Customer participation in producing goods and services may increase customer satisfaction, but the relationship is complex. Three key factors influence satisfaction: 1) Whether the participation methods match customers' expectations, 2) Customers' self-regulatory state, and 3) Whether outcomes meet expectations. Satisfaction depends on the interaction of these factors, so participation does not always directly lead to higher satisfaction.
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
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Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
Effect Of Quality Services On Customer Satisfaction And Loyalty (Theoritical...inventionjournals
Ā
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
Ā
Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
Effect Of Quality Services On Customer Satisfaction And Loyalty (Theoritical...inventionjournals
Ā
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI)inventionjournals
Ā
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Salesperson Role Model in Creating Customer Loyalty at Department Storeinventionjournals
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ABSTRACT: Building customer relationships is a top priority for many firms. Building customer relationship is to increase satisfaction and loyalty, increasing favorable word of mouth and purchases. Customers who have relationships with service provider not only expect to receive satisfactory delivery of core service, but they are likely to receive additional benefits from the relationship. This research examines the customerās benefits from relationships with salesperson in department store. This study test the relationship of functional and social benefits that customer derive from a retail salesperson on levels of satisfaction and loyalty. Analysis result indicates significant effect of perceived functional benefit in associated with satisfaction to salesperson, perception of social benefit in associated with satisfaction to salesperson, satisfaction to salesperson in associated with satisfaction to department store, satisfaction to department store associated with loyalty to department store, salesperson loyalty in associated to department store loyalty.
Customer satisfaction and brand loyalty in the hotel industrySamaan Al-Msallam
Ā
Abstract
Most of marketing literature recognizes customer satisfaction as a significant antecedent to Brand loyalty. Further, the relationships between both
satisfaction constructs with Brand loyalty have mostly been studied separately.
The purpose of this study is to explore the effects of three customer perceptions (brand image , price fairness) on customer satisfaction and Brand
loyalty. A combination of a convenience and judgmental sample survey of 584 guests of three different hotels in Damascus was used to the test the
hypotheses. The results illustrate that customer satisfaction significantly affects customer loyalty . Also, the factors of brand image and price
fairness affect Brand loyalty. Customer perception of brand image and price fairness are almost equally to build up the satisfaction . We suggest
that managers should consider price fairness as foundations to build up customer satisfaction , Brand loyalty and, also to improve brand image as an
added on value for customers .
Key words: customer satisfaction, brand loyalty, brand image, price fairness.
Understanding the customer base of service providers: An examination of the D...Dr. Larry Pino
Ā
Empirical data indicate that U.S. corporations lose half of their customers in five years and those rates of loss stunt corporate performance by 25 to 50 percent.
Relationship between Social bonds and Customer value in commercial Banks in K...inventionjournals
Ā
This study sought to empirically examine the influence of social bonds on customer value in commercial banks in Kenya. The social bonds examined in this study are communication with customers (CC), creation of friendship (CF) and social support (SS). The study sample consists of 384 respondents with a response rate of 78.1 per cent. Data was analyzed by employing correlation and multiple regression analysis. The findings revealed that social bonds are positively associated with customer value in commercial banks in Kenya. The generalization of the findings is limited as the study focused only on a single industry in Kenya. Based on the findings, companies employing social bonds strategies should focus on improving the usefulness of the social bonds to customers by creating opportunities to strengthen social relationships. This study successfully extends the relationship marketing strategies in the context of customer value by incorporating communication with customers, creation of friendship and social support constructs. This extended relationship marketing model is developed to achieve the greater understanding of customer acceptance of social bonding strategy in Kenyaās commercial banks. In conclusion, the model in this study presents a considerable improvement in explanatory power.
International Journal of Business and Management Invention (IJBMI)inventionjournals
Ā
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Salesperson Role Model in Creating Customer Loyalty at Department Storeinventionjournals
Ā
ABSTRACT: Building customer relationships is a top priority for many firms. Building customer relationship is to increase satisfaction and loyalty, increasing favorable word of mouth and purchases. Customers who have relationships with service provider not only expect to receive satisfactory delivery of core service, but they are likely to receive additional benefits from the relationship. This research examines the customerās benefits from relationships with salesperson in department store. This study test the relationship of functional and social benefits that customer derive from a retail salesperson on levels of satisfaction and loyalty. Analysis result indicates significant effect of perceived functional benefit in associated with satisfaction to salesperson, perception of social benefit in associated with satisfaction to salesperson, satisfaction to salesperson in associated with satisfaction to department store, satisfaction to department store associated with loyalty to department store, salesperson loyalty in associated to department store loyalty.
Customer satisfaction and brand loyalty in the hotel industrySamaan Al-Msallam
Ā
Abstract
Most of marketing literature recognizes customer satisfaction as a significant antecedent to Brand loyalty. Further, the relationships between both
satisfaction constructs with Brand loyalty have mostly been studied separately.
The purpose of this study is to explore the effects of three customer perceptions (brand image , price fairness) on customer satisfaction and Brand
loyalty. A combination of a convenience and judgmental sample survey of 584 guests of three different hotels in Damascus was used to the test the
hypotheses. The results illustrate that customer satisfaction significantly affects customer loyalty . Also, the factors of brand image and price
fairness affect Brand loyalty. Customer perception of brand image and price fairness are almost equally to build up the satisfaction . We suggest
that managers should consider price fairness as foundations to build up customer satisfaction , Brand loyalty and, also to improve brand image as an
added on value for customers .
Key words: customer satisfaction, brand loyalty, brand image, price fairness.
Understanding the customer base of service providers: An examination of the D...Dr. Larry Pino
Ā
Empirical data indicate that U.S. corporations lose half of their customers in five years and those rates of loss stunt corporate performance by 25 to 50 percent.
Relationship between Social bonds and Customer value in commercial Banks in K...inventionjournals
Ā
This study sought to empirically examine the influence of social bonds on customer value in commercial banks in Kenya. The social bonds examined in this study are communication with customers (CC), creation of friendship (CF) and social support (SS). The study sample consists of 384 respondents with a response rate of 78.1 per cent. Data was analyzed by employing correlation and multiple regression analysis. The findings revealed that social bonds are positively associated with customer value in commercial banks in Kenya. The generalization of the findings is limited as the study focused only on a single industry in Kenya. Based on the findings, companies employing social bonds strategies should focus on improving the usefulness of the social bonds to customers by creating opportunities to strengthen social relationships. This study successfully extends the relationship marketing strategies in the context of customer value by incorporating communication with customers, creation of friendship and social support constructs. This extended relationship marketing model is developed to achieve the greater understanding of customer acceptance of social bonding strategy in Kenyaās commercial banks. In conclusion, the model in this study presents a considerable improvement in explanatory power.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
Ā
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managersā hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Customer Relationship Management and Banking Sector Market Share performanceinventionjournals
Ā
The influence of customer relationship management (CRM) on Nigeria banking sector market share performance is the focus of this study. It examined the influence of customer identification, customer retention and technology on customer relationship management and banks market share performance. The ever increasing competition and dynamics in the market place and the need for banks to survive, grow and meet the stakeholders objectives calls for a meaningful long lasting relationship between marketers and all other stakeholders in the organisation. The population of this study consists of all 617 headquarters employees of the 21 deposit money banks in Port Harcourt metropolis that is registered with Nigeria Deposit Insurance Corporation (NDIC); while the sample size of 243 determined through the Tara Yamani formula. Questionnaire was used as an instrument for primary data collection. The Spearmanās Rank Order Correlation was the statistical technique employed for hypothesis testing in the statistical package for social sciences (SPSS) version 17. The findings of this study revealed that there is significant relationship between customer identification, retention, and market share; while technology positively influence CRM and bank market share performance. Customer identification and retention are dimensions of CRM, while market share is the measure of performance, with technology as moderating variable influence between CRM as a measure of bank performance. It is therefore noted that banks will have better competitive advantage when all relevant stakeholders appreciate and demonstrate these customer relationship management strategies with a view of achieving the desired corporate objectives.
BUS225 Group Assignment1. Service BlueprintCustomer acti.docxjasoninnes20
Ā
BUS225 Group Assignment
1. Service Blueprint
Customer actions include the choice of visiting a Calvin Klein retail store, browsing clothes and asking for recommendations from a sales representative. Visible actions performed by Calvin Kleinās sales representative include greet customers upon arrival, check for inventory, bring clothes to customers and process payment. These actions are visible to customers and one invisible action performed by the sales representative would be finding customer clothes in the back room. The support processes include inventory-tracking system, inventory in the back room and POS systems, which allow the sales representative to deliver service smoothly.
2. Introduction
Calvin Klein is one amongst the leading fashion style and marketing studios within the world. It styles and markets womenās and menās designer assortment attire and a variety of different products that area unit factory-made and marketed through an intensive network of licensing agreements and different arrangements worldwide.
2.1 Target Market
Calvin Klein targets male and female, and the millenials. The demographics of the people that would be receiving these messages from the āMy Calvinsā campaign would be men and women between the ages of 15-30, not married and have a median income.
Millenials believe that the next generation of robots are not going to replace people, but instead help to improve the effectiveness and service of industries. In todayās world, to suggest that automation will eliminate the need for human workers is proving to be as ridiculous as suggesting that tablets will replace laptops.
In the industrial world, robot design is pivoting from giant mechanical arms that take up factory floors, to smaller, more collaborative bots, that are designed to work alongside people. While these collaborative bots only make up 3% of the market today, they will make up 34% of the market by 2025.
3. Trend and importance of robotics
3.1. Role of robotics
The service sector is at an inflection point with regard to productivity gains and service industrialization similar to the industrial revolution in manufacturing that started in the eighteenth century. Robotics in combination with rapidly improving technologies like artificial intelligence (AI), mobile, cloud, big data and biometrics will bring opportunities for a wide range of innovations that have the potential to dramatically change service industries. The purpose of this paper is to explore the potential role service robots will play in the future and to advance a research agenda for service researchers (Wirtz et al. 2018).
Advancements in technology are radically transforming service, and increasingly providing the underlying basis for service strategy. Technological capabilities inevitably advance, firms will tend to move from standardized to personalized and from transactional to relational over time, implying that firms should be alert to technological opportunities to ...
BUS225 Group Assignment1. Service BlueprintCustomer acti.docxcurwenmichaela
Ā
BUS225 Group Assignment
1. Service Blueprint
Customer actions include the choice of visiting a Calvin Klein retail store, browsing clothes and asking for recommendations from a sales representative. Visible actions performed by Calvin Kleinās sales representative include greet customers upon arrival, check for inventory, bring clothes to customers and process payment. These actions are visible to customers and one invisible action performed by the sales representative would be finding customer clothes in the back room. The support processes include inventory-tracking system, inventory in the back room and POS systems, which allow the sales representative to deliver service smoothly.
2. Introduction
Calvin Klein is one amongst the leading fashion style and marketing studios within the world. It styles and markets womenās and menās designer assortment attire and a variety of different products that area unit factory-made and marketed through an intensive network of licensing agreements and different arrangements worldwide.
2.1 Target Market
Calvin Klein targets male and female, and the millenials. The demographics of the people that would be receiving these messages from the āMy Calvinsā campaign would be men and women between the ages of 15-30, not married and have a median income.
Millenials believe that the next generation of robots are not going to replace people, but instead help to improve the effectiveness and service of industries. In todayās world, to suggest that automation will eliminate the need for human workers is proving to be as ridiculous as suggesting that tablets will replace laptops.
In the industrial world, robot design is pivoting from giant mechanical arms that take up factory floors, to smaller, more collaborative bots, that are designed to work alongside people. While these collaborative bots only make up 3% of the market today, they will make up 34% of the market by 2025.
3. Trend and importance of robotics
3.1. Role of robotics
The service sector is at an inflection point with regard to productivity gains and service industrialization similar to the industrial revolution in manufacturing that started in the eighteenth century. Robotics in combination with rapidly improving technologies like artificial intelligence (AI), mobile, cloud, big data and biometrics will bring opportunities for a wide range of innovations that have the potential to dramatically change service industries. The purpose of this paper is to explore the potential role service robots will play in the future and to advance a research agenda for service researchers (Wirtz et al. 2018).
Advancements in technology are radically transforming service, and increasingly providing the underlying basis for service strategy. Technological capabilities inevitably advance, firms will tend to move from standardized to personalized and from transactional to relational over time, implying that firms should be alert to technological opportunities to .
The Effects of Customer Expectation and Perceived Service Quality on Customer...Samaan Al-Msallam
Ā
ABSTRACT : The effect of the antecedents of satisfaction on customer satisfaction is an issue still under debate in the academic literature. Thus, the primary goal of this article is to analyze the relationship between two of the most important antecedents of customer satisfaction ( namely customer expectation and perceived service quality ) and customer satisfaction . Data were collected through a survey, including samples of 250 customers from the 5 Banks in Damascus, Syria . Spss is used to test the hypotheses. The finding show that customer expectation and perceived service quality have a positive effect on customer satisfaction . Bank managers must know how improvement in service quality influences customer satisfaction and what expectation levels they might consider to increase consumer satisfaction which ultimately retains valued customers. KEYWORDS : Customer Expectation , Perceived Service Quality, Customer Satisfaction.
The Effects of Customer Expectation and Perceived Service Quality on Custome...inventionjournals
Ā
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI)inventionjournals
Ā
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
How structural collaboration leads to value propositions in the financial sectorInSites Consulting
Ā
In the (post-)crisis era, challenging the status quo through innovation will be critical to restore profitability in the financial sector. The commoditisation of products within the industry is making it very difficult to compete on price. Moreover, a whole array of non-banking entities is entering the market to close the gap between the offerings of banks and the needs of customers. Suddenly, banks face competition from telcos, supermarkets, tech firms and innovative start-ups, all experienced in building online relationships and developing and marketing transparent products.
In this paper we explain how financial institutions can install structural collaboration trajectories with key stakeholders (consumers, employees, management) in order to develop true value propositions consumers are willing to pay for.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
Ā
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
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Discover the innovative and creative projects that highlight my journey throughĀ Full Sail University. Below, youāll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.š¤Æ
We will dig deeper into:
1. How to capture video testimonials that convert from your audience š„
2. How to leverage your testimonials to boost your sales š²
3. How you can capture more CRM data to understand your audience better through video testimonials. š
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
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HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
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Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website ā www.pmday.org
Youtube ā https://www.youtube.com/startuplviv
FB ā https://www.facebook.com/pmdayconference
Improving profitability for small businessBen Wann
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In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujaratās DholeraAvirahi City Dholera
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The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isnāt just any project; itās a potential game changer for Indiaās chipmaking aspirations and a boon for investors seeking promisingĀ residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Putting the SPARK into Virtual Training.pptxCynthia Clay
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This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
2. This consistency can be explained by the coginitive Regulatory fit is experienced when people pursue a
consistency theory(Festinger 1959; Heider 1958). goal in a manner that sustains their regulatory orientation.
According to this theory, When our inner systems (beliefs, Previous research on promotion and prevention
attitudes, values, etc.) all support one another and when orientations has found that regulatory fit increases
these are also supported by external evidence, then we people_s perception that a decision they made was ārightā,
have a comfortable state of affairs. The discomfort of which in turn transfers value to the decision outcome,
cognitive dissonance occurs when things fall out of including being willing to pay more for a product than
alignment, which leads us to try to achieve a maximum those who chose the same product without regulatory fit
practical level of consistency in our world. (Higgins, 2000; Higgins et al., in press). Accordingly,
We also have a very strong need to believe we are being when customers participating in the service, if scenario is
consistent with social norms. When there is conflict consistent to their regulatory focus, they will be more
between behaviors that are consistent with inner systems satisfied than those who do not participate in the service.
and behaviors that are consistent with social norms, the So we propose the following hypothesis:
potential threat of social exclusion often sways us H3: When customers participate in the production or
towards the latter, even though it may cause significant delievery of service, if the scenario they perceived is
inner dissonance. consistent to their regulatory focus, the customers with
Avnet and Higgins(2006) find besides the results the promotion focus will be more satisfied than the customers
difference of the action process will have effection on with prevention focus.
customers affect experience. Because customer H4: When customers participate in the production or
participation is the mutual actions between customers and delievery of service, if the scenario they perceived is not
contact employees, so the attitude of the customers is consistent to their regulatory focus, the customers with
determined by the customers themselves and service promotion focus will be less satisfied than the customers
provider. General speaking, the whole scenario of the with prevention focus.
participation is designed by the service provider, so the
psychological feeling of the customers is coming from
their feelings about the whole scenario. The customers III. RESULTS
who participated in the service always expect good results We adopt simulative scene experiment to test all the
of the service, according to the recognitive consistency hypotheses. In the literatures of psychology and
thoery, customers will be more satisfactied if the scenario marketing, simulative scene experiment method is
the perceived are consistent with or superior to their abroadly accepted, and by using this method, we can
expected situations than the customers who do not control complicated variables easily, which has quite high
participate in the service. If the scenario designed by the exterior validity(Hui and Bateson,1991; Reeder, 2001).
service provider is not consistent with their expected, There are totally 120 EMBA students voluntarily
customers will neglect this information because they are participated in the experiment. We divide all the
always looking for the proof to support their consistency. participants into two groups randomly. We can see table 1
What is more, customers who participate in the service the whole scenario pirture.
spend so much energy and time cost, so they will be more TABLE I
dissatisfied. Then we propose the following hypothesis: THE DESCRIPTION OF THE SCENARIO
H1:when customers participate in service, if the The control of customers participation
scenarios they perceived are consistent with or superior to You are on of the potential customers You are the potential customers for A
their expected, they will be more satisfied than the for A brand car, now they invite you brand car, before you purchase this
customers who do not participate in the service. to participate in the design of the new car,you do not have the chance
H2: when customers participate in service, if the model, for the following two design toparticipate in the design of the car.
scenarios they perceived are not consistent with their idea, which one is suitable to you?
expected, they will be more dissatisfied than the ać The outlin should be stydle and
customers who do not participate in the service. inner design be humanistic.
According to regulatory focus theory (Higgins, 1997, bć Safety and responsible, and
1998), different regulatory states arise when people durable.
follow different types of āself-guides:ā (a) ideal self For the two groups, one group members will read the
guides, individualsā representations of desired states as scenario they participate in the service and the other one
hopes or aspirations; and (b) ought self-guides, will read the other scenario they do not participate at their
individualsā representationsof desired states as duties or own pace. After the participants finished reading the
responsibilities. Higgins (1987) suggested that a scenario, they will answer one item, nine points
promotion focus is associated with a personās desire to questionaire, and ā1ā represtents ātotally dissatisfiedā, ā9ā
achieve ideal states, which are defined as that personās represents ātotally satisfactiedā. We adopt selves
hopes, desires, or aspirations. In contrast, a prevention questions to test participantsā regulatory focus(Brocker,
focus is associated with a personās desire to achieve ought 2002; Idson and Higgins 2000).
states, which are defined as that personās duties
obligations, or responsibilities.
3. To test H1 and H2, we performed ANOVA test for the IV. DISCUSSION
two groups. For the customers who participated in the Although the researchs about customer participation
service and their perceived scenarios are consistent with are quite abundant in the marketing, but we do not get
or superior to their expected, their mean satisfaction consistent opition about whther customer participation
points is 7.63; fot those who did not participate in the certainly cause customer satisfaction. Which means some
service and their perceived scenarios are not consistent influencing factors between these two variables. But
with their expected, their mean satisfaction points is 6.67. current literatures pay little attention to this point, they
And for the customers who do not participate in the want to settle this problem directly by using different
service, their mean satisfaction point is 5.47. The two theory. So the factors between the two variables are still
differences of the points(7.63 and 5.47; 6.67 and 5.47) are like āblack caseā. From the research background of
all significant(p=0.001;p=0.001). So H1 and H2 is
customer participation and the prior research results, we
certified. That is to say, when customers participate in
take customers regulatory focus and the consistency of
service, if the scenarios they perceived are consistent with
perceived scenario as the influencing factors between
or superior to their expected, they will be more satisfied
than the customers who do not participate in the customer participation and customer participation, which
service.And if the scenarios they perceived are not fill the gap in the customer participation theory at some
consistent with their expected, they will be more degree.
dissatisfied than the customers who do not participate in The results give us some illuminations: when
the service. customers participate in service, if the scenarios they
To test H3 and H4, we devided the group in which the perceived are consistent with or superior to their expected,
group members participate in the service into two groups they will be more satisfied than the customers who do not
according to their perceived scenarios. The we performed participate in the service.And if the scenarios they
ANOVA test for the two groups and we get the results as perceived are not consistent with their expected, they will
table 2 and table 3. be more dissatisfied than the customers who do not
participate in the service.
TABLE 2 What is more, when customers participate in the
THE RESULTS OF ANOVA FOR PERCEIVED SCENARIO production or delievery of service, if the scenario they
perceived is consistent to their regulatory focus, the
Regulatory focus Mean F Sig.
customers with promotion focus will be more satisfied
Prevention focus 6.00 than the customers with prevention focus. And if the
consistent 31.925 .001 scenario they perceived is not consistent to their
Promotion focus 7.17
regulatory focus, the customers with promotion focus will
Prevention focus 7.56
Not be less satisfied than the customers with prevention focus.
14.336 .007
consistent Promotion focus 6.67
V. CONCLUSION
When customers participate in the production or Because most of the researches about customer
delievery of service, if the scenario they perceived is participation and customer satisfaction are descriptive,
consistent to their regulatory focus, the mean satisfaction very few literatures in marketing and management can
point for the customer with prevention focus is 6.00 and give the managers detail and normative suggestions. So
for those with promotion focus is 7.17, the difference of another purpose of this article is to help the company to
these two points are significant(p=0.001). So H3 get design effective customer participated scenarios to
supported. That is to say, when customers participate in increase customer satisfaction. Particularly, this article
the production or delievery of service, if the scenario they provide demonstration proofs that there are some factors
perceived is consistent to their regulatory focus, the between customer participation and customer satisfaction.
customers with promotion focus will be more satisfied Firstly, customer participation can lead to customer
than the customers with prevention focus. satisfaction, but which will behind some kind of
And if the scenario they perceived is not consistent to precondition. From our lives, we can see many cases in
their regulatory focus, the mean satisfaction point for the which customers feel too bad even they participate in the
customer with prevention focus is 7.56 and for those with service such as the shopping during their tourism.The
promotion focus is 6.67, the difference of these two points scenarios they perceived are consistent with or not to
are significant(p=0.007). Then H4 is proved. So when their expected are very important to their satisfaction. So
customers participate in the production or delievery of just designing a scenario randomly is not enough for the
service, if the scenario they perceived is not consistent to companies, managers must do some investigations to find
their regulatory focus, the customers with promotion which kind of scenarios are suitable to their potential
focus will be less satisfied than the customers with customers. Then by designing most suitable scenarios to
prevention focus. increase customer satisfaction.
At the same time, because the results show customers
different regulatory focus will have effect on their
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