Customer Satisfaction
Title : Establishing profitable customer loyalty for multinational companies in emerging economies
Reference
Bowen, John T. and Shiang-Lih Chen (2001), “The Relationship
Between Customer Loyalty and Customer Satisfaction,” International
Journal of Contemporary Hospitality Management,
13 (5), 213–17.
Research Problem : establishment of “profitable customer loyalty”
Problem Analysis : Inspite of investing time resource and finance there is no guarantee of sucesss.
RELATED RESEARCH AND MOTIVATION
Traditionally, studies have classified customer loyalty on two aspects: behavior and attitudes studies conclude that companies should focus on building both behavioral and attitudinal loyalty simultaneously, to achieve “true” loyalty.
Variables
Customer-Specific Attitudinal and Behavioral charecteristics
Variables
Marketing-Mix Variables
It includes Product, Promotion and advertising, Price, Service quality Service quality, distribution, Sales and sales force and Social media
Moderating Variables It includes Culture of country, Country, infrastructure, Political/legal environment, Regional biases Market structure
Methods :
Adaptability: Adapt to a market as per the taste likes and dislikes of the Market, depending on various factors such as quality, price etc
standardization. follow standardization strategies keeping in mind strength and form of the relationships between marketing-mix elements, market structure, competition, and business process in a newly entered market resembles a market in which the MNC is already operating
contingency wherein standardization and adaptation are viewed as the two ends of the same continuum, and the degree of the firm’s marketing strategy standardization/adaptation can range between them
Findings 1) presence of a significantly larger middle-class population with a higher per capita income, 2) higher levels of disposable income, 3) wider selection of
Reference
Bowen, John T. and Shiang-Lih Chen (2001), “The Relationship
Between Customer Loyalty and Customer Satisfaction,” International
Journal of Contemporary Hospitality Management,
13 (5), 213–17.
Research Problem : establishment of “profitable customer loyalty”
Problem Analysis : Inspite of investing time resource and finance there is no guarantee of sucesss.
RELATED RESEARCH AND MOTIVATION
Traditionally, studies have classified customer loyalty on two aspects: behavior and attitudes studies conclude that companies should focus on building both behavioral and attitudinal loyalty simultaneously, to achieve “true” loyalty.
Variables
Customer-Specific Attitudinal and Behavioral charecteristics
Variables
Marketing-Mix Variables
It includes Product, Promotion and advertising, Price, Service quality Service quality, distribution, Sales and sales force and Social media
Moderating Variables It includes Culture of country, Country, infrastructure, Political/legal environment, Regional biases Market structure
Methods :
Adaptability: Adapt to a market as per the taste likes and dislikes of the Market, depending on various factors such as quality, price etc
standardization. follow standardization strategies keeping in mind strength and form of the relationships between marketing-mix elements, market structure, competition, and business process in a newly entered market resembles a market in which the MNC is already operating
contingency wherein standardization and adaptation are viewed as the two ends of the same continuum, and the degree of the firm’s marketing strategy standardization/adaptation can range between them
Findings 1) presence of a significantly larger middle-class population with a higher per capita income, 2) higher levels of disposable income, 3) wider selection of