Annotated Bibliography: Marketing
Markland Hearne
BUSI 701
Dr. Stephen Patrick
September 1, 2024
$
$
$
$
$
$
$
$
$
$
$
$
$
$
Jazbeen Ali, Reshma Lata, Karishma Mudaliar, Yogita Swamy, Neale J. Slack.
(2020).
Influence of fast-food restaurant service quality and its dimensions on
customer perceived value, satisfaction and behavioural intentions.
Graduate School of Business, The University of the South Pacific, Suva,
Fiji, and School of Management, Fiji National University, Suva, Fiji,
https://www.emerald.com/insights/007-070X.htm
The authors seek to show the importance of the service offered by fast
food restaurants and the customer perceived value. They attempted to
explain a direct correlation between giving good customer service and
customer satisfaction, behavior and value. This study has revealed that,
the increase in online ordering through Computer Applications have
driven the increase of fast-food consumptions. Good service, dining
experience, the reputation of the restaurant, advertisement, price and
location will affect the choice made by the customer. The researchers also
show that people are logical thinkers and will use information that they
have at their disposal to ascertain and predict customers fast food
behavior and choices. This research is useful in understanding customer
value and marketing strategies and gives a clear understanding of the
impact of restaurants delivering the right set of service dimensions to
their customers. This source can be cited around the discussion of
customer perceived value and marketing strategies. The authors help to
explain the, the relevance of marketing and the understanding of
customer pattern and behavior.
Alireza Tourchian, S. Aali, Naser Sanoubar, Alireza Bafandeh Zendeh, 2021,
Exploring customer engagement value from relationship benefits,
Department of Management, Tabriz Branch, Islamic Azad University,
Tabriz, Iran, Department of Management, Faculty of Economics and
Management, University of Tabriz, Tabriz, Iran, Department of
Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran,
https://www.emerald.com/insights/1753-8394.htm
This article focuses on the role of relationship benefits and customer
engagement value. The organization and the customer must receive some
form of benefits from the establishment of the relationship. The study
aims to highlight the benefits that derive from customer/organization
interaction, is an approach to a marketing strategy, that concentrates on
relationship marketing. The article provides many insights into the
positive effects of the firm’s interaction with customers and shows that
for a lasting relationship both parties must be benefiting from the
relationship. This source is useful to understanding customer/firm
relationship that ties in with the approach of relationship marketing. This
source can be cited around the discussion of customer relations with the
organization and helps to explain the importance of relationship
marketing as a form of market strategy.
Mornay Roberts-Lombard, D.J Petzer (2021), Relationship marketing: an S-O-
R perspective
emphasising the importance of trust in retail banking, Department of
Marketing Management, University of Johannesburg, Johannesburg,
South Africa, Gordon Institute of Business Science, University of
Pretoria, Sandton, South Africa, https://www.emerald.com/insights/0265-
2325.htm
This article explores the relation between trust, response and efforts to
impact behaviour and the role of customer value and the duration of the
relationship. Trust is important when the wants to build a long-lasting
relationship with the customer. The author argues that trust can be the
deciding factor in the customer behavioural intentions and positive
relation towards a firm by its customer, is crucial towards its survival in a
global marketplace. This research is basically useful in understanding the
dynamics of relationship marketing and understanding the role of trust
from the firm to the customer. This source demonstrates the importance
and relevance of marketing strategies to garner competitive advantage.
Ni Nyoman Suarnikia, Kukuh Lukiyanto (2020), The Role of satisfaction to the
effect of Relational Marketing and Customer Value on Customer Loyalty,
International Journal of Innovation, Creativity and Change vol 13,
https://www.researchgate.net/publication/342914950
This study was centred around the effect of satisfaction as a direct result
of customer relationship marketing and the creation of customer loyalty.
The authors argue that satisfied customers are not necessarily loyal but
rather other factors that contributes and influence customer behaviour.
There is the notion that, consumer behaviour is likely to change from
time-to-time for a particular product. This study shows that firms should
try and build good relationship with customers foster loyalty and
relational marketing is an effective way to build and create loyalty. This
source will help to understand what create brand loyalty, satisfaction and
will allow for a better understanding marketing strategy. This source can
be cited around the discussion of customer satisfaction, relationship
marketing customer loyalty and value.
Weinmayer, K., Garaus, M. & Wagner, U. (2024)
The impact of corporate sustainability performance on advertising
efficiency.$OR Spectrum$46, 175–209 (2024).
https://doi.org/10.1007/s00291-023-00717-z
This article focuses on the effect of organizational on effective
advertising. The authors have revealed that many organizations have
wasted a great deal of money to increase advertising effectiveness. Whilst
factors such as marketing mix and brand stretching have found to
advertising efficiency, much study has not been done on the consumer
buyer persona. The research found that advertising efficiency changes
overtime and calls for continued study to increase its effectiveness and
relevance. Corporate can increase performance and efficiently spend
advertising budgeted allocations. The study helps to understand the
effectiveness of properly allocating advertising budget to achieve superior
outcome. This source can be cited around the discussion of sustainable
performance by corporate by using efficient advertising and marketing
mix.
Marketing Discussion Assignment: Delivering Customer Value
What is customer value? Some would say that it’s self-explanatory, the
value that a customer received from buying a product or service. Customer
value is the desired outcome that a customer expected from an experience
(Slack et al, 2020). Customer value in its simplest form is the difference
between the satisfaction enjoyed and the cost (Suarniki et al, 2020). There are
many studies surrounding customer value and how it impacts organizations’
performance. Customer value will foster trust and loyalty between the customer
and the organization and will positively affect the organization’s value.
Customer value build trust between organizations and should be the first
analysis to undertake when an organization wants to increase its market
presence. Studies have shown that there is a strong correlation between
customer value, trust and satisfaction (Slack et al, 2020; Sanoubar et al, 2020).
An organization should strive to deliver customer value, which will build trust
and a long-lasting future relationship (Sanoubar et al, 2020; Suarniki et al,
2020). There is a strong correlation between customer value, trust, loyalty,
behavior and satisfaction (Slack et al, 2020,) and organizations are urged to
study the engagement value of relationship benefits between customer and the
organization (Sanoubar et al, 2020; Suarniki et al, 2020, Roberts-Lombard et al,
2021). Effective advertisement should affect growth on an organization
(Marion$Garaus et al 2023; Slack et al, 2020; Sanoubar et al, 2020).
The studies of customer value mostly centered around pre COVID-19 era
and future studies should incorporate post COVID-19 impact on consumer
behavior and other variables (Slack et al, 2020). There should be more
longitudinal study on customer value, in which the same customers are observed
over a period (Sanoubar et al, 2020; Roberts-Lombard et al, 2021). Many
researchers have questioned the spending of advertising budget, and this is an
area that needs more attention for future study (Marion$Garaus et al 2023).
Discussion Assignment: Response to Garcia article (Delivering
Customer Value)
Good job on your discussion. It has many major points and some good citations
that back up your arguments. I especially like your arguments that surround the
COVID-19 pandemic and the alternative avenues that are used to reach
customers, rather than the customary brick and mortar stores. There have been
many studies that center around pre and post COVID-19 and its impact on
customer value, service, satisfaction and behavior. Delivering good customer
service to consumers is a logical avenue to increase loyalty and future
trustworthy relationships.
Jazbeen, A et al (2020), ‘Influence of fast-food restaurant service quality
and its dimensions on customer perceived value, satisfaction and behavioral
intentions’; is an article that was done around the relationship between customer
service and fast-food restaurants and the effect of delivering good service had
on customer value, satisfaction and behavior. The article focuses on many
avenues that an organization can use to increase customer value, hence would
also be a good source to cite in your discussion. According to Jazbeen et al,
(2020); Post Covid-19, there was an increase in online shopping also through
use of company Apps. In the article, the authors show that customer service,
advertisement, dining experience, restaurant reputation and location will impact
the customer choice of restaurant. Concentrating on delivering the right mixture
of service dimensions to customers would directly impact their behavior.
References
Jazbeen Ali, R., Lata, Karishma Mudaliar, Y., Swamy, Neale J. Slack. (2020),
Influence of fast-food restaurant service quality and its dimensions on
customer perceived value, satisfaction and behavioural intentions.
Graduate School of Business, The University of the South Pacific, Suva,
Fiji, and School of Management, Fiji National University, Suva, Fiji,
https://www.emerald.com/insights/007-070X.htm
Discussion Assignment: Response to Myesha
Hi Myesha,
I enjoyed reading your article and appreciate the insights that surrounds your
discussion of ‘Optimizing Media Strategy’. Your arguments about the modern
tools (social media and artificial intelligence) that marketers are currently using
instead of the traditional marketing strategies. The current strategies that are
trending are proven to be more effective in reaching consumers and helping to
increase firms’ market share and brand awareness.
In addition to what you discuss in your article, Valter, A, et al (2021),
‘Optimizing digital marketing and social media strategy: from push to pull to
performance’, very helpful because the authors offer some good insights and
findings about contemporary marketing strategies and the effectiveness of the
tools used to reach customers through interaction online. The focuses on the
effectiveness of the push (a marketing strategy used by firms to push their
product on consumers) and pull (a marketing strategy used to get the customer
to come the product) marketing strategies on organization performance, using
social media and digital marketing.
Current research has found that digital technologies and social media can be
used by firms to sell goods and services worldwide, hence increasing
performance and revenues (Valter, A, et al, 2021). Firms are more effective and
efficient because of modern information technologies which have allowed them
to improve on their brand engagement measures. Innovative tools such as
launching banners using application, text messages and using geolocation have
been used by marketing managers to pull and push promotional effort.
Reference
Valter A. V, Marcos Inácio Severo de Almeidab, Colin B. Gablerc, Ricardo, L,
Milena C, and Miriam Pires da Costa, 2021,
Optimizing digital marketing and social media strategy: from push to pull
to performance, JOURNAL OF MARKETING MANAGEMENT, VOL. 38,
NOS. 7–8, 709–739https://doi.org/10.1080/0267257X.2021.1996444
