Patrick Van Kenhove

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Undoubtedly, customer relationship management has gained its importance through the statement that acquiring a new customer is several times more costly than retaining and selling additional products to existing customers. Consequently , marketing practitioners are currently often focusing on retaining customers for as long as possible. However, recent(More)
into the role of individual difference variables in consumer decision-making processes. Steven Verniers is a research assistant at Ghent University. His research is in the area of consumer ethics and the role of ethical aspects in the consumer decision-making process. Abstract In recent years, Belgium has often been cited in the international press in(More)
Based on a multidimensional perspective on the meaning of health, this study explores associations between consumers' health-related motive orientations (HRMO) and ready meal consumption behaviour. Cross-sectional data were collected from a sample of 1934 Flemish consumers through an on-line survey. The respondents rated 45 health statements referring to(More)
This article focuses on consumer reactions during and after the Coca-Cola crisis of June 1999 in Belgium. The research tests for associations between the personality trait "emotional stability," attitude toward the brand, and self-reported behavior. Cross-sectional data are collected from a sample of Coca-Cola drinkers between 19 and 22 years old. The data(More)
Undoubtedly, Customer Relationship Management (CRM) has gained its importance through the statement that acquiring a new customer is several times more costly than retaining and selling additional products to existing customers. Consequently, marketing practitioners are currently often focusing on retaining customers for as long as possible. However, recent(More)
In this study, we conducted two experiments to examine the effect of relationship commitment on the reaction of shoppers to receiving too much change, controlled for the amount of excess change. Hypotheses based on equity theory were set up and tested. The first study showed that, when the less committed consumer is confronted with a large excess of change,(More)
The influence of topic involvement on two mail survey response characteristics, response rate and speed of response, was examined in an experimental setting consisting of two phases. Firstly, topic involvement was measured for an on average low involvement, and an on average high involvement topic (fast food and clothing, respectively), for both respondents(More)
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