The Association of Business Executives QCF Marketing Policy‚ Planning and Communication 1 December 2011‚ Afternoon 1. 2. Time allowed: 3 hours. 5MPPC1211 Read the instructions at the top of each section carefully. The number of questions you have to answer is marked clearly at the top of each section. Do not answer more questions than instructed. The number of marks per question may vary. Marks for subdivisions of questions and the total marks for each question are shown in brackets after
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1.0 Introduction The term “customer loyalty” is indisputably one of the most widely studied subjects by researchers in the world‚ intensively evolving over the years. According to past reviews‚ loyalty has been defined as a repeat purchase that is a result of a preference‚ attitude or market share. However‚ according to Uncles‚ Dowling and Hammond’s (2003) review of literature‚ there is no universally agreed definition (Jacoby and Chestnut‚ 1978; Dick and Basu‚ 1994; Oliver‚ 1999). Therefore‚
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based on its targeted market to establish a marketing strategy‚ which means to satisfy targeted customer value in economic‚ functional and psychological. What customer value mean can be the overall assessment of the product’s utility of the consumer (Zeithaml‚ 1988)‚ and the comparison between the Customer’s perceived benefits and Customer’s resources used. Customer value can be the critical to companies and was emphasized as perceived value by important research and theoretical development (Holbrook
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Bromsgrove‚ Worcs‚ UK. Nitecki‚ A Oliver‚ R.L. (1999). When customer loyalty. Journal of Marketing‚ 63‚ 33-44. Padraig Collins‚ "Australia Will Be First Country to Ban Logos on Cigarette Packets." The Irish Times‚ March 24‚ 2010 Parasuraman‚ A.‚ Zeithaml‚ Valerie A Reichheld‚ F.F. (1996)‚ The Loyalty Effect: The Hidden Force behind Growth‚ Profits‚ and Lasting Value‚ Harvard Business School Press‚ Boston‚ MA. Raj‚ S Schneider‚ B. & Bowen‚ D. (1985) “Employee and customer perceptions of services
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relationship management success and organizational change; available 21. Yee‚R.‚ Yeung‚ A. & Edwin Cheng‚ T.‚ (2009)‚ “An empirical study of employee loyalty‚ service quality and firm performance in the service industry”‚ Marketing Research‚20. 22. Zeithaml‚ V. A. (1998). Consumer perceptions of price‚ quality and value: A means-end model and synthesis of evidence
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training Management Development Review‚ 1997‚ Vol. 10 Iss: 4 pp: 151 – 153‚ accessed 30/08/2012‚ Emerald. Scheuing‚ E 1989 ‘Conducting Customer Service Audits’‚ Journal of Services Marketing‚ Vol. 3 Iss: 3‚ pp.35 – 41‚ accessed 30/08/2012 Emerald Zeithaml‚ V A 2013‚ Service Marketing: Integrating Customer Focus Across the Firm‚ McGraw-Hill‚ New York.
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Introduction: GrameenPhone is a dynamic and leading countrywide GSM communication solutions provider. It is a joint venture company between Telenor and Grameen. Grameenphone Ltd.‚ the largest telecommunications service provider in Bangladesh‚ received its operating license in November 1996 and started its service from March 26‚ 1997. Now‚ after 13years of successful operations‚ Grameenphone is the largest mobile phone service provider in Bangladesh‚ with more than 28 million subscribers as of November
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in e-service design (working paper no. 03-04‚ retrieved august 2004 from http://fic.Wharton.Upenn.Edu/fic/papers/03/0304.Pdf). Zeithaml‚ V. A. (1988). Consumer perceptions of price‚ quality‚ and value: A means-end model and synthesis of evidence. Journal of Marketing‚ 52(3)‚ 2-22. Zeithaml‚ V. A.‚ & Bitner‚ M. J. (1996). Services marketing. New York‚ NY: McGrawHill. Zeithaml‚ V. A.‚ Parasuraman‚ A.‚ & Berry‚ L. (1990). Delivering quality service: Balancing customer perceptions and expectations. New
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have turned to is increasing the number of employees during popular times. Others may try to attract customers during slower times by offering promotions. Many have started taking reservations‚ yet they still fall behind when providing services. Zeithaml & Bitner (2002) have found that "...service strategies‚ implemented appropriately‚ can be very profitable." By doing this project‚ I hope to create a service strategy that can boost customer satisfaction and increase profits. I thought of the Smart
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figure 2) Figure 3: Categories of innovation (Roger‚ 1995) cited by (Baine et al‚ 2008: 94) Consumers use price as a method of judging a products quality and advantage‚ there is a positive correlation between price and perceived product quality (Zeithaml‚ 1988: 10) Baines‚ P.‚ Fill‚ C. And Page‚ K. (2008) Marketing. Oxford. Oxford university press. BETA. (2006) National equestrian survey. United Kingdom. Sportswise Ltd. pp 1-21 Birgelen‚ M.‚ Ruyter‚ K.‚ Jong‚ A and Wetzel‚ M Brassington‚ F. And Pettitt
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