The impact of market environments on marketing relationships
Fecha
2014Autor
Versión
Acceso abierto / Sarbide irekia
Tipo
Artículo / Artikulua
Versión
Versión aceptada / Onetsi den bertsioa
Impacto
|
10.5539/ijms.v6n1p45
Resumen
This paper addresses two issues empirically that have been somewhat neglected in the marketing literature. The
first one is whether or not basic marketing relationships at the establishment level are robust or stable to the
realization of major events that change the market environm
ent. The second one is whether after these events take
place the marketing relationships for new establish ...
[++]
This paper addresses two issues empirically that have been somewhat neglected in the marketing literature. The
first one is whether or not basic marketing relationships at the establishment level are robust or stable to the
realization of major events that change the market environm
ent. The second one is whether after these events take
place the marketing relationships for new establishments
are the same or different from those of existing
establishments. What allows us to address these issues
is a combination of factors af
fecting the operation of gas
stations in Pamplona, Spain. We conducted a survey of gas stations in 1998 when prices of gasoline products were
fixed by the government and a similar survey in 2007 when gas retail prices were set by market participant. This
major change in market environment was the result of a price liberalization law. A comparison of the same
establishments in the two surveys allows us to address the first issue identified above. A comparison of new
establishments and existing ones in the
most recent survey allows us to addr
ess the second issue identified above.
Briefly put, customer satisfaction and its determinants prove to have a robust, stable relationship with respect to the
changed market environment during this nine year period. On the other hand, some aspects of the relation between
future patronage intentions and its determinants are subs
tantially altered by the changed market environment. The
aspects that remain the same in both
comparisons are, thus, geographically as
well as inter-temporally stable. Those
that change often can be associated with specific changes
in the nature of the market for gas stations in Pamplona
during this nine year period. [--]
Materias
Retailing,
Customer satisfaction,
Gas stations,
Future patronage intentions,
One time events,
Stable relationships
Editor
Canadian Center of Science and Education
Publicado en
International Journal of Marketing Studies; Vol. 6, No. 1; 2014
Departamento
Universidad Pública de Navarra. Departamento de Gestión de Empresas /
Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila
Versión del editor
Entidades Financiadoras
The authors acknowledge
financial support for this research from the Spanish Ministry of Education and Science: Project
SEJ2005-0663/ECON.
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