envelopment analysis, the authors provide empirical evidence for the marketing link to firm value. Firstly, the results in the first stage confirm the impact of marketing assets on short-term performance. Secondly, the marketing efficiency shows that there are firms that have better abilities to maximize results in terms of marketing activities. Finally, some future research lines were considered. Keywords: Advertising, Brand Equity, Customer Satisfaction, Data Envelopment Analysis, Marketing
(CRM) as a reputable asset to the core function of their organisation. A considerable discussion on impact of behaviour of customer in performance of business of literature of marketing has been outlined (Heskett et al., 1994; Nelson et al., 1992; Rust and Zahorik, 1991; Storbacka et al., 1994). On the contrary, much may have not been discussed on work of empirical that has to do with satisfaction of customer, loyalty and retention, on the premises of attributes of quality of Service. Chain of service
the direction of the relationship has not been clearly established. That is, if customer satisfaction leads to perceived service quality (Bitner 1990; Parasuraman et al 1988) or perceived service quality leads to customer satisfaction (Anderson and Sullivan 1993; Cronin & Taylor 1992; Oliver 1993; Taylor And Baker 1994; Woodside et al 1989). The research conceptual model favors the customer satisfaction leads to service quality argument. Thus, it is pertinent at this point to test the statistical significance
new employees has already been expended. Studies have also investigated employee’s reason to stay. The work of Eskilden and Nussler, 2000, suggested that organisations are struggling to retain talented employees. The work of Anderson and Sullivan, 1993 and Rust and Zahorik, 1993, suggest there is a link between employee satisfaction and customer satisfaction. Therefore high satisfaction is associated with both customers and employees. Employees who are satisfied have higher intentions of persisting
years. 1.2 OBJECTIVES OF THE STUDY 1.2.1 GENERAL OBJECTIVES The purpose of this study was to analyse the level of customers’ satisfaction at Martin Motel, Kampala, Uganda. This analysis would be made by assessing customers’ opinion through a well designed questionnaire. Considering the results of this analysis, the study will try to suggest the strategy for achieving a desirable customers’ satisfaction in the light of new marketing approaches. 1.2.2 SPECIFIC OBJECTIVES The specific objectives
research has shown that one 's emotions have an influence on behavior, and that one responds to an event in certain ways to maintain positive emotions (i.e. happiness) and to avoid negative emotions (i.e. depression) (Strauss and Neuhaus, 1997). Oliver, Rust, and Varki (1997) found that positive emotion led to higher levels of customer satisfaction and increased repurchase intentions. On the other hand, Andreasen (1999) found that initial negative emotion caused by a service failure results in customer
to the definitions of customer expectation, price, brand, and service quality. This section reviews identified factors which may affect the customer satisfaction and loyalty. Section 4 Applying in airline industry It provides the findings and analysis related to the literature review in Section 2, and how it interpret to the airline industry. This section explains the results which related to the relationship between service quality, satisfaction and loyalty. Section 5 Conclusion It draws
Warwick, Coventry, UK Introduction There appear to be five major debates taking place in the service quality area. One debate concerns the similarities and differences between the constructs of service quality and satisfaction (see e.g. Anderson and Sullivan, 1993; Bolton and Drew, 1991; Cronin and Taylor, 1992, 1994; Oliver, 1993; Parasuraman et al., 1988; Taylor, 1993; Zeithaml et al., 1993). There appears to be a consensus emerging that satisfaction refers to the outcome of individual service transactions
driven by a need to outperform its competitors. The Strategic 3 C‘s (Ohmae) 1. CUSTOMERS 2. CORPORATION 3. COMPETITORS • Value • Segments • Product/Service Increasing Capacity • Multiple Markets • Target • Differentiation Page 14 Strategic Analysis Tools • Brainstorming, Directional Policy Matrix, Scenario Planning, internal & external environment influencing factors, Mackenzie 7S, financial performance evaluation, BCG and SWOT. • Nokia is marketing its products as Music/Video players that
consideration of factors relevant to strategy-based human resource investment decisions. Factors to be discussed include the organization’s managerial values, risk and return trade-offs, the economic rationale for investments in training, the investment analysis approach of utility theory, and outsourcing as an alternative to investments in human resources. Following the discussion of these factors, specific investments in strategy-related training and development will be considered. This discussion will