An Examination of Customer Expectation & Experience of Service Quality

Маркетинг. Реклама

An Examination of Customer Expectation & Experience of Service Quality

Автор:

The Chapter 1 of the book introduces the research question, research aims, justification, background for the research, and the methodology employed to evaluate the customer expectation and experience of service quality at service organisations. Chapter 2 constructs a background for the research aims and encompasses/defines various aspects such as service, service quality, customer satisfaction and experience of service. The service quality models/frameworks (SERVQUAL and GAP) and their relevance to measure customer satisfaction and service quality are been associated to appropriate theory. Chapter 3 cultivates to discuss about the research strategy, approaches, philosophies and procedure used in the research to analyse the major limitations and collect primary data about the service quality delivered at Starbucks. Chapter 4 explains how the methodology was applied and presents findings on both primary and secondary data sources. The major findings help to analyse the reasons for the gap between customer expectation and perception of service quality in Starbucks. Chapter 5 analyses the findings and draw a conclusion about the research aims and research questions.

Проверенные методы рекламы

Маркетинг. Реклама

Проверенные методы рекламы

Автор: Джон Кейплз

Можете ли вы увеличить продажи в 19 раз — с помощью рекламы? А ведь именно в способности продавать больше и заключается разница между хорошей и плохой рекламой. Вы повысите свои шансы создания хорошей рекламы, если прочитаете эту книгу. Вы сможете оценить, в какую рекламу стоит вкладывать деньги и насколько она будет работать. Джон Кейплз сумел измерить результаты каждой рекламы, которую когда-либо создавал. Вы научитесь точно оценивать эффективность рекламы, а не пользоваться критериями «нравится — не нравится», «красиво — не красиво». Лучшие копирайтеры современности называли Кейплза своим учителем. Великий Дэвид Огилви говорил, что книга «Проверенные методы рекламы» научила его большей части того, что он знает по поводу создания рекламы.

Consumers’ Behavior Towards Telemarketing:

Маркетинг. Реклама

Consumers’ Behavior Towards Telemarketing:

Автор:

Telemarketing services represent an easy way to reach customers in different part of the world. However, a study regarding consumers’ behavior is lacking. For this reason, we authors in our research wanted to compare and analyze the behavior of customers toward telemarketing from developing countries-Moldova and Pakistan and from developed country-Sweden. At the beginning we expected to find an obvious difference in behavior between the two group countries, namely that consumers in developed countries are using more often telemarketing services than in developing countries. However, our data analysis has shown that consumers from Sweden, Moldova and Pakistan are not eager to go for telemarketing services. Consumers’ preference for shopping is more directed for traditional buying coupled with online shopping. We have found that the following factors can have a strong influence upon changing consumers’ behavior towards telemarketing in these countries: trust in quality, confidence that telemarketers can provide with best solution for their problems, convenience, reliability, familiarity and a strong legal system which can protect their consumer rights.

Маркетинг. Курс лекций

Маркетинг. Реклама

Маркетинг. Курс лекций

Автор: Л. Е. Басовский

Наиболее краткий и доступный современный фундаментальный учебный курс, в котором изложены основы теории и практики маркетинга. Описан весь комплекс механизмов и основных элементов маркетинговой деятельности. Показано, как использовать маркетинг в условиях российской экономики переходного периода, как формировать стратегию хозяйственной деятельности, основанную на маркетинговой концепции, как решать задачи, возникающие в работе руководителей, экономистов и других специалистов организаций. Предназначен для студентов, преподавателей, руководителей и специалистов предприятий и организаций, предпринимателей.

Impact of Celebrity Endorsement on Consumer’s Purchase Intention

Маркетинг. Реклама

Impact of Celebrity Endorsement on Consumer’s Purchase Intention

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Celebrity endorsement has become one of the most desirable marketing techniques in recent times. Consumers admire favorite celebrities like their ideals and advertisers can use this likeness in developing marketing strategies. This celebrity consumer’s relationship has become an opportunity for promotions of the products and services. Celebrities have significant impact on viewer’s life. In this work, focus is on exploring the consumer’s perceptions about celebrities and how celebrity endorsement influences their purchase intention.

Marketing improvements in the supply chain for domestic produce

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Marketing improvements in the supply chain for domestic produce

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This book is a study on the aspects of domestic country bias for agricultural products, aiming at understanding the trend and the psychology of the phenomenon. We highlight how the importance of the recognition of the country of origin has led to a vast apparatus of international laws and international disputes. Finally, we conducted our analysis that reveals the most desirable characteristics for an Italian typical product. The purpose is to give directions to the producers on how to commercialize their product, in other words, what improvements along the supply chain would be most valuable to consumers. We also conducted an evaluation of the economic viability of potential improvements in the supply chain for a specific domestic agricultural produce, the early potato, throughout the estimation of pricing possibilities in the Italian market. Such improvements concern the production methods, the distribution system (i.e., carbon footprint certification,) the respect of certain ethics (i.e. fair trade,) the type of packaging, and information concerning the origin.