The effects of co-brand marketing mix strategies on customer satisfaction, trust, and loyalty for medium and small traders and manufacturers

Kim, Kipyeong; Kim, Yoo-Oh

doi:10.15240/tul/001/2014-1-011

Cited by 15 publications

(13 citation statements)

References 8 publications

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“…This research also demonstrated that marketing mix attributes product, price, place, people, promotion, process, and physical evidence served as factors that influenced customer trust. This research's results were in line with those of research conducted by Kim et al (2014) and Hikmawati et al (2015), which stated that marketing mix has a significant effect on customer trust.…”

Section: Resultssupporting

confidence: 91%

The Effect of Marketing Mix for E-Commerce on Customer Online Behaviour: A Study on Language Services Provider

Fakhrurozi¹,

Kusumawati²,

Raharjo³

2018

EconEurasia

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Marketing mix is part of marketing science that can be managed by a company to influence customers' behaviour. This research was aimed to analyze and explain the effect of marketing mix on customer trust, purchase decision, customer satisfaction and behavioural intention. In other words, it was aimed to figure out customers' experience before purchase, during purchase decision making, and after purchase. The research was conducted at Excellent Translation, a company which focused its marketing on online marketing. A total of 145 customers were selected using random sampling technique. SmartPLS was used for data analysis, from which significance level of 0.05. The results of the research showed that marketing mix had a significant effect on trust and purchase decision, that purchase decision had a significant effect on customer satisfaction, and that customer satisfaction had a significant effect on behavioural intention.

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Section: Resultssupporting

confidence: 91%

The Effect of Marketing Mix for E-Commerce on Customer Online Behaviour: A Study on Language Services Provider

Fakhrurozi¹,

Kusumawati²,

Raharjo³

2018

EconEurasia

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“…To fully understand the study findings, it is important to highlight that similar studies have been already performed in other industries. Those were: analyses of the impact of co-brand marketing mix strategies on customer satisfaction, brand and loyalty for Korean traders and manufacturers (K. Kim, Y. Kim, Lee, & Youn, 2014); research of user's satisfaction with e-payment system (Adeyinka & Isah, 2015); identification of factors affecting customer satisfaction in case of online travel agencies from India (Sabyasachi, Chauhan, & Chauhan, 2017) as well as analyses of relations between sacrifices, quality, value, satisfaction and loyalty in tourism (Gallarza, Gil-Saura, & Arteaga-Moreno, 2017). Moreover, the relation between expectations, quality, price and customer satisfaction was examined in Swedish market (Anderson, Fornell, & Lehmann, 1994).…”

Section: Findings and Discussionmentioning

confidence: 99%

Service Marketing, Value Co-Creation and Customer Satisfaction in the Airsoft Industry: Case of a Technology-Based Firm

Szarucki

Menet

2018

Business, Management and Education

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The main objective of the paper is to examine whether offering a co-creation opportunity as a part of service marketing strategy influences customer value creation and satisfaction in the airsoft industry. Our study uses a case study of a technology-based firm from the airsoft industry which operates internationally. The methods employed included statistical analyses based on the data collected through a survey of the technology-based company customers (n=178). Coefficients of Spearman and Kendall were used to examine the correlations between respondents’ particulars and elements influencing customer satisfaction. The study results reveal that there are different drivers involved in the marketing strategy of value co-creation and customer satisfaction, and some of them have a stronger impact on target customers. The research contributes to the present scientific publications by adding a comprehensive analysis of users’ value co-production as part of a successful marketing strategy implementation by a technology-based firm. The study emphasizes the need for more empirically grounded support for the management of value co-creation processes incorporated in firm’s marketing strategy.

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“…Inconsistency of findings in previous studies, that consumer satisfaction has a significant effect on loyalty (Harianto, 2013). While the results of other studies Customer satisfaction has a positive and significant effect on the desire to repurchase, but not significantly with the desire to provide recommendations as a representation of customer loyalty (Kim, 2014). O'Maley (1998;50) suggests the concept of loyalty which consists of four categories, namely: loyalty, ambiguous loyalty, latent loyalty, and sustainable loyalty.…”

Section: Customer Satisfactionmentioning

confidence: 93%

Increasing customers’ loyalty. The contribution of marketing strategy, service quality and customer satisfaction

Themba¹,

Razak²,

Sjahruddin³

2019

ABR

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There are several factors that can increase consumer loyalty. This research was carried out on all consumers of Wuling cars who make a purchased and cars services until October 2018 at the sales office of PT. SGMW Motor Indonesia in Makassar City (South Sulawesi). So that the number of samples obtained is 153 customers. The results of the analysis of the Structural Equation Model using the help of analysis of moment structures 22 provide evidence that several factors have been shown to increase customer loyalty (i.e. marketing strategy and customer satisfaction). Service quality is only able to improve customer satisfaction. The practical implications of this study provide increased customers knowledge and management of PT. SGMW Motor Indonesia in Makassar City in increasing customer loyalty. The limitations of this study on the sample size that only using Wuling customers and only carried out in Makassar City, thus limiting the ability to generalize the research findings. The originality of this study provides a basis for the configuration of modeling development by using structural equation modeling and conceptual models that prove the influence of marketing strategy, service quality on customer loyalty by including customer satisfaction which in the previous study was carried out separately. The role of mediating customer satisfaction is proven to be able to increase customer loyalty in a high direction.

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The effects of co-brand marketing mix strategies on customer satisfaction, trust, and loyalty for medium and small traders and manufacturers

Cited by 15 publications

References 8 publications

The Effect of Marketing Mix for E-Commerce on Customer Online Behaviour: A Study on Language Services Provider

The Effect of Marketing Mix for E-Commerce on Customer Online Behaviour: A Study on Language Services Provider

Service Marketing, Value Co-Creation and Customer Satisfaction in the Airsoft Industry: Case of a Technology-Based Firm

Increasing customers’ loyalty. The contribution of marketing strategy, service quality and customer satisfaction

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