The Adoption of a CRM Strategy Based on the Six-Dimensional Model

If the definition of CRM is not consensual, the model for incorporating or analyzing the concept within an organization is also not. In this chapter, considering the ‘Six-Dimensional Model CRM Strategy', which integrates 65 critical success factors, the authors analyze how these manifest themselves in an organization. Thus, the case studied is presented and described following the six dimensions (CRM strategy formulation, relational marketing philosophy, best practices, organizational and human resources, CRM processes, CRM technology) and also synthesizes in a table how the company analyzed reacted to critical success factors.

Digital Communication in Museums and Museological Spaces

SMM (social media marketing) aims to produce content that users share in their various social media applications in order to increase brand exposure and broaden customer reach. There are numerous marketing techniques to apply in social media in order to involve the customer, some of which have costs and others that do not. Digitization was a real challenge for any museum, requiring cautious and well-planned action to be successful. In this sense, the nature of social networks demands the adoption of a constructivist perspective, that is, a perspective that involves affirmations of knowledge based on individual and collective experiences. Presently, being present in social networks presents itself as a high value advantage, allowing the exposure of the brand, product, or idea at a low cost to a large audience. This chapter aims to systematize some relational marketing best practices that are identified in the museums and museum spaces in “Baixo Alentejo” (Portugal). Specifically, some examples of relational marketing in terms of communication will be identified and analysed.

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.

The effect of relationship marketing on customer satisfaction in insurance agencies

The research aims to determine the effect of relational marketing on customer satisfaction in insurance agencies. The research is a quantitative study, and the survey method was used. The applied questionnaire was composed of scales whose reliability and validity was proven in the literature. In this context, the data for the research was obtained by questionnaire from consumers in Antalya between September-November 2019 and using home or car insurance services in insurance agencies. The data obtained from the questionnaires conducted with 461 participants were evaluated in the SPSS 25.0 package program, and regression analyses were carried out in line with the research purpose. First, the scale was subjected to factor analysis, and Cronbach Alpha values were calculated. According to the results, the scale is reliable and valid. Then, the means of the scale items were calculated. According to the results of the mean analysis, it can be said that the perceptions of the participants regarding the competence of the insurance agency they receive service from are higher than the other dimensions. According to the results of the regression analysis, trust, communication commitment, and competence, which are four dimensions of relational marketing in insurance agencies, have a positive effect on customer satisfaction.

The importance of brand personality inthe 21st centenary

The “set of human qualities connected with a brand” is referred to as brand personality. Consumers have been shown to infuse brands with human personality qualities, turning them become symbolic brands. Brand personality, from the perspective of the customer, is a method for people to express their personalities and define their lives via tangible goods. From the perspective of a business, brand personality is a way of expressing the benefits of your product in terms of its qualities or status implications.Companies also employ brand personality to set themselves apart from their competitors, which is critical in today’s crowded domestic marketplaces.This article explores the importance of brand personality in the 21st century. It also discusses how can marketer develop a brand personality for their products. In the present study, the design was selected mostly descriptive, as the key objective of the study is to explore the construct of brand personality in relational marketing. The finding of paper suggests thatwhen a brand has a personality, it is simpler to interact with consumers since a customer’s personality qualities may be matched to a brand’s personality features.

Strategies for Customer Relationship Management Focused on Loyalty

This research examined the customer loyalty process through relational marketing, using Customer Relationship Management (CRM) strategies. A market study was conducted to analyze the current client management approaches. A survey of customers of the company was carried out to investigate what they perceived were important factors influencing their relationship with the organization and determining efficient communication. The study focused on the design of CRM and relational marketing strategies, in order to create tools to improve communication and interaction with the client, so as to help understand customer demands and achieve loyalty. A formal methodology was described for developing and implementing a CRM system that integrates aspects such as defining a customer strategy, re-engineering customer-oriented business processes, human resources management, the computer system, and management of change and continuous improvement. Keywords: strategy, loyalty, customer relationship management, administration, communication. Resumen La administración de la relación con el cliente es el proceso general de establecer y mantener relaciones redituables con los clientes al entregarles más valor y mayor satisfacción. El presente trabajo de investigación está enfocado en solucionar el deficiente proceso de fidelización del cliente por medio del marketing relacional. Para contribuir con el objetivo de la investigación, se realizó un estudio para analizar la gestión del cliente a través de una encuesta a los clientes actuales de la empresa ‘Ambaplass’ dedicada a la comercialización de productos de consumo masivo, ubicada en la cuidad de Ambato. El estudio se centró en torno al diseño de estrategias de comunicación con el objetivo de crear herramientas que permitan una mejor interacción con el mismo, además de conocer sus exigencias y lograr su fidelización. Los principales hallazgos de la investigación determinaron que el 63% de los encuestados son de sexo femenino, el 36% de los clientes tienen entre 26 y 35 años, el 40% de los encuestados son clientes desde hace un tiempo aproximado de 6 a 12 meses, el 46% realizan compras de 2 a 3 veces al mes, el 62% de los encuestados hacen uso de WhatsApp, en tanto que el 6% no utiliza ninguna red social, el 43% considera que la capacidad de resolución de problemas en la empresa es bueno y apenas el 41% de clientes está satisfecho con el departamento de ventas. Mediante los resultados obtenidos se puede evidenciar que existe satisfacción del cliente pero no fidelización del mismo. Palabras clave: estrategias, fidelización, administración de la relación con el cliente, comunicación.

The Influence of E-Service Quality and Relational Marketing on E-Satisfaction in Using Mobile Banking through User Experience at Bank Syariah Mandiri Medan Petisah Branch Office

Sharia banking is a banking system developed according to the Islamic sharia Bank Syariah Mandiri as a sharia bank in Indonesia which applies this system among conventional banks which appear in large numbers. The objective of the research is to analyze the influence e-service quality and relational marketing on e-satisfaction in using mobile banking through user experience. The research uses quantitative research method associative approach which aim to find out the correlation between two or more variables. The data is gathered by using structured questionnaires with 5 points of interval scale. The population is 1.475 clients who uses mobile banking of Mandiri Syariah Mobile and 315 of them are taken as the samples by using Slovin formula and simple random sampling technique. The gathered data are analyzed by using statistic method with SEM Smart PLS. The result of the research shows that e-service quality and relational marketing has a positive but insignificant influence on e-satisfaction. User experience has a positive and significant influence on e-satisfaction. E-service quality and relational marketing has a positive and significant influence on user experience. E-service quality and relational marketing has a positive and significant influence on e-satisfaction through user experience. Keywords: E-service quality, Relational marketing, E-satisfaction, User experience.

ANALYZING SUSTAINABLE RELATIONSHIP WITH CUSTOMERS USING A STRATEGIC COMMUNICATION MODEL, A 360 DEGREES CUSTOMER VIEW AND MATHEMATICAL SIMULATION

Modeling and mathematical simulation are used in every field. To obtain improvement of relationship with customers is also used modeling. Relational marketing is not a choice, is a demand. The customers, which are emotionally related with the organization, will have more trust into it and will develop a strong commitment and a sustainable relationship, if the organization is more involved in keeping a positive and strong relationship with its customers and determine their value. The goal of this study is to bring in discussion the role and the importance of relationship with customers based on sustainable communication, customers being the main source of profit and value on long term for any company. To obtain this, was implemented a model of simulation and strategic communication, analysed through the prism of customers’ 360 degrees. Data were gathered from 100 customers and the results showed a strog relationship based on communication with its customers and the important role of employees in this relationship; the new technologies used in relationship with the customers, according to the literature, have a crucial role in attracting, retaining and growing the number of customers, but this study shows that is used at a very reduced level in the analysed organization. Mathematical simulation played an important role in discovering the right way through the maze of the new products and information present into the analysed supermarket based on continuous communication and relationship.

E-Service Quality and Relational Marketing Effect Satisfaction with Using Mobile Banking through User Experience in Mandiri Syariah Bank KCP Medan Petisah

Islamic banking is a banking system based on Islamic sharia (law). Indonesia, where part of the population is Muslim, provides ample room for the development of Islamic banks. The development of Islamic banking in Indonesia has become a benchmark for the existence of the Islamic economy. Bank SyariahMandiri as a sharia bank in Indonesia is implementing this system amid the proliferation of conventional banks. The purpose of this study was to analyze the effect of e-service quality and relationship marketing on e-satisfaction through user experience. The research instrument used was a structured questionnaire with a 5-point interval scale. The study population was 1475 people and with the Slovin formula obtained 315 samples in the study. Data that can be analyzed using descriptive and quantitative statistical methods with SEM Smart PLS. This study shows that the quality of e-service and relationship marketing has no significant effect on e-satisfaction. The e-service quality and relationship marketing has an effect on e-satisfaction through the user experience. Keywords: E-Service Quality, Relationship Marketing, E-Satisfaction And User Experience.