TAILIEUCHUNG - clark_internationalcomparativeanalysisofcsm

Tham khảo tài liệu 'clark_internationalcomparativeanalysisofcsm', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | International Comparative Analysis of Customer Satisfaction with Discount Stores John B. Clark Hojong Hwang A growing number of firms are expecting more of their profits to be derived from international sales Topol and Sherman 1994 . But moving into foreign markets does not necessarily guarantee greater profitability. In fact it may guarantee more headaches for marketing managers Singhapakdi Rawwas Marta and Ahmed 1999 . It is difficult for marketing managers to satisfy dissimilar local customers needs which could result in a lower level of satisfaction. Customer satisfaction is one measure of evaluating the performance of the multinational corporation. Satisfied customers tend to be loyal patrons who also encourage other potential customers to do business with the firm which leads to better performance Fisher Garrett Arnold and Ferris 1999 . The extent to which the business firm is able to satisfy its customers is an indication of its general health and prospects for the future because it has a direct impact on the primary source of future revenue streams for most companies Fornell 1992 . Customer satisfaction is also less sensitive to seasonal fluctuations changes in costs or changes in accounting practices and reduces price elasticity Kotler 1988 . In the face of slow growth and highly growth and highly competitive markets customer retention is critical. Fornell 1992 . One way to protect products and markets from competitive inroads is to have highly satisfied customers which minimize customer turn over given certain cost constraints Fornell and Wernerfelt 1988 . Thus customer satisfaction is increasingly becoming a corporate goal Bitner and Hubbert 1994 . In the retail business in particular satisfaction is crucial in assessing retailer performance and mapping retail strategy. The Korean market of discount stores is the fastest growing field in the Korean retail business. After opening the retail market some multinational discount store retailers entered the .

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