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2022 ◽  
Vol 9 (12) ◽  
pp. 273-285
Author(s):  
Machmed Tun Ganyang

Abstract Diving Industry in Indonesia has huge potential needs to be managed properly in order to carrying out the concept of green tourism, but it has not been supported by the optimal performance of dive centers. That is marked by the low level of loyalty of diving tourism consumers. The purpose of this research is to analyze the effect of Green Marketing and Service Quality to  Customer Satisfaction and Customer Loyalty of Diving Tourism Customer. Research Method used in this research is descriptive analysis with research design used is explanatory design. The research object is 12 (twelve) dive centers is spread on Three  provinces in Indonesia. Analysis unit are experience and certified divers with total 200 respondents. Each sample from dive center is chosen proportionally. Technic Sampling is judgment sampling. The tool analysis used is statistic descriptive supported by SPSS software and statistic inferential supported by software of Lisrel Version 8,80. The research result described that practiced of green marketing, service quality have positif impact on Customer satisfantion and Customer loyalty of divers although there are still indicators that are indicating  low impact. The results of the causality study state that : a) Green marketing has no significant affect on customer loyalty, b) Green marketing has significant affect on  satisfaction, c) The service quality has no significant affect on customer satisfaction,d) The quality of service has no significant affect on customer loyalty, e) The customer satisfaction has significant affect on customer loyalty.   Keyword: Green Marketing, Service Quality, Satisfaction, Loyalty, Dive Tourism,Indonesia


2021 ◽  
Vol 6 ◽  
Author(s):  
Sunny Ekakitie-Emonena ◽  
Ochuko S. Alagba

The seeming eternal pursuit of profit by financial institutions and other enterprises have proved to be short-sighted judging from recent studies. Emphases have shifted to securing the goose that lays the golden-egg (the customer) rather than the egg itself. This study focused on the imperative of deploying evolving customer centric platforms such as CRM to manage customer needs satisfactorily to guarantee continued patronage and profit (performance). CRM is revealed as a competitive strategy hotly becoming popular among Nigerian banks - extant literatures on its dynamics were clinically x-rayed. Models of relationship management such as relational benefit, network and relational quality models were discussed in relation to service offerings. Survey research was used in a cross-sectional study to test the nature of association between CRM predictor variables of interactive marketing, service quality and bonding among leading banks in the South-South geopolitical zone of Nigeria. These variables were tested to ascertain whether they would become significant predictors of performance among the leading banks sampled. Outcome reveals a positive association and a strongly significant influence at 0.05%. This necessitated the rejection of all two hypotheses tested.


2021 ◽  
Vol 9 (4) ◽  
pp. 276
Author(s):  
Catur Prasetyawan

This study aims to determine the effect of experiential marketing, service quality, and customer value on customer satisfaction at GoodBoy Barbershop Ponorogo customers. The sample in this study were 110 respondents. The testing stages used include instrument testing, classical assumption test, coefficient of determination test and hypothesis testing. The analysis used in this study is multiple linear regression analysis. The results of this study indicate that: (1) Experiential marketing has a positive and significant effect on consumer satisfaction. (2) Service quality has a positive and significant effect on customer satisfaction. (3) Customer value has a positive and significant effect on customer satisfaction. (4) Experiential marketing, service quality, and customer value simultaneously have a positive and significant effect on customer satisfaction.


Author(s):  
T. V. Lutchenko ◽  
A. I. Khorev ◽  
I. A. Khorev ◽  
V. V. Grigorieva

A feature of the formation of Russian integrated structures is that they were formed by state structures - shareholders - without taking into account the opinion of those enterprises that entered them. However, the enterprises included in these structures would like to benefit from such integration. The basis for the effective operation of an enterprise in the long term is a sustainable competitive advantage, which it can obtain either through low costs or through product differentiation. Since the majority of subsidiaries do not have developed strategies, it becomes necessary to develop such strategies. Additional competitive advantages due to the implementation of focused strategies of the enterprise included in the integrated structures can be obtained only through the establishment of relationships between themselves, as well as enterprises and the parent company. The maximum competitive advantages will be gained by those enterprises as part of integrated structures that will be able to discover and profitably use relationships with other enterprises of this structure, but operating in related areas of activity. The role of the marketing service is also important in the formation of a focused strategy. The necessary market conditions for the implementation of focused strategies are the most accurate definition of consumer needs, the size and prospects of the market segment, a low number of competitors and sufficient resources to serve the segment. The main risks are determined by overflowing the market niche, reducing the differences between the needs of the segment and the entire market, changing prices in the segment towards the general market, penetration into the segment of competitors.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kevin Kam Fung So ◽  
Hyunsu Kim ◽  
Ceridwyn King

Purpose This study aims to serve as an important resource for customer engagement (CE) researchers by presenting a comprehensive, up-to-date and objective assessment of the status and evolution of the CE literature. This purpose is achieved through simultaneous consideration and separate analyses of both the marketing/service and hospitality/tourism literature where CE research dominates. Design/methodology/approach This study integrated three review techniques, including a systematic review technique, evaluative technique and relational technique, to present a state-of-the-art analysis of 236 articles. It provides an updated picture of scientific research on CE, as well as the thematic evolution and structure of the CE literature across the two disciplines. Findings Through a comprehensive review of the CE literature in marketing/service and hospitality/tourism domains, the present study findings build a robust foundation to evaluate how this strand of literature has developed and evolved over time. More importantly, a comparative and quantitative analysis of marketing/service and hospitality/tourism journals delivers actionable insight for hospitality and tourism scholars. Research limitations/implications This study reframes the scientific knowledge regarding the evolution of CE literature, along with interrelation patterns, to advance relevant studies in hospitality and tourism. Findings offer a broadened perspective on the concept’s scholarly development and current research trends, thereby charting a new path for future research. Originality/value By adopting three review techniques, to the best of the authors’ knowledge, this state-of-the-art analysis is the first to compare and synthesize a large volume of marketing/service and hospitality/tourism research, assembling a springboard from which to evaluate how CE studies have developed.


CONVERTER ◽  
2021 ◽  
pp. 731-735
Author(s):  
Jianhao He

Under the background of Internet big data, data analysis is one of the important tools for enterprises to implement personalized e-commerce marketing and optimize their e-commerce service mode. It can not only improve the marketing ability of enterprises, but also innovate the e-commerce marketing mode. In terms of the construction of personalized and accurate e-commerce marketing service system, data analysis tools can be used to comprehensively improve the e-commerce marketing effect of enterprise products from three perspectives: product marketing, channel marketing and promotion marketing. In terms of the innovation of e-commerce service mode, an enterprise e-commerce information platform within the scope of supply chain network can be built, and the evaluation system and product traceability system of e-commerce service can be improved, so as to provide consumers with more convenient and comprehensive online services.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Arim Park ◽  
Hyun Sang An ◽  
Ju Myung Song ◽  
Christina Chung

PurposeThis study examines the effectiveness of Zero-Contact Marketing that minimizes contact between employees and consumers in marketplaces by adopting an integrated research framework of motivation theory, servicescape model and the theory of reasoned action (TRA).Design/methodology/approachThis study randomly collected 314 respondents through an online survey in May 2020 in South Korea. Structural equation modeling (SEM) assessed the overall hypothetical research model.FindingsZero-Contact Marketing facilitates the positive impacts of Korean consumers' motivations (intrinsic and extrinsic) and service environment on their word-of-mouth (WOM) intention to spread information about a store offering Zero-Contact Marketing service and the store revisit intention. In addition, consumers' attitude toward Zero-Contact Marketing and shopping pleasure (SPL) has stronger impacts on consumers' WOM intention than they do on the store revisit intention.Research limitations/implicationsThe limitation of this study lies in that the survey participants responded only in South Korea, which may lead to biased results. To provide a more generalized insight, this study should be extended by considering consumers in other countries, since many consumers around the world tend to minimize face-to-face interaction and avoid unnecessary interruptions under the current pandemic.Practical implicationsBy minimizing the social interaction between employees and consumers, Zero-Contact Marketing may increase consumers' shopping satisfaction with free shopping moments and no disturbance, especially under the COVID-19 pandemic.Originality/valueThe findings provide theoretical contributions by empirically validating the effects of intrinsic and extrinsic motivations and service environment on consumers' internal and external responses in a Zero-Contact retail setting.


SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110144
Author(s):  
Ersin Eskiler ◽  
Remzi Altunışık

Future trends in customers’ postpurchasing habits and the identification of the structures that affect the formation of these trends are key determinants of long-term financial performance and competitive advantage for businesses. In the field of marketing, service quality, perceived value and customer satisfaction, and the relationship between these structures are the main factors for the determination of customer loyalty. However, empirical findings have proven to be inadequate in revealing relationships between related structures in low- and high-involvement levels of consumer groups. Therefore, the aim of this study was to examine the moderating effect of involvement in the relationship between the behavioral intentions of members of a sports-fitness center and their antecedents. For the research, face-to-face questionnaires were administered to 842 subjects who had been selected by convenience sampling performed at sports and fitness centers operating in Istanbul, and the collected data were analyzed using the structural equation modeling technique. Our results showed that there were differences in the effects of service quality, perceived value, and customer satisfaction on behavioral intentions among consumer groups in terms of low- or high-involvement levels. This article discussed the theoretical and managerial effects of the obtained results.


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