Table of contents
Decision '08: event marketing or product sampling?
Cindy JohnsonThe purpose of this paper is to examine commonly relied upon product sampling strategies, direct‐to‐consumer sampling and event sampling, to determine which method can deliver the…
Age cohort analysis in adoption of mobile data services: gen Xers versus baby boomers
Kiseol Yang, Laura D. JollyThis study aims to examine the differences in adoption of mobile data services between two age cohorts (gen Xers and baby boomers). Three elements in the extended Technology…
Pro‐environmental products: marketing influence on consumer purchase decision
Josephine Pickett‐Baker, Ritsuko OzakiThe objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary…
Understanding older shoppers: a phenomenological investigation
Hayley Myers, Margaret LumbersThis research aims to explore the shopping behaviour and needs and wants of the over 55s market. Retail spaces have been most concerned with targeting the young, but the growing…
Customer satisfaction and loyalty: start with the product, culminate with the brand
Eduardo Torres‐Moraga, Arturo Z. Vásquez‐Parraga, Jorge Zamora‐GonzálezStudies on customer satisfaction and loyalty have focused on brand rather than product. It is not that brand is not important, but the process of loving a brand starts with a…
Telecom's search for the ultimate customer loyalty platform
Rick Ferguson, Bill BrohaughThe purpose of this paper is to present an up‐to‐date examination of the telecommunications industry and attempt to discover how some of the major players are engaging their…
Sorry for your loss, now when will we be paid? Customer service after death of a customer
Elizabeth Taylor QuilliamThe purpose of this paper is to explore how retail organizations serve heirs attempting to settle estates, suggesting that companies providing minimal customer service risk…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel