Customer-orientated Profitable Marketing: Turning Customer Knowledge into Customer-driven Marketing Strategy : an analytical framework
Do, An (2020)
Do, An
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023122038623
https://urn.fi/URN:NBN:fi:amk-2023122038623
Tiivistelmä
The purpose of this paper was to develop a fully-constructed analytical framework that helps businesses design a customer-orientated marketing strategy. The study looks into the dynamics between customer knowledge and the integration of customer orientation. The concept was to utilize a systematic assortment of analysis tools in a way that refines the role of communication, inter-functional coordination, customer engagement and market intelligence in customer orientation.
The study was commissioned by Phuc An Education JSC., an education service provider in Hanoi, Vietnam. The company serves as an example of how the proposed framework could be applied under specific circumstances. The main objective was to identify the current level of commitment the organization had to customer orientation and what can be improved to further establish a successful implementation.
The research used a combination of qualitative and quantitative methods. Data collection was made through means of personal interviews, customer survey as well as secondary sources. In order to obtain the most relevant information, the author applied a structured customer survey and unstructured questionnaires for personal in-depth interviews, from which the majority of data was collected from.
Empirical findings of this research indicated that the case company had a relatively high level of commitment toward customer orientation. The survey exhibited a high customer satisfaction and a good customer relationship. Personal in-depth interviews showed that the company was deeply invested in the process. Recommendations regarding further customer-orientation initiatives for the case company were issued and suggestions for expansion of the theory were also listed.
The study was commissioned by Phuc An Education JSC., an education service provider in Hanoi, Vietnam. The company serves as an example of how the proposed framework could be applied under specific circumstances. The main objective was to identify the current level of commitment the organization had to customer orientation and what can be improved to further establish a successful implementation.
The research used a combination of qualitative and quantitative methods. Data collection was made through means of personal interviews, customer survey as well as secondary sources. In order to obtain the most relevant information, the author applied a structured customer survey and unstructured questionnaires for personal in-depth interviews, from which the majority of data was collected from.
Empirical findings of this research indicated that the case company had a relatively high level of commitment toward customer orientation. The survey exhibited a high customer satisfaction and a good customer relationship. Personal in-depth interviews showed that the company was deeply invested in the process. Recommendations regarding further customer-orientation initiatives for the case company were issued and suggestions for expansion of the theory were also listed.
Kokoelmat
Samankaltainen aineisto
Näytetään aineisto, joilla on samankaltaisia nimekkeitä, tekijöitä tai asiasanoja.
-
How digitalization has affected the importance of customer loyalty and the nature of customer loyalty programs : Case Study: Developing Case Company X's customer loyalty program
Silvennoinen, Emma (2020)In recent years, digitalization has introduced significant changes and great challenges in the retail industry, making it one of the biggest game changers in the field of customer loyalty marketing. Therefore, the aim of ... -
Customer relationship management - from potential customers to loyal customers : case: Rosso Jyväskeskus
Jokelainen, Anne (Jyväskylän ammattikorkeakoulu, 2010)This thesis was commissioned by the restaurant manager of Rosso Jyväskeskus, Ms. Tuula Aberni. The aim of the customer survey was to find out how committed the customers are to Rosso Jyväskeskus and how to develop the loyal ... -
Understanding the customer: customer-perceived value from a customer relationship management perspective – Singa Karaoke
Andersson, Sabrina (2022)An empirical case study for a Finnish karaoke-software company, Singa Karaoke, that understands how important customer relationship management is for successful business. However, the supplier and customers perceptions do ...