Understanding Housewife's Loyalty: Is There Pure Loyalty? Repository

Understanding Housewife's Loyalty: Is There Pure Loyalty?

Gancar Candra Premananto and Cecilia Wening Prismaningtyas (2016) Understanding Housewife's Loyalty: Is There Pure Loyalty? In: Proceeding of 2016 ICOI the International Conference on Organizational Innovation. International Association of Organizational Innovations, Beijing, p. 28. ISBN 978-986-90744-4-5

	Text (Artikel) Gancar Candra P_Karil 12_Understanding Housewife ....pdf Download (2MB)
	Text (Peer Review) Gancar Candra P_Peer Review 012.pdf Download (1MB)
	Text (Similarity Test) Gancar CP_Similarity 12_UNDERSTANDING HOUSEWIVES’ LOYALTY_ DOES PURE LOYALTY EXIST_.pdf Download (2MB)

Official URL: http://www.iaoiusa.org/2016icoi/

Abstract

Many researches on loyalty program have been conducted for a long time, but there are things can still be explored about it. Al producers need their product to be able to elicit pure loyalty out of their customers. This research tries to explore whether there is pure loyalty among housewives for consumer goods or most products only have devided loyalty type? Decision making process by housewives will be getting important and dominant in the future, so that an understanding on this process shall be valuable. The exploration using qualitative research is conducted by an online interview, direct indepth interview and FGD in order to find out the truth on loyalty in consumer goods. The results state that most of consumption patterns show devided loyalty for some brands in their consideration set. Pure loyalty is appens when there are risks.

Item Type:

Book Section

Uncontrolled Keywords:

Housewives, divided loyalty, pure loyalty, devided loyalty

Subjects:

H Social Sciences
H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
H Social Sciences > HJ Public Finance > HJ9-9940 Public finance > HJ6603-7390 Customs administration

Divisions:

04. Fakultas Ekonomi dan Bisnis > Manajemen

Creators: