Purpose – The aim of the paper is to determine the perception of extended warranty when communicated by retailer during the sales promotion of durable products (e.g. refrigerators). We consider ...perception as five signals or conceptual dimensions in retail context. The research question is: What perception creates the extended warranty? The dimensions studied can increase or decrease the value and therefore attractiveness of the product. In this sense, extended warranties are a tool that retailers can use to change customers’ attitudes towards a product. There is little primary research that shows how communication of extended warranties influences customer perception and which signals are relevant to customers and retailers.
Research methodology – A survey was conducted on a sample of 180 respondents. The measurement model includes extended warranty as a construct with five observed variables related to customer sentiment (risk relief, no cost, quality, price and brand). Each sentiment signal is tested as a separate hypothesis. The model was tested with SEM and CFA was used to interpret the data.
Findings – In advertising theory, the extended warranty is seen as a signal of better quality and reliability, but we have shown that it creates a sense of risk relief in the purchase decision.
Research limitations – Extended warranties can give rise to perceptions other than those examined in the measurement model. For different categories of consumer goods, the warranty features can be perceived differently.
Practical implications – Retailers design promotional activities by communicating extended warranty to customers. As a result, they do not perceive promoted object as a more expensive due to warranty provision, even though it offers value to customers.
Originality/Value – The originality of the article lies in the different perceptions that arise when customers are confronted with an extended warranty as part of the product promotion in a store. The empirical model proposes a construct of perception of the extended warranty mediated by a unique combination of signals such as risk relief, no cost sentiment, quality, price, and brand value. Only two signals, namely risk relief and quality, influence purchase intention.
Rad istraži,je i analizira važnost školske kulture, identiteta nastavnika i koi porativnog identiteta tijekom pandemije СОУ ID-19. Istraživat je je utemeljeno na kvalitatívnej metodologiji, j. ...tematskej analizi znanstvenih radova iz područja korporativnog marketinga prema Balmerovom modelu AC2 ID testa i Bejaardovom konstruktu nastavnikova identiteta. U radu su prikazane snage i slabosti online učet ja kao i strateg je poučavarje tijekom COVID-19 pandem je. Naglašavaju se važnost pružat ja podrške nastavnicima od strane ravnatelja jer se na taj način ostvari je pozitivna školska klima. U radu se upućtje na postejar je različitih identiteta škole, a modelom AC21D testa otjašejavaju se interdisciplinarne korelacije identiteta nastavnika, identiteta škole i školske kulture. Predleže se konceptualni model zadovoljstva keji na teor jskej razini oljašrjava povezanost zadovoljstva nastavnika, ravnatelja, roditelja i svih zaposlenika u školskom menadžmentu. Model može poslužiti kao analitički alat uz pomoč kejeg školski menadžment može kreirati strategiju izgradi-je identiteta škole.
Objective: The objective of the article is to examine the causality between material well-being indicators of all the EU-27 countries and sustainable consumption behaviour indicators of the ...corresponding consumers. The authors assumed that the material well-being construct is determined by net income and actual individual consumption variables. In contrast, the sustainable consumption construct captures five selected behavioural variables. Research Design Methods: The hypothesis was that material well-being significantly determines sustaina- ble practices in European countries. The research model was tested by structural equation modelling (SEM) using path coefficients and developed construct predictors. Two sets of statistical data were used. The first was data on material well-being from Eurostat 2019, and the second was a public opinion poll covering the EU-27 countries as stated in the 2019 Special Eurobarometer 501.Findings: Consumers in countries with lower material well-being indicators had a lower capacity for imple- menting consumers sustainable practices.Implications Recommendations: The reported causality is essential for policy decision-makers to regulate measures more reliably according to specific countries and distribute scarce resources relevant to their sus- tainable consumer practices capability.Contribution Value Added: The article contributes to the sustainable consumption theory by developing new theoretical construction that combines the different sustainability featured variables. Introducing policy measures for sustainable consumer behaviour, which simultaneously require sacrifice, will depend on consumer income and the ability to meet the costs of environmentally friendly activities.
The purpose is to demonstrate how part-time work in the retail store reflects on labour productivity. The motivation is very low labour productivity in the retail sector in Croatia (57% of the EU ...average). Operational data on customer frequency and working hours for the empirical study are business data requested and obtained from a retail chain in Croatia, which derived them from its business intelligence (BI) analytical system. Bivariate correlation statistical analysis was used to compare productivity between five similar stores with different workforce structures. The goal was to show the impact of part-time work on productivity. The results confirm that part-time employment provides a proportion of effective hours that can increase the store's productivity. The gross margin proved to be a limitation for the dynamics of labour productivity, which means that the introduction of part-time work will negatively affect the margin after reaching a certain proportion. Retail management can use the contribution for strategic purposes to shape the workforce structure and as an operational input in the timetable scheduling to improve productivity. Empirical validation focused on a single format is considered a study limitation. The paper holds an exhaustive analysis of operating data from the retail business, which can be a valid input for driving the macro-level productivity of the entire retail sector.
Na domaćem tržištu već dulje vrijeme postoji problem niske produktivnosti i profitabilnosti trgovaca na malo zbog čega posežu za podizanjem cijena i otpuštanjem radnika. Iz tog razloga postoji ...potreba za razvijanjem modela koji bi olakšao donošenje godišnjih poslovnih ciljeva u trgovinskim poduzećima. Cilj je rada pomoću poslovne statistike i odabrane metodologije istražiti prediktore stope profitabilnosti i produktivnosti sektora trgovine na malo (G47). Obrađuju se sumarni godišnji podatci na uzorku vodećih poduzeća (N=37, 66 % prodaje) u djelatnosti trgovine na malo iz baze podataka FINA-e. Metodom višestruke regresije s analizom kolinearnosti provjeravaju se magnitude profitabilnosti i produktivnosti. U teorijskim su modelima identificirane varijable sa značajnim pozitivnim i negativnim utjecajem na profitnu maržu i povrat na imovinu (ROA) trgovinskih poduzeća. Rezultati mogu donijeti veću sigurnost u planiranju i olakšati postavljanje godišnjih i operativnih ciljeva trgovinskom menadžmentu jer rasvjetljavaju problem ishodišta produktivnosti i profitabilnosti. Generalizirani modeli performansi reprezentativnog poduzeća nisu pouzdani za druge djelatnosti. Iz polazišta teorije maksimizacije prodaje i testiranja modela otkrili su se novi odnosi prihoda, troškova i iskorištenja imovine, a koji su važni za poslovno upravljanje. Modeliranje profitabilnosti i produktivnosti na ovakav način proširuje mogućnosti statističke analize i na druge sektore.
In the domestic market, there has long been a problem of low productivity and profitability of retailers, which is why they resort to price increases and layoffs. For this reason, there is a need to develop a model that would facilitate the introduction of annual business objectives in retail companies. The aim of the paper is to examine the predictors of profitability and productivity of the retail sector (G47) using business statistics and selected methods. Annual aggregated data on a sample of leading companies (N=37.66% of turnover) in the retail sector are processed from the FINA database. The multiple regression method with collinearity analysis is used to examine the magnitudes of profitability and productivity. In the theoretical models, variables with a significant positive and negative influence on the profit margin and return on assets (ROA) of retail companies were identified. The results can provide more planning certainty and facilitate the setting of annual and operational targets for retail management by shedding light on the problem of productivity and profitability origins. Generalized performance models of a representative company are not reliable for other activities. Based on the theory of sales maximization and the testing of models, new relationships between revenues, costs and asset utilization have been discovered that are important for corporate management. Modeling profitability and productivity in this way extends the possibilities of statistical analysis to other sectors.
Foreign retailers are gaining progressively more of the Croatian retail market share. This paper is an analysis of the retail structure in the Republic of Croatia (sector G - 52), with respect to the ...origin of trading companies (domestic and foreign retailers), to their size (small, medium and large companies) and to sub-sectors within a sector G - 52. The aim of this paper is to contribute to the understanding of causes underlying the foreign retailers' expansion regarding their business success. The paper includes an analysis of the structure of household consumption in the Republic of Croatia as an important condition for the development of the retail structure. The analysis involves the indicators of domestic and foreign retailers' business success: the turnover per one trading company and the turnover per one employee of the trading company. The comparison of these indicators for domestic and foreign retailers lead to certain differences (foreign retailers are slightly more productive than the domestic retailers) and to the evaluation of the differences caused by the size of the company. Since a correlation of the size of the structure of domestic and foreign trading companies in certain sub-sectors within sector G -52 must not exist, the conclusion suggests itself in the form of a need to investigate other features of the retail structure. The research is related to the year 2001. Nevertheless, the research presented in the paper points at an inadequate adaptability of domestic retailers to the structure of demand in the Republic of Croatia as the cause of the insufficient trading success. PUBLICATION ABSTRACT
More and more consumers are looking for inclusion in online processes to meet the needs and fulfill their desires. The online channel opens up new opportunities for innovation in communication among ...people, and this has a significant impact on lifestyle changes, especially in shopping. A large number of consumers who are delighted and buy online regularly and feel safe, however, is also a great proportion of those who experiment, test the capabilities, reliability and security of the channel. It should not be neglected by a large number of consumers who do not use it, but this number decreases. Online search and purchasing has the advantages and disadvantages that depend on the attractiveness of this channel and its future. The purpose of the paper is to make a critical review of recent changes in consumer protection regulation in the context of online retailing. Numerous disadvantages of Internet retailing are removed by regulation (e.g. cost of partial delivery, geo-blocking etc.) to protect the consumer and increase online sales, however, regulation is increasingly tighter for retailers, as it has obviously been shown to have a positive impact on increasing the number of online customers. In the multitude of documents that the European Commission has been publishing so far and which is constantly developing on the issue of consumer market position, in the context of this paper, those relating to the protection of consumers' position in online purchasing will be outlined in order to give practical guidance for retail management.
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