Welcome to my presentation

Mostafa Zaman
Class id : 1941

Marketing research, market orientation and CRM: a framework and implication for service providers

Key topics
Market research Market orientation CRM Framework Implication

Service marketing differs from others

Less tangible clue than goods Different perspectives for marketing

Literature review of market orientation

New concern of 1990s Increasing importance in marketing management

Marketing orientation defined

Collecting information about consumer needs Providing superior value to customer

Importance of market research in market orientation

Information gathered through market research can lead to a superior decision your competitors and their strategy is prerequisite for market orientation

Market research, market orientation and CMR components

Service satisfaction
Service level expectations Marketing literature
1. Customers initial expectation
2. Actual delivery 3. Customer comparison through expectation

Specific service features Service quality influence

Market research and CRM components

Service loyalty
Research focuses on goods rather than services Service characteristics make differences in strategic orientation Strategies for building and retaining varies from goods

Brand loyalty vs service loyalty

GOOD-

Purchase, post satisfaction of a brand can move customers to other brand. SERVICE Effective, satisfying and comfortable relationship does not let the customers go. Intangibility makes service quality evaluation more difficult

Customer retention
Importance on new customers than existing ones Customers switch for unsatisfactory services than price

Customer profitability
Maintaining profitability largely depends on cost controlling Retaining profit generating customer than less profitable ones

Thank you