Long-term Customer Research Articles

A Literature Review of Indoor Air Quality: Sources, Health Effects, and Mitigation Strategies

Sustainable marketing has become an essential component for businesses aiming to meet growing consumer demand for environmental responsibility. This paper explores how companies can align their brand values with sustainability efforts to foster long-term customer loyalty and market competitiveness. It examines key sustainable marketing strategies, including eco-friendly product design, transparent communication, and corporate social responsibility (CSR) initiatives. The study emphasizes the importance of authenticity, as consumers are increasingly wary of "greenwashing" tactics and seek brands that genuinely prioritize environmental stewardship. Case studies from various industries demonstrate successful integration of sustainability into brand identity, resulting in enhanced brand reputation, consumer trust, and business growth. The findings highlight the need for a comprehensive approach that includes stakeholder engagement, sustainable supply chains, and marketing campaigns that educate consumers on eco-friendly choices. By aligning brand values with consumer expectations for environmental responsibility, companies can create a competitive advantage while contributing to global sustainability efforts.

Interplay between online customer experience and customer citizenship behaviour towards mobile shopping applications

ABSTRACT In the service industry, embracing customers as valuable resources and stimulating their citizenship behaviours provides a competitive edge. However, there is a dearth of studies on customer citizenship behaviour (CCB) in mobile application services. This study focuses on how online customer experience (OCE), particularly in mobile shopping applications (MSAs), affects CCB. Data from 410 Indian MSA users were collected and analysed using structural equation modelling. The analysis reveals that two aspects of the customer experience – cognitive (users’ perceptions and thoughts about the app) and sensory (the app’s design and visual appeal) – strongly influence key CCB elements, such as customer advocacy, helpfulness, and tolerance. The findings emphasise the relevance of OCE in improving CCB towards MSAs. It will assist marketers in formulating effective branding strategies that drive value co-creation and long-term customer engagement.

GO-TO-MARKET STRATEGIES FOR CONSUMER TECHNOLOGICAL PRODUCTS WITH SUBSCRIPTION MONETIZATION MODEL

This study examines go-to-market (GTM) strategies for consumer technological products utilizing subscription monetization models. As the digital landscape evolves, businesses are increasingly adopting subscription-based approaches to generate recurring revenue and establish long-term customer relationships. Our research investigates the key components of successful GTM strategies in this context, focusing on market segmentation, value proposition development, pricing strategies, distribution channel selection, and customer acquisition and retention tactics. Through a comprehensive analysis of scientific papers, industry reports, and case studies, we identify best practices and trends in subscription-based GTM strategies for consumer tech products. Our findings highlight the importance of market segmentation, value proposition development, pricing strategies, marketing and communication, customer acquisition and retention practices in optimizing customer lifetime value. This study contributes to the growing body of literature on subscription business models and provides practical insights for managers and entrepreneurs in the consumer tech industry.

Enhancing User Experience and Sustainability in Open Banking Using PLS-SEM

A framework empowering third-party providers to access individual financial data has revolutionized the financial services landscape. Despite the user-centric nature of FinTech solutions, research on post-adoption behavior remains relatively scarce. Given the pivotal role of FinTech in the modern financial industry, understanding the factors driving sustained adoption and continued usage is crucial. This study aims to explore the key determinants influencing users’ decisions to remain engaged with Open Banking solutions. We propose a model examining the impacts of various factors on user satisfaction and their intention to continue using Open Banking. Partial least squares structural equation modeling (PLS-SEM) was employed to validate this model. Our findings reveal that user satisfaction with the usage experience is the sole predictor of continued use intention, explaining 62% of the variance in continuance use intention (R2 = 0.62). Additionally, user satisfaction is influenced by perceived usefulness (β = 0.33, p < 0.001), trust (β = 0.24, p = 0.003), and convenience (β = 0.25, p = 0.006), accounting for 70.5% of the variance in satisfaction (R2 = 0.705). The practical implications of this study suggest that Open Banking providers should prioritize enhancing user satisfaction by improving the perceived usefulness and convenience of their applications while fostering trust to maintain user engagement. Furthermore, our findings emphasize that convenience and trust are critical levers that Open Banking providers can utilize to ensure long-term customer loyalty and adoption, particularly in developing economies.

Transformation Of The MSMe Business Of Processed Chicken Grilled Today Through Digital Media Based Marketing Communications

This study discusses the business transformation of the Modern Fried Chicken MSME through digital media-based marketing communication strategies amidst increasingly tight competition and technological developments. The purpose of this study is to examine the impact of using social media, such as Instagram and Facebook, on increasing brand awareness, customer interaction, and loyalty and sales. This study uses a qualitative method with a case study approach on the Modern Crushed Chicken UMKM, with data collection techniques in the form of in-depth interviews and digital content analysis. The results of the study show that the use of social media effectively increases market reach, customer engagement, and contributes directly to increasing short-term sales and long-term customer loyalty. This finding emphasizes the importance of adopting digital communication strategies in supporting the growth of MSMEs in the digital era. The implications of this research provide practical insights for MSMEs in utilizing digital technology to strengthen competitiveness and improve business performance.

A strategic brand development framework for expanding cardiovascular and endocrinology treatments in emerging markets

This paper introduces a conceptual framework for strategic brand development in the pharmaceutical industry, specifically targeting the cardiovascular and endocrinology treatment sectors in emerging markets. The framework explores how stakeholder engagement, market segmentation, and brand positioning can enhance access to critical treatments, addressing growing public health challenges in these regions. Cardiovascular and endocrinological disorders, such as heart disease and diabetes, are rising rapidly in emerging markets due to lifestyle changes, urbanization, and increased life expectancy. Pharmaceutical companies face unique challenges in expanding their market presence in these regions, including varying healthcare infrastructure, economic disparities, and regulatory environments. The proposed framework emphasizes the importance of engaging key stakeholders—such as healthcare professionals, policymakers, and patients—through targeted educational campaigns, partnerships, and advocacy. Effective stakeholder engagement fosters trust and collaboration, which is essential for expanding access to life-saving treatments. In addition, market segmentation is a critical component of this strategy, allowing companies to tailor their marketing efforts to specific demographic groups, economic conditions, and healthcare needs in each region. By identifying the most relevant segments and understanding their unique needs, companies can ensure that their treatments reach the populations most at risk for cardiovascular and endocrinological diseases. Brand positioning is another cornerstone of this framework. By clearly defining and communicating the value of their treatments in terms of efficacy, affordability, and accessibility, pharmaceutical companies can differentiate themselves in increasingly competitive markets. Strategic positioning not only enhances brand visibility but also builds long-term customer loyalty, which is crucial for sustaining market growth in emerging economies. Overall, this conceptual framework provides a roadmap for pharmaceutical companies to strategically develop their brands in the cardiovascular and endocrinology sectors, ultimately contributing to improved public health outcomes in emerging markets.

Study on Impact of Neuroeconomics Tactics used by Streaming Services Companies (Eg. Netflix, Spotify) on Genz's Purchase Intentions in Ahmedabad City

This paper reflects on how the neuroeconomics strategies employed by streaming companies, like Netflix and Spotify, affect Generation Z's purchasing intentions in Ahmedabad City. Neuroeconomics endeavors to be an integrative science that explains how neuroscience and psychology will intervene in or complement economics to develop knowledge about understanding consumer decision-making processes and those factors that influence buying behavior. Having established such neuroeconomic theories, streaming service companies then hunt them under the guise of optimized user experience with visual and auditory stimuli and tailored recommendations to keep the user interested and waiting for another subscription or purchase. The effects of such strategies are pretty important to understand for the Gen Z audience - a bunch of kids known for their tech-savvy nature and instant gratification. This paper investigates how streaming applications make use of cognitive biases arising from loss aversion to dopamine-driven reward systems and social proof influencing the buying behavior of young consumers. A mixed method approach was used on a representative sample of Gen Z youths by surveys and interviews in Ahmedabad to collect the data. Overall, the findings from this study are expected to be very informative on how neuroeconomic strategies will or will not impact the consumption behavior of Gen Z in the streaming industry. This would be followed by actionable recommendations for companies about how they can maximize their marketing efforts to resonate more effectively with this emergent market going forward. As neuroeconomics and consumer behavior begin to intermix, streaming services stand to increase users' engagement, amplify sales, and cultivate long-term customer loyalty with Gen Z among urban India.

The Service Experience Equity on Repatronage Intention within Public Transportation Services

In a highly competitive market, service providers are often expected to enhance their profitability by delivering superior service quality. This principle is evident among many public transportation providers in Malaysia, who strive to elevate the passenger experience through refined service offerings. The objective of this study is to examine the factors influencing repatronage intentions among public transportation users in Malacca, Malaysia, using the Service Experience Equity (SEE) framework. To demonstrate the causal connections between the variables, a regression analysis has been employed. The findings reveal that service atmosphere and personnel interactions significantly impact users' willingness to continue using these services. The study emphasizes the importance for management to prioritize customer experience by investing in service environment strategies that foster user engagement and discourage customer churn. It further underscores that both the overall service experience and the quality of employee-customer interactions are critical determinants of future patronage. Consequently, it is recommended that transportation service providers leverage these elements to create a competitive edge, thereby encouraging repeat usage and building long-term customer loyalty.

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.

Emotional Marketing, Customer Retention, and Brand Loyalty in Vietnam’s Retail Sector: Unveiling the Moderating Impact of Digital Innovativeness

This study investigates the relationship between emotional marketing, brand loyalty, and customer retention in Vietnam’s retail sector, while examining the moderating role of digital innovativeness, comprising personal and brand innovativeness. A conceptual model is developed and empirically tested using a sample of 533 Vietnamese retail consumers. The model incorporates emotional marketing as the main predictor, brand loyalty as the mediator, customer retention as the outcome, and digital innovativeness as the moderator. Relevant determinants of brand loyalty, such as customer satisfaction, perceived value, emotional attachment, and brand identity, are included as control variables. The data is analyzed using structural equation modeling. The results reveal that emotional marketing has a significant positive impact on brand loyalty, which in turn leads to higher customer retention. Digital innovativeness is found to positively moderate the relationship between emotional marketing and brand loyalty. The study highlights the importance of leveraging emotional marketing strategies and fostering digital innovativeness to build strong emotional connections, brand loyalty, and long-term customer retention in the Vietnamese retail market. This research contributes to the understanding of emotional marketing’s impact on brand loyalty and customer retention in the context of Vietnam’s retail sector, while uniquely exploring the moderating effect of digital innovativeness. The findings provide valuable insights for retailers seeking to optimize their marketing strategies and adapt to the evolving needs of Vietnamese consumers in the digital age.

Sustainable Marketing Strategies: Aligning Brand Values with Consumer Demand for Environmental Responsibility

Sustainable marketing has become an essential component for businesses aiming to meet growing consumer demand for environmental responsibility. This paper explores how companies can align their brand values with sustainability efforts to foster long-term customer loyalty and market competitiveness. It examines key sustainable marketing strategies, including eco-friendly product design, transparent communication, and corporate social responsibility (CSR) initiatives. The study emphasizes the importance of authenticity, as consumers are increasingly wary of "greenwashing" tactics and seek brands that genuinely prioritize environmental stewardship. Case studies from various industries demonstrate successful integration of sustainability into brand identity, resulting in enhanced brand reputation, consumer trust, and business growth. The findings highlight the need for a comprehensive approach that includes stakeholder engagement, sustainable supply chains, and marketing campaigns that educate consumers on eco-friendly choices. By aligning brand values with consumer expectations for environmental responsibility, companies can create a competitive advantage while contributing to global sustainability efforts.

Pentingnya Kualitas Pelayanan dan Kepercayaan Konsumen Terhadap Loyalitas Pelanggan di CV Putra Timur Farm

In the constantly shifting and challenging market landscape, one notable phenomenon is the surge in new businesses. This study focuses on examining the impact of service quality and consumer trust on customer loyalty at CV Putra Timur Farm. In the commodity business, where prices frequently fluctuate, maintaining customer loyalty is essential for business sustainability. Data for this research was collected through observations and questionnaires and analyzed using the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method. The results of the analysis indicate that excellent service quality and high levels of consumer trust have a positive and significant effect on customer loyalty. The findings highlight the critical importance of improving service quality and building strong consumer trust to maintain and enhance customer loyalty, especially amid unpredictable price fluctuations in commodity markets. This research underscores the need for businesses to focus on service excellence and trust-building strategies to ensure long-term customer retention and overall business success

A STUDY OF THE IMPACT OF SERVICE QUALITY ON CUSTOMER REVISIT INTENTION OF PSYCHOLOGICAL SERVICE COMPANIES: USING CUSTOMER EXPERIENCE AND DISEASE AWARENESS AS MEDIATING VARIABLES

In today's society, mental health issues are receiving increasing attention, and numerous psychological service companies have emerged as providers of professional mental health services. However, the market competition is also becoming more intense, making service quality a crucial factor for psychological enterprises to achieve long-term development and customer loyalty. This study aims to explore the specific mechanisms by which various elements of service quality, such as accessibility, convenience, reliability, and efficiency, affect clients' willingness to revisit psychological consulting firms. Through empirical analysis, the study seeks to clarify the degree of association between different service quality dimensions and the intention to revisit and analyze their internal relationships. Therefore, the study will survey clients who have received psychological counseling and therapy services, using client experience and disease perception as mediating variables to examine the impact of service quality on the revisit intention of customers in psychological service enterprises. Additionally, through an in-depth study of the YM Psychological Counselor Training Company, the research will analyze issues related to the company's low revisit intention and propose recommendations for adjustment, offering a reference for similar enterprises.

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.

Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era

In today’s digital era, businesses are increasingly adopting digital marketing strategies to enhance brand awareness and foster customer loyalty. As online interactions grow, companies must adapt their marketing efforts to stay compet- itive and engage effectively with consumers. This research employs a mixed- method approach, using both qualitative and quantitative data from case studies of successful companies that have implemented digital marketing strategies. The study examines the role of social media, content marketing, and personalized communication in building brand awareness and loyalty. The study provides new insights into how personalized marketing efforts, including targeted cam- paigns and relevant content, help brands differentiate themselves in a crowded online marketplace. The findings show that consistent use of social media, en- gaging content, and personalization significantly boost brand awareness and fos- ter long-term customer loyalty. Personalization, in particular, strengthens cus- tomer relationships, leading to repeat purchases and advocacy. In conclusion, successful digital marketing requires an in-depth understanding of online con- sumer behavior and the application of tailored strategies. The effective inte- gration of social media, content marketing, and personalized messages enables businesses to build lasting customer relationships and gain a competitive edge in the digital marketplace

Enhancing Yogurt Functionality through Enrichment with Cow and Soy Milk: Production and Quality Evaluation

Yoghurt is a fermented dairy product produced from cow’s milk. Soybeans are abundant, reasonably priced, and high in protein, so there has been some work done to use them to make more pleasant and acceptable food products. Although many people eat cow's milk yoghurt, others who are lactose intolerant or follow a plant-based diet could find it incompatible. However, in comparison to regular yoghurt, soy milk yoghurt does not always live up to customer expectations regarding flavor and texture, even though it is nutritionally sound. The difficult part of making yoghurt is creating a recipe that combines the health advantages of soy milk with the desired sensory attributes of cow milk yoghurt. In the current investigation, soy milk was added to the milk of cows. The final soybean yoghurt was assessed about post-acidification modifications. The primary aim of this research is to improve the nutritional value and functioning of yoghurt by the addition of a blend of soy and cow's milk. In keeping in mind yogurt is made out of cow milk and soy milk. Cow milk is rich in protein, calcium, vitamin D, and Potassium. Soy milk is rich in vitamins A, B, and proteins. The yogurt made out of this may have various health benefits. The study blended cow and soy milk in various proportions to create different yogurt formulations. The treatments were as follows: T1: Soy milk (200 ml) without cow milk, T2: Cow milk (200 ml) without soy milk, T3: [Cow milk (100 ml) + Soy milk (100 ml)], T4: [Cow milk (120 ml) + Soy milk (80 ml)], T5: [Cow milk (80 ml) + Soy milk (120 ml)], T6: [Cow milk (160 ml) + Soy milk (40 ml)], and T7: [Cow milk (40 ml) + Soy milk (160 ml)]. These formulations were tested to achieve a high-quality blended yogurt that is both nutritious and flavorful. Combining soy and cow's milk to enhance yoghurt is a viable way to satisfy the nutritional requirements of a wider range of customers, including those who have lactose intolerances or who choose plant-based diets. According to the study's findings, soy milk-enriched yoghurt is a competitive and enticing product on the market since it maintains the good aspects of regular yoghurt while also offering increased nutritional value. Optimising the ratio of cow to soy milk and gauging long-term customer acceptability are two potential areas for future study.

Predicting long-term deposit customers using convolutional neural network and data conversion technique

Predicting long-term deposit customers using convolutional neural network and data conversion technique

The Influence of Product Quality and Marketing Strategy Management on Consumer Satisfaction and Customer Loyalty with the Use of Wardah Skincare Products in Jambi City

Beauty care has become a crucial necessity in modern society, not only for enhancing appearance but also for skin health. The inundation of the market with beauty products and advertisements creates a strong urge for individuals, especially women, to consume beauty products and services for desired appearances. In efforts to attract consumers, beauty business owners strive to provide the best services to fulfill consumer satisfaction. Consumer satisfaction becomes the primary focus for consumer- oriented companies, with consumer loyalty formed from a combination of satisfaction and complaint handling. Consumers, as key players in the business ecosystem, play a significant role in determining product acceptance in the market. Product quality is a crucial factor in creating customer loyalty, with perceived quality by customers playing a crucial role in enhancing satisfaction and ultimately strengthening customer loyalty. Therefore, a deep understanding of consumer needs and preferences, along with efforts to maintain high product quality, is key to successfully building long-term customer loyalty.

Applying fuzzy logic to balanced scorecard for the performance evaluation of government e-services

Purpose The purpose of this study is to assess the performance of United Arab Emirates (UAE) Government e-services by using the fuzzy technique for order preference by similarity to ideal solution (TOPSIS) methodology, integrating insights from the balanced scorecard (BSC) framework across financial, customer, internal business and learning and growth perspectives. Design/methodology/approach Using the fuzzy TOPSIS method, this paper evaluate three e-services in the UAE against 12 criteria representing the balanced scorecard perspectives. Expert evaluation and sensitivity analysis are used to identify the most sustainable e-service alternative. Findings The study findings emphasize the importance of prioritizing customer-centric metrics, improving service reliability and efficiency, and investing in employee training to enhance e-government service performance in the UAE. Sensitivity analysis reinforces the robustness of our results and identifies key criteria influencing decision-making. Research limitations/implications The data was collected only from experts in selected UAE Government departments. This may affect the generalization of the findings. Also, only three e-services were evaluated. Future studies could include various e-services not covered in this study and use different multi-criteria decision-making methods. Practical implications Prioritizing customer satisfaction: Priority should be given to customer satisfaction as it is a critical factor in evaluating e-services because of its importance. It also highlights the importance of considering user feedback and ensuring that e-services have a high level of friendliness and responsiveness to their needs. It follows that minimizing errors and ensuring quick and efficient transactions are crucial. Emphasizing reliability and transaction efficiency: Reliable services and transaction efficiency are also essential criteria for evaluating e-government services. This suggests that e-government services should be designed to minimize errors and ensure that transactions are completed quickly and efficiently. Managing IT costs: To deliver e-government services affordably, effective IT cost management is crucial. This emphasizes how crucial it is to effectively manage IT costs to guarantee the efficient delivery of e-government services. Social implications From a customer perspective, adopting BSC can create a favorable customer attitude, encourage long-term customer support, and increase customer satisfaction and loyalty. These factors have significant social implications for UAE and expatriate individuals who are using such e-government services. Originality/value This study contributes to the literature by showcasing the applicability of the fuzzy TOPSIS methodology in evaluating UAE e-government service performance. By examining multiple perspectives of the BSC, this paper provide valuable insights into enhancing the efficiency and effectiveness of e-services in the UAE Government sector.