Purpose— This study aims to explore the factors affecting customer satisfaction in using mobile telecommunications; and investigate the relationship between customer satisfaction and behavioral intentions in mobile telecommunications service. Design/Methodology— A survey questionnaire was used to collect data from 400 respondents in Bangkok, Thailand. The multi regression was used to analyze an...

Every multinational business is faced with a very important marketing decision: to standardise or to adapt its marketing mix? This case study outlines a theoretical exegesis of global standardisation and international adaptation, presents these two perspectives. The debate between these two concepts is explored and their respective benefits considered. Subsequently, the role of the marketing mi...

the aim of this study was to assess the proportionality of sport books to beneficiaries' expectations and the role of marketing mix elements in marketing of these books. this research was a descriptive and field survey. three researcher-made questionnaires with confirmed validity and reliability were used to collect the data. the research hypotheses were examined by independent t test. the...

Retailers may engage in a range of marketing communications on their web sites. Our content analysis of web sites for 152 Fortune 500 retailers showed that more profitable retailers were more likely to use company specific, shareholder, web specific and customer service elements. We also found differences in the use of advertising, shareholder, company specific and web specific elements among g...

Since financial services companies have worked hard to reduce reliance on paper in back-office processes, the biggest opportunities now lie in streamlining front-office processes such as marketing, customer service, lending and customer on-boarding. “Unlike back-office functions,” the report states, “these processes directly impact the customer experience, and therefore have the dual benefit of...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and ...

The purpose of this study was to develop the yet limited empirical knowledge on the intensity of customer interaction and on specific customer roles in service innovation processes. An empirical study of twelve (12) business service innovation projects was conducted in cleaning and security, financial, and ICT services. Overall, direct customer interaction in service development can be characte...