The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria

Sales promotion and publicity are key promotional marketing tools which have assisted organizations to wax stronger in a global competitive environment. This study investigates the significance of publicity and sales promotion in Nigeria. The research design adopted for this study is survey research design while the sampling technique adopted is simple random sampling technique The Chi-square method is used to test the hypothesis based on the responses from the five-point Likert rating scale of the structured questionnaire. The findings reveal that publicity and sales promotion are veritable tools for achieving organizational marketing goals in a competitive marketing environment. It is recommended that publicity and sales promotion should be well utilized to stimulate customers demand, boost organizational reputation without detriment to product quality and performance. JEL Codes: M31, M37 Keywords: publicity, sales promotion, digital marketing era, promotion mix, marketing tools, marketing performance

Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality

This study examines the mediating role of service quality between customer relationship management (CRM) performance dimensions and the marketing performance of Jordanian hotels using resource-based view theory and contingency theory. A self-administered survey was conducted on 162 general managers of hotels in Jordan. The data were analyzed using partial least squares structural equation modelling. The findings of the study indicated that service quality mediated the relationship between the CRM performance dimensions (key customer focus, CRM knowledge management, CRM organization, and CRM-based technology) and the marketing performance of Jordanian hotels. This study provides significant contributions to theory and practice. From a theoretical perspective, this study fills in the literature gaps by providing insights about the mediating role of service quality in the relationship between customer relationship management performance dimensions and marketing performance. For managerial contributions, this study suggested that hotels can enhance their marketing performance by focusing on service quality and customer relationship management performance dimensions, especially the key customer focus dimension.

Mediation role of service innovation in the effects of knowledge creation on marketing performance of restaurant

This work explores the effect of knowledge creation on service innovation and marketing performance among restaurants within the Kumasi Metropolis. A total of 200 restaurants were sampled for this work. The study adopted the use of questionnaire as the main data collection instrument to obtain the study responses. The information obtained from the structured questionnaire was analyzed using the multiple linear regression technique for analyzing mediation effects to arrive at the study results. The findings of the study indicate that there is a positive relationship between knowledge creation and service innovation. It was also found that service innovation has positive and significant effect on marketing performance. Furthermore, the study findings revealed that service innovation mediates the relationship between knowledge creation and marketing performance of restaurants. Based on the results, it was recommended that management invest in the creation of knowledge as this will drive innovativeness in the organization and subsequently lead to a higher marketing performance. The paper significantly discusses the body of knowledge concerning the effect of knowledge creation, service innovation and marketing performance in the restaurant context.

The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance

The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance.

PENGARUH PELAYANAN DAN SISTEM PEMASARAN TERHADAP KINERJA PEMASARAN MELALUI PERSAINGAN USAHA PROPERTY PT.GRIYA KENARI MAKASSAR

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh pelayanan dan sistem pemasaran secara langsung terhadap kinerja pemasaran dan tidak langsung melalui persaingan usaha. Penelitian ini menggunakan pendekatan kuantitatif yang dilaksanakan pada PT. Griya Kenari Makassar. Populasi adalah seluruh pegawai PT. Griya Kenari Makassar sebanyak 75 orang dengan menggunakan tehnik non-probability sampling (sampling jenuh). Tehnik pengumpulan data melalui observasi, wawancara, kuesioner dan dokumentasi sedangkan analisis data menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa pada PT. Griya Kenari Makassar, pelayanan berpengaruh positif dan signifikan terhadap persaingan usaha dan kinerja pemasaran, empati yang dimiliki karyawan mampu mendorong kemampuan persaing dan mengembangkan pelanggan, sementara sistem pemasaran berpengaruh positif dan signifikan terhadap persaingan usaha namun tidak signifikan terhadap kinerja pemasaran, segmentasi yang diterapkan oleh perusahaan telah mendorong kemampuan bersaing dengan memahami kemampuan pesaing, meskipun dalam kinerja pemasaran belum signifikan sebab pelanggan yang berbeda karakteristik membutuhkan pendekatan yang berbeda. Persaingan usaha berpengaruh positif dan signifikan terhadap kinerja pemasaran, dengan lingkup bersaing telah mampu meraih banyak pelanggan, dan pada pengaruh tidak langsung, pelayanan dan sistem pemasaran berpengaruh positif dan signifikan terhadap kinerja pemasaran melalui persaingan usaha. The research aims to determine and analyze the effect of services and marketing systems directly on marketing performance and indirectly through business competition. It is a quantitative type, and was conducted at PT. Griya Kenari Makassar. The population is all employees of PT. Griya Kenari Makassar as many as 75 employees, using non-probability sampling (total sampling). Data collection techniques are through observation, interviews, questionnaires and documentation with data analysis using SmartPLS. The results showed that at PT. Griya Kenari Makassar, service has a positive and significant effect on business competition and marketing performance, employee empathy is able to encourage competitiveness and develop customers, while marketing system has a positive and significant effect on business competition but not significant on marketing performance, segmentation applied by the company has encouraged the ability to compete by understanding the capabilities of competitors, although in marketing performance it has not been significant because different customer characteristics require different approaches. Business competition has a positive and significant effect on marketing performance, with the scope of competition being able to reach many customers, and on the indirect effect, services and marketing systems have a positive and significant effect on marketing performance through business competition.

Building Innovation Capabilities on Collaboration and Market Orientation for Improving Marketing Performance of Wood Furniture Craft

This research aims to test the direct influence of market orientation and innovation capabilities collaboration, with relationship marketing orientation and excellence as mediating variables, on the marketing performance of the micro industry of wood furniture handicrafts. The data was collected using questionnaires submitted by 242 people, and the analysis was carried out using SmartPLS software. The significant impact of collaborative innovation ability and relational marketing orientation on market orientation was shown to have no effect on competitive advantage. The innovation capabilities of collaborating are known to have no significant impact on marketing performance. Competitive advantage has a relationship with marketing performance, and relational marketing orientation has a significant impact on the ability of collaborative innovation. It was also found that relationship marketing orientation has a significant effect on marketing performance. This study is related to improving the marketing performance of the micro industry of wood furniture handicrafts, which has a limited scope, so the results of this study can't be generalized. It was also difficult to determine if there was any bias from the respondents. The marketing orientation of relationships and competitive advantages have contributed significantly to marketing performance. The wood furniture handicraft micro industry must improve collaboration capabilities with dealers and customers and use this as a strategic component to improve the marketing performance of the woodcraft industry. The novelty of this research is related to the capability of collaboration innovation, which is able to improve the marketing performance of small industries.

Supply Chain Practices and Marketing Performance of SMEs: A Field Study on Furniture Manufacturing in Egypt

The study aimed to investigate the effect of supply chain practices on the marketing performance of small and medium-sized furniture manufacturing enterprises in Egypt. The study applied to 67 enterprises in Damietta, Egypt. Accordingly, the study population was represented by two top directors of furniture companies either. Two 39-item- questionnaires of a five-point Likert-type scale were used for each enterprise with a total of 134 questionnaires. Internal consistency of 120 valid questionnaires by using Pearson correlation revealed that the questionnaire was stable and valid. Descriptive statistics for all items of the questionnaire were carried out. The relationship between supply chain practices and marketing performance by Pearson correlation revealed there was a positive relationship between supply chain practices parameters; (supplier relationship management, intermediaries and distributers' relationship management, and customer relationship management) and marketing performance. The correlation coefficients of marketing performance were 0.609, 0.539, and 0.794, respectively. Estimation of differences in supply chain practices and marketing performance by one-way ANOVA and T-test revealed significant differences (p < 0.05) in age and size of the capital of supply chain and job title and experience of marketing performance. In conclusion, this study provides the top managers in SMEs the power to make decisions under normal and abnormal circumstances, as in the COVID 19 crisis, which may be crucial in the survival and existence of SMEs.

MEDIATING ROLE OF BRAND, COMMITMENT AND RISK ON THE RELATIONSHIP OF MOBILE BANKING SERVICE QUALITY AND MARKETING PERFORMANCE IN INDONESIA

The purpose of this study is to investigate the mediating role of brand, commitment, and perceived risk on the relationship of mobile banking (MB) service quality and marketing performance (satisfaction and loyalty). A survey was conducted using a sample of 617 MB customers in Indonesia, i.e., Mobile BCA (BCA), BNI mobile (BNI), and Go mobile (CIMB Niaga). Structural equation modeling analysis was carried out with Warp PLS. The results show that MB service quality positively affects brand, commitment, satisfaction, and loyalty, while perceived risk has no effect. Another finding showed a relationship between brand image, commitment, and perceived risk on customer satisfaction and loyalty, although brand prestige does not affect loyalty. Thus, the partial mediating roles of brand image, commitment, and perceived risk are confirmed in the study. The findings will help academic researchers and bank practitioners understand MB customer attitude and behavior and help them in formulating strategies to manage the use of MB in Indonesia.