کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029241 | 942612 | 2012 | 9 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The effects of overall similarity regarding the customer-to-customer-relationship in a service context
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
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چکیده انگلیسی
This study applies the similarity effect to customer-to-customer-relationships. First, a customer categorisation in regard to their overall similarity is performed using multidimensional scaling (MDS). Second, overall similarity effects are shown. The predictions are tested based on recent research suggesting that overall similarity has positive effects in relation to attitudes towards the service, attitudes towards other present customers as well as the subject's intentions—such as choosing a service provider and recommending the service provider. Our findings are consistent with our predictions. Furthermore, the service context is discussed controversially and we establish that similarity has an effect beyond different service contexts.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 19, Issue 5, September 2012, Pages 501–509
Journal: Journal of Retailing and Consumer Services - Volume 19, Issue 5, September 2012, Pages 501–509
نویسندگان
Anna Dorothea Brack, Martin Benkenstein,