The ADEMAR research group, directed by Prof. Teodoro Luque Martínez, continues collaborating with Puleva, after nearly ten years of work. Other companies with a strong presence in the Internet take part in the last project, which is being carried out by José Alberto Castañeda García. The aim of the study is to analyse the client´s visit and buying loyalty to a web site. In the case of Puleva, there has been an evolution in the research facet of its Health Portal, besides its part as an information resource for the costumer. “Client loyalty is important for a company, since this way firms make sure of indirect benefits in terms of brand´s image”, Castañeda García says.
Marketing experts´ main interest centres on market trends. The objective is to apply the results to future implementations in other companies, apart from making Internet useful tool to users. It is very impoortant to know the client´s profile and opinions.
As a work plan, questionnaries are being distributed to clients from the web page of Puleva Salud and Ideal; the results, with the theoretical and methodological basis prepared by Professor Castañeda, will be main part of the scientific work. The survey collects data in two stages about clients´satisfaction, web site quality perception, confidence, previous attitudes and future behaviour intention as well as sociodemographic data.
Survey design
Together with classical rules market research survey design, collaborative company experts have accompanied a “simple and friendly presentation, besides an initiative to promote Internet users´ participation”, in Javier Cruz Miranda´s words, responsible for Technology and Systems of Puleva Salud.
Internet still has an enormous potential despite the first expectations, five years ago, may have not been achieved. Among them, the business facet of this new media has in front the main expansion and development field, according to experts.
Referencia: Prof. José A. Castañeda García.
Dpt. of Marketing and Market Research.
Phone number: 958-242350 / 0936 / 6223.
E-mail: jalberto@ugr.es
