180 research outputs found
Liberating the modern Chinese football fan: a theoretical perspective
The cultural and philosophical heritage of modernism underpinning general marketing
management theory imparts profound implications for organisations operating in professional sport. This theoretical paper uses the context of Chinaâs professional football industry to argue that marketing may benefit from a more postmodern approach to marketing management
Fast-food advertising in social media. A case study on Facebook in Egypt
The purpose of this paper is to explore the factors that affect young Egyptian consumers' attitudes towards fast-food advertising in Facebook which is considered the most widely used social media network. 4 focus groups were conducted with young consumers from 2 Egyptian cities. Content analysis was applied for the Egyptian fast-food Facebook fan pages with the aid of the NVivo software. The findings of this exploratory study have shown that young consumers are accepting the idea of fast food advertising in Facebook. Moreover, the research provides a framework for the factors that lead to consumers' engagement with the advertisements on Facebook. With the increase in the popularity of social media websites among the young generation, fast-food marketers find it a more effective medium for advertising for their chains among that segment. The research provides insights for marketers to make their advertisements more effective on Facebook.
The participants in the focus groups were young consumers in Egypt. It would be useful to expand the sample and conduct the research in other developing and developed countries with more consumers from other age groups. Consumer attitude towards advertising as a topic generates interest from academics and practitioners in looking at analysis of the effectiveness and success of advertisements in social media. Therefore this research adds value in that, so far, there is very little academic literature on this particular topic examining young Egyptian consumers' attitudes towards fast-food advertising in Facebook
Myopia, customer returns and the theory of planned behaviour
As a prevalent and growing form of customer behaviour, deshopping is on the
rise. Retailers' focus on good customer service and the offering of lenient
returns polices has led to the growth in this fraudulent behaviour of customers
in returning goods. This paper considers retailer myopia in the context of
dishonest customer returns, applying the Theory of Planned Behaviour (TPB) using
a quantitative questionnaire with 535 female consumers. The findings highlight
the extent of the behaviour with 50% admitting to partaking in deshopping. The
TPB variables can be utilised to manage and prevent deshopping. The results
indicate that currently these customers perceive it to be easy to deshop as
there are no consequences with the result that such behaviour continues to grow.
If retailers were less myopic they would monitor returns more thoroughly and
make it less easy for such customers to get away with undesirable deshopping
behaviour. The paper makes recommendations for retailers to manage or alter
perceived behavioural characteristics for customers, which in turn, would reduce
tendencies for dishonesty in customers returning goods for refunds. Retail
myopia is evident with deshopping behaviour with consequences for retailers in
time, effort and costs
Customer relationship management for brand commitment and brand loyalty
This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector. Methodology: the positivist quantitative survey approach was used to collect primary for this research. Simple random sampling was used to select 250 customers of Nigerian deposit accepting banks. Findings: the study found that CRM strategy impacts positively on banksâcustomers brand commitment and loyalty behaviours. However, continuance loyalty weighted highly positive on customer advocacy behaviour than affective loyalty. Conclusions: the study concluded that customer relationship management strategy helps in winning customers brand commitment and loyalty. Thus, continuance factors are suitable for predicting advocacy intentions of customers of Nigerian banks. Recommendations: the study recommended for strategic policy makers in the Nigeria financial sector to improve on their firmsâ CRM infrastructure in order to continually meet customersâ expectations.
KEYWORDS: Customer relationship management, customer advocacy, brand commitment, loyalt
Customer Relationship Management and Service Quality: Influences in Higher Education
This study with international students in the UK Higher Education (HE) sector adopts a qualitative research approach to examine the impact of customer relationship management (CRM) and service quality. From the literature six construct themes for measuring customer relationship management were suggested and the interview data with focus groups from a university in the north of Britain were analysed using a thematic template analysis technique. The study showed that an effective CRM programme to improve service quality has the ability of inducing positive advocacy behaviour from its international students. The paper makes a recommendation for policy makers in the higher education sector to embrace investment in CRM
Businesses and mobile social media capability
Purpose: Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices is becoming the locomotive that drives forward evolution of the online world. a limited number of academic studies touched upon the MSM subject with all the papers being of a conceptual nature to provide recommendations to B2B firms. This paper aims to explore how B2B firms use MSM in reality.
Methodology: This paper adopts the grounded theory approach to analyse interviews conducted in twenty-six B2B firms representing the UK advertising and marketing sector. Interviewees represent key decision-makers who understand the aspects of mobile technology use in their firms. Eighteen firms stressed the importance of social media as a trigger to adopt mobile devices. Follow-up data collection in these eighteen firms focuses on strategic orientation, processes, routines and skills required utilising MSM.
Findings: We found that marketing and advertising firms use MSM for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firmsâ competitiveness, where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skillsâ interactions.
Originality: This study is amongst the first to provide insights into B2B firmsâ practices of using MSM. Additionally, the research is novel because it discovers that MSM capability is developed as a result of the overlap between individualsâ and organisational knowledge and memory, contradicting existing theory on the subject
e-Consumer Behaviour
Purpose â The primary purpose of this article is to bring together apparently disparate and yet
interconnected strands of research and present an integrated model of e-consumer behaviour. It
has a secondary objective of stimulating more research in areas identified as still being underexplored.
Design/methodology/approach â The paper is discursive, based on analysis and synthesis of econsumer
literature.
Findings â Despite a broad spectrum of disciplines that investigate e-consumer behaviour and
despite this special issue in the area of marketing, there are still areas open for research into econsumer
behaviour in marketing, for example the role of image, trust and e-interactivity. The
paper develops a model to explain e-consumer behaviour.
Research limitations/implications â As a conceptual paper, this study is limited to literature and
prior empirical research. It offers the benefit of new research directions for e-retailers in
understanding and satisfying e-consumers. The paper provides researchers with a proposed
integrated model of e-consumer behaviour.
Originality/value â The value of the paper lies in linking a significant body of literature within a
unifying theoretical framework and the identification of under-researched areas of e-consumer
behaviour in a marketing context
Customer Relationship Management and Service Quality: a qualitative study
This study examined customer relationship management effectiveness and Service quality on international customers in a single University in the UK higher education sector. We adopted the qualitative research design with focus group interview approach. Focus group discussions were carried out with twelve purposively sample units of analysis from the case University. The study primary data was analysed using thematic template technique with Nvivo 10. The study found that the CRM programme of the case University is effective following the various studentsâ oriented social and academic programs. Findings also showed that its CRM program influenced international studentsâ satisfaction and positive advocacy behaviour. The study found six emerging themes for evaluating customer relationship management effectiveness in the higher education sector. Thus, recommended the need for strategic policy makers in the higher education sector to enhance investments on building stronger customer relationship management infrastructure.KEYWORDS: Customer Relationship Management, Service Quality, Qualitative Stud
A commentary on social & experiential (e-)retailing and (e-)shopping deserts
Purpose â The last ten years have seen a gradual withdrawal of retail facilities from
many local areas and the consequent growth of âshopping desertsâ, resulting in social
and health disbenefits. This paper examines the potential for e-shopping to fill the
vacuum and to assist disadvantaged shoppers.
Design/methodology/approach â The paper uses prior published research to
comment on the extent to which e-retailing may be the shopping solution of the
future?
Findings â The Internet has limited potential to compensate for shopping deserts, as
consumers who do not have a good range of physical shops within walking distance
also tend to lack access to the Internet.
Research limitations/implications â The paper is based solely on prior research. The
authors recommend action research that may hopefully help excluded shoppers to
become more included by addressing the problems of access to e-shopping.
Practical implications â Government, service providers and e-retailers are may
consider interventions such as subsidised Internet access, training and the provision of
e-cash.
Originality/value â The paper links research from diverse fields relating to shopping
deserts, the digital divide, health, wellbeing, social and experiential aspects of (e-)shopping
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