Customer Attraction Research Articles

Trademark Empowerment using Optimal Neutrosophic Topological Vector Space for Maximizing Customer Attraction

Neutrosophic set is introduced as a generalization of intuitionistic fuzzy set, where any elements x ∈ X we have membership (T), non-membership (F), and indeterminacy (I)degrees. Neurosophic vague topological spaces are presented in various notations like neurosophic vague compactness and continuity. Trademarks are the essential components of intellectual property that allow owner to earn profit based on their name. In this industry, retailers typically use feedback channels like customer care service, website review complaints and suggestions boxes to gain user reviews on service satisfaction. But, there is a gap between these techniques. Customers are not fulfilled with them due to lack of trust in management, a lack of flexibility and slow responsiveness. This has prompted examination of the effect of customer feedback channels (CFCs) on client satisfaction and the necessity to develop a new CFC using artificial intelligence (AI). Thus, this study designs a Trademark Empowerment using Optimal Neutrosophic Topological Vector Space (TE-ONTVS) technique for Maximizing Customer Attraction. The intention of the TE-ONTVS technique lies in the prediction of customer behaviour and attraction. To accomplish this, the TE-ONTVS technique undergoes data scaling using Z-score normalization. In addition, the TE-ONTVS technique uses NTVS approach for the identification of customer behaviour and attraction. Lastly, whale optimization algorithm (WOA) is applied for optimal parameter tuning of the NTVS algorithm. A series of experiments were involved to demonstrate the enhanced outcomes of the TE-ONTVS algorithm. The obtained results stated that the TE-ONTVS technique reaches optimal performance over other models

ЭФФЕКТИВНЫЕ ТЕХНОЛОГИИ ПРИВЛЕЧЕНИЯ КЛИЕНТОВ В АВТОСЕРВИС

The article discusses effective technologies for attracting customers. The classification of technologies is carried out, the main indicators of the effectiveness of Internet technologies for attracting customers to the car service are highlighted. A business process for planning and con-trolling the marketing budget of a car service has been developed. A methodology for selecting ad-vertising agencies to provide services to attract customers to the car service has been developed. The interrelation of the company's strategy with customer attraction activities is shown.

RESEARCH AND DESIGN OF THE MARKETING CLOUD SALESFORCE CRM ARCHITECTURE DEPENDING ON THE COMPANY'S MARKETING STRATEGY

The purpose of the study is to increase the level of effective attraction of new customers and retention of the company's existing customer base through the implementation of innovative marketing strategies. The expediency of using the concept of customer relationship management (CRM) and the use of CRM-class information systems to achieve the goal has been proven. The CRM platform Salesforce Marketing Cloud, which belongs to cloud types of information systems, was studied. A description of the Salesforce Marketing Cloud business logic is given, which includes decision-making based on analytical data, customer segmentation, automation of an individual approach to customers with the aim of increasing customer loyalty and increasing company revenue. Salesforce Marketing Cloud provides an opportunity to create and manage personalized marketing activities, interact with customers through various channels, analyze the effects of marketing efforts for continuous improvement of the company's marketing strategies. The functionality and features of the main components of Salesforce Marketing Cloud were studied. Salesforce Marketing Cloud allows you to effectively manage email marketing, mobile marketing, social media campaigns and other types of marketing. Salesforce Marketing Cloud empowers companies to create and manage personalized marketing efforts, engage with customers across multiple channels, and analyze their marketing efforts for continuous improvement. Salesforce Marketing Cloud architecture was designed for behavioral segmentation of the company's customers. A web application has been developed to improve the platform users' experience with customer data stored in Data Extensions. To automate customer segmentation based on their behavioral data, Automation Studio was used, SQL queries were built, and Data Views system data tables were used. The developed architecture of Marketing Cloud Salesforce CRM based on behavioral segmentation is an important tool for the implementation of the company's marketing strategy, ensuring the successful attraction and retention of customers, as well as for achieving strategic goals.

Optimizing shared recreational vehicle service areas: A multi-strategy approach for economic performance and user satisfaction

In order to reduce overtourism and traffic congestion, local authorities may have to divert recreational vehicle traffic to off-site service areas. The problem that will arise is how best to accommodate different types of users with opposing preferences in the same area, some wanting to be as close as possible to the major site to be visited, others seeking peace and quiet. We have represented their specific attitudes using a two-stage decision-making process via a conjunctive model followed by a compensatory model. We then propose to model three strategies, seeking either to optimise customer attractiveness, or profit, or space occupation, in order to define a location, capacity and price for this shared area. Using a realistic data set, the results show that economic performance follows a concave curve as a function of the population mix. Moreover, only the strategy of maximising attractiveness suggests always mixing users in the same area.

Analysing the Role of Visual Content in Increasing Attraction and Conversion in MSME Digital Marketing

In the rapidly digitizing era, the business world, especially Micro, Small, and Medium Enterprises (MSMEs), undergoes significant changes in marketing strategies. Digital marketing has become a highly effective tool to enhance visibility and customer attraction. In this context, visual content plays a crucial role as a primary element in crafting digital campaigns. This research aims to analyze the role of visual content in enhancing attraction and conversion in MSMEs' digital marketing. The approach involves an in-depth exploration of literature through qualitative analysis, intending to achieve a comprehensive understanding of the subject from 2013 to 2023. The study results indicate that in the continually evolving digital marketing landscape, the role of visual content in supporting MSMEs is crucial. Visual content not only captures consumer attention but also builds brand identity, enhances engagement on social media, strengthens storytelling, simplifies product understanding, supports SEO, and ultimately increases conversion rates. By effectively designing and optimizing visual content, MSMEs can harness its full potential to grow and succeed in the digital market.

Pelatihan Teknik Menulis Copywriting Melalui di Media Sosial Untuk Meningkatkan Daya Tarik Calon Pelanggan Produk UMKM Di Rt 03 Rw 06 Kelurahan Yosodadi

This service aims to increase the attractiveness of potential customers for MSME products in RT 03 RW 06 Yosodadi Village through training in copywriting techniques on social media. Effective copywriting is the key to introducing products persuasively and building engagement with consumers. The training participants involved participants from MSME actors in the RT. The training method involves theory and practice sessions, with a focus on copywriting strategies that suit the characteristics of social media. In addition, monitoring and evaluation of training results is carried out to measure increases in product attractiveness and interaction on social media. It is hoped that the results of this research can make a positive contribution in strengthening the branding and marketing of MSME products at the local level, creating sustainable business opportunities, and providing economic benefits for the community in RT 03 RW 06, Yosodadi Village. The training method implemented involves a participatory approach, where training participants are actively involved in the learning process and developing copywriting strategies. In addition, an analysis of local market characteristics and potential customers' preferences is carried out to adapt the copywriting approach to their needs and desires. This training also provides participants with an understanding of the use of social media as an effective platform for building networks and increasing product visibility. The training material includes techniques for writing attractive titles, using relevant images, and applying persuasive language. Evaluation is carried out through monitoring online interactions, the number of content shares, and the increase in the number of followers or likes. It is hoped that the results of this training can make a positive contribution to increasing sales and popularity of MSME products in the RT 03 RW 06 environment. As an effort to empower the local economy, this research is expected to be able to provide insight to MSME players regarding effective marketing strategies in the digital era, as well as encourage collaboration between MSME actors in increasing the competitiveness of local products in the wider market.

Transformations of customer loyalty attitude in marketing: Key components of modern loyalty

In the marketing landscape, there has been a noticeable shift from the well-established “customer retention” loyalty programs of the 2010s to the emerging trend of “customer attraction” programs in the 2020s. This study aims to investigate the underlying reasons behind these transformations and identify the key components shaping a contemporary customer’s loyalty towards brands. To accomplish this, an empirical research was undertaken, interviewing 129 representatives of the “EU-Conexus” network, which education and research institutions are located in Lithuania (i.e., Klaipeda University), Spain (i.e., Catholic University of Valencia), Croatia (i.e., University of Zadar), Romania (i.e., Technical University of Civil Engineering), Greece (i.e., Agricultural University of Athens) and France (i.e., La Rochelle Université). The study employed a quantitative methodology, using a standardised online questionnaire contained multiple-choice, single-choice 18 detailed closed questions. The collected research data were subsequently analysed using MS Excel software through the application of descriptive statistics data processing techniques. The findings of this study revealed that regular and annoying promotional material and “intricate” loyalty programs are usually irritating contemporary customers and can be a reason to leave a brand. Consequently, modern brands are encouraged to regularly rethink – re-evaluate and re-design – their loyalty marketing strategies to become relevant to customers’ needs. The study also highlighted the key components significantly influencing the loyalty of respondents: (i) high quality and responsibly priced goods and (or) services, (ii) well-organised customer service, (iii) a “rational” customer loyalty program, and (iv) an adequate number of promotional messages containing relevant content. Acknowledgment The authors are sincerely thankful to the “EU-Conexus” community for their benevolent and active participation in the research implemented in frames of this study.

Управління інноваційним розвитком будівельних підприємств : реалії та перспективи

The article examines the role of innovative development in ensuring the effective functioning and development of domestic enterprises in the construction industry in modern conditions. The key factors affecting the success of the implementation of innovations in construction enterprises are systematized and the principles of managing their innovative development are defined. Features and challenges faced by construction enterprises in the field of innovative development in the conditions of martial law in Ukraine are outlined. The main trends in the management of innovative development of construction enterprises were analyzed, which currently include: green construction and carbon-free production as elements of a circular (closed loop) economy; 3D printing technology in construction; digitization of processes/services, use of augmented reality technology; predictive analysis involving artificial intelligence technologies; mobile access technologies and integration of disparate data in processes; robotization of certain works and use of drones; development of the “smart cities” concept. Recommendations and proposals for improving the management of innovative development of construction enterprises to achieve sustainable growth and competitiveness in this field have been developed. The strategy of innovative development of construction enterprises is proposed. The strategy of managing the innovative development of construction enterprises may include the following steps and stages: analysis of the needs and capabilities of enterprises; definition of strategic goals; resource planning; research and development of new technologies, products or services that can be implemented in the enterprise of the construction industry; financing of innovative projects; implementation and commercialization of innovations in practice; monitoring and evaluation of the effectiveness of implemented innovations; ensure establishment of an innovative culture at the enterprise; development of partnership relations with other enterprises; attraction of customers and clients; provision of training and dissemination of knowledge about innovations among the company's employees; establishment of cooperation with state bodies, institutions.

Evaluate the Impact of Strategic Factors Used by Supermarkets on Customer Attraction: Special Reference to Supermarkets in Gampaha District, Sri Lanka

Evaluate the Impact of Strategic Factors Used by Supermarkets on Customer Attraction: Special Reference to Supermarkets in Gampaha District, Sri Lanka

PENERAPAN ALGORITMA C4.5 DALAM MENGUKUR TINGKAT KEPUASAN NASABAH PADA PT BANK MUAMALAT INDONESIA KCU MEDAN BARU BERBASIS WEB

In the field of service providers, sharia banking and conventional banking have differences in their characteristics which lie in the practice of running business operations, where operations are based on sharia principles, and this principle is the main attraction for customers to utilize sharia bank services. Quality of service is a key factor that will become a competitive advantage in today's banking world. This happens because the bank as a service company has the characteristic of being easy to imitate a product that has been marketed. The measurement method for determining customer satisfaction at Bank Muamalat is by applying data mining, where customer data that makes transactions will be inputted into the system and then processed using the C4.5 method with predetermined criteria. Data mining is a process of finding meaningful relationships, patterns and trends by examining large sets of data stored in storage using pattern recognition techniques. According to Algorithm C4.5 is an algorithm used to form a decision tree.

The perks of being an attractive public customer

PurposeIn industrial buyer–supplier relationships, being an attractive customer has been found to result in superior supplier performance. However, there is a limited understanding of how these benefits transfer to the public domain. This study aims to explore the influence of customer attractiveness on supplier resource mobilization efforts toward the public sector.Design/methodology/approachA qualitative approach was used, focusing on in-depth interviews with 23 informants from 3 critical and complex supplier markets. The data were processed using inductive coding and thematic analysis.FindingsThe findings indicate that customer attractiveness in the public sector influences suppliers’ mobilization efforts on several dimensions. In addition to stimulating competition in the tender phase, customer attractiveness can yield important benefits to quality, supply stability and innovation during the business relationship. It appears imperative for the public sector to improve its standings with suppliers to both mitigate the apparent risk of sub-par treatment and to unlock the preferential supplier treatment associated with being an attractive customer.Social implicationsReceiving increased mobilization from suppliers will result in better use of public money and help improve resilience and innovation in public procurement.Originality/valueThis study extends the research on customer attractiveness in the public sector by being the first to explore the range and nature of its influence on supplier mobilization efforts.

Customer loyalty and administrative management of e-commerce in the telecommunications sector in Latin America

Business management plays a crucial role in brand positioning using the digitization of processes and strategies to attract customers, especially during the Covid-19 pandemic. The objective of this study is to identify the actions implemented by the administrative management of international corporations regarding investing in e-commerce and enhancing consumer loyalty. The sample comprised leading telecommunication companies, such as O Globo, Claro, and Tigo, according to the Katnar Ranking. A qualitative non-experimental design methodology was applied based on the documentary analysis of the annual reports. As a result of the investigation, it was found that 54% of the investments in business management maintained a customer attraction approach through electronic commerce strategies based on the organizational communication policy. In addition, 57% of the investment is allocated to the design of marketing plans through official websites. 54% of the incentive scale focuses on special offers on commemorative dates. On the other hand, 61% represent the importance of recognition of the digital shopping experience. Finally, 47% of the investment is focused on strengthening the processes that guarantee compliance with the duty of suitability. In conclusion, the business strategies proposed to promote electronic commerce and consumer loyalty have managed to promote digital transformation in the long term because administrative management focused on customer satisfaction and acquisition, which is essential to achieve business success in the digital age.

Short-lived product returns forecasting when customers are unwilling to return the product: A grey-graphical evaluation and review technique

Consumer electronics, such as mobile phones, laptops, and tablets, encounter the challenge of short product life cycles due to the rapid advancement of technology, marketing models, and rapidly changing consumer tastes. This study attempts to provide a forecasting model for a short-lived product for closed-loop supply chain planning. Importantly, we model the setting where the customers prefer to store the product instead of returning it for various reasons such as security and secondary use. We proposed a generic method that can be implemented for any technology-driven product's returns and remanufacturing process. We used the Graphical Evaluation and Review Technique to calculate the probability and quantity of product returns, the quantity of modules, parts, materials, and disposal. Then, we employed the Grey-Graphical Evaluation and Review Technique to calculate the expected time interval for core returns and the expected interval for the availability of module/parts/material for reconditioning/ remanufacturing of the product. An illustrative case study demonstrates the results of the forecasting model. Further, we analyzed the effect of customers' unwillingness to return the product on the reverse network. Our analysis asserts that the customer storing an end-of-use product has a greater impact on the probability of overall product return. Our analysis found that when customers tend to return the product instead of storing it for secondary use, the equivalence probability of returns can increase up to 91 %. In addition, we also address the effect of product return on the “ecological rucksack” of mobile phones. This can help policymakers design hassle-free return experiences and attractive customer incentives.

Inverse optimization of integer programming games for parameter estimation arising from competitive retail location selection

When determining store locations, competing retailers must take customers’ store choice into consideration. Customers predominantly select which store to visit based on price, accessibility, and convenience. Incumbent retailers can estimate the weight of these factors (customer attraction parameters) using granular historical data. Their location decision under full information and simultaneous competition translates into an integer programming game. Unlike incumbents, new entrants lack this detailed information; however, they can observe the resulting location structure of incumbents. Assuming the observed location structure is (near-)optimal for all incumbent retailers, a new entrant can use these observations to estimate customer attraction parameters. To facilitate this estimation, we propose an “inverse optimization approach” for integer programming games (IPGs), enabling a new entrant to identify parameters that lead to the observed equilibrium solutions. We solve this “inverse IPG” via decomposition by solving a master problem and a subproblem. The master problem identifies parameter combinations for which the observations represent (approximate) Nash equilibria compared with optimal solutions enumerated in the subproblem. This row-generation approach extends prior methods for inverse integer optimization to competitive settings with (approximate) equilibria.We compare the decision-making of new entrants selecting locations based on scenarios, or information about the underlying distribution of customer attraction parameters (expected values), with new entrants using inversely estimated parameters for their location decisions. New entrants who rely on inversely optimized parameters can improve their profits. On average over a large set of synthetic numerical experiments, we observe improvements of 4–11%. This benefit can be realized with as little as one or two observations, yet additional observations help to increase prediction reliability significantly.

The hidden cost of organisation capital: Evidence from trade credit

Organisation capital is an important firm-specific resource that is linked to value created by key talents, and the risk arising from the unexpected departure of key talents is detrimental to the firm. We find that trade credit decreases with organisation capital, particularly when labour mobility is greater or employees have more outside opportunities. This supports the agency view of organisation capital. However, when the threat of losing key talents is low, such as during the global financial crisis, the efficiency view of organisation capital prevails, making firms with high organisation capital more attractive customers for suppliers. The evidence is robust to endogeneity tests.

Improving startup’s attractiveness as industrial customers by organizing theirpurchasing activities

Purpose This study aims to analyze how startups organize their purchasing activities to improve operative excellence and become attractive customers. Design/methodology/approach The authors use a two-phase exploratory approach with semistructured interviews and a World Café. In total, 20 startup purchasers and suppliers participated. It is an international study with participants from eight countries (Belgium, Brazil, France, Germany, Hungary, The Netherlands, the UK and the USA). Findings The authors find that startups organize the purchasing function in five ways: partial outsourcing, transactional-oriented, strategic only, outsourced purchasing and full department. Each type has advantages and disadvantages regarding operative excellence. The authors identify type-specific antecedents to operative excellence: forecasting, payment habits, ordering process, contact accessibility and quick decision-making. Research limitations/implications The value of this paper is that it offers entrepreneurs a framework to organize startup purchasing activities, including outsourcing options. Furthermore, it provides theoretical contributions that expand the topic of purchasing and supply organization and operative excellence to the startup context. Originality/value The value of this paper is that, to the best of the authors’ knowledge, it is the first to explore purchasing organization and operative excellence in startups.

Digital Banks in Brazil: Struggling to Reach the Breakeven Point or a New Evolution Wave?

Digital banks have profoundly changed the financial industry’s operations. In this scenario, the study of digital banks has gained increasing attention in the academic community. However, there is still a lot of room to understand how this type of organization functions and impacts different contexts. Considering the information collected, partial findings, and the professional experience of those involved in a larger research project, the main objective of this study is to present the Brazilian scenario related to digital banks from the analytical perspective of the research group. The methodological approach included analysis of partial results of a larger research project, bibliographic research, analysis of public data about digital banks in Brazil, and multidisciplinary discursive approach to conduct debates with the support of academic literature and experience from top managers working in major Brazilian financial institutions. Data on key performance indicators (KPIs), including cost breakdown, net revenue, return on equity (ROE), and cost-to-income ratio, are presented and analyzed for both traditional and digital banks. Furthermore, this study puts forward potential avenues for future research within three main research domains: digital operational efficiency for banks, customer attraction strategies employed by digital banks, and the utilization of digital financial services in the retail industry.

Integrated Framework for Measuring the Impact of Corporate Sustainability Performance on Financial Performance via Customer Attraction

The study aims to develop an integrated framework for measuring the impact of corporate sustainability performance on financial performance via customer attraction. The study explores and communicates by literature the linkages and factors affecting corporate sustainability performance (i.e. socio-economic and environmental activities): how do proper socio-economic and environmental management translate to corporate socio-economic and environmental performances; how can factors of socio-economic performance (e.g. socio-economic development and human rights) and environmental performance (e.g. environmental process and product focus) translate via customer attraction to different measures of profit. The results prove that socio-economic development, human rights, environmental process, and product focus translate to corporate socio-economic environmental performance, and then – via customer attraction – positively influence financial performance. The study assists management to know how to achieve competitive advantage and increase their triple bottom lines by attracting and retaining customers, thus, how it ultimately influences environmental, social, and economic success. The value of the study is that it delivers an integrated framework for measuring the impact of corporate sustainability performance on financial performance via customer attraction.

SMEs’ Eco-Friendly Food Packaging Critical Factors: An Empirical Study

Abstract. SMEs are economic driver that need to have a more sustainable business development strategy. Issues arise in food packaging which has a direct impact on environmental damage and pollution. In addition, food packaging is one of the factors of business competitiveness and attractiveness for customers. This study aims to obtain a direct picture from SMEs in the field about whether there is awareness to use eco-friendly packaging, what is their current condition of food packaging, and what they need for the next development strategy. The method used in this study is a qualitative approach using a survey with open-ended questions on 49 SMEs. This study uses a coding approach, content and semantic analysis to explore the study. The findings obtained from this study are that there is awareness and knowledge about the importance of using environmentally friendly products. For the perpetrators, the current conditions are not yet ideal for total use, due to business considerations, access to materials, and high prices. In the future, SMEs actors will focus on their packaging development strategy on several aspects, namely material, design, and cost. SMEs need to increase their skills and knowledge regarding eco-friendly packaging and support from relevant stakeholders in order to become a sustainable business.

Design and Implementation of a Web-based Leather Goods Inventory System using the SCM approachased Astina

UD. Astina is one of the small and medium enterprises (SMEs) engaged in the production of leather goods such as shoes and sandals. The problems that occur at UD. Astina, that is, there is often a shortage and accumulation of supporting materials which are sometimes unstable. UD. Astina still carries out a transaction system manually and has not been computerized so that it hampers the marketing process for the production of leather goods and slows down the attractiveness of customers at UD. Astina. This research aims to design a system at UD. Astina who assists in optimizing the supply process for leather raw materials that must be available when carrying out production by applying the SCM method.The results of research with the construction of Electronic Supply Chain Management (E-SCM) in managing raw materials at UD. Astina can help make UD work easier. Astina in placing orders with suppliers so that they can anticipate shortages of leather raw material stock. So it can be concluded that Electronic Supply Chain Management (E-SCM) can be applied at UD. Astina in the management of leather raw material supplies.