Marketing Essay Example | Topics and Well Written Essays - 2000 words - 2

Marketing - Essay Example Examining the similarities and differences of each of the studies creates a deeper understanding of how results can differ and what is excluded from different studies, despite the similarity of focus with the studies. This research paper will examine four different studies related to the sports retail industry. These will be evaluated first to show how each links to the sports industry and what the main conclusions were. When looking at the different studies, there will be the ability to evaluate and determine both similarities and differences between the studies. By looking into this and examining the alterations between various types of studies, there is the ability to create a deeper understanding about the sports retail stores and how this relates to customer service and management. At the same time, the limitations and developments with the studies can help to define what changes need to be made for more effective applications to the studies. Qualitative Studies The first qualit ative study was based on observations of perceived value which customers had, specifically which related to attitudes, self – image congruence, satisfaction and behavioral intentions. The model which was used included showing how each of these levels related directly to how shoppers’ was influenced when shopping in a sports retail store. ... If the positioning wasn’t correct, then it was likely that the behaviors would become negative and the management would seem inflictive. Positioning directly affected the purchase and the feeling of customer satisfaction when creating behavioral intentions from customers (Ibrahim, Naijar, 207: 2008). A second concept which is known to relate directly to the impact of customer relationships and management is with defining the relationship qualities which are built in retail stores and in fitness centers. It has been found that when there are more services and products in sports centers, individuals are more likely to respond in a positive manner. When management follows this with orientation toward different products, then it is also known that the relationships become more significant in the stores. Specifically, there is the belief from the customers that the orientation of services and products is based on building relationships and orientation toward the individuals working in the sport centers, as opposed to only the sale of various products. This increases quality and shows a sense of loyalty, customer satisfaction, commitment and social bonds that are a part of customer needs (Athanassopoulou, Mylonakis, 355: 2009). Quantitative Studies The first quantitative study which was defined was based on the customer satisfaction related to various approaches to management and customer service. This was defined with the customer satisfaction index, which included stated and derived importance variables. The scores were based on the importance that customers had to basic concepts within the store as well as performance that was a part of the store. A regression analysis was performed to find which was considered the most valuable to customers.