A RESEARCH ON THE EFFECT OF COMPETITIVE PRICING STRATEGIES APPLIED BY BUSINESSES ON CUSTOMER SATISFACTION: EXAMPLE OF JEWELERY ENTERPRISES IN NIĞDE PROVINCE
In this study, the effects of the competitive pricing strategies, applied by the enterprises within the scope of marketing activities, on customer satisfaction were investigated. The research conducted between 01-28 February with the local jewelery dealers in Nigde province. Face-to-face interviews...
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
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Fırat University
2019
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| Acceso en línea: | https://doaj.org/article/910c7c10d9734cf98912bd7c349405b2 |
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| Sumario: | In this study, the effects of the competitive pricing strategies, applied by the enterprises within the scope of marketing activities, on customer satisfaction were investigated. The research conducted between 01-28 February with the local jewelery dealers in Nigde province. Face-to-face interviews were conducted with the jewelers and the obtained data were evaluated by content analysis. Based on the data gathered, the relationship between customer satisfaction and competitive pricing has been tried to be revealed. At the same time, the problems related to competitive pricing in gold marketing and customer satisfaction experienced by the jewelery dealers in Niğde province have been involved in the study. The study is an exploratory study and the research is intended to provide descriptive assessment to determine the current situation. In the same way, the research is important because there has been no previous research on this issue and it provides an insight for future studies. The population of this study includes a total of 41 jewelery enterprises settled in Niğde province, and those who work as business owners, marketing personnel, salesperson or shop assistant in these enterprises. The sample of the research consists of 41 marketing staff _ at least one business owner, manager, marketing staff or worker_ chosen randomly from each jewelery shop. The obtained data were evaluated in the SPSS 22.0 prepared package program. In the evaluation of the data, some descriptive statistics were used. As a result of the research, it has been found out that the competition-based pricing has a positive effect on the customer satisfaction and that the customers are satisfied with the competitive pricing of the jewelery businesses in Niğde province. It has also been observed that actually jewelery businesses do not want to implement competitive pricing in their marketing activities, it has been done because the market-based pricing stems from necessity. |
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