scholarly journals MARKETING TECHNOLOGIES OF CONSUMERS SEGMENTATION OF RESORT AND RECREATIONAL SERVICE

2021 ◽  
Vol 138 (4) ◽  
pp. 91-100
Author(s):  
VEDMID N. ◽  
BOIKO M. ◽  
ROMANCHUK L.
Keyword(s):  
Customer Satisfaction ◽  
Dynamic Information ◽  
Recreational Services ◽  
Marketing Activities ◽  
Score Method ◽  
Behavioral Method ◽  
Immersive Environment ◽  
Targeted Marketing ◽  
Definition Of ◽  
Marketing Principles

Background. Using marketing technologies to segment consumers is a key resource for actively and quickly responding to consumer needs. Segmentation allows to identify differences in the response of consumers to services, implement the targeted marketing principles, develop a range of services in accordance with the consumers needs. The aim of the paper is to studydevelopment of methodological foundations of mar­keting technologies for consumers segmentation, taking into account the key features of resort and recreational services, which ensure scientific approaches development to consu­mer segments assessment and allows proactively adjusting the offer of resort and recrea­tion­nal services, especially during periods of seasonal fluctuations. Materials and methods. The theoretical and methodological basis of the article are the results of theoretical and applied research of Ukrainian and foreign scientists on consumer segmentation. The behavioral method was used to analyze consumer behavior and needs. Special methods for ratings, sample observations, comparative analysis, grou­ping based on the use of general and special Google Analytic software, CoSchedule were used. Results. The problem of effective segmentation of consumers of resort and recrea­tional services is very important in a situation of aggravated competition for the consumer, since the definition of target segments is the basis for the formation of effective and targeted marketing activities. The expediency of using the VALS model has been proven. The VALS model is proposed to be improved by adding a stage that allows to determine the level of customer satisfaction with resort services based on the CSAT Composite Customer Satisfaction Score method. This method allows to determine the compliance of the received services with the expectations of consumers and to identify the level of service processes. The driver of the effective impact of marketing communications on consumer segments is digitalization. This is manifested in the creation of an immersive environment for a resort and recreation enterprise. This is due to the fact that immersive environment simulators offer a personalized and efficient mechanism for introducing consumers to the spa and recreational service through visualization. Conclusion. The use of marketing technologies for consumers segmentation of resort and recreational services is influenced by the digitalization of marketing activities and leads to new methods of collecting and analyzing data for segmentation. These methods allow to accumulate quickly information about consumers in the digital space for segmentation and proactive interaction with target audiences, as well as reduce time it takes for a new service to enter the market. In the context of digitalization, further research to conduct marketing technologies for segmentation of consumers of resort and recreational services should deve­lop the priority of using digital sources of dynamic information about consumer character­ristics in a virtual environment; determine the features of the combination of static (offline consumer features) and dynamic (online consumer features) segmentation features. Keywords: segmentation, marketing technologies, digitalization, immersive envi­ron­ment, consumer, resort and recreational service

scholarly journals PENGARUH RELATIONSHIP MARKETING STRATEGY DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN BENGKEL MOBIL TOYOTA

2008 ◽  
Vol 1 (2) ◽  
pp. 01
Author(s):  
Marietje Carolien Nanulaitta
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Relationship ◽  
Customer Relationship Marketing ◽  
Marketing Activities ◽  
Strongly Agree ◽  
Marketing Principles ◽  
The Impact

<p>The background of this research was customer relationship marketing and service quality of Firms have accepted that customer retention is even more profitable than customer attraction and we can observe the interest of firms in adopting relationship marketing principles and designing strategies to develop close and long-lasting relationships with the most profitable customers. The objective of the analysis of marketing activities and programs implemented in order to establish, develop, and maintain relationships with customers and the impact these activities have on the firm performance. The design of this research applies to Toyota Car Repair and the questionnaires were spreaded away to 110 respondents. The Likert-scale for the 5 point measurement which means strongly agree and 1 point is for strongly disagree. Data analysis used in this research was multiple regression. The result of this research concludes that relationship marketing strategy and service quality in car repair significantly affect to customer satisfaction.</p><p><strong>Keywords: Relationship marketing strategy, Service quality, Customer satisfaction</strong></p>

scholarly journals THE INFLUENCE OF MARKETING STRATEGY RELATIONSHIP AND SERVICE QUALITY TO CUSTOMER SATISFACTION IN TOYOTA AUTO SERVICE STATION

2016 ◽  
Vol 9 (2) ◽  
pp. 177
Author(s):  
Marietje Carolien Nanulaitta
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Relationship ◽  
Customer Relationship Marketing ◽  
Marketing Activities ◽  
Marketing Principles ◽  
The Impact

The background of this research was Customer Relationship marketing and service quality of Firms have accepted that customer retention is even more profitable than customer attraction and we can observe the interest of firms in adopting relationship marketing principles and designing strategies to develop close and long-lasting relationships with the most profitable customers. The objective of The analysis of marketing activities and programs implemented in order to establish, develop, and maintain relationships with customers and the impact these activities have on the firm performance. The design of this research applies to Toyota Car Repair and the questionnaires were spreaded away to 110 respondents. Data analysis used in this research was Multiple Regression with SPSS program. The result of this research conclude that Relationship Marketing Strategy and Service Quality in Car Repair significantly affect to Customer Satisfaction

Marketing For Sustainability: A Conceptual Framework

2018 ◽  
Vol 8 (1) ◽  
Author(s):  
Dr.Pankaj Jain
Keyword(s):  
Social Marketing ◽  
Business Processes ◽  
Green Marketing ◽  
Marketing Social ◽  
Marketing Systems ◽  
Sustainable Marketing ◽  
Marketing Activities ◽  
The Mind ◽  
Marketing Principles

This paper is an attempt to put forward a roadmap to attain sustainable marketing through social marketing, green marketing and critical marketing. Social Marketing is an approach to decide the marketing strategies and activities keeping society’s long term welfare in the mind. Social and ethical concerns are at the centre of social marketing. Green Marketing is an approach to develop and market environmentally safer products and services in and introducing sustainability efforts in various marketing and business processes. At last, Critical Marketing is an approach that calls for analyzing marketing principles, techniques and theory using a critical theory based approach. This approach helps in regulating and controlling marketing activities with a focus on sustainability as it challenges and questions the existing capitalist and marketing systems so as to achieve a more sustainable marketing system.

scholarly journals Tourism Destination Marketing: Academic Knowledge

Encyclopedia ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 42-56
Author(s):  
Marios Sotiriadis
Keyword(s):  
Tourism Industry ◽  
Destination Marketing ◽  
Tourism Destination ◽  
Academic Knowledge ◽  
Marketing Activities ◽  
Function Domain ◽  
Negative Impacts ◽  
Marketing Principles ◽  
Destination Management Organizations ◽  
Goals And Objectives

A holistic, multi-organization view of marketing or destination management organizations (DMOs) who must muster the best efforts of many partner organizations and individuals (stakeholders) to have the greatest success. Destination marketing is described as “a continuous, sequential process through which a DMO plans, researches, implements, controls and evaluates programs aimed at satisfying tourists’ needs and wants as well as the destination’s and DMO’s visions, goals and objectives”. The effectiveness of marketing activities depends on the efforts and plans of tourism suppliers and other entities. This definition posits that marketing is a managerial function/domain that should be performed in a systematic manner adopting and implementing the appropriate approaches, as well as suitable tools and methods. In doing so, it is believed that a tourism destination (through the organizational structure of a DMO) can attain the expected outputs beneficial to all stakeholders, i.e., the tourism industry, hosting communities/populations, and tourists/visitors. The effective implementation of tourism destination marketing principles and methods constitutes an efficient and smart pillar, a cornerstone to attain a balance/equilibrium between the perceptions and interests, sometimes conflicting, of stakeholders by minimizing the negative impacts and maximizing the benefits resulting from tourism. All the same, it is worth noting that marketing is not a panacea, nor a kind of magic stick.

scholarly journals THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND INTERNAL SERVICE QUALITY FROM AN INTERNAL MARKETING PERSPECTIVE AND AN APPLICATION IN THE BANKING SECTOR

2016 ◽  
Vol 4 (2) ◽  
pp. 159-178
Author(s):  
Özlen Onurlu ◽  
Suna Karataş
Keyword(s):  
Customer Satisfaction ◽  
Competitive Advantage ◽  
Employee Satisfaction ◽  
Banking Sector ◽  
Internal Marketing ◽  
Competitive Environment ◽  
Long Run ◽  
Marketing Activities ◽  
The Relationship

In a highly competitive environment, the meeting of customer demands and expectations in an effective way is highly crucial for companies that want to have a competitive advantage and to keep on existing in the long run. The main objective of companies is making profit in a sustainable way and this is possible by assuring customer satisfaction. The quality of the services that companies offer their customers is closely related with the performance of the employees. This has made it necessary that marketing activities for employee satisfaction be developed prior to customer satisfaction. Feeling more motivated, workers start working more eagerly as a result of these marketing activities which are called internal marketing. So, companies make their profitability sustainable by means of keeping their customers satisfied and loyal. The aim of this paper is to investigate the relationship between internal marketing activities applied to employees and employee motivations.

scholarly journals Verifying dynamic Kano’s model to support new product/service development

2018 ◽  
Vol 11 (3) ◽  
pp. 569 ◽  
Author(s):  
Yuri Borgianni
Keyword(s):  
Customer Satisfaction ◽  
Product Development ◽  
Service Development ◽  
Customer Preferences ◽  
Empirically Supported ◽  
Market Launch ◽  
Product Service ◽  
Kano’S Model ◽  
Definition Of ◽  
Quantitative Indicators

Purpose: Although firms try to shorten time-to-market, the duration of product development projects might anyway jeopardize the assumptions made at the beginning of the design process. This includes the definition of product attributes for ensuring customer satisfaction, thus forecasting techniques could be worthwhile. Within Kano’s method, trajectories of quality attributes have been identified and they can be potentially useful to the scope, but they have not been carefully verified.Design/methodology/approach: The paper takes on the above verification challenge by exploring studies of customer satisfaction conducted by means of Kano’s model regarding manifold industrial fields. The paper focuses on changes in the relevance of customer requirements reported in different contributions and analyses data statistically.Findings: The dynamic trajectories outlined in Kano’s model are partially confirmed and they are valuable in the mid-term to predict changes in customer preferences. The use of quantitative indicators portraying the extent of customer satisfaction and dissatisfaction leads to more reliable predictions.Research limitations/implications: In order to use as many data as possible, information has been used from different industrial fields, which can exhibit different paces in changes of customer preferences.Practical implications: The results benefit firms willing to have a clearer picture of customer main drivers for customer satisfaction at the time of market launch, although customer surveys are conducted at the beginning of product development projects.Originality/value: The paper puts into question previous assumptions about modifications of customer preferences, which, however are just empirically supported and assesses how these can be exploited in a reliable way.

Redefining social marketing: beyond behavioural change

2015 ◽  
Vol 5 (2) ◽  
pp. 160-168 ◽  
Author(s):  
Stephen G. Saunders ◽  
Dani J. Barrington ◽  
Srinivas Sridharan
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Transformation ◽  
Behavioural Change ◽  
Economic Market ◽  
Content Type ◽  
Efficiency And Effectiveness ◽  
Definition Of ◽  
Marketing Principles ◽  
Practical Implications

Purpose – This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change. Design/methodology/approach – The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macromarketing, transformative consumer research and the capability approach. Findings – Guided by the three theoretical streams, we introduce our definition, namely: social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation. Practical implications – We present a list of practical implications derived from our definition of social marketing. We stress that our social marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing practices. By our definition of social marketing, the marketer becomes a facilitator and participant rather than a behaviour change agent. Originality/value – The paper introduces into social marketing three streams of thought that represent the most contemporary aspects of economic, market and consumer philosophy. We believe our definition can better guide social marketing in its quest to transform societies to be capable, free, equitable, fair and sustainable.

scholarly journals EFFECT OF BRAND EQUITY AND MARKETING MIX ON CUSTOMER SATISFACTION AND IMPACT ON CUSTOMER LOYALTY

2019 ◽  
Vol 2 (3) ◽  
pp. 206
Author(s):  
Nani Sriyani
Keyword(s):  
Customer Satisfaction ◽  
Path Analysis ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Service Marketing ◽  
Marketing Mix ◽  
Brand Strategy ◽  
Marketing Activities ◽  
Number Of Customers

This research is about the activities carried out by PT Bank ICB Bumiputera, Tbk in the use of brand strategy and service marketing mix by looking at its effect on customer loyalty through customer satisfaction.Data processing was done by using path analysis, this research is quantitative with the number of respondents as many as 100 respondents. The results of the first study showed that there is a significant influence between brand equity and marketing mix on customer satisfaction.      The results of the second study show that there is a significant influence of brand quantity, service marketing mix and customer satisfaction on customer loyalty. This research is important information for PT Bank ICB Bumiputera by considering the variables mentioned above so that it can carry out marketing activities that will increase market share and the number of customers

scholarly journals Pengaruh Experiential Marketing terhadap Niat Mengunjungi Kembali di Rumah Makan dengan Kepuasan Konsumen sebagai Variabel Mediasi

2021 ◽  
Vol 9 (3) ◽  
pp. 966-978
Author(s):  
Nourissa Dinda Syachadi ◽  
Widyastuti Widyastuti
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Path Analysis ◽  
Lifestyle Changes ◽  
Restaurant Industry ◽  
Online Questionnaire ◽  
Experiential Marketing ◽  
Revisit Intention ◽  
Marketing Activities ◽  
Sense Of Satisfaction

This research aims to determine the effect of experiential marketing on the revisit intention at Si Bolang restaurant and customer satisfaction as mediation variables. The population is the customer of Si Bolang restaurant, with a total of respondents 200. The study method is quantitative and data collection using Google Forms online questionnaire. Data analysis used is Path analysis with SPSS version 25 program, and the variables used included experiential marketing, customer satisfaction, and revisit intention. Data analysis conducted are validity, reliability, path analysis, and Sobel. This research shows a significant effect of experiential marketing on revisit intention; subsequently, customer satisfaction has a significant effect on the revisit intention. Next, experiential marketing has a significant effect on revisit intention, and this study concludes that it is proven that customer satisfaction has a role as a mediation variable between experiential marketing and revisit intention. This research is based on current conditions making eating necessary to meet hunger and turning into culinary tourism with lifestyle changes, making the restaurant industry marketing activities focus on atmosphere, design, hospitality, and other intangible factors. It is necessary to pay attention to strategies in providing experiences to consumers, such as improving the taste of food, developing menus, increasing food presentation, increasing restaurant concepts and improving service in order to increase comfort in dining such as eating at home, so that grow a sense of satisfaction and provide encouragement to consumers' intentions to make repeat visits.

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