Tracing global contribution of Jagdish N. Sheth to customer engagement and brand value enhancement

This chapter attempts to provide a better understanding of the impact that sport marketing is having on achieving customer engagement. To accomplish this goal, the case of the Real Madrid F.C., estimated at having over 200 million supporters worldwide, is analyzed. Moreover, the team is among the top three clubs of the world in terms of followers and engagement on social media. As regards brand value, the Real Madrid F.C. is worth more than any team in the world. The combination of the aforementioned factors made the Real Madrid F.C. the appropriate brand to choose for this study, representing a leading organization in sports, business, and marketing. A number of methods were used to collect data for this study; specifically, information about the team was gathered by repeatedly browsing its website, Facebook, Twitter, Instagram accounts, and apps. Data from interviews published in business press and posts were also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans.

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Getting Supporter Engagement in Sports

Advances in Marketing, Customer Relationship Management, and E-Services - Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations ◽

10.4018/978-1-5225-7617-4.ch007 ◽

2019 ◽

pp. 130-146

Author(s):

Veronica Baena

Keyword(s):

Social Media ◽

Focus Group ◽

Sport Marketing ◽

Customer Engagement ◽

Brand Value ◽

The Real ◽

Business Press ◽

The World ◽

The Impact

This chapter attempts to provide a better understanding of the impact that sport marketing is having on achieving customer engagement. To accomplish this goal, the case of the Real Madrid F.C., estimated at having over 200 million supporters worldwide, is analyzed. Moreover, the team is among the top three clubs of the world in terms of followers and engagement on social media. As regards brand value, the Real Madrid F.C. is worth more than any team in the world. The combination of the aforementioned factors made the Real Madrid F.C. the appropriate brand to choose for this study, representing a leading organization in sports, business, and marketing. A number of methods were used to collect data for this study; specifically, information about the team was gathered by repeatedly browsing its website, Facebook, Twitter, Instagram accounts, and apps. Data from interviews published in business press and posts were also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans.

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Social value created by co-creation - new aspects of consumer participation

Impact ◽

10.21820/23987073.2021.2.82 ◽

2021 ◽

Vol 2021 (2) ◽

pp. 82-84

Author(s):

Kei Aoki

Keyword(s):

Associate Professor ◽

Customer Relationships ◽

Social Value ◽

Consumer Participation ◽

Customer Engagement ◽

Brand Value ◽

The Internet ◽

Specific Focus ◽

Sustainable Relationships

The advent of the internet has increased the means by which consumers can make positive contributions to enhance brand value. There are many significant benefits associated with building sustainable relationships with customers, especially if it becomes possible to forge connections with individuals to build acommunity or ecosystem through which customers interact with each other. Associate Professor Kei Aoki, based within the Hirao School of Management at Konan University in Japan, is carrying out research to understand customer engagement with brands, with a specific focus on customer-to-customer relationships and how they have an effect on participants' wellbeing.

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KONFIRMASI LIMA FAKTOR YANG MEMPENGARUHI KEPUASAN PESERTA PEKERJA BUKAN PENERIMA UPAH (PBPU) BPJS KESEHATAN

Jurnal Ilmiah Kesehatan ◽

10.33221/jikes.v18i2.215 ◽

2019 ◽

Vol 18 (2) ◽

pp. 64-74

Author(s):

Maya Fitri Nuraeni

Keyword(s):

Customer Value ◽

Customer Engagement ◽

Cross Sectional ◽

Customer Relation Management

Kepuasan pelanggan merupakan suatu pemenuhan harapan pelanggan yang dirasakan sesuai dengan ekspektasi yang diharapkan. Tujuan penelitian Mengetahui pengaruh langsung dan tidak langsung serta besaranya antara faktor Customer Relation Management (CRM), Customer Engagement, Kualitas Layanan, Trust dan Costumer value Terhadap Kepuasan Peserta PBPU BPJS Kesehatan KC Depok Tahun 2018. Desain penelitian cross sectional. Populasi penelitian keseluruhan peserta di BPJS Kesehatan KC Depok. jumlah sampel dalam penelitian ini adalah smpel 130 peserta PBPU yang berkunjung ke KC Depok. Metode analisis menggunakan SmartPLS 2.0 dan SPSS 16. Hasil penelitian menunjukkan variabel CRM 24,58%, Customer Engagement 19,50 %. Kualitas Layanan 11,93%, Trust 14,36%,Costumer value 6,13%. pengaruh langsung CRM terhadap Customer Engagement 49,96%, CRM terhadap kualitas layanan 66,42%, CRM terhadap Trust 4,38%, CRM terhadap customer value 30,80%, Customer Engagement terhadap kualitas layanan 4,58% Customer Engagement terhadap Trust 15,21%, Customer Engagement terhadap customer value 16,77 Kualitas Layanan terhadap Trust 30,66%, Kualitas Layanan terhadap customer value 11,01%, Trust terhadap customer value 14,54%. Dengan demikian dapat ditarik kesimpulan bahwa paling mempengaruhi Kepuasan Peserta PBPU BPJS Kesehatan KC Depok, dikarenakan CRM merupakan keseluruhan proses membangun dan memelihara hubungan peserta khususnya PBPU dengan BPJS kesehatan yang akan meminimalisir penurunan kualiatas pelayanan sehingga dapat meningkatkan pelayanan yang lebih baik. BPJS Kesehatan KC Depok diharapkan dapat memberikan pelayanan terbaik bagi npeserta sesuai dengan nilai dasar untuk tercapainya kepuasan pelanggan.

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Benefit Clubs as a Tool for Loyalty Marketing. Study of Brazil’s Main Insurance Companies

Journal of Business and Economics ◽

10.15341/jbe(2155-7950)/03.10.2019/004 ◽

2019 ◽

Vol 10 (3) ◽

pp. 216-226

Author(s):

Guaracy Carlos Da Silveira ◽

◽

Fernando Augusto Carvalho Dineli Da Costa ◽

Keyword(s):

Content Analysis ◽

Best Practices ◽

Relationship Marketing ◽

Insurance Companies ◽

Brand Value ◽

Analysis Methodology ◽

Loyalty Marketing

: This paper considers Relationship Marketing as a business strategic tool and seeks to verify the existence of Benefit Clubs and their structure offered by the major insurance companies in Brazil, analyzing the presence and formatting of the programs. Through the content analysis methodology, we seek to infer its uses for the strengthening of the positioning of these companies. At the end of the paper we compare the best practices identified. The result of the analysis considers the differential obtained by the employment of programs that seek to create brand value and loyalty.

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