Customer-centric Research Articles

THE ROLE OF GAMIFIED CUSTOMER BENEFITS IN PURSUING CUSTOMERS’ LOYALTY: A MEDIATED ROLE OF CUSTOEMR ENGAGEMENT

The social media platforms have become progressively vital in modern era as a means of interacting with consumers and as a means for marketers to focus on online social networks so as to foster loyalty of brands. Purpose of this study is to analyze the causal relationship among the characteristics of gamified customer benefits (epistemic benefits, social integrative benefits, personal integrative benefits and hedonic benefits), customer engagement and customer loyalty with respect to online brand communities on social media platforms. This study also analyzes the mediating role of customer engagement between gamified customer benefits and customer loyalty. Data is collected from 250 individuals and Smart PLS-4 is used to empirically test the hypothesis. Results reveals that epistemic benefits, social integrative benefits and hedonic benefits has positive & significant impact of customer engagement & customer loyalty while personal integrative benefits shows insignificant impact on customer engagement & loyalty. This study shows mediating role of customer engagement amid gamified customer benefits and customer loyalty. Thus, this study may help brand managers to better understand role of gamified customer benefits with customer engagement and customer loyalty.

The role of quality in airport services in passenger satisfaction at Aden Adde International Airport, Mogadishu, Somalia

Service quality is crucial for all service providers operating in the open market across all industries, particularly in the aviation sector, which produces billions of dollars in annual revenue from its services. The level of service quality significantly influences client satisfaction, and conversely, customer happiness reciprocally affects the service provider. In order to attain diverse company objectives, it is imperative to prioritize customer happiness specifically during the process of privatization. The primary objective of this research is to examine the influence of airport service quality on customer satisfaction within the context of a privatized airport. Descriptive and correlation analyses were utilized in the study. A total of 400 questionnaires were administered to passengers who embarked from Aden Adde International Airport as part of the study. Subsequently, the data was subjected to analysis utilizing a statistical software program designed for social science software (SPSS). The results of this analysis revealed a robust and positive correlation between Airport customer services and customer happiness. The study additionally revealed that a significant proportion of the airport's passengers expressed dissatisfaction with the services provided by Aden Adde International airport.

Performance Measurement Integration And Performance Of Manufacturing Firms in Rwanda

Rwanda's manufacturing industry is essential to the country's economic growth and employment generation. Achieving sustainable development and global competitiveness necessitates the integration of performance assessment effectively. This entails measuring and optimizing organizational performance, especially in supply chains, using a variety of measures. Global market trends and resource limitations are two ongoing challenges that emphasize the necessity for reliable measuring methods. In order to give policymakers and business practitioners useful information, this study aims to assess the effect of performance measurement integration on manufacturing company performance in Rwanda, concentrating on important industries and geographical areas. Expectancy Theory and the Balanced Scorecard Framework (BSC), two important theoretical frameworks related to performance measurement integration in manufacturing businesses, are examined in the literature study. According to expectation theory, people are driven by their conviction that performance, effort, and results are all related. The BSC provides a strategy-based framework for decision-making at various organizational levels. It was created by Kaplan and Norton. The significance of integrating performance assessment in order to increase productivity, quality, customer happiness, and decision-making for small and medium-sized enterprises (SMEs) is underscored by empirical research. Performance in manufacturing is evaluated and optimized via the use of a variety of instruments and methods, including the BSC and KPIs. 
 The study methodology utilized a quantitative analytic strategy with an explanatory approach to comprehend the relationship between manufacturing company performance and supply chain integration. The research philosophy was shaped by positivism, which prioritized quantitative approaches. Semi-structured questionnaires were used to gather data from 213 manufacturing companies; 94% of the respondents answered the questions. The integration of performance measurement has been found to have a favorable influence on the performance of manufacturing organizations through effective communication, information exchange, and strategic supplier relationships. These findings were supported by descriptive statistics. The findings showed a positive relationship between measurement integration and company performance, with integration accounting for 49.9% of the variance in performance. The results showed that efficient decision-making and information exchange among supply chain participants were influenced. Notably, framework agreements with key suppliers were frequently used in emergency situations. The functions of logistics companies, funders, governments, media, and security personnel in relief efforts were emphasized using qualitative analysis. Issues with inadequate coordination and information exchange were noted. Enhancing IT infrastructure, adopting emerging technologies, collaborating with many stakeholders, and establishing legal frameworks for production readiness are among the recommendations. The study emphasizes how crucial technology, collaboration, and integration are to maximizing the performance of industrial firms and disaster relief in Rwanda.

Demand response model: A cooperative-competitive multi-agent reinforcement learning approach

This study introduces a novel Demand Response (DR) Model based on Multi-agent Reinforcement Learning (MARL-DR), comprised of a pricing and incentives scheme aimed at improving the accuracy of existing demand response strategies. Furthermore, this new approach represents a flexibility solution to prevent sharp price variations caused by the high penetration of unconventional renewable energy, which are directly passed on to end-users. The model employs a cooperative-competitive MARL-DR technique based on Q-learning, with the goal of determining optimal prices and incentives that maximize benefits for both customers and electric Service Provider (SP). In this regard, the model has the capability to offer customers pricing options in both real-time and time-of-use, to actively adjust each user's consumption. Additionally, through demand characterization factors, such as the coincidence factor (CF), the of typical user behavior is improved, and the influence of individual user demand on system peak demand is more accurately detected. It is also demonstrated that the cooperative-competitive approach offers better performance compared to other approaches. Finally, a sensitivity analysis is presented at various stages of the model to verify its accuracy and efficiency in pricing and incentives formulation.

The order of the factors matters: How digital transformation and servitization integrate more efficiently

This article draws on existing debates on standardization versus adaptation to propose two possible pathways for digital servitization. On the one hand, the standardization pathway posits that digital transformation enables servitized firms to make their service-based business model more standardized, and as a result, scalable. On the other hand, the adaptation pathway advocates that servitization enables highly digitalized firms to make their digital offerings more adaptable to heterogeneous customer needs, and as a result, customizable. We investigate which of these two paths integrates more effectively, and which one is thus likely to prevail in the long run. We use a purpose-built survey of 127 Spanish product firms to test these relationships using partial least squares structural equation modelling (PLS-SEM), and test single- and multi-mediation models. The results corroborate the existence of both pathways, but also suggest that the standardization pathway contributes more to performance than the adaptation pathway. This is consistent with historical transitions in adoption (services existed before digital transformation) and services being dependent on digital technologies delivered remotely. These findings suggest the benefits of customization in digital servitization are lower than previous studies seem to imply, and provide important managerial implications.

Applying Lean Principles to Eliminate Project Waste, Maximize Value, Cut Superfluous Steps, Reduce Rework and Focus on Customer Centricity

With increasingly complex demands, dynamic environments, and rapid technology changes defining business landscapes, project management methodologies are prime for disruption. Traditional project models – characterized by rigid, sequential stage-gates and siloed functional groups – struggle with wastefulness, reactive mindsets, and misalignment to customer purpose. As such, practitioners are turning to lean philosophies pioneered in manufacturing but applicable across sectors. This paper examines deploying lean principles to project environments to eliminate activities that do not directly add customer value (waste), amplify learning, decide slowly but deliver quickly, empower teams, and continuously improve. Core facets of lean covered include Value Stream Mapping to visualize workflow and identify waste; Kanban systems to limit work-in-progress, facilitate pull-based work authorization, and surface bottlenecks; Root Cause Analysis to get to the heart of problems; 5S activities for well-organized, mistake-proof workstations; and Kaizen events for rapid iterations. As illustrated through integrated case studies, these tools and mindsets facilitate lean’s primary aim within projects – determining what matters for the end-customer and optimizing all activities to directly serve this purpose. Tactics covered include defining value from the beneficiary standpoint early on, focusing on enhancing workflow from end-to-end rather than functional silos, and instilling learning and improvement mechanisms at all levels – from C-suite leadership to ground floor production. The paper closes by delineating a gradual implementation methodology – factoring in change management challenges – as well as outlining skills development required for staff to transition toward cross-functional, accountable, lean-oriented teams. While specifics vary across industries and project types, overarching insights suggest the principles represent the future of project delivery – cutting waste-related costs by upwards of 30%, accelerating timelines by over a third, minimizing scrap/rework to near-zero levels, and serving customer goals substantially better. For leaders to position projects and organizations for increasing marketplace complexity, leanness is pivotal.

An In-depth Examination of Cultural Diversity and its Impact on Service Quality in the Hospitality Industry of Nepal

The study investigated the effects of cultural diversity on organizational performance and consumer satisfaction in the hospitality sector, which was noted for its multicultural staff and customer base. A standardized questionnaire was given to a representative sample of workers in the hotel sector to measure demographic traits, attitudes toward cultural diversity, perceptions of inclusion, and the effects of diversity on business performance and customer happiness. Statistical analysis was conducted on the quantifiable data to identify trends, correlations, and the overall impact of cultural diversity on various aspects of hospitality management. The study's findings contributed to the existing knowledge on cultural diversity in the hospitality sector, providing insights into strategies and methods that enhance industry efficiency and customer satisfaction. The study emphasized the importance of cultivating a welcoming and inclusive company culture that values diversity, promotes cultural awareness, and harnesses the unique skills and perspectives of employees from diverse backgrounds.

Towards an Inclusion Framework for Strategic Hiring

Diversity, equity, and inclusion (DEI) have become a critical issue in today’s globalized and diverse workforce. The purpose of this study is to explore and analyze the best practices and implementation strategies of a strategic hiring approach that advances DEI in hiring, offering insights that can be applied across a range of industries and sectors, ultimately contributing to a more equitable and inclusive workforce. This study aims to provide a comprehensive review of the literature on DEI and strategic hiring practices, identify the key factors that facilitate the successful implementation of DEI practices in strategic hiring, as well as the common barriers that hinder success. The research instrument included semi-structured interviews, surveys with Likert scale ratings, and document analysis to gather qualitative and quantitative data. The sample consisted of HR managers, recruiters, and hiring managers from the Business Process Outsourcing (BPO) industry, with a sample size of 25 participants selected through purposive sampling. The study incorporated an exploratory, descriptive, and interpretive research design to explore the best practices and implement strategies of strategic hiring for DEI. The results indicate that organizations can adopt strategies that promote DEI through strategic hiring. By identifying and highlighting these best practices, this study can help organizations create more diverse, equitable, and inclusive workplaces, which can lead to numerous benefits for employees, customers, and society as a whole. Keywords: Diversity, Equity and Inclusion (DEI), Diverse Workforce, Inclusive Workplaces, Strategic Hiring, Implementation Strategies

IMC Strategy and Strengthening of Restaurant Brand based on Sultanate Cultural Heritage in The Recovery Period Covid-19

The development of the hospitality business, especially special restaurants that serve the Sultan's favorite dishes, requires an appropriate marketing communication strategy. Tourism and hospitality business recovered the fastest during the recovery from the Covid-19 pandemic. This research aims to create the right integrated marketing communication (IMC) strategy to reach the targeted market. Using qualitative research methods, inductive and constructivist paradigms, as well as data collection through the field and virtual world observations, in-depth interviews, and literature studies and then triangulated to produce valid research results. Currently, IMC is experiencing rapid development, not only in terms of content but also in terms of media and selection of messengers. If IMC 1.0 focuses on product content, then in IMC 4.0 the customer must be the main focus, so the communication content material created must be based on the principle of benefits and added value received by customers. such as getting new experiences, enjoying a unique and authentic taste, self-existence and others. Bale Raos restaurant has been able to create the right IMC but of course it needs improvement for more optimal results. The most important suggestion, Bale Raos Resto must review and reorganize its IMC program and improve marketing media in terms of content, format and appearance so that it is more appealing to the customer's sensory senses. meet the principle of customer benefits.

Implementasi Sistem Penjaminan Mutu Internal dalam Meningkatkan Mutu Pendidikan di MIN 1 Rejang Lebong

ABSTRACTInternal quality assurance is carried out with reference to national educational standards in order to realize the educational goals of the country. Internal quality is currently used in basic and secondary education in addition to universities. This study aims to identify and explain the internal quality system cycle's implementation. Data collecting methods include observations, interviews, and documentary research. According to the findings of this study, Darul Farah Cihampelas Secondary School has implemented the following quality improvement activities in accordance with the stages of the SPMI cycle: first, a school self-evaluation based on the education quality report; second, quality improvement planning through the creation of a quality assurance committee and a re-analysis of the results of the school self-evaluation; third, implementation of quality improvement; and fourth. The evaluation of educational quality comes in second. Quality strategy for the fifth fiscal year, evaluation following quality improvement, and quality improvement results. Implementing internal quality assurance will have an influence on the development of more creative teaching methods, student and school performance, internal and external customer happiness, and the fulfillment of the eight National Education Standards.

Automatic Recognition Technology of Library Books Based on Convolutional Neural Network Model

Background: The development of technological devices has changed many facets of our lives, particularly the way we engage with information and learning. The advent of automated technology for identification has had a had a revolutionary effect on how we read and organize books within the context of books and data searches. It starts by solving the difficulties in analyzing photos of book pages by using methods such as distortion rectification and book separation. Objective: The research compares the effectiveness of the suggested method with traditional straight-line identification techniques using real-world testing. Methodology: The Skip-Gram model in Word2Vec is used to accurately represent spoken language, allowing word vectors to be generated and input data to be preprocessed for CNN. The results show that the methodology created regarding the present investigation works better than alternatives concerning accuracy and efficiency during line identification. Result:This work advances the field of book suggestion systems by presenting a strong and effective method that leverages CNNs. The findings demonstrate deep learning techniques may be used to optimize system recommendations and improve customer service and happiness in a variety of contexts. This technique creates a bridge between natural language processing and picture evaluation and opens up new possibilities for suggestion advancement along with user satisfaction. Doi: 10.28991/HIJ-2024-05-01-015 Full Text: PDF

The Role of Brand Attachment Brand Perceived Quality and Consumer Satisfaction On Herborist Consumer Loyalty

Examining the impact of customer happiness, Brand Attachment, and Brand Perceived Quality on customer loyalty is the main objective of this research. The demographics and sample for this study consist of people who live in Surakarta who have made purchases at Herborist. This quantitative research used a purposive sampling technique to obtain primary data from 150 participants who filled out questionnaires. To test the hypothesis, this research uses SPSS. Brand Attachment, Brand Perceived Quality, and Consumer Satisfaction are elements that are strongly correlated with customer loyalty, as shown in research. Respondents in this study can only choose from a limited set of alternatives specified in the questionnaire. Research findings regarding the influence of brand attachment, Brand Perceived Quality, and customer satisfaction on Herborist customer loyalty produce the following conclusions: Consumer Loyalty (Y) is positively and significantly influenced by Brand Attachment (X1). The relationship between consumer loyalty (Y) and brand perceived brand quality (X2) is positive and statistically significant. Customer loyalty (Y) and customer satisfaction (X3) have a positive and statistically significant link. Meanwhile, there is a positive and statistically significant relationship between consumer loyalty (Y), Brand Attachment (X1), and Brand Perceived Quality (X2).

Digital Marketing Strategies to Improve Customer Experience and Engagement

For businesses to stay ahead and grow in this digital age, they need to use smart digital marketing tactics to make the customer experience better and get them more involved. To show how important it is to improve relationships with and happiness from customers, this study looks at how digital marketing has changed over time. A lot of research and review went into this study. It looks at new trends like personalized marketing, interactive content, and the use of new technologies like Augmented Reality (AR) and Artificial Intelligence (AI). The main point of the study is to find out how digital marketing affects customer happiness and loyalty to find out how engagement metrics and marketing success are linked. By comparing their results to industry standards, businesses can make their plans better and take advantage of growth opportunities. Secondary data comes from business reports, academic literature, and online databases. It guides the study and helps find useful insights. Because it looks at different results and shows the best ways to do things, this study helps businesses that want to improve their digital marketing and connect with their audience in a real way in the digital world we live in now.

The Power of Satisfaction and Trust: Unlocking E-WOM's Influence on Consumer Repurchase Intentions in Digital Marketplaces

The purpose of this research is to investigate how consumer repurchase intention in the setting of e-commerce is impacted by electronic word of mouth (e-WOM), trust, and customer happiness. The demographic of this study is the people who live in the North Banjarmasin District, and the research sample consists of 399 respondents who buy at the marketplace. The study used a quantitative design. An analysis method called structural equation modeling (SEM) is applied. The findings of the study demonstrate the significance of these variables in influencing the intention to repurchase, and e-WOM is recognized as a key tactic for encouraging customers to share pleasant experiences with one another. However, e-WOM is negatively impacted by the possibility of disseminating false information. According to research, e-WOM, trust, and customer happiness all significantly influence the desire to repurchase. Reliability of work, completeness of information, and timeliness of delivery can all be used to gauge this level of confidence.

Deconstructing Customer Value Propositions for the Circular Product-as-a-Service Business Model: A Case Study from the Textile Industry

Offering products as a service is a way to implement circular economy principles in business models and promote sustainability. However, in many markets, the model is still in its infancy in terms of market maturity and lacks customer acceptance. More understanding is needed of how product-as-a-service companies can enhance and reconfigure their competitive position by proposing meaningful customer value. For this purpose, this study focuses on customer value propositions (CVPs) as a strategic management concept in the circular economy. The aim of the study is to outline a deconstruction framework for systematically identifying the strategically manageable components of CVPs in circular product-as-a-service business models. The framework establishes a link between the elements of circular product-as-a-service business models and competitive CVPs. The framework is developed and validated with seven product-as-a-service business cases in the textile and clothing industry context. The results of the study provide insights into how product-as-a-service companies in the textile field aim to differentiate, how they structure customer value by identifying customer benefits and sacrifices, and what kind of resources and capabilities are needed for competing in the circular economy context.

Analysis of The Influence of Digital Payment Process, Quality of Application, and Online Service on Repurchase Intention of Online Shopping Platform Customers

In order to understand how customer satisfaction is affected by convenience, transaction process, system quality, content reliability, and customer service, as well as how this affects customer complaints and repurchase intentions, these factors will be examined in this study. We employed the descriptive research method in conjunction with conclusive research in this study. For this study, a cross-sectional design was employed. A questionnaire was used in this study's data collection process. Those who have utilized the mobile application and filed complaints with customer support make up the demographic under investigation. With a sample size of 100 participants, judgmental sampling was used in this study. The structural equation model method will be used to examine the data in this study. The data analysis's findings highlight a number of significant conclusions. Firstly, there is no evidence that convenience significantly affects customer happiness. Second, client happiness is greatly enhanced by the transaction procedure. Third, customer satisfaction is positively impacted by system quality as well. Fourth, customer happiness is positively impacted by content reliability as well. Fifth, customer satisfaction is positively impacted by customer service. Sixth, complaints from customers are negatively impacted by consumer satisfaction. Seventh, the propensity to repurchase is positively impacted by customer satisfaction. Eighthly, however, there is a negative correlation between consumer satisfaction and propensity to repurchase. These results, notwithstanding certain discrepancies, imply that factors other than customers' degree of satisfaction might also affect their intention to make another purchase.

Understanding The Impact Of Gestures To Mitigate The Negative Impact Of Service Failure

This research paper delves into the significant role that gestures play in the context of service recovery tactics, exploring how they affect brand perception, customer happiness, and loyalty development. This study embarks on a journey to uncover their profound influence on forming customer perceptions after instances of service failure by engaging in a thorough exploration of a variety of gestures, including polite interactions, compassionate responses, active listening, and efficient service delivery. The study carefully examines the nuanced ways that various gestures affect emotional regulation, drive customer satisfaction levels, affect retention rates, direct online suggestions, and word-of-mouth referrals by using a meticulously designed approach. Customer satisfaction plays a crucial part in the inquiry which is considered as a key element that shapes repurchase intentions as well as loyalty. The study reveals particular behaviours through an empirical analysis that directly increase customer satisfaction, such as politeness and nice interactions, demonstrating their significant ability to improve the entire service recovery experience. Parallel to this, the research reveals deeper implications, showing how actions like empathy and engaged listening may develop good impressions through other channels even when they don't directly affect consumer satisfaction. This study provides organizations with practical knowledge to modify the service restoration paradigms by illuminating the nuanced subtleties of gesture dynamics in service recovery. Utilizing the consequences of this research, businesses may respond to service lapses with precision, tailoring their actions to the requirements of their customers. This comprehensive understanding equips companies to plan memorable client encounters, build long-lasting bonds, and solidify their positions in a cutthroat industry.

Tam Analysis on Bukalapak Application Users in Denpasar City: Customer Satisfaction as a Mediating Variable

The purpose of this study is to examine how customer satisfaction mediates the relationship between perceived convenience and usefulness and reuse intention. The investigation was conducted in Bali's Denpasar City. The population of Denpasar City Bukalapak users under investigation is indeterminate, meaning that its exact number cannot be determined. The purposive sampling method, or the process of choosing the sample while taking specific factors into account, is the approach utilized in sample selection. The inferential statistics employed in this study are partial least square (PLS)-based structural equation modeling (SEM) analysis. Perceived convenience and usefulness have a positive and significant influence on customer satisfaction, which in turn has a positive and significant effect on customer satisfaction, which in turn has a positive and significant effect on intention to reuse, and which partially mediates the influence of perceived usefulness, according to the research findings. and purpose to reuse perceived simplicity of use. Based on the research findings, it can be said that intentions to reuse are higher when perceived utility and convenience are higher. Therefore, client satisfaction increases with perceived utility and convenience. Increased customer satisfaction correlates with higher intention to reuse. Customer happiness rises with perceived usefulness and convenience, which in turn leads to an increase in the desire to reuse. Bukalapak's suggestions include enhancing customer service abilities, offering distinct phases of use till the transaction is completed, and including features that are utilized for its consumers' transaction demands.

Pengaruh Service Quality dan After Sales Service terhadap Customer Loyalty pada OPS Garage

The purpose of this study is to ascertain and elucidate the relationship between after-sale support and service quality and customer happiness at OPS Garage. Multiple linear regression was used for data analysis and questionnaires were used for data collecting in this quantitative study. According to the study's findings, OPS Garage customers are positively and significantly impacted by both loyal customers and high-quality services. Customer happiness is positively and significantly impacted by service quality. The two factors under investigation customer loyalty and service quality have a favorable and substantial impact on satisfaction levels at the same time.
 Keywords: After sales service, Service Quality, Consumer Loyalty.

The Influence Of Customer Value, Customer Trust And Electronic Service Quality On Customer Satisfaction Of Traveloka

The purpose of this study is to determine whether customer value, trust, and e-service quality affect customer satisfaction. In this research, the population is active internet users who are familiar with online transactions, the number of which is unknown or can be said to be in the infinite category. This study's sample strategy combines a purposive sampling approach with a non-probability sampling technique. There were 100 samples used in this investigation. Both primary and secondary data are used in this study. Researchers employed web-based electronic questionnaires and online research tools to obtain primary data. Numerous inferences can be made based on the study's findings and the subsequent discussion, including the following: Customer satisfaction is significantly improved by the quality of e-services. Customer satisfaction is significantly positively impacted by customer value. Customer pleasure is positively impacted by trust. Customer happiness is influenced simultaneously by e-service quality, customer value, and trust.