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Moderating Effects Of Service Guarantee, Service Relationship, And Perceived-Risk On Customer Satisfaction, Kungpo Tao
Moderating Effects Of Service Guarantee, Service Relationship, And Perceived-Risk On Customer Satisfaction, Kungpo Tao
Association of Marketing Theory and Practice Proceedings 2014
Customer satisfaction has been one of the most frequently used terms in marketing. With the benefits of customer satisfaction, service providers can save more costs doing customer retention and advertising. Premium pricing, for example, is also the benefit derived from the service’s buffering effect. In service industry, service guarantee and building up service relationship with customers are very common and useful strategies to gain customer satisfaction. Due to the growing competitive industry, marketers have made efforts building the customer-service relationship in order to attract new customers and secure existing relationships with customers. After experienced a service delivery or consumption, customers …
Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan
Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan
Association of Marketing Theory and Practice Proceedings 2014
Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …