Customer Acquisition Research Articles

The plus side of size: relationship between brand experience and consumers trust and loyalty on a Brazilian brand

Brands that focus their efforts on experience gains competitive advantage, generating greater customer loyalty and trust. In Brazil, when a brand wins the trust of its consumers through brand experience, it gains loyalty (Tomiya, 2012; Eberle, Gasparetto & Milan, 2020). Thus, the present study sought to analyze the influence of the brand experience on consumers' trust and loyalty in a plus size fashion brand of Santa Catarina, Brazil. The research was carried through a survey with the brand customers from all over Brazil and had a total of 391 respondents. The survey was classified as a quantitative approach with a transversal approach. Results demonstrate that brand experiences significantly influence brand loyalty and trust. Accordingly, trust also positively influences loyalty. Consequently, the study provided greater insights for managers, entrepreneurs and academics within the field. As it is, now it is possible to have better knowledge when it comes to what to do as a way to provide better customer experience as a way to achieve loyalty and trust. Benefits rely on the acquisition of new customers and the involvement and engagement of customers with the brand through personalized content, unboxing specials and attention to consumers' needs

Promotion Strategies and Performance of Taxi-Hailing Services in Calabar Metropolis

This study examined promotion strategies and performance of taxi-hailing services in Calabar Metropolis. It specifically aimed to determine the effects of sales promotion, direct marketing, advertising, and influencer marketing on the performance of taxi-hailing services. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 232 passengers of Bolt taxi services in Calabar. Descriptive statistics were applied for data analysis and interpretation, while the hypotheses developed for the study were tested using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that the promotional strategies applied by taxi-hailing services (sales promotion, direct marketing, advertising and influencer marketing) have been effective in substantially improving their marketing performance in Calabar. Hence, it was recommended that operators of taxi-hailing services in Nigeria can enhance their marketing performance through sales promotion by implementing targeted promotional discounts during off-peak hours, introducing loyalty rewards for frequent users, and partnering with local businesses to offer bundled service packages, thereby attracting new customers and increasing customer retention. The study also recommended that operators of taxi-hailing services should integrate direct marketing strategies such as leveraging targeted social media campaigns to engage local communities, implementing personalized email promotions based on user preferences, utilizing strategic telemarketing to re-engage inactive users, offering exclusive in-app discounts and promotions, and creating compelling content marketing that highlights service benefits, thereby increasing customer acquisition, retention, and long-term engagement significantly. Other recommendations were made to provide a practical framework for operators of taxi-hailing services to improve marketing performance through effective promotional strategies.

Customer Perception Towards Customer-Centric Strategies of Private Sector Banks

Introduction: In the Indian financial market, banking plays a very vital role. Banking is the biggest dealer of credit and most of the people invest in banks as savings. Global economic progress depends on banking. The reason for this is that a well-developed financial sector is seen as essential and acts as a gauge for a nation's overall economic health. The banking sector is the most robust and prosperous in our nation. In addition to fierce competition among banking firms for customers, the Indian banking industry is engaged in a profit war. Try to learn about the tactics used by private sector banks in this article to draw in and keep consumers. It also makes an effort to comprehend how clients view banks in the private sector. Objectives: This study aims to explore the strategies employed by private sector banks in India to attract and retain customers within a highly competitive financial market. It seeks to understand customer perceptions of private sector banks and evaluate the role of the banking sector in supporting economic growth and financial stability. Methods: The study examines various marketing and customer service strategies used by private sector banks to attract and engage clients. It includes a review of competitive tactics within the banking sector, with a focus on customer acquisition, loyalty programs, and personalized services. Additionally, the research assesses customer perceptions through surveys and analysis of customer satisfaction metrics in relation to private sector banks. Results: The findings reveal that private sector banks employ a variety of strategies, including personalized services, digital banking options, and loyalty programs, to attract and retain customers. Customer perception of private sector banks is generally positive, with clients valuing the convenience, technological advancements, and customer-focused services offered by these institutions. The competitive nature of the banking industry has led to innovation and improved customer experience, contributing to the sector's robust growth. Conclusion: The study highlights the essential role of private sector banks in supporting the Indian economy by promoting financial inclusion and innovation. Effective strategies for customer attraction and retention, coupled with a focus on customer satisfaction, have strengthened the position of private sector banks within the competitive banking landscape. These insights can guide future efforts to enhance customer engagement and sustain growth within India's financial sector.

EXPRESS: Individual Sellers’ Social Media Participation and Sales Performance in Peer-to-Peer Marketplaces: Evidence from a Quasi-Natural Experiment

Recent advancements in communication and social technologies have resulted in the growth of peer-to-peer (P2P) marketplaces, such as Xianyu and Poshmark. Individual sellers in these markets, most of whom are unbranded and lack credibility, often face immense challenges in building trust to facilitate P2P transactions. We consider the potential of sellers’ use of social media to establish trust and drive sales. Specifically, we address whether social media use benefits the sales performance of individual sellers, and how social media use affects customer retention and acquisition. We draw on social capital theory to explore the theoretical mechanisms by which social media participation may affect sales, hypothesizing that such participation enables the seller to accumulate social capital and develop trust. We empirically test this by exploiting a quasi-natural experiment wherein a large P2P marketplace for second-hand goods (Xianyu) unexpectedly removed its social media feature (Fishponds). We employ a difference-in-differences design, leveraging a proprietary dataset capturing social media participation and sales activities for individual sellers, covering more than 180,000 transactions over a multi-week period around the event. We find that sellers who initially participated in social media channels experienced a significant decline in sales after the shutdown, which is attributable to poorer customer retention and acquisition. We explore heterogeneity in the effects and find that the sellers who benefit most from social media participation are those with the most to gain from trust-building. An additional online controlled experiment provides further evidence of the trust-building mechanism. Our study implies individual sellers can harness social media to generate additional sales from existing and new customers. These insights are important, as they speak to the value of social media channels as drivers of trust in P2P marketplaces.

EXPRESS: From Social to Purchase: Customer Selection in Social Group Buying

Social scope group buying has emerged as an increasingly popular promotional strategy and has served as a new customer acquisition tool. In the service industry, companies use social group buying (SGB) to recruit new customers and promote full-price products. Through SGB activities, customers can trade their social capital to form buying groups, experience SGB-offered sample products, and further alleviate uncertainty regarding expensive full-price products before making a final purchase. We investigate this novel SGB phenomenon by examining customers’ decisions throughout the “experience-conversion” process. In collaboration with a leading online educational platform, we examine customers’ grouping behavior during SGB activities and analyze their subsequent purchases. Our analysis reveals an interesting pattern in which non-grouped customers have a higher proportion of full-price product purchases than grouped customers. We postulate that, in addition to observations from operational data, unobserved social information is important for gaining a deeper understanding of the customer behaviors underlying this pattern. Employing a Bayesian learning framework, we model customers’ three-stage discrete-choice decision-making processes and quantify two influential social information factors: social cost and social learning. By incorporating social information, our Bayesian learning model demonstrates improved effectiveness in assisting companies with accurately predicting final purchases in the conversion process. We provide actionable insights into how companies can employ our model to strategically tailor SGB designs by customer segments to increase overall purchase rates. Our study sheds light on the significance of social information in enhancing customer management and refining SGB design.

Engineering Premium Customer Acquisition: A Technical Framework for Value-Based Bidding Implementation

This technical article presents a comprehensive analysis of Value-Based Bidding (VBB) implementation frameworks and their impact on digital advertising performance. Through examination of data from 1,000 e-commerce campaigns encompassing 5 million customer transactions and $250 million in ad spend during 2023-2024, we demonstrate the effectiveness of VBB in premium customer acquisition. The article establishes a novel technical framework for VBB implementation, incorporating real-time data processing of over 1 million customer interaction points per second. Key findings reveal significant improvements across critical metrics: 92% attribution accuracy (a 14% increase), 85% cross-device matching success rate, and 73% improvement in offline conversion capture. The implementation of sophisticated customer segmentation strategies resulted in ROI improvements of 185% for high-value segments and 125% for medium-value segments. Furthermore, the article introduces advanced optimization algorithms that achieved a 23% reduction in customer acquisition costs while improving bid efficiency scores to 0.92. These findings provide a technical blueprint for organizations seeking to enhance their digital advertising effectiveness through value-based methodologies Value-Based Bidding (VBB) represents an advanced approach to digital marketing that focuses on maximizing return on investment. The system analyzes customer behavior and value to make smart decisions about advertising spend. Key performance indicators like Return on Ad Spend (ROAS – how much revenue you generate for each advertising dollar spent) and Customer Acquisition Cost (CAC – the cost to acquire a new customer) help measure success. The data shows impressive improvements, with ROAS increasing by 156% and CAC reducing by 23%, meaning more efficient spending and better results.

Neuromarketing Applied in Organizations: A Scientific Production Study

The objective was to identify the literary contributions that support neuromarketing, using a literature review study, with an exploratory-explanatory scope, using literature review as the data collection technique. For the identification of publications, from 2020 to 2024. There were a total of 30 articles. The results mention, to study the benefits and limitations of neuromarketing tools in a series of market entry devices. Neuromarketing contributes to customer acquisition and better positioning of the company, in addition to achieving loyalty and love for the brand. Neuromarketing is regarded as a recent development in marketing since it applies neuroscience to market research to analyze which stimuli cause a particular kind of customer behavior. It also helps to uncover feelings and perceptions about a business in order to create strategies that increase customer loyalty.

GO-TO-MARKET STRATEGIES FOR CONSUMER TECHNOLOGICAL PRODUCTS WITH SUBSCRIPTION MONETIZATION MODEL

This study examines go-to-market (GTM) strategies for consumer technological products utilizing subscription monetization models. As the digital landscape evolves, businesses are increasingly adopting subscription-based approaches to generate recurring revenue and establish long-term customer relationships. Our research investigates the key components of successful GTM strategies in this context, focusing on market segmentation, value proposition development, pricing strategies, distribution channel selection, and customer acquisition and retention tactics. Through a comprehensive analysis of scientific papers, industry reports, and case studies, we identify best practices and trends in subscription-based GTM strategies for consumer tech products. Our findings highlight the importance of market segmentation, value proposition development, pricing strategies, marketing and communication, customer acquisition and retention practices in optimizing customer lifetime value. This study contributes to the growing body of literature on subscription business models and provides practical insights for managers and entrepreneurs in the consumer tech industry.

PRIORITY DIRECTIONS FOR CREATING STARTUP PROJECTS

This article explores the priority directions for creating successful startup projects, emphasizing the importance of understanding market needs, fostering innovation, and developing a unique value proposition. It highlights the significance of building agile teams and integrating sustainable practices to attract both consumers and investors. Additionally, effective go-to-market strategies are identified as critical for enhancing customer acquisition. Through a mixed-methods approach, including surveys and interviews with entrepreneurs, the study provides actionable insights and a strategic framework for startups aiming to thrive in a competitive landscape. These findings serve as a guide for aspiring entrepreneurs seeking to navigate the startup ecosystem effectively.

Analysis of Factors Affecting Customer Loyalty and Acquisition in Sociopreneurship-Based Cleaning Services

The competitive landscape necessitates that startups have competitive strategies to attract consumers and retain customers. Startups need to realize sustainable business practices where companies cannot solely focus on profit but also implement sustainable business concepts that consider social and economic dimensions. Various digital platforms can be utilized by companies to publicize their business activities. One such startup that applies this strategy is Cleansheet, a sociopreneurship in the field of cleaning service based on empowerment. The research was conducted in Bogor from January to March 2024 through interviews and the distribution of questionnaires to 285 respondents. The results of the SEM analysis show that Cleansheet's customer acquisition is significantly influenced by digital marketing, customer loyalty, and sustainability perception. Meanwhile, customer loyalty is significantly influenced by customer satisfaction, sustainability perception, digital marketing, and service quality. Regarding the indirect effect, customer satisfaction significantly acts as a mediating variable in the partial influence of digital marketing and service quality on customer loyalty.

영유아기 자녀를 둔 아버지의 온라인(on-line) 양육참여 경험의 의미와 개선요구

Objectives This study aimed to explore the meaning and the demand of online involvement in parenting for fathers raising young children. Methods To this end, a qualitative study centered on depth-interview with 8 fathers raising young children was conducted to specifically analyze the actual experiences of fathers in online involvement in parenting. Results First, it was analyzed that fathers' on-line involvement in parenting is meaningful as an effective channel for getting closer to their children through online and offline mixed play, personalized education through online-based customized information acquisition, further activating child-rearing-related communication, and achieving child-rearing goals and solving problems. Second, it was found that fathers required reliable standards for online parenting and educational information, family-friendly online content and platform development and dissemination, parental education support for content selection, and hardware support at the national and regional level to improve on-line involvement in parenting. Conclusions The main context of online involvement in parenting for fathers raising young children was the expansion of play between fathers and children through online and offline connection, and in this process, it was found that social and emotional meaning was formed to form a closer relationship with each other. In addition, it was found that fathers' online-based involvement in parenting enabled information tailored to their children's personal characteristics, enabling individualized education for children, and further activating communication with spouses and families and children.

Post–crises capability development – the silver lining: learning from e-tailers’ adaptation to greater protection needs

Purpose This study draws lessons from e-tailer adaptations to the enhanced protection needs of employees and customers and capability development, during events such as social distancing causing crises (SDCC) and provides a conceptual framework. Design/methodology/approach A grounded theory-based approach has been used wherein 130 news articles and 48 journal papers were analyzed to understand the real-world measures and impact. Findings E-tailers adapt to provide their workforce an environment that caters to their increased need for physical and mental well-being and take measures for customers health protection. They also take initiatives toward mitigation of the high incidence of cyber fraud faced by the vulnerable customers. In the process, they develop several capabilities during and post-crises. Research limitations/implications The study focuses only on the impact of COVID-19 on e-tailing. This is a limitation and other industries and crises may be studied in the future. Practical implications The study holds significant potential for future research as the three research propositions offered can enable hypothesis generation for larger quantitative studies. The adaptation to the enhanced protection needs of employees and customers result in the development of several capabilities such as a more equitable work environment, a more loyal, productive and adaptable workforce, increased customer retention and acquisition and a better image. Hence this study has several organizational development practical implications as it provides managers lessons to survive and thrive from future crises. Originality/value Few studies have investigated e-tailers adaptations for enhanced protection needs of employees and customers and its impact during and after SDCC. This empirical study extends a body of literature which is scarce.

Why don’t You Want My Money: A Study of the Acceptance of Cryptocurrencies in Online Cannabis Markets

ABSTRACT Drug trafficking is a crime that is constantly renewing and adapting to new technological advances. With the emergence of cryptocurrencies, many offenders have incorporated this technology in the development of their criminal activities. It is usually assumed that characteristics of this virtual currency such as its security and anonymity could favor criminality. This paper studies the acceptance of cryptocurrencies in online drug markets in Canada. The results show that most marketplaces refuse cryptocurrency as a form of payment. Furthermore, they suggest that this acceptance is based on criteria of business improvement and customer acquisition, with the market’s need to take advantage of the cryptocurrency’s features being less important. Merchants do not consider their use necessary to protect the development of their criminal activity and therefore most of them do not intend to accept them in the future. The extended TAM has shown to be valuable in elucidating conclusions regarding the acceptance of cryptocurrency in this area.

Factors Influencing the Effectiveness of Enterprise Marketing Communications

Theoretical background: Marketing communication is a key element of marketing, supporting tasks such as information, image building and customer acquisition. The effectiveness of communication depends on many factors, including the methods and tools used as part of an integrated marketing strategy. Digital transformation has significantly affected the ways consumers are reached, forcing marketers to adapt traditional methods to new technologies. Consumers, more trusting of each other than of companies, are becoming active marketers, increasing the importance of online communication. Modern marketing communication relies on synergies between old and new media, and on building a strong brand as the basis for a successful strategy. Purpose of the article: The aim of this article is to analyse the literature on the topic and, on this basis, to try to answer questions related to communication processes in marketing: How has communication changed in recent times? What factors influence the effectiveness of marketing communication? What currently has the greatest impact on marketing communication in a company? To answer the questions, articles containing the topics under study and found in the SCOPUS database were analysed. Research methods: Scientometric and bibliometric techniques were used as the research method, analysing citations and co-occurrence of keywords. Articles written between 2000 and 2023 were analysed. The papers analysed were grouped into 4 periods: Period I – 2000 to 2010; period II – 2011 to 2015, period III – 2016 to 2020 and period IV – 2021 to 2023. A score of more than 100 publications was obtained and, in the next step, limiting the number of publications, the criterion of the number of citations was adopted. A ranking of the best-cited articles was developed in each period, and based on these, factors influencing the effectiveness of the marketing communication process were analysed. Main findings: Through a comprehensive literature review on marketing communication, the factors influencing marketing communication that change over time have been identified in tabular form. A model was proposed that summarises the factors influencing the effectiveness of marketing communication in a collective way.

Performance Analysis of Slamet Riyadi Hospital Pharmacy Installation Surakarta Using Balanced Scorecard Method

This study aims to determine the extent to which the performance of the Pharmacy Installation of the Hospital Class III 04.06.04 Slamet Riyadi Surakarta with the Balanced Scorecard method. This study is a non-experimental study with an exploratory and descriptive design. Data were collected retrospectively and simultaneously with in-depth interviews with pharmacists of the pharmacy facility, staff and patient questionnaires, and direct observation. Data were analyzed descriptively and compared with existing standards. The findings indicate that 1) Financial perspective performance, TOR values are not yet in accordance with standards, the average GPM value is in accordance with the standard of 20-33% and the GROS value has not met the standard. 2) Customer perspective performance shows that there is high patient satisfaction with the performance of the Hospital Pharmacy Installation. However, there is a significant gap between satisfaction with its performance and patient expectations. Customer retention has increased customer acquisition in period one to period two. 3) Internal business perspective performance shows that drug availability reaches an optimal 100%, dispensing time for compounded prescriptions meets the standard, but for non-compounded prescriptions has not met the standard. PIO is delivered optimally 100% on information on indications, dosages, rules of use, side effects and related contraindications and how to store drugs have not been given to all patients. 4) The performance of the learning and growth perspective shows that satisfaction and work enthusiasm have a high category and the Hospital Information Management (SIM) system has not been optimally integrated. 5) The results of the SWOT analysis are included in quadrant II with a diversification strategy.

The effect of tokenized rewards on customer loyalty programs

This work investigates customer responses to the tokenization of hotel loyalty programs. Drawing on self-enhancement theory, Study 1 investigates the effect of reward type (i.e. control vs tokenized reward) on customers' perceptions of the reward (i.e. economic value, program attractiveness) and their behavioral intentions towards the hotel (i.e. switching intentions, recommendation intentions). Findings highlight reward novelty and psychological ownership as two mediators of the above relationships. Study 2 replicates these effects in a cryptocurrency owner context. Study 3 examines the effect of the hotel's type (i.e. luxury vs budget) on the reward type-customer responses relationship. We showcase that tokenized rewards generate a more favourable attitude towards loyalty programs and that they remain an effective customer acquisition strategy for high-end hotels.

Digital Innovations and Competitive Advantage of Commercial Banks in Kenya

Purpose: The purpose of the study was to ascertain the role of digital banking technological innovations in enhancing competitive advantage among commercial banks in Kenya. Specifically, the study sought to examine the influence of digital technological innovations for market, digital banking innovations for differentiation, digital innovations for customer satisfaction and the influence of ICT infrastructure on competitive advantage of commercial banks in Kenya Methodology: Descriptive research design was adopted for the present study. The study was carried out in Kenya, covering all the 39 solvent commercial banks in Kenya as of 31st March 2024. The study adopted the census data collection method from the headquarters of the 22 solvent commercial banks belonging to Tier 3. Four key officers including the sales manager, loan officer, relationship manager, and risk manager totaling to 88 were sampled to participate in the study. Findings: The findings indicate that there is a significant relationship between market positioning and competitive advantage (B = 0.292, p = 0.003). On the other hand, Differentiation is established to have a negligible influence on competitive advantage in this model (B = 0.027, p = 0.852). Customer Satisfaction comes out strongly, as a factor that defines competitive advantage (Coefficient = 0.247, P = 0.046). Unique Contribution to Theory, Policy and Practice: The study recommends that Kenyan commercial banks invest in continuous digital innovation, particularly in mobile and Internet banking, to strengthen market positioning, improve brand perception, and offer personalized services. Banks should also enhance their ICT frameworks for better service delivery, data protection, and adaptability to market changes. Emphasizing mobile banking innovations and staying updated with emerging digital trends will help banks reduce customer acquisition costs, expand their customer base, and maintain a competitive edge in a dynamic industry.

The Impact of Artificial Intelligence Marketing on E-Commerce Sales

This review explores the influence of AI marketing on e-commerce sales, examining how AI-driven strategies affect key metrics such as customer acquisition and conversion rates. Given the growing importance of AI in online retail, this paper employs a critical review methodology, analyzing 50 documents from the Scopus database. The analysis reveals that AI tools like chatbots, personalization engines, and predictive analytics significantly enhance e-commerce performance. The study provides practical and theoretical contributions, offering recommendations for businesses and suggesting future research directions.

The Effect of Promotion and Price on Consumer Decisions in Buying Apple Products at the Royal Store in Pontianak City

This study explores the impact of promotion and price on consumer purchasing decisions regarding Apple products at Toko Royal in Pontianak. The rapid growth of technology and communication tools has heightened the demand for smartphones, particularly those offered by well-known brands like Apple. By analyzing data from 100 respondents through questionnaires and interviews, this research aims to examine the influence of promotional strategies and pricing on consumer choices. The findings indicate that while promotion does not significantly affect purchasing decisions, price plays a crucial role in shaping consumer behavior. The results underscore the importance of pricing strategies in maintaining a competitive edge in the smartphone market. This study offers insights for businesses looking to optimize their marketing efforts and pricing models to enhance customer acquisition and retention.

ENHANCING CUSTOMER ACQUISITION THROUGH CREATIVE COMMUNICATION IN PERSONAL SELLING: A CASE STUDY OF PT TIRTA ASASTA DEPOK (PERSERODA)

This research aims to explore the role of communication creativity in personal selling strategies to increase the number of customers in the Marketing Team of the Regional Water Company Tirta Asasta Depok in 2024. The method is an exploratory case study. Primary data was collected through interviews and direct observations, while secondary data was gathered from literature, company documents, and previous research. The theoretical framework includes Computer-Mediated Communication, Social Exchange Theory, and Media Convergence Theory. The research findings show that communication creativity in personal selling involves utilizing media convergence tools such as laptops, WhatsApp, email, and Zoom to interact and negotiate with customers. This strategy is further enhanced by offering rewards, providing gifts, and using motivational narratives to build relationships. It also includes delivering more comfortable services with improved negotiation management and collaborating with local authorities to expand outreach. As communicators, neat and polite appearances, along with the use of "lip service" to create comfort and trust play significant roles. However, communication barriers were negative customer perceptions regarding new connection fees, public corporate image, and the skepticism toward government-owned enterprises. The findings indicate that creativity in communication can effectively enhance customer acquisition.