Customer-oriented Model Research Articles

The influence of 4Cs factors on consumers’ attitudes towards digital advertising of Dairy Products in Saudi Arabia

This study aims to investigate the relationship between 4Cs factors which are clarity, consistence, competitiveness and credibility as independent variables and the dairy products consumers’ attitude towards digital advertising in Saudi Arabia relying on the previous studies. 4Cs model was firstly created in 2009 by David Jobber and John Fahy in their book “Foundations of Marketing” and it was found that these four factors have significant and positive effect on the attitude of consumers towards digital advertising. This study implements the same factors in Saudi dairy market to figure out whether they influence Saudi consumers’ attitude or not. The study also explains in details 4Cs model and its applications internationally and locally as well. The 4 Cs of the marketing communication model can help in this research because the 4Cs is a customer-oriented model, which helps Dairy to focus on the relationship with consumers through digital ads.

CUSTOMER ORIENTATION OF THE BANK AS THE BASIS OF THE CUSTOMER-ORIENTED BUSINESS MODEL OF THE BANK

The main purpose of this study is to deepen the theoretical foundations of defining the content of the concept of "customer focus" and assessing the level of customer focus, as well as to provide a practical perspective on the customer-oriented activities of the bank. The study covers a set of issues related to the allocation of customer focus as an independent object of management in the bank, characterization of the methodology for assessing the level of customer focus of the banking institution and determining the directions of improving the customer focus of the bank as an important element of the banking business, the main effect of which should be an increase in profits in the process of the bank. The methodology of the study, which reveals the topic of the article, is: analysis and synthesis of the theoretical basis for the content of the concept of "customer focus", its generalization and decomposition of approaches to defining the content of customer focus; the method of synthesis is used in the process of defining the concept. Also, in the process of research and implementation of its goals, general scientific and analytical methods of assessing the level of customer focus were used. Results. The study of the content of customer orientation based on the decomposition of different approaches to its definition allowed to formulate the author's definition of customer orientation in the bank as a tool of partnership between the bank and consumers to meet the needs of the latter, as well as to prevent their expectations, aimed at obtaining a constant long-term income by the bank due to the key competencies of its staff and the transition to a customer-oriented model of banking institution. The author's definition differs from the existing ones in that it considers customer orientation at two levels of interaction with customers: at the level of the bank as an organizational structure and at the level of personnel who contact with customers directly and indirectly, and also focuses on the bank's orientation to the desires and needs of the customer and the ability to anticipate them. Without equating the level of customer satisfaction with the level of customer focus, it can be said that there is a logical connection between these concepts and conclude that the measurement of customer NPS can be used as an indicator of customer focus. Practical implications. In the world banking practice, the introduction of NPS calculation is widely used and influences the decision-making process regarding the bank's business model, in which customer focus plays a key role. The ways of increasing the level of customer orientation of the staff and implementing a customer-oriented business model of the bank, highlighted by the author, have a wide prospect of further implementation in the activities of financial institutions.

Improving the quality of business process automation by developing and testing a method for evaluating the effectiveness of the use of CRMplatforms based on the use of Salesforce system

Problem. In order to develop your business, you need to keep track of products that interest people and the services they buy from your company, their place of work and other connections, giving an idea of the customers. Goal. The purpose of this article is to analyze, study and test the theoretical and methodological principles and characterize the criteria for improving the efficiency of business process automation using CRM-technologies in the enterprise, as well as building a model to assess the effectiveness of information systems such as Salesforce-CRM. Methodology. Methods, technologies, and tools are used for analyzing the effectiveness of automation of business processes of the enterprise using CRM-applications, research, and testing combinations of methods to determine the impact of the Salesforce-CRM-system’s implementation in the enterprise. Results. Development and justification of measures to improve the information and analytical management system of the organization. Methods of effective implementation and analysis of CRM effectiveness include determining its features and the main criteria of performance indicators and choosing the best strategy that would correspond to the company's business processes. Originality. Since the aim of the article is to analyze the theoretical and methodological foundations and determine the criteria for improving the efficiency of business process automation using CRM-technologies in the enterprise, the following tasks were performed: the purpose and role of CRM-system in enterprise automation were distinguished; a model for evaluating the effectiveness of CRM-system implementation for business process automation was built; quantitative estimates were obtained and recommendations for the SalesforceCRM implementation were provided. Practical value. The proposed research can be used to identify and measure the attributes of the benefits of CRM implementation, such as, for example, cost, efficiency, innovation and improvement of the quality of services, the number of regular customers. As part of the writing of this paper, a customer-oriented model for evaluating the effectiveness of CRM was built.

Prioritizing risk factors in sustainable supply chain using fuzzy Kano and interval-valued intuitionistic fuzzy QFD

PurposeThe purpose of the paper is to develop a hybrid method to prioritize risk factors (RFs) of sustainable supply chain (SSC) considering sustainable customer requirements (CRs) and uncertain evaluation.Design/methodology/approachIn the proposed method, fuzzy Kano model (FKM) is applied to prioritize sustainable CRs considering customer satisfaction (CS) and objective weight of each CR, the interval-valued intuitionistic fuzzy (IVIF) set theory is integrated with quality function deployment (QFD) to translate the sustainable CRs into RFs of SSC under uncertain environment and the IVIF cross-entropy is used to conduct objective analysis to prioritize RFs. Finally, a case in air-conditioner-manufacturing company is presented to demonstrate the proposed method.FindingsA case study of SSC risk management, the comparative analysis and associated discussions are conducted to illustrate the feasibility and effectiveness of the proposed method. The results obtained from the case study shows that RF5 (market share reduction) is the most important RF in the SSC. Compared with the existing methods, the proposed method can integrate sustainable CRs into SSC's RFs, handle uncertain information effectively and obtain objective importance of RFs.Originality/valueTheoretically, the paper develops a customer-oriented model based on the FKM, QFD, IVIF sets and entropy theory to prioritize RFs of SSC under uncertain environment. The model enables to integrate sustainable CRs into RFs managements and is efficient to deal with the subjectivity and conduct objective analysis to prioritize RFs. In practice, the systematic and correct RFs' priorities analysis provides reliable decision support for the managers to take measures to avoid or mitigate the critical RFs.

Нерациональные предпочтения инвесторов и их влияние на размещение внешних облигационных займов Российской Федерации на международном рынке капитала

Due to the constant growth of competition, as well as the need to introduce innovative technologies in production processes and build a customer-oriented model, the issue of attracting additional funding is particularly acute for both the state and companies. The relevance of this article is due to the fact that the current approach of the Russian Federation to the designation of investment attractiveness cannot fully determine the basis for the trust and interest of foreign investors. This article is intended to consider the psychological aspects that affect the irrational behavior of investors and their impact on the placement of foreign bond loans of the Russian Federation. The purpose of this article is to form proposals for creating a positive investment expectation and to use this experience in Russian practice. In the process of studying this problem, general scientific empirical methods were used: data collection and study, comparison and synthesis, and the method of scientific abstraction. As a result of the study, the author came to the conclusion that in order to increase the level of investment attractiveness of domestic companies and the country as a whole, it is necessary to take into account psychological factors, as well as to improve the methodology for assessing investment attractiveness, which would take into account the expectations and «investment mood» of investors.

ДОСЛІДЖЕННЯ ЗАДОВОЛЕНОСТІ СПОЖИВАЧІВ ЯКІСТЮ ПОСЛУГ У СИСТЕМІ МАРКЕТИНГУ ПІДПРИЄМСТВ ТУРІНДУСТРІЇ

The article examines the peculiarities of marketing activities in the tourism industry. The complexity of this issue is not only that there is no single theoretical approach to solving problems of marketing support of tourism, there is no clear understanding of practical aspects. The purpose of the article is to study the features of marketing activities in the tourism industry and to develop tools for its improvement in order to increase consumer satisfaction with the quality of services provided. To achieve the goal of the article, a number of general scientific and special methods were used: abstract-logical method, method of theoretical generalization, abstract analysis, content analysis. The article defines the essence of tourism marketing, its purpose, tasks and functions, which are considered in tourism at 3 levels: public, regional and individual. The necessity of correct understanding of consumer behavior for realization of effective marketing activity at the tourist enterprise is proved. A comprehensive study of consumer needs and their consumer satisfaction with the quality of services is proposed. It will assess how marketing activities meet consumer needs and how a company assesses the importance of its work at each stage of the purchase decision. It has been proved that identifying the degree of consumer satisfaction with the company's services is the most important problem in the context of ensuring the competitiveness of the enterprise and the efficiency of its work in the market. A client-oriented model of marketing of a professional tourist service has been developed, which is based on the characteristics inherent in a professional tourist service. The model considers three types of marketing: traditional, internal and interactive marketing. The components of the model should be three controlled and interdependent links: "travel company – customers"; "travel company – staff"; "staff – customers ". It has been proved that the introduction of a customer-oriented model of marketing professional services and methods of personal sales will help improve the quality of services provided and increase the efficiency of the tourism enterprise as a whole.

Accomm: adaptive system for supply network operational planning

PurposeThis paper aims to present Accomm a software implementation of Ágora-SN, a supply network (SN) customer-oriented model integrated with an Adaptation Model. Accomm serves two purposes: as an experimental validation tool to measure the impact of Adaptation on an agribusiness SN model and as a logistic and marketing operations planning assistant.Design/methodology/approachThe design of Accomm is based on the results of the Ágora-SN model that comprises the following tasks: to characterize the SN actors’ processes ( composed of multiple first-tier suppliers, a focal company and multiple first-tier customers), identifying the ones oriented to the customer; to integrate these processes into a SN model which incorporates a supplier cooperation model; and to provide an adaptation model that implements a customer profile and a context profile to improve order fulfillment.FindingsTo validate the Ágora-SN model, a prototype Accomm was created referred to a real Colombian agribusiness sector company, specifically in the floriculture sector. This prototype was validated through two methods: a usability scale and a set of scenarios that compared the application’s behavior with and without adaptation and cooperation. The application provides a better response to demand when both adaptation and cooperation are enabled.Research limitations/implicationsThis work was tested in an academic environment and was validated by different experts. Further tests in operational real-life environments are required to fully validate the approach.Originality/valueThe main contribution of this work is the integration of Adaptation into a SN model as a way to center the SN toward the customer. As an additional contribution, the validation tool Accomm is conceived as an operational planning tool for agribusiness SN.

Creating a competence profile of a new profession: social service agents in welfare centers

PurposeThis study examines in detail how a new occupational group in a field creates and defines its professional competences. The background of the study refers to a new way of organizing social and health care services that requires new type of expertise. The authors examine the professionals of this new sector – service agents and the competences – they need in a multi-professional networking organization. The goal of this organizational pilot project is to gather both experience and practical knowledge of how the “gatekeeper” model can work between the customer and the service provider. The purpose of this paper is to learn the service agents’ perspective on their own work, namely, how they create their work, what their visions of the future are, and what can be learned from the new organizing model.Design/methodology/approachQualitative data collection and small-scale exploratory study of a new profession: eight service agents and their two supervisors were interviewed to raise awareness of what professional competences these new job contents require, how service agents can influence the content of their work, and what competence needs will emerge in the future.FindingsThe key findings indicate that service agents lack the courage to modify their own mission. When a new profession is created, they are uncertain about how to create self-content on their own terms. They assume they need a certain degree and to know something more than they already know. They do not dare define their own new professional territory, but rather wait for that definition to come from their organization or society. However, the results also show that some service agents have a hidden willingness to be creative even when there is a lack of courage. There is a need to take more initiative and for agents to think freely outside the box in this new situation.Research limitations/implicationsThe number of interviewees is small and the context specific. However, the study gives an indication of the factors that need to be taken into account when the dissemination of the model starts.Originality/valueThe paper describes the results of the pilot project of a new profession and a customer-oriented model in the social and health care sector.

A customer-oriented model of product-service system lifecycle

A product-service system (PSS) is an integrated bundle of products and services, which aims at creating customer utility and enhancing manufacturers' competitiveness. Given that products and services are integrated over a specific cycle, PSS lifecycle has become a key notion in PSS research. However, most studies focus on PSS lifecycle from a provider perspective although the essence of PSS is to create customer utility. The current work proposes a customer-oriented model of PSS lifecycle as a solid basis for analysing PSS lifecycle from a customer perspective. The proposed model comprises one general and three specific types of PSS lifecycle (product-, use-, and result-oriented PSS). The proposed model is expected to be utilised to supplement the existing studies to consider the PSS mechanism from a customer perspective. A concrete notion of PSS lifecycle from a customer perspective may contribute to customer-oriented PSS innovations.

A customer-oriented model of product-service system lifecycle

A customer-oriented model of product-service system lifecycle

Use of multiple methodologies for developing a customer-oriented model of total quality management in higher education

Purpose – Educational institutes must embrace the principles of total quality management (TQM) if they seek to remain competitive, and survive and succeed in the long run. An educational institution must embrace the principles of quality management and incorporate them into all of their activities. Starting with a theoretical background, the paper outlines the results of a study conducted on both internal and external customers of the educational system, with select engineering and management institutes as foci of study. The study is an attempt toward developing an integrated customer-centric model of quality management in education, through the use of multiple methodologies so as to be able to evaluate service quality; prioritize improvement of service; and guide and develop educational services by incorporating the voice of the customer (VOC). The purpose of this paper is to establish the prioritization for improvement of service design of an educational system through incorporation of the VOC, be it internal or external customers, through the use of multiple methodologies, leading to generalization of results. Design/methodology/approach – The study uses multiple methodologies with various techniques for analysis through the application of the SERVQUAL; quality function deployment (QFD); interpretive structural modeling (ISM); and path analysis. The SERVQUAL was applied to identify the gap and determine the level of service quality. Following this, QFD, ISM and path analysis were used to identify the set of minimum design characteristics/quality components that would meet the requirements the various internal and external customers of the educational system. The QFD was used to identify the set of minimum design characteristics/quality components that meet the requirements of the various internal and external customers of the educational system. The ISM and path analysis were used to identify and prioritize the design characteristics/quality components that would meet the requirements the various internal and external customers of the educational system. Findings – The findings from the various techniques were amalgamated, and proposed as an integrated model of TQM in higher education. The study helped identify with a customer perspective, the quality components which would help design TQM for higher education institutions in India. Research limitations/implications – The paper could be useful to government bodies, funding agencies, policy makers and administrators in developing a system that could lead to satisfaction of both internal and external customers of the educational system. Originality/value – The study includes within its scope the varied customers of the educational system, namely, internal and external customers of the educational system; the internal customers being the faculty and the administrative staff, and the external customers being the students and the industry (as the employer). This is yet to be seen in other research studies. Also, the integration of the multiple tools and their application to the field of higher education in India, has not yet been made available in the literature.

The influences of internal service quality and job standardization on job satisfaction with supports as mediators: flight attendants at branch workplace

Service organizations commonly achieve job satisfaction through internal service quality (ISQ), job standardization, and enhanced customer orientation. However, unlike employees working at headquarters, branch employees do not have access to timely responses and organizational support. This study, using flight attendants working offsite as research samples, looked at how workplace supervisor and co-worker support mediate ISQ and job standardization that contribute to job satisfaction. The results indicated that ISQ and job standardization in branch offices may, directly or indirectly, affect job satisfaction through support from supervisors and co-workers, which strengthened customer orientation. ISQ had a higher impact on supervisor support than on co-worker support, and job standardization had a higher impact on co-worker support than on supervisor support. Based on these findings, a customer-oriented model was established for the branches, and a number of suggestions on theory and managerial implementation were proposed.

Developing a Customer-Oriented Model for Medical Tourism Alliance Management of Taiwanese Hospitals

Developing a Customer-Oriented Model for Medical Tourism Alliance Management of Taiwanese Hospitals

Determining the Priority of Critical Service Attributes: An Integrated Model and an Empirical Case Study in the Higher Education Sector

Today, higher education institutions (HEIs) are realizing the significance of customer-oriented philosophies and quality management systems to help manage their operations on educational services. This paper starts with a review of some previous models and then outlines the results of a study conducted on students at selected Indonesian HEIs to obtain student perspectives of the service quality of those institutions. An integration of the Kano and customer-oriented models using structural equation modeling was applied to determine the priority of critical service attributes in higher education. This integrated model was illustrated empirically in a case study of the industrial engineering departments of four well-known private universities in Jakarta, Indonesia.

Mediating Effects of Study Outcomes on Student Experience and Loyalty

This paper aims to examine whether expectations of the student experience have an impact on student loyalty that is mediated by expectations of study outcomes at their university. To achieve this, a 15-minute pen and paper survey was self-administered to a convenience sample of students at a major university in Western Australia. The total sample size was 400 students, with 200 students each drawn from the home and international student populations. Findings suggest the university’s image and facilities that prepare students for career, personal and academic development were positively related to home student loyalty, while teaching and support services that prepare students for career development were positively related to both home and international students’ loyalty. Since the global trend is toward a customer-oriented model, universities can remain competitive by providing the ‘gestalt’ student experience that helps students to achieve their study outcomes and develop loyalty toward their university.

Establishment of a customer-oriented model for demand chain management

This study attempts to solve problems encountered in traditional supply chain design, including: products not being designed or manufactured according to customer needs; low profit or over-crowded competitors in the chosen target market, and conflicts between the objectives for each member of the supply chain. Moreover, this study recommends a model for calculating the objectives for the overall demand chain and for each member. This model maximizes the overall demand chain performance by satisfying customer needs. It not only gives demand chain members for value adding direction, but also monitors the members during execution. The proposed model provides immediate corrective action if any members of the demand chain deviate from the objectives.

ERA Model: A Customer-Orientated Organizational Change Model for the Public Service

This paper proposes a customer-oriented model for organizational change in the public service. Four significant performance gaps have previously been identified in the customer-oriented service system of a public agency. How to bridge these performance gaps to enhance service quality in the public services becomes an important issue. The present paper develops an organizational change model for this purpose. The model involves three phases – evaluation, re-evaluation, and action (ERA). The model is described and an empirical case study is reported to demonstrate how the ERA change model can be implemented. The results show that the ERA model is able to facilitate the change process. Compared with other change models, the ERA model provides a more detailed picture of how the micro-processes of change work in an organization.

A Customer-Oriented Model for Managing Quality in Human Services

The authors examine the unique challenges of establishing and maintaining a quality focus in human services. They also pro-Eose a model, the Gap Model, for measuring and managing quality in uman services. Key concepts on both the customer and provider sides of the model are explained within the context of human services. The authors address the implications for adapting the model for human ser-vice managers.