British Journal of Marketing Studies (BJMS)

EA Journals

Retail market

The Effect of Green Marketing on Lebanese Consumer Behavior in Retail Market (Published)

Green marketing is appreciated for being the marketing of products that are presumed to be environmentally safe. This new concept which aims to modify and improve the behavior of consumers is widely discussed these days with a primary purpose of environmental protection. The intention of this study was to investigate the relationship between consumer’s behavior and the associated environmental problems and green marketing challenges. Data analysis produced from a consumer survey in Lebanon testing the socio demographic and the external factors affecting the customer behavior, demonstrated a high level of awareness toward the importance of protecting the environment and its resources, additionally, it showed a great responsibility from the part of the Lebanese consumers who expressed their willingness to behave in a responsible manner through their involvement in ecological actions.

Keywords: Green Marketing, Lebanese consumer behavior, Retail market

The Effect of Relationship Marketing Components through Customer Gratitude on Customer Behavioral Loyalty in Retail Market (Published)

Relationship marketing is seeking to establish relationships with target customers to shopping again from it in the future and encourage others to do so. Crating the great satisfaction in customers and focus on what they are worth to be considered, are  the best approach to keep  (retain ) customers and as a result their loyalty to the company will be stronger. The study population were supermarket customers in Zanjan city and 384 samples were selected according to Cochran formula. Data collection was carried out using a questionnaire and through simple random sampling. In this study, Cronbach’s alpha with the amount of 76/0 was used to assess. And also, descriptive and inferential statistics were used to analyze the data and all statistical analyzes were performed using SPSS software. The results of this study showed that which of the component of relationship marketing through customer gratitude had a significant impact on Customer Behavioral loyalty.


Keywords: Customer Behavioral loyalty, Customer gratitude, Relationship Marketing, Retail market

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