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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 icon 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

Puni tekst: engleski, pdf (2 MB) str. 2293-2309 preuzimanja: 43* citiraj
APA 6th Edition
Bakator, M., Đalić, N., Petrović, N., Paunović, M. i Terek, E. (2019). Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia. Economic research - Ekonomska istraživanja, 32 (1), 2293-2309. https://doi.org/10.1080/1331677X.2019.1642787
MLA 8th Edition
Bakator, Mihalj, et al. "Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia." Economic research - Ekonomska istraživanja, vol. 32, br. 1, 2019, str. 2293-2309. https://doi.org/10.1080/1331677X.2019.1642787. Citirano 29.03.2020.
Chicago 17th Edition
Bakator, Mihalj, Nataša Đalić, Nikola Petrović, Mina Paunović i Edit Terek. "Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia." Economic research - Ekonomska istraživanja 32, br. 1 (2019): 2293-2309. https://doi.org/10.1080/1331677X.2019.1642787
Harvard
Bakator, M., et al. (2019). 'Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia', Economic research - Ekonomska istraživanja, 32(1), str. 2293-2309. https://doi.org/10.1080/1331677X.2019.1642787
Vancouver
Bakator M, Đalić N, Petrović N, Paunović M, Terek E. Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia. Economic research - Ekonomska istraživanja [Internet]. 2019 [pristupljeno 29.03.2020.];32(1):2293-2309. https://doi.org/10.1080/1331677X.2019.1642787
IEEE
M. Bakator, N. Đalić, N. Petrović, M. Paunović i E. Terek, "Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia", Economic research - Ekonomska istraživanja, vol.32, br. 1, str. 2293-2309, 2019. [Online]. https://doi.org/10.1080/1331677X.2019.1642787

Sažetak
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.

Ključne riječi
Transition economy; market factors; advertising; customer satisfaction; economy of Serbia

Hrčak ID: 229542

URI
https://hrcak.srce.hr/229542

Posjeta: 79 *