...Practice The consumer decision journey Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.” David Court is a director in McKinsey’s Dallas office, Dave Elzinga is a principal in the Chicago office, Susie Mulder is a principal in the Boston office, and Ole Jørgen Vetvik is a principal in the Oslo office. Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase...
Words: 3841 - Pages: 16
...subscribers by not only reducing their tariff rates but also giving attention to the quality of services delivered. In this context the present paper focuses on the customer loyalty and retention in cellular mobile communication. Literature review was carried out covering the theoretical and empirical work on the subject and exploring the relations with service quality. Exploratory interviews were conducted in order to gain practical insights of the subject. Based on the literature review and findings from the interviews, this paper presents a rich research agenda for further research. 1.0 INTRODUCTION T he forces of liberalization and globalization of telecommunication market have pressurized the companies to maintain their market share by focusing on retaining their current customers. They are being increasingly confronted with challenges to attract their subscribers by providing high quality services. With the increase in the cost of acquisition of new customers, cellular mobile companies continually seek new ways to acquire, retain and increase their subscriber base. Thus the ability to retain existing subscribers is increasingly crucial in this industry. In this scenario, the role of customer loyalty and retention becomes critical in...
Words: 4313 - Pages: 18
...The Influence of service delivery to customer satisfaction and loyalty at sand dunes chalao Beach Resort in Thailand. 1 Chapter one 1.1Introduction. Tourism and hospitality industry is one of the largest industry in the world. It contributes 11% of the total world gross product. The driving forces of the industry include public relations and integration of proper marketing strategy. Public relations refers to the ability of an organization to foster a relationship with their consumers. For an organization to impress their clients it must commit to quality service delivery. Quality service ensures client satisfaction (Sasser). Satisfied clients form a fundamental economic efficiency for a firm especially organizations in the hospitality industry. It ensures client loyalty and thus constant business retention for the firm (Viglon.). 1.2 Background of the study. The tourism and hospitality industry is a service industry. It deals with the retail of high end luxuries. The core drive of such an industry is the ability to market its services in abide to attract new clients. Marketing enable the firm to retain old clients too. To ensure continuity of the business the organization must be able to keep the promises it gives to the clients. This is through delivery of quality services. Adoption of suitable marketing strategy also helps the organization to remain relevant in business. To evaluate the levels of satisfaction of customers...
Words: 2803 - Pages: 12
...Information section. Your proposal form will be graded and feedback made available via Moodle. 1. Your Name: | | 2. Programme name and code | 3. Contact Info | | 4. Module name and code | | 5. Name of project supervisor | 6. Title or topic area of proposed study | A critical analysis of customer satisfaction and service quality leads to customer loyalty at Sand Dunes Chaolao Beach Resort, Thailand | 7. What are the aim and objectives of your study? | The sand dunes Beach resort has a standing record of quality service delivery to its customers. The research seek to investigate the influence of service delivery on consumer satisfaction and royalty to the guest in Sand Dunes Chalao beach Hotel in Thailand. This is intended to fill the knowledge gap on how service delivery can lead to retention of business. The research achieves it’s a target through fulfilment of the following objectives. To investigate the level of customer satisfaction * To investigate the level of service quality provided by the hotel * To determine the number of customers who constantly book the hotel * Determine the levels of worker dedication towards delivery of customer services | 8. Brief review of relevant literature and rationale for study: list references of approximately 6 publications that you view to be key publications focusing on your research topic. On this list, include a minimum of 4 key methodology references. This list should be alphabetised and stapled to the...
Words: 2589 - Pages: 11
...| Brand Loyalty and Its Measurement | | Literature review | | Brand Loyalty and Its Measurement | | Literature review | Contents Brand Loyalty 2 Advantages of Brand Loyalty: 3 The Four Pillars of Brand Loyalty Marketing 4 Keep Your Loyal Customers Loyal 4 The Sale Is Not the End of the Marketing Task 4 Branding Policy Is Business Policy 4 Three Dimensional Model of Brand Loyalty 5 Measures of Brand Loyalty 6 Trust-based Commitment model 7 The Multidimensional model 8 Net Promoter Score model 8 Multivariate Analysis of Brand Loyalty 9 Involvement/ Support Model 13 References 14 Brand Loyalty The success of a firm depends largely on its capability to attract consumers towards its brands. In particular, it is critical for the survival of a company to retain its current customers, and to make them loyal to the brand. Firms selling brands with a high rate of loyal consumers have a competitive advantage over other firms. Brand loyal consumers reduce the marketing costs of the firm as the costs of attracting a new customer have been found to be about six times higher than the costs of retaining an old one. Moreover, brand loyal consumers are willing to pay higher prices and are less price-sensitive. Brand loyalty also provides the firm with trade leverage and valuable time to respond to competitive moves. In sum, loyalty to the firm's brands represents a strategic asset which has been identified as a major source of the brands' equity...
Words: 4529 - Pages: 19
...Slide 6- Consumer Behavior includes all the decisions a consumer makes when spending their time and money. The what, why, when, where, and how of consumer purchases are examined in consumer behavior. It is not just individuals, but households, families, and groups that influence the decisions we make. Slide 9- The personal consumer is sometimes called the end user or ultimate consumer. This is you when you go to Best Buy to purchase a new television for your home. The organizational consumer is buying for the organization or to re-sell to the personal consumer. Although both types of consumer entities are important, we will be focusing on the personal consumer throughout these presentations. Slide 10- The marketing concept was developed over time through two other important business orientations called the production and the sales orientation. They will be discussed in more detail on the following slides. Slide 12- During the production orientation, companies wanted efficient production lines to mass produce products for the consumer. Because the demand was higher than the supply, consumers were content to get a product and were not focused on product variation. This was the time that the control was in the hands of the producers who said, “if we make it they will buy it.” Slide 13- There was overproduction during the production orientation, which led to excess product. Although the products were still similar and there was little variation, during the sales...
Words: 1885 - Pages: 8
...Influence of National Culture and Other Forces on Management Control Practices of Bangladesh. Abstract This study attempts to examine the influence of national culture and other forces on management control practices of Bangladesh by applying Schneider and Barsoux 2003 culture/ control profiles and some other alternative theories. A triangulation of research methods are followed for this purpose. Evidence from telephone interviews, researcher’s personal experience and other empirical works are used to validate the ingredients of Schneider and Barsoux control profiles for Asian region and different alternative theories on management control practices of Bangladesh. Empirical works from other scholars also suggest that several forces like institutional pressure, ecopolitical conditions and history etc. are more influential than culture in directing the course of management control practices in Bangladesh. The major limitation of this study is its usage of limited data sets. The findings will be useful in understanding different forces that are shaping management control practices in a transitional economy, Bangladesh. 1 1.0 Introduction Previous researches (Hofstede 1991; Schneider and Barsoux, 2003) confirm that management control is practiced differently in different parts of the world and the development of national management practices is a function of its environmental factors. Although it is hoped that globalization, technological development and improved methods...
Words: 8404 - Pages: 34
...Freud was born to Jewish Galician parents in the Moravian town of Příbor (German: Freiberg in Mähren), Austrian Empire, now part of the Czech Republic, the first of their eight children.[10] His father, Jakob Freud (1815–1896), a wool merchant, had two sons, Emanuel (1833–1914) and Philipp (1836–1911), from his first marriage. Jakob's family were Hasidic Jews, and though Jakob himself had moved away from the tradition, he came to be known for his Torah study. He and Freud's mother, Amalia (née Nathansohn), 20 years her husband's junior and his third wife, were married by Rabbi Isaac Noah Mannheimer on 29 July 1855. They were struggling financially and living in a rented room, in a locksmith's house at Schlossergasse 117 when their son Sigmund was born.[11] He was born with a caul, which his mother saw as a positive omen for the boy's future.[12] In 1859 the Freud family left Freiberg. Freud’s half brothers immigrated to Manchester, England, parting him from the “inseparable” playmate of his early childhood, Emanuel’s son, John.[13] Jacob Freud took his wife and two children (Freud's sister, Anna, was born in 1858; a brother, Julius, had died in infancy) firstly to Leipzig and then in 1860 to Vienna where four sisters (Rosa, Marie, Adolfine and Paula) and a brother (Alexander) were born. In 1865, the nine-year-old Freud entered the Leopoldstädter Kommunal-Realgymnasium, a prominent high school. He proved an outstanding pupil and graduated from the Matura in 1873 with honors...
Words: 3826 - Pages: 16
...EFFECT OF TAINING AND DEVELOPMENT ON EMPLOYEE PRODUCTIVITY AKOR EMMANUEL NSU/ADM//MSC/BUS/946/12/13 NASARAWA STATE UNIVERSIRTY KEFFI M.Sc Business administration emmisis2000@yahoo.com 08036200664 Abstract In the dynamics of today business world, for any organization to be successful, it depends on quality of its employees. If employees are taken good care, the performance, efficiency and productivity level increase. Doing Business all over the world is very challenging. Organizational productivity and revenue growth are challenge by Internal and external operating environmental factors ,to survive in profitable way in the highly challenging and competitive global market economy, all the factor of Employee Retention and Production - machine, materials & men, – should be managed in an impressive way. Among the factors of production the human resource constitutes the biggest challenge because unlike other inputs employee management calls for accomplished handling of thoughts, feelings and emotion. High productivity is a long-term benefit of Training and development of the Employee. Trained and Developed employee is a valuable asset which delivers huge value to the Organization in maintaining and strengthening its business and revenue growth. This study tries to look at the effect of training and development on employee Productivity. The...
Words: 4855 - Pages: 20
...Acknowledgement We would like to recall with gratitude, the tremendous support and encouragement, which we received from our honourable faculty Mr. Nurul Hasan Khan. As an Instructor and Advisor to the report,he made critical reviews of our work as we progress through each stage, provided valuable insights and academic training to improve the quality of the work. We are grateful for his stimulating guidance and encouragement during the period of preparation this project. Without his guidance, this would simply not have been possible. We would also like to thank the manager(please include name) of Mainland Chine for their suppoer in conducting this research Executive Summary Table of Content Part 1 Introduction Company Profile Basic information Mainland China, located in Uttara, Dhaka, is an outlet of the international Chinese restaurant chain owned by Speciality Group based in Kolkata, India. The Dhaka outlet is the chain's first international restaurant outside India, it is their first revolving one and the first such one to be at the topmost floor of a 14-storied high-rise. The other concerns of Speciality Group are Sigri, Oh! Calcutta, Flame and Grill, Machaan--all serving different cuisines. Geographical terriotory: Currently Mainland China boasts 41 other outlets throughout India in cities like Mumbai, Kolkata, Chennai, Bangalore and so on. In Bangladesh, The chain plans to open operation in Gulshan, banana and Chittagong soon. Background: ...
Words: 3623 - Pages: 15
...Chapter 1: Introduction This project is undertaken to find out the pre-purchase and post-purchase behaviour of iPod users in the consumer market. Consumer behaviour includes the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. The pre-purchase behaviour is determined by the expectation a customer develops in his/her mind before purchasing a product. Pre-purchase behaviour depends on various factors like 1) Financial stability of the customer 2) Reach by material which may be competition from the products of the same range like mobile, digital camera or by people, basically the peer factor.3) Advertisement 4) Competitive Advantage 5) Past experience buying from the seller. Post-Purchase behaviour is defined when after purchasing a product, the customer compares the product with the expectations he had developed in his mind about the product before buying, whether he is satisfied or unsatisfied with the product. Satisfaction or unsatisfaction affects consumer value perception. Post-purchase behaviour depends on various factors like 1) Easy to handle 2) Lack of Performance 3) Frequency of use. The six stages of consumer buying process will be included in determining the post-purchase behaviour of iPod. They are 1) Need Recognition 2) Information Search 3) Evaluation of Alternatives 4) Purchase Decision 5) Purchase 6) Post Purchase behaviour. 1.1 What is iPod iPod is a...
Words: 17535 - Pages: 71
...© Kamla-Raj 2009 Anthropologist, 11(4): 281-292 (2009) Political Corruption in Nigeria: Theoretical Perspectives and Some Explanations Ilufoye Sarafa Ogundiya Department of Political Science, Usmanu Danfodiyo University, Sokoto,Sokoto State, Private Mail Bag 2346, Post Code 840001, Nigeria Mobile Phone: +234 8036059225, +234 8053426560; E-mail: oisarafa@yahoo.com KEYWORDS Ethnicity. Prebendalism. Patrimonialism. Clientelism. Democratic Instability. Corruption ABSTRACT Corruption has been the bane of legitimacy, democratic stability and socio-economic and political development in Nigeria. Indeed, any attempt to understand the tragedy of development and the challenges to democracy in Nigeria must come to grips with the problem of corruption and stupendous wastage of scarce resources. All attempts by successive regimes to nip the problem in the bud have failed. With the benefit of hindsight, virtually all the Nigerian leaders who have come in as physicians have left office as patients. What factors precipitate political corruption and why has corruption become endemic and intractable in Nigeria? The paper interrogates corruption in Nigeria through the prisms of Clientelism, Prebendalism, Patrimonialism, Neopatrimonialism, Soft State thesis and the theory of Two Publics. The article contends that these theories for a very long time have not only provided credible theoretical frameworks for the understanding of the development tragedy in Africa in general but also of the pandemic...
Words: 8603 - Pages: 35
..._______________________________________________________________ _______________________________________________________________ Report Information from ProQuest March 23 2015 10:24 _______________________________________________________________ 23 March 2015 ProQuest Table of contents 1. Linkages between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian Context............................................................................................................................................ 23 March 2015 ii 1 ProQuest Document 1 of 1 Linkages between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian Context Author: Kumar, Ramesh; Luthra, Amit; Datta, Gaurav ProQuest document link Abstract: There are two topical areas, which are of interest to marketers - brand personality and brand loyalty. Brand associations/brand personality and brand loyalty may be associated with one another and may have important implications for marketers. There is a gap in the literature on how each relates to the other and this study attempts to linkages between the two in both consumable and durable categories. The study uses a focus group among the buyers of toothpastes and cars, and suggests a framework linking brand loyalty and brand personality after qualitatively analyzing the responses obtained from the focus group. This would enable marketers in an emerging...
Words: 10185 - Pages: 41
...European Journal of Economics, Finance and Administrative Sciences ISSN 1450-2887 Issue 17 (2009) © EuroJournals, Inc. 2009 http://www.eurojournals.com A Synthesis of the Critical Factors Affecting Performance of the Nigerian Banking System Godwin Chigozie Okpara Department of Banking and Finance, Abia State University, Uturu E-mail godgozie@yahoo.com Abstract This paper is set out to determine the factors impacting most on the performance of the banking system in Nigeria. To do this, factor analysis technique was used on the factors identified by the collaborative study of the CBN/NDIC. The result revealed that factors such as undue interference from board members, political crises, undercapitalization and fraudulent practices are the most critical factors inhibiting the efficient performance of the Nigerian financial institutions. The author therefore contends that the just concluded N25billion recapitalization exercise of the central bank was a necessary but not a sufficient measure in the right direction. The sufficient measure must be one that controls all the identified critical factors at the same time. 1.0. Introduction Banks in most economies are the principal depositories of the public's financial savings, the nerve centre of the payment system, the vessel endowed with the ability of money creation and allocation of financial resources and conduit through which monetary and credit policies are implemented. The success of monetary policy, to a large extent, depends...
Words: 5506 - Pages: 23
...Executive Summary Originally, data and information was intensively collected manually and periodically due to the volume. With the help of information systems, such intensive manual labor in my opinion is now almost a thing of the past. This is not to say that there are still no data or information that will need to be gathered manually. In this information age of ours, a period when information is power, technology is such an important part of most organizations. The use of technology is not only limited to technology companies to operate effectively as almost all organizations; small and large, struggles with the management of information systems on a daily basis in one way or another. Management information system is “both a business discipline that deals with the use of information technology—or computers, computer technology, or simply technology—and an academic field of study” (http://highered.mcgraw-hill.com/). With the amount of information in existence today, Information systems have become a part of us. An information management system provides information that is necessary to the effective and efficient management of an organization, its activities and its people. Managers and senior level management must be able to first understand their organization before they can decide which information system will best suit their purpose and help in the achievement of their organizational goals and objectives. This means that information systems obtained in...
Words: 5670 - Pages: 23
