期刊
INDUSTRIAL MARKETING MANAGEMENT
卷 33, 期 8, 页码 675-687出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2004.03.005
关键词
customer value; satisfaction; Ulaga-Eggert scale; veterinary pharmaceuticals
The objective was to test a customer value variable, as operationalized by a modification of Ulaga and Eggert's scale, as a direct explanatory concept in predicting satisfaction, loyalty, and market performance in a hybrid veterinary pharmaceuticals market. The market was considered to be a hybrid because physicians purchase on behalf of their clients. The scale proved to be reliable and valid in a detail intensive market using 220 veterinary physicians as respondents. To achieve an acceptable structural equation modeling fit, the customer value variable had to be dropped. The final model indicated a direct influence by product, strategic, and personal benefits as well as perceived sacrifices on the dependent variables. Management implications of the study are described. (C) 2004 Published by Elsevier Inc.
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