Advances in Business & Industrial Marketing Research

The Link between Physical Evidence, Customer Satisfaction and Customer Loyalty: An Empirical Analysis

2024-05-28T13:35:35+00:00

Purpose: This study aims to examine the effect of physical evidence on customer loyalty mediated by customer satisfaction at Shadow Edge Park Jayapura Cafe. The hypothesis is that customer satisfaction mediates the impact of physical evidence on customer loyalty.

Research Design and Methodology: The method used was descriptive quantitative with a survey design. Data were collected from 120 Shadow Edge Park Jayapura Cafe consumers through questionnaires. The data were analyzed using Structural Equation Modeling (SEM) with AMOS 22 software.

Findings and Discussion: The results show that physical evidence positively and significantly influences customer satisfaction, mediating this influence on customer loyalty. The findings support the Servicescapes theory, suggesting that physical elements such as interior design, cleanliness, and ambiance of the café are key factors that influence customer satisfaction and loyalty.

Implications: Café managers should focus on managing physical evidence elements to increase customer satisfaction and loyalty. Further research is needed to explore factors such as social interaction and service quality that may influence customer loyalty. Future studies could expand geographic and cultural coverage to test the consistency of these findings.

The Influence of Reliability on Customer Loyalty Mediated by Customer Satisfaction

2024-05-28T13:48:50+00:00

Purpose: This study aims to examine the effect of reliability on customer satisfaction and loyalty at the Hendrikus Tax Consulting Office in Jayapura, with customer satisfaction acting as a mediator. The primary hypothesis posits that service reliability enhances customer satisfaction, boosting customer loyalty.

Research Design and Methodology: The research employs a quantitative survey method, collecting data through questionnaires distributed to 97 purposively sample respondents from the office's client base. Data analysis was conducted using SmartPLS version 4, evaluating measurement and structural models to test validity, reliability, and hypotheses.

Findings and Discussion: The results indicate that service reliability positively and significantly affects customer satisfaction (t-statistic 8.042, p-value 0.000) and customer loyalty (t-statistic 1.986, p-value 0.048). Customer satisfaction substantially mediates the relationship between reliability and loyalty (t-statistic 4.969, p-value 0.000).

Implications: These findings suggest that enhancing service reliability can improve customer satisfaction and loyalty, which is crucial for service strategy in tax consulting. The study also highlights the need for further research into other factors influencing customer satisfaction and loyalty in different service industries.

Marketing Knowledge Management Analysis to Drive Innovation and Effective Decision Making

2025-02-04T08:38:21+00:00

Purpose: This study explores the strategic role of knowledge management (KM) in driving innovation and supporting effective marketing decision-making. By examining the integration of advanced technologies such as artificial intelligence (AI), machine learning (ML), and big data analytics, this research addresses the intersection of KM, innovation, and strategic marketing practices to provide actionable insights for organizations.

Research Design and Methodology: The study employs a systematic literature review (SLR) approach to synthesize existing research on KM's application in marketing. It analyzes peer-reviewed journals and scholarly articles published after 2018 to identify patterns, challenges, and opportunities. The analysis focuses on bridging theoretical frameworks with practical applications to reveal KM's transformative potential in modern marketing.

Findings and Discussion: The research highlights KM's capacity to transform raw data into actionable insights, enabling organizations to anticipate consumer needs, adapt to dynamic market changes, and develop innovative strategies. It also identifies the critical role of collaboration, leadership, and organizational culture in ensuring KM's effectiveness. Additionally, the study discusses challenges such as resistance to change and the need for digital infrastructure and training. The findings emphasize the synergistic relationship between KM and digital technologies in fostering sustainable competitive advantage.

Implications: This research provides practical guidance for organizations to enhance marketing performance through KM. It recommends investing in advanced technologies, cultivating a knowledge-sharing culture, and fostering leadership-driven initiatives. These strategies can drive innovation, improve decision-making, and ensure organizational sustainability in competitive markets.

Digital Technology Adaptation Challenges to Enhance Growth and Security of Corporate Online Businesses

2025-02-07T09:44:57+00:00

Purpose: This study examines the challenges of digital technology adaptation faced by corporate online businesses, focusing on the interplay between growth opportunities and security requirements. The study aims to comprehensively understand technical, security, and organizational barriers while offering actionable strategies to overcome these obstacles.

Research Design and Methodology: The study employs a qualitative systematic literature review (SLR) methodology to synthesize findings from recent scholarly contributions. The review integrates theoretical frameworks such as the Technology Acceptance Model (TAM) and organizational innovation theories to contextualize digital adaptation's challenges and potential solutions.

Findings and Discussion: The findings reveal that successful digital adaptation is hindered by technical complexities such as integrating AI and IoT, cybersecurity threats, including ransomware and phishing, and organizational resistance due to limited digital literacy and employee readiness. A holistic approach that combines robust security measures, employee training programs, and cultural transformation is critical for addressing these challenges. The discussion highlights the importance of aligning organizational strategies with advanced technologies to foster operational resilience and market competitiveness.

Implications: This study provides valuable insights for business leaders and policymakers. Practically, it emphasizes the need for proactive security integration, workforce upskilling, and leveraging AI for enhanced operational efficiency. From a managerial perspective, fostering innovation-supportive cultures and aligning technological strategies with organizational goals is critical. Policymakers are encouraged to create regulatory frameworks that balance technological innovation with robust security measures to promote sustainable business growth.

Adoption of Digital Marketing Strategies by Medical Schemes in South Africa: A Case Study of Two Large Open Medical Schemes

2025-01-19T11:46:28+00:00

Purpose: This study examines how digital marketing strategies—mobile apps, social media, and e-mail marketing—enhance consumer engagement, retention, and trust within the health insurance sector.

Research Design and Methodology: Using purposive sampling, a case study approach was employed to analyze two health insurance schemes (Scheme A and B). Data collection focuses on mobile app usage, social media engagement, and e-mail campaigns.

Findings and Discussion: Scheme A saw an 85% increase in daily app logins and a 14% rise in social media followers. Meanwhile, Scheme B experienced a 39% growth in app downloads but lower social media engagement. Both schemes demonstrated a shift from e-mail marketing to mobile and social media platforms.

Implications: Health insurers should prioritize mobile and social media marketing to enhance customer engagement and loyalty through personalized digital interactions. The study contributes to understanding digital marketing's role in the industry and provides insights for future research.