Article Sidebar

Download
PDF
Statistic
Read Counter : 2096 Download : 628

Main Article Content

Abstract

The purpose of this study is to examine the significance of customer-centric strategies in marketing management and their implications for organizational success. Adopting a literature review approach, this research synthesizes insights from various disciplines to elucidate the multifaceted nature of customer-centricity. The research design employs a qualitative approach, drawing on existing scholarship to elucidate key concepts and frameworks in customer-centricity. The findings highlight the paramount importance of prioritizing customer needs and preferences, aligning organizational culture and processes with customer goals, and leveraging technological innovations to enhance customer experiences. The discussion underscores the challenges and opportunities presented by the digitalization of commerce, emphasizing the need for organizations to adapt and innovate in response to changing consumer behaviors and market dynamics. The implications of this study extend to both theory and practice, offering valuable insights for academics, practitioners, and policymakers alike. By embracing a customer-centric mindset and integrating interdisciplinary perspectives, organizations can develop robust strategies that drive sustainable competitive advantage in today's dynamic markets.

Keywords

Customer-Centric Strategies Marketing Management Organizational Success Competitive Advantage Digitalization

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Akbar, M. A. (2024). Customer-Centric Strategies: Navigating the Dynamics of Marketing Management for Competitive Advantage. Advances in Business & Industrial Marketing Research, 2(2), 96–109. https://doi.org/10.60079/abim.v2i2.288
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Assaf, A. G. (2016). Shifting paradigms: From a seller’s market to a buyer’s market. Journal of Marketing Management, 32(1-2), 144-162. https://doi.org/10.1080/0267257X.2015.1118752
  2. Aurier, P., & N'Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38(3), 303-325. https://doi.org/10.1007/s11747-009-0155-1
  3. Berger, P. D., Bolton, R. N., Bowman, D., Briggs, E., Kumar, V., Reichheld, F., ... & Srivastava, R. K. (2006). Customer lifetime value: Marketing models and applications. Journal of Interactive Marketing, 20(1), 5-23. https://doi.org/10.1002/dir.20082
  4. Berger, P. D., Nasr, N. I., & Narasimhan, C. (2006). Customer lifetime value: Marketing models and applications. Foundations and Trends® in Marketing, 1(4), 279-334.
  5. Blattberg, R. C., & Deighton, J. (1996). Manage marketing by the customer equity test. Harvard Business Review, 74(4), 136-144.
  6. Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer equity: Building and managing relationships as valuable assets. Harvard Business Press.
  7. Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the Academy of Marketing Science, 28(1), 95-108. https://doi.org/10.1177/0092070300281007
  8. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
  9. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice. Pearson UK.
  10. Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business intelligence and analytics: From big data to big impact. MIS Quarterly, 36(4), 1165-1188.
  11. Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672-688. https://doi.org/10.1108/14637150310496748
  12. Chen, M., Mao, S., & Liu, Y. (2014). Big data: A survey. Mobile Networks and Applications, 19(2), 171-209.
  13. Chen, S., Chiang, R. H., & Storey, V. C. (2012). Business intelligence and analytics: From big data to big impact. MIS Quarterly, 36(4), 1165-1188. https://doi.org/10.2307/41703503
  14. Chen, S., Guo, S., & Wang, L. (2020). Big data analytics, AI, and the future of marketing: A research agenda. Journal of Interactive Marketing, 49, 2-16. https://doi.org/10.1016/j.intmar.2019.11.001
  15. Chen, Y., Wang, X., & Xie, J. (2018). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of Marketing Research, 55(1), 49-64.
  16. Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: The integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), 149-176. https://doi.org/10.1080/0965254X.2013.876645
  17. Frow, P., & Payne, A. (2011). A stakeholder perspective of the value proposition concept. European Journal of Marketing, 45(1/2), 223-240. https://doi.org/10.1108/03090561111095646
  18. Frow, P., & Payne, A. (2011). A stakeholder perspective of the value proposition concept. European Journal of Marketing, 45(1/2), 223-240.
  19. Giri, V. (2017). Customer value strategy: The cornerstone of competitive advantage. Journal of Strategic Marketing, 25(5-6), 404-420. https://doi.org/10.1080/0965254X.2016.1245289
  20. Grewal, D., Roggeveen, A. L., & Nordfält, J. (2020). The future of retailing. Journal of Retailing, 96(1), 1-6. https://doi.org/10.1016/j.jretai.2020.02.002
  21. Han, J., Kamber, M., & Pei, J. (2011). Data mining: Concepts and techniques. Elsevier.
  22. Harris, L., & Dennis, C. (2011). Engaging customers on Facebook: Challenges for e-retailers. Journal of Consumer Behaviour: An International Research Review, 10(6), 338-346.
  23. Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser Jr, W. E., & Schlesinger, L. A. (2008). Putting the service-profit chain to work. Harvard Business Review, 86(7-8), 118-129.
  24. Holbeek, C., Voorhees, C., & Vannieuwenhuyze, J. (2019). Customer engagement: Bridging the gap between concept and practice. Journal of Service Research, 22(1), 75-100. https://doi.org/10.1177/1094670518821421
  25. Iansiti, M., & Lakhani, K. R. (2017). The truth about blockchain. Harvard Business Review, 95(1), 118-127.
  26. Javed, U., & Rizwan, M. (2019). Mobile commerce adoption: A literature review. Journal of Enterprise Information Management, 32(6), 1115-1137. https://doi.org/10.1108/JEIM-10-2018-0255
  27. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
  28. Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education Limited.
  29. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
  30. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
  31. Li, H., Gu, X., Chen, T., Liu, Y., & Zhu, Z. (2021). Deep learning for customer churn prediction: A novel feature extraction mechanism and deep neural network ensemble. Expert Systems with Applications, 176, 114906.
  32. Li, Y., Pan, L., & Wong, Y. H. (2021). Machine learning in omnichannel marketing. Journal of Interactive Marketing, 55, 45-63. https://doi.org/10.1016/j.intmar.2021.04.002
  33. Meyer, C., Schwager, A., & Schilke, O. (2020). The interplay between customer and employee satisfaction in generating service growth. Journal of Service Research, 23(3), 304-322. https://doi.org/10.1177/1094670519852330
  34. Morgan, N. A., & Rego, L. L. (2006). The value of different customer satisfaction and loyalty metrics in predicting business performance. Marketing Science, 25(5), 426-439. https://doi.org/10.1287/mksc.1050.0146
  35. Morgan, R. M., Alegre, J., & Vorhies, D. W. (2021). Marketing strategy and performance: Past, present, and future. Journal of the Academy of Marketing Science, 49(1), 6-17. https://doi.org/10.1007/s11747-020-00767-9
  36. Narula, S., & Jacobs, M. A. (2019). The impact of enterprise resource planning (ERP) systems on the small and medium-sized enterprises (SMEs) performance. Journal of Enterprise Information Management, 32(3), 412-430. https://doi.org/10.1108/JEIM-05-2018-0123
  37. Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35. https://doi.org/10.1177/002224299005400403
  38. Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35.
  39. Ngai, E. W., Xiu, L., & Chau, D. C. (2009). Application of data mining techniques in customer relationship management: A literature review and classification. Expert Systems with Applications, 36(2), 2592-2602. https://doi.org/10.1016/j.eswa.2008.02.021
  40. Ngai, E. W., Xiu, L., & Chau, D. C. (2009). Application of data mining techniques in customer relationship management: A literature review and classification. Expert Systems with Applications, 36(2), 2592-2602.
  41. Nguyen, D., Melewar, T. C., & Chen, C. F. (2019). Bridging the gap between digital and physical retailing: Exploring the value of omnichannel strategies. Journal of Retailing and Consumer Services, 47, 277-286. https://doi.org/10.1016/j.jretconser.2018.11.011
  42. Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Simon and Schuster.
  43. Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-55.
  44. Reichheld, F. F., Markey Jr, R. G., & Hopton, C. (2000). E‐loyalty: Your secret weapon on the Web. Harvard Business Review, 78(4), 105-113.
  45. Rigby, D. K., Reichheld, F. F., & Schefter, P. (2002). Avoid the four perils of CRM. Harvard Business Review, 80(2), 101-109.
  46. Rigby, D., Reichheld, F., & Schefter, P. (2002). Avoid the four perils of CRM. Harvard Business Review, 80(2), 101-109.
  47. Riquelme, H. E., & Rios, R. E. (2010). The moderating effect of gender in the adoption of mobile banking. International Journal of Bank Marketing, 28(5), 328-341. https://doi.org/10.1108/02652321011065536
  48. Rust, R. T., & Huang, M. H. (2012). Optimizing service productivity. Journal of Marketing, 76(2), 47-66. https://doi.org/10.1509/jm.10.0419
  49. Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127. https://doi.org/10.1509/jmkg.68.1.109.24030
  50. Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.
  51. Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2019). Return on marketing investment: Seeking clarity for conceptual advancements. Journal of Marketing, 83(1), 1-21.
  52. Rust, R. T., Moorman, C., & Bhalla, G. (2010). Rethinking marketing. Harvard Business Review, 88(1/2), 94-101.
  53. Smith, M. D., & Brynjolfsson, E. (2019). AI and the future of work: Evidence from US patenting. MIT Sloan Management Review, 60(2), 1-11.
  54. Sultan, F., & Rohm, A. J. (2020). An examination of the technology acceptance model in the context of CRM systems. Journal of Business Research, 114, 223-233. https://doi.org/10.1016/j.jbusres.2020.03.019
  55. Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press.
  56. Tišlerová, K. (2016). The role of customer orientation in achieving competitive advantage. Marketing Identity, 4(2), 132-146. https://doi.org/10.1515/ntbd-2015-0015
  57. Trishna, K. (2020). Effective customer management in dynamic business environments. International Journal of Management Science and Business Administration, 6(1), 11-21. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.61.1002
  58. Venkatesan, R., & Kumar, V. (2004). A customer lifetime value framework for customer selection and resource allocation strategy. Journal of Marketing, 68(4), 106-125. https://doi.org/10.1509/jmkg.68.4.106.42722
  59. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.
  60. Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2021). Customer engagement as a new perspective in customer management. Journal of Service Research, 24(2), 255-273. https://doi.org/10.1177/1094670521995702
  61. Wünderlich, N. V., Wangenheim, F. V., Bitner, M. J., Darr, E. D., Farley, J. U., Keiningham, T. L., ... & Scheer, L. K. (2019). Frontline employees' collaboration with other departments: A multilevel analysis of contingency factors. Journal of Marketing, 83(5), 1-24. https://doi.org/10.1177/0022242919851629
  62. Zhang, W., Chang, Y., & Zhang, H. (2019). How big data analytics and AI technologies transform digital marketing: A conceptual synthesis and research agenda. International Journal of Information Management, 49, 413-428. https://doi.org/10.1016/j.ijinfomgt.2019.05.001