Marketing at the bottom of the pyramid: rvice quality nsitivity of captive microfinance borrowers 期刊名称： Journal of Consumer Marketing
作者： Saju Jo,F. Robert Buchanan
作者机构： Abu Dhabi University会计目标是什么>中冶尚园
年份： 2013年
期号： 第7期蓝莓清洗>奢侈名表
关键词： Microfinance; Corporate social responsibility; Bottom of the pyramid
摘要：Purpo ‐ The aim of this paper is to survey the working poor who are microfinance borrowers, examining their perceptions of customer satisfaction and corporate social responsibility. Design/methodology/approach ‐ Validated scale
measures were prented in a cross-ctional field study survey of 201
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respondents. OLS regression was ud after determining factor loadings and
reliabilities. Findings ‐ Customer dissatisfaction with the microfinance product, lack of commitment from lender's staff, and dissatisfaction with informational support, were all significantly related to future purcha intentions. Only dissatisfaction
toward the firm's people was significantly related to perceptions of CSR. Practical implications ‐ Dissatisfied poor would prefer to buy elwhere, even if they find the ller to be socially responsible. 幼儿园识字教案
测试总结内容由中国教育图书进出口有限公司引进
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