Customer Attraction Research Articles

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.

Total Quality Management for Competitive Advantage in the UAE

Purpose: The study purposed to examine the influence of total quality management on the competitive advantage of businesses in the United Arab Emirates. TQM has been studied in the past but not in the context of competitive advantage, especially in business in the United Arab Emirates. The paper aimed to examine TQM practices and their influence on businesses' competitive advantage in the United Arab Emirates.
 Methodology: The study utilized a quantitative method aligned with a positivist philosophy and a deductive approach. A structured questionnaire was used to glean data from 54 participants. The sample was chosen through random sampling. The questionnaire was launched online and withdrawn after the allocated timeline was depleted. The response rate was 90% at the time of the withdrawal. Data were analyzed using descriptive statistics.
 Findings: The results showed that different TQM practices such as customer focus, effective communication, continual improvement, fact-based decision making, strategic and systematic approach, integrated system, employee involvement, and process approach increased the business's competitive advantage in the United Arab Emirates. Also, the results showed that businesses that adopt TQM practices get time-based, cost, first mover, product differentiation, and price advantages through increasing customer satisfaction, reducing costs and defects, customer attraction, product quality loyalty, and product differentiation. Lastly, the result showed that TQM positively affects UAE business by increasing overall competitiveness.
 Unique Contribution to Theory, Practice and Policy: The study was anchored on customer focus theory which focuses on the customer, the modern market has arguably embraced this in the business environment where information systems development is considered. The findings of this study are insightful to business managers as they underpin the importance of implementing different TQM practices and leveraging them for competitive advantage

NFC TECHNOLOGY AND ITS DEVELOPMENT PROSPECTS

The article examines a system for making contactless payments using NFC technology. The practice of acquiring as a trade method that increases the attractiveness of business for the client and simplifies trade processes for owners and employees is considered. The relevance of such a system in Ukraine and the prospects for its development have been determined. The presence on the market of such systems, combinations of systems that allow to obtain the same attractiveness for business and customers was analyzed. Despite the fact that such systems attract customers to the business, the number of services that can provide relevant services to the customer or business remains insignificant, and ready-made solutions combining functionality for the customer and the seller at the same time have not been found to date. The purpose of the article is to present the stages of development of contactless payment systems that transfer data between client applications using NFC technology and a server based on microservice architecture. The article presents a system of contactless payments based on NFC technology, its structure and algorithm of operation. It is indicated that the principle of operation consists in receiving and transmitting data from two end customers of the system to one of the payment systems in a certain order, which allows for safe payment transactions.

A Perceptual Approach to the Impact of CSR on Organizational Financial Performance.

Corporate social responsibility (CSR) is a progressively significant issue for organizations and governments. To benefit from a good reputation that reflects on organizational performance, organizations must ensure the balance between stakeholders' needs. This paper studies the direct and indirect effects of CSR on organizational financial performance as perceived by employees of organizations. The investigation used structural equation modeling to evaluate and describe the nature of the relationship between these two variables. The empirical study uses a perceptual approach, evaluating the perceptions of the closest stakeholders (employees). Data on the perceptions of 431 employees in Romanian organizations were collected following a questionnaire-based survey. The results indicate a strong effect of social responsibility on both direct and mediated organizational financial performance. The relationships established with the stakeholders ultimately affect organizational financial performance through variables such as the attraction and retention of employees, the attraction and loyalty of customers, more accessible access to capital, and the organization's reputation.

The Study on the Effectiveness of Sustainable Customer Relationship Management: Evidence from the Online Shopping Industry

Sustainable development integrates business, environmental, and social objectives into a unified effort to achieve a common goal. Sustainable customer relationship management (CRM) combines company strategy, customer-focused business processes, and computer technologies. From the consumer’s perspective, it lowers psychological, energy, time, and other costs; from the company’s perspective, it offers a means of engaging with customers to build lasting and reliable relationships. The sustainable CRM program provides advantages to businesses in various industries, particularly online commerce. It alludes to a comprehensive strategy that promotes solid interactions between buyers and sellers of goods and services. Since current customer retention is less costly than new customer attraction in competitive markets, especially online shopping, identifying the factors affecting relationship management with stable customers is essential. This investigation intends to evaluate the effect of the use of management information systems (MIS), as well as insights on employee behavior and knowledge, and customer behavior (satisfaction and loyalty), on the effectiveness of sustainable CRM in online shopping. The model is validated using the PLS–SEM technique, and study sample of 293 employees and managers from private organizations. According to the results, the MIS, employee behavior and knowledge, customer satisfaction, and customer loyalty influence the effectiveness of sustainable CRM in online shopping. Furthermore, employee behavior and knowledge positively moderate the relationship between customer loyalty and the effectiveness of sustainable CRM. However, the moderating role of employee behavior and knowledge on customer satisfaction and the effectiveness of sustainable CRM is not confirmed. Overall, taking these characteristics into account might help organizations to take significant steps toward increasing the efficacy of sustainable CRM.

Pemanfaatan Metode Fuzzy Logic Mamdani Dalam Menentukan Lokasi Terbaik Penjualan Coffee Shop Menggunakan Matlab

MSME business growth today continues to increase as stated on the www.indonesia.go.id website, MSME growth in 2021 reached 61.07 percent. So that it can help increase employment. One example of MSMEs is Coffee Shop which is increasingly mushrooming in certain areas. This contains business competition in the management of the coffee shop business must be the main calculation for business actors. Determining the right location will increase attractiveness for potential customers who will come, such as the location of crowds in the area such as close to lectures, in cities that have high mobility and so on, this needs to be carefully calculated in order to determine the right sales strategy. In determining it, a decision support system is needed that will help business actors in choosing a place of sale

NATION BRAND ARCHITECTURE- A REALITY OR REVERIE FOR AFRICAN NATIONS: THE CASE OF BOTSWANA

Nation brand architecture gives a ‘sense of mission’ which can help unify key players, concentrate resources, increase efficiency, and create synergies in customer attraction Joao (2018). However, what seemingly works for product/ corporate brands appears to be more of a brown study for nation branding. Adoption of nation brand architecture is gaining traction in Western nations. Many countries in Africa such as Botswana seem not to be consciously employing this seemingly beneficial concept.This paper therefore explores the extent to which Botswana; an African nation has adopted this concept. It also focuses on how the nation embeds and applies the existing national identities such as national colours (reflected in the nation flag), symbols, animals, and plants in the brand architecture.The study employs a content analysis approach that investigates the nation against four overarching themes of brand architecture. Using the Dinnie (2008) Nation Brand Architecture Model (NBAR), the paper draws valuable insights from an analysis of brand architecture concepts as well as the current adopted or default brand architecture for the nation of Botswana. The paper forms the initial sequel of papers on Botswana nation brand architecture model. The initial findings present a tenuous understanding of the adopted architecture reflective of both the endorsed and branded house architecture.

ЗАСТОСУВАННЯ МАРКЕТИНГОВОЇ ЛОГІСТИКИ У РИТЕЙЛІ

Retail is the most competitive industry in entrepreneurship, with many companies offering similar goods and services. Marketing logistics is one of the key factors that help companies stand out from their competitors and increase their profits. Marketing logistics ensures the delivery of goods and services in the right time, place, and quantity, which allows for maximum customer satisfaction and increased loyalty. At the same time, marketing logistics reduces costs for storage, transportation, and delivery of goods. However, in practice, many retail companies do not use marketing logistics properly, leading to low business efficiency and decreased competitiveness. Therefore, the problem of effective use of marketing logistics in retail is relevant. The goal of the research is to apply marketing logistics in retail and identify the problems that hinder its effective use. In the research process, general scientific methods such as analysis, systematization, and generalization were used. Marketing logistics is an important element in the effective management of retail goods supply. The use of marketing logistics in retail allows a reduction in the costs of goods supply, an increase in business profitability, as well as the attraction of new customers and increased loyalty from existing ones. Marketing logistics helps in supply chain management, ensures accurate delivery of goods, and improves customer service quality, which is reflected in increased business profits. The use of the approaches mentioned in the article by retail companies will allow optimal support of sales of goods and services. The main practical advantages of using marketing logistics in retail include: cost reduction for logistics, improved service quality, improved product quality standards, increased sales, improved inventory management efficiency, and increased competitiveness. The analysis of the world experience of using marketing logistics in retail allows identifying the most effective approaches and strategies for its implementation, which can be used by companies to improve their business efficiency and increase their competitiveness.

A Study on the Recent Reforms of the Advertisement Industry

Advertising has been the method of attraction of customers for the sale of a product or service since ages. Previously the advertising was used mainly to make the prospective customers aware about the existence of a product or service.But as the days have passed and people have moved towards the digital era there has been a complete revolution in the advertising field as well.The nature of advertising , the objective of advertising , the channel and mode of advertising all have changed a lot.As a result of these changes the whole meaning of advertising has transformed. From being a tool of marketing, it has evolved into tool of expressing the emotion feeling or any mode of preaching a social message without having any motive of business at all. This paper tries to seek an insight into the evolution of advertising and its implication in the present days. This paper tries to find out the how the advertisement industry has evolved and the reason behind this evolution. It also discusses the impact of such evolution in the future. By studying the various forms of advertisement it is clear that the advertisement industry have gone through an havoc transformation and it has gained a great momentum during the times of covid 19 pandemic. During the time of pandemic such change advertisement be it in the form of banner or advertisement in newspaper or television or social media have influenced lives of many and even in the post pandemic era such new advertisements are continuously having an impact on its viewers.

Role of Interior and Exterior Stores Visual Merchandising on Consumers’ Impulsive Buying Behaviour: Reference to Apparel Retail Stores in Sri Lanka

Purpose: With emerging modern phenomena in the world, the aesthetic appeal of a product is utilized by retailers as visual marketing strategies. The main aspiration of the study is to investigate the influence of interior and exterior visual merchandising strategies on impulse purchases of customers in apparel retail sector, Sri Lanka.
 Methods: Quantitative research approach was employed. Primary data were collected through a structured questionnaire, using 343 consumers who are buying apparels from apparel retail stores in Sri Lanka. Acknowledging the Stimulus-organism-response (S-O-R) framework of environmental psychology, window display, floor merchandising, promotional signage and mannequin display selected as the strategies of visual merchandising.
 Findings: Multiple regression analysis results indicated that window display as the highest influencing factor followed by promotional signage and mannequin display in-store form on impulse purchases. However, the floor merchandising was not a significant influencer on impulse purchases.
 Research Implication: The study contributes to theory by testing the applicability of the S-O-R framework of environmental psychology to visual merchandising strategies as stimulus in the apparel retail sector. The results of the study will pave the way for both small and large retailers to gain customer attraction and increase market space through providing value for the customers. Also, the study will help for customers to get an understanding about marketing strategies and how they should behave in shopping travels. Furthermore, the policymakers can make best decisions with optimizing the knowledge regarding apparel industry and consumer behavior.

A VALUE-BASED MULTI-CRITERIA DECISION-MAKING APPROACH TOWARDS FLOATING HOUSE DEVELOPMENT: A CASE STUDY IN HONG KONG

This study aims at investigating the cost-effectiveness of developing a new type of house, the floating house, as a solution to land scarcity in metropolitan coastal cities. Under value management framework, the “function analysis system technique” diagram was established to identify the functions of land-based and floating houses. Participants with different backgrounds shared their views through the two designed questionnaires, assisting in determining the cost allocation and functional performance levels of the houses. Fuzzy set theory was utilized to convert the collected professional knowledge and public opinions into numerical measurements. The obtained function values disclosed that, despite weaknesses in the conventional living and structural issues, the floating house still shows competitiveness and opportunities in customer attraction, environmental sustainability, and encouraging local tourism. This paper offers the evidence and reference to both practitioners and governments seeking for a better value of the money they invest in future floating house projects.

The Relevance of iBox Store Atmosphere: Building Customer Satisfaction and Loyalty

The rapid development of information technology triggers the growth of competition between gadget stores in Indonesia. Each competing store offers attractiveness for customers, one of which is iBox. A comfortable store atmosphere with unique and creative decorations is the key for businesses to attract consumers to visit. Creating a store atmosphere through visuals, arrangement, light, music, and aroma can create a comfortable buying environment to influence consumer perceptions and emotions in determining customer satisfaction and loyalty. This study aimed to determine the effect of the Store Atmosphere on Customer Satisfaction and its Implications for Customer Loyalty at IBox Indonesia. The research data collection method used a questionnaire of 211 respondents through purposive sampling, analysed using Structural Equation Modeling (SEM) with AMOS 24 tools.

УПРАВЛІННЯ ЯКІСТЮ ГОТЕЛЬНОГО ПРОДУКТУ ТА ОСОБЛИВОСТІ ЙОГО ФОРМУВАННЯ

The article is devoted to the analytical consideration of the hotel product as the main determinant of the hotel economy, which develops along with the rapidity of modern technologies in the hospitality industry. The hotel product is formed in the course of service with the close interaction of the hotel's service staff and its guest. The levels and types of the hotel product in the context of the implementation of hotel services in the process of labor activity were studied, taking into account the trends of the emergence of new challenges in the hospitality industry. The processes of creation and consumption of a hotel product occur simultaneously from the moment of entering the hotel complex to the moment of departure, during the entire service cycle the guest perceives the product as the result of the hotel staff's activities. The quality differences of goods and services in the hotel industry are analyzed. The main feature of the hotel product is the impossibility of its preservation and accumulation. It was established that the peculiarities of the process of providing a hotel product in hotels are an important criterion for compliance with national and international standards. It has been studied that quality management is an action controlled by the hotel aimed at quality compliance with established standards. The importance of the structure of the complex hotel product, which includes the following types: main, secondary, special, additional, is indicated and their importance is proven. The optimally effective technology for providing additional hotel services has been determined. The main factors that effectively influence the formation of the hotel product have been established. Increasing the level of openness of the market of hotel products and intensifying competition among hotels present them with the task of constantly improving the quality of hotel products and their attractiveness for customers. The factor of variable consumption and the consumer, his level of experience bring the issue of quality improvement to the fore. Quality is defined as the properties and characteristic features of hotel products, which cause a feeling of satisfaction in the consumer, or the absence of defects, which enhances the state of satisfaction of the tourist.

The impact of brand positioning on customer attraction in state universities. A case of Zimbabwe Open University

The impact of brand positioning on customer attraction in state universities. A case of Zimbabwe Open University

РОЛЬ КОНТЕНТ МАРКЕТИНГУ В РАМКАХ INBOUND МАРКЕТИНГУ

This article explores the shift from outbound marketing to inbound marketing, with a specific focus on the concept of content marketing. Outbound marketing, characterized by mass advertising, lacked selectivity in targeting recipients. Its drawbacks included high costs and low effectiveness, as it targeted a broad audience that might not be interested in the company's products. This approach was one-sided, lacked customer communication, and focused on product features and persuasive arguments for purchasing. In 2005, the concept of inbound marketing was introduced, emphasizing the attraction of potential customers through valuable content that encourages them to engage with the company and increases the likelihood of conversion. The term "content marketing" combines "content," referring to the material or information contained on a specific resource, and "marketing," which involves managing the market to provide consumer value and satisfy their needs. The authors argue that the customer's needs should be the primary focus of content marketing, as the content should provide independent value to them. However, businesses have their own goals, and content marketing should align with these objectives to be implemented effectively. There are three approaches to defining "content marketing": as a part or synonym of inbound marketing, as inbound marketing being a part of content marketing, or as a standalone phenomenon. Most publications equate these two approaches, considering content marketing an integral part of inbound marketing. English-speaking authors often perceive content marketing as a means of attracting the right qualified potential clients by creating and distributing relevant, valuable content. In contrast, inbound marketing is seen as a broader approach involving precise tools such as programming, analytics, marketing automation, and a wider range of methods to encourage visitors to take specific actions. This article also highlights the differences in the objectives and content of inbound marketing and content marketing. While inbound marketing aims to convert users into buyers, content marketing focuses on transforming them into potential consumers. Furthermore, the scope of inbound marketing is broader compared to content marketing.

Factors affecting customer loyalty in live-streaming shopping via facebook

The study explores the attractiveness of customers' positive emotions in the relationship between utilitarian value, hedonic value. Especially in this study, examining the relationship between customer trust variable and loyalty variable in the context of livestream via facebook that previous studies have not been verified. The study used structural equation modeling method based on partial least squares analysis technique to process and analyze 300 valid observations and confirm the proposed research hypotheses. The research results show that all variables proposed in the study are supported by the data, specifically the positive emotion variable; utilitarian value variable; hedonic value variable; trust variable; loyalty variable. Finally, the findings of this study emphasize that the variables mentioned in this study have a strong direct and indirect influence to enhance customer loyalty when shopping livestream via facebook. Simultaneously with this research result, the author of the article hopes to provide important and useful information as a reference for operators and researchers about online shopping platforms, especially related to livestream shopping activities via facebook of customers.

Green Employer Branding and Company Attractiveness for Customers in the Digital Age

Green Employer Branding and Company Attractiveness for Customers in the Digital Age

Accommodation selection criteria used by short term rental clients: an empirical approach to the Portuguese case

This study has two specific objectives: to typify the customers of short term accommodation rental; to analyse the association between the characteristics of these customers and their criteria when selecting the accommodation. Data were collected through an online questionnaire, addressed to short term rental users living in Portugal. A number of 1,000 valid answers were obtained. Results allow the identification of new characteristics of this type of customers, namely: the perception of their role in tourism destinations as tourists or rather as neighbours; the importance attributed to short term accommodation rental, in comparison to hotel accommodation; the frequency with which short-term accommodation customers' travel. As a main contribution, this study identifies the most relevant accommodation selection criteria for each customer's characteristic. This knowledge may allow short term rental managers to adapt the characteristics of their accommodation units namely in terms of price, pets' allowance, equipment and decoration, to the characteristics of the customers considered as the target segment of the business, thus enhancing customer attraction and retention.

Buying airline partners: Parallels between Swissair and Etihad Airways

During the 1990s Swissair adopted an alliance business model through the purchase of minority stakes in a number of carriers. Etihad Airways followed a similar approach from 2011 through until the onset of the Covid-19 pandemic, building equity stakes in a range of carriers in Europe, and the Indo-Pacific region. This paper uses comparative case study analysis, and argues that making substantial equity investments in second-tier (often loss-making or debt-laden) airlines increases risk without offsetting benefits. Viable alternatives to equity stakes exist including code-sharing, strategic partnerships and global alliance membership, that generate equally attractive customer perceived benefits, while avoiding the need for financial capital being applied less efficiently. Furthermore, this paper argues that profitability is not directly linked to alliance membership. Return on investment is arguably even harder to achieve when the alliance is based on a small selection of second tier carriers. The paper concludes with several future scenarios that could play out for airlines contemplating equity-based alliances, and identifies membership of one of the larger global alliances as the probable better option.

트레이드 드레스 의 국내 사례 분석을 통한 메뉴 (Trade Dress) 보호 전략

This study was conducted to strengthen the competitiveness of restaurant brands through the protection of menus and raising awareness of the rights. The scope of the study was limited to menu-related, domestic legal dispute cases and the method focused on theoretical consideration and case analysis. The results are (1) the concept of trade dress is products, packaging, design, services, and sensory markings that have attributes contributing to grasping the identity of products or services; (2) menus consisting of a combination of simple products at the level of arrangement or shape of unstructured food and ideas are difficult to be protected; (3) menus marked with simple compound words are also likely to be protected if they are recognized to have contributed to enhancing the reputation, credit, and customer attraction of a specific restaurant;. (4) the applicability of the trade dress to the dish plating was confirmed; (5) to protect trade dresses, similarities that can be regarded as infringement must be recognized along with the performance of their own efforts and investments. Based on these trade dress protection trends, suggested menu protection strategy includes preemptive measures for what conditions future sensory trademarks can be protected, database of related recipes and other data to reduce damage from menu copying, and a concept marketing strategy to have a trade dress as an entire brand image.