In the academic field of tourism, a relatively new type of tourism called Dark Sky Tourism is emerging. In this touristic field, there is a lack of studies focused on the individual tourist perspective. Therefore, this paper explores the perceived values of Dark Sky Tourism (DST). This study uses a deductive exploratory approach to understand the characteristics of DST in the context of experience value and perceived value and to connect it with two different value typologies. The data were collected through a netnographic research method by analyzing five different social media platforms. Subsequently, thematic analysis was utilized to analyze the data. The analysis resulted in five correspondent themes that were relevant throughout all of the collected data. These themes are as follows: (1) Aesthetic Significance, (2) Therapeutic Experiences, (3) Exploration and Curiosity, (4) Low-budget Appeal, and finally, (5) Nature and Heritage. The results of this study provide a holistic picture of what DST is all about and what individual Dark Sky Tourists value in DST. Future potential DST destinations can use this study to understand how to build an optimal DST experience.

M. Tech. (Department of Business Administration, Faculty of Management Sciences), Vaal University of Technology. / Sport has become the great unifier globally since governments, countries and organisations are using it as a resource to bring people together. The sport industry is one of the fastest rising business segments and its primary aim/objective is to generate the revenue from sport spectators. In the past decade, the behaviour of sport spectators has received increasing attention in academic literature. A better understanding of how and why sport spectators go to stadiums and travel great distances to support their sport clubs is of great interest to sport marketers. Soccer, in particular, is perhaps one of the greatest sport phenomena in terms of its attraction for hundreds of thousands of occasional spectators of every age and gender, who come together in soccer stadiums around the globe every week to watch games. In South Africa, soccer is the leading sport from both a participation and spectator viewpoint. Understanding sport consumers willingness to attend is arguably one of the most important concerns in sport marketing and consumer-relationship management. As found in sport consumption literature, a “good relationship with sport consumers by sport clubs is an essential factor for a successful sport business” because it is much cheaper to serve satisfied consumers and easier to sustain their support. The purpose of this study was to examine selected motivational variables that influence spectators’ attendance of professional women’s soccer matches to better understand the development of the sports consumption sector. There is an absence of research conducted concerning this direction and subsequently a lack of existing literature, especially among women’s sport. To contribute to filling this void, this study attempts to measure the relationships between these variables. Earlier research has demonstrated that consumers’ willingness to attend is highly determined by their satisfaction. This study is descriptive and correlational in nature and follows a quantitative research approach. The target population comprised spectators of professional women’s soccer in the Gauteng province of South Africa. A snowball sampling technique was used to identify the participants fitting the predetermined sample standards. A total number of 316 questionnaires were received and analysed. Relevant areas, research approaches and data acquiring procedures were described. Additionally, means and factor analysis were performed to determine the level of selected motivational variables, team satisfaction and willingness to attend of spectators and to establish the underlying factors of the constructs respectively. Moreover, a correlation analysis was conducted to establish the strength and direction of the relationship between the study variables. Lastly, a regression analysis was performed to check the predictive relationship between the study’s constructs. The study revealed that motivational variables (vicarious achievement, involvement, social interaction, perceived value) have a significant relationship with spectator satisfaction. In addition, spectator satisfaction was found to be the determinant of spectator willingness to attend professional women’s soccer matches. Based on the results of this study, this research adds to the scant literature on spectators of women’s sport and proposes perspectives on the level of motives and behaviours of spectators, which can be used by women’s sport organisations and government organisations in elevating women’s soccer in South Africa. In this way, sport organisations could develop spectator engagement campaigns and marketing materials in order to engender and enhance women’s spectator participation. Further, sport managers and sport marketers should make every effort to increase the perceived value of services such as fees which are fair, albeit under the global negative economic climate, in order to satisfy the needs of spectators and at the same time reap rewards from the presence of spectators in stadiums and ensure that this presence continues. Based on these findings, limitations as well as future research opportunities and contributions of this study are discussed.

Customer retention also referred to as Customer loyalty has been proven to be an important factor in the success of online retailers. However, recent research has shown that many online retailers are still unenlightened on the elements they need to focus on in order to retain their customers. On the contrary, Amazon which operates in a business ecosystem has been found to have high customer loyalty which means that the company must have been able to modify rightly the appropriate contributors to online customer loyalty compared to the many other online retailers. Studies have been conducted to investigate different variables including customer satisfaction and trust to find out if these variables can be applied to improve online customer loyalty. Still, there has been no research that has investigated how customer satisfaction together with trust in the context of a business ecosystem may influence customer loyalty. Therefore, the purpose of this study was to investigate how online retailers create customer loyalty as a result of online customer satisfaction and trust in the context of the business ecosystem, by applying the case study of Amazon. The most suitable way of conducting this research was to collect quantitative data from Amazon customers who had shopped more than twice within the last two months from the time of participating in the self-completed survey. The questionnaire was distributed in different Facebook groups and was also shared with a number of participants via email. In order to answer the research questions and fulfill the study purpose, the data was analyzed using Statistical Package for Social Sciences, and correlation and regression analyses were conducted. The findings indicated that customer satisfaction and trust in the context of a business ecosystem are the key factors in establishing customer loyalty. In addition, trust in the context of a business ecosystem contributed more to predicting customer loyalty in comparison to customer satisfaction.

Yes / This paper systematically examines (i) how individual personality can influence on cultural acculturation which can impact on the higher level of perceived value in LGBTs, and (ii) how the higher level of perceived value towards social media can result in being more satisfied, (iii) consequently having a better working life at workplace and performance proficiency. The generated framework was validated through a survey from multinational corporations in multi-industries such as higher education (with more than two campuses around the world), global fashion, global retailing, tourism, hospitality, food, and electronics and information technology. Key results, implications for managers and researchers are highlighted.

El presente estudio se desarrolló con el objetivo de determinar la relación entre el valor percibido y lealtad de los clientes en las sedes Chiclayo – Chota – Cutervo, para ello se utilizó el diseño experimental de corte transversal correlacional, con enfoque cuantitativo de nivel básico. Se empleo como técnica de recolección de datos la encuesta y su instrumento el cuestionario con escala de Likert, validado mediante la V de Aiken con un total de 5 expertos en la línea de investigación evidenciando concordancia en los mismos, para estimar la confiabilidad se utilizó el alfa de Cronbach aplicando la prueba piloto con una muestra de 38 clientes. Se considero para el estudio una población infinita con muestreo probabilístico aleatorio estratificado según los criterios de inclusión y exclusión, teniendo una muestra total de 384 clientes, los cuales se fragmentan según la capacidad de atención a los clientes por cada sede. Dada la probabilidad significativa (p=0.000), los resultados de la investigación muestran que el valor percibido se relaciona de manera significativa con la lealtad de los clientes, los puntajes obtenidos por indicadores en la sede Chota son de .429, Chiclayo .330 y Cutervo .434; lo que indica que el servicio está orientado a satisfacer las expectativas del usuario en cuanto a costo/beneficio. / The present study was developed with the objective of determining the relationship between perceived value and customer loyalty at the Chiclayo – Chota – Cutervo headquarters, for this purpose the correlational cross-sectional experimental design was used, with a basic level quantitative approach. The survey and its instrument, the questionnaire with a Likert scale validated using Aiken's V, were used as a data collection technique with a total of 5 experts in the line of research, evidencing agreement in them. To estimate reliability, alpha was used. of Cronbach applying the pilot test with a sample of 38 clients. An infinite population was considered for the study with stratified random probabilistic sampling according to the inclusion and exclusion criteria, having a total sample of 384 clients, which are fragmented according to the customer service capacity of each location. Given the significant probability (p=0.000), the results of the research show that perceived value is significantly related to customer loyalty, the scores obtained by indicators at the Chota headquarters are .429, Chiclayo .330 and Cutervo .434; which indicates that the service is oriented to satisfy the user's expectations in terms of cost/benefit.

Cette thèse explore la perception par les consommateurs de services offerts par des firmes organisées en réseau. De nos jours, les clients sont confrontés de plus en plus à des situations de service complexes bien différentes des situations simples analysées traditionnellement par le marketing et le management des services (un seul service délivré par une entreprise bien identifiée et choisie par le client). Les entreprises de services ont évolué vers des offres de plus en plus complexes et riches (« fleurs de services », « bouquets » ou « constellations ») dans lesquelles le client se voit proposer des offres intégrant plusieurs prestataires, parfois mal identifiables. Le choix du client gagne en simplicité mais perd en liberté et l'on sait peu de choses sur les conséquences que cela peut avoir sur son comportement ultérieur. L'hypothèse centrale est qu'à la suite d'une expérience de ce type de service, le client opère une synthèse en termes de valeur perçue du réseau, et que cela détermine largement son comportement ultérieur. Une enquête par questionnaire menée dans le contexte des alliances aériennes, confirme que cette hypothèse peut être acceptée. Les alliances globales formées par les compagnies aériennes constituent un terrain d'observation privilégié car les services sont offerts aux clients à la fois par des compagnies de transport indépendantes et par une organisation commune assurant la coopération et la coordination nécessaires. Le modèle d'équations structurelles estimé par PLS-SEM identifie en outre les déterminants de la valeur perçue d'une alliance dans le cadre de transports aériens de longue durée et permet de hiérarchiser leurs impacts respectifs. / This research explores the services offered by networked firms and the way in which they are perceived by the customers. Nowadays customers are facing more and more often complex service situations which drastically differ from the simple situations traditionally analysed by service marketing and management studies (a single service delivered by a well identified single firm deliberately chosen by the consumer). Service firms now propose more and more complex and enriched offerings (service "flowers", "bunches" or "constellations") grouping several providers, but among them some are hardly identifiable by the customer. Consumers' decision is made simpler but a part of their liberty of choice has been lost. Little is known about the consequences this can have on their future behaviour.The main hypothesis is that after experiencing a service delivered by networked firms, the consumers synthesize all their perceptions in terms of the perceived value of the network; furthermore, this assessment will largely determine their behavioural intentions. A quantitative survey shows that such a hypothesis can be accepted. This survey was conducted in the field of airline industry, aiming at multi-lateral airline alliances. This context is particularly appropriate to our subject because during such a travel, services are delivered to passengers by independent airline companies as well as by the common organisation in charge of the co-ordination and co-operation. The structural equations model tested using the PLS-SEM method also identifies the determinants of perceived value of an alliance in the specific context of long haul flights and their respective weights and contributions.

La question de l’assortiment des produits dans les magasins est devenue un enjeu stratégique majeur pour pénétrer les nouveaux marchés et fidéliser les clients. La forte progression des marques de distributeur (MDD) face aux marques nationales (MN) et l’internationalisation croissante des enseignes de distribution sont deux bouleversements qui ont particulièrement retenu l’attention des chercheurs et des praticiens ces dernières années.Dans ce contexte, la problématique centrale de cette thèse est de comprendre les facteurs explicatifs du comportement d’achat envers les produits MDD. Dans le cadre d’une posture épistémologique hypothético-déductive, nous adoptons une approche psycho-cognitive tout en prenant en compte les travaux issus de l’achat impulsif. Dans ce sens, une revue des travaux antérieurs combinée à une étude qualitative exploratoire multi-méthodes (étude documentaire, entretiens avec 24 consommateurs et entretiens 8 managers) a été effectuée au Brésil. Nous avons par la suite conçu un modèle conceptuel intégrateur des déterminants du choix de la MDD, formulé des hypothèses de recherche et effectué les tests de validation avec un échantillon de 600 consommateurs brésiliens. Les résultats ont permis de valider une nouvelle échelle de mesure bidimensionnelle de l’image prix perçue des MDD. Ils montrent aussi que les facteurs explicatifs du choix de la MDD sont multiples et de nature diverse (perception de la valeur des MDD, attitude générale envers les MDD, perception de l’image du magasin, image prix perçue des MDD, familiarité avec le magasin, etc.). Ils indiquent également que l’importance des relations structurelles du modèle varie en fonction du caractère international ou local de l’enseigne.La discussion des résultats aboutit à la formulation de recommandations managériales (variables qui affectent le plus le comportement d’achat envers les MDD des enseignes étudiées et la perception de l’image du magasin) et méthodologiques (orthogonalisation pour tester la modération des variables latentes de second ordre). La conclusion synthétise les apports, limites et voies de recherche futures. / The question of product and brand assortment within the stores has become a major strategic challenge to penetrate new markets and retain customers. Two changes that have particularly caught the attention of researchers and practitioners are the strong growth of store brands (SBs) compared to national brands (NB) and the increasing internationalization of retail chains.In this context, the central issue of this thesis is to understand factors explaining purchase behavior toward SB products. In this sense, a review of previous work combined with a qualitative multi-method study (desk research, interviews with 24 consumers and 8 managers) was conducted in Brazil. We then developed an integrated conceptual model of the determinants of SB choice, proposed research hypotheses and performed the validation tests with a sample of 600 Brazilian consumers.The results allow us to validate a new two-dimensional scale of SB perceived price-image. They also show that factors explaining SB choice are numerous and diverse in nature (SB perceived value, general attitude towards SBs, store image perceptions, perceived SB price-image, etc.). They also indicate that the importance of the structural paths in the model depends on the retailer as local or international.The discussion of the results leads to managerial recommendations (variables that most affect purchase behavior toward SBs and store image perceptions) and methodological ones (orthogonalization to test the moderation of second order latent variables). The conclusion summarizes the contributions, limitations and future research avenues.

Les consommateurs veulent, grâce à leur consommation, éliminer tout effet négatif et maximiser l'impact bénéfique à long terme sur la Société. Ce type de consommer est appelé la consommation socialement responsable. Des recherches sur ce concept ont été menées dans les pays occidentaux, mais relativement peu d'études ont porté sur les pays en Asie en général et au Vietnam en particulier. Notre volonté, dans ce travail doctoral, est de construire une échelle de mesure de la consommation socialement responsable dans le contexte du Vietnam et de modéliser la prise de décision du consommateur en matière de consommation socialement responsable dans lequel les orientations cultuelles, les valeurs personnelles, l'efficacité perçue et la valeur perçue influencent directement et indirectement sur le comportement du consommateur. Notre thèse met en évidence une structure de consommation socialement responsable en cinq facettes : orientation sociale, orientation éthique, sensibilité environnementale, consommation locale et souci d'économie avec 3 comportements vietnamiens typiques. La modélisation par les équations structurelles permet de valider partiellement le modèle proposé. En effet, le collectivisme vertical influence indirectement la consommation socialement responsable via les valeurs personnelles orientées vers les autres qui sont elles-mêmes influencent directement la consommation socialement responsable et indirectement celle-ci, via l'efficacité perçue et la valeur perçue. Cependant, le processus de décision du consommateur n'est pas identique entre les deux facettes de consommation socialement responsable étudiées / Consumer wants, through his or her consumption, to eliminate any negative effects and maximize the long-term beneficial impact on the society. This type of consume is known as socially responsible consumption. There exist a large body of literature on this concept in Western countries, but relatively few studies focused on countries in Asia in general and Vietnam in particular. This doctoral has two main aims. The first aim was to build a socially responsible consumption scale in the context of Vietnam. The second one was to propose and validate a consumer decision-making model regarding socially responsible consumption in a perspective of values in which cultural orientations, human values, perceived consumer effectiveness and perceived value directly and indirectly influence on consumer behavior. Our thesis highlights a socially responsible consumption structure in five facets: social orientation, ethical orientation, environmental awareness, local consumption and anxiety of economy with three Vietnamese typical behaviors. Modeling structural equations allows to partially validating the proposed model. Indeed, the vertical collectivism indirectly influences the socially responsible consumption via social-oriented values that are themselves directly influence the socially responsible consumption and indirectly influences the latter, via the perceived consumer effectiveness and perceived value. However, the consumer decision process is not the same between the two socially responsible consumer studied facets

在國內有關於瑜珈的論文裡面,我發現比較多會在於設備與課程的研究,對於會員制的瑜珈中心比較少著墨, 本研究特別針對了會員制的瑜珈中心的服務品質,知覺價值,顧客滿意度與顧客忠誠度的關連性做一個論述,以期可以找到好的服務的建議給瑜珈業者,並對其訂定瑜珈的策略有很好的啟發性. 在瑜珈的消費者行為中到底有多少地方未被滿足?現行的會員制瑜珈中心到底還有多少可以改善的空間?本論文透過了質化與量化的分析,也透過了專家訪談的方式進行了深度的探訪,並採用了SPSS12.0統計分析軟體進行實證分析,並已因素分析與信度分析來萃取出各個構面的主要因素,接著以回歸分析來探討服務品質及知覺價值對顧客滿意度與顧客忠誠度的影響,再來再以迴歸分析的方式,來探討不同性別,年齡,教育程度還有一些基本的使用習慣在各個構面上的差異. 本問卷的發放對像以北部的會員制瑜珈中心的會員為主,總共發出310份,有效問卷309份,經過分析研究結果得到的結論如下: 1. 服務品質對顧客滿意度有顯著關係 2. 服務品質對顧客忠誠度有顯著關係 3. 服務品質對知覺價值有顯著關係 4. 知覺價值對顧客滿意度有顯著關係 5. 知覺價值對顧客忠誠度有顯著關係 6. 顧客滿意度對顧客忠誠度有顯著關係 7. 人口變數對服務品質,知覺價值,顧客滿意度與顧客忠誠度有顯著關係 大綱如下 第一章 緒論 第二章 文獻探討與理論基礎 第三章 研究方法與設計 第四章 統計分析方法 第五章 結論與建議 關鍵字:瑜珈,服務品質,知覺價值,顧客滿意度,顧客忠誠度 / Among all the dissertations regarding the yoga learning centers, I found most of them focusing on the topic of either facilities or course arrangement rather than on that of the membership system. This paper focuses on the relation among the service quality, perceived value, and customer satisfaction of the Yoga centers so that it might help Yoga centers to offer the better service and to set up the inspiratory business strategy. How much unsatisfied is it within consumer behavior? How much should it be improved within the current membership system in Yoga center? This paper makes both qualitative and quantitative analysis by interviewing specialists, by SPSS12.0 software, by the factor analysis and credit analysis. Finally by the regression analysis, this paper discusses the impact of the service quality and awareness value on the customer satisfaction and loyalty; it also discusses the difference on the usage habits among gender, age and educational level. The survey in this paper mainly covers the group located in the northern Taiwan with the quantity of questionnaire 309 valid out of 310. The conclusion is shown below: 1.Significant correlation between service quality and customer satisfaction. 2. Significant correlation between service quality and customer loyalty. 3. Significant correlation between service quality and perceived value. 4. Signification correlation between perceived value and customer satisfaction. 5. Signification correlation between perceived value and customer loyalty. 6. Signification correlation between customer satisfaction and customer loyalty.7. Signification correlation between the demographic variable, service quality, perceived value, customer satisfaction, and the customer loyalty. Chapter 1: Introduction Chapter 2: The reference and theory Chapter 3: Research method and design Chapter 4: Statistic analysis

「生活雜貨」（zakka）風潮由日本興起，並在台灣已風行數年，相關品牌亦如雨後春筍般陸續開展。其中無印良品（MUJI）自2004年進入台灣市場後，至2011年在全台已有21家門市。根據行政院主計處的行業標準分類，生活雜貨產業屬於綜合商品零售業，由於是以內需市場為主的業別，特別容易受到經濟景氣所影響，但是無印良品卻在金融海嘯發生的西元2008年先後於世界各國開設新據點，在台灣其營收更逆勢成長，無印良品總經理王文欣表示原因在於無印良品擅於溝通產品的價值，並藉此建立了許多忠誠的顧客。因此本研究嘗試以量化與質化並行的方式來探討台灣無印良品之消費者所認知到之品牌形象、知覺價值、顧客滿意度與顧客忠誠度以及之間的關係，並依據研究結果提出生活雜貨產業行銷之具體建議。 研究方法部份，本研究於量化研究採線上調查法，蒐集一年內曾於台灣無印良品消費之消費者之資料，有效問卷共522份並進行統計分析與假設驗證。統計結果發現人口統計變項中之婚姻狀況、居住地區、教育程度、職業與通路使用情形在部份構面上達到顯著。另外各研究構面間之關係發現：品牌形象對知覺品質、顧客滿意度、忠誠度有顯著正向關係；知覺價值對顧客滿意度、忠誠度有顯著正向關係；顧客滿意度對顧客忠誠度有顯著正向關係。 質化研究部份採深度訪談法，訪問八位台灣無印良品消費者，以彌補量化研究中未能探究部份，兩相參照後提出五點行銷建議： ㄧ、致力縮短品牌形象與知覺價值間之落差 二、提升消費者對價格的接受度 三、針對強調專業功能性之商品提供合作企業之資訊 四、提高線上通路的使用率 五、把握龐大的單身商機 / “Zakka” phenomenon has spread from Japan and been popular in Taiwan for years, accordingly, many zakka brands have emerged. Since MUJI came in, there have been 21 stores in Taiwan till 2011. In 2008, MUJI set up new stores in several countries in the world while the financial crisis was sweeping the whole world. Taiwan MUJI’s general manager Wang Wenxin said it’s because MUJI is good at conveying its value so that it has built up plenty of loyal customers. Therefore, MUJI is the main case for this research to approach the complex relationship among the brand image, perceived value, customer satisfaction and customer loyalty of zakka brand’s value conveying by using both quantitative and qualitative research methods: online survey and in-depth interview. By online survey, this research took customer who ever purchase products in Taiwan MUJI in one year as sample, 522 valid questionnaires were analyzed. By the part of in-depth interview, there are 8 participants included in this research. After analyzing, this research comes to the following conclusion: A significant positive relationship exists between brand image and customer satisfaction; A significant positive relationship exists between brand image and customer loyalty; A significant positive relationship exists between perceived value and customer satisfaction; A significant positive relationship exists between perceived value and customer loyalty; A significant positive relationship exists between brand image and perceived value; A significant positive relationship exists between customer satisfaction and customer loyalty. The obvious variations of brand image, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables. This research also provides 5 marketing suggestions as following: 1. Shorten the gap between brand image and perceived value to customers. 2. Increase customers’ acceptance of the price. 3. Offer more information about co-operative manufactories. 4. Promote MUJI’s online channel. 5. Grasp single customers.