Online Marketing Strategy

Brandy and Cronin (2001) introduced their own dimensions of service quality which are 1.) service environment, 2.) customer-employee interaction, and 3.) service outcome. These dimensions are considered the sources of quality of a service. Different dimensions of service quality have been introduced and accepted in past researches and studies but the 5 dimensions of Zeithaml et al., (1988) were proved to be the most reliable and credible. One of the most important strategies service providers can use to position themselves effectively in a competitive environment, and to distinguish themselves from competitors, is to provide and improve service quality to ensure the customer satisfaction (Cronin & Taylor,

There are several factors which influence adequate service. These elements are perceived service alternatives, situational factors, and predicted service.

The dimensions of service quality are listed in the text as reliability, responsiveness, assurance, empathy, and tangible.

What is the product offered by the Daytona International Speedway and the Daytona 500? How does the Daytona 500 create and deliver customer satisfaction through the five types of utility?

The key to ensuring good quality service is meeting or exceeding what the customers expect from services. Judgements of high and low quality depend on how customers the actual service performance in the context of what they expected. Service quality, as perceived by the customers, can be defined as the extent of discrepancy but customers’ expectations or desires and their

In an increasingly competitive globalized marketplace, e-businesses of all types and sizes are scrambling to identify an appropriate niche to grow their companies in sustainable ways. One company that has demonstrated a flair for succeeding where others have failed is Stupid.com, an e-business specializing in seasonal and specialty gift items with a zany touch for all occasions. Although most of the products offered by this e-business are modest in price, some of them (such as a full-size electric chair replica) can cost thousands of dollars. To determine how Stupid.com has thrived in the competitive environment in which it competes, this paper provides a review of the relevant peer-reviewed and scholarly literature concerning best online marketing practices in general and an analysis of Stupid.com's online marketing practices in particular. A summary of the research and important findings concerning Stupid.com is provided in the conclusion.

To verify the validity of SERVQUAL model in the assessment of service quality, Zeithaml et al (2006, p. 106-107), said that “service quality is a precise assessment that demonstrates the customer’s perception of reliability, responsiveness, assurance, empathy and tangibility”. Furthermore, they said that “of all the stated dimensions, “reliability” is consistently shown to be the most significant in terms of service quality”.

1. The five types of customer needs are: Stated needs, Real needs, Unstated needs, Delight needs and Secret needs. Define each and give an example for each.

Reaching the right people at the right time with the right message is a key goal of online marketing, especially in the increasingly competitive marketplace of healthcare systems (Healthcare Systems, 2014). In order to market your product or service, it is imperative that you tailor your marketing and sales efforts to specifically reach the segment of population that will most likely buy your product or service (MaGee, 2017). It is critical that you first determine or clearly identify your primary market. Unless and until you know your customers, you can’t meet their needs, desires, what they want, where they live and what they can afford.

Web analytics is the objective tracking, collection, measurement, reporting, and analysis of quantitative Internet data to optimize websites and web marketing initiatives.

Online marketing has grown into one of the most popular marketing channels in the world today. Many organizations, from the smallest SMEs to the largest sized firms have implemented or are in the process of implementing online marketing strategies. However, there is still a large number of organizations that despite the recent trends, have not adapted or fully embraced the online marketing trend. The purpose of this study is to investigate the various trends in the implementation of online marketing strategies, and the reasons why some companies have not embraced the online marketing trend. This paper will examine the importance of adding online marketing strategy to one’s marketing and corporation budget. It will also review the pros and cons of social networking when used as a marketing tool. This paper analyses the web presence of five companies, and afterwards conducts interviews with employees to look at the reasons for the varying online presence. The findings show that generally, companies are on the way to embracing online marketing. The variations come as a result of the nature of the employees and the attitudes of top management on online marketing.

Generally speaking, the perceived service quality is a subjective term that captures the overall superiority of a product comparing with other products that satisfy the similar needs (Holbrook & Corfman, 1985). Sometimes, service quality interchanges with overall attitude whose definition is “a learned predisposition to respond to an object in a consistently favorable or unfavorable way” (Allport, 1935), and they are perceived as two similar terms to some researchers (Bitner, 1990; Zeithaml et al., 1988). Actually, either definition captures the subjective element in service quality. In the late 1980s and the early 1990s, some researchers argued that perceived service quality is based on the expectations and the actual service delivery (Boulding, Kalra, Staelin, & Zeithaml, 1993; Parasuraman et al., 1985), similar to the gap model in the customer satisfaction area (Olive, 1980). Specifically, expectations are customers’ subjective beliefs of the likely outcomes that a service provides (Oliver & Winer, 1987) while the actual service delivery is the objective factors that a service really provides (Boulding et al., 1993). The subjective nature of expectation and the subjective process in evaluating actual service delivery determine that service quality is a subjective term. Therefore, because of the heterogeneity (Edgett and Parkinson, 1993; Zeithaml et al., 1985), perceive service quality is difficult to improve with traditional quality control in service industry. In this

Sureshchandra, Rajendran and Anantharaman (2002) identified five critical aspects of service quality from the customers point of view namely core service/service product, human element of service delivery, systematisation of service delivery, tangibles of service and lastly social responsibility in order to conceptualise service quality. Table 1 will further provide an explanation to the five critical aspects of service quality as outlined by Sureshchandra et al (2002).

Due to the intangibility of service quality, it is very difficult for a firm to know whether the consumers satisfy their service or not. Although it is difficult to measure service quality, it is still a development of a multiple-item scale for measuring service quality which is called SERVQUAL (Parasuraman et al. 1988). The SERVQUAL was developed originally based on the 10 potentially dimensions which revealed by Parasuraman et al. (1985) as access, courtesy, communication, tangibles, understanding/knowing the customer, responsiveness, reliability, security, competence, and credibility. But the final dimensions of the SERVQUAL are only five, tangibles, reliability, responsiveness, assurance, empathy (Parasuraman et al. 1988). As the five dimensions have some relationship with the difficult of measuring service quality. First one is the tangibles which include the physical facilities, equipment and appearance of personnel that will affect the service quality by the external environment. Reliability and the other three dimensions are all the internal effects which relate to the service producer him or herself. These four dimensions are more difficult to control than the external one which is tangibles. Both of the expectations of the consumer to the service and perceptions of the provider’s performance can be assessed by the SERVQUAL method (McAlexander

As internet search developed, online shopping has gained its popularity significantly. Thanks to the internet, consumers are now able to get accurate information on products and services easily, without even having to leave home. Internet has played an important role in both searching and purchasing goods. In this essay I would like to discuss the impact of internet to markets in theory, and what happens in the real world.