Customer Centric Marketing Strategies

2015 ◽  
pp. 666-708
Author(s):  
Elsa Serpico ◽  
Barbara Aquilani ◽  
Alessandro Ruggieri ◽  
Cecilia Silvestri
Keyword(s):  
Customer Satisfaction ◽  
Competitive Advantage ◽  
Theoretical Framework ◽  
Marketing Strategies ◽  
Joint Effects ◽  
Online Environments ◽  
Tools And Methods ◽  
Strong Relationships

Building strong relationships with customers has become strategic for firms wishing to sustain their competitive advantage. In order to reach this goal, it is fundamental to continuously work towards an even higher experienced customer satisfaction. Thus, the aim of this chapter is: (a) to review customer satisfaction studies in both offline and online environments, (b) to analyze tools and methods already used to measure it, and (c) to propose a new, comprehensive, and complete theoretical framework that helps evaluate e-customer satisfaction. The last point represents a prerequisite to reach a best and exhaustive understanding of e-customer satisfaction, able to take into account the joint effects of its different antecedents and clearly suggest how to design and shape a website in order to generate an even higher overall customer satisfaction online.

Customer Centric Marketing Strategies

2013 ◽  
pp. 315-357
Author(s):  
Elsa Serpico ◽  
Barbara Aquilani ◽  
Alessandro Ruggieri ◽  
Cecilia Silvestri
Keyword(s):  
Customer Satisfaction ◽  
Competitive Advantage ◽  
Theoretical Framework ◽  
Marketing Strategies ◽  
Joint Effects ◽  
Online Environments ◽  
Tools And Methods ◽  
Strong Relationships

Building strong relationships with customers has become strategic for firms wishing to sustain their competitive advantage. In order to reach this goal, it is fundamental to continuously work towards an even higher experienced customer satisfaction. Thus, the aim of this chapter is: (a) to review customer satisfaction studies in both offline and online environments, (b) to analyze tools and methods already used to measure it, and (c) to propose a new, comprehensive, and complete theoretical framework that helps evaluate e-customer satisfaction. The last point represents a prerequisite to reach a best and exhaustive understanding of e-customer satisfaction, able to take into account the joint effects of its different antecedents and clearly suggest how to design and shape a website in order to generate an even higher overall customer satisfaction online.

scholarly journals Loyalty as Affecting Mediator of Service Quality And Customer Satisfaction Towards Competitive Advantage

MBIA ◽  
2021 ◽  
Vol 20 (1) ◽  
pp. 91-99
Author(s):  
Mohammad Hamim Sultoni ◽  
Sudarmiatin Sudarmiatin
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Competitive Advantage ◽  
Path Analysis ◽  
Financial Institutions ◽  
Customer Loyalty ◽  
Quantitative Method ◽  
Marketing Strategies ◽  
Mutual Relationship ◽  
Good Position

When preparing an effective marketing strategy, a bank must consider its competitors as well as its customers. Establishing a mutual relationship with customers requires a better means of satisfying customer needs than the competitors. Micro, Small, and Medium-sized Enterprises (MSMEs) should always analyze their competitors and develop marketing strategies that effectively give the company a good position compared to the competitors and provide a competitive advantage as strong as possible. This research was conducted using a quantitative method. The design referred to causal relationship research. The data were then analyzed using the path analysis. Findings showed that customer satisfaction, service quality, and customer loyalty affected the competitive advantage of Sentra Batik Pamekasan. The effect of customer loyalty on the competitive advantage could be viewed from the number of Sentra Batik Pamekasan's customers who decided not to move to other financial institutions (banks). When the company could give better service quality, the customer loyalty and the competitive advantage among financial institutions would get higher.   Abstrak Dalam mempersiapkan strategi pemasaran yang efektif, pihak perbankan harus mempertimbangkan pesaingnya dan juga konsumennya. Membangun hubungan antara konsumen yang menguntungkan, memerlukan alat pemuasan kebutuhan konsumen sebagai sasaran yang lebih baik daripada pesaingnya. UMKM harus senantiasa menganalisis pesaing dan mengembangkan strategi pemasaran kompetitif yang secara efektif memposisikan UMKM dalam menghadapi pesaing dan memberikan keunggulan kompetitif sekuat mungkin. Penelitian ini menggunakan metode kuantitatif, jenis penelitian termasuk kategori hubungan kausal sedangkan analisis dalam penelitian ini menggunakan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa kepuasan konsumen, kualitas layanan, dan loyalitas konsumen mempengaruhi keunggulan bersaing di Sentra Batik Pamekasasan. Dampak dari loyalitas konsumen terhadap keunggulan bersaing dapat dilihat dari seberapa banyak konsumen Sentra Batik Pamekasasan yang tidak pindah ke lembaga keuangan lain. Semakin bagus kualitas layanan maka semakin tinggi tingkat loyalitas konsumen dan keunggulan bersaing antar lembaga keuangan juga akan semakin tinggi. Kata Kunci : Loyalitas konsumen, kepuasan konsumen, kualitas layanan, keunggulan bersaing

scholarly journals Loyalty As Affecting Mediator Of Service Quality And Customer Satisfaction Towards Competitive Advantage

2021 ◽  
Vol 4 (2) ◽  
pp. 39-42
Author(s):  
Mohammad Hamim Sultoni ◽  
Sudarmiatin
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Financial Institutions ◽  
Customer Loyalty ◽  
Quantitative Method ◽  
Marketing Strategies ◽  
Mutual Relationship ◽  
Good Position

When preparing an effective marketing strategy, a bank must consider its competitors as well as its customers. Establishing a mutual relationship with customers requires a better means of satisfying customer needs than the competitors. Micro, Small, and Medium-sized Enterprises (MSMEs) should always analyze their competitors and develop marketing strategies that effectively give the company a good position compared to the competitors and provide a competitive advantage as strong as possible. This research was conducted using a quantitative method. The design was categorized as causal relationship research. The data were then analyzed using the path analysis. Findings of the research showed that customer satisfaction, service quality, and customer loyalty affected the competitive advantage of Sentra Batik Pamekasan. The effect of customer loyalty on the competitive advantage could be observed from the number of Sentra Batik Pamekasan’s customers who decided not to move to other financial institutions (banks). When the company could give better service quality, the customer loyalty and the competitive advantage among financial institutions would get higher.

Tingkat Kepuasan Nasabah Pada Bank Syariah Mandiri Cabang Bogor

2019 ◽  
Vol 4 (2) ◽  
pp. 34
Author(s):  
Priyo Wismantoro ◽  
Fika Dwiyanti
Keyword(s):  
Quality Of Service ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Competitive Advantage ◽  
Customer Service ◽  
General Level ◽  
Customer Focus ◽  
Quality Improvements ◽  
Level Of Satisfaction

Business banking is a service business based on principles of trust and t5he customer is a major asset. Under conditions of business competition among banks strict bank that has resulted in only a competitive advantage (compatative advantage as well as a competitive advantage) who can reach the highest position in the eyes of cusmers or the public. Competitive advantage can be obtained from the quality of customer servicr, so the focus on customers (customer focus), responsive to the development of customer desires and continuously innovate is an acitivity that can be done to anticipate the cimpetitive conditions. In this case, the bank should always evaluate the quality of service given to customers and is reflected in the level of customer satisfaction obtained. Rate the quality of service branch of bank syariah mandiri bogor whole is still under service, because it still was below expectations, this is evident also that the general level of service is still not meeting customer expectations, because the level of hope (expectation0 the customer is generally higher than the level of performance (perfromance) or perception(perception)customer.        Empathy dimension of service quality dimensions are most critical or have any impact on the most powerful influence on the level of satisfaction. In this case, the willingness og bank syariah mandiri branch bogor provide individual attention in serving its clients is crucial. Empathy dimension attributes inclide individual attention, operational time , personal attention, giving interests, and understand the needs. These attributes is the main priority of service quality improvements are intensive and comprehensive.           Customer service strategy to be implemented by the management of bank syariah mandiri in perspective five dimensioris of service quality(tangibles, realiability,responsiveness, assurance and empathy) looks not optimal. In an effort to provide the best service (service excellence) and focus to the customer(customer focus), then the customer satisfaction can be obatained with significantly improved and the improvement of quality of serivice aspects and impticalions of the strategy need to be consldered

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

FACTORS AFFECTING THE COMPETITIVE ADVANTAGES OF CITIMART

2014 ◽  
Vol 1 (4) ◽  
pp. 133-148
Author(s):  
Dr. Pham Hung Cuong ◽  
◽  
Nguyen Van Ngan ◽  
Keyword(s):  
Competitive Advantage ◽  
Market Economy ◽  
World Market ◽  
Marketing Strategies ◽  
High Rate ◽  
Business Strategies ◽  
Living Standard ◽  
Competitive Advantages ◽  
Factors Affecting ◽  
Fast Development

According to Porter (1985), in the market of competition, competitive advantage lies in the center of business activities of an enterprise. For this reason, one of the most important factors for any kind of business is to build or construct a good and stable competitive advantage. The wealth of a company cannot be durable if the company does not maintain its competitive advantage. Improving the competitive advantage is one of the first and foremost concerns of every business. In the process of integration, all economies have to try their best to fully compete with each other to gain the best. Among the economy sectors, the retail enterprises are of those who have to apply marketing strategies to strengthen their competitive advantage. With good and suitable marketing strategies, businesses can increase the number of their customer, have goods and products attractive to consumers and finally gain the expected profits. In Vietnam, the market economy started at the end of 1986, much later than the world market economy, so the application of competitive advantages from the macro level to micro level (here the enterprise level) has been slow. For the sector of retailing, especially supermarket retailing, the market scale of Vietnam is much smaller than that of other markets in the region. However, there are basic factors for a fast development in Vietnam such as: big population with the kind of young population, high rate of economic growth rate and non-stop improved living standard. That is the fact that the potential for retailing development in Vietnam is not small and supermarket business in the future is big. In Vietnam, especially in Ho Chi Minh market, there are quite a lot of supermarket chains which are in operation nowadays such as Co-op mart, Citimart, Maximart, B-smart, Shop&Go and so on? These supermarkets are trying their best to gain more customers. For this purpose, the researcher chose Citimart as a case study in this research. Citimart is one of most favorable supermarket in Ho Chi Minh. In this thesis, the researcher studies the factors affecting the competitive advantage of Citimart, and then find out the solutions for the policy makers to have good business strategies of Citimart.

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 Incorporating Customer Service Expectations In The Restaurant Industry: The Guide To Survival

2012 ◽  
Vol 28 (5) ◽  
pp. 931
Author(s):  
M.C. Cant ◽  
C. Erdis
Keyword(s):  
Customer Satisfaction ◽  
Empirical Study ◽  
Competitive Advantage ◽  
Customer Service ◽  
Exploratory Study ◽  
Restaurant Industry ◽  
Font Size ◽  
Research Results ◽  
Customer Expectations ◽  
Service Expectations

<span style="font-family: Times New Roman; font-size: small;"> </span><p style="margin: 0in 0.5in 0pt; text-align: justify; text-indent: 0in; mso-pagination: none;" class="MsoBodyTextIndent"><span style="font-family: Times New Roman; font-size: x-small;">With the remarkable growth and economic contributions of the services industry, companies are finding that they need to focus on service to keep up with rising customer expectations and to compete effectively. Thus excellent customer service in a restaurant has the potential of differentiating the restaurant from competing ones and could lead to creating a competitive advantage. Thus, if a restaurant becomes well known for its superior customer service, this can be used as a way of outmanoeuvring competing restaurants.<span style="mso-spacerun: yes;"> </span>This article examines customer service in selected restaurants in the Tshwane area. It is aimed at establishing criteria for excellent customer service in restaurants, which can serve as the basis for building good relationships with customers. An empirical study was conducted to namely to investigate customer service in selected restaurants in the Tshwane Area, with the aim to establish criteria for excellent customer service as a benchmark for establishing relationships with customers, by means of an exploratory study. A self-administered survey was conducted whereby questionnaires were handed to restaurant patrons with the restaurant bill folder.<span style="mso-spacerun: yes;"> </span>Based on the research results, criteria were developed for excellent customer service which can be used as a benchmark for establishing relationships with customers, by providing customer satisfaction, which leads to customer retention, loyalty and ultimately profitability for an organisation.</span></p><span style="font-family: Times New Roman; font-size: small;"> </span>

scholarly journals The effect of emotional marketing and marketing strategy on purchase decisions through consumer satisfaction as a mediation variables in PT. Nureka Bintang Abadi

2020 ◽  
Vol 5 (3) ◽  
pp. 123-128
Author(s):  
Riko Cahyo Pribadi ◽  
Abdul Rivai ◽  
Suharto
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Causal Relationship ◽  
Consumer Satisfaction ◽  
Marketing Strategies ◽  
Analysis Approach ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Independent Variable ◽  
Relationship Of

This study aims to determine the effect of emotional marketing and marketing strategies on purchasing decisions through customer satisfaction. This study uses an explanatory analysis approach, meaning that each variable presented in the hypothesis will be observed by testing the causal relationship of the independent variable to the dependent variable. The population in this study were customers of PT. Nureka Bintang Abadi. While the sample used includes 60 company customers who make purchases. The results showed that emotional marketing had a significant effect on purchasing decisions. Marketing strategy has a significant impact on purchasing decisions. Consumer satisfaction has a significant effect on purchasing decisions. Emotional marketing has a significant effect on customer satisfaction. Marketing strategy has a significant effect on customer satisfaction. The effect of emotional marketing and marketing strategies on direct purchasing decisions is smaller than through customer satisfaction. In this case, it can be said that customer satisfaction is an intervening variable.

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