Marketing and Advertising Ethical Stance toward Customers (Published)
Marketing ethics is a well-established area of marketing research. Following the marketing ethics is important and a key factor for a firm to survive and succeed. Research has shown that it is critical to focus on the accuracy of promotional messages provided to the customers. Giving the customer inaccurate information is known as misleading advertisements. This action is unethical due to leading the customer to buy a product which the customer thinks like what has been sawed in the Ad. Unfortunately, unethical advertisements are not directed just towered adult, however, children involved too. Moreover, many studies state that there is a growing number of marketers who are attracting the customers to buy unneeded products by using psychological and emotional appeals. I believe these appeals are the driving force would excite quick responses from the customers. This study aims to identify marketing ethics by reviewing past studies and discover some unethical practices in marketing.
Keywords: Advertising, Appeals., Customers, Deceptive Advertisements, Ethics, Marketing
Studying the Determinants Affecting the Consumers’ Loyalty of Traditional Market in Ho Chi Minh City (Published)
This study aims to explore the factors affecting consumers’ loyalty to traditional markets in Vietnam. This is one of the first research papers to develop the measurement scale as well as the theoretical model illustrate the relationship between service quality, customer satisfaction and customer loyalty to traditional markets. The research results surveyed customers who regularly shop at traditional markets in Ho Chi Minh City (HCMC), the theoretical model taken together with the scale five level. The official quantitative studied with a sample of 300 customers (shoppers) who are regular shopping experience. The data collected from January 2017 to March 2018 in HCMC and random sampling technique. The Data analyzed Cronbach’s Alpha and the exploratory factor analysis (EFA) which used for Structural Equation Modelling (SEM) technique. The tested results have nine out of ten accepted hypotheses. Quality of service, satisfaction and cultural factors are the positive factors, directly to the loyalty of consumers with traditional markets. This result provides a new dimension of loyalty in the Vietnamese retail market. Finally, the researchers have managerial implications for improving consumers’ loyalty with traditional market in the future.
Keywords: Customers, HCMC., Loyalty, Satisfaction, Traditional Markets
Perception of Quality Service among Customers of Deposit Money Banks in Dutsinma Local Government Area, Katsina, Nigeria (Published)
The study sought to determine Perception of quality service among customers of Deposit Money Banks (DMBs) in Dutsinma Local Government Area, Katsina, Nigeria. The objective of the study is to determine customers’ perception of quality service from the point of view of; tangibility and reliability of the services; responsiveness and assurances of the banks to their customers. Secondary and primary sources were used in generating data for the study. Using stratified and random sampling techniques, the primary data was collected by means of a structured questionnaire administered to 380 customers of the three DMBs in the study area. Descriptive as well as inferential statistics (Regression Analysis) were used in analyzing the data collected from the respondents. The study found that the responsiveness aspect of the banking services has the highest impact on perception of quality service among customers of DMBs in the study area. This is followed by tangibility and reliability aspects of the services. The assurance aspects of the said banking services have the least impact on perception of quality service among the customers. Based on the findings, the study recommended that the three DMBs in Dutsinma Local Area should place more emphasis on the aspects of responsiveness and tangibility in their advertisement and physical interaction with their customers.
Keywords: Customers, Perception, Quality Service
Evaluation of Factors Influencing Switching Behaviour by Ghana Commercial Bank Customers (Published)
This study seeks to determine the factors which influence the switching behaviour of customers of Ghana Commercial Bank, Limited in Ho. A descriptive, cross-sectional survey was conducted among 350 purposively selected individual customers. Logistic regression analysis was used to identify the predictors of switching intentions among customers. Results show that four factors; X1 (High transaction fee), X4 (Attractiveness of alternatives), X7 (Inconvenience of bank location) and X9 (Inability to respond to system failure quickly) were statistically significant in the prediction of customer switching with a predicted switching rate of 82.29%. It is suggested there is a need for banks to review their bank charges or transaction fees in the banking sector since high transaction fees have an impact on customer switching behaviour. Also, management should establish more branches in the same township since customers switch in the inception of convenience in the services and location of the banks. Finally, banks should regularly update their system and also employed welled trained staff who will respond to system failure quickly. In addition, they should strive to provide the greatest possible customer satisfaction and convenience them that they have greater customer satisfaction than competitive banks.
Keywords: Customers, Logistic regression, Switching Behaviour
INTERTEMPORAL EFFECTS OF ONLINE ADVERTISING CHANNELS ON CUSTOMERS (Published)
Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA.
Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect
Intertemporal Effects of Online Advertising Channels on Customers (Review Completed - Accepted)
Advertisement is an attractive means of achieving organizational goals, such as increasing sale, revenues or profits. Previous researchers unanimously agree regarding the effectiveness of advertisement; however, there is a difference of opinion among scholars as to which channels and online sources of advertisement are the most productive. This study investigates additional information about advertising effects that may help business organizations and policy institutions. This study attempts to answer two important questions: 1) Is the long-term effect different from the short-term effect of online advertising? 2) Do the different channels of advertisement have synonymous effects on their corresponding targeted clients? The study uses daily base data on a book-selling company over the course of one year (365 daily observations). The study uses a number of time-series tests to investigate the stationarity of the data. The study then subsequently uses the Pearson correlation test and generalized least-square technique to estimate the short-term, long-term, and carryover effects of various channels of online advertising. The study shows that coupon loyalty advertising is more effective with respect to cumulative effects such as long- and short-term effects. The findings reveal that there is a difference between short- and long-term effects; however, both effects have the same signs and thus follow the same direction. The study also reveals that there is difference between the effects of various advertising channels on the volume of sales and as well as between their carryover effects. System engine marketing has the longest effect (6.7 days), followed by BA and CLA
Keywords: Advertising, Customers, E- Marketing, Intertemporal Effect