财务绩效和企业声誉对客户购买的影响:汽车行业中利益相关者和品牌价值的作用

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2023-11-17 DOI:10.1108/mip-12-2022-0548
Nuria Sánchez-Iglesias, Jesús García-Madariaga, Miguel Jerez
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引用次数: 0

摘要

当客户做出购买决定时,他们会使用公司与其利益相关者一起实施的所有计划和行为中所有可用的信息。本研究旨在确定公司的财务业绩和声誉是否决定了客户对公司的看法,从而影响他们的参与度。本研究基于参与、利益相关者和信号理论。顾客的参与仅仅是基于他们的满意度,还是员工和品牌价值在这种参与中起作用?设计/方法/方法从14家汽车公司收集二手数据,并通过2010-2018年期间的纵向研究进行实证检验。对于面板数据分析,本研究使用加权最小二乘。本研究中提出的变量,公司价值和公司声誉,对分析的面板样本来说是显著的。此外,与品牌价值一样,员工满意度作为一个独立的调节变量影响顾客投入度。原创性/价值本研究通过将洞察力作为公司发起的资源,与纯粹的交易相结合,在国际背景下整合从员工和客户那里获得的数据,为新兴的客户参与研究流做出了贡献。
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The impact of financial performance and corporate reputation on customer purchases: the role of stakeholders and brand value in the automotive sector

Purpose

When customers make their purchase decisions, they use all the available information from all the initiatives and behaviors that companies carry out with their stakeholders. This research aims to identify whether a company's financial performance and reputation determine the customer's perception of the company, which affects their engagement. This study is based on the theories of engagement, stakeholder and signalling. Are customers engaged solely based on their feeling of satisfaction, or do employees and brand value play a role in this engagement?

Design/methodology/approach

Secondary data was collected from 14 automotive companies and empirically tested through a longitudinal study over the period 2010–2018. For panel data analysis this study used weighted least squares.

Findings

The variables proposed in this research, firm value and corporate reputation, were significant for the analysed panel sample. Furthermore, employee satisfaction influences customer engagement as an independent and moderating variable, just like brand value.

Originality/value

This research contributes to the emerging stream of customer engagement research by combining insight as a company-initiated resource, with the sheer transaction, integrating data obtained from employees and customers in an international context.

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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
期刊最新文献
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