Diga-me quem és e te direi se me relacionarei com você : a influência da personalidade de marca com clientes no mercado de moda feminina de luxo

Scussel, Fernanda

doi:10.26512/2015.12.d.19772

Cited by 1 publication

(2 citation statements)

References 21 publications

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“…Likewise, another factor that could have influenced the difference between the scales is the cultural aspect. Regarding business and marketing areas, culture is considered one of the main factors determining consumer behavior (Shavitt, Lee, & Torelli, 2009). The national culture of a particular society can be examined through measuring the cultural dimensions of the country.…”

Section: Discussionmentioning

confidence: 99%

“…As examples of customized CRM scales, we might introduce the amusement parks CRMS (Vasconcelos, & Demo, 2012), the sodas and beverages CRMS (Demo & Lopes, 2014), the electronic games CRMS (Demo, Batelli, & Albuquerque, 2015), the luxury market CRMS (Scussel & Demo, 2016) and the public sector CRMS (Demo & Pessôa, 2015), a pioneer scale to assess Citizen Relationship Management (CiRM).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Customer Relationship Management Scale for the B2c Market: A Cross-Cultural Comparison

Demo

Watanabe

Chauvet

et al. 2017

RAM, Rev. Adm. Mackenzie

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Purpose: The objectives of this study were to validate the Customer Relationship Management Scale (CRMS) in France, and to compare the French model to both Brazilian and American ones. Originality/gap/relevance/implications: Based on the premise that scientific measurement instruments may be used to reflect customers' perception about the organization actions and effectiveness, it is important to validate a scale within a multidimensional cultural context. Therefore, the applicability of the instrument shall be possible in different contexts, longitudinally, with diverse subjects, thus providing external validity and generalization. Key methodological aspects: This is a descriptive, instrumental, quantitative, cross-sectional survey where we used the Customer Relationship Management Scale (CRMS). The sampling method was non-probabilistic convenience and the total of answered questionnaires added up to 454. We carried out a quantitative research through Exploratory and Confirmatory Factor Analysis. Summary of key results: The results obtained in the analyses allow us to conclude that the relation between clients and companies is really two-dimensional and it involves two distinct factors, namely Loyalty and Customer Service. The scale validated in Brazil and in the United States remained stable, in terms of validity (quality of items) and reliability, when validated in a distinct context, that is, France. This makes its application in French organizations possible, improving its external validity and generalization. Key considerations/conclusions: The main objective of this study was reached and an instrument to assess what aspects French customers rank as relevant regarding CRM was produced showing theoretical consistency, reliability and construct validity as well.

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Section: Discussionmentioning

confidence: 99%