Evaluating the impact of marketing strategy on customer satisfaction through game theory: A mathematical model and empirical research

2011 ◽  
Vol 5 (33) ◽  
Author(s):  
Cheng-Feng Cheng
Keyword(s):  
Mathematical Model ◽  
Game Theory ◽  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Empirical Research ◽  
The Impact

The Impact of the Internet on Marketing Strategy

2011 ◽  
pp. 189-203
Author(s):  
Kaan Varnali
Keyword(s):  
Marketing Strategy ◽  
Empirical Research ◽  
Marketing Communications ◽  
Future Research ◽  
The Internet ◽  
Cultural Environment ◽  
Market Experience ◽  
Conceptual Paper ◽  
The Impact

This conceptual paper revisits and reviews early milestone literature of influential authors, who discuss the impact of the Internet on major forces that shape a company’s marketing strategy to assess whether their futurist predictions and conceptual claims turned out to be true or were later falsified by empirical research or market experience. In particular, the impact of the Internet on customers, design of products/services, pricing, marketing communications, intermediaries, publics, and social/cultural environment is explored. Throughout the paper, related under-researched and unsettled areas are discussed and future research avenues are suggested.

The Impact of the Internet on Marketing Strategy

2010 ◽  
Vol 6 (4) ◽  
pp. 38-51 ◽  
Author(s):  
Kaan Varnali
Keyword(s):  
Marketing Strategy ◽  
Empirical Research ◽  
Marketing Communications ◽  
Future Research ◽  
The Internet ◽  
Cultural Environment ◽  
Market Experience ◽  
Conceptual Paper ◽  
The Impact

This conceptual paper revisits and reviews early milestone literature of influential authors, who discuss the impact of the Internet on major forces that shape a company’s marketing strategy to assess whether their futurist predictions and conceptual claims turned out to be true or were later falsified by empirical research or market experience. In particular, the impact of the Internet on customers, design of products/services, pricing, marketing communications, intermediaries, publics, and social/cultural environment is explored. Throughout the paper, related under-researched and unsettled areas are discussed and future research avenues are suggested.

scholarly journals Sustainability of financial professional services through marketing strategy- an empirical research

2017 ◽  
Vol 11 (1) ◽  
pp. 121-130
Author(s):  
Adriana Dutescu ◽  
Adriana Florina Popa ◽  
Florin Dobre ◽  
Georgiana Oana Stanila
Keyword(s):  
Marketing Strategy ◽  
Empirical Research ◽  
Multiple Choice ◽  
Professional Services ◽  
Financial Accounting ◽  
Research Results ◽  
Starting Point ◽  
Marketing Principles ◽  
The Impact ◽  
Services Use

Abstract All types of companies providing financial professional services use, formally or informally, marketing principles and tools for the development of their business, in order to straighten their sustainability. By the end of 2009, in Romania, the financial professional services market has had a relatively constant and predictable development, the mandatory nature of these services being their most important promoter. This article presents the results of a survey aimed to highlight the impact of different marketing principles, techniques and tools on the sustainability of financial professional services in accounting and audit nowadays. The research is based on a questionnaire circulated to professionals with the relevant expertise in the financial-accounting domain. The number of responses obtained was considered meaningful, allowing the research results to be extrapolated to the entire studied population. The respondents, whose anonymity was respected, had multiple choice answers for most of the questions and also having the option of opened answers. The main findings of our research are a starting point in providing solutions to improve the sustainability of financial professional services through a coherent, innovative and effective marketing strategy.

scholarly journals The Effect of Integrated Interactive marketing on the Profitability of Irancell Company

2018 ◽  
Vol 2 (2) ◽  
pp. 36-46
Author(s):  
Solmaz Daryani ◽  
Sevil Mohammadalizadehfard
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Sample Size ◽  
Structural Equation ◽  
Simple Random Sampling ◽  
Correlation Study ◽  
Equation Modeling ◽  
Questionnaire Data ◽  
Interactive Marketing ◽  
The Impact

This study aimed to evaluate the impact of integrated interactive marketing (IIM) on the profitability of the Irancell Company. The population of this study consisted of all managers and employees at the Irancell Company in Tehran. A sample size of 207 individuals was determined according to the Krejcie-Morgan’s sample size table using simple random sampling. Data were collected by a questionnaire assessed by the Likert scale in this descriptive correlation study. The validity of research tool was approved using experts and specialists’ consensus and a liability of 0.895 was confirmed for the questionnaire. Data were analyzed using structural equation modeling. The results showed that the dimensions of IIM (customer satisfaction, marketing strategy, brand, and advertising) had a significant impact on the profitability of Irancell Co. The ranking results indicate that the variable marketing strategy is ranked the first in terms of affecting the profitability of Irancell Co., and variables of customer satisfaction, advertising, and brand are ranked as second to fourth, respectively.

scholarly journals Using the mathematical apparatus of game theory in strategic marketing

1970 ◽  
pp. 116-123
Author(s):  
Є.А. Івченко ◽  
M.M. Бучнєв
Keyword(s):  
Mathematical Model ◽  
Game Theory ◽  
Marketing Strategy ◽  
Optimal Strategies ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Mathematical Apparatus ◽  
The Game Theory ◽  
Marketing Activities ◽  
The Cost

The article discusses the use of the mathematical apparatus of game theory in strategic marketing. The use of the game theory toolkit in the formation of the marketing strategies of an enterprise has been investigated. According to the results of the study, it has been established that the introduction of game theory methods into marketing activities will make it possible to analyze complex socio-economic systems for solving strategic problems. Game theory models can be thought of as games of strategies or actions, such as setting prices, setting the size of output, determining the cost of advertising, or determining the cost of promoting products to the market. It is noted that game theory can predict the results of competitive situations and help choose optimal strategies. For practical work in strategic marketing, it is of particular importance that game theory allows you to choose optimal strategies that can improve the structure and outcome of the game. The use of the conceptual apparatus of the theory in economic theory is analyzed using the example of quantitative models of duopoly and the concept of equilibrium. The description of the mathematical model of strategic interaction is formalized, which reflects the inherent features of the conflict. The procedure for applying game theory in the formation of marketing strategies of enterprises is analyzed and the main stages of the procedure for choosing an optimal marketing strategy using game theory are highlighted. An algorithm for applying the mathematical apparatus of game theory in marketing activities is proposed. When developing a marketing strategy for an enterprise, general marketing goals are considered, depending on the level of strategic management and goals concerning individual elements of the marketing mix. A "tree of goals" of an enterprise for a marketing complex is proposed when forming a marketing strategy of an enterprise using the mathematical apparatus of game theory. A payment matrix has been formed, which makes it possible to determine possible optimal strategies and options for the game. The problems of using the mathematical apparatus in the formation of the marketing strategies of the enterprise are highlighted. The conceptual apparatus has been determined and basic tasks have been formulated, with the help of which the game theory toolkit allows making decisions in the marketing activities of an enterprise. Keywords: game theory, strategy, strategic marketing, marketing strategy, strategic decisions, mathematical model, decision making.

scholarly journals PENGARUH RELATIONSHIP MARKETING STRATEGY DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN BENGKEL MOBIL TOYOTA

2008 ◽  
Vol 1 (2) ◽  
pp. 01
Author(s):  
Marietje Carolien Nanulaitta
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Relationship ◽  
Customer Relationship Marketing ◽  
Marketing Activities ◽  
Strongly Agree ◽  
Marketing Principles ◽  
The Impact

<p>The background of this research was customer relationship marketing and service quality of Firms have accepted that customer retention is even more profitable than customer attraction and we can observe the interest of firms in adopting relationship marketing principles and designing strategies to develop close and long-lasting relationships with the most profitable customers. The objective of the analysis of marketing activities and programs implemented in order to establish, develop, and maintain relationships with customers and the impact these activities have on the firm performance. The design of this research applies to Toyota Car Repair and the questionnaires were spreaded away to 110 respondents. The Likert-scale for the 5 point measurement which means strongly agree and 1 point is for strongly disagree. Data analysis used in this research was multiple regression. The result of this research concludes that relationship marketing strategy and service quality in car repair significantly affect to customer satisfaction.</p><p><strong>Keywords: Relationship marketing strategy, Service quality, Customer satisfaction</strong></p>

scholarly journals THE INFLUENCE OF MARKETING STRATEGY RELATIONSHIP AND SERVICE QUALITY TO CUSTOMER SATISFACTION IN TOYOTA AUTO SERVICE STATION

2016 ◽  
Vol 9 (2) ◽  
pp. 177
Author(s):  
Marietje Carolien Nanulaitta
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Relationship ◽  
Customer Relationship Marketing ◽  
Marketing Activities ◽  
Marketing Principles ◽  
The Impact

The background of this research was Customer Relationship marketing and service quality of Firms have accepted that customer retention is even more profitable than customer attraction and we can observe the interest of firms in adopting relationship marketing principles and designing strategies to develop close and long-lasting relationships with the most profitable customers. The objective of The analysis of marketing activities and programs implemented in order to establish, develop, and maintain relationships with customers and the impact these activities have on the firm performance. The design of this research applies to Toyota Car Repair and the questionnaires were spreaded away to 110 respondents. Data analysis used in this research was Multiple Regression with SPSS program. The result of this research conclude that Relationship Marketing Strategy and Service Quality in Car Repair significantly affect to Customer Satisfaction

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