The impact of psychological pricing and sales promotion activities on impulse purchases of clothing in retail stores: research on consumer behavior in Serbia and Bosnia and Herzegovina The aim of this research was to determine the relationship between psychological pricing and impulsive buying, as well as the tendency towards impulsive buying and the demographic characteristics of the respondents. The two methods of psychological pricing used in this research are: odd prices and promotions and discounts. Impulsive buying is defined as a purchase in which the consumer gets a sudden, often very strong and lasting desire to buy something immediately. The sample consisted of 343 respondents, the battery of tests consisted of: Questionnaire for examining the influence of different methods of psychological pricing on consumer decision-making and behavior, Impulsive buying tendency scale and Questionnaire for examining data on demographic characteristics of respondents. The results showed that promotions and price discounts as a method of psychological pricing have a statistically significant effect on the tendency towards impulsive buying. Also, it was concluded that women are more inclined to impulsive buying of clothing items compared to men. The results showed that there are no statistically significant differences between respondents of different levels of personal income, satisfaction with personal income and level of education in the tendency towards impulsive buying.
{"title":"The impact of psychological pricing and sales promotion activities on impulse purchases of clothing in retail stores: Research on consumer behavior in Serbia and Bosnia and Herzegovina","authors":"Jelena Matanović, Stefan Klačar, Boris Popov","doi":"10.5937/mkng2204243m","DOIUrl":"https://doi.org/10.5937/mkng2204243m","url":null,"abstract":"The impact of psychological pricing and sales promotion activities on impulse purchases of clothing in retail stores: research on consumer behavior in Serbia and Bosnia and Herzegovina The aim of this research was to determine the relationship between psychological pricing and impulsive buying, as well as the tendency towards impulsive buying and the demographic characteristics of the respondents. The two methods of psychological pricing used in this research are: odd prices and promotions and discounts. Impulsive buying is defined as a purchase in which the consumer gets a sudden, often very strong and lasting desire to buy something immediately. The sample consisted of 343 respondents, the battery of tests consisted of: Questionnaire for examining the influence of different methods of psychological pricing on consumer decision-making and behavior, Impulsive buying tendency scale and Questionnaire for examining data on demographic characteristics of respondents. The results showed that promotions and price discounts as a method of psychological pricing have a statistically significant effect on the tendency towards impulsive buying. Also, it was concluded that women are more inclined to impulsive buying of clothing items compared to men. The results showed that there are no statistically significant differences between respondents of different levels of personal income, satisfaction with personal income and level of education in the tendency towards impulsive buying.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"52 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77496234","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper presents an analysis of media business models based on brand development and its implementation by the local media outlets in Serbia. The main purpose is to better understand the development of media brands and the importance of media branding while identifying further directions for media sustainability in the dynamic and fast-changing competitive environment. The aim of the paper is to shed light on the specifics of media brands, media brand architecture, and brand strategies, as well as on the main trends in the industry. We base our analysis on the premise that the development and adequate management of media brands make an important driver of media sustainability. Thus, we propose relevant guidelines for media brand management for assuring media sustainability. The results of descriptive, qualitative research of 16 local media in Serbia are presented in the empirical part of the paper. In the discussion we argue that despite many limitations they have been facing on Serbian media market the observed media outlets with just one exception have recognized the importance of branding and have by now focused primarily on use of various extension brand strategies for sustainable business development.
{"title":"Media brands and the sustainability of local media in Serbia","authors":"S. Mitić, G. Ognjanov","doi":"10.5937/mkng2203183m","DOIUrl":"https://doi.org/10.5937/mkng2203183m","url":null,"abstract":"This paper presents an analysis of media business models based on brand development and its implementation by the local media outlets in Serbia. The main purpose is to better understand the development of media brands and the importance of media branding while identifying further directions for media sustainability in the dynamic and fast-changing competitive environment. The aim of the paper is to shed light on the specifics of media brands, media brand architecture, and brand strategies, as well as on the main trends in the industry. We base our analysis on the premise that the development and adequate management of media brands make an important driver of media sustainability. Thus, we propose relevant guidelines for media brand management for assuring media sustainability. The results of descriptive, qualitative research of 16 local media in Serbia are presented in the empirical part of the paper. In the discussion we argue that despite many limitations they have been facing on Serbian media market the observed media outlets with just one exception have recognized the importance of branding and have by now focused primarily on use of various extension brand strategies for sustainable business development.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"11 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78974822","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Perceptions of gender roles are a result of socialization processes happening under the influence of diverse cultural factors. One of the strongest shaping forces in that context are mass media, and within them, advertising. In the executed research it is treated as a domain actively participating in the creation of cultural gender normative. Key research question is focused on gender representations in advertising. An ad is treated as a cultural text transferring not only commercial, but also wider cultural meanings. Content analysis applied to the selected advertising content broadcasted in the Republic of Serbia showed that quantitatively larger representation and visibility of women does not necessarily mean their actual greater significance. Some traditional patterns are changing. Other however are persisting. In areas like family, household and children care, advertising practices are evolving. More content shows both genders working together (caring for children, preparing food etc.). Men are represented as more active participants of family life. On the other hand, traditional pattern of representing women in the context of the body, beauty, physique is not changing much. They are more frequently in decorative and passive roles which is a dimension of representation nonexistent with men.
{"title":"Gender representations in advertising narratives in the Republic of Serbia","authors":"Marija Ocokoljić","doi":"10.5937/mkng2204252o","DOIUrl":"https://doi.org/10.5937/mkng2204252o","url":null,"abstract":"Perceptions of gender roles are a result of socialization processes happening under the influence of diverse cultural factors. One of the strongest shaping forces in that context are mass media, and within them, advertising. In the executed research it is treated as a domain actively participating in the creation of cultural gender normative. Key research question is focused on gender representations in advertising. An ad is treated as a cultural text transferring not only commercial, but also wider cultural meanings. Content analysis applied to the selected advertising content broadcasted in the Republic of Serbia showed that quantitatively larger representation and visibility of women does not necessarily mean their actual greater significance. Some traditional patterns are changing. Other however are persisting. In areas like family, household and children care, advertising practices are evolving. More content shows both genders working together (caring for children, preparing food etc.). Men are represented as more active participants of family life. On the other hand, traditional pattern of representing women in the context of the body, beauty, physique is not changing much. They are more frequently in decorative and passive roles which is a dimension of representation nonexistent with men.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"35 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82814902","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
One of the regular activities in the developed countries of the world is an evaluation of the degree of healthcare sector services qualities, as perceived by the patients. This evaluation has been carried out in regular time spans and many methods are being used to measure the degree of certain services' quality increase, as well as to spot certain downsides that need to be improved in a timely manner. Unfortunately, measuring the healthcare sector services quality, regarding both the state and the private one, is not sufficiently present. The concept of marketing in the healthcare institutions business is not particularly developed, especially regarding public healthcare institutions. Unlike state healthcare institutions, private healthcare institutions have become aware of the great necessity of implementing both internal and external marketing modes in business, with the ultimate goal being reflected in a better customer experience and in the creation of long-term loyalty. The work is based upon research among the citizens on the perceived quality of the provided healthcare services. By means of a comprehensive perception of the healthcare sector's state, the aim was to contrast the quality of the provided services in the private healthcare institutions to the same services provided by the state ones. Apart from the quality of services, another aim of the research was getting an insight into the level of the marketing conception utilization within the private healthcare institutions business, based upon the customer perception of the services' quality and its determinants, and the market orientation of the healthcare institutions, as well.
{"title":"Perceived services quality in private healthcare institutions","authors":"Nevena Kljajić","doi":"10.5937/mkng2203215k","DOIUrl":"https://doi.org/10.5937/mkng2203215k","url":null,"abstract":"One of the regular activities in the developed countries of the world is an evaluation of the degree of healthcare sector services qualities, as perceived by the patients. This evaluation has been carried out in regular time spans and many methods are being used to measure the degree of certain services' quality increase, as well as to spot certain downsides that need to be improved in a timely manner. Unfortunately, measuring the healthcare sector services quality, regarding both the state and the private one, is not sufficiently present. The concept of marketing in the healthcare institutions business is not particularly developed, especially regarding public healthcare institutions. Unlike state healthcare institutions, private healthcare institutions have become aware of the great necessity of implementing both internal and external marketing modes in business, with the ultimate goal being reflected in a better customer experience and in the creation of long-term loyalty. The work is based upon research among the citizens on the perceived quality of the provided healthcare services. By means of a comprehensive perception of the healthcare sector's state, the aim was to contrast the quality of the provided services in the private healthcare institutions to the same services provided by the state ones. Apart from the quality of services, another aim of the research was getting an insight into the level of the marketing conception utilization within the private healthcare institutions business, based upon the customer perception of the services' quality and its determinants, and the market orientation of the healthcare institutions, as well.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"10 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87906583","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Modern marketing practice has shown that consumers are loyal to brands that are in line with their image and personal characteristics. Buying brands that reflect the personality and image of consumers allows consumers to articulate themselves and achieve the ideal of themselves. In that sense, if the brand image is more consistent with the image of the consumer's personality, they are more loyal to the brand because it meets the criteria of consumers in terms of what they think and feel about themselves. Therefore, brands in modern conditions become "personalities" whose characteristics should coincide with the personality characteristics of consumers who buy and own them, and especially with their personal image. Starting from the existing theoretical views, the aim of the author is to explore the relationships between brand personality, consumer personality and consumer loyalty to the brand. Empirical research will be realized on the example of brands of mobile phones and cars that are established on the market of the Republic of Serbia. The intention is to look at the relationship between personality characteristics and individual dimensions of the brand personality on the basis of the obtained empirical data, on the basis of which the direct and indirect connection of these variables with consumer loyalty will be identified. Based on the identified relations between the examined variables, it will be possible to compare with the results of existing research and formulate recommendations necessary for modern brand management. The results of theoretical and empirical research will be the basis for further research that will be based on the inclusion of additional variables that will allow a more relevant analysis of the relationships between the studied variables.
{"title":"Research of the relationship between the characteristics of consumer personality, brand personality and consumer loyalty","authors":"Suzana Đukić, J. Stanković","doi":"10.5937/mkng2203171q","DOIUrl":"https://doi.org/10.5937/mkng2203171q","url":null,"abstract":"Modern marketing practice has shown that consumers are loyal to brands that are in line with their image and personal characteristics. Buying brands that reflect the personality and image of consumers allows consumers to articulate themselves and achieve the ideal of themselves. In that sense, if the brand image is more consistent with the image of the consumer's personality, they are more loyal to the brand because it meets the criteria of consumers in terms of what they think and feel about themselves. Therefore, brands in modern conditions become \"personalities\" whose characteristics should coincide with the personality characteristics of consumers who buy and own them, and especially with their personal image. Starting from the existing theoretical views, the aim of the author is to explore the relationships between brand personality, consumer personality and consumer loyalty to the brand. Empirical research will be realized on the example of brands of mobile phones and cars that are established on the market of the Republic of Serbia. The intention is to look at the relationship between personality characteristics and individual dimensions of the brand personality on the basis of the obtained empirical data, on the basis of which the direct and indirect connection of these variables with consumer loyalty will be identified. Based on the identified relations between the examined variables, it will be possible to compare with the results of existing research and formulate recommendations necessary for modern brand management. The results of theoretical and empirical research will be the basis for further research that will be based on the inclusion of additional variables that will allow a more relevant analysis of the relationships between the studied variables.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"14 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87801289","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
V. Milanovic, Andrea Bučalina-Matić, Katarina Njegić
In this paper, we have tried to present the role of internal marketing (IM) in employees' organizational identification (OI) based on the review and analysis of relevant empirical studies that were published in the period from 2009 to the present. The analysis showed that IM has a significant role in increasing employees' OI (the direct impact). The impact of IM on OI also takes place through two groups of mediators: internal marketing orientation (IMO) and the adoption of IM philosophy by managers, i.e. employees' job satisfaction and organizational commitment. Employees' experience of the programmes of IM and their perceptions of IMO affect OI, rather than management's attitude. However, IM programmes without managerial support do not provide the best levels of employees' OI. When employees are encouraged by managerial support to perceive IM, then their perceptions of IM are facilitated. In addition, the similarity between the perceptions of the organization's value by the manager and his employees leads to the harmonious growth of their identification with the organization. The transfer of OI from manager to employees encourages performance growth, and improves the perceptions of service quality by customers. OI mediates the relationship between IM and employees' outcomes. In accordance with the above, this topic is recommended to both theorists and practitioners; it is still insufficiently researched i.e. applied.
{"title":"The role of internal marketing in employees' organizational identification","authors":"V. Milanovic, Andrea Bučalina-Matić, Katarina Njegić","doi":"10.5937/mkng2201012m","DOIUrl":"https://doi.org/10.5937/mkng2201012m","url":null,"abstract":"In this paper, we have tried to present the role of internal marketing (IM) in employees' organizational identification (OI) based on the review and analysis of relevant empirical studies that were published in the period from 2009 to the present. The analysis showed that IM has a significant role in increasing employees' OI (the direct impact). The impact of IM on OI also takes place through two groups of mediators: internal marketing orientation (IMO) and the adoption of IM philosophy by managers, i.e. employees' job satisfaction and organizational commitment. Employees' experience of the programmes of IM and their perceptions of IMO affect OI, rather than management's attitude. However, IM programmes without managerial support do not provide the best levels of employees' OI. When employees are encouraged by managerial support to perceive IM, then their perceptions of IM are facilitated. In addition, the similarity between the perceptions of the organization's value by the manager and his employees leads to the harmonious growth of their identification with the organization. The transfer of OI from manager to employees encourages performance growth, and improves the perceptions of service quality by customers. OI mediates the relationship between IM and employees' outcomes. In accordance with the above, this topic is recommended to both theorists and practitioners; it is still insufficiently researched i.e. applied.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"30 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85477616","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Since the 1990s, when the private sector entered the sphere of education in Serbia, competition in the higher education market has intensified. Considering that two and a half decades have passed since the founding of the first private art faculties in the country and that there is a noticeable lack of works on this topic, a qualitative study of students and professors at the Academy of Arts in Novi Sad (a public faculty) and at the Academy of Arts in Belgrade (a private faculty) has now been done. The main aim of this research is to determine the opinion of students and professors at these two faculties about the competitiveness of art faculties in the higher education market. The agenda for the interviews included two key topics - identification of the key criteria on the basis of which the target group of these faculties ( i.e., the customers) decides whether to enroll in a public or private art faculty and their evaluation of art studies (i.e., the product) as covering four research questions: assessment of study conditions, assessment of the quality of teaching at art faculties, assessment of criteria at those faculties, as well as the evaluation of obtainable diplomas.
{"title":"Competitiveness of art faculties in the higher education market from students' and professors' points of view","authors":"Dejana Prnjat","doi":"10.5937/mkng2201028p","DOIUrl":"https://doi.org/10.5937/mkng2201028p","url":null,"abstract":"Since the 1990s, when the private sector entered the sphere of education in Serbia, competition in the higher education market has intensified. Considering that two and a half decades have passed since the founding of the first private art faculties in the country and that there is a noticeable lack of works on this topic, a qualitative study of students and professors at the Academy of Arts in Novi Sad (a public faculty) and at the Academy of Arts in Belgrade (a private faculty) has now been done. The main aim of this research is to determine the opinion of students and professors at these two faculties about the competitiveness of art faculties in the higher education market. The agenda for the interviews included two key topics - identification of the key criteria on the basis of which the target group of these faculties ( i.e., the customers) decides whether to enroll in a public or private art faculty and their evaluation of art studies (i.e., the product) as covering four research questions: assessment of study conditions, assessment of the quality of teaching at art faculties, assessment of criteria at those faculties, as well as the evaluation of obtainable diplomas.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"77 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90529775","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Geographical indications, as part of product labeling and packaging, are used extensively worldwide as a powerful tool for product diversification and branding. The main purpose of this study is to shed light on consumers' awareness and knowledge of geographical indications in Serbia. Aiming to bridge this gap, we present the results obtained from a consumer survey on a sample of 806 respondents in the territory of Serbia. Differences in consumers' awareness of geographical indications have been tested according to several socio-demographic criteria. The results showed that there are significant statistical differences in monthly income and level of education regarding consumer awareness of GIs. In addition, the respondents indicated a low level of knowledge about the GIs, qualities, benefits, and method of production of these products, as well as the existence of an adequate control system. As consumers consider themselves insufficiently informed, this finding suggests that it is necessary to undertake actions that will contribute to the consumers' education and information. Based on the obtained results, recommendations useful for marketing managers, decision-makers, agricultural producers as well as future research are given in the paper.
{"title":"Consumers' perception of products with geographical indications in Serbia","authors":"Dubravka Užar","doi":"10.5937/mkng2203193u","DOIUrl":"https://doi.org/10.5937/mkng2203193u","url":null,"abstract":"Geographical indications, as part of product labeling and packaging, are used extensively worldwide as a powerful tool for product diversification and branding. The main purpose of this study is to shed light on consumers' awareness and knowledge of geographical indications in Serbia. Aiming to bridge this gap, we present the results obtained from a consumer survey on a sample of 806 respondents in the territory of Serbia. Differences in consumers' awareness of geographical indications have been tested according to several socio-demographic criteria. The results showed that there are significant statistical differences in monthly income and level of education regarding consumer awareness of GIs. In addition, the respondents indicated a low level of knowledge about the GIs, qualities, benefits, and method of production of these products, as well as the existence of an adequate control system. As consumers consider themselves insufficiently informed, this finding suggests that it is necessary to undertake actions that will contribute to the consumers' education and information. Based on the obtained results, recommendations useful for marketing managers, decision-makers, agricultural producers as well as future research are given in the paper.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"3 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75205261","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The purpose of this paper isto identify the scope of Generation Z's participation in the process of collaboration with brands in Serbia and to study the potentials in the future. Collaboration between Generation Z (GenZ) and brands in the digital world and intensive era of social media marketing has two roles: GenZ as co-creators and influencers. The aim of the research isto measure statistically significant differences in the answers of the respondents in relation to the examined opinions, needs, attitudes and intentions of the members of GenZ regarding the process of collaboration (co-creators and influencers). In January & February 2021 the research was conducted with 303 respondents of GenZ in the online survey. The results show that almost 70% of members of GenZ believe that organizations should more often organize activities in which consumers participate. By involving GenZ in the process of collaboration with brand, product and service development, receiving regular feedback from them and engaging influencers, marketing and brand managers could work on creating unique solutions, added values and personalized experience. Serbian marketing and brand managers, working to strengthen the customer centricity approach, could apply research results, insights and recommendations to design more effective and efficient collaboration for their brands together with GenZ.
{"title":"Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia","authors":"Tatjana Mamula-Nikolić, K. Perčić, Mirjana Nećak","doi":"10.5937/mkng2201037m","DOIUrl":"https://doi.org/10.5937/mkng2201037m","url":null,"abstract":"The purpose of this paper isto identify the scope of Generation Z's participation in the process of collaboration with brands in Serbia and to study the potentials in the future. Collaboration between Generation Z (GenZ) and brands in the digital world and intensive era of social media marketing has two roles: GenZ as co-creators and influencers. The aim of the research isto measure statistically significant differences in the answers of the respondents in relation to the examined opinions, needs, attitudes and intentions of the members of GenZ regarding the process of collaboration (co-creators and influencers). In January & February 2021 the research was conducted with 303 respondents of GenZ in the online survey. The results show that almost 70% of members of GenZ believe that organizations should more often organize activities in which consumers participate. By involving GenZ in the process of collaboration with brand, product and service development, receiving regular feedback from them and engaging influencers, marketing and brand managers could work on creating unique solutions, added values and personalized experience. Serbian marketing and brand managers, working to strengthen the customer centricity approach, could apply research results, insights and recommendations to design more effective and efficient collaboration for their brands together with GenZ.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"26 4 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81884621","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Creating customer value is one of the basic ways to achieve competitive advantage on the market. More and more customers satisfy their need for buying products and services in a digital surroundings. During the last few years, there is an increase in the number of customers who are accessing the digital market using mobile phones and making their purchasing transactions using these devices. The aim of the paper is to analyze the importance of m-commerce within the modern market and values due to which customers use mobile phones in performing transactions within the digital market. Understanding the values important for the customers in m-commerce is needed in order to optimize the performance strategy on the digital market which enables the achievement of competitive advantage. While analyzing different value dimensions it is important to comprehend its influence onto customer satisfaction. The empirical part of the paper uses a research model containing six variables (functional, price, comparative, epistemological value, satisfaction and the intention to continuously use m-commerce). Thereby, every variable is measured using several statements which have been retrieved from relevant literature, while the respondents have expressed their level of concordance with the given statements using a seven point Likert scale. Data have been collected on the territory of Belgrade, using a sample of 402 respondents. Data analysis first tested the model reliability and validity, and afterwards the significance and effect strength of the four dimensions of the perceived value on customer satisfaction, as well as the relationship between satisfaction and the intention to continuously use m-commerce. The reliability of every model variable has been estimated based on the Cronbach's alpha coefficient. By using the confirmatory factor analysis, the model concordance has been tested, as well as convergent and discriminatory validity. In order to measure the relations between the model variables a model of structural equations has been used. The results have shown that the functional and price value stand out as the key drivers of m-commerce users satisfaction. Obviously, the benefits, as well as price savings offered by the mobile payment systems are the main generators of user satisfaction. Additionally, the study confirms the strong significant influence of satisfaction onto the intention to continuously use mobile phones in order to realize different payments and to perform shopping. The contribution of the realized study can be seen in the analysis of four dimensions of perceived value and the measurement of their influence onto satisfaction on the example of mobile service users. Globally seen, the paper follows the behavior of customers in a new digital surroundings. A very few empirical research have been realized in the Republic of Serbia with the aim to test the relations between the mentioned variables when it comes to using m-commerce. The originality
{"title":"Analysis of versatile customer values impact in m trade on satisfaction and continual usage intent","authors":"Veljko Marinković, A. Đorđević","doi":"10.5937/mkng2201003m","DOIUrl":"https://doi.org/10.5937/mkng2201003m","url":null,"abstract":"Creating customer value is one of the basic ways to achieve competitive advantage on the market. More and more customers satisfy their need for buying products and services in a digital surroundings. During the last few years, there is an increase in the number of customers who are accessing the digital market using mobile phones and making their purchasing transactions using these devices. The aim of the paper is to analyze the importance of m-commerce within the modern market and values due to which customers use mobile phones in performing transactions within the digital market. Understanding the values important for the customers in m-commerce is needed in order to optimize the performance strategy on the digital market which enables the achievement of competitive advantage. While analyzing different value dimensions it is important to comprehend its influence onto customer satisfaction. The empirical part of the paper uses a research model containing six variables (functional, price, comparative, epistemological value, satisfaction and the intention to continuously use m-commerce). Thereby, every variable is measured using several statements which have been retrieved from relevant literature, while the respondents have expressed their level of concordance with the given statements using a seven point Likert scale. Data have been collected on the territory of Belgrade, using a sample of 402 respondents. Data analysis first tested the model reliability and validity, and afterwards the significance and effect strength of the four dimensions of the perceived value on customer satisfaction, as well as the relationship between satisfaction and the intention to continuously use m-commerce. The reliability of every model variable has been estimated based on the Cronbach's alpha coefficient. By using the confirmatory factor analysis, the model concordance has been tested, as well as convergent and discriminatory validity. In order to measure the relations between the model variables a model of structural equations has been used. The results have shown that the functional and price value stand out as the key drivers of m-commerce users satisfaction. Obviously, the benefits, as well as price savings offered by the mobile payment systems are the main generators of user satisfaction. Additionally, the study confirms the strong significant influence of satisfaction onto the intention to continuously use mobile phones in order to realize different payments and to perform shopping. The contribution of the realized study can be seen in the analysis of four dimensions of perceived value and the measurement of their influence onto satisfaction on the example of mobile service users. Globally seen, the paper follows the behavior of customers in a new digital surroundings. A very few empirical research have been realized in the Republic of Serbia with the aim to test the relations between the mentioned variables when it comes to using m-commerce. The originality","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"46 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84805863","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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