Long-term Customer Relationships Research Articles

Assessing the Effectiveness of Digital Marketing in Enhancing Tourist Experiences and Satisfaction: A Study of Thailand’s Tourism Services

Inbound digital marketing strategies play a vital role in the tourism industry, significantly influencing visitors’ decision-making processes, enhancing tourist experiences, and ensuring post-consumption satisfaction. This study explores the effectiveness of digital marketing strategies in shaping tourists’ perceptions of service quality and sustainability and their subsequent impact on overall satisfaction and behavioural intentions. This paper developed a conceptual framework and hypotheses through a comprehensive literature review to assess the causal relationships between digital marketing effectiveness, perceived destination service quality, perceived destination sustainability quality, tourist satisfaction, and behavioural intention. The empirical analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) on data collected from 195 international tourists in Thailand’s coastal regions. The results reveal that while digital marketing effectiveness directly influences tourists’ perceptions of service and sustainability quality, it indirectly influences tourist satisfaction and behavioural intentions through these perceptions. The findings highlight the critical role of aligning digital marketing strategies with service quality and sustainability initiatives. Moreover, the developed construct serves as a valuable tool for assessing and maintaining the destination image, helping tourism providers to improve their offerings and continuously foster long-term customer relationships.

The Effect of Digital Transformation, User Experience, and User Interface on Customer Loyalty in Technology Startups in Bandung

This study investigates the influence of digital transformation, user experience (UX), and user interface (UI) on customer loyalty in technology startups in Bandung, Indonesia. A quantitative approach was employed, with data collected from 150 respondents using a Likert scale ranging from 1 to 5. The data were analyzed using SPSS version 26, and multiple regression analysis was used to determine the significance of the relationships between the variables. The results reveal that digital transformation, UX, and UI all have positive and significant effects on customer loyalty, with UX being the strongest predictor. These findings provide important insights for technology startups in Bandung, suggesting that enhancing digital processes, optimizing UX, and refining UI design can foster greater customer loyalty. This study contributes to the growing body of literature on the role of digital transformation and customer-centric design in building long-term customer relationships in the startup ecosystem.

Identifying factors of online shopping and influence on purchase intention of product among Saudi consumers: The mediating role of consumer trust

The rise of Internet technology has transformed consumer shopping behaviors, offering convenience and a wide range of options, making online shopping increasingly popular. In Saudi Arabia, this trend has grown significantly due to higher internet penetration, technological advancements, and shifting consumer preferences. However, building and maintaining consumer trust remains a crucial challenge. Despite the growing interest, there is limited research on the unique aspects of Saudi consumers’ online shopping behaviors. This study aims to address this gap by identifying key factors influencing these behaviors and examining their impact on purchase intentions, with a focus on the mediating role of consumer trust. This study explores factors influencing online shopping behavior and their impact on purchase intention, with a focus on consumer trust as a mediator. Using a survey of 573 respondents from Jeddah and Medina, Saudi Arabia, key factors identified through literature review include perceived usefulness, ease of use, risk perception, website quality, and social influence. The quantitative analysis revealed that customer service and return policies, information quality, perceived convenience, ease of use, usefulness, cost-saving, product variety, and social influence significantly affect consumer trust, which in turn enhances purchase intention. These findings provide valuable insights for businesses to optimize digital strategies, enhance consumer engagement, and foster long-term customer relationships, thereby boosting satisfaction and online business success.

Innovation activity of the largest companies in the high-tech sector

Aim. To analyze the specific features of innovation activity of the largest transnational companies of the high-tech sector in order to identify general trends and assess their efficiency.Objectives. To study the expenditures on innovation in Alphabet, Apple, Microsoft and Amazon; to determine the ratio of expenditures on research and development (R&D) to total revenue and the share of innovation in total expenditures; to examine the market capitalization and the share of private investors in the ownership of shares of these companies; to analyze the share of intangible assets in total assets; to assess the intensity of innovation activity by the number of issued patents; to identify the general characteristics of innovative companies-leaders of the high-tech sectorMethods. This study utilizes financial indicators, statistical data and data on patent activity of Alphabet, Apple, Microsoft Corporation and Amazon.Results. The largest high-tech companies achieve improved innovation performance through a combination of understanding customer needs, active participation of management in the research and development program, and the creation of unique products and services based on new technologies. Financial success depends on successfully utilizing existing intellectual resources, creating long-term customer relationships, and fostering the development of human capital within companies. Companies that focus on customer satisfaction and continuously stimulate employee development demonstrate higher innovation performance and ensure commercial success in the market.Conclusions. The comparative analysis of the indicators of the largest transnational companies in the high-tech sector allows us to assess the efficiency of innovation activity, as well as to identify the key factors contributing to their sustainable development in a highly competitive market.

Investigating the Strategies Employed by Fast-Food Restaurant to Establish Sustainable Customer Relationships

McDonald’s Corporation, established in 1940, is an American multinational fastfood chain. Over the years, McDonald’s has successfully expanded their business operation worldwide. The customer plays a vital role in the success of a business. The strategies and abilities to retain a customer will determine the survival of a business. Hence, this study aims to investigate the strategies employed by McDonald's to foster long-term customer relationships by examining various factors, including food quality, service quality, atmosphere, price, brand, and customer relationships. To explore, primary and secondary data collection was conducted through several sources, and a digital questionnaire was produced to collect data and information from 150 respondents. The results found that only atmosphere and brand had a significant positive impact on customer relationships. The study found that atmosphere has the strongest influence, followed by brand. This suggests that while food quality, service quality, and price are important, creating a pleasant atmosphere and fostering a strong brand are even more critical for McDonald's to build lasting customer relationships.

A STUDY ON CUSTOMER BRAND LOYALTY TOWARDS TWO WHEELER

The study explores customer brand loyalty in two-wheeler showrooms in Anna Nagar, focusing on factors like product quality, brand image, and customer satisfaction. The findings aim to improve brand loyalty strategies and foster long-term customer relationships. The research uses percentage analysis, Mann-Whitney U test, and Spearman correlation analysis to understand trends and relationships. Honda's focus should be on product quality, service excellence, diverse marketing strategies, and word-of-mouth marketing to strengthen its position in the two-wheeler market. Keywords: Brand, loyalty, Honda, customer, factors, quality, product ,employed ,loyal customers ,marketing, competitors, business, product, defending.

How Do Information Quality, E-service Quality, And System Quality Enhance Customer Satisfaction for Airbnb?

This research study delves into the dynamic interplay between information quality, service quality, e-service quality, customer satisfaction, repurchase intention, and customer loyalty within the Airbnb platform, offering significant insights and practical implications for the sharing economy and online platforms. Utilizing a quantitative research approach, the study examines the complex relationships among these factors, drawing on empirical evidence to enhance our understanding of consumer behavior in the context of Airbnb. The study's findings reveal a significant positive correlation between information quality and customer satisfaction, highlighting the pivotal role of clear, accurate, and reliable information in influencing consumer perceptions and trust. Similarly, both service quality and e-service quality are found to have substantial positive relationships with customer satisfaction, underscoring the importance of high-quality service delivery in both physical and digital realms. Furthermore, the research identifies a strong positive association between customer loyalty and repurchase intention, suggesting that loyal customers are more likely to continue using Airbnb services in the future. These insights have profound implications for Airbnb and similar platforms in the sharing economy, suggesting that prioritizing information transparency, user-friendly interface design, quality customer service, and loyalty programs can significantly enhance user experiences, foster trust, and ensure steadfast consumer loyalty. The practical applications of this study advise platforms like Airbnb to focus on improving the accuracy and transparency of information, investing in intuitive and error-free user interfaces, offering efficient customer service, and implementing loyalty programs to cultivate long-term customer relationships and promote repeat business. The study also discusses the limitations encountered, including the constraints of a quantitative approach that may not fully capture the breadth of customer experiences and viewpoints, the sample size which might not accurately reflect the diversity of Airbnb's customer base, and the reliance on online data collection that may exclude certain segments of the population. These limitations suggest avenues for future research, emphasizing the need for incorporating qualitative methodologies, expanding the sample size for greater generalizability, and diversifying data collection methods to include a broader spectrum of user experiences. In conclusion, this research contributes to the existing body of knowledge by empirically demonstrating the crucial impact of information quality, service quality, and e-service quality on customer satisfaction, loyalty, and repurchase intentions in the Airbnb context. It offers valuable recommendations for enhancing service delivery and customer experience in the sharing economy, highlighting the strategic importance of building and maintaining customer loyalty for the sustained success of platforms like Airbnb.

Engaging Consumer Senses: The Role of Interactive Brand Experiences in Brand Building

Successful brands are investing in creating exceptional interactive brand experiences and fostering emotional connections to build brand love. This dual approach contributes to long-term customer relationships and is an effective way for companies to create hedonic value thereby gaining a competitive advantage. The purpose of the study is to investigate how interactive brand experiences (i.e., sensory, emotional, behavioural, and intellectual) influence brand love in the energy drinks category amongst young adults in South Africa. Data were collected from energy drink young adults through physical surveys. The study applied partial least-square-based structural equation modeling (PLS-SEM). The results revealed that the various interactive brand experiences dimensions influence brand love. Although the brand experience dimensions are supported, they don’t seem to equally influence brand love, as the sensory experience dimension (i.e., taste, smell, sight, touch, and sound), had the strongest influence on brand love. Consumers desire something that touches their heart and engages their senses. Marketers can therefore focus on building brand related stimuli in order to influence consumer behaviour. By focusing on these alternative marketing approaches to brand building, marketers can attract and retain young adults. This research contributes to understanding how brand experiences influence brand love in the energy drinks beverage category.

The Ethical and Unethical Background of Advertising Practice

This paper highlights the dual nature of advertising: while its purpose is to increase sales and profit, some practices within it can be unethical. Ethical advertising practices build trust, enhance reputation, and foster long-term customer relationships, leading to loyalty and sustained success. Despite the pervasive influence of advertising on consumer behaviour, it's crucial to critically evaluate messages to make informed choices. Manipulative tactics in advertising can be subtle, requiring consumers to develop discernment to protect against impulsive decisions. Additionally, in a society promoting excessive consumption, being mindful of its impact on individuals and the environment is vital. Cultivating responsible consumption habits can lead to a more balanced life and mitigate negative societal and environmental effects.

Research on Marketing Strategy Management based on Customer Retention

This paper aims to explore marketing strategy management based on customer retention to enhance a company's competitiveness in a highly competitive market. In today's business landscape, where competition is fierce and customer acquisition costs are high, customer retention has emerged as a crucial strategy for businesses to maintain profitability and achieve sustained success. Through a comprehensive literature review and empirical research, we delve into the concept of customer retention and its significance in marketing strategy management. Customer retention refers to the ability of a company to retain existing customers and foster their loyalty over time. It goes beyond simply acquiring new customers and recognizes the value of nurturing and maintaining relationships with existing ones. By examining the interrelationship between customer retention and marketing strategy management, we shed light on the various strategies and tactics that companies can employ to enhance customer retention. This includes not only focusing on the initial sale but also on building long-term customer relationships. We delve into the importance of understanding customer needs, preferences, and behaviors to develop targeted marketing approaches that resonate with customers on a personalized level. Based on the literature review and empirical research, we propose a theoretical framework for analyzing the key factors and influencers of customer retention. This framework takes into account factors such as customer satisfaction, loyalty programs, and customer service, which have been identified as critical drivers of customer retention. By understanding and addressing these factors, companies can implement effective strategies to improve customer retention rates. Ultimately, the adoption of effective customer retention strategies can lead to sustainable competitive advantages for businesses. By reducing customer churn, increasing customer loyalty, and maximizing customer lifetime value, companies can differentiate themselves in the market, increase market share, and achieve long-term profitability.

The Role of Brand Determinants in Maintaining Long-term Customer Relationships with Branded Product

The abstract of the study provides a concise overview of the research conducted on brand determinants and their role in maintaining long-term customer relationships with the product brand. This study aimed to explore various aspects such as brand awareness, brand positioning, brand association, brand image, brand trust, brand loyalty, and brand reputation. Through a comprehensive literature review and analysis of data collected from a sample size of 217 respondents using a questionnaire survey method, valuable insights were gained into how these key factors contribute to building strong customer-brand relationships over time. The findings highlighted the significance of effective brand management in nurturing positive associations between customers and brands. It was observed that years of relationship with a particular branded product significantly influenced customers' perceptions and loyalty towards that specific brand. Moreover, this study identified areas where improvements can be made in terms of enhancing branding strategies to better meet customer expectations. The recommendations derived from this research can serve as insightful guidelines for marketers aiming to strengthen their brands and cultivate lasting connections with their target audience.

Hizmet Kalitesinin Ağızdan Ağza İletişime Etkisi Çalışmalarına Yönelik Meta Analiz

Service quality refers to how effectively and satisfactorily a service meets customer expectations. This is based on factors such as the manner in which the service is provided, the level of satisfaction, conformity to customer needs, and the ability to exceed expectations. High-quality service adds value to customers, provides reliability, and supports long-term customer relationships. Word of mouth communication is a form of oral communication that occurs between individuals. It is a means by which individuals share information, feelings, or thoughts through oral communication tools such as face-to-face conversations, phone calls, and voice messages. The aim of this study is to bring together studies examining the relationship between service quality and word of mouth communication, conduct a reanalysis using meta-analysis, and make a significant contribution to the literature. The study data were obtained through a national and international literature review, and a total of 15 studies and 4600 samples were reached between 2011 and 2022, with specific limitations. The effect size (ES) obtained for the relationship between service quality and word of mouth communication through meta-analysis applied in the Jamovi program was determined as 0.569. The results indicate a high level of relationship between the two variables. Key Words: Word of Mouth Communication, Meta-Analysis, Service Quality, Communication, Service

Permissionless innovation in the pharmacy business model: The case for the membership pharmacy model

BackgroundThere continue to be calls to move away from traditional “fee for service” health care models in favor of patient-centered, value-based models. Concurrent with national efforts, grassroots innovation with novel practice change models are developing at the local level and holds similar potential to transform the pharmacy practice model. One of these innovative models, the membership pharmacy model, may be the least dependent on existing barriers to practice transformation because it is centered on the sale of services rather than products. ObjectiveTo discuss the difference between volume-based and value-based pharmacy models, focusing on how these models impact prescription adherence and patient outcomes. Application of the value-based pharmacy model will be described in the context of Good Shepherd Pharmacy located in Memphis, TN. Case SummaryThe volume-based model is centered on prescription fulfillment, with pharmacies incentivized to maximize the number of prescriptions filled. Conversely, the value-based model treats prescription fulfillment as an expense and emphasizes medication adherence as the primary goal. This shift in focus leads to a radical change in the pharmacy’s business model, aligning economic incentives with patients’ best interests. In the value-based model, pharmacies operate on a membership or subscription basis, where revenue is generated through recurring membership fees instead of individual prescription fills. This encourages pharmacies to manage prescription fulfillment efficiently and helps patients reduce their prescription burden, ultimately improving their bottom line. Practice ImplicationsThe value-based pharmacy model is distinguishable from the volume-based model in several aspects. In the value-based model, prescription fills are considered an expense rather than a profit center, and the inventory model shifts from “Just-in-Case” to “Just-in-Time.” Medication synchronization of patients’ refills is a key feature of the value-based model, as it reduces operational costs and maximizes profit per patient. Key performance indicators also shift from being product-centric to patient-centric and reward the organization for improving adherence. ConclusionThe value-based pharmacy model represents a significant departure from traditional pharmacy practices. By incentivizing pharmacies to promote medication adherence and focus on long-term customer relationships, this model has the potential to improve patient outcomes. Further research is needed to study the model’s impact across different settings and patient populations, financial sustainability, and means of spread and scale.

Examining the Impact of Trust and Image on The Loyalty of Islamic Banking Clients in Indonesia: an Empirical Study

Exploring the multifaceted dynamics of customer loyalty in Islamic banking, this study investigates the roles of trust and corporate image in Eastern Indonesia's Islamic banking sector. Employing structural equation modelling (SEM) as the analytical tool, the research uncovers the intricate interplay between corporate image, trust, and customer loyalty. Results indicate that a solid corporate image significantly and positively influences customer trust. This trust is crucial in boosting customer loyalty towards Islamic banking services. Highlighting the importance of corporate image, the study reveals its role as a cornerstone in building and reinforcing customer trust, which is crucial for fostering long-term customer relationships. The research provides strategic insights for Islamic banks in Eastern Indonesia, suggesting that a focus on enhancing corporate image and trust can lead to increased customer loyalty. This contribution enriches the understanding of loyalty dynamics within the Islamic banking sector, underscoring the significance of trust and corporate image in the unique market context of Eastern Indonesia.

The Effects of Experiential Marketing and Store Atmosphere on Customer Loyalty of MSMEs in West Java

Experiential marketing and store atmosphere are two key factors that can greatly influence customer loyalty through customer satisfaction as a mediating factor. These factors can impact a customer’s perception of a brand and their likelihood of returning to make additional purchases. The research explored the relationship between experiential marketing, store atmosphere, customer satisfaction, and customer loyalty, as well as the strategies that businesses could use to enhance these factors and improve customer loyalty. The research focused on Micro, Small and Medium Enterprises (MSMEs) in West Java, Indonesia, which owned physical stores. The research applied causal quantitative methodology. Through a thorough analysis of existing research and empirical research of 384 respondents using Structural Equation Model Partial Least Square (SEM-PLS) methodology, the research provided valuable insights for MSMEs looking to increase customer loyalty and build a loyal customer base. The results show various contributions analyzing how customer loyalty is affected by experiential marketing and store atmosphere. It also implies how customer satisfaction mediates the relationships between those antecedents and customer loyalty. Providing recommendations and implications shows that the research can be a useful contribution to marketing and entrepreneurship topics. The research offers practical recommendations and implications for businesses, emphasizing the importance of implementing effective experiential marketing strategies and creating a welcoming store atmosphere to foster customer satisfaction and loyalty. By understanding the impact of these factors on customer loyalty, MSMEs can develop targeted strategies to improve customer experiences and build long-term customer relationships.

RFM Analysis for Customer Lifetime Value with PARETO/NBD Model in Online Retail Dataset

In recent years, there has been a growing interest in analyzing Customer Lifetime Value (CLV) due to its ability to provide valuable insights into customer profitability and worth. CLV analysis predicts the net profit attributed to the entire future relationship with a customer. This analysis involves calculating the present value of a customer's expected future spending with the company, facilitating an understanding of the economic value of long-term customer relationships. CLV analysis empowers businesses to identify their most profitable customers and develop strategies for retaining them, ultimately maximizing long-term profitability.
 CLV analysis relies on various models and techniques, including the RFM analysis categorizes customers based on recency, frequency, and monetary value, helping to segment customers and predict future behavior. Then, The Pareto/NBD model combines probability distributions to estimate CLV and is commonly used for customer base analysis.
 This research article explores the application of RFM analysis for estimating customer lifetime value using the Pareto/NBD model in an online retail dataset. This metric is crucial for businesses as it assists in identifying valuable customers and formulating retention strategies to maximize long-term profitability.

Analysis of the Customer Churn Prediction Project in the Hotel Industry Based on Text Mining and the Random Forest Algorithm

The ability of hotels to differentiate themselves from competitors and continue to operate profitably depends on their ability to retain their customers by building long-term and permanent customer relationships. Technological developments in recent years have made it possible for companies to predict their customers’ behavior by accessing their opinions faster and preventing them from churning. Managing customer churn prediction projects has become an important issue today, especially in the hotel industry. Therefore, this research seeks to analyze projects that predict the churn of hotel customers to provide a model to help hotel managers in this field. In this research, an approach based on text mining on customers’ comments in the Persian language is presented, which uses the random forest algorithm for classification that was considered the most effective method to solve this problem. In this model, to increase the efficiency of the proposed method in compare with existing works, the gravitational search algorithm was used to select the useful features, and the differential evolution algorithm was used to adjust the parameters of the classification method. The dataset of this research is the collected data from the customer database on social networks and hotels’ websites, especially the hotels on Kish Island in Iran. The results of this research showed that after the implementation of the preprocessing operations, the method of adjusting the parameters and removing the unimportant features, the model’s accuracy increased significantly. The precision, recall, F1, and accuracy criteria were 0.77, 0.76, 0.76, and 0.77, respectively.

The Impact of Airline Responds to Service Failure towards Customers’ Satisfaction and Loyalty in the Airline Industry

This study explores the relationship between airline responses to service failures and customer’s satisfaction and loyalty in the airline industry. Using a framework that includes various airline response categories derived from a service blueprint such as overbooking, flight delays, cancellations, lost or damaged luggage, in-flight service issues, customer service failures, and security issues, this study investigates the relationship between these factors and customer satisfaction, as well as the resulting impact on customer loyalty. A qualitative approach has been used alongside by using non-probability sampling that will be use in this study includes snowball sampling and convenience sampling. Upon collected data through survey, the result is then being regressed linearly in SPSS. The analysis of data reveals that effective and timely handling of service failures, as well as considerate handling of complaints, play a significant role in determining customer satisfaction. In addition, customer satisfaction influences customer loyalty positively, highlighting the significance of service recovery in nurturing long-term customer relationships. The findings emphasize the need for airlines to prioritize efficient service recovery processes, such as transparent communication and adequate compensation for service failures. Future research recommendations include investigating the role of technology in service recovery efforts and other service failure scenarios. This study contributes to the existing body of knowledge on service recovery in the airline industry and offers insights for marketing strategies to increase customer satisfaction and loyalty.

The Actual Situation of the Insurance Business for Import and Export Goods Transported by the Sea at Insurance Enterprises in Vietnams

To assess the current situation of the insurance business of import and export goods transported by sea at insurance enterprises in Vietnam. The author has used two research methods, namely the methodology and the meta-analysis method, to solve the research problems. Accordingly, the article has presented the theoretical basis for the insurance business of import and export goods transported by sea, the role, risks, losses, and insurance conditions of this service. Based on business data of insurance business for import and export goods transported by sea, the author has evaluated and analyzed this business. Assessing business results, and existing points in this business in Vietnam. The insurance business of import and export goods by sea in Vietnam is not yet internationally competitive and lacks long-term customer relationships. The international level is the difficulties that are hindering the development of Vietnam's insurance enterprises. The research results are also the basis for insurers to recognize weaknesses in the marine insurance business and have a way to overcome them in the future.

The Design and Implementation of the Enterprise Customer Relationship Management System

In today's technological progress, the future market competition has developed to the service competition, and it is important to establish and develop long-term customer relationship with customers is particularly important. Based on customer relationship management, this paper mainly completes order management and customer service. The order is arranged according to the abnormal situation of the order and the closer to the delivery time. If the order is abnormal, you can directly notify customers with mobile phone SMS, or provide humanized service. The system uses Visual Studio 2019, SQL Server 2019 and MVC development platform to explore the design anddevelopment of the Web-based user relationship management system.