The relationship between service marketing mix, service quality, service value and customer satisfaction in commercial car parking facilities

The role of car park facilities in economic activities, properties market and human life is imperative. The population growth and vehicle possession in tandem with the rapid development of building construction to support commercial activities in cities with scarcity of parking space, have been well identified and have become a major concern in Malaysia. This phenomenon has raised several issues that affect the satisfaction of the Malaysian public as users of car park facilities. One of the recommended solutions was to have excellent parking services but why the Malaysian public is still not satisfied with how car park facilities are being managed is a puzzle. Based on the problem statement, this study focused on the relationships between service marketing mix, service quality, service value, and customer satisfaction of commercial car parking facilities in Malaysia. The study’s research framework was supported by the Stimulus-Organism-Response theory. Three of the four main constructs namely service marketing mix, service quality and service value were conceptualised as second order construct and assessed via the reflective-formative approach. Customer satisfaction which acted as a dependent variable was measured reflectively through six multi items. All the items in the study’s variables were assessed using the 7-point Likert scale. Data was derived from 182 car park customers who subscribed to monthly season passes from selected private offices in the Klang Valley. The response rate of 23%, was analysed using the SPSS and the SmartPLS software. This study found that the priority of mix elements were varied through the non-parametric Friedman Test and all direct relationships between service marketing mix, service quality, service value and customer satisfaction were found significant through the PLS-SEM methodology. Four indirect effect hypotheses to examine the role of service quality and service value as mediators were accepted as partial mediation. The study findings were discussed thoroughly and concluded with a discussion on the implications, the limitation of the study and recommendations for future study

Export performance of Ghanaian firms in the agricultural, handicraft and manufacturing industries

Studies involving the export performance of firms in emerging economies, particularly in Sub-Saharan African countries, are underrepresented in the existing literature which takes a typically developed country perspective. The objective of this study is to investigate how the interplay between certain internal resources and capabilities and their interaction with the external environment contribute to export performance of internationalising firms in the agricultural, handicraft and manufacturing industries in Ghana. The study contributes specifically to the export performance literature that has featured in international business, international entrepreneurship and international marketing. This research employed the resource-based view as the underpinning theory to examine the internal and external characteristics of the firm to identify what determines export success for firms in these industries. The study applied a mixed method approach using quantitative and qualitative techniques. The data for this study consists of 116 questionnaire survey and 18 semi-structured interviews conducted with key informants in the three industries in Ghana. Quantitative data analysis applied PLS-SEM and content analysis was undertaken to develop interview themes for the qualitative study. The study found that product and place (distribution) were the most adapted export marketing mix strategies (out of the 4Ps that are a fundamental aspect of the marketing literature) for the firms, with promotion and price highlighted as the least adapted strategies. The relationship between international experience, export commitment, export marketing mix strategy (4Ps), and export performance were supported across the models. Export commitment, place, product and foreign market attractiveness emerged as strong antecedents of export performance in the study. Drawing from resource based view of the firm, the study makes three key contribution to the export performance literature. First, it explains how exports market mix strategy transforms the impact of international experience, export commitment and export promotion programs on export performance. Secondly, it establishes moderating effects of foreign market attractiveness on the association between export marketing mix strategy and export performance. Lastly, the study provides enhanced understanding of key determinants of export performance for exporting firms in Ghana. This research responds to the call for advancing theory in Africa. The study further provides recommendations for public policy makers and managers to improve their export development programmes in Ghana and Sub-Saharan Africa

When and how managerial ties and institutional distance matters for export venture performance in a digital age : an emerging market perspective : a thesis presented in fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Albany, New Zealand

Despite the recent research on export performance, research is still unclear about what and how drives export performance in the digital age, especially for firms from emerging markets. Given the unprecedented and rapid environmental changes globally, exporting firms from emerging markets have encountered serious strategic issues. To overcome the challenges caused by cross-market institutional environment distance, social networking theory suggests that emerging market export firms need to rely on different managerial ties (host market business and political ties, home market ties and intrafirm ties) when conducting business in foreign host markets. Drawing on resource integration and innovation, social networking theory, digital technology, social media, institutional theory and export venture performance literature, in this thesis I have developed a series of conceptual models that have addressed the key research gaps in the extant literature. This thesis consists of three papers. Paper 1 is a conceptual study that outlines the contingent role of managerial ties in the resource integration-export venture innovation framework concerning emerging market export ventures. Paper 1 provides a platform for further empirical exploration, in relation to resource integration, managerial ties and export venture innovation. In Paper 2, I explore and examine the contingent effect of managerial ties in the digital market technology-export venture performance framework. In Paper 3, I further uncover the contingent effect of the institutional environment in the social media platform-export venture performance framework. The studies in Papers 2 and 3 are conducted based on the empirical evidence of 251 Chinese manufacturing firms’ export ventures. The results suggest that digital marketing technology has a direct impact on export venture economic and channel performance. In Paper 2, it is found that host market managerial ties (business and political) can positively impact the effect of digital marketing technology on export venture performance, whereas home market managerial ties either have no impact or have a negative contingent effect on digital marketing technology-export venture performance conceptualisation. In Paper 3, my research findings confirm that a firm’s social media platform has a direct and significant effect on export venture economic and channel performance. The institutional environment has both dark and bright side effects in the social media platform-export venture performance framework. Collectively my empirical research offers substantial new and novel insights into social networking theory, institutional theory, digital marketing technology, social media platform, and export venture literature. The outcomes of my research also provide insightful managerial implications for export ventures, especially for those from the emerging markets operating in foreign host markets

The role of content marketing on the vehicle insurance industry

Rapid technological progress has transformed the communication process, specifically the consumption and distribution of information. Through technological progress, the world has become a smaller place by bridging the gap between individuals and bringing them together. From a marketing perceptive, this has resulted in the Internet becoming one of the most significant sources of information for both consumers and marketing practitioners. With immeasurable access to information, consumers specifically have been empowered as they can search for the best and lowest products or services. The objective of this study is to analyse Content Marketing, and explore its application in the vehicle insurance industry in South Africa. This study proposes that Content Marketing, as a marketing trend, impacts the vehicle insurance purchase decision-making process. More precisely, in the South African context, vehicle insurers already make use of firm-generated content (FGC), using an emotional trigger to encourage consumers to purchase insurance. Using a questionnaire, data was collected from 192 insurance consumers residing in South Africa. The study tested ten hypotheses using PLS- SEM and the data was analysed using SmartPLS software. The results indicate that eight of the ten hypotheses are supported. The results also demonstrated that FGC, moderated by the emotional trigger ‘fear', has an impact on the vehicle insurance purchase process. Furthermore, consumers are more receptive to marketing communication through storytelling. Due to the shift from traditional marketing, the ability for organisations to communicate something valuable to consumers presents an opportunity to create a strong brand positioning. MiWay's “Your silence is our signal” online video served as the research object and was used as a practical example for the research participants, exposing them to insurance FGC. Therefore, it is imperative for marketing practitioners to adopt a marketing approach that underlines the importance of content generation and communication that is in line with the organisations overall brand positioning. They need to modify their marketing strategies to incorporate online and social media platforms in order to distribute online content that is both beneficial and relevant to consumers. Based on the insights generated from this study, the research aims to amplify existing scientific literature relating to Content Marketing and to contribute knowledge in the clarification of Content Marketing in the body of knowledge

Global Business Strategy: Multinational Corporations Venturing into Emerging Markets

Emerging Markets/Globalization; Innovation/Technology Management; Business Strategy/Leadership; International Economics; Operations Managemen

Marketing Strategies for Automotive Dealerships in Grenada

AbstractSome executive-level automotive dealership managers in Grenada lack successful marketing strategies to sell new U.S. or Japanese vehicles to increase dealership profits. Executive-level automotive dealership managers are concerned about how dealership marketing strategies can negatively impact the business’s bottom line. Grounded in the segmentation, targeting, and positioning model, the purpose of this qualitative multiple-case study was to explore the successful marketing strategies four executive-level dealership managers used to sell U.S. or Japanese vehicles to increase profit in the southern region of Grenada. Yin’s 5-step thematic analysis of semistructured interviews and company documents derived four themes: customer retention, product branding, media promotional strategy, and after-sales service. A key recommendation for the executive-level automotive dealership manager is to implement two-way communication with customers to maintain good customer relationships. The implications for positive social change include the potential for marketing strategies that promote company sustainability that could result in improved satisfaction of employees and enhanced lifestyles of their families and communities

Marketing strategy for eco-apparel

The purpose of this research is to identify the marketing barriers of eco-apparel products and to develop a marketing strategy framework that can be employed by eco-apparel companies in the process of devising marketing tactics to overcome the marketing barriers. The overall research design is qualitative, using both thematic as well as content analysis methods for data analysis. The data were collected through 24 qualitative interviews and 12 technical reports on eco-apparel and conventional apparel. The research found that dull and monotonous products, improper labelling with substandard certification, unsuitable fitting, unfashionable and unstylish products, lack of warranties, exclusive distribution, healthiness and environmental friendliness, fair wages, disposal and recyclability, low branding, consumer ignorance, and premium pricing are marketing barriers to eco-apparel acquisition. The findings suggest that eco-apparel companies need to eliminate improper labelling that uses substandard certification and to eliminate exclusive distribution. They also need to raise intensity of distribution, widen the range of products; raise consumers’ awareness of the value of fair wages and of the value of disposability, recyclability, healthiness and environmental friendliness; promote durability, and comfort of fabric, reduce the price of their products; and reduce consumer ignorance about eco-apparel products. The companies should add warranties to their products and create more colour, suitable fitting, fashionable and stylish products, as well as make use of branding. The theoretical contribution of this research is the development of a marketing strategy framework for eco-apparel using the Strategy Canvas and Four Actions Framework (Kim & Mauborgne 2015). Marketing practitioners can use the outcomes of this research as basic premises for the design of their marketing tactics. The limitation of this research is that all research interview participants were from one country, Australia. In future, the scope of this research can be expanded to international markets

RELATIONSHIP MARKETING MODEL FOR HAIR SALONS IN THE FREE STATE PROVINCE

Published ThesisThe increasing rate of the establishment of hair salons in the Free State province has led to fierce competition in hair salons’ businesses. With increased competition, it is hoped that a framework to support competitive activities that meet and exceed customer preferences and requirements could be helpful. This study develops and presents relationship marketing framework that provides support for hair salons competitiveness and growth. The study applied both qualitative and quantitative research method. The quantitative phase used survey data collection method, to collect data from 145 respondents, randomly selected owner/managers of hair salons and customers from Bloemfontein in the Free State Province of South Africa. These responses were supported with personal interview (i.e. qualitative) to improve generalizability of research finding. The empirical findings show evidence of lack of awareness and importance of relationship marketing activities in the hair salons for competitiveness. Despite the lack of awareness, a positive relationship between relationship marketing framework and hair salon competitiveness and growth was found. The relationship marketing model adopted would provide strategic support and adequate information on small business performance which would prove useful for their marketing planning

Sustainability drivers and practices in Vietnamese manufacturing: a multiple-case study through the lens of the Sustainability Marketing Mix

The present rate and extent of the Southeast Asia region\u27s economic expansion, social disintegration, and environmental destruction necessitate additional academic research and industry action. The importance of exploring the Marketing function in the pursuit of sustainable development (SD) by the private sector has called for the discipline’s innovative ideas to address pressure from stakeholders not only on firms’ economic, but also social and environmental performance. Emerging economies, such as Vietnam, present dilemmas since rapid mass economic development aimed at lifting standards of living creates serious threats to social imbalance and environmental health. Although businesses in Vietnam have been increasingly recognising their role in contributing to SD, little is known about the driving forces of sustainability initiatives in Vietnamese manufacturing firms, and how they integrate sustainability practices from the marketing’s viewpoint via its ten controllable elements designed for the purpose of achieving SD- the Sustainability Marketing Mix (SMM) which is an extension of the classic ‘4Ps’. The research aims to have a novel and timely contribution to the literature of the Marketing discipline and assist managers to improve their sustainability performance