In this paper the influence of promotional activities on customer satisfaction is examined. In addition, key marketing constructs were measured in accordance with the goals of the research. These constructs are perceived quality, brand loyalty, and customer experience. The goal of this study is to determine the effectiveness of promotional activities regarding customer satisfaction in a modern marketing environment. Data was collected through an online survey from 466 subjects (customers, consumers, and users of various products). The structured survey was distributed in Serbia. The findings imply that promotional activities have a major influence on customers’ post-purchase experience. Further, the results show how promotional activities affect consumers’ and customers’ subjective views on products. As promotional activities and customer satisfaction play important roles in a marketing environment, it can be argued that this paper lends support and contributes to the exist-ing body of literature in this domain.
Apstrakt
U ovom radu ispituje se uticaj promocionih aktivnosti na zadovoljstvo kupaca. Dodatno, analizirani su ključni marketing konstrukti u skladu sa ciljevima samog istraživanja. Ovi konstrukti su opaženi kvalitet, lojalnost prema brendu i iskustvo kupaca. Cilj ovog istraživanja je određivanje efektivnosti promocionih aktivnosti sa aspekta zadovoljstva kupaca u modernom marketing okruženju. Podaci su prikupljeni putem onlajn upitnika. Ukupno 466 ispitanika (kupci, potrošači, korisnici različitih proizvoda) je popunilo i vratilo upitnik. Struktuirani upitnik je distribuiran u Srbiji. Nalazi ukazuju na to da promocione aktivnosti imaju veliki uticaj na kupce i njihova iskustva nakon kupovine. Dalje, rezultati pokazuju kako promocione aktivnosti utiču na subjektivna mišljenja kupaca i potrošača kada su proizvodi u pitanju. Kako promocione aktivnosti i zadovoljstvo kupaca igraju važnu ulogu u marketing okruženju, može se tvrdtiti da ovaj rad pruža podršku i doprinosi postojećoj literaturi u ovom domenu.
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