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Mobile technological products have now become part of people's lives. As such, the tablet computer is really a new-generation PC that is very popular among business people as well as students, due to its comfort and mobility, and because it functions well. The purpose of this explanatory and exploratory research survey was to test a hypothesized model regarding customers' perceptions of brand image,...
The service failure is sometimes inevitable because of the high interaction characteristics of service products. Based on the experimental method of scene simulation, this research examines the negative emotion, the recovery expectation, the perception control and the complaining tendency of grouping consumers when facing with service failure, by using the SPSS software. Several conclusions are drawn...
The ability to sell a wider range of goods, in smaller quantities, while still making a profit, is now widely called a long tail strategy. Profiting from greater product diversity represents a significant change in optimal business strategy, which in turn is based on important changes in consumer behavior. Many firms want to develop long tail strategies, avoiding competition in mass-market fat spots,...
Consumerspsila word-of-mouth (WOM) is one of the important topic in consumer behavior research, also is a central issue in customer satisfaction theory. While it was extensively examined by existing research, two shortcomings remain: (1) there is no consistent conclusion on how marketing efforts impact consumerspsila WOM communication; (2) it remains questionable which roles customer satisfaction...
Switching cost is becoming a popular topic in the researches of customer satisfaction and customer loyalty. There are already some deeply understandings of the relationship among switching cost, satisfaction and loyalty inside many marketing literatures. Even so, there are still two open questions have not been answered: firstly how the cost of switching service or product influences in customer loyalty...
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