Starting from the studies on the value of relational capital and the importance accorded to the satisfaction of customer loyalty in the process, the objective of this research is to analyze the relationships between an industrial and commercial customers through the study of satisfaction distributors is recognized as an antecedent of trust and loyalty intentional perspective, both as a dependent variable, ie as a result of a process of building a lasting relationship between buyers and sellers. The theoretical construct will be confirmed in the empirical analysis on dealer satisfaction of a multinational in the field of light quadricycles. The discussion of results and major strategic implications will allow us to confirm the importance of dealer satisfaction as an indicator of customer-based performance evaluation for an industrial distribution which, in the process of channel management, needs to monitor the competitive results at the distribution level in order to improve the actions of trade marketing and as result of the competitive advantages on the intermediate market and on the final one.
ANALISI DELLE PERFORMANCE DISTRIBUTIVE. UN'INDAGINE EMPIRICA SULLA DEALER SATISFACTION
DE COSMO, LUCREZIA MARIA
2012-01-01
Abstract
Starting from the studies on the value of relational capital and the importance accorded to the satisfaction of customer loyalty in the process, the objective of this research is to analyze the relationships between an industrial and commercial customers through the study of satisfaction distributors is recognized as an antecedent of trust and loyalty intentional perspective, both as a dependent variable, ie as a result of a process of building a lasting relationship between buyers and sellers. The theoretical construct will be confirmed in the empirical analysis on dealer satisfaction of a multinational in the field of light quadricycles. The discussion of results and major strategic implications will allow us to confirm the importance of dealer satisfaction as an indicator of customer-based performance evaluation for an industrial distribution which, in the process of channel management, needs to monitor the competitive results at the distribution level in order to improve the actions of trade marketing and as result of the competitive advantages on the intermediate market and on the final one.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
