Marketing And Customer Loyalty For Consumer Audience And Company

Background of the Study

Discuss about the Marketing and Customer Loyalty for Consumer Audience and the Company?

Marketing is used to describe a means of communication between the consumer audience and the company. Marketing is the adaptation that is used to evaluate commercial activities and make a purpose for inducing behavioral activities related to this research. However, the researcher has taken customer loyalty that has a behavioral tendency to evaluate product performance of a brand (Brooks, Lovett & Creek, 2013). It is observed that increased competition and selection of products is a major challenge to retain customers effectively. However, Smartphone, email, texting, twitter, social media and other communication channels are making business easy and resilient. Thus, the main purpose of this research is to find a key issue related to the marketing problems among the competitors in business. It is seen that identifying what customers wants and doing a better job will give rise to a differential problem regarding the technological alliances (Dencic-Mihajlov, 2013). Thus, the conservative climate is also shrinking the customer base. However, the business executives are trying to find a definite way for keeping customer base effective on marketing areas.

The background of the topic will focus on the orientation of researcher’s choice that will highlight the main perspectives of marketing theories and customer loyalty. It would be resilient if the growing perspective of social media has a relation to customer’s base (Dr. K. Selvi, 2012). However, it is seen in the economic environment that changing focus of management is a key area in marketing segment. The techniques associated with marketing will make an analysis of the consumer behavior. Moreover, choosing target markets would make a planning identity for the company to take benefit from the dedicated customers (Singla, 2012). It is also observed that there is an influence of market strategy associated with political, economic, environmental and technological factors. In addition, the researcher has initialized various types of customer loyalty that may have loyal customers but the consumers do not participate on any of the programs associated to business (Tang Saili, 2012). Hence, customer loyalty in marketing has a relevance that would exhibit on differential products for a particular brand. It also describes a key objective for customer relationship management and an establishment of products and services.

The researcher has described a rationale for the topic by assuming an impact on marketing and customer loyalty in business. The issue the researcher finds will determine the main prospect of this research (Ren Shuxia, 2012).

Rationale of the Research

What is the issue?

It is observed in the research that a major issue in marketing is arising due to rise of social media because it increases product performance. The main issue in this research is to find the marketers which is a major concern regarding technological problems (Miremadi & Mohajerani, 2013). However, if proper assistance were given to marketers, then there would be a good feedback in identifying the right technology provided in implementing products.

Why is it an issue?

The researcher has made a specification regarding the technological problem the marketers are facing frequently related to products and services. The issue of this research is because due to technological intervention, the marketers do not find an area where they could solve their problem associated with the business (Milisavljevic, 2013). Thus, they must find an area where they can express their opinions and views regarding the technologies which hampers their products and effects customer loyalty frequently.

How would you evaluate technological alliances of marketing to build customer loyalty among most customers?

The researcher has initiated various research objectives based on the research question that would analyze the context of business issue to an extent in this research. These are as follows:

To identify the impact of marketing on customer loyalty

To recommend practices that would help to regulate frequent use of technological alliances to increase customer loyalty

To evaluate the technological alliances of marketing for building customer loyalty

In this study, the researcher will discuss on the core aspects of literature review to evaluate the theories and models of customer loyalty and marketing areas (Lagarde, 2013). Since technological alliances has been growing widely on marketing segments and developing a way to build customer loyalty. Thus, there should be a way to reduce the problem associated with the business issue regarding the scattered market.

It is seen in this research territory that there are products and services which plays a key factor under the marketing strategy (Kursunluoglu, 2014). Thus, this theory is observed through various segments in marketing that are as follows:

Products and services are pioneered to solve problems regarding what customer wants exactly from the manufacturers. Market segmentation is crafted for presenting the product to the company that have the ability to access and afford the service (Dr. K. Selvi, 2012). Here, the marketers and business owners identify the product that have a demographic based on product’s profitability.

Research Question

This is organized by the marketing plan that has a psychology associated with the target market. The orientation will account on the marketing segments if there would be a possibility to make a differentiation on product base, features and its determined competitors (Kursunluoglu, 2014). The four factors of marketing that are price, product, place and promotion would make a potential benefit to access customer service through the target market.

It would be assertive if the marketing strategies do not evolve the right base of product’s line (Miremadi & Mohajerani, 2013). Ideally, it is initiated during the growth phase that proper audience would build a stable supply chain, brand loyalty and distribution channels to most customers. Thus, the marketing chain should shift its focus by aligning distribution channels to the cooperative advertising process and other online promotions.

It would be effective if the market strategy takes benefit from its prominent customers but in turn, they must also give a better service (Singla, 2012). However, it would be efficient if the marketing team would focus on producing products with a low rate. Thus, it is evident that quality of product will be determined upon its price, style and durability.

It would be persistent if there would be a data-driven representation of products. Therefore, the researcher has taken customer value model (CVM) to deduce a relation on customer loyalty. CVM are used primarily in B2B markets where a choice is given regarding the product or the service (Ren Shuxia, 2012). Moreover, customer value is defined in terms of a benefit that is reduced through price. Hence, customer benefits are determined through product features and capabilities of customer. Customer value model is dependent on two areas that are:

It is developed that customer immersion is a major part that will determine the product’s featrure. However, there would be a functional area for creating value among most customers. Thus, the on-site interaction would be used to frame the features of products differentially (Tang Saili, 2012). Moreover, successful CVM efforts would change the basis of customer to supplier on product immersion. It would also form benefits to make functionality towards the problem associated with customer base.

CVM would serve as a major tool to form values and benefits what customer want from its staff. It would also make a validation for creating growth to the current customers. However, it serves as a major platform for retaining the current customers and determining a way to make a position for its cost and promotion (Brooks, Lovett & Creek, 2013).

Research Objectives

Moreover, the researcher has analyzed a problem that would make ability through customer interaction and on-site previews. This problem would be beneficial if observations are made for evaluating customer problems and other consulting firms. Moreover, there may be a way to make a clear connection between customer’s bottom line and other product benefits (Dencic-Mihajlov, 2013).

Figure 1: Customer Value model

(Source: Kursunluoglu, 2014)

In this study, the researcher has assumed various methodologies to make an empirical part in this research. This will also explain theories and concepts from the outline of this research. Moreover, the researcher will draw an outline through research approach, research strategies, research designs, etc. In addition, the integral part of researcher would be to analyze data analysis and data collection method relatively (Sullivan, 2014). Thus, the researcher will also incorporate a time horizon to make the foundation of research successful.

The researcher has taken various techniques and ideas to make an outline of this research. This will fulfill the goals and objectives of this research ideally. To get a better variation from this confronting topic, the researcher has taken research paradigm to understand and make an analytical review with proper base and assistance. It is seen in this research that an authentic observation is provided to make a good understanding of this topic. However, there are four types of research philosophy (Salaberry & Comajoan, 2013). These are Positivism, Post-positivism, Realism, and Interpretivism. In this study, the researcher has chosen Positivism research philosophy for making a justification in this research. However, the researcher has chosen Positivism philosophy because the researcher did not have enough time and low budget made to choose this philosophy (Rostron, 2013). This philosophy will help the researcher for better understanding and it is observed that the main area of Positivism philosophy has the ability to minimize the possible errors. It will also gather effective information to validate the research successfully. Now, the researcher has made possible variation from this research by gaining a factual knowledge. Thus, this will present the variation of data and other activities from the concerned topic (Popping, 2012).

The study will correlate about the assistance provided by the researcher to conduct Research approach. This comprises of inductive and deductive phenomena. In this research, the researcher has chosen deductive research approach to make an outline through accumulating data and participation through specific variables and corresponding data (Love, 2012). It also illustrates by use of theories and models in an effective manner. On the other side of this research, inductive research approach is concerned by generating theories and models for good evaluation of data. Hence, for better understanding in this topic, the researcher has made a justification to deduce a relation for completing the research in that given time (Juan & Huang, 2012). However, this will also make a general perspective with the help of scientific evaluation and by drawing critical theories.

Literature Review

Research design will provide an opportunity for the researcher to make the topic evident in an elaborative manner. Research design mainly includes of four types (Jagodzinski & Wallin, 2013). These are Explanatory, Exploratory, Correlation and Descriptive research design. In this study, the researcher has taken descriptive research design to analyze the topic by giving an authentic explanation through various angles and other perceptions. Regarding the topic, it is evident that other designs have also a very important part to play. Explanatory research design is involved by active participation to answer the questions of the research successfully. It will also solve the problem associated with this research by knowing the outcome (Hantrais, 2014). On the other hand, exploratory research design will focus on the orientation of this research that could not be identified in an appropriate manner. Hence, descriptive research design would allow the researcher to gather primary and secondary variables of this research effectively (Goodson, Loveless & Stephens, 2012).

Research strategy would also provide an outline by analyzing how the researcher will carry out his entire work throughout the process. Research strategy is conducted by various interviews, surveys, case studies, analysis and other areas. This strategy would make good efficiency by following guidelines of this research and demonstrating it through an analytical venture. It is observed in this study that proper evaluation of data is an important aspect to assess information effectively. However, the general perspective of this research would be suitable to justify the position of this research for better understanding (Fram, 2014). In this study, the researcher has selected surveys and interviews that would help to gather information periodically. It would also focus on the orientation of this research qualitatively by assess to opinions, beliefs and a thinking perception. Hence, this will make reliability in this research by gaining a position with the help of preferable ideas.

It is observed from various case studies that the outlook of research will give a clear understanding through a frequent basis. The survey procedure will allow the researcher for gathering valuable information to make a viewpoint of this research. This will be analyzed through a statistical format. Now, to provide a justification in this research, the researcher has conducted interviews for improving the quality of this research in an effective manner. Moreover, the researcher has taken questionnaire forms to make an application criterion to assess valuable information from the analyzed topic (Fiorito, Scheall & Suprinyak, 2015). It is more or less seen that researcher did not focus on the groups because it did not provide effective information that is based on quality. Hence, the perception of this research would make a good relevance of the topic because of good validity.

Marketing Strategic Theory

The knowledge researcher has provided from the very beginning is to analyze variation of data in an effective manner. It is seen that data collection method comprises mainly of two types. It evolves as primary and secondary data collection method. The primary data collection method is assessed by involving major respondents (Chandra & Sharma, 2013). It generally includes quantitative and qualitative data collection method whereas the secondary data collection method would be assessed by collecting information through various journals, books, websites, magazines, newspapers and other references. In this research, the researcher has taken primary data collection method to observe the research analytically with the help of major respondents. As it is depicted that primary data collection method comprises of quantitative and qualitative data collection methods. Thus, the researcher would make a consideration in this study with the help of probability sampling techniques for quantitative and non-probability sampling method for qualitative method (Biddle & Emmett, 2013). It is seen that quantitative data analysis would be observed for better understanding in this topic by making various questions under a statistical format. The quantitative research method would be analyzed by making graphs, pie charts and tables among the major customers and giving them a variety of choices to choose. Moreover, qualitative data analysis is performed with proper evaluation and it is done through by taking managers by asking them relevant questions.

To make a foundation of this research, the researcher has defined the target population with the help of suitable goals and objectives. Generally, sampling methods are of two types. It includes Probability and non-probability sampling method. Probability sampling method is done through random sampling in an effective manner whereas non-probability sampling method is included more appropriately and in a fragile way (Barbour, 2013). In this research, the researcher has chosen probability-sampling method because it has a good advantage by minimizing the errors that will be calculated.

Sample size is defined as the number of respondents, which would help for execution of data in the research study in a successful way. In this research, the researcher has taken 55 customers by assessing marketing theory on customer loyalty and 4 managers, which would help to perform data analysis by conducting interviews and surveys qualitatively (Alvesson & Sandberg, 2013).

This is a way to inspect information by transforming data with the help of suitable recommendations (Al, 2013). Data analysis supports multiple approaches and facts by interpreting information through a suitable domain. It is observed that an analytical data would be performed by citing information from the major users. This could make an interpretation by answering questions and by making a suitable hypothesis in this research. However, the data would be used for specifying variable population that includes sex, age, income, gender, caste, etc. In addition, the analytical areas would interpret information based on the regression values and characteristics of the random distribution curve (Biddle & Emmett, 2013).

Reliability of the research is defined as the degree that produces successful results and assessments. It is administered with a group of individuals, which performs critical thinking ability and decision-making process (Fram, 2014). Validity produces experimental results that have a scientific method to analyze the sample groups with the help of successful results.

List of activities	Week 1-3	Week 3-6	Week 6-9	Week 9-12	Week 12- 15	Week 15-18	Week 18-21
Selection	ü
Secondary data collection	ü	ü
Literature review		ü	ü
Primary data collection		ü	ü	ü
Data analysis and interpretation				ü	ü
Research methodology				ü	ü	ü
Suitable recommendations and conclusions						ü	ü
Formatting							ü
Final submission							ü

Table 1: Gantt chart

The researcher has formed various characteristics on implementation and design policies of this research. This will highlight the research by making suggestions regarding a problem that are as follows:

Errors will be placed if descriptions are not stated clearly.

Pre-existing data will help to conduct the research by making various questionnaires, surveys and interviews

Selective memory and attributes will help to access information from various documents and other areas of research (Goodson, Loveless & Stephens, 2012).

The researcher has made variable contribution in the research that would initialize during the course work. It would also interpret information that would persist to make an application related to gather data conveniently. However, the major respondents would help to make a suitable conclusion during the course work through active participation. It enhances that major respondents would set an application criteria in this research to make a proper validity in this research (Juan & Huang, 2012). However, the researcher would impose a criterion to make proper rules and regulations for implementing Data Protection Act in a successful way. It also regulates that there would be no involvement of any external force regarding the research study.

Reference List

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