New Normal Chief Marketing Officer (CMO): Branding Cybersecurity as a Return on Trust Beyond Pandemic? (Published)
The Covid-19 pandemic has changed the business world and Cyberattacks are becoming diversified and sophisticated. With widespread digitally remote-work phenomena and lack of an organization-wide comprehensive Cyber risk strategy, the data protection, trust, and brand reputation are at risk. The purpose of the study is to explore Cybersecurity as a Return on Trust and part of the Chief Marketing Officer (CMO) responsibility as corporations confront the New Normal (NN) opportunities. And does this research offer insight by addressing three main questions? (1) How to address cyber risks from a marketing perspective? (2) How to scale customer trust and best engage with customers without sacrificing sensitive information? (3) How to maximize the role of empathy in an economic downturn while maintaining a brand reputation? This study examined the CMO’s new normal strategy for an extraordinary audience reaches with creativity to re-introduce the brand’s value for all the stakeholders. The results of the study revealed stand-out brand delivery and maintenance of striking motivated employees for competitive advantage requires empathy and innovative marketing plans, shifting channel strategies, budget, and resources while passionately connecting with customers. Findings offer guidance to the CMO’s in cyber risk mitigation for robust business value, customer satisfaction, and the strengthening interconnections with public health, economy, and government. The study concludes that the new normal CMO act as a hub of collaboration to help advance brand delivery preparedness for future disasters by actively responding to customers’ voices and changing behavior for a sustainable future. Key implications for academics, practitioners, and policymakers are discussed.
Keywords: Branding, Chief Marketing Officer, Cybersecurity, Empathy, Trust, new normal
Effect of Service Quality Dimensions on Customer Satisfaction: A Comparative Analysis of Pakistan Telecom Sector (Published)
The purpose of this study is to establish the relationship between service quality and customer satisfaction. Two main dimensions of service quality were taken i.e. reliability and empathy. This is a quantitative analysis and the data was collected in the form of communication-based questionnaires. The sample size was 400 respondents and four main telecom service providers were considered for the study. The results were calculated by analytical software SPSS-20. It was concluded that service reliability and service empathy both have an effect on customer satisfaction. It was also determined that some factors were more satisfactory than the others. The findings of study reveal that percentages of customer satisfaction change with the service quality dimensions of reliability and empathy. Overall, it can be established that there is a significant relationship between customer satisfaction and service quality dimensions of empathy and reliability.
Keywords: Customer Satisfaction, Empathy, Reliability, Service Quality
Perceived Service Quality and Customer Loyalty in Retail Banking in Kenya (Published)
The main aim of this study is to examine the effect of service quality dimensions on customer loyalty to the providers of retail banking services. It investigates the relationship between service quality dimensions and customer loyalty. To achieve this purpose, data was collected from a sample of 384 current customers of commercial banks on the five dimensions of service delivery: tangibility, reliability, responsiveness, assurance and empathy. The results indicate that all the dimensions of service quality have a positive and significant influence on customer loyalty in retail banking .This finding reinforces the need for bank managers to place an emphasis on the underlying dimensions of service quality in order to create and maintain customer loyalty
Keywords: Assurance, Customer loyalty, Empathy, Reliability, Responsiveness, Service Quality, Tangibility