Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Konsumen melalui Marketing Relationship di Masa Pandemi Covid-19

Competition in providing the best service needs to be done to pamper and give satisfaction to customers, this can be realized by providing something more for customers to enjoy the food and drinks offered even during the current pandemic. This research is quantitative descriptive. This study took service quality and product quality as the independent variables, consumer satisfaction as the dependent variable, and relationship marketing as the intervening variable. The research location is Café BataPuti Coffee House. The population in this study were people who had visited Café BataPuti. The sample used is as many as 90 respondents to people who have visited the BataPuti Coffee House. The analysis used is Path Analysis Analysis. The results of this study is a significant impact on relationship marketing toward service quality and product quality. service quality and product quality have a significant effect on consumer satisfaction. service quality on customer satisfaction through relationship marketing has a significant effect. Product quality on consumer satisfaction through relationship marketing has a significant effect.

Relationship marketing and the profile of the policewoman as an institutional image of the police service in Ecuador.

The article shows how relationship marketing and the profile of policewomen affect the institutional image of the police service in Ecuador, for which a qualitative methodology is used with a descriptive and correlational level of research, based on a bibliographic and field study. Tools and techniques applied to the community and to policewomen are also used; whose results explain that there is better performance, generate greater confidence and security; in the self-criticism made by the police servants, they state that they feel capable of acting, working efficiently in all cases. Its preparation is daily so there is a commitment to serve and protect; her work is praised by the community, which makes the policewoman an excellent option to position the police image thatis currently worn out. These results were contrasted with the hypothesis test in which a Pearson X2 of 8,549 was obtained, which allows us to conclude that relationship marketing and the profile of the policewoman do contribute to the institutional image of the police service in Ecuador. Keywords: marketing, relationship marketing, policewoman, institutional image. References [1]P. Tobar, «Marketing de relaciones como estrategia de diferenciación en la satisfacción del cliente: caso de estudio en el sector universitario,» Digital Publisher, 3 Mayo 2021. [2]M. Luna and R. Ortiz, «Aplicación del Marketing relacional para fidelización de clientes corporativos en servicio de telefonía móvil CNT EP.,» Universidad deGuayaquil, 2018. [3]M. Rivera, «La evolución de estrategoas de marketing en el entorno digital: Implicaciones jurídicas,» Universidad Carlos III de MAdrid, 2015. [4]L. Sihua, «Imagen corporativa y marketing relacional de la empresa Pieriplast SAC, distrito San Juan de Lurigancho, 2018,» Unversidad Cesar Vallejo, 2019. [5]E. Guadarrama and E. Rosales, «Marketing relacional: Valor, satisfacción, lealtad y retención del cliente. Análisis y reflexión teórica,» Ciencia y Sociedad, 2015. [6]M. Noblecilla and M. Granados, «El marketing y su aplicación en diferentes areas del conocimiento,» Editorial UTMach, 2017. [7]R. Bravo, J. Matute and J. M. Pina, «Efectos de la imagen corporativa en el comportamiento del consumidor. Un estudio aplicado a la banca comercial,» vol. 21, 2021. [8]J. Saltos, W. Jiménez and E. Jimémex, «La imagen de marca como vector de posicionamiento en PYMES: caso sector calzado de la provincia de Tungurahua,»2016. [9]E. Ramos, «Gestión de imagen corporativa como estrategia de sostenibilidad: camino al cambio empresarial, » Revista Universidad y Sociedad, 2020. [10]A. Sevilla, «Policia Comunitaria,» Programa para la convivencia ciudadana, 2015. [11]E. Cobler, «El trabajo de la mujer policía,» Revista Catalana De Seguretat Pública, p. 106, 2012. [12]E. Cumbicos, «Imagen Institucional De La Policía Metropolitana De Quito En Redes Sociales,» Universidad Central del Ecuador, 2017.

External Marketing Relationship Practice of Quantity Surveying Firms in the Selected States in Nigeria

It has been established that marketing is very significant to the success of any organization, especially in a competitive environment. In the Quantity surveying profession, marketing might be more relevant than other professions because it is less known. The significance of marketing and competitive business environment calls for effective marketing practice by Quantity Surveying Firms (QSFs). One of the effective ways is to build a strong external marketing relationship, which exists between a firm and its client. Therefore, this paper investigated the external marketing relationship practice of QSFs with a view to enhancing firms’ productivity and client satisfaction. Forty-six (46) registered QSFs and fifty-nine (59) corporate clients in Lagos, Oyo, and Ondo States were assessed through questionnaire survey. Data were collected on the attributes of parties involved in external marketing. The collected data were analysed using Mean Item Scores (MIS) and Analysis of Variance (ANOVA). The results reveal important attributes of clients to include “pay on time (MS=4.59)”, “willingness and readiness to take advice from the firm (MS=4.59)”, and “make expectations known clearly to the firm (MS=4.54)”. From the findings, clients averagely displayed these attributes. The result of ANOVA shows that firms viewed the importance of these clients’ attributes in the same way at p>0.05 except for one of these attributes (making expectations known clearly to the firm), which firms viewed its importance differently at p<0.05. Furthermore, results show the important attributes of firms to include: “ability to give clients value for their money (MS=4.51)”, “knowing clients’ requirements (MS=4.51)”, and “being attentive (MS=4.47)’. Findings show that these attributes were adequately displayed by QSFs. The perceptions of clients on the importance of these firms’ attributes were the same at p>0.05. The study concluded by establishing attributes for strong external marketing relationship to include: “readiness of a client to take advice from the firm”, “ability of a client to pay on time”, “ability of a firm to satisfy the client”, and “knowing the client’s requirements”. The study recommended that QSFs and clients should endeavour to possess and display these attributes for the enhancement of service delivery in terms of firms’ productivity and clients’ satisfaction. Keywords: Attributes, Clients, External Marketing Relationship, Quantity Surveying Firms

Foundations and trends in analytics and marketing relationship

Objetivo: O propósito do presente artigo é pavimentar o caminho de futuras pesquisas quantitativas no campo de analytics em marketing, contextualizado com base na Visão Baseada em Recursos e na literatura sobre Capabilidades Dinâmicas.Método/Abordagem: Constitui-se como uma revisão aplicada de cunho bibliométrico sobre o relacionamento entre as subáreas. Utilizamos análises de cluster para prover um mapeamento esquemático da interseção dessas literaturas para pesquisadores iniciantes e experientes.Resultados: Após propor as capabilidades analíticas adaptativas, são sugeridos caminhos de avanço científico nas literaturas de marketing e estratégia, indicando possíveis construtos endógenos, exógenos e covariáveis para uma agenda de pesquisa voltada para situações de moderação e mediação.Implicações teóricas e metodológicas: Foi construída uma rede nomológica que interliga o relacionamento emergente entre marketing, analytics e capabilidades dinâmicas que auxilia na escolha de construtos atualizados e relevantes para estudos quantitativos futuros.Originalidade/valor: Destaca-se o alicerce da relação entre analytics e marketing, e assim são elucidadas as tendências de pesquisa e construtos objetivos otimizados para realização de pesquisas futuras sob a ótica das capabilidades dinâmicas.

The Effect of Ownership Marketing Expertise on MLB Attendance and Digital Consumption

Scholarship has established that characteristics of a firm’s upper echelon affect firm-level outcomes in a range of industries. In professional sport, firms depend on live game attendance and, increasingly, the consumption of online content to generate local revenue. The ability to drive these two revenue streams depends on a franchise’s competencies in marketing, relationship management, and brand building. In this research, we speculate those competencies start at the top, i.e., with ownership. Using upper echelons theory (UET), we hypothesize that franchises with owners who have substantial marketing expertise are better able to drive attendance and online search traffic. Using a panel dataset of 30 teams over a 10-season period, we found that ownership expertise in marketing was generative of significantly more attendance but perhaps not significantly greater online traffic. The results are discussed in the context of UET, and implications for practitioners are presented.

The Effect of Ownership Marketing Expertise on MLB Attendance and Digital Consumption

Scholarship has established that characteristics of a firm’s upper echelon affect firm-level outcomes in a range of industries. In professional sport, firms depend on live game attendance and, increasingly, the consumption of online content to generate local revenue. The ability to drive these two revenue streams depends on a franchise’s competencies in marketing, relationship management, and brand building. In this research, we speculate those competencies start at the top, i.e., with ownership. Using upper echelons theory (UET), we hypothesize that franchises with owners who have substantial marketing expertise are better able to drive attendance and online search traffic. Using a panel dataset of 30 teams over a 10-season period, we found that ownership expertise in marketing was generative of significantly more attendance but perhaps not significantly greater online traffic. The results are discussed in the context of UET, and implications for practitioners are presented.

PENGARUH HUBUNGAN PEMASARAN, KUALITAS LAYANAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Gojek is a company that offers taxi transportation services that are integrated with technology, using the motorcycle taxi booking application. However, the problem now is the large number of motorcycle taxi driver, causing intense competition, not only in one company but in other transportation companies. There is a rates war (promotion) given by other companies that causes the entry and exit of the driver's and causes some rogue drivers to play two legs. Uncontrolled driver, such as: driver use vehicles that are incompatible with those recorded in the application. And not provided a place to "waiting in passanger" the driver's which causes irregularity of the driver's so that it fills part of the shoulder of the road, the sidewalk that causes congestion. The sample in this study was 200 respondents. The technique uses purposive sampling or sampling based on criteria. The analytical method used is SEM analysis with 7 criteria using the Amos 21 application. From the results of the study, the authors conclude that, 1) Marketing Relations have a positive and significant effect on Driver Loyalty 2) Service quality there is a significant positive effect on driver loyalty. 3) The marketing relationship has a significant positive effect on driver satisfaction 4) service quality has a significant positive effect on driver loyalty 5) driver satisfaction has a significant positive effect on driver loyalty. 6) Relationship Marketing influences Driver Loyalty with Driver Satisfaction as an intervening variable 7) Service quality affects the loyalty of the driver's with driver satisfaction as an intervening variable. Keywords: Marketing Relations, Service Quality, Loyalty and Satisfaction Abstrak Gojek adalah perusahaan yang menawarkan layanan transportasi ojek yang terintegritas dengan teknologi, dengan menggunakan aplikasi pemesanan ojek. Akan tetapi, permasalahan sekarang adalah banyaknya mitra pengemudi gojek sehingga menyebabkan persaingan semakin ketat, tidak hanya dalam satu perusahaan akan tetapi perusahaan transportasi lain. Adanya perang tarif (promo) yang diberikan perusahaan lain yang meyebabkan terjadi keluar masuk mitra pengemudi dan menyebabkan adanya beberapa oknum mitra pengemudi yang bermain dua kaki. Tidak terkontrolnya mitra pengemudi, seperti: mitra pengemudi memakai kendaraan yang tidak sesuai dengan yang terdata di aplikasi. Dan tidak disediakannya tempat “mangkal” mitra pengemudi yang menimbulkan tidak beraturannya para mitra pengemudi sehingga memenuhi sebagian bahu jalan, trotoar yang menyebabkan kemacetan. Penelitian ini menggunakan data primer. Sampel dalam penelitian ini adalah 200 responden. Teknik sampling menggunakan sampling atau sampling purposive berdasarkan pertimbangan dan kriteria tertentu. Metode analisis yang digunakan adalah analisis SEM dengan 7 kriteria tes menggunakan aplikasi Amos 21. Dari hasil penelitian, penulis menyimpulkan bahwa, 1) Hubungan Pemasaran berpengaruh positif dan signifikan terhadap Loyalitas Pengemudi 2) Kualitas layanan berpengaruh positif signifikan terhadap loyalitas pengemudi. 3)Hubungan pemasaran berpengaruh positif signifikan terhadap kepuasan pengemudi 4) Kualitas layanan berpengaruh positif signifikan terhadap kepuasan pengemudi 5) kepuasan berpengaruh positif signifikan terhadap loyalitas pengemudi. 6) Hubungan Pemasaran berpengaruh terhadap Loyalitas Pengemudi Melalui Kepuasan Pengemudi 7) Kualitas layanan berpengaruh positif terhadap loyalitas pengemudi melalui kepuasan pengemudi. Kata Kunci: Hubungan Pemasaran, Kualitas Layanan, Loyalitas dan Kepuasan