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Causal analysis in marketing: a customer satisfaction problem

Author

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  • Gloria Gheno

    (Free university of Bozen-Bolzano)

Abstract

In recent years, shopping streets are declining in aid of shopping centers. Consequently, to maximize loyalty and competitiveness in an increasingly competitive market it is essential to understand the distinctions characterizing the customers who choose shopping centers from those who opt for shopping centers. To analyse this differentiation, I use the log-linear causal models but, since these have not a complete causal theory, I use a new causal analysis to remedy this problem (Gheno, 2016). Starting from a complex model, I come to a simpler model to understand the different behaviors of the two types of customers. The data analysis shows that shopping centers customers are more driven by the emotions than the more rational and concrete ones who choose shopping centers.

Suggested Citation

  • Gloria Gheno, 2017. "Causal analysis in marketing: a customer satisfaction problem," Proceedings of International Academic Conferences 5808163, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:5808163
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    File URL: https://iises.net/proceedings/33rd-international-academic-conference-vienna/table-of-content/detail?cid=58&iid=015&rid=8163
    File Function: First version, 2017
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    More about this item

    Keywords

    causal analysis; customer satisfaction; log-linear models; shopping centers; shopping street;
    All these keywords.

    JEL classification:

    • C40 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C00 - Mathematical and Quantitative Methods - - General - - - General

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