Proceedings of the 33rd International Academic Conference, Vienna

CAUSAL ANALYSIS IN MARKETING: A CUSTOMER SATISFACTION PROBLEM

GLORIA GHENO

Abstract:

In recent years, shopping streets are declining in aid of shopping centers. Consequently, to maximize loyalty and competitiveness in an increasingly competitive market it is essential to understand the distinctions characterizing the customers who choose shopping centers from those who opt for shopping centers. To analyse this differentiation, I use the log-linear causal models but, since these have not a complete causal theory, I use a new causal analysis to remedy this problem (Gheno, 2016). Starting from a complex model, I come to a simpler model to understand the different behaviors of the two types of customers. The data analysis shows that shopping centers customers are more driven by the emotions than the more rational and concrete ones who choose shopping centers.

Keywords: causal analysis, customer satisfaction, log-linear models, shopping centers, shopping street

DOI: 10.20472/IAC.2017.33.015

PDF: Download



Copyright © 2024 The International Institute of Social and Economic Sciences, www.iises.net