How Fragrant are perfumes? A Micro Perspective from Middle East
AbstractSatisfaction is a consumer post-purchase evaluation of the overall service experience. As an important determinant of customer loyalty and retention, firms exhibit most care to maintain customer satisfaction intact, unless it cannot be up-scaled. Middle East is known for its fancy towards cosmetics in general and perfumes in particular. The present study, which was conducted as micro level, undertaken in the Kingdom of Bahrain, attempts to understand the customer satisfaction of perfumes. The study discusses, inter alia, brand consciousness, brand loyalty, loyalty towards vending outlets etc.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 19591.
Date of creation: Jun 2009
Date of revision: Nov 2009
Customer satisfaction; perfume market; brand consciousness; brand loyalty; shop loyalty; consumer exploitation; purchase behaviour; buying motive;
Find related papers by JEL classification:
- D03 - Microeconomics - - General - - - Behavioral Economics; Underlying Principles
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General
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- Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
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