...IMC and Customer Satisfaction Katherine Clay Marketing Management May 28, 2012 Dr. Eva M. Ananiewicz Strayer University Abstract This paper will discuss the IMC (Integrated Marketing Communication) and Customer Satisfaction. The paper will also deal with advertising strategies and the correlation with our marketing goals and the effectiveness of the advertisement utilized. We will also look at promotional strategies utilized in addition to the advertisement. The paper will measure customer satisfaction regarding our product/service(s) that we provide in addition to determining how gaps in customer expectations and experiences need addressing. Advertising Strategy Alignment with Marketing Goals Our advertising strategy is geared toward consumers/customers who have a need for our product/services either short term or long term. The marketing goal has always been to deliver quality products/services to our customer. Our main activity is renting items to consumers who have a need, whether the item is a PC, furniture, entertainment system, moving truck, or appliance/furniture dolly. The need can be long term if a theft of the PC or lap top has occurred or it can be a short-term rental due to repair or intent to own the product. Both item and need deals with behavior of consumers and often the goal is repeat business, loyalty to the product and service offered. Determining Advertising Effectiveness ...
Words: 1195 - Pages: 5
...recommendations. They do not need become extraordinary and talented but are often visible and getting caught by the eyes of top management. This situation makes many talented people inside the organization hide their presence, like a big fishes that love to stay in a deep water. Many talented people join the organization with a dream for achievement, success, and career development. Unfortunately, they realize and experience true culture of the organization, they become frustated and feel neglected. They gradually lose their interest, and become not innovative, and less participative. Through talent management, attention can be given to all employees regarless their nature. Fairness and transperency in the appraisal process can lead to employees’ satisfation. How talent management get implemented in an organization? Talent management could be implemented through these steps: 1. Identify talent 2. Attract talent 3. Select talent 4.Retain talent 5. Managing...
Words: 268 - Pages: 2
...* Parasuraman: SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality Aangezien services heterogeen, onstoffelijk zijn en het moment van productie gelijk is aan dat van consumptie, waardoor er geen objectieve maatstafen voor kwaliteit betaan Attitude is meer algemeen gerelateerd aan een product of bedrijf en dus minder situationeel dan satisfation PSQ is een breder begrip dan satisfaction. Satisfaction meer gerelateerd aan een bepaalde transactie, terwijl PSQ over de gehele service gaat Expectations: in de PSQ-literatuur is dit niet wat een service provider zou aanbieden, maar wat deze zou moeten aanbieden PSQ: verschil tussen perceptie (waarneming) en expectations (wat service provider zou moeten aanbieden) SERVQUAL: tien dimensies van PSQ, deze zijn door vele onderzoeken gereduceerd tot vijf, namelijk: * Reliability betrouwbaarheid, nauwkeurigheid, zijn de verwachingen waargemaakt? * Assurance kennis van het personeel, en hun deskundigheid om vertrouwen te wekken * Tangiables fysieke faciliteiten, apparatuur, verschijning personeel * Empathy persoonlijke aandacht voor de klant * Responsiveness bereikbaarheid voor de consument, welwillendheid om te helpen Over deze 5 dimensies werden vervolgends tweentwintig vragen gesteld, zowel voor de perceptie als expectations van de consumenten. Het is niet zo dat deze opstelling voor alletype bedrijven. Het is daarom wel van belang om het systeem hierop aan te passen ...
Words: 285 - Pages: 2
...Service Blue Print for Fashionable Brand Boutique Introduction: The service blue print for a fashionable brand boutique is very important that we identify what are the important steps that ‘Sales Associates’ have to do when a customer is visiting their boutique. It will give us a overview on what are the important steps to consider and what owners should take in consideration. In a boutique the first thing that customers notices are the brand name and window displays, it attracts the people to visit the store. The window display would be the attracting point in a boutique, it is very important to display the new trends and new collections. If the customers saw a very enticing display they would be curious on what the store is selling. The store design and ambiance are one of the selling point because this would make people interested and check the new items. The overall ambiance can help shape the experience of your customers. Customer service is extremely essential in a boutique, a sales associate should be smart and friendly. It is very important to ask the customers if they need help, if they’re looking for a specific item and if not just let them browse the items because some customers like to look around on their own. A sales associate should be knowledgable on the product information and be able to answer any questions and bring them the specific product they want to purchase. A unique experience are what boutiques are offering to customers they want them...
Words: 1525 - Pages: 7
...Warwick WBS Event 5 November 2002 Warwick Hotel, New York Are You Happy at Work? Job Satisfaction and Work-Life Balance in the US and Europe Andrew Oswald Professor of Economics University of Warwick Coventry CV4 7AL England Tel (+44) 2476 523510 Email andrew.oswald@warwick.ac.uk Website www.andrewoswald.com A summary of the key ideas My research group has been studying job satisfaction and stress across nations. We find that satisfaction is U-shaped in age; women enjoy their jobs more than men; job security is of central importance; relative income matters; and much else. The good news is that people in the industrialized nations enjoy their jobs. The less-good news is that in the US there has been a steady decline in job satisfaction since the 1970s. Stress in Britain has risen sharply. Denmark and Ireland come top of world job-satisfaction league tables. The citizens of the United States have the most severe problem with work-life balance. Problems are also evident in some of the other industrialized countries. We know quite a lot about how to design satisfying workplaces. Who controls the pace of work is crucial. Are You Happy at Work? Job Satisfaction and Work-Life Balance in the US and Europe by Andrew Oswald, Professor of Economics, University of Warwick First, how much do people like their jobs? USA 49% of workers say they are “completely or very satisfied” Only a few percent say “dissatisfied” Denmark 62% say “completely or very satisfied” Japan 30%...
Words: 1288 - Pages: 6
...Factors in a Company: How Job Satisfaction, Organizational Commitment, and Individual Employee Performance Affect Production. Abstract The purpose of this research paper is to describe how much positive job satisfaction (JS), organizational commitment (OC), and employee performance (EP) affect production within a company. Ten employees, both in the human resources field and sales field, were surveyed to determine if theses variables really do affect work production. The survey referred to questions regarding many variables but specifically for this paper, job satisfaction, organizational commitment, and employee performance. This paper will focus on how these variables affect performance throughout a company, and what type of impacts they have on the employees. This data collected was analyzed using various types of methodology. By the end of the paper, the reader will determine what kind of impact these three variables have on the employees’ production within a company. Table of ContentsIntroduction……………………………………………………………………………...4Literature Review………………………………………………………………………..5Methodology……………………………………………………………………………..9Results……………………………………………………………………………………Conclusion………………………………………………………………………………..References……………………………………………………………………………….. | Factors in a Company 1. Introduction Organizations want the most efficient employees who are diligent at work to be involved in their organizations. But what really affects production within an organization based...
Words: 2283 - Pages: 10
...CUSTOMER SEVICES PROCEDURE The Customer Services section is responsible for receiving, documenting and responding complaints or any question from the public or customers. They are received via phone, letter, email or personal visit. Customer service is made up to protecting the customer; know what the customer wants and satisfying the customer. There are many types of communication in customer services include complaints, questions, and problems. The most frequent communications is customer complaints. “Customer always right” is the mind-set to the workers who work at customer services section because customers are vital to the success of a business. Generally customers will expect good value, quick response to queries and problems, clear and honest information, also care and attention. Customer service is one of the organizational processes which companies perform considering the growing competition and for attracting entrepreneurial opportunities for increasing profitability and better access to the market and increasing the customer satisfaction and loyalty level (Calif, 1987). According to Goofin and Price (1996) customer service has importance because it ends in increasing product quality, gaining competitive advantage, gaining profitable opportunities, and as a result increasing sales and income. The basics of customer service extend to face-to-face, phone and internet. Every organization should have a set of standard operating procedures (SOPs) when dealing...
Words: 1883 - Pages: 8
...WHAT IS MARKETING? Marketing deals with customers. Marketing is the managing profitable customer relationshis. 2 fold goal of marketing - to attract new customers by promising superior value; -keep and grow current customers by delivering satisfaction Today, marketing must be understoodnot in the old sense of making a sale -"telling and selling"- but in the new sense of satisfying customer needs. If the market understands consumer needs; develops products that provide superior customer value; and prics, distribuites, and promote them effectively, there products will sell easily. Marketing: the process by which companies create value for customers and build strong customers relationships in order to capture value from customer relationships. 5 steps of marketing process: companies work to undersand consumer, create value and build trong relationships---> 1. understend the market place and customer need and wants. 2. design a customer-driven marketing strategy. 3. construct an integrated marketing program that delivers superiors value. 4. build profitable relationships and create custumer delight. capture value from customers in return---> 5. capture value from custumers to create profits and customer equity. 1. Understanding the marketplace and Customer needs. Custumer Needs, Wants and Demands. Needs: states of felt deprovation; 1. physical (food, clothing, warmth, safety); 2. social (belonging and affection); 3. individual (knowledge and selfespression) Wants: the form of human...
Words: 1785 - Pages: 8
...Abstract Exercise III Author: Muhammad Sabbir Rahman, Abdul Highe Khan & Md. Mahmudul Haque Title: A Conceptual Study on the Relationship between Service Quality towards Customer Satisfaction: Servqual and Gronroosʼs Service Quality Model Perspective Journal: Asian Social Science, Vol. 8, No. 13, 2012 The article explores the effect of service quality on customer satisfation, by the use of service quality models, SERVQUAL and Gronroos. The outcome of this study is not reflected in the abstract, but it does state that suggestions for managers on implementing these concepts, are given. Both SERVQUAL and Gronroos are previously described phenomenons in service quality theory. The article seeks to compare the two models, and as a result the article takes form as a descriptive and exploratory approach. As mentioned before, the article explores service quality models, SERVQUAL and Groonroos and the article limits itself to these two service quality models and their individually limited appllication areas. The article argues that customer satisfaction is influenced by a variety of quality subjects, these include functionalty, technical, company image and service quality, and it seeks to find the effect from the aforementioned service quality models. Author: J. Will M. Bertrand and Jan C. Fresco Title: Modelling and Simulation, Operations management research methodoligies using quantitative modeling Journal: International Journal of Operations & Production Management...
Words: 2310 - Pages: 10
...Table of Contents 1. Introduction 2 2. “Manager should do everything they can to enhance the job satisfaction of their employees”. Discuss your view on and support your position whether you agree or disagree to the above emphasis. 2 2.1 What is Job satisfaction? 2 2.2 What are the outcome of job satisfaction? 3 2.3 Understanding employee attitudes and motivation 4 2.4 Methods for Increasing Job Satisfaction 5 2.5 Responsibility of manager on job satisfaction 5 3. “Thirty-five year ago, the young employees we hired were ambitious, conscientious, hardworking and honest. Today`s young workers don’t have the same values towards work.” Do you agree or disagree with this manager`s comments? Support your position with research evidence. 6 3.1 Values 6 3.2 Values Across Cultures 7 3.2.1 Power distance 8 3.2.2 Individualism versus collectivism 8 3.2.3 Masculinity versus Femininity 8 3.2.4 Uncertainty Avoidance Index 8 3.2.5 Long term orientation versus short term normative orientation 8 3.2.6 Indulgence versus Restraint 8 3.3 Deficiency, Need and Desire differ the values of individual 8 3.3.1 Physiological needs 9 3.3.2 Safety needs 9 3.3.3 Love and belonging 10 3.3.4 Esteem 10 3.3.5 Self-actualization 10 4. “Recognition may be motivational for the moment but it does not have any staying power. It`s an empty reinforce, because when you go to the grocery store, they don’t take the recognition as a form of payment.” Discuss...
Words: 3518 - Pages: 15
...Experiential Marketing – A case study of Starbucks Abstract We extend our heartfelt thanks to our instructor, Ling-Hui Hsu, Ph.D., the assistant professor of Department of English at Ming Chuan University who herein her expertise and always provide support and opinion for our study at the leisure time, and with her professional skill and experience shared for us. Her valuable suggestions helped all of us to apply and comprehend the theories and help us to get more details for our paper. Starbucks is the top to become the most famous coffee chain store in the minds of customers. These researchers attempt to find out why Starbucks has been able to gain a lead in coffee chains. This research aims at verifying that the experiential marketing is not only a theory, but a practical strategy which can help an international coffee chain stabilize the repurchasing rate of customers and reach operational success. Table of contexts Abstract…………………………………………………………………………….......1 Chapter One: Introduction 1.1 Background…………………………………………………………………….3 1.2 Motivation……………………………………………………………………...4 1.3 Purpose of This Study………………………………………………………….5 1.4 Value of This Study……………………………………………………………6 Chapter Two: Literatures review 2.1Coffee Chains…………………………………………………………………..7 2.2Marketing Strategies…………………………………………………………....7 2.3Customer Relationship Management…………………………………………...8 2.4Schmitt’s 5-Stages Experiential Marketing...
Words: 4964 - Pages: 20
...DISSERTATION TITLE: EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT “I declare that the above work is my own and that the material contained herein has not been substantially used in any other submission for an academic award”. WORD COUNT: 7621 words. TITLE: EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT AT AVON TRINIDAD AND TOBAGO ACKNOWLEDGEMENT I completed my thesis study during my time spent at the School of Accounting and Management in the Anglia Polytechnic University (APU) program. My ability to accomplish my dissertation studies is due to the excellent arrangements that APU was capable of providing for me as a student of that arrangement. During various phases of the research, I received encouragement and valuable comments from several people. Firstly, I would like to thank god for his blessing and guidance throughout this program. Also I am grateful for my parents who gave me support both financially and emotionally, giving me constant encouragement. I would like to express my personal gratitude to my lecturer whose persistent encouragement and support with positive and constructive feedback and guidance throughout my thesis. Without their expertise and knowledge, the output of this research would not have reached the standard that it is. I would like to thank the examiners for their efforts and valuable insights and proposal to the...
Words: 11401 - Pages: 46
...1. ABSTRACT In highly competitive markets, customer satisfaction is a key driver of performance, making its measurement and management crucial. Most studies on customer satisfaction take an aggregate standpoint and do not consider segment-specific differences in attribute importance. In this article, the authors report on customer satisfaction with ambal auto (p) Ltd. They hypothesize that personal, situational, and product factors moderate the relationship between attribute performance and overall satisfaction. The “service-dominant logic” focuses on the firm and the customer co creating value, as defined by the customer. Achieving this orientation requires firms to understand which components of the service concept are most important to different subsets of customers. However, research on the relative importance to customers of core and peripheral service components has produced mixed results. The results show that these factors indeed influence Attribute—Performance—Satisfaction Relationship The present study investigates this relationship for salespeople in a business he theoretical justification for a positive impact of salespeople’s job satisfaction on customer satisfaction is based on the concept of emotional contagion. The analysis is based on a dyadic data set that involves judgments provided by salespeople and their customers collected across multiple manufacturing and services industries. Results indicate the presence of a positive relationship between salespeople’s...
Words: 6888 - Pages: 28
...TABLE OF CONTENT ACKNOWLEDGMENT 3 EXECUTIVE SUMMARY 4 LIST OF TABLES 5 LIST OF FIGURES 6 1.0 CHAPTER ONE: INTRODUCTION 7 1.1 BACKGROUND OF MALAYSIA 7 1.2 BACKGROUND OF THE COMPANY 9 1.3 PROBLEM STATEMENT 11 1.4 RESEARCH OBJECTIVES 11 1.5 SIGNIFICANCE OF THE STUDY 11 2.0 RESEARCH METHODOLOGY 12 2.1 DATA COLLECTION METHOD 12 3.0 CHAPTER THREE: LITERATURE REVIEW 13 4.0 CHAPTER FOUR: FINDINGS 15 4.1 INTERNAL ANALYSIS 15 4.1.1 STRENGTH 15 4.1.2 WEAKNESS 15 4.1.3 OPPORTUNITY 15 4.1.4 THREAT 15 4.2 HOST COUNTRY BACKGROUND / MACRO ENVIRONMENT ANALYSIS 16 4.2.1 POLITICAL 16 4.2.4 TECHNOLOGICAL 18 4.2.5 ENVIRONMENTAL 20 4.2.6 LEGAL 21 4.3 MODE OF ENTRY 23 4.4 EXTERNAL ANALYSIS 23 4.4.1 RIVALRY AMONG EXISTING FIRMS 23 4.4.2 THREATS OF NEW ENTRANTS 24 4.4.3 THREATS OF SUBSTITUTE PRODUCT/SERVICE 24 4.4.4 BARGAINING POWER OF SUPPLIER 25 4.4.5 BARGAINING POWER OF BUYER 25 4.5 MARKET PENETRATION STRATEGIES 25 4.5.1 PRODUCT 25 4.5.2 PLACE (DISTRIBUTION) 27 4.5.3 PRICE 28 4.5.4 PROMOTION 29 5.0 CHAPTER FIVE: CONCLUSION 30 5.1 CONCLUSION 30 5.2 LIMITATION OF STUDY 32 REFERENCES 33 ACKNOWLEDGMENT Assalamualaikum and a very great thankful dedicated to almighty Allah S.W.T for giving us this wonderful opportunity where we are able to portray our capability in completing this international business report. Special thanks is also dedicated to our beloved lecturer, Sir Zaid Mat Yusop for giving us this...
Words: 8738 - Pages: 35
...CHAPTER ONE Introduction 1.1 Background of the Study For the last few decades job satisfaction has been one of the most popular interests among scientists, researchers and practitioners. According to Spector job satisfaction is the most frequently studied variable in organization research. Job satisfaction was proved too be an important construct in emotional and psychological employees’ well being. It is a significant element related to good organizational functioning as well. Although, the phenomenon of job satisfaction has been broadly researched, still there are several problematic areas. First of all, the concept of job satisfaction has been described in various ways by a number of researchers. Lawler states that “overall job satisfaction is determined by the difference between all those things a person feels he should received from his job and all those things he actually does receive”. Locke defines job satisfaction as “the pleasurable emotional state resulting from the appraisal of one’s job as achieving or facilitating the achievement of one’s job values. Spector describes job satisfaction as “the extent to which people like (satisfaction) or dislike (dissatisfaction) their jobs”. Apart of those few definitions indicated above, there are many others that aim to explain the concept of the satisfaction. The lack of consensus which appears in defining the concept may lead to misunderstanding among researchers and research participants and may influence the construct...
Words: 12471 - Pages: 50
