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Marketing B2B by Mohamed Essam

Marketing B2B

by Mohamed Essam
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Book cover type: Paperback
  • ISBN13: 9786208991760
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 84
  • Original Price: GBP 43.41
  • Language: Italian
  • Edition: N/A
  • Item Weight: 123 grams
  • BISAC Subject(s): Management

In un ambiente competitivo, la strategia dovrebbe portarvi a una posizione diversa dalla massa. Questo studio si propone di fornire un quadro di come la qualit� della relazione possa influenzare la fedelt� del cliente nel contesto business-to-business. Questo studio segue l'approccio composito alla fedelt�, che prevede sia aspetti comportamentali (intenzioni di acquisto) che attitudinali, al fine di spiegare pienamente il concetto di fedelt� del cliente. Viene effettuata una ricerca in letteratura nelle aree della fedelt� del cliente, della qualit� della relazione, della qualit� percepita del servizio, della fiducia, dell'impegno e della soddisfazione. Questo studio cerca quindi di affrontare le seguenti questioni di ricerca: La qualit� delle relazioni influenza la fedelt� dei clienti? Quali dimensioni della qualit� delle relazioni influenzano ciascuna delle componenti della fedelt� dei clienti? Questo studio � stato condotto in un contesto business-to-business del settore assicurativo in Egitto. I risultati mostrano che per mantenere la fedelt� del cliente al fornitore, quest'ultimo pu� migliorare tutti e quattro gli aspetti della qualit� della relazione: fiducia, impegno, soddisfazione e qualit� del servizio. In particolare, per aumentare la fiducia del cliente, il fornitore dovrebbe promuovere la fiducia del cliente.

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