Customer Advocates

2019 ◽  
pp. 206-218
Author(s):  
Margaret Zelman Law
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Essential Factor ◽  
Marketing Model ◽  
Library Users ◽  
Way Of Thinking ◽  
Trusting Relationships ◽  
Strategic Outcomes

Libraries grow in uncertain financial, political and cultural environments. Advocacy is essential to ensure that they get the support they need from the communities in which they operate. Advocates, those who speak out on behalf of the library, are an essential factor in the success of the organization. This article explores the possibilities of developing library users into advocates, based on a relationship marketing model. It uses customer service as the primary tool for developing trusting relationships with users so that they are willing to speak on behalf of the library. Adding the issue of reputation and advocacy as strategic outcomes of customer service requires a different way of thinking and planning. The article concludes with a call for more investigation in this area.

ANALISIS STRATEGI PEMASARAN DALAM PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (Persero), Tbk KANTOR CABANG PALOPO

2021 ◽  
Author(s):  
Rosnaini Daga
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Service ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Product Price ◽  
Service Strategy

Penelitian Ini berjudul “Analisis Strategi Pemasaran Dalam Peningkatan Jumlah Nasabah Produk Tabungan Britama Pada PT.Bank Rakyat Indonesia (Persero) Tbk. Penelitian ini bertujuan untuk Mengethui dan menganalisis strategi pemasaran yangdigunakan dalam peningkatan jumlah nasabah produk tabungan britama pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo.Metode analisis yang digunakan dalam penelitian ini yaitu metode deskriftif kualitatif. Informan ditentukan dengan teknik purposive, yaitu teknik penentuan subjek (informan) berdasarkan kriteria dan tujuan dari penelitian ini. Kriteria yang dipilih adalah Kepala Bagian Marketing Manager PT. Bank Rakyat Indonesia (Persero) Tbk, Kantor Cabang Palopo JL. K.H Ramli No. 2, Palopo, Sulawesi Selatan dengan tidak berdasarkan jenis kelamin dan mereka siap menjadi informan. Informan yang digunakan adalah 1 (satu) orang dan memungkinkan adanya penambahan jika tujuan penelitian belum tercapai.Hasil penelitian menunjukkan bahwa telah terjadi peningkatan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo. Strategi pemasaran yang dilakukan untuk meningkatkan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero) tidak jauh dari unsur marketing mix yaitu Place, Product, Price, dan Promotion. Strategi yang paling tepat adalah melalui strategi Relationship Marketing Strategy,, Strategy Superior Customer Service, Strategy Unconditional Guarantees, dan strategi penanganan keluhan yang efektif.

A Communication-Based Marketing Model for Managing Relationships

1998 ◽  
Vol 62 (2) ◽  
pp. 1-13 ◽  
Author(s):  
Tom Duncan ◽  
Sandra E. Moriarty
Keyword(s):  
Relationship Marketing ◽  
Brand Value ◽  
Critical Element ◽  
Marketing Communication ◽  
Marketing Theory ◽  
Brand Relationships ◽  
Interactive Communication ◽  
Marketing Model ◽  
Key Points ◽  
Valuable Element

The authors propose a communication-based model of relationship marketing and discuss how communication (rather than persuasion) is the foundation of the “new” customer-focused marketing efforts. The authors trace recent parallel shifts in communication and marketing theory and show the intersections between communication and marketing. Although communication always has been a critical element in marketing, the authors show how the increase in interactivity makes communication an even more valuable element of marketing by identifying those many points that link the two disciplines. Using the three key points at which the two disciplines intersect—messages, stakeholders, and interactivity—the authors develop a communication-based model of marketing. They demonstrate how interactive communication at three levels—corporate, marketing, and marketing communication—leads to the brand relationships that drive brand value.

Challenges and Opportunities with IT-Enabled and Assisted Customerships

2011 ◽  
pp. 87-103
Author(s):  
Jussi Puhakainen
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Clear Distinction ◽  
Marketing Activity ◽  
Challenges And Opportunities ◽  
Marketing Activities

The purpose of this chapter is to illustrate challenges and opportunities related to IT-enabled and assisted customerships. The chapter begins by defining the term digitization and illustrates what can be digitized and to what extent. Next we illustrate how IT (and digitization) can assist in various types of interactions or create new types of interactions. Digitization and interactions form a fulcrum for the rest of the chapter, which deals with IT-assisted and -enabled marketing activities and customerships. We will make a clear distinction between classical relationship marketing and IT-enabled techno-relationship marketing. Finally we focus on a single marketing activity, namely customer service.

Gaining Strategic Advantage Through Bibliomining

2008 ◽  
pp. 2673-2687
Author(s):  
Scott Nicholson ◽  
Jeffrey Stanton
Keyword(s):  
Data Mining ◽  
Customer Service ◽  
Information Services ◽  
Strategic Decision ◽  
Data Sources ◽  
Strategic Decision Making ◽  
Staff Members ◽  
Library Users ◽  
Search Patterns ◽  
Patterns Of Behavior

Library and information services in corporations, schools, universities and communities capture information about their users, circulation history, resources in the collection and search patterns (Koenig, 1985). Unfortunately, few libraries have taken advantage of these data as a way to improve customer service, manage acquisition budgets or influence strategic decision making about uses of information in their organizations. In this chapter, we present a global view of the data generated in libraries, and the variety of decisions that those data can inform. We describe ways in which library and information managers can use data mining in their libraries, i.e., bibliomining, to understand patterns of behavior among library users and staff members and patterns of information resource use throughout the institution. The chapter examines data sources and possible applications of data mining techniques in the library.

Relationship marketing: Bringing quality, customer service and marketing together

1995 ◽  
Vol 4 (4) ◽  
pp. 538-541 ◽  
Author(s):  
Martin Christopher ◽  
Adrian Payne ◽  
David Ballantyne ◽  
Louis Pelton
Keyword(s):  
Relationship Marketing ◽  
Customer Service

scholarly journals Reference service evaluation at an African academic library: the user perspective

2015 ◽  
Vol 64 (8/9) ◽  
pp. 552-566 ◽  
Author(s):  
Lili Luo ◽  
Viscount B. Buer
Keyword(s):  
Customer Service ◽  
Information Needs ◽  
Large Scale ◽  
Academic Library ◽  
Relevant Information ◽  
Evaluation Study ◽  
User Perspective ◽  
Content Type ◽  
Library Users ◽  
Reference Service

Purpose – This paper aims to provide a detailed discussion of a large-scale library reference evaluation study conducted at the University of Education, Winneba (UEW) in Ghana. The study seeks to evaluate the reference service from the user perspective, focusing on how users use and perceive the service. Design/methodology/approach – Self-administered survey was used as the data collection instrument. One thousand questionnaires were distributed to library users in a three-week period, and the response rate was 63.7 per cent. Findings – The reference service had a high non-use rate of 42.6 per cent, which was primarily attributed to library users’ self-sufficiency and lack of awareness of the service. The top three motivations for library users to use the reference service were class assignments, personal interests and using library facilities. Although their overall altitude was positive, users felt that reference librarians were more successful at exhibiting customer service qualities than performing tasks related to identifying users’ information needs and searching/locating relevant information to fulfill the needs. Practical implications – The knowledge gained from this study will deepen the understanding of how the reference service is utilised and perceived by library users and offer insights on how to enhance the services to optimise the user experience. Originality/value – This study yields an enriched view of reference service provision in the African context. Its findings will help other academic libraries in Africa successfully plan and implement their own reference evaluation efforts and ultimately encourage more evidence-based library practices in the developing world.

scholarly journals Relationship marketing and consumer buying behavior in food and beverage firms in port harcourt metropolis

2020 ◽  
Vol 1 (7) ◽  
pp. 65-76
Author(s):  
Godswill Chinedu Chukwu ◽  
Miyene Charles Tom
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Buying Behavior ◽  
Service Unit ◽  
Port Harcourt ◽  
Quality Product ◽  
Pricing System ◽  
Food And Beverage ◽  
Service Offering ◽  
Consumer Buying Behavior

This study investigated the impact of relationship marketing on consumer buying behavior in the food and beverage firms in Port Harcourt metropolis. The study also seeks to find out whether considerable pricing system, quality product and service offering and effective and efficient customer service unit affect consumer buying behavior. This study adopted descriptive research design. The populations are all customers of all food and beverage drinks firms in Port Harcourt. A sample size of 375 persons was randomly selected while 358 questionnaires were successfully retrieved and used for the analysis. Sample size was determined using Morgan Krejcie table (1970). Data was collected by use of questionnaire. Three research questions were posed and three hypotheses were tested. Data were analyzed using descriptive statistics while inferential statistics e.g. Pearson product moment correlation coefficient was used to test the stated hypothesis at 0.05 level of significance. Findings revealed that food and beverage firms in Port Harcourt lack considerable pricing system which affect consumer buying behavior negatively; that quality product and service offering impact customers’ referral and that effective and efficient customer service unit enhance customer loyalty in food and beverage firms in Port Harcourt. The study concluded that relationship marketing affect consumer buying behavior in food and beverage firms  Port Harcourt. 

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