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1 – 10 of over 168000The aim of this chapter is to investigate factors affecting four of the gaps encompassed in the GAP model, which then results in Gap 5, the so-called customer gap, related to the…
Abstract
The aim of this chapter is to investigate factors affecting four of the gaps encompassed in the GAP model, which then results in Gap 5, the so-called customer gap, related to the variance between customer expectations and the perception of service quality (SQ). Four predictors were selected based on the literature review – marketing research orientation (MRO), service specification design (SSD), integrated technology (ITC) and integrated communication (ICO) – to examine their relationship with the customer gap. A valid and reliable questionnaire, developed for the purpose of the study, was used to collect data from a sample consisting of 600 employees from six hotels located in Amman, Jordan. The findings show that MRO, SSD, ITC and ICO significantly predict the four gaps in SQ on the provider side, which in turn significantly predict the customer gap. For companies, more attention should be paid to the four gaps that induce the customer gap.
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Steve Fairbanks and Aaron Buchko
Strategy Question: How do we effectively communicate our brand to our customers and our market?Summary: Many firms have a sense of the organization’s “brand.” We define brand as…
Abstract
Strategy Question: How do we effectively communicate our brand to our customers and our market?
Summary: Many firms have a sense of the organization’s “brand.” We define brand as “the promise of an experience” to the customers. Firms need to identify the elements of the customer experience that are valued by the customer and determine the brand experience the organization wishes to convey is consistent with the experience of the customer. This tool uses a simple survey process methodology to determine whether the brand experience the organization wishes to convey is consistent with the experience of the customer. A simple X/Y chart is used to array the firm’s offerings based upon the customer’s perception of the brand experience. Comparisons with competitive firms can be included in the analysis. The results provide insight into the effectiveness of promotional and communication efforts intended to develop brand awareness among customers.
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This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Firms looking to improve relationships with their customers can look to improve customer value ratings, and therefore customer-based brand equity, through customer engagement.
Originality/value
The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
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G. Arun and C. G. Manoj Krishnan
If any organization wants to be globally recognized leadership plays an important role. This chapter deals with the leadership failure in creating good salesperson behavior in…
Abstract
If any organization wants to be globally recognized leadership plays an important role. This chapter deals with the leadership failure in creating good salesperson behavior in India’s pharmaceutical industry. There are four types of salesperson’s behavior: selling orientation, customer orientation, adaptive selling, and unethical selling. Selling oriented and unethical selling behaviors negatively impact customer trust and customer value, while customer orientation and adaptive are more positive. This chapter explores how senior managers can create good organization culture and organization climate by creating positive sales behavior. This chapter will be an eye opener to many first-line managers for helping their salespersons to practice customer orientation and adaptive selling behavior.
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Arch G. Woodside and James L. Taylor
This chapter describes how to do variable-based analysis of cases of two-person conversations. The chapter makes use of the same data that Chapter 9 describes. Here, the study…
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Synopsis
This chapter describes how to do variable-based analysis of cases of two-person conversations. The chapter makes use of the same data that Chapter 9 describes. Here, the study examines 40 transactions between actual insurance salespersons (n = 3) and prospective clients (n = 57) interacting in field settings. The study describes conversations among purchase behavior and the frequency of key orientation and bargaining statements made by the salespersons and customers. The findings support the high value in studying social factors, influence attempts, and situation variables in constructing a general conceptualization of exchange relationships.
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This study examines how chatbots could improve the client experience in the banking sector. Due to their quick and effective customer service, chatbots are becoming more and more…
Abstract
This study examines how chatbots could improve the client experience in the banking sector. Due to their quick and effective customer service, chatbots are becoming more and more popular, but it is still unknown whether they can improve the customer experience. In order to gather data from a simple random sample of Palestinian banking clients in the Gaza Strip, a survey was conducted utilizing the explanatory technique. To test hypotheses, data collected from 337 individuals was evaluated using simple regression analysis. According to the results, chatbots may enhance the customer experience by offering 24/7 availability, prompt support, and customized replies. However, issues with data privacy, lack of human interaction, and chatbot accuracy were also noted. The study comes to the conclusion that chatbots may be an effective tool for increasing customer experience in the banking sector, but their design, deployment, and interaction with current customer service channels must be carefully considered. This study significantly adds to the body of knowledge on chatbots and their potential influence on customer experience. The study offers useful insights into the particular difficulties and potential of employing chatbots in a highly regulated and customer-focused industry by concentrating exclusively on the banking sector. The results show that chatbot implementation in banking needs to be approached thoughtfully and strategically to maximize their potential for improving customer experience while limiting any possible downsides.
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Thomas Ritter and Achim Walter
Managers and academics alike focus on value creation in business relationships. This paper adds to existing literature by analyzing functions of business relationships and their…
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Managers and academics alike focus on value creation in business relationships. This paper adds to existing literature by analyzing functions of business relationships and their impact on value perception. Applying a customer perspective, direct relationship functions are concerned about payment, quality, and volume. Indirect functions include innovation, access, and scouting. Furthermore, trust and number of alternative suppliers are included in the study. The empirical results illustrate the important role of direct and indirect functions for value creation. Understanding these functions is instrumental for driving customer value, both for the supplier and the seller. Direct functions do have a much stronger impact on value than indirect functions that still do have a significant impact. Thus, increasing direct function fulfillment is much more effective in order to gain key supplier status than relying only on indirect functions. But indirect functions may offer ample differentiation opportunities. Being a strong driver of relationship value, trust is also driven by function fulfillment. Thus, relationship value depends on rational elements (functions) and social elements (trust). Availability of alternative suppliers increases the importance of relationship function fulfillment on customer value and customer trust. In highly competitive markets, suppliers need clear understanding and communication of relationship value in order to succeed.
N. M. Vipulkumar, Cherian Thomas and Ibha Rani
Any banking institution’s success depends heavily on customer satisfaction. Understanding and evaluating customer satisfaction has become crucial with the rise of small finance…
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Any banking institution’s success depends heavily on customer satisfaction. Understanding and evaluating customer satisfaction has become crucial with the rise of small finance banks (SFBs) in India, which serve the underserved and unbanking segments of society. In the context of SFBs in India, this chapter aims to examine the variables affecting customer satisfaction as well as how it affects these banks’ overall performance and sustainability. This study will help us better understand the dynamics of customer satisfaction in the Indian financial landscape by examining the particular difficulties and opportunities that SFBs face.
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Rachel A. Jared and Po-Ju Chen
Customer goes online in order to cancel Wowiesatisfy (name disguised) membership after receiving an email from them on February 1st. Upon receiving a cancelation confirmation that…
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Customer goes online in order to cancel Wowiesatisfy (name disguised) membership after receiving an email from them on February 1st. Upon receiving a cancelation confirmation that her account has been deactivated, she again receives an email from them on February 2nd letting her know that her monthly boutique is ready and that she has 24 hours to either skip the month, or she’ll be charged her monthly membership fee of $39.95. The customer calls Wowiesatisfy customer service in order to resolve the problem and they assure her that her membership has been canceled. On February 5th, the customer’s bank account shows a charge of $39.95 to Wowiesatisfy. What should the company do?
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