This study aims to analyze the effect of customer satisfaction, switching costs, and service quality on IndiHome customer retention in Sidoarjo. This study uses a quantitative approach involving 100 respondents selected through purposive sampling. Data were obtained from questionnaires and analyzed using SPSS 26. Various tests were conducted, such as validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, coefficient of determination (R²) test, and partial test (t-test). The results show that the three independent variables have a significant effect on customer retention. Switching costs make the largest contribution because they create barriers for customers to switch. Service quality, including reliability and responsiveness, strengthens customer loyalty. Meanwhile, customer satisfaction is an important foundation for supporting long-term relationships although its influence is lower than the other two variables. This study concludes that a holistic strategic approach is needed to improve customer retention, including managing switching costs, improving service quality, and maintaining customer satisfaction. These results provide guidance for telecommunications companies to strengthen competitiveness in a competitive market.
Vladimír Hojdik, Peter Štetka, Nora Grisáková
et al.
This study delves into the impact of visual marketing stimuli on consumer response times, focusing on the complexity and subjectivity of the questions posed. Conducted in Slovakia, the research involved 40 participants (20 men and 20 women, aged 30 to 50 years), all holding university degrees in economics to ensure consistent decision-making experience. Participants were presented with visual stimuli representing four well-known FMCG brands. The stimuli included simple brand preference questions and complex evaluative judgments of offer efficiency. Response times were measured in milliseconds and analyzed using statistical methods, including the Mann-Whitney U test and one-way ANOVA. Results revealed that responses to simple stimuli averaged 1212 ms, while complex stimuli elicited slower responses, averaging 2504 ms. A significant difference was observed for “No” answers in the offer evaluation tasks, with correct “No” responses taking 3000 ms compared to 2297 ms for incorrect ones (p < 0.05), highlighting the cognitive load involved in accurate decision-making. These findings provide valuable insights into the cognitive processes driving consumer decision-making and contribute to the theoretical understanding of how question complexity and subjectivity influence response times.
AcknowledgmentThis paper was funded by research grant VEGA 1/0462/23 entitled “Circular economy in the context of societal demands and market limitations“ (100% share).
The paper examines the processes of managing innovation and investment activity of enterprises with the complex use of marketing management tools. It is clarified that modern competitive challenges force enterprises to strengthen innovation and investment activity, which is no longer considered as one of the possible goals, but as a critical and vital condition for the enterprise operation. Theoretical provisions and conceptual-and-categorical apparatus of the research of marketing management tools for the marketing management of innovation and investment activity of enterprises are generalized. It is established that innovation and investment activity of the enterprise can be defined as the processes of directing and regulating relations aimed to create and implement innovations and investments into the objects of business and other types of activities in order to make a profit or get some other effects. The necessity of reorientation of traditional management of innovation and investment activity as management built on the principles of marketing and comprehensive application of its tools is substantiated. It is proposed to divide the tools of marketing management of innovation and investment activity into two groups, in particular tools of marketing management and tools used for its implementation. Marketing tools for managing the innovation and investment activity of enterprises include marketing research and marketing information system, while marketing tools for the implementation of management include marketing product, price, distribution and communication policies of the enterprise. Possible levels of marketing management of innovation and investment activity of enterprises based on marketing approaches and the use of marketing management tools are identified due to the application of Harrington’s desirability function. It is substantiated that the priorities in the management of innovation and investment activity of the enterprise should involve interpretation of consumer demands, direct response and feedback of innovations and related investments with the opportunities, needs and values of consumers, demand development, diffusion of innovations and long-term orientation through the use of appropriate marketing management tools.
The article explains audit as a means of increasing the efficiency of marketing activities and clarifies its role in optimising marketing activities. Scientifically substantiated proposals were made to increase the efficiency of the marketing system based on marketing audits in food production enterprises. The author gives the definitions of marketing audit given by the authors at different times, formulates its goals, essence, and purpose, and identifies problems associated with its implementation. The author's interpretations are analysed and given to deepen the value of the marketing audit to identify shortcomings in marketing activities in the food industry, which differ in specific features. It should be noted that no matter what position the company occupies in the market, its activities presuppose constant development: introduction of innovations, improvement of production technologies/provision of services, optimisation of business processes, expansion of the customer base, growth of sales volumes and even the number of mistakes that are customary to learn from. The role and usefulness of the marketing audit in identifying vulnerabilities in the work of key divisions of companies, shortcomings in relation to their rivals and various segments of the food market are considered as significant factors affecting the effectiveness of marketing activities. Even after realising the benefits of the marketing approach to doing business, not all managers striving to keep up with the times successfully cope with the task of effective management. The author notes the lack of information on how well and efficiently the marketing and sales departments function. A marketing audit, which emerged from the management audit and formed as a separate direction less than ten years ago, allows you to collect and analyse such information. A marketing audit helps to optimise the necessary information base and empirical data to prepare key management decisions on a particular problem issue and the prospects for the development of the company and contributes to the effectiveness of marketing in general. Prerequisites for creating such a direction as a marketing audit led to a decrease in the relevance of traditional marketing solutions: competing companies began to pursue an active policy in launching new products, distribution and advertising.
The research was conducted by involving variables for the influence of the family environment, peer environment, and entrepreneurial learning on the interest in entrepreneurship with self-efficacy as an intervention variable for economic education students at Jenderal Soedirman University. produce findings 1) The family environment influences the students' interest in entrepreneurship. 2) Peer environment has a direct effect on student entrepreneurship interest 3) Student entrepreneurship has a direct effect on student entrepreneurship interest 4) Family environment affects student self-efficacy 5) Peer environment affects student self- recognition 6) Entrepreneurship learning affects student self-efficacy 7) There is an indirect effect on the interest in entrepreneurship through student self-education. 8) There is an indirect influence on peer education students through student development. 9) There is an indirect impact on entrepreneurship education students through the absence of students. The test used in this study was the t-test with the research sample being 107 students of the economics faculty of the UNSOED faculty of economics and business, which were taken using a simple random sampling technique.
Fida Lu'luk Al Karimah, Nurdin Nurdin, Widya Hestiningtyas
The digital age which is signed by the use of internet media on business through various channels such as electronic commerce (e-commerce) creates a new thing of consumer behavior particulary on students. The aims of this study were to find out the effect of social influence on students’ purchase decision at marketplace of Shopee. This research is categorized into quantitative research and used a verificative description method. The data were collected using observation and online questionnaire technique. The sampling technique of this research used a purposive sampling with total of the samples were of 91 students who had been purchasing at Shopee. The analysis result showed that there was a positive and significant effect of social influence on purchase decision at marketplace of Shopee is 31,7%. Briefly, the hypothesis proposed in this research was accepted. In conclusion, it can be stated that social influence can effect on students’ purchase decision at marketplace of Shopee.
A pivotal assumption of neoclassical economics is that both companies and consumers aim at optimizing self-interests. While the former seek to maximize profits, the latter pursue maximizing utility, satisfaction, and happiness. Consumers (can) derive utility and happiness from consumption, whose scale and scope is a function of their standard of living, among other things. Whether these tenets can and should be countered by anti-consumption, de-growth, and sufficiency is a higher-level discussion and out of scope of this paper. Instead, I adopt an advocacy perspective propagating to optimize the status quo by leveraging AI in marketing to gradually approach sustainable consumption. Marketing claims to help consumers by satisfying wants and needs, but an endless quest for satisfying wants and needs can further fuel consumption, which in turn, depletes resources, adversely impacts the environment, and drives climate change. As companies and marketers increasingly acknowledge the need to pursue the transition to sustainable business and marketing practices (White et al. 2019), so we as consumers shape companies’ environmental agendas by demanding sustainable products and services. In light of the environmental imperative and the stance of sustainable development, artificial intelligence (AI) in marketing is a double-edged sword. On the one hand, AI applications and systems in marketing—in essence—pursue sales’ objectives and increase consumption and its (negative) externalities. For instance, Amazon—whose e-commerce platform relies on AI-driven recommender systems and collaborative filtering—had a relative carbon footprint of 122.8 g of CO2 equivalents per dollar of gross merchandise sales in 2019 (Amazon 2020). Given Amazon’s multi-billion sales volume, the carbon footprint of the world’s largest e-commerce company alone equals dozens of tons of CO2 emissions annually. Moreover, energy consumption and emissions related to AI development, production, and deployment induce adverse rebound effects. On the other hand, AI in marketing can be a powerful force in promoting supplyand demand-side sustainability efforts. Correspondingly, AI’s potential to foster sustainability in marketing should be leveraged across the four Ps of the marketing mix including product, price, place (distribution), and promotion (communication). First, AI can inform product and service design and development processes (i.e., product) by identifying or anticipating sustainable product/service attributes that are valued most by consumers. Second, AI-enabled income prediction from digital footprints can contribute to personalize prices (i.e., price) based on consumers’ potential willingness to pay for environmentally sustainable offerings. Third, AI can bring together sustainable products and services and consumer segments being best suitable for such offerings (i.e., place and promotion). Since particularly psychological factors can strengthen or inhibit consumers’ sustainable consumption intentions and behavior, AI can segment and target consumers according to their (psychological) predisposition to sustainable offerings (i.e., psychological targeting). Thereby, marketers can streamline distribution and promotion strategies by means of online, mobile, and instore psychological targeting. However, that should not be a short-term strategy merely and exclusively driven by sales objectives. Instead, marketers should harness AI applications to empower individuals to “consume better but less” (Wiedmann et al. 2020, p. 4). That is, AI in marketing should support us in making better (informed) and more sustainable decisions. Given that marketing and consumption are part of billions of consumers’ everyday lives, even small individual (consumer) behavioral changes can take substantial aggregate effects. Particularly, the various psychological barriers to more sustainability—the “dragons of inaction” (Gifford 2011, p. 290)—should be lowered by marketers while accounting for consumers’ autonomy and self-determination. * Erik Hermann hermann@ihp-microelectronics.com
Purpose The study aims to examine the consumers’ attitudes toward halal food products based on tripartite model. Regarding this, the effect of halal food awareness, perceived risk and behavioral tendency on attitudes toward halal food products are investigated. Design/methodology/approach 343 valid questionnaires were obtained. Exploratory and confirmatory factor analyses were performed to ensure content validity, and structural equation modeling was progressed to test the relationships among variables through IBM SPSS Statistics 22.0 and AMOS 23.0 software. Findings Research validates the tripartite model of attitude and suggests attitude toward halal food is formed by predominantly behavioral tendency and partially psychological drivers, rather than cognitive elements. Research limitations/implications The characteristics of participants should be different and larger sample may provide some other results. The product or service context should be different, for example, halal cosmetic, halal hygienic, halal tourism. Practical implications Trigger messages may put forward in marketing communications activity for halal food products marketing and halal certificated food brands need to establish their distribution networks effectively to get closer with consumers. Originality/value Attitudes towards halal products represent the key driver of consumer behavior for the development of marketing strategies in certified halal firms addressing both domestic and foreign markets. It is the first study examining Turkish consumer attitudes toward halal food product using tripartite model in the field of halal consumption behavior. The paper offers a different methodological framework and it could be potentially of interest for scholars, marketers and policy makers.
Mohamad Arfiman Yosep, Monizaihasra Mohamed, M. Yusliza
et al.
In the modern era, digital marketing is not new platforms that can be used by businesspeople to reach the consumers and a wide area, including attracting customers through email, content marketing, searching platforms, social media, and many more. One crucial strategy that businesspeople can use to maintain and survive their business is by utilising social media marketing. Using this marketing strategy, businesspeople can reduce operational expenses and indirectly increase their business profit. However, with the reading materials and observation on micro-enterprises, this study found that entrepreneurs' ability to utilise the existing platforms, e.g. social media is limited. In conjunction with the present issue, this study provides an understanding of digital marketing platforms (e.g. social media) in achieving micro-enterprises' market target. This qualitative study uses literature review approach. The digital marketing platforms (e.g. social media) and micro-enterprises analyses were carried out by reading and analysing 30 peer-reviewed journal papers and summarising them in two tables, including article journal and publisher distribution and article category. This study found various digital marketing strategies (social media) that micro-entrepreneurs can use to develop, introduce, and promote their products, such as Facebook, Instagram, Youtube, Twitter, Tiktok and others. These platforms are the cheapest and most comfortable tools for creating excellent marketing contents. Also, digital marketing can use for promoting and branding activities in a wide range of marketing activities without spending a lot of money. In conclusion, this study finds that digital marketing is one modern evolution platforms in marketing activities that highly depends on technology to create creative marketing content and product information. Also, the targeted customers can easily access the offered products.
We investigate closed-loop supply chains (CLSCs) under four reverse channel structures where a central planner, a manufacturer (M), a retailer (R) or a third party (T), respectively, serves as the collector of used product and demand depends on R’s marketing effort. We derive supply chain profitability under both the centralised and decentralised CLSCs and furnish the optimal marketing effort, collection rate and pricing decisions for the supply chain members. We then extend the base models along two directions: the first extension incorporates R’s distributional fairness concerns into the M collection model and the second extension considers potential recycle cost advantages by R and T compared to the M collection model.
Iara Franchi Arromba, Philip Martin, R. Ordóñez
et al.
Purpose Product development process (PDP) in the context of Industry 4.0 may present several marketing implications. To understand these implications, the purpose of this study is to identify the benefits and difficulties of Industry 4.0 related to the PDP and its impact in marketing strategies and operations. Design/methodology/approach The methodology used to perform this research was a systematic literature review. For this, five steps were followed, namely, research question formulation; studies location; studies selection and evaluation; analysis and synthesis; and reporting and use research results. Findings The systematic literature review considering PDP in Industry 4.0 context resulted in 28 benefits and 14 difficulties, in a total of 53 articles. From the analysis of these benefits and difficulties, several implications for marketing were identified, namely, better understand customer preferences; greater agility in marketing decision-making; better align marketing, product development and operations processes issues; better understand product/service lifecycle; analyze possibilities of new ways of distribution and communication channels; better define the value of products and services and location requirements. Originality/value The findings presented here can be used both by market professionals, interested in the subject and by researchers for future studies. The better understanding of PDP in the context of Industry 4.0 can enhance marketing strategies for market professionals and provide insights for researchers. No similar studies were found in the literature.
With organisations like Facebook restricting how their application programming interface (API) can be used and scholars questioning the legality and ethics of web scrapping (i.e., the use of technology in the automatic extraction of data from the Web) more discussions around a qualitative Netnographic approach is needed. This paper addresses these issues by reflecting on the application of a passive summative content analysis method to Netnography and how it can be used in marketing research. It focuses on the rollout of smart meters (meters that allow consumers and service providers to monitor power consumption), which the UK Government has now delayed because of a poor uptake. As such, it contributes to the marketing domain’s theory and knowledge and provides a possible set of solutions that the UK Government and energy providers could consider to increase engagement. The study starts by providing an overview of the literature within Netnography and its use as a qualitative methodology. It then demonstrates, step by step, how a summative content analysis approach can be applied to Netnography, using NVivo as the platform of analysis. The case study utilises Mumsnet (UK’s biggest network for parents, with approximately 10 million unique visitors and 100 million-page views per month) as the forum for analysis. Threads over a six-month period were considered. The key themes identified can be explained as: smart meters were not transferable between energy providers; users were concerned about being hacked; the connecting signals did not always work; and such meters were not compulsory. The study demonstrates how effective and efficient Netnography can be in market research. It also provides some clear guidance on how copyright issues should be addressed.
Marketing. Distribution of products, Economics as a science
This study examines the impact of Satisfaction of Marketing Mixed on Purchase intention of GM Brand Helm on Padang State University Students. This research is descriptive causative research aims to find the influence of an independent variable that is in this research is satisfaction of product, satisfaction of price, satisfaction of promotion and satisfaction of distribution to dependent variable that is purchase intention. The number of samples is 200 respondents. Analytical technique used is Structural Equation Modeling (SEM) to know the impact of the effect of Satisfaction on Marketing Mix of Purchase intention. The results of the study prove that satisfaction of product, satisfaction of price, satisfaction of promotion have a significant effect on consumer purchase intention on GM helmet product, and satisfaction of distribution have a significant effect on purchase intention of GM helmet product.
The main goal of the article is to study the features of film marketing and distribution of film products in Ukraine and to determine what kind of marketing tools are appropriate to be used within a cinema network to ensure their competitiveness in the national film distribution market.This article determines the characteristics of the movie market services and their compliance with modern consumer requirements, outlining the directions for increasing the usefulness of cinema-related services to consumers and developing a set of marketing tools to ensure the competitiveness of the cinema market.The results of the assessment of the impact of competitive forces revealed that intra-industry competition has the strongest impact on private cinema networks, the consumers of film distribution services and potential competitors have the moderate influence, the suppliers and substitute services have a low level of influence. According to the results of the survey, it can be concluded that cinemas are worth reducing the cost of tickets (this can be done by introducing the promotions and discounts for regular customers), since the solvency of a larger population does not correspond to the level of ticket prices. Also expanding the range of products will allow the consumers to spend more time in the cinema, which will lead to an increase in the value of the average check. Cinemas are quite realistic to open their own pizzerias or bars to add value to their customers.
Abdelkader AOUADI, Ahmed BENKHALIFA, Mustapha AOUADI
خلصت هذه الدراسة الى التعرف على رأس المال الفكري والدور الذي يلعبه في تعزيز جودة المنظمة، ولتحقيق ذلك قام الباحثين بتصميم استبانة لجمع البيانات والمعلومات من أفردا العينة المبحوثة وتحليلها باستخدام برنامج SPSS وتوصلت الدراسة بعد اختبار فرضياتها الى وجود تأثير مباشر بين تعزيز جودة الاداء وبين تراكم رأس المال الفكري والذي بدوره يؤثر تراكم رأس المال الفكري تأثر ايجابي ومباشر على الأداء الجيد للمنظمة، وتوصي الدراسة بضرورة اهتمام قيادات المستشفيات بإدارة المعارف الطبية التي يمتلكها الافراد العاملون بمختلف صفاتهم، إذ أنها تمثل رأس المال الفكري تمتلكها المستشفيات المبحوثة، والعمل على الاهتمام بالعميل الداخلي للمستشفى إذ أنه هو في النهاية الذي يمتلك القدرة على التعلم من تجاربه بالمستشفى وهو الذي تتراكم عنده المعرفة ليعمل على نشرها في كافة أنحاء المستشفى للتعزيز من جودة أداء المؤسسات والرفع من مستوى الاداء الجيد والرضا لدى المرضى والعملاء.
In this study, researchers designed a questionnaire to collect data and information from the sample of the sample and analyze it using the SPSS program. After studying its hypotheses, the researchers concluded that there is a direct effect between enhancing the quality of performance and between The accumulation of intellectual capital, which in turn affects the accumulation of intellectual capital has a positive and direct impact on the good performance organization, and recommends the study of the need for hospital leaders to manage the medical knowledge management owned by individuals working in various characteristics, as they represent intellectual capital It is the hospital that has accumulated the knowledge to spread throughout the hospital to enhance the quality of the performance of the institutions and raise the level of good performance and satisfaction in patients.
Commercial geography. Economic geography, Marketing. Distribution of products
The article discusses the new direction of financing small and medium businesses – crowdfunding. The definitions of the generic term «crowdfunding» and its particular manifestations – crowdinvesting and crowdlending are given. The example of France, one of the leaders in this area of financing in Eu-rope, where banks and the government recognize the future importance of crowdfunding for the national economy, shows the possibilities of mutually beneficial partnership of this alternative type of financing with institutions. There is an expansion of the functions of crowdfunding platforms in order to maintain competitive advantage. Despite the marked growth of crowdfunding in the last two years and the recently shown interest of the government on the basis of such criteria as organization and size, variety of platforms, degree of national and international activity, the ratio of the banking system and the government, the conclusion is made its immaturity (underdevelopment of the organization, a negligible share of investment in the real economy, an insignificant volume of the market throughout the country, the lack of international cooperation).The stages of crowdfunding development are considered, the features of crowdlending and crowdinvesting, their differences from crowdfunding as a tool with non-financial reward are investigated. A description of the leading crowd sites in the world, as well as categories of popular projects. The article uses the methods of system and descriptive analysis, scientific abstraction, system approach. A brief analysis of the authors’ works investigating this problem is given.
Economics as a science, Marketing. Distribution of products