This paper seeks to advance the strategies which can be employed by small-scale retail outlets as they normally fight for survival. Many small finns face a number of challenges in terms of technology, economic strengt...This paper seeks to advance the strategies which can be employed by small-scale retail outlets as they normally fight for survival. Many small finns face a number of challenges in terms of technology, economic strength, geographic expansion, human resources, and relationship marketing. These challenges emanate duly from the untrained and inexperienced workforce that knows little about the tools needed to market products and services successfully. Not only that, but even many small-scale retail service providers are pushed into their business with very little or actually without any marketing knowledge. They are driven some by seeing small niches in the market or just they have enough capital to start a small business. Little focus is actually made on the longer-term customer lifetime value; hence most of them fail and close down. This paper shall merge the literature review with the practical situation of what is currently happening on the ground. Questionnaires were designed and handed to small-scale retailers in Francistown, and follow-up interviews conducted to a randomly selected number of these retailers. The small retail outlets considered had less than 30 employees, meaning between one and 30 employees. This was done to ensure that effective strategies are put in place not only to help new start-up retailers and existing ones, but also big firms that might have been neglecting the importance of relationship marketing. This paper reframes and redefines the strategies for winning small-scale retailers that will compete locally and globally.展开更多
The purpose of this study was to examine the theoretical basis in an effort to build the competitiveness of the banking services industry, particularly in terms of customer satisfaction and loyalty. This type of resea...The purpose of this study was to examine the theoretical basis in an effort to build the competitiveness of the banking services industry, particularly in terms of customer satisfaction and loyalty. This type of research uses explanatory research. The sampling method used a non-probability sampling, used purposive sampling technique that has become a customer for two years, used questionnaires to 100 respondents in Bandung bank customers. Measurement validity uses confirmatory factor analysis, while test reliability is calculated by Cronbach Alpha method. Analysis to test the hypothesis uses the path analysis. The findings illustrate a clear pattern of the dimensions of customer relationship marketing, satisfaction effect built, and several important findings including empirical verification mediating role overall customer satisfaction in the formation of loyalty attributes.展开更多
Starting with the interactive factors of relationship, this paper analyzes the interactive feature of relationship marketing within the marketing framework. Based on the interactive model of relationship marketing, th...Starting with the interactive factors of relationship, this paper analyzes the interactive feature of relationship marketing within the marketing framework. Based on the interactive model of relationship marketing, this paper puts forward suggestions concerning effective interactive management of relationship marketing from the organization.展开更多
The article presents an overview of the literature on customer equity and how customer equity provides an opportunity for marketers to make marketing strategy financially accountable. Traditionally, Return on Invest...The article presents an overview of the literature on customer equity and how customer equity provides an opportunity for marketers to make marketing strategy financially accountable. Traditionally, Return on Investment (ROI) models have been used to evaluate the financial expenditures required by the strategies as well as the financial returns gained by them. However in addition to requiring lengthy longitudinal data, these models also have the disadvantage of not evaluating the effect of the strategies on a firm’s customer equity. The dominance of customer-centered thinking over product-centered thinking calls for a shift from product-based strategies to customer-based strategies. Hence, it is important to evaluate a firm’s marketing strategies in terms of the drivers of its customer equity. The article summarizes a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change.展开更多
文摘This paper seeks to advance the strategies which can be employed by small-scale retail outlets as they normally fight for survival. Many small finns face a number of challenges in terms of technology, economic strength, geographic expansion, human resources, and relationship marketing. These challenges emanate duly from the untrained and inexperienced workforce that knows little about the tools needed to market products and services successfully. Not only that, but even many small-scale retail service providers are pushed into their business with very little or actually without any marketing knowledge. They are driven some by seeing small niches in the market or just they have enough capital to start a small business. Little focus is actually made on the longer-term customer lifetime value; hence most of them fail and close down. This paper shall merge the literature review with the practical situation of what is currently happening on the ground. Questionnaires were designed and handed to small-scale retailers in Francistown, and follow-up interviews conducted to a randomly selected number of these retailers. The small retail outlets considered had less than 30 employees, meaning between one and 30 employees. This was done to ensure that effective strategies are put in place not only to help new start-up retailers and existing ones, but also big firms that might have been neglecting the importance of relationship marketing. This paper reframes and redefines the strategies for winning small-scale retailers that will compete locally and globally.
文摘The purpose of this study was to examine the theoretical basis in an effort to build the competitiveness of the banking services industry, particularly in terms of customer satisfaction and loyalty. This type of research uses explanatory research. The sampling method used a non-probability sampling, used purposive sampling technique that has become a customer for two years, used questionnaires to 100 respondents in Bandung bank customers. Measurement validity uses confirmatory factor analysis, while test reliability is calculated by Cronbach Alpha method. Analysis to test the hypothesis uses the path analysis. The findings illustrate a clear pattern of the dimensions of customer relationship marketing, satisfaction effect built, and several important findings including empirical verification mediating role overall customer satisfaction in the formation of loyalty attributes.
文摘Starting with the interactive factors of relationship, this paper analyzes the interactive feature of relationship marketing within the marketing framework. Based on the interactive model of relationship marketing, this paper puts forward suggestions concerning effective interactive management of relationship marketing from the organization.
文摘The article presents an overview of the literature on customer equity and how customer equity provides an opportunity for marketers to make marketing strategy financially accountable. Traditionally, Return on Investment (ROI) models have been used to evaluate the financial expenditures required by the strategies as well as the financial returns gained by them. However in addition to requiring lengthy longitudinal data, these models also have the disadvantage of not evaluating the effect of the strategies on a firm’s customer equity. The dominance of customer-centered thinking over product-centered thinking calls for a shift from product-based strategies to customer-based strategies. Hence, it is important to evaluate a firm’s marketing strategies in terms of the drivers of its customer equity. The article summarizes a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change.
