This theoretical paper aims to approach the ‘new’ era in which experience and content marketing are integrated to add value to the customer, the key elements for customer experience management programmes and primary roles for marketers to become innovators. Over three decades marketing practices have transformed and absorbed innovation techniques to understand customer’s behaviour, improve services quality and gain customer satisfaction and loyalty. Then, experience, contents, data-driven, customer journey, service design, digital technologies and agile methodologies were included in the marketing vocabulary. Marketers became innovators inasmuch they need to handle and integrate these concepts, techniques, methodologies, and technologies. In general, four new roles have required marketers, such as Scientist, Strategist, Storybuilders and Socialisers performing in cross-organizational teams as well as multichannel platforms. Marketers have pushed for design and organising outstanding experiences to engage customers to share their energy, passion and contagious enthusiasm for products, services, or brands.
THE ROLE OF RELATIONSHIP MARKETING IN BUILDING CUSTOMERS’ LOYALTY- A CASE STUDY OF THE MOBILE TELECOMMUNICATION INDUSTRY IN SOUTHERN PUNJAB-PAKISTAN (Published)
The objective of this research paper is to assess the role of relationship marketing in winning customers’ loyalty in the mobile Phone industry in Pakistan. De-regularization of the telecommunication sector in Pakistan has created huge competition to capture the maximum market share. For this purpose, industry marketers and planners are exercising various relationship marketing strategies to attract new customers and retain the old ones. To analyze the role of relationship marketing in building customers’ loyalty, the author has selected four independent variables such as service quality, price perception, brand image and value offers while customer’s loyalty is taken as dependent variable. A structured questionnaire containing 24 closed ended questions was developed to collect data from the field. The data was analyzed through Likert- scale. This scale is defined with 5 options of strongly agree on 5 and strongly disagree on 1. In order to check the reliability of the variables, a reliability test was conducted on 20 respondents of different age groups with different occupations. The results of this test showed positive significant relationship among the variables. The results of this study are robust and consistent with previous studies. This study provides in-depth knowledge about mobile users and cellular companies operating in Pakistan can take benefit from it.The finding of this research study is expected to be beneficial for the managers of the mobile operators in their decisions relating to the relationship marketing issues that are connected with the needs of the customers. These needs and interests of the customers, in turn, can increase their revenue and profits in the long-run.
SERVICE STANDARDS MANUAL (Published)
As for the continued and rapid increasing of Dubai as one of the world most targeted areas for businesses and investments, transportation has become one of the main challenges that face decision makers in Dubai. RTA thus was established to unify responsibilities previously spread between several governmental departments (Dubai Municipality and Police Department). Moreover, RTA adopted decentralization by establishing 8 separate agencies and sectors in order to achieve highest levels of flexibility. The “RTA Service Standards Manual” governs the entire portfolio of existing and news services offered by RTA. The Manual is considered imperative to unify and standardize the varied approaches that are taken today in service development and monitoring
THE ROLE OF INFORMATION TECHNOLOGY IN BUILDING CUSTOMER LOYALTY IN BANKING: (A CASE STUDY OF AGRICULTURAL DEVELOPMENT BANK LTD., SUNYANI) (Published)
The banking industry is constantly facing increasing competition partly due to financial liberalization and technological developments. To survive in an environment of intense competition more Banks have adopted technology – based service options in order to provide excellent customer service to enhance customer loyalty. However, it is becoming increasingly difficult for Agricultural Development Bank Ltd. in Sunyani to satisfy and retain its customers, who are often demanding improved quality services. Failure of the Agricultural Development Bank in Sunyani to efficiently adopt information technology like ATMs, branch networking, etc in the delivery of banking services has slowed down the processes of delivery of banking services leading to queuing and unnecessary service failures which may make it difficult to satisfy and retain the customers. The purpose of the research was to investigate the role of information technology in the development of loyalty in banking. Empirical data for the study were collected through interviews and questionnaires. The results of the study indicate that despite the introduction of IT in service delivery by the Agricultural Development Bank Ltd. in Sunyani, service quality is still low. However, IT has played the role of enhancing customer loyalty by making banking services more personalized, convenient and time–saving. The management of Agricultural Development Bank Ltd. in Sunyani needs to concentrate much of its efforts in terms of time and financial resources to provide quality services by improving the perceived performance of the electronic banking facilities so as to enhance customer loyalty