Causal analysis in marketing: a customer satisfaction problem

Gloria Gheno ()
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Gloria Gheno: Free university of Bozen-Bolzano

No 5808163, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

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 (search for similar items in EconPapers)
JEL-codes: C00 C40 M31 (search for similar items in EconPapers)
Pages: 16 pages
Date: 2017-10
New Economics Papers: this item is included in nep-mkt
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Published in Proceedings of the Proceedings of the 33rd International Academic Conference, Vienna, Oct 2017, pages 89-104

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