EVENT MARKETING AS AN EFFECTIVE TOOL FOR BUILDING LONG-TERM CUSTOMER RELATIONSHIPS

2019 ◽  
Vol 9 (10) ◽  
pp. 1584-1591
Author(s):  
Natalya Sharafutdinova ◽  
◽  
Elena Novikova ◽  
Keyword(s):  
Customer Relationships ◽  
Event Marketing

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

Past, Future and Presents

2015 ◽  
Vol 5 (2) ◽  
pp. 19-33
Author(s):  
Ruth Gannon Cook ◽  
Kathryn Ley
Keyword(s):  
Student Retention ◽  
Online Courses ◽  
Life Experiences ◽  
Customer Relationships ◽  
Instructional Designers ◽  
Education Student ◽  
Educational Marketing ◽  
Design Development ◽  
Instructor Interaction

This study approaches educational marketing from the perspective of the customers, the students. Instructors and instructional designers have designed online learning using a process that revolves around delivery. The process addresses meeting the needs of administrators and aligns well with the growing demands of the educational marketplace. But the growing failure of students to successfully complete online courses warrants further exploration than simply adding more interactivities or instructor interaction. The authors pose that advertising and marketing have addressed complex consumer relationships for almost a century and have created long term successful customer relationships which could provide insights to help with higher education student retention issues. A look at design development research and marketing semiotics could provide greater understanding and student involvement to help marketing semiotics provide a deeper understanding of the importance of inclusion of students' life experiences and cultural histories.

scholarly journals Atmospherics and the establishment of long-term customer relationships in a retail environment

2000 ◽  
Vol 3 (2) ◽  
pp. 334-343
Author(s):  
I. Olivier ◽  
M. Fletcher
Keyword(s):  
Environmental Psychology ◽  
Emotional Responses ◽  
Theoretical Models ◽  
Emotional Reactions ◽  
Customer Relationships ◽  
Shopping Experience ◽  
Research Findings ◽  
Physical Environmental Factors

With the current focus on establishing long-tenn customer relationships, the enhancement of the entire shopping experience and the role of atmosphere and the emotional reactions it elicits, are becoming increasingly important. Determining the factors that contribute to the creation of pleasant or unpleasant shopping experiences can influence future strategic planning. The focus of this study falls on the way that the physical environmental factors of a store, more specifically the environmental odour, affect consumers' emotional responses. This is discussed on the basis of environmental psychology, using certain research findings as well as theoretical models to shed more light on this topic.

scholarly journals Public Policy Issues in Direct and Digital Marketing – Concerns and Initiatives

2019 ◽  
Vol 6 (4) ◽  
pp. 54-71 ◽  
Author(s):  
Pratap Chandra Mandal
Keyword(s):  
Public Policy ◽  
Marketing Channels ◽  
Customer Relationships ◽  
Digital Marketing ◽  
Policy Issues ◽  
Consumer Privacy ◽  
Regulatory Bodies ◽  
Require Information

Companies require information about customers to understand them, know their preferences, and develop relationships with them. Companies employ a number of direct and digital marketing channels to collect information and intelligence about customers. Marketers adopt a number of unfair practices for collecting information through direct and digital marketing and this raises concerns about consumer privacy. The article discusses the various aspects of consumer privacy and the need for protecting consumer privacy. The article further focuses on the various regulations enforced by regulatory bodies and governments of countries to protect customers. Various initiatives taken by companies to protect customers are discussed. Direct and digital marketing channels allow companies to collect information and intelligence about customers and to influence them. However, companies should be sensitive to customer concerns. This will help companies in building long-term customer relationships.

Examining the role of commercial long-term care insurance in long-term care services

2019 ◽  
Vol 37 (2) ◽  
pp. 565-578 ◽  
Author(s):  
Tsu-Wei Yu ◽  
Lu-Ming Tseng
Keyword(s):  
Service Quality ◽  
Relationship Satisfaction ◽  
Long Term Care ◽  
Customer Relationships ◽  
Term Care ◽  
Policy Makers ◽  
Content Type ◽  
Long Term Care Insurance

PurposeThe purpose of this paper is to explore the role of commercial long-term care insurance (LTCI) in long-term care (LTC) services, and to elucidate the mediating roles of service quality and relationship satisfaction in the relationship between customization and loyalty. In addition, this study offers important recommendations for policy makers in formulating policy aimed at supporting the industry and regulating its customer relationships in life insurers in Taiwan.Design/methodology/approachStudy participants were policyholders of life insurance in Taiwan with experience in purchasing commercial LTCI. They were investigated through in-depth interviews and surveys. The hypotheses were tested using the structural equation modeling (SEM) analysis of variance.FindingsThe findings of this study are important for policy makers in formulating policy aimed at supporting the industry and regulating its customer relationships.Originality/valueThis study represents the first attempt to investigate the role of LTCI in LTC services in Taiwan. Likewise, this study improves our understanding of the main issues relating to the effect of customization on policyholder loyalty, and the partially mediating role of service quality and relationship satisfaction in the insurance marketing context.

Transforming Employee Engagement Into Long-Term Customer Relationships: Evidence from Information Technology Salespeople in Taiwan

2012 ◽  
Vol 40 (9) ◽  
pp. 1549-1553 ◽  
Author(s):  
Benjamin J. C. Yuan ◽  
Michael B. H. Lin ◽  
Jia-Horng Shieh ◽  
Kuang-Pin Li
Keyword(s):  
Transformational Leadership ◽  
Employee Engagement ◽  
Work Engagement ◽  
Customer Relationships ◽  
Service Performance ◽  
Relationship Development ◽  
Customer Relationship ◽  
Performance Development ◽  
Over Time

In this study, we found that when information salespeople in Taiwan perceived more transformational leadership, they were more likely to show increases in work engagement development over time. Furthermore, increases in work engagement development influenced increases in service performance development, which therefore positively predicts increases in customer relationship development over time.

Information Technology in the E-Commerce Marketing Strategy of OAWAY Website

2013 ◽  
Vol 859 ◽  
pp. 551-555
Author(s):  
Wen Rong Jiang ◽  
Shi Wei Lin
Keyword(s):  
Information Technology ◽  
Marketing Strategy ◽  
Corporate Culture ◽  
Network Marketing ◽  
Marketing Technology ◽  
Event Marketing ◽  
Search Results ◽  
Promotion Process ◽  
Marketing Methods

In this paper, it is analyzing the e-commerce marketing strategy with information technology in the promotion process of SME (small and medium-sized enterprises) . Some marketing methods is indicated. There are through search engine optimization, microblogging marketing, BBS marketing, event marketing technology , etc. Using these methods, the e-commerce website can be faster and better indexed by search engines with information technology. Then, improve the e-commerce website's ranking in search results. Thus, enhance the e-commerce website's sales, corporate online image and corporate culture. This kind of marketing strategy is more suitable for long-term optimization and promotion of SME e-commerce website. The corporate e-commerce network marketing will bring better results.

Drivers of contract renewal in international B2B services: a firm-level analysis

2017 ◽  
Vol 35 (3) ◽  
pp. 358-376 ◽  
Author(s):  
Paul Jeremy Williams ◽  
M. Sajid Khan ◽  
Rania Semaan ◽  
Earl R. Naumann ◽  
Nicholas Jeremy Ashill
Keyword(s):  
Product Quality ◽  
Customer Value ◽  
Customer Relationships ◽  
Firm Level ◽  
Industrial Firms ◽  
Content Type ◽  
Contract Renewal ◽  
The Usa ◽  
National Boundaries

Purpose A key issue for B2B industrial firms is to better understand the drivers of customer value and contract renewal decisions, due to the long-term supplier-customer relationships. When the B2B firm is operating across national boundaries, there is added complexity to the renewal decision, because the drivers are also influenced by cultural considerations. The purpose of this paper is to examine the main drivers of customer value creation and contract renewal intentions, for a large B2B firm operating in both the USA and Japan and compare the two data sets. Design/methodology/approach The company, which provided the data for the study, is a US Fortune 100 firm in the facilities management industry, operating worldwide. Data were collected using a survey questionnaire from a sample of the firm’s customers in two of its largest markets, the USA and Japan. The authors used PLS to analyze the data, and compare and contrast the drivers. Findings The findings highlight both similarities and differences across the two countries for the most influential drivers of customer value and contract renewal. Although no differences were found when examining the effect of relational drivers on contract renewal, differences were observed for utilitarian drivers: product quality and price. Practical implications The authors expected the relational drivers of contract renewal to be stronger in the high-context culture of Japan, but found that there were no differences with the US market. While relational drivers are important in the decision-making process in both countries, it seems that managers should focus more on price considerations in Japan. In contrast, product quality is relatively more important in the USA, when negotiating contract renewals with customers. Originality/value Noticeably absent from the B2B services literature is its application to international markets. In particular, research is lacking on the specific drivers of customer value and contract renewal intentions in the USA and Japan, despite the importance of long-term on-going contractual relationships in these markets. This study has provided additional insights into the complex world of contract renewal between international buyers and sellers of large industrial systems.

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