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Alina Filip

The Bucharest Academy of Economic Studies, Marketing, Faculty Member

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Alina Filip, Ph.D. is a Professor in Marketing at the Marketing Department, Faculty of Marketing, The Bucharest University of Economic Studies, Romania. Her research and teaching interests encompass relationship marketing, customer relationship management, business to business marketing and international marketing. She has participated in research projects and various publications in the field of marketing.

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Books by Alina Filip

Marketing relaţional. O abordare din perspectiva domeniului financiar-bancar

Papers by Alina Filip

Modelling m-Commerce Adoption among Generation Z in the Pandemic Context

Economic Computation and Economic Cybernetics Studies and Research, Mar 23, 2023

The development of online technologies and mobile apps have transformed the ways in which consume... more The development of online technologies and mobile apps have transformed the ways in which consumers buy and/or sell. Recently, the coronavirus pandemic has increased the usage of e-commerce and m-commerce around the world. Therefore, this study aims to investigate what drives mobile shopping apps adoption by generation Z during the pandemic. Drawing on the Technology Acceptance Model (TAM), this quantitative research shows that fear of COVID-19 exerted a positive effect on perceived usefulness of mobile apps. Furthermore, the

Integration of Circular Economy Principles in Consumer Behaviour for Electrical and Electronic Equipment

www.amfiteatrueconomic.ro

The electrical and electronic equipment market (EEE) is a growing one due to technological develo... more The electrical and electronic equipment market (EEE) is a growing one due to technological developments and innovation. The present paper captures the consumer behaviour regarding the purchase, use, and disposal of these types of equipment in the light of the transition to a circular economy. To illustrate consumer perception and attitudes towards EEE products, we conducted quantitative marketing research on a sample of 1005 urban respondents, representative by gender, age, and size of locality of residence. The research results show a rather rational consumer profile in relation to EEE products, but depending on the category of equipment, their involvement in repair, recycling, or reuse actions is different. There is also a relatively low willingness of Romanian consumers to access secondhand EEE products. The article proves its utility by proposing a set of measures to improve the circularity of EEE products, in which both EEE producers and consumers actively participate.

Particularities of Telework Applicable to the Health System in the Context of the COVID-19 Pandemic

International Journal of Environmental Research and Public Health

The paper aims to highlight how physician-patient relationships have evolved amid the COVID-19 pa... more The paper aims to highlight how physician-patient relationships have evolved amid the COVID-19 pandemic by considering telework implementation into the healthcare sector. The article presents the peculiarities of using telework within the medical system given the recent epidemiological context, by pointing out the advantages and disadvantages of its adoption. To achieve this goal, a qualitative marketing research was conducted to identify physicians’ opinions and perceptions on telework. The main objectives were identifying the ways of using telework, the effects that telework has on the quality of the medical services and on patient relationships, as well as the strengths and weaknesses of telework for the medical field. The study revealed that while face-to-face consultations decreased as the outbreak continued, different methods of remote consultations emerged, which was both beneficial in interactions with chronic patients and detrimental, as medical staff became more and more o...

The Expectations and Role of the Volunteer in the Political Factions in Romania

The activity of the political factions appears to be strictly limited to the 30 days of electoral... more The activity of the political factions appears to be strictly limited to the 30 days of electoral campaign to the general public but in reality this conception is far from the truth. Even if the activity of the electoral party is at its top during the campaign days the pre-campaign hustle starts with more than six months prior to the legal campaign and if we correlate this with the average of one campaign each year one can conclude that the political activity is permanent. Even if the main tasks are developed with or coordinated by the members of the party its group of sympathizers and volunteers (maybe pseudo volunteers) do the hardest field work and are responsible for making things happen. The article follows the activity of the volunteer throughout the electoral cycle: from the pre-campaign to the Election Day and beyond and aims at identifying the particularities that make the political environment special for those interested in volunteering. The article is based on an observa...

Corporate image in Romanian retail banking market

The Romanian Economic Journal, 2012

Many banks are facing with identity crisis and increased customer migration rates that negatively... more Many banks are facing with identity crisis and increased customer migration rates that negatively affect the level of business profitability. Gaining customer loyalty becomes a key objective for banking companies that are focused on sustainable marketing and customer oriented business philosophy. In the retail banking practice, there are various evidences that corporate image is a main determinant of customer loyalty. Image highlights a cumulative construct that is updated each time the customer experiences specific services. The present study contributes to marketing literature and banking practice by providing qualitative evidences about the corporate image of banking organizations acting in the Romanian retail sector. Results show that Romanians value judgments are determined by various attributes related to a bank marketing-mix policy, from product quality and services to price levels, staff competence and the effectiveness of delivery and communication methods.

Dimensions of Deviant Workplace Behavior in Small and Medium-Sized Enterprises

The present study aims at identifying some dimensions of deviant workplace behavior, for this pur... more The present study aims at identifying some dimensions of deviant workplace behavior, for this purpose being conducted a survey in small and medium-sized enterprises in Bucharest. In structuring the objectives of this research, the starting point was a typology of deviant workplace behavior drawn from the literature review. Study findings showed that the most probable forms of deviant workplace behaviorcategory would be those of the production deviance. The most frequently mentioned forms of deviant workplace behavior that employees have noticed at their colleagues are: spreading rumors and gossiping and great prolongation of breaks during working hours. Regarding the adoption of some forms of deviant behavior by themselves, most employees said they have not acted in this manner. Starting from the initial model concerning deviant workplace behavior typology, the intensity of manifestation of each form of behavior of employees and managers of small and medium-sized enterprises in Buch...

The impact of innovative commercial technologies on students’ behaviour of an economic university

The AMFITEATRU ECONOMIC journal, 2015

In a dynamic business environment, implementing innovative commercial technologies facilitates th... more In a dynamic business environment, implementing innovative commercial technologies facilitates the winning of new competitive advantages in the retail industry, given the manifested influence on consumer buying behaviour towards commercial units, as well as the significant contribution to the development of modern shops image. This paper presents the attitude of students from the Bucharest University of Economic Studies towards the adoption of innovative retail technologies within hypermarkets in Romania, based on a selective marketing research, conducted on a sample of 359 students from undergraduate and master cycles. The main objectives focused on identifying: the image of certain instruments belonging to the innovative commercial technologies in terms of usefulness in the process of buying; the intention to use innovative commercial technologies; the perception of the main advantages and disadvantages of using innovative commercial technologies in the buying process; the importa...

Relationship Marketing Stage of Development in Romanian Banking Industry

The paper emphasizes the relationship marketing stage of development within the banking industry ... more The paper emphasizes the relationship marketing stage of development within the banking industry in Romania, by identifying the extent to which business objectives and marketing strategies of companies are customer oriented. In order to achieve this aim a qualitative marketing research was conducted, by applying in-depth semi-structured interviews. The target group of the research consisted of nine banking companies, selected according to the market share, while the research participants were employees responsible for marketing, sales and customer relationship management activities. Due to respondents’ expertise, during the interviews could be applied mixed research methods in the process of data collection and subsequently, in data analysis. According to research objectives and results, although there is an increase in the importance of customer orientation within banking policies, the integration of relationship marketing optics at the institutional management level is facing a nu...

Research on Food Behavior in Romania from the Perspective of Supporting Healthy Eating Habits

Sustainability, 2019

Today’s human society provides to food consumers many options that involve difficult decisions. D... more Today’s human society provides to food consumers many options that involve difficult decisions. Disoriented and stressed by contradictory messages of mass media and by the warnings of being as slim as possible, a modern consumer gets confused and shows a tendency towards losing his traditional habits. Still, most experts suggest that the adoption of a healthy food behavior, based on minimally processed natural products, may contribute to the development of a sustainable food system. The study aims to design the food profile of Romanian consumers by presenting the underlying factors of a balanced diet. The conducted marketing study was of quantitative nature, in which, a face-to-face survey was used. The questionnaire was applied to individuals aged over 18 years old, and the tool used for collecting data was the structured questionnaire applied to a sample of 1185 Romanian respondents. In this study, the following methods of analysis were used: factor analysis, cluster analysis, and...

Researching the Gap between Foodstuff’s Attractiveness and Real Nutritional Profile – Prerequisite for Strengthening Nutrition Education and Consumer Rights Protection

The Amfiteatru Economic Journal, 2014

Consumer`s health protection has become a major concern of global public policies, given that ove... more Consumer`s health protection has become a major concern of global public policies, given that overweight and obesity have alarmingly increased, particularly among children and teens. The paper addresses one of the current problems caused by globalization, namely the obvious tendency of young people to choose food products based on organoleptic features and to disregard nutritional quality, with negative consequences on health. An exploratory marketing research was conducted among students for identifying the perceived importance of the sensorial dimension of food products and understanding key dimensions of buying decision process among youth. SAIN–LIM method was used to determine the nutritional profile of foodstuffs with special organoleptic features. Research results clearly show that in industrial foodstuff there is a gap between product attractiveness, which is based on exceptional sensorial properties, perceived by young consumers and real nutritional value of foods, which frequently translates into unbalanced nutritional profiles. To have a balanced diet and a healthy lifestyle, young consumers need to be informed that a tasty and good looking foodstuff is not necessarily healthy. Youth need to be properly educated in order to understand the close relationship between diet, weight and health and to develop a responsible food consumption behavior.

Impact of Economic Crisis on Buying Behaviour and Marketing-Mix Tools

Ovidius University Annals Economic Sciences Series, 2012

International business environment is changing in the context of economic crisis. Consumers react... more International business environment is changing in the context of economic crisis. Consumers react by adapting their buying behaviour from impulse acquisitions to more prudent and rational purchasing decisions. As consumers are buying necessities and have a tendency to migrate to generics or cheaper brands, in recession many companies opt for an assortment selection strategy, withdrawing from the market those products and services that record a visible decline in demand. Price discounts are frequently adopted by companies in order to offset the negative effects of lower demand. Intermediaries with low performances are usually eliminated. Promotional budgets are decreased and mainly allocated to sales promotion techniques.

Value Creation Attributes—Clustering Strategic Options for Romanian SMEs

Sustainability

Value proposition can be an important source of competitive advantage for small and medium sized ... more Value proposition can be an important source of competitive advantage for small and medium sized enterprises (SMEs). Unlike large companies which follow a rational and sequential process, developing a value proposition in an SME is instead a trial and error process. Therefore, those companies are experimenting with various options. The purpose of this paper was to identify the value strategies used by SMEs based on value dimensions and attributes and to find specific groups of SMEs with a similar market approach. We present a theoretical framework on customer value creation and customer value communication, followed by a quantitative research on 399 Romanian SMEs. We used a principal component analysis to reduce the number of choices and afterwards we ran a cluster analysis to identify the distinct groups of SMEs using specific value propositions. We found that there are three major strategic options based on customer experience, affordability and customization, and four distinct cl...

Traditional products – vectors of sustainable development on the regional and national markets

Amfiteatru Economic, 2013

Customer Loyalty and its Determinants in a Banking Services Environment

The Amfiteatru Economic Journal, 2009

The present paper presents the methodology and the main results of a quantitative study applied o... more The present paper presents the methodology and the main results of a quantitative study applied on a sample of 1010 respondents, in the Romanian banking industry. The aim of the study was to research the customer level of loyalty toward Romanian organizations acting in the retail banking sector. According to similar researches in the field, loyalty is a complex construction, which comprises both psychological and behavioural components, fact also proved by the results of the present research. As the survey results show, Romanian customers remain in relationships with banks due to the existence of both favourable attitudes or positive motivations (representing 46,36% of the total retention motivations) and constraint factors or inertia (representing 52,44% of the total retention motivations). At the same time, the results prove that the level of loyalty stated by customers is supported not only by the level of satisfaction, but also by factors like: bank's attitude towards its own customers, the level of customer trust toward the organization or its employees in ensuring the financial interests of clients, and also by the level of customer commitment. Customer switching behaviour is determined in 58% of cases by the high level of dissatisfaction toward the banks' policy of price.

Researching the Gap between Foodstuff’s Attractiveness and Real Nutritional Profile – Prerequisite for Strengthening Nutrition Education and Consumer Rights Protection

by Bogdan Cristian Onete and Alina Filip

The Amfiteatru Economic Journal, 2014

Analyzing the Main Changes in New Consumer Buying Behavior during Economic Crisis

The negative social effects caused by consumerism and especially hiperconsumerism leaded, in the ... more The negative social effects caused by consumerism and especially hiperconsumerism leaded, in the recent years, to the emergence and rapid growth of economic importance of new types of consumer - the new consumer - whose attitudes, aspirations and purchasing patterns are different from those existing in the past. The paper outlines at first, a portrait of the new consumer, highlighting

Understanding the Processes of Customer Acquisition, Customer Retention and Customer Relationship Development

International Journal of Economic Practices and Theories, Apr 1, 2012

Attracting new customers is an objective pursued by any organization, which in the actual competi... more Attracting new customers is an objective pursued by any organization, which in the actual competitive environment is almost inevitably facing with a phenomenon of customer migration. Therefore, lost customers must be replaced and this process involves specific activities of prospects identification, communication channels selection and choice of the adequate supply for targeting potential customers. Processes of customer retention and customer relationship development are a logical continuation of customer acquisition plans. A retention strategy aims to maintain relationships with a highest proportion of the current customer base by decreasing their migration rate. A relationship development strategy involves additional efforts to increase the value or profitability of existing customers. These strategies are differently designed in relation with various customer segments, depending on their current attractiveness and their development potential. Retention strategies may be classified into two main categories, positive and negative, in light of the influence they have on customer repurchase behaviour and attitudes. Development objectives relate primarily to selling additional products and services to customers in the current database and selling higher value or higher profit margin products and services to the same customer segments.

Loyalty Programs. Role, Structure and Potential Benefits

International Journal of Economic Practices and Theories, 2011

A loyalty program consists of an integrated system of marketing activities, aimed at increasing m... more A loyalty program consists of an integrated system of marketing activities, aimed at increasing members' loyalty by rewarding customers according to their purchasing frequency and amount spent. Loyalty schemes, customer clubs and sales promotion techniques are the most common relationship tools used in marketing practice. To join the program and receive a card, consumers must fill in a registration form, providing demographic, behavioural or even psychographic data. Loyalty schemes and customer clubs offer long lasting benefits to participants. Sales promotion techniques can be used both as tools to attract new customers, as well as instruments to stimulate repurchase behaviour. The potential of a loyalty scheme to achieve members depends mainly on rewards value, diversity and timing. Similar, the success of clubs depends on whether customers perceive enough relational benefits according to their personal interests. Although currently, loyalty programs have become very popular, programs effectiveness and implicitly the managerial decision to implement them are determined by different factors, including: homogeneity of supply and products purchase frequency, competition and consumer demand characteristics and the internal environment of the company.

Perspective in conceptualizarea si implementarea managementului relatiilor cu clientii

Conceptul de management al relaţiilor cu clienţii (CRM) a fost intens dezbătut în literatura de m... more Conceptul de management al relaţiilor cu clienţii (CRM) a fost intens dezbătut în literatura de management-marketing, făcând obiectul unor variate definiţii. Dintr-o perspectivă tehnologică, CRM descrie metodologiile şi soluţiile software folosite de organizaţie pentru a utiliza în mod optim informaţiile colectate prin intermediul fiecărui punct de interacţiune cu clienţii, ceea ce permite întreprinderii să stabilească o perspectivă completă şi un profil unic al clienţilor. Definit ca o filosofie de afaceri, managementul relaţiilor cu clienţii este deseori considerat un concept aflat în strânsă legătură cu principiile marketingului relaţional şi drept consecinţă este fundamentat pe o puternică orientare spre clienţi a întregii organizaţii. Potrivit abordării strategice, CRM implică dezvoltarea şi menţinerea de relaţii pe termen lung reciproc avantajoase cu clienţii strategici ai întreprinderii. În situaţii specifice rezultatul poate consta chiar într-o încetare a relaţiilor cu clienţii neprofitabili. Privit ca o capacitate organizaţională, CRM se cocentrează asupra abilităţii şi dispoziţiei unei companii de a se adapta la comportamentul specific de cumpărare al clienţilor. Procesul de iniţiere şi management al relaţiilor cu clienţii este delimitat în cadrul unui model ce prezint ǎ patru categorii de acţ iuni, aflate în interdependenţ ǎ: identificarea clienţilor, diferenţierea clienţilor, interacţiunea cu clienţii şi personalizarea tratamentului acordat clienţilor. 1 Notă: Aceasta lucrare a fost cofinanţata din Fondul Social European, prin Programul Operaţional Sectorial Dezvoltarea Resurselor Umane 2007-2013 Proiect numarul POSDRU/89/1.5/S/59184 "Performanţa şi excelenţa în cercetarea postdoctorala în domeniul ştiinţelor economice din Romania") Revista de Marketing Online -Vol.5 Nr. 2 4

Marketing relaţional. O abordare din perspectiva domeniului financiar-bancar

Modelling m-Commerce Adoption among Generation Z in the Pandemic Context

Economic Computation and Economic Cybernetics Studies and Research, Mar 23, 2023

The development of online technologies and mobile apps have transformed the ways in which consume... more The development of online technologies and mobile apps have transformed the ways in which consumers buy and/or sell. Recently, the coronavirus pandemic has increased the usage of e-commerce and m-commerce around the world. Therefore, this study aims to investigate what drives mobile shopping apps adoption by generation Z during the pandemic. Drawing on the Technology Acceptance Model (TAM), this quantitative research shows that fear of COVID-19 exerted a positive effect on perceived usefulness of mobile apps. Furthermore, the

Integration of Circular Economy Principles in Consumer Behaviour for Electrical and Electronic Equipment

www.amfiteatrueconomic.ro

The electrical and electronic equipment market (EEE) is a growing one due to technological develo... more The electrical and electronic equipment market (EEE) is a growing one due to technological developments and innovation. The present paper captures the consumer behaviour regarding the purchase, use, and disposal of these types of equipment in the light of the transition to a circular economy. To illustrate consumer perception and attitudes towards EEE products, we conducted quantitative marketing research on a sample of 1005 urban respondents, representative by gender, age, and size of locality of residence. The research results show a rather rational consumer profile in relation to EEE products, but depending on the category of equipment, their involvement in repair, recycling, or reuse actions is different. There is also a relatively low willingness of Romanian consumers to access secondhand EEE products. The article proves its utility by proposing a set of measures to improve the circularity of EEE products, in which both EEE producers and consumers actively participate.

Particularities of Telework Applicable to the Health System in the Context of the COVID-19 Pandemic

International Journal of Environmental Research and Public Health

The paper aims to highlight how physician-patient relationships have evolved amid the COVID-19 pa... more The paper aims to highlight how physician-patient relationships have evolved amid the COVID-19 pandemic by considering telework implementation into the healthcare sector. The article presents the peculiarities of using telework within the medical system given the recent epidemiological context, by pointing out the advantages and disadvantages of its adoption. To achieve this goal, a qualitative marketing research was conducted to identify physicians’ opinions and perceptions on telework. The main objectives were identifying the ways of using telework, the effects that telework has on the quality of the medical services and on patient relationships, as well as the strengths and weaknesses of telework for the medical field. The study revealed that while face-to-face consultations decreased as the outbreak continued, different methods of remote consultations emerged, which was both beneficial in interactions with chronic patients and detrimental, as medical staff became more and more o...

The Expectations and Role of the Volunteer in the Political Factions in Romania

The activity of the political factions appears to be strictly limited to the 30 days of electoral... more The activity of the political factions appears to be strictly limited to the 30 days of electoral campaign to the general public but in reality this conception is far from the truth. Even if the activity of the electoral party is at its top during the campaign days the pre-campaign hustle starts with more than six months prior to the legal campaign and if we correlate this with the average of one campaign each year one can conclude that the political activity is permanent. Even if the main tasks are developed with or coordinated by the members of the party its group of sympathizers and volunteers (maybe pseudo volunteers) do the hardest field work and are responsible for making things happen. The article follows the activity of the volunteer throughout the electoral cycle: from the pre-campaign to the Election Day and beyond and aims at identifying the particularities that make the political environment special for those interested in volunteering. The article is based on an observa...

Corporate image in Romanian retail banking market

The Romanian Economic Journal, 2012

Many banks are facing with identity crisis and increased customer migration rates that negatively... more Many banks are facing with identity crisis and increased customer migration rates that negatively affect the level of business profitability. Gaining customer loyalty becomes a key objective for banking companies that are focused on sustainable marketing and customer oriented business philosophy. In the retail banking practice, there are various evidences that corporate image is a main determinant of customer loyalty. Image highlights a cumulative construct that is updated each time the customer experiences specific services. The present study contributes to marketing literature and banking practice by providing qualitative evidences about the corporate image of banking organizations acting in the Romanian retail sector. Results show that Romanians value judgments are determined by various attributes related to a bank marketing-mix policy, from product quality and services to price levels, staff competence and the effectiveness of delivery and communication methods.

Dimensions of Deviant Workplace Behavior in Small and Medium-Sized Enterprises

The present study aims at identifying some dimensions of deviant workplace behavior, for this pur... more The present study aims at identifying some dimensions of deviant workplace behavior, for this purpose being conducted a survey in small and medium-sized enterprises in Bucharest. In structuring the objectives of this research, the starting point was a typology of deviant workplace behavior drawn from the literature review. Study findings showed that the most probable forms of deviant workplace behaviorcategory would be those of the production deviance. The most frequently mentioned forms of deviant workplace behavior that employees have noticed at their colleagues are: spreading rumors and gossiping and great prolongation of breaks during working hours. Regarding the adoption of some forms of deviant behavior by themselves, most employees said they have not acted in this manner. Starting from the initial model concerning deviant workplace behavior typology, the intensity of manifestation of each form of behavior of employees and managers of small and medium-sized enterprises in Buch...

The impact of innovative commercial technologies on students’ behaviour of an economic university

The AMFITEATRU ECONOMIC journal, 2015

In a dynamic business environment, implementing innovative commercial technologies facilitates th... more In a dynamic business environment, implementing innovative commercial technologies facilitates the winning of new competitive advantages in the retail industry, given the manifested influence on consumer buying behaviour towards commercial units, as well as the significant contribution to the development of modern shops image. This paper presents the attitude of students from the Bucharest University of Economic Studies towards the adoption of innovative retail technologies within hypermarkets in Romania, based on a selective marketing research, conducted on a sample of 359 students from undergraduate and master cycles. The main objectives focused on identifying: the image of certain instruments belonging to the innovative commercial technologies in terms of usefulness in the process of buying; the intention to use innovative commercial technologies; the perception of the main advantages and disadvantages of using innovative commercial technologies in the buying process; the importa...

Relationship Marketing Stage of Development in Romanian Banking Industry

The paper emphasizes the relationship marketing stage of development within the banking industry ... more The paper emphasizes the relationship marketing stage of development within the banking industry in Romania, by identifying the extent to which business objectives and marketing strategies of companies are customer oriented. In order to achieve this aim a qualitative marketing research was conducted, by applying in-depth semi-structured interviews. The target group of the research consisted of nine banking companies, selected according to the market share, while the research participants were employees responsible for marketing, sales and customer relationship management activities. Due to respondents’ expertise, during the interviews could be applied mixed research methods in the process of data collection and subsequently, in data analysis. According to research objectives and results, although there is an increase in the importance of customer orientation within banking policies, the integration of relationship marketing optics at the institutional management level is facing a nu...

Research on Food Behavior in Romania from the Perspective of Supporting Healthy Eating Habits

Sustainability, 2019

Today’s human society provides to food consumers many options that involve difficult decisions. D... more Today’s human society provides to food consumers many options that involve difficult decisions. Disoriented and stressed by contradictory messages of mass media and by the warnings of being as slim as possible, a modern consumer gets confused and shows a tendency towards losing his traditional habits. Still, most experts suggest that the adoption of a healthy food behavior, based on minimally processed natural products, may contribute to the development of a sustainable food system. The study aims to design the food profile of Romanian consumers by presenting the underlying factors of a balanced diet. The conducted marketing study was of quantitative nature, in which, a face-to-face survey was used. The questionnaire was applied to individuals aged over 18 years old, and the tool used for collecting data was the structured questionnaire applied to a sample of 1185 Romanian respondents. In this study, the following methods of analysis were used: factor analysis, cluster analysis, and...

Researching the Gap between Foodstuff’s Attractiveness and Real Nutritional Profile – Prerequisite for Strengthening Nutrition Education and Consumer Rights Protection

The Amfiteatru Economic Journal, 2014

Consumer`s health protection has become a major concern of global public policies, given that ove... more Consumer`s health protection has become a major concern of global public policies, given that overweight and obesity have alarmingly increased, particularly among children and teens. The paper addresses one of the current problems caused by globalization, namely the obvious tendency of young people to choose food products based on organoleptic features and to disregard nutritional quality, with negative consequences on health. An exploratory marketing research was conducted among students for identifying the perceived importance of the sensorial dimension of food products and understanding key dimensions of buying decision process among youth. SAIN–LIM method was used to determine the nutritional profile of foodstuffs with special organoleptic features. Research results clearly show that in industrial foodstuff there is a gap between product attractiveness, which is based on exceptional sensorial properties, perceived by young consumers and real nutritional value of foods, which frequently translates into unbalanced nutritional profiles. To have a balanced diet and a healthy lifestyle, young consumers need to be informed that a tasty and good looking foodstuff is not necessarily healthy. Youth need to be properly educated in order to understand the close relationship between diet, weight and health and to develop a responsible food consumption behavior.

Impact of Economic Crisis on Buying Behaviour and Marketing-Mix Tools

Ovidius University Annals Economic Sciences Series, 2012

International business environment is changing in the context of economic crisis. Consumers react... more International business environment is changing in the context of economic crisis. Consumers react by adapting their buying behaviour from impulse acquisitions to more prudent and rational purchasing decisions. As consumers are buying necessities and have a tendency to migrate to generics or cheaper brands, in recession many companies opt for an assortment selection strategy, withdrawing from the market those products and services that record a visible decline in demand. Price discounts are frequently adopted by companies in order to offset the negative effects of lower demand. Intermediaries with low performances are usually eliminated. Promotional budgets are decreased and mainly allocated to sales promotion techniques.

Value Creation Attributes—Clustering Strategic Options for Romanian SMEs

Sustainability

Value proposition can be an important source of competitive advantage for small and medium sized ... more Value proposition can be an important source of competitive advantage for small and medium sized enterprises (SMEs). Unlike large companies which follow a rational and sequential process, developing a value proposition in an SME is instead a trial and error process. Therefore, those companies are experimenting with various options. The purpose of this paper was to identify the value strategies used by SMEs based on value dimensions and attributes and to find specific groups of SMEs with a similar market approach. We present a theoretical framework on customer value creation and customer value communication, followed by a quantitative research on 399 Romanian SMEs. We used a principal component analysis to reduce the number of choices and afterwards we ran a cluster analysis to identify the distinct groups of SMEs using specific value propositions. We found that there are three major strategic options based on customer experience, affordability and customization, and four distinct cl...

Traditional products – vectors of sustainable development on the regional and national markets

Amfiteatru Economic, 2013

Customer Loyalty and its Determinants in a Banking Services Environment

The Amfiteatru Economic Journal, 2009

The present paper presents the methodology and the main results of a quantitative study applied o... more The present paper presents the methodology and the main results of a quantitative study applied on a sample of 1010 respondents, in the Romanian banking industry. The aim of the study was to research the customer level of loyalty toward Romanian organizations acting in the retail banking sector. According to similar researches in the field, loyalty is a complex construction, which comprises both psychological and behavioural components, fact also proved by the results of the present research. As the survey results show, Romanian customers remain in relationships with banks due to the existence of both favourable attitudes or positive motivations (representing 46,36% of the total retention motivations) and constraint factors or inertia (representing 52,44% of the total retention motivations). At the same time, the results prove that the level of loyalty stated by customers is supported not only by the level of satisfaction, but also by factors like: bank's attitude towards its own customers, the level of customer trust toward the organization or its employees in ensuring the financial interests of clients, and also by the level of customer commitment. Customer switching behaviour is determined in 58% of cases by the high level of dissatisfaction toward the banks' policy of price.

Researching the Gap between Foodstuff’s Attractiveness and Real Nutritional Profile – Prerequisite for Strengthening Nutrition Education and Consumer Rights Protection

by Bogdan Cristian Onete and Alina Filip

The Amfiteatru Economic Journal, 2014

Analyzing the Main Changes in New Consumer Buying Behavior during Economic Crisis

The negative social effects caused by consumerism and especially hiperconsumerism leaded, in the ... more The negative social effects caused by consumerism and especially hiperconsumerism leaded, in the recent years, to the emergence and rapid growth of economic importance of new types of consumer - the new consumer - whose attitudes, aspirations and purchasing patterns are different from those existing in the past. The paper outlines at first, a portrait of the new consumer, highlighting

Understanding the Processes of Customer Acquisition, Customer Retention and Customer Relationship Development

International Journal of Economic Practices and Theories, Apr 1, 2012

Attracting new customers is an objective pursued by any organization, which in the actual competi... more Attracting new customers is an objective pursued by any organization, which in the actual competitive environment is almost inevitably facing with a phenomenon of customer migration. Therefore, lost customers must be replaced and this process involves specific activities of prospects identification, communication channels selection and choice of the adequate supply for targeting potential customers. Processes of customer retention and customer relationship development are a logical continuation of customer acquisition plans. A retention strategy aims to maintain relationships with a highest proportion of the current customer base by decreasing their migration rate. A relationship development strategy involves additional efforts to increase the value or profitability of existing customers. These strategies are differently designed in relation with various customer segments, depending on their current attractiveness and their development potential. Retention strategies may be classified into two main categories, positive and negative, in light of the influence they have on customer repurchase behaviour and attitudes. Development objectives relate primarily to selling additional products and services to customers in the current database and selling higher value or higher profit margin products and services to the same customer segments.

Loyalty Programs. Role, Structure and Potential Benefits

International Journal of Economic Practices and Theories, 2011

A loyalty program consists of an integrated system of marketing activities, aimed at increasing m... more A loyalty program consists of an integrated system of marketing activities, aimed at increasing members' loyalty by rewarding customers according to their purchasing frequency and amount spent. Loyalty schemes, customer clubs and sales promotion techniques are the most common relationship tools used in marketing practice. To join the program and receive a card, consumers must fill in a registration form, providing demographic, behavioural or even psychographic data. Loyalty schemes and customer clubs offer long lasting benefits to participants. Sales promotion techniques can be used both as tools to attract new customers, as well as instruments to stimulate repurchase behaviour. The potential of a loyalty scheme to achieve members depends mainly on rewards value, diversity and timing. Similar, the success of clubs depends on whether customers perceive enough relational benefits according to their personal interests. Although currently, loyalty programs have become very popular, programs effectiveness and implicitly the managerial decision to implement them are determined by different factors, including: homogeneity of supply and products purchase frequency, competition and consumer demand characteristics and the internal environment of the company.

Perspective in conceptualizarea si implementarea managementului relatiilor cu clientii

Conceptul de management al relaţiilor cu clienţii (CRM) a fost intens dezbătut în literatura de m... more Conceptul de management al relaţiilor cu clienţii (CRM) a fost intens dezbătut în literatura de management-marketing, făcând obiectul unor variate definiţii. Dintr-o perspectivă tehnologică, CRM descrie metodologiile şi soluţiile software folosite de organizaţie pentru a utiliza în mod optim informaţiile colectate prin intermediul fiecărui punct de interacţiune cu clienţii, ceea ce permite întreprinderii să stabilească o perspectivă completă şi un profil unic al clienţilor. Definit ca o filosofie de afaceri, managementul relaţiilor cu clienţii este deseori considerat un concept aflat în strânsă legătură cu principiile marketingului relaţional şi drept consecinţă este fundamentat pe o puternică orientare spre clienţi a întregii organizaţii. Potrivit abordării strategice, CRM implică dezvoltarea şi menţinerea de relaţii pe termen lung reciproc avantajoase cu clienţii strategici ai întreprinderii. În situaţii specifice rezultatul poate consta chiar într-o încetare a relaţiilor cu clienţii neprofitabili. Privit ca o capacitate organizaţională, CRM se cocentrează asupra abilităţii şi dispoziţiei unei companii de a se adapta la comportamentul specific de cumpărare al clienţilor. Procesul de iniţiere şi management al relaţiilor cu clienţii este delimitat în cadrul unui model ce prezint ǎ patru categorii de acţ iuni, aflate în interdependenţ ǎ: identificarea clienţilor, diferenţierea clienţilor, interacţiunea cu clienţii şi personalizarea tratamentului acordat clienţilor. 1 Notă: Aceasta lucrare a fost cofinanţata din Fondul Social European, prin Programul Operaţional Sectorial Dezvoltarea Resurselor Umane 2007-2013 Proiect numarul POSDRU/89/1.5/S/59184 "Performanţa şi excelenţa în cercetarea postdoctorala în domeniul ştiinţelor economice din Romania") Revista de Marketing Online -Vol.5 Nr. 2 4

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