Original scientific paper
https://doi.org/10.1080/1331677X.2019.1642787
Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia
Mihalj Bakator
orcid.org/0000-0001-8540-2460
; Department of Management, University of Novi Sad, Technical faculty‘Mihajlo Pupin’in Zrenjanin, Republic of Serbia
Nataša Đalić
; Department of Management, University of Novi Sad, Technical faculty‘Mihajlo Pupin’in Zrenjanin, Republic of Serbia
Nikola Petrović
; Department of Management, University of Novi Sad, Technical faculty‘Mihajlo Pupin’in Zrenjanin, Republic of Serbia
Mina Paunović
; Department of Management, University of Novi Sad, Technical faculty‘Mihajlo Pupin’in Zrenjanin, Republic of Serbia
Edit Terek
; Department of Management, University of Novi Sad, Technical faculty‘Mihajlo Pupin’in Zrenjanin, Republic of Serbia
Abstract
Transition economies often face various issues in their socio-economic structures. Several studies analysed the differences and similarities between traditional capitalist economies and transition economies. In this research, advertising and customer satisfaction, two crucial market-driving factors, are measured in the emerging economy of Serbia. Additionally, perceived quality, brand credibility and brand relationship quality are included in the study as mediating factors. Four hundred thirty-two (432) customers and consumers participated in the survey. The findings indicate that advertising has a strong positive correlation with customer satisfaction. This provides support and invites future research in the domain of emerging economies when it comes to key market factors such as advertising and customers’post-purchase experiences.
Keywords
Transition economy; market factors; advertising; customer satisfaction; economy of Serbia
Hrčak ID:
229542
URI
Publication date:
22.1.2019.
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