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Volume 02 Issue 02 (2015)

Volume 02 Issue 02     2015

Apostolos N. Giovanis

Abstract: The purposes of this paper is first to empirically measure the direct effects of relationship quality (RQ) components on customer loyalty, and second to examine the moderating effects of continuance commitment on these relationships in the context of high-tech consumer services. This paper extends the relationship commitment paradigm by testing a contingency model to assess the impact of satisfaction, trust, and affective commitment on customer loyalty, under different levels of continuance commitment. Data was collected from a survey of 460 customers of mobile telecommunication service providers and analyzed using partial least squares methodology. Findings clearly indicate that the impact of all RQ components on customer loyalty is statistically significant but also varies according to the level of continuance commitment. Relevant theoretical and managerial implications are presented at the end of the paper. 

Jaroslav Dachel, Eva Duchácková, Jarmila Radová

Abstract: The authors of the article point out that the classical theory of economics has failed to yield a solid theoretical background for the economic conditions of the world. Theorists cannot look to controversial mathematical modelling for help, especially due to the influence of unfettered randomness. Heuristic economists and empiricists can better anticipate the consequences of chance for the economic conditions of the world and better interpret the behaviour of individuals and economic entities in decision-making in uncertain conditions, which seems to be an altogether different case. The classical utility theory is criticized. The authors emphasise the particularity of the insurance industry and controversial regulatory projects in this context. The fair insurance premium is criticised. Conclusion: The challenge for today’s theoretical economists is to find a new concept for today’s global era in line with behavioural and empirical approaches. 

Iordanis Kotzaivazoglou

Abstract: Implementing a political marketing strategy requires not only that a party listen to the needs and wishes of the electorate and shape its product accordingly, but also be in a position to deliver it once elected. The purpose of this paper is to describe the outcomes that making excessive pre-election promises, which are impossible to implement when in government, can have for a party. The method used is a descriptive case study, with data drawn from Greek experience and PASOK’s political marketing strategy under the leadership of George Papandreou in 2009-2011. Shortly before the economic crisis engulfed the country, PASOK pursued a strategy of extravagant campaign promises that gave him a comfortable electoral win. Afterwards, however, those pre-election pledges prevented him from promptly taking the austerity measures needed to deal with the crisis. The result was as adverse for the party as it was for the country and its citizens. This case study helps fill a gap in political marketing theory concerning the choices that a party of government might make or avoid when it will be governing at a time of economic crisis, which will force it to take severely unpopular measures that are contrary to the voters’ wishes.

Peter J. Stavroulakis, Elena Riza

Abstract: Even within the evolution of the discipline of strategic management, its core concepts and their respective importance remain unchanged.  Amongst these practical instruments, that of situation analysis stands out as dominant, for it pertains to the first step towards the materiality of any venture.  Only if our environment is taken under consideration can our venture hope to be viable and this exactly is the promise of effective situation analysis, that through the accurate representation of our strengths and weaknesses can we grasp opportunities and walk away from threats.  A resilient technique for situation analysis is the consolidation of strategic factors among four particular groups that is known as SWOT analysis; to this day its origin remains obscure, though its prevalence has remained uncontested for more than fifty years.  Though the utility of the SWOT inventory is indisputable, the instrument does hold two main limitations, that of arbitrary selection of strategic factors and their relative ranking.  To mitigate these issues, several quantitative methodologies have been proposed over the years.  This work proposes the extraction of a methodological instrument utilized extensively within epidemiology and its fusion with a quantitative SWOT inventory that has rendered a numeric result for each particular attribute.  Through this fusion, a novel analytical perspective is introduced, that assists the extension of our analytical insight.

Gökçe Özdemir, Özge Adan

Abstract: According to the nature of the sector, tourism is a labor intensive industry and thereby employees are accepted as part of product or service experience. In this regard, employees have an impact on the quality of the services and the outcome of the service process. The concept of internal marketing, which is dealing with relations between organizations and employees, is used as an effective marketing and management tool at the tourism organizations as well as in destinations. In this sense, internal marketing enables the destinations to be positioned and promoted successfully through a single brand image of the destination. Internal marketing is also vital for the destination marketing organizations to retain and increase the number of the members among the destination stakeholders. Success on internal marketing can only be achieved through appropriate communication channels with a clear message with the right timing to link the private and public sector in the objective of sustainable tourism development and improvement as well as enhancing the quality of tourism experience. In this study the internal communication process and its scope between Izmir Convention and Visitors Bureau (Izmir CVB) as an urban destination marketing organization and its stakeholders is analyzed and evaluated. Internal marketing between Izmir CVB and its stakeholders are analyzed through quantitative research depending on interpretations of several interviews with the member organizations. This study reveals the deficiencies of the internal communication, internal marketing techniques and some suggestions on developing the communication techniques between Izmir CVB and its stakeholders.