Marketing doświadczeń

Author(s): Miłosz Czopek,Renata Kudzia,Patrycja Borczyk,Bożena Dereczenik / Language(s): Polish Issue: 10/2017

Satisfying clients’ needs is correlated with their loyalty and the market success of the firm. Businesses claim that they focus on the client, but many put themselves in the centre. Marketing plays the role of a signpost, portraying the building of clients’ values on the basis of experiences, which facilitates putting the clients back into the very centre of the management process. The notion of values has functioned in management since the fifties in the 20th century. The above work portrays the birth of the concept of marketing experiences as well as outlining its characteristic features. The article also discusses the most important assumptions of the concept. It presents a variety of definitions of marketing experiences, portraying the most important aspects. The article also brings closer the same significance of experiences and brand value, as well as replacing factors building attitudes regarding it. The level of client satisfaction in dealings with businesses shapes their attitude to the businesses. This work presents the factors which shape the level of satisfaction. It shows the use in practice of the division of the clients into classes of loyalty. Th e article also discusses components of image, as well as the content and significance of the attitude of clients to the firm.

Nomophobia: A Research among Italian Digital Natives

Author(s): Jacopo Bernardini / Language(s): English Issue: 1/2018

In recent years, media attention has been increasingly focused on certain concepts that are closely related to the improper and excessive use of mobile phones: smartphone psychological dependence, the correlation between youth apathy and the massive use of new technologies, and the drastic change of social interaction in the Internet Age. Such phenomena may be considered to be the reason behind the emergence of a new contemporary pathology that already has a name: nomophobia. This is a pathology that seems to be quite common at present, particularly in those countries with high levels of smartphone ownership, usage and penetration, such as Italy.

Customer Engagement through Using Anime Stylized Advertisement

Author(s): Nina Klebanskaja,Olena Andriukhanova / Language(s): English Issue: 80/2018

The paper analyses the ways how to engage more customers using anime stylized advertisement and provides new insights on it. The data were obtained through the scientific literature analysis and qualitative research. The results were provided based on in-depth interviews.

Marketing Culture in Financial Services with Specific Reference to Retail Banking in India

Author(s): Ravi Shanker / Language(s): English Issue: 4/2018

Service industry is fast becoming the key to a nation’s success and its importance in the world economy is tremendous. In India too, the service industry boom has powered the growth of the economy. Service industry is different and hence poses special management challenges. There are some unusual variables that affect the performance of these organizations. The ‘marketing culture’ of the organization is one such factor. The paper relates to it in the context of the banking sector in India. Post liberalization, the banking industry became highly competitive as the number of banking institutions increased multifold. Currently there are 87 banks in India (21 public sector banks, 21 private sector banks, and 45 foreign financial intermediaries and Banks) competing with each other. It has also been observed that one of the variables on the basis of which the banks compete is providing superior customer contacts, which is possible through customer centric employees and the marketing culture that exist in the banking organization. Marketing culture refers to the pattern of shared values and beliefs that help individuals understand the marketing function and provide them with norms for behavior in the firm. The orientation and culture towards marketing within the organization is the highest imperative. The paper is based on primary research being undertaken on three banks selected from each category mentioned above. A questionnaire was developed with the help of which the marketing culture of a service firm was assessed. The questionnaire uses 34 items measuring six dimensions of marketing culture, as identified by leading researchers. These six dimensions are service quality, internal communication, innovativeness, organization, inter-personal relationships and selling tasks. The paper has used parametric approach to analyze and understand the attitude of the employees of each of the banks towards the dimensions identified. The inter-relationships among the six dimensions for each of the banks have also been studied. Weights have been assigned to the six dimensions and the responses have been assessed accordingly. The results of the analysis clearly show the foreign banks score the highest on the IMC index and the nationalized banks the lowest.

COMMON MISTAKES IN SOCIAL MEDIA. A CASE STUDY ON A NON-PROFIT COMPANY

Author(s): Rocsana Ţoniş (Bucea- Manea),Elena Gurgu / Language(s): English Issue: 3/2018

This article is an idea about the new social media seen as a phenomenon of socializing on the Internet, specific to the last years. We believe that this phenomenon influences the daily activity of each person, carried out within the institutionalized or free time. Social media have become the channel of direct communication between companies and consumers, and that is why companies need to pay great importance to the strategic online marketing plan and allocate the funds needed for its development.We think, like most academics and researchers, that social networks have become the cheapest and most active form of customer communication and a tool for developing and deploying online businesses. Once again, it is true that technology does not help us if we forget about the main asset of the companies, the human resource. We strongly believe and sustain the idea that the success of social networks is based on the social human character or brain. By communicating, each of us looks into the mirror of the society we live in, and we expect continuous confirmation of our way of thinking, behaving, talking, etc. This is the axis on which SM is based.In this article, we are explaining in detail that the online businesses need to avoid the frequent mistakes made in commercializing through social media channels.

The Effect of Message Valence on e-WoM Spread: A Moderated Mediation Analysis

Author(s): Edin Güçlü Sözer / Language(s): English Issue: 2/2019

This study aims to examine the effect of e-WoM message on the intention level of consumers to spread the word to other consumers in the presence of a moderated mediation interaction effect between risk perception and uncertainty avoidance levels of consumers. An experimental design was implemented, and the manipulated experimental condition was e-WoM message represented in two levels, negative and positive. The results indicate that, compared to negative ones, positive e-WoM messages lead to higher intention to share the message with other consumers. However, in the presence of perceived risk, the positive direct effect of positive messages turns into a negative indirect effect when perceived risk mediates this relationship. Moreover, this negative indirect effect stabilizes with the uncertainty avoidance moderated relationship between e-WoM message and perceived risk. In the light of these findings, a two levels e-WoM communication strategy was proposed to maximize the benefits of positive customer feedbacks: Construction of a strong pool of positive e-WoM messages generated by existing satisfied customers and the use of negative framing in the marketing communication messages targeted to prospect customers.

The Image of a University of Economics from the Perspective of University Candidates - Based on the SGH Warsaw School of Economics

Author(s): Joanna Tabor-Błażewicz / Language(s): English Issue: 5/2018

The article aims at broadening the knowledge in the area of the image of a university. It provides an overview of researchon factors influencing the perception of a university and its impact on the satisfaction and loyalty of students. The author alsoproposes a definition of the ‘university of choice.’ The paper is based on the results of research carried out on a sample of over400 respondents – candidates for studies at a Polish state economic university: SGH Warsaw School of Economics. One of theaims of that research was to examine their perception of the image of the university. The results obtained indicate the importanceof links between the educational offer, the labor market and future careers of candidates, while the conducted factor analysisprovides some additional information concerning new trends in economics and business.

Porównanie używania mediów społecznościowych w marketingu przez duże i małe firmy w Polsce

Author(s): Katarzyna Samek / Language(s): English Issue: 2/2018

The rapid and continuous development of new technologies at the turn of the 20th and 21st century and the ever-growing importance of the Internet allow companies to change the rules of competition in many sectors. The Internet has proven to be an effective tool for improving market position and at the same time has become an indispensable tool for communicating with customers. Opinions on businesses and goods or services offered are formed by online communities, and market position is built on comments posted by Internet users. The purpose of this article is to identify the types and examples of social media used for internet marketing by WIG30 companies and NewConnect companies. The study used the netnography method (virtual entrainment) and was conducted among twenty listed companies in Poland. The results show that the WIG30-listed companies are companies with a strong market position and a large number of loyal customers. However, they do not turn their back on social media and utilise more than five examples of them. On the other hand, the smaller NewConnect-listed companies are less recognizable among customers, so they should strive to establish interactions with online communities, using more social media for that purpose.

Organizational Change Management: A Conceptual and Analytical Framework

Author(s): Simona Rodat / Language(s): English Issue: 22/2018

At present, most organizations are constantly developing strategies to adapt to environmental dynamics. Change, more than stability, has become the state that characterizes the organizational environment. In order to cope with the continuously dynamic complexity of the broader social and economic context, organizations must also evolve and make the necessary changes to stay competitive, be it technological, procedural, strategic changes, or changes in the structure and training of the staff. The efficiency of transformations and various forms of transition in an organization can be achieved through change management, through which strategies are designed and developed, in order that employees accept change and organization adapts to the dynamics of the environment and to the new conditions. In this paper, a conceptual and analytical framework is delineated to address change management in organizations. Starting from the term of change as it has been conceptualized in sociology, in the paper there are discussed the main aspects of organizational change, as well as the principles of effective change management. Moreover, since the resistance to change is a phenomenon encountered inclusively at the level of the groups and organizations, the paper deals also with this concept and, in this context, addresses the barriers and obstacles to organizational change, analysing their causes and the possible measures to combat them in the situations in which change would be beneficial.

Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping

Author(s): Wajeeha Aslam,Marija Ham,Kashif Farhat / Language(s): English Issue: 2/2018

The objective of this study is to analyse the impact of brand perception on repurchase intention in the case of online apparel shopping in Pakistan. This study is based on a more holistic approach than previous studies, incorporating multiple theories and concepts of brand perception in order to capture the complexity of influences and to explain repurchase intention as a dependent variable. The theoretical framework of the study was developed on the basis of schema theory, image-congruence theory, commitment-trust theory and on the basis of earlier empirical findings. The study investigates brand experience, brand image-congruence, brand affect, and brand trust as influencing variables on repurchase intention. In total, 396 responses were gathered from online consumers of Karachi, Pakistan, using a non-probability convenience sampling. Exploratory factor analysis (EFA) and Structural Equation Modeling (SEM) were employed as data analysis techniques using SPSS 22 and AMOS 22 respectively. The results of the study showed significant positive influences of all the proposed constructs on repurchase intention except for the brand experience.

Development of the Property Marketing Strategy; Case Study at Risma Jihan Akbar Housing Developer, Bekasi - West Java

Author(s): Dhian Tyas Untari / Language(s): English Issue: 2/2019

Bekasi is one of the buffer zones that has a fairly high population density, population density will be followed by high demand for property / houses. Based on this background, the research aims to develop a property marketing strategy with a case study on Risma Jihan Akbar (RJA). Mix method was used in this study, by involving consumers and management of RJA as respondents. Processing data using the EFAS/IFAS and Grand Strategy Matrix. The results of the study show that RJA is currently quite good in its marketing strategy, however, the very narrow segmentation causes RJA to be less well known to the public.

Marketing komunalny – podstawy teoretyczne i przykłady praktyczne

Author(s): Miłosz Czopek,Karolina Brożyna,Justyna Nowak-Frątczak,Dominika Chomont-Parzyńska,Beata Morawska / Language(s): Polish Issue: 11/2018

As a result of changes related to the reform of administration, local governments had to adaptto the new conditions. Municipal marketing has turned out to be an important element of themodern management of local government. This article presents various definitions of municipalmarketing. The article describes the characteristics of municipal marketing and indicates the differences between municipal marketing and other areas of marketing. The paper discusses factorsaffecting the development of municipal marketing. Local government addresses on acts of selfgovernment, which result from the strategy of municipal marketing adopted by them, have beenpresented. The article approximates also the role of local self-government authorities in the processof creating communal marketing and particular examples of actions taken as part of the implementation of the concept of municipal marketing.

Badania marketingowe w czasie rzeczywistym w środowisku omnichannel w sektorze B2C

Author(s): Bogdan Gregor,Beata Gotwald-Feja / Language(s): Polish Issue: 526/2018

Współcześni konsumenci oczekują od firm komunikacji stanowiącej odpowiedź na ich oczekiwania w czasie rzeczywistym. W związku z rozwojem technologii cyfrowych jest to możliwe jedynie przy zastosowaniu metod badań w czasie rzeczywistym, diagnozujących potrzeby i zachowania konsumenckie, zarówno w odniesieniu do procesu zakupowego, jak i całego procesu funkcjonowania relacji konsument – firma. Celem artykułu jest określenie potencjału badań marketingowych w czasie rzeczywistym na rynku B2C, stanowiących warunek oraz zarazem konsekwencję stosowania marketingu w środowisku omnichannel. Artykuł ma charakter teoretyczny i bazuje na źródłach wtórnych. W jego strukturze podjęto próbę zaprezentowania środowiska omnikanałowego oraz przedstawiono wybrane technologie umożliwiające realizację badań w sektorze B2C w czasie rzeczywistym.

Effect of Specialty Store Environment on Consumer’s Emotional States: The Moderating Role of Price Consciousness

Author(s): Mateja Kos Koklić / Language(s): English,Croatian Issue: 1/2019

Purpose – This research study seeks to explore the effect of retail environment on consumer behavior outcomes, mediated by consumers’ emotional states in the stimulus-organism-response framework. It is suggested that the atmosphere, as represented by ambient and social factors, and employees positively influence the customer purchase experience, and this experience positively influences the intention to become a return customer. Additionally, the moderating effect of price consciousness is proposed. While customer experience is defined as a multi-dimensional construct, the focus of this study is the affective dimension due to its relevance in defining the importance of experience. Design/Methodology/Approach – Computer-assisted personal interviewing was used to gather data from 298 visitors of specialized garden centers in Slovenia. The hypotheses were tested using structural equation modeling. Findings and implications – The results indicate that both the atmosphere and employees positively influence customer experience (pleasure and arousal). More specifically, ambience and employees increase pleasure, while ambience and the social factor increase arousal. Pleasure also increases an individual’s desire to become a return customer, while arousal decreases the intention. The results further reveal a significant moderating effect of price consciousness on three relationships: ambience-pleasure, ambience-arousal, and social factor-pleasure. Limitations – The data used to test the conceptual model were cross-sectional, but a longitudinal approach could provide more insight into the relationships. In addition, more specific elements of the environment could be integrated into the model to better explain the customer purchase experience. Originality – The study seems to be the first one to explore the moderating role of price consciousness in the relationship between the retail environment and consumers’ emotional states.

What Determines the Loyalty of Airline Passengers? Findings of a Quantitative Data-Mining Study

Author(s): Bình Nghiêm-Phú / Language(s): English,Croatian Issue: 1/2019

Purpose – This research study aims to verify a deductive linear model which incorporates the variables to describe perceived airline service quality, perceived value for money, overall satisfaction, and loyalty.Design/Methodology/Approach – Quantitative data for this study were collected from airline passenger reviews posted on airlinequality.com. The database involved 127 airlines of all rankings (0, 2, 3, 4, and 5 stars) and types (traditional and low-cost carriers). Evaluations were provided by all types of travelers (business, couple leisure, family leisure, and solo leisure) in all types of cabins (economy, premium economy, business class, and first class) on both direct and connecting flights.Findings and implications – Analyses revealed that the human factor (cabin staff service and ground service) is the most important identifier of airline passengers’ perceived value for money, overall satisfaction, and loyalty. Traditional products and services (seat, food/beverages, and entertainment) were seen as more important than new ones (Wi-Fi).Limitations – First, there is no information about passenger profiles. Second, all the measures are composite ones. Third, only six service quality elements were included in the database.Originality – This research study is not a case study and its findings can provide meaningful implications for the management of airline service elements with regard to perceived value for money, passenger satisfaction, and passenger loyalty.

Marketing Decision-Making in Hungarian SMEs

Author(s): Mirkó Gáti,András Bauer / Language(s): English,Croatian Issue: 1/2019

Purpose – Small and medium-sized enterprises (SMEs) play an important role in the economy, in both national and international markets. These organizations work under different conditions, possess different capabilities, and therefore have a different approach to certain company functions (e.g., marketing). SMEs define their marketing activity within a scope that differs from their large counterparts. Our aim is to provide a better understanding of certain influencing factors that are the antecedents to the understanding of an SME’s marketing activities.Design/Methodology/Approach – Since relatively little has been written on these effects, we decided to use a qualitative approach because of both the sample (SMEs) and the research problem. The SME marketingactivity was analyzed from an exploratory perspective, with the research conducted in the form of in-depth interviews in 15 SMEs. We had the opportunity to analyze our research questions in a Hungarian context.Findings and implications – As a result, some influencing patterns emerged, such as the deciding role of the SME leader, strong customer focus, the ability to adapt to the market, and innovative, entrepreneurial characteristics. The results can help both theoretical researchers of SME marketing and SME marketing practitioners.Limitations – The limitations of this paper lie in the sample size and structure, and in the limitations of qualitative methodology.Originality – Despite limitations, the influencing factors that emerged have not been analyzed in prior empirical studies in terms of SMEs’ decision-making factors in the context of online marketing and use of social media tools. By answering our research questions, we can provide a better explanation of how marketing decisions are made by SMEs.

Editoral preface

Author(s): Đurđana Ozretić Došen / Language(s): English,Croatian Issue: 1/2019

Bariery prawne w zarządzaniu marketingiem terytorialnym w miastach

Author(s): Renata Krukowska,Iwona Ewa Haponiuk / Language(s): Polish Issue: 535/2018

Wdrażanie kompleksowych działań z zakresu promocji miasta często utrudniają bariery prawne. Celem pracy jest identyfikacja oraz określenie skutków, wraz z propozycją eliminacji, głównych przeszkód prawnych pojawiających się w działaniach samorządu miejskiego w promocji turystycznej. Artykuł opiera się na analizach empirycznych prowadzonych przez osoby zatrudnione w działach turystyki urzędów miast oraz wywiadach z przedstawicielami organizacji turystycznych. Zidentyfikowane bariery wymagają zmian legislacyjnych bądź nowych uregulowań prawnych, wykładni prawa oraz kreatywności w znajdowaniu rozwiązań. Barierą prawną w obrębie marketingu terytorialnego i promocji może być zarówno rygoryzm regulacji, jak i ich zbytnia liberalizacja. Należy szukać możliwości delegowania zadań do samorządu gospodarczego, przemysłu turystycznego czy ROT/LOT, natomiast działania związane z finansowaniem działań promocyjnych – ukierunkowywać na współpracę i partnerstwo publiczno-prywatne.

Marketingowe aspekty oferty tematycznych obiektów gastronomicznych na przykładzie Lwowa

Author(s): Nazar Kudla / Language(s): Polish Issue: 535/2018

Rozwój kompleksowej oferty turystycznej obszaru jest determinowany działaniami poszczególnych składowych gospodarki turystycznej, w tym przede wszystkim hotelarstwa, gastronomii, transportu turystycznego oraz sektora atrakcji turystycznych. W analizach obszarowego produktu turystycznego często mało dostrzeganym elementem są usługi gastronomiczne oraz działalność podmiotów je świadczących. Niniejszy artykuł jest próbą analizy oferty tematycznej obiektów gastronomicznych w wybranej destynacji turystycznej, jaką jest miasto Lwów. W pracy przedstawiono ogólne informacje dotyczące gospodarki turystycznej Lwowa, następnie przedstawiono marketingowe założenia rozwoju oferty gastronomicznej, zagadnienia budowy strategii rozwoju oferty gastronomicznej na przykładzie lokali gastronomicznych we Lwowie. Wykorzystano koncepcję kreatywnych pomysłów i „antypomysłów” oraz koncepcję strategii „błękitnych oceanów”.

Popyt a komunikacja marketingowa na rynku biur podróży

Author(s): Anna K. Mazurek-Kusiak / Language(s): Polish Issue: 535/2018

Celem badań przedstawionych w artykule było poznanie najważniejszych czynników i kanałów komunikacji, na które zwracają uwagę turyści przy wyborze biura podróży, gdzie kupują imprezy turystyczne, oraz wskazanie, jakie są główne cele wyjazdów turystycznych ze względu na wiek respondentów. Przed przygotowaniem oferty biura podróży powinny pozyskać informacje o potrzebach i celach wyjazdów turystycznych potencjalnych klientów w bezpośrednich i pośrednich kontaktach z nimi. Ponadto organizatorzy turystyki powinni wybrać kanał komunikacji dostosowany do wieku klientów. W przypadku młodych klientów należy prowadzić interaktywny dialog oparty na technologiach mobilnych. Klienci w średnim wieku woleliby korzystać z tradycyjnej formy komunikacji, jak katalogi, ulotki. Natomiast seniorzy najbardziej ufają opinii znajomych, więc biura podróży z jednej strony muszą zadbać o wysoką jakość swoich usług, a z drugiej mogą wykorzystać np. elementy marketingu szeptanego.