nep-mkt New Economics Papers
on Marketing
Issue of 2014‒08‒02
five papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. It is all about ME! Personal branding in Property Research By Thompson, Bob
  2. The Effect of Kiosks Service Quality and Kiosk Product Quality on Customer Satisfaction By Saeheng, Nitchara
  3. After Sales Marketing Strategies of Real Estate Companies: An Empirical Study By Kippes, Stephan
  4. Social Networks on the Web in Real Estates in Portugal By Florentino, Teresa; Casaca, Joaquim
  5. Factors Influencing Customer Satisfaction with Chain Budget Hotels in Bangkok By Cherdchamadol, Paphada; Kawachart, Pitinan

  1. By: Thompson, Bob
    Abstract: Just as companies brand their products to create unique associations in the minds of their target consumers, personal branding involves the creation of strong, unique and favourable associations in the minds of the people around them. However, unlike products which have a conscious marketing program to build and maintain brand values, personal brands are often built unconsciously. Yet content creators have a complete set of tools at their disposal to ensure that they are in control of their own brand. Academics have long been judged, albeit crudely, by the volume of their published work and their ability to place it in the “right� journal. In the commercial world, by comparison, personal branding is often subsumed into the brand of the corporate paymaster. In this context letting personal branding become visible raises important issues of trust often buried by blanket bans on the use of social media for example..On the other hand, employers are increasingly using social media tools to vet applicants before offering them interviews. Such techniques range from searching the applicants Facebook or Twitter feed to conducting large background checks using search engines and other tools.This paper presents significant research into the relationship between corporate and personal branding undertaken across the whole business services sector and presents the results of a survey taken amongst corporate and academic researchers about their own efforts to build and maintain a personal brand. This is triangulated against a survey of companies within the real estate sector seeking out the corporate view.Personal branding cuts across established ideas of employment policy and the monitoring of employees as well as having an impact on the marketing drivers of real estate. It sits at the heart of what property research is and what it might become.
    Date: 2014
  2. By: Saeheng, Nitchara
    Abstract: Purpose – This study attempts to examine the impacts of the kiosk service quality dimension (that is, personal Interaction, policy, physical aspects, reliability and problem solving) and the kiosk product quality dimension (including features, aesthetics and customer-perceived quality) on customer satisfaction. It focuses on the kiosks in shopping centers in Thailand.Design/methodology/approach – The study adopted well-known theory of retail service quality and product quality. A survey was conducted with the samples that have experience in shopping with kiosk. Data were collected through the online questionnaire. The total of 216 respondents participated.Findings – The results from the regression analysis showed four dimensions, namely personal interaction, policy, product aesthetics and customer-perceived quality had a direct relationship with customer satisfaction with kiosk. Practical implications – Findings provide practical information to mall managers by understanding that what kiosk’s characteristics positively affect shopper satisfaction. Thus, mall managers need to pay more attention to these dimensions for choosing kiosk in the mall. In addition, kiosk owners can apply this study to improve their performance.Originality/value – There is no research to examine the impacts of the kiosk service quality dimension and the kiosk product quality dimension on Thai customer satisfaction. The findings of this study can help kiosk to improve the performance for surviving in shopping centers. And this helps shopping center to reduce the cost of finding new kiosks. Furthermore, mall managers can use this results for choosing kiosk that meet shopper satisfaction.Paper type – Research paper
    Date: 2014
  3. By: Kippes, Stephan
    Abstract: The Lehmann bankruptcy, the financial crisis in Greece and the ongoing problems of the Euro brought about a situation in Germany, in which people started to shift their assets into properties. In addition to an undersupply of properties in the major cities, the situation is getting increasingly severe, because owners of housing stock in these locations tend to stick to their properties, because they see a lack of other highly secure options to reinvest their money as they see properties as a safe haven in uncertain times. Over the last three years it therefore became more and more difficult for real estate companies to acquire new properties in the major cities for selling, and letting. In contrast to this there is still a substantial oversupply of housing stock in the countryside.In this situation the purpose of this paper is to examine the use of after sales marketing, and customer relationship management (CRM) by real estate companies as a means to acquire properties. This paper is based on a new survey from spring 2013. This study will provide a greater understanding of the attitudes and strategies of real estate companies in relation to after sales marketing issues.
    Date: 2013
  4. By: Florentino, Teresa; Casaca, Joaquim
    Abstract: This article aims to analyze different types of Social Networks, its purpose, success and evolution, and also its advantages for people and businesses in particular in Real Estate mediation in Portugal. This article includes some research related to the use of Social Networks and its relationships with Real Estate. First the social networks and issues related to investment and Marketing relations are analysed, structured and classified, and it is also analysed the Real Estate business. Then there are presented some statistics based on data according to Social Networking use in Real Estate companies in Portugal and in particular, the use of Facebook. Finally, some conclusions of this study are presented and highlighted the main limitations of this research as well as some recommendations for future studies. According to statistics made by Real Estate companies in Portugal, in a universe of 3231, and given a sample of about 500 companies in the Real Estate business, 15% have their own sites and in these, Facebook subscription is over 12%, 4% on Twitter, 1% on LinkedIn, and no more than 1% on YouTube. By Adding and adapting technologies and new trends like Social Networks and using the Internet, we can expect a better understanding of consumers and new ways of doing business and new business opportunities. There are few articles referring to Social Networks and Real Estate and in Portuguese reality this is even more uncommon. This kind of researches should be more frequent and compared, when possible, with other countries and other situations.
    Date: 2013
  5. By: Cherdchamadol, Paphada; Kawachart, Pitinan
    Abstract: The budget hotels in Thailand are likely to grow by the growth of low cost airline. Since cheaper airline ticket, middle management employees and their families including tourists travel more and more. Other than that, budget hotel business requires low investment but good return. Not surprisingly, the giant public company in Thailand hotel business, CENTEL, has been planned to expand new brand of 2 star hotel chain to serve the number of increasing travelers for AEC in 2015. However, IBIS Bangkok, there still wonders that ecotangible is the factor which significantly impact on customer satisfaction or not.Consequently, This paper proposes and tests a framework explaining the factors influencing customer satisfaction (SAT) with chain budget hotel in Bangkok especially the factor, ecotangible.Data was collected from both customers who were staying at the time we collected and customers were recently experienced within 6 months. Five hypotheses are :H1 : hotel image has a positive and direct effect on SAT.H2 : Ecotangible has a positive and direct effect on SAT.H3 : Physical quality has a positive and direct effect on SAT.H4 : Service quality has a positive and direct effect on SAT.H5 : Value for money has a positive and direct effect on SAT.The reliability and dimensionality of customer satisfaction are assessed by using exploratory factor analysis and multiple regression analysis which is employed to test aboved hypothesized relationships. The result shows that there are six factors which directly positive impact on customer satisfaction. The six factors are hotel image, ecotangible, room quality, room facility, service quality and value for money. The results of this study will provide developers in chain budget hotel to increase customer satisfaction and indeed, overall performance. Moreover, developers effectively allocate limited resources on appropriate factors to meet the customer satisfaction.
    Date: 2013

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