Market Innovation Research Articles

Modern development trends of marketing technologies in Ukraine

Introduction. The modern stage of the development of the Ukrainian economy requires a constant search for the latest business tools and technologies. Technologies for promoting products and services to the market are gaining special relevance. Marketing activity requires creativity, new ideas and new innovative technologies. The purpose of the paper is to analyze modern marketing technologies used in Ukraine and to identify the main trends in their development. Results. Since the beginning of the 21st century, marketing concepts have undergone significant changes due to globalization, the spread of remote services, economic crises, and changing consumer preferences. Well-known marketers predicted a transition from traditional marketing technologies to new tools, an increase in the quality of goods, an individual approach to customers and a systematic approach to the organization of companies. In 2024, in Ukraine, we highlight the following groups of marketing technologies: use of the latest IT for advertising, information collection and analysis technology, focus on consumer identity, data protection, and innovations in communications. In particular, mobile marketing is gaining popularity due to the growing number of smartphone users, the active use of video content, and the involvement of bloggers and influencers. An important role is played by social networks, which integrate with e-commerce, facilitating shopping directly through social networks. Artificial intelligence technologies contribute to deep personalization and automation of marketing processes, and voice search stimulates the adaptation of content for conversational search. Custom content and socially responsible marketing increase brand authenticity. Considerable attention is paid to privacy and data protection. Innovative technologies such as AR and VR are changing the perception of information, creating new opportunities for interaction with customers. Conclusions. The development of digitalization in Ukraine and the world introduces new trends in the marketing activities of enterprises. Traditional technologies are being replaced by digital technologies that are more progressive and convenient for consumers. At the same time, enterprises should be clearly aware of the need to segment the market and identify customers who are ready to accept new trends in the use of modern, innovative marketing technologies. The further development of the enterprise depends on the thoughtful work of marketers and correctly defined marketing technologies.

THE ROLE OF ENTREPRENEURSHIP ORIENTATION IN THE EFFECT OF DIGITAL MARKETING THROUGH SOCIAL MEDIA ON THE PERFORMANCE OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) IN INDONESIA

This research contributes to formulating policies and programs related to MSMEs, especially digital marketing in Indonesia. This research examines the role of entrepreneurial orientation on the influence of digital marketing via social media on MSMEs in Indonesia. Although several studies have examined the relationship between the use of social media (Technology Acceptance Model, TAM) and company business performance, the existence of inconsistencies in previous research results opens up obstacles for this research to develop theory and strengthen weaknesses. Previous research, as well as complementing the growing digital marketing literature. This research involved 500 MSME owners in Indonesia, where an online survey of MSME owners was the data collection instrument. The data has been analysed using SEM (Structural Equation Modeling) via AMOS (Analysis of Moment Structure) software. Results showed that perceived ease of use positively affected attitudes towards using social media. The benefits of using social media and attitudes towards using social media have a positive effect on attitudes towards using social media. The use of social media has a positive impact on the performance of MSMEs. Then, entrepreneurial orientation has a positive effect on the performance of MSMEs. Furthermore, entrepreneurial orientation moderates the influence of social media use on MSME's performance, meaning that entrepreneurial orientation strengthens the influence of social media use on MSME's performance. The research implication is that it contributes to the TAM literature, where all tests support the TAM theory. Future research is encouraged to replicate the moderation model developed in this study as applicable to other countries and regions for better generalisation. Future research can add control variables such as age, education, and experience to the relationship between social media use and MSME performance. From a practical point of view, the government needs to intervene to improve the business performance of MSMEs. One of them is providing reliable and affordable internet connectivity, equal distribution of internet infrastructure, especially in rural and remote areas, providing digital literacy and training among business owners and employees. Then, MSME players must be oriented towards entrepreneurship by producing innovative new products and more modern marketing innovations digitally through social media.

Entrepreneurship-Based Economic Potential Development in Mekarsari Village, Cibalong District, Garut Regency

Mekarsari Village, Cibalong District, Garut Regency. Mekarsari Village has a variety of local economic potential that can be utilized to improve the standard of living and welfare of the local community. To make this happen, targeted and sustainable strategic steps are needed. In this article, we identify the economic potential that exists in Mekarsari Village, including natural resources, local expertise, superior products, and market opportunities that can be used as a basis for entrepreneurial activities. Additionally, this article outlines concrete steps that can be taken to encourage entrepreneurial growth in the region. Some of the steps proposed include training and entrepreneurship development programs for village residents, intensive assistance and guidance in the initial stages of business establishment, as well as the formation of cooperatives or joint business groups to strengthen their bargaining position and expand market access. Product diversification, innovation, and effective promotion and marketing are also important parts of the entrepreneurship-based economic development strategy in Mekarsari Village. This service also highlights the importance of collaboration with external parties, such as government agencies, research institutions, universities and private companies, as a means of supporting economic development at the local level. In this context, financial management and accountability are also important factors that need to be considered in order to maintain sustainability and sustainable business growth. Through these structured steps and approaches, it is hoped that this article can provide guidance and inspiration for stakeholders to jointly contribute to advancing the local economy in Mekarsari Village, creating new jobs, and improving the quality of life of the community as a whole.

Innovative Marketing in Luxury Fashion: How Gucci Uses Big Data to Enhance Digital Marketing

This study examines Gucci's digital marketing strategies, focusing on how the brand leverages big data to enhance its digital presence and engage Generation Z. Amid significant digital transformation in the fashion industry, Gucci has maintained its competitive edge through innovative digital initiatives. The research analyzes Gucci's use of big data to personalize customer experiences, optimize marketing campaigns, and implement online-to-offline (O2O) strategies. Findings indicate that Gucci's comprehensive digital strategy, which includes augmented reality and 3D visualization, effectively enhances customer engagement, increases sales, and builds brand loyalty, solidifying its position as a leader in the luxury fashion industry.

Leveraging Emerging Technologies in Pricing Strategies and Consumer Behavior: Case Studies from China's Innovative Markets

Leveraging Emerging Technologies in Pricing Strategies and Consumer Behavior: Case Studies from China's Innovative Markets

Concerted action agreements, corporate innovation, and financial market outcomes: A pre-registered report

This pre-registered study aims to investigate whether and how concerted action agreements enhance corporate innovation and create financial value. Based on theoretical analysis and numerous case studies, we expect to find that concerted action agreements significantly improve corporate innovation. The channels are at least two folds. First, by shielding entrepreneurs from short-term market pressure and enhancing their job security through enhancing their control rights, concerted action agreements spur long-term projects such as innovation. Second, through transferring control rights to entrepreneurs, concerted action agreements also strengthen entrepreneurs' stewardship role, which in turn mitigates agency problems and stimulates innovation. We further test the economic consequences of concerted action agreements and we expect to document that the agreements have a positive influence on firm performance and financial market valuation through enhanced corporate innovation. We also predict that because short-term market pressure and agency costs are high for high-tech firms due to information asymmetry, and because innovation is especially important for high-tech firms, concerted action agreements are most beneficial for high-tech firms. Finally, we predict that as time passes, the positive effects of concerted action agreements may diminish.

Innovative Strategies in Digital Marketing: Enhancing Consumer Engagement and Brand Loyalty

This study examines innovative strategies in digital marketing aimed at enhancing consumer engagement and brand loyalty. Utilizing a qualitative literature review method, the research synthesizes data from diverse sources, including academic journals, industry reports, and case studies, to provide a comprehensive understanding of current trends and practices in digital marketing. Key strategies identified include personalized content marketing, the use of social media platforms for interactive engagement, and the integration of artificial intelligence (AI) and big data analytics to understand consumer behavior and preferences. The findings reveal that personalized content significantly boosts consumer engagement by tailoring messages to individual preferences and needs, thus fostering a deeper connection with the brand. Social media platforms serve as powerful tools for creating a dialogue between brands and consumers, leading to increased brand awareness and loyalty. The use of AI and big data allows for more precise targeting and predictive analytics, enhancing the effectiveness of marketing campaigns. Challenges such as data privacy concerns and the rapid pace of technological change are also discussed, highlighting the need for adaptive strategies and ethical considerations in digital marketing. The study concludes that while challenges exist, the strategic implementation of innovative digital marketing techniques can substantially increase consumer engagement and brand loyalty. This research offers valuable insights for marketers and business leaders looking to leverage digital technologies to enhance their brand’s relationship with consumers.

Enhancing sustainable development in the energy sector through strategic commercial negotiations

Sustainable development in the energy sector necessitates a delicate balance between economic growth, environmental stewardship, and social well-being. Strategic commercial negotiations play a pivotal role in achieving this balance, facilitating agreements that align with sustainable development goals (SDGs). This paper explores the intersection of commercial negotiations and sustainable energy practices, emphasizing how strategic negotiations can drive progress towards sustainability. In the contemporary energy landscape, the shift towards renewable energy sources and the implementation of green technologies have become imperative. Effective commercial negotiations are essential in securing investments, fostering partnerships, and establishing frameworks that support the adoption and integration of sustainable practices. Key negotiation strategies include the incorporation of environmental, social, and governance (ESG) criteria, long-term planning, and the adoption of flexible yet robust contract structures. ESG considerations ensure that negotiations address not only financial outcomes but also the broader impact on society and the environment. By prioritizing ESG factors, negotiators can promote responsible business practices that mitigate environmental risks and enhance social benefits. Additionally, long-term planning in negotiations enables stakeholders to align their objectives with global sustainability targets, such as the Paris Agreement and the United Nations SDGs, ensuring that energy projects contribute positively to climate action and sustainable development. The adoption of flexible contract structures is also critical. These structures should accommodate technological advancements and evolving regulatory frameworks, allowing for adaptive management of energy projects. Such adaptability is crucial in a sector characterized by rapid innovation and changing market dynamics. Furthermore, collaborative approaches in negotiations, involving multiple stakeholders including governments, private sector entities, and civil society, can foster inclusive and transparent decision-making processes, enhancing the legitimacy and acceptance of negotiated agreements. In conclusion, strategic commercial negotiations are instrumental in advancing sustainable development in the energy sector. By integrating ESG criteria, long-term planning, and flexible contract structures, negotiators can secure agreements that not only drive economic growth but also promote environmental sustainability and social equity. This approach ensures that the energy sector can contribute effectively to global sustainability goals, creating a resilient and sustainable future. Keywords: Energy Sector, Enhancing, Sustainable Development, Strategic, Commercial Negotiations.

Inovasi Pengembangan Film Dokumenter Sinematografi Sebagai Upaya Akselerasi Aset Digital Marketing Industri Tape Desa Banjarsari

The development of innovations in the production of cinematographic documentaries aims to accelerate digital marketing assets for the tape industry in Banjarsari Village. Through a methodology that includes analyzing digital marketing needs, designing documentary concepts, and evaluating the effectiveness of marketing campaigns, the documentary is designed to showcase the tape-making process in depth and engaging, as well as promote local cultural values. A significant increase in brand awareness and consumer interest in tape products from Banjarsari Village was revealed from the results of this activity. Evaluations conducted through in-depth surveys and interviews confirm the effectiveness of this approach in supporting digital marketing strategies and expanding market reach. The innovations applied in this cinematographic documentary not only increase consumer interest but also play an important role in strengthening marketing strategies and expanding market reach through an engaging visual approach. Thus, an important contribution is made to the development of innovative digital marketing assets for the rural tape industry, demonstrating that this approach is effective in supporting digital marketing strategies as well as expanding the market and increasing brand awareness of local products.

Pembinaan Optimalisasi Peran Perempuan Desa dalam Literasi Inovasi Digital Marketing Guna Menjaga Keberlangsungan Usaha di Desa Kelungkung

The main purpose of this community empowerment activity is to provide guidance on optimising the role of village women in digital marketing innovation literacy to maintain business sustainability in Kelungkung Village. The methods used in this community service activity are tutorial methods, mentoring methods, discussion methods and evaluation. The results achieved from this activity are: (1) The enthusiasm of the PKK of Kelungkung Village for digital marketing innovation literacy activities with various conditions of limited time and age, (2) Can understand and practice how to create a market place account to do online marketing, (3) Can understand material about online marketing strategies, (4) Able to plan a digital marketing business, (5) Able to compile small business performance evaluation management.

Factors driving consumer adoption of smart and green building materials: the role of civil engineers and architects

ABSTRACT This study aims to investigate the role of civil engineers and architects in driving consumer adoption of smart and green building materials in Bengaluru, India. A mixed-method approach is employed, including quantitative surveys of 350 consumers and qualitative interviews with 30 civil engineers and architects. The data are analyzed using descriptive, Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM), and thematic analysis. Income acts as a moderating variable influencing the consumers in adoption. Civil engineers and architects use innovative marketing strategies, public education campaigns, and consumer involvement in decision-making. However, various barriers such as initial costs, limited availability, lack of expertise, and complex regulations prevent widespread adoption. The qualitative analysis highlighted the environmental benefit as the most relevant factor, increasing awareness and providing education as the most powerful strategy. Conversely, the lack of a uniform rating system and certification system is the most critical challenge affecting the adoption of these materials from a consumer behaviour perspective. Therefore, the study recommended incentivising green building materials, promote knowledge via professional development, and expedite regulatory procedures to encourage widespread use. The study uses civil engineers and architects as consumer acceptability influencers to help policymakers create a smart and green building material consumption roadmap.

The Role of Organizational Innovation Capability in The Relationship Between Disruptive Innovation and Organizational Performance of Thai Listed Firms

This research aims to examine the mediating effect of organizational innovation capability on the relationship between disruptive innovation and organizational performance. Data collection was implemented through a mail survey method via questionnaires completed by the executive managers of Thai-listed firms. Of the returned and completed surveys, 148 questionnaires were deemed usable. Statistical analysis was performed by means of structural equation modelling, to test the hypothesized relationships. Results indicated that organizational innovation capability plays a vital role through its mediating effect on the relationship between disruptive innovation (technological disruption and market disruption) and organizational performance. The findings contribute insights for current and large firms regarding the influence of disruptive innovation, indicating that this ensures enhanced organizational performance via organizational innovation capability. More importantly, the study also increases the knowledge of disruptive innovation, informing predictions and assisting decision-makers involved in generating firms’ competitive advantages.

Strategi Digital Marketing Tiktok Untuk Meningkatkan Brand Awareness Koding Next Surabaya

In the digital era, social media marketing is crucial for enhancing brand awareness and expanding audience reach. TikTok has emerged as a popular platform among the youth, known for its creative and interactive content. Recognizing this potential, Koding Next Surabaya, a leading coding education institution for children and teenagers in Southeast Asia, aims to leverage TikTok to increase its brand awareness. Established in 2015 by Bartek Wasik and Mateusz Rybinski and present in Surabaya since 2022, Koding Next focuses on delivering top-quality programming education. This internship involves creating relevant content and studying innovative digital marketing strategies, particularly through interactive content and TikTok's promotional features, to reach a broader audience. This study seeks to develop an effective digital marketing strategy on TikTok, identify the most engaging content types, and measure the impact of TikTok's promotional features on brand awareness. The research focuses on the period from December to June, using metrics such as view count, engagement, and follower growth, within Surabaya's geographical context. The findings are expected to provide practical guidance for Koding Next Surabaya, enhance its brand awareness, and serve as a reference for future digital marketing research on TikTok.

Methodological Aspects of Elaborating Marketing Strategy of Innovation Bank Products and Services

Today the key factor of influencing banking sector is the development of information systems and overall strategy of economy digitalization as its consequence. On today’s competitive banking market we can observe the necessity to elaborate and promote approaches to banking product and service marketing that are meant to provide finance stability of banking business and orientation of marketing innovation bank functioning not only to their opportunities but also to market needs. In spite of a big number of publications dealing with this issue, academic research should be developed further. In research by Russian scientists there are actually no developments dealing with the problem of finding structural components for elaborating marketing strategy of banking products and services. Insufficient attention was paid to approaches of defining the essence of banking product and service marketing. The problem of assessing the level of the impact of banking innovation marketing on competitive positions and finance stability of banks has not been settled yet. The article showed components necessary to elaborate strategy of banking product and service marketing, among which the author underlined their characteristics depending on the model of commercialization, sub-system of their implementation process and interconnection between the chosen marketing strategy and classification features of banking innovation. The author designed a structural and logical scheme of elaborating strategy of baking product and servicer marketing and formulated its definition.

Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth

In the rapidly evolving digital landscape, small and medium-sized enterprises (SMEs) must adopt innovative digital marketing strategies to drive competitive advantage and sustainable growth. This review explores the critical components and benefits of leveraging digital marketing for SMEs, emphasizing how tailored strategies can enhance market presence, customer engagement, and business performance. SMEs face unique challenges in resource allocation and market competition, necessitating cost-effective and impactful marketing approaches. Innovative digital marketing strategies, including search engine optimization (SEO), social media marketing, content marketing, email campaigns, and data-driven analytics, provide SMEs with the tools to compete effectively against larger enterprises. By utilizing these strategies, SMEs can achieve greater visibility, attract a broader audience, and convert prospects into loyal customers. SEO and content marketing play a pivotal role in enhancing online visibility and organic traffic. By producing high-quality, relevant content and optimizing it for search engines, SMEs can improve their search rankings and attract targeted audiences. Social media platforms offer powerful channels for engaging with customers, building brand awareness, and fostering community. Through targeted advertisements and influencer partnerships, SMEs can reach specific demographics and drive engagement. Email marketing remains a cost-efficient strategy for maintaining customer relationships and promoting products or services. Personalized email campaigns can nurture leads, encourage repeat business, and build customer loyalty. Additionally, data-driven analytics enable SMEs to measure campaign performance, understand customer behavior, and make informed decisions to refine marketing efforts. The integration of innovative technologies such as artificial intelligence (AI) and machine learning further enhances digital marketing capabilities. AI-driven tools can automate tasks, provide insights into customer preferences, and optimize marketing strategies in real-time. For instance, chatbots can improve customer service, while predictive analytics can forecast trends and personalize marketing messages. In conclusion, innovative digital marketing strategies are essential for SMEs seeking to drive competitive advantage and sustainable growth. By embracing SEO, social media marketing, content marketing, email campaigns, and data-driven analytics, SMEs can maximize their marketing impact, enhance customer engagement, and achieve long-term business success. Leveraging these strategies allows SMEs to remain agile, responsive, and competitive in the dynamic digital marketplace. Keywords: Innovative, Digital Marketing, SMEs, Sustainable Growth, Competitive Advantage.

The Role of Innovation Management Tools in Generating Innovation Market Success

The extensive literature on innovation management lacks a holistic theory, yet offers valuable frameworks, concepts, and tools for analyzing and managing the innovation process. Research gaps are evident in understanding the impact of specific innovation management techniques or tools (IMT) on innovation performance. Notably, limited studies demonstrate the influence of IMT on performance, primarily through qualitative case studies, and there is a notable shortage of diverse methodologies examining the interaction and collective impact of these tools alongside other innovation drivers. This paper investigates the significance of IMT in relation to other factors contributing to Innovation Market Success (IMS). Using Bootstrapped Structural Equation Modelling and Necessary Conditions Analysis on a dataset of 354 medium-sized enterprises in Germany and Austria, the study examines the interconnectedness and significance of IMT with other innovation performance determinants. Findings suggest a need to reassess the perceived importance of innovation management tools, highlighting an overemphasis in current research, while overlooking other crucial success factors. This study enhances understanding of IMT's role and impact, advocating for their strategic use in harnessing a firm's resources and capabilities to generate new competitive advantages, aligning with the Resource-based View of the Firm.

The power of nostalgic emotion: how Hong Kong traditional tong sui influences generation Z's purchase intentions

PurposeOf the studies covering culinary tourism and traditional culture, Generation Z remains an underexplored group despite being the primary consumers of future tourism. Research into young consumers’ motivations is hoped to clarify, protect, and sustain Hong Kong Tong sui among this generation. As such, this study focuses on Generation Z to understand the types of novel experiences Tong sui can create for them, and it is worth exploring in depth the diet that young people are interested in from the perspective of traditional food.Design/methodology/approachBased on Creswell’s guidelines for quantitative research, we investigated the relationships among multiple elements of Hong Kong Tong sui and Generation Z tourists. A corresponding questionnaire was designed to gather information for statistical analysis and contains five sections. The first part solicited basic respondent information. Sections 2–5 presented several key terms (nostalgic emotion, food authenticity, FCV, and purchase intention) to frame the questionnaire in terms of our hypotheses. Items were scored on 7-point Likert-type scales for ease of processing in SPSS 26.0.FindingsAll hypotheses were supported, with nostalgia having the most significant influence on Generation Z’s purchase intentions. Besides, young generations are willing to buy traditional food when exposed to the restaurants or enterprises have nostalgic elements and inspire nostalgia in consumer. Generation Z’s thoughts about food authenticity notably played a more significant role than FCV in terms of the nostalgia of traditional food. In addition, food authenticity and FCV were found to indirectly mediate the relationship between nostalgic emotion and purchase intention.Research limitations/implicationsExamining these types of campaigns geared toward Generation Z tourists to advertise traditional food has enriched this tactic’s applicability. The approach also constructs a foundation to scrutinize the appeal of traditional dishes among young consumer groups to potentially strengthen such food’s influence.Practical implicationsThis study highlights the importance of leveraging nostalgia and understanding the emotional connection that Generation Z has with traditional cuisine. It suggests that enterprises can develop new products or revive traditional recipes that cater to the nostalgic preferences of Generation Z. Marketing innovations, such as using social media influencers, can also be employed to create awareness and generate interest in traditional food. Traditional food can contribute to tourist destinations' promotion and differentiate them from competitors, boosting the tourism and catering industries and creating employment opportunities.Social implicationsThe promotion and preservation of traditional food can contribute to the preservation of cultural identity and heritage. By engaging local communities in culinary initiatives and fostering community pride, traditional food tourism can strengthen the connection to cultural heritage and encourage the preservation of traditional culinary practices. This engagement can lead to sustainable development by promoting local traditions and ensuring the participation of the local community in tourism activities.Originality/valueThis study offers novel theoretical insights into traditional food consumption and food marketing, thus narrowing gaps in research on young consumers and traditional food. Results enrich the understanding of Generation Z’s intentions to purchase traditional food by highlighting tourists’ preferences. Guidelines are also provided for the operators on creating nostalgic campaigns that appeal to young generations.

Nghiên cứu tác động của sức mạnh thị trường tới sự ổn định của các ngân hàng thương mại Việt Nam

This paper investigates the impact of market power on the stability of Vietnamese commercial banks using a quarterly unbalanced panel data set of 22 commercial banks in the period from Q2:2015 to Q3:2023, combined with panel data analysis models. Research results show that market power has a negative impact on the stability of Vietnamese commercial banks, implying that a more competitive banking market will have higher stability. In addition, a higher non-performing loan ratio, loan-to-deposit ratio and inflation also make banks less stable, as these factors increase bankruptcy risk, liquidity risk, and credit risk. On that basis, this paper proposes some policy recommendations to improve the stability of Vietnamese commercial banks, including creating a favorable banking business environment, encouraging diversification and innovation in the banking market (such as supporting small banks to increase capital or establish FinTech in a controlled manner). In addition, commercial banks need to proactively manage their internal factors such as credit risk and loan to deposit ratio to ensure stability.

Mendorong Pertumbuhan Pangsa Pasar B2B untuk Sektor Ride-Hailing Menggunakan Segmentasi Pasar Strategis

The expansion of Indonesia's ride-hailing sector has been considerable, fueled by technological advancements and the widespread embrace of smartphones. Despite its swift growth, the industry faces difficulties concerning long-term viability, safety issues, and compliance with governmental regulations. Nevertheless, the integration of advanced technologies and strategic plans for service expansion into new regions presents significant opportunities. The competitive environment in Indonesia's ride-hailing market not only stimulates innovation but also shapes a lively and evolving market atmosphere. Originally designed for consumers, the ride-hailing sector has evolved into a versatile transportation solution for various business needs, including employee transportation and goods delivery. These services offer advantages for companies, such as enhanced operational efficiency and reduced logistics costs. Recognizing the diversity of the business market, segmentation becomes vital in comprehending customer needs. Through tailored marketing approaches, companies can deliver more pertinent solutions, boosting competitiveness and enlarging B2B market share. By using K-means clustering, it yields 5 clusters, namely cluster 1: Tech Innovators and Financial Players, cluster 2: Logistics Singular Focus, cluster 3: Logistics, Retail, and Automotive Synergy, cluster 4: Culinary, Logistics, and Travel Dynamics, cluster 5: Tech Titans, Healthcare Giants, and Financial Leaders. The analysis of user clusters on the B2B Ride Hailing Indonesia platform provides useful insights that guide strategic recommendations for improving service offerings, refining marketing strategies, and optimizing business operations. Targeting the millennial demographic through digital channels and influencers, examining marginal costs for high-traffic clusters to identify optimization opportunities, exploring expansion possibilities in clusters with growth potential, and tailoring business solutions for clusters with unique needs are among the recommendations. Keywords: K-means Clustering, Market Innovation, Market Share Expansion, Ride-Hailing Sector, Segmentation, Strategic Decisions.

Antecedents of Customer Loyalty in Private Commercial Banks of Bangladesh

Bangladesh’s economy being a small one is home to a huge number of private commercial banks offering homogenous products giving rise to fierce competition within the industry. Gaining substantial customer loyalty can help bank companies survive the competition in the industry. This study tried to review the impact of service quality and perceived value as the antecedents of customer loyalty for private commercial banking customers in Bangladesh. The study reveals that service quality and perceived value positively influence customer loyalty and that the positive impacts are significant as found in prior studies. Additionally, this study suggested that private commercial banks in Bangladesh ought to continually gratify customers by ensuring the quality of service and enhancing perceived value, thereby gaining customer loyalty. As the implication, this study highlighted to the scholars and professionals in the banking industry may resort to the findings of the study for having a better understanding of how the different relevant factors give rise to customer satisfaction, which in turn creates customer loyalty, and how they influence each other as well. The outcomes of the study will assist the practitioners in which innovative and distinctive marketing strategies are to be devised to enhance customer loyalty.