Quality-Of-Life (QOL) Marketing: Proposed Antecedents And Consequences  

Oleh:

Lee, Dong-Jin ; Sirgy, M. Joseph

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 24 no. 1 (Apr. 2004), page 44-58.
Topik: quality-of-life marketing; quality-of-life research; social responsibility in marketing; corporate social performance; business ethics; marketing ethics
Fulltext: 44.pdf (162.61KB)

Isi artikel

This article builds on a program of research in quality-of-life (QOL) marketing by reviewing the research literature dealing with this construct and proposing a set of antecedents and consequences of that construct. QOL marketing is defined as marketing practice designed to enhance the well-being of customers while preserving the well-being of the firm’s other stakeholders. The authors refer to the dimension pertaining to the enhancement of customer well-being as the beneficence component of QOL marketing, while the preservation of the well-being of the firm’s other stakeholders is referred to as the nonmaleficence component. The authors propose that the consequences of marketing beneficence and nonmaleficence are high levels of customer well-being, customer trust and commitment, and positive corporate image and company goodwill. They also propose that the beneficent and nonmaleficent components of QOL marketing are influenced by a set of environmental factors, organizational factors, and individual factors.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali