Category: Customer

The research work is about online social media marketing and customer purchase intention. Marketing had much importance. Advertiser companies prefer social media. It is considered an important variable in global business. Findings show that there is a positive relationship between social media marketing and customer purchase intention.

Chapter 1:

1.1 Introduction of Project

This study deals with the impact of Social Media Marketing on Customer’s purchase intention of Qarshi Refreshing Syrups. It will check social media marketing and customer purchase intention. There are two variables. Social media marketing is an independent variable while customer purchase intention is the dependent variable. This study will check the relationship between these two variables in the case of Qarshi products.

With the advent of the Internet, social media marketing has got much attention. Now the old and traditional way of advertising has changed. Traditional methods of marketing like TV, Radio, Print Media, etc have lost their importance. People are more involved in social media more time due to the increase in usage of the Internet.

Customer purchase intention can be defined as the preference of consumers to buy the product or service. The evidence shows that the consumer does not purchase the product on the first advertisement or after evaluation. There are many factors that affect the consumer’s intention or decision of the customer to purchase the product. It is observed that decision depends on large external factors and consumers’ intentions (Mohr, L. A., & Webb, 2005).

Social media marketing and customer purchase intention have a great relationship. In social media marketing, users share reviews with their friends and relatives by the use of mobile applications. Hence, social media marketing never stops. It causes to develop the purchasing intention to users. As a result of this spreading message, It covers a vast area but is not limited to one person (Yan and Zhou, 2011)

1.2 Background of the Project

There are two variables in this study. Social media marketing and customer purchase intention.

Now the internet is making progress. value of customers and retailers is increased by using social media marketing. Social media marketing has appeared as a new tool. It is one of the important tools of digital marketing. There are many things that come to our mind are Facebook, Twitter, Instagram and similar social networks that are used online and virtual platforms like websites. (Armstrong, G., Kotler, P., Harker, M., & Brennan, 2015). )

Social media has a great role to change customer purchase intention. Internet technologies has changed the way of communication in both personal and professional life. It has also affected the purchase intention of the customers (Mahalaxmi, K. R., &Ranjith, 2016)

There is much influence of social media marketing with the consumer intention to purchase. The influence of social media marketing on the intentions of the consumer towards the brand and the product is very strong. There is a good relationship of social media marketing and customer purchase intention. (Makinean, 2013)

Purchase intention shows that there is the promise of the customer to himself/herself. The customer will be busy same product again. It is the measurement of customer retention for the same product( Halim & Hameed, 2014)

1.3 Objectives of the Project

To determine the impact of social media marketing on customer purchase intention of Qarshi Refreshing syrups.

1.4 Significance

This research work can provide many outcomes. This research work can help to readers/companies in social media marketing. They will be able to understand from the research how time changes customers’ mindset against social media marketing. This study will help to make a new marketing policy for promoting the products. It will also increase the purchase intention of the company’s customers. This research work will provide knowledge about the marketing strategies of the companies. It will help in the enhancement of their businesses. This research work will help to identify the advantages as well as disadvantages of social media marketing. Readers can understand social media’s importance easily.

Chapter No 2:

Literature Review

Good knowledge of the quality and quantity of information on online sites is essential for the sale of the products. Purchase intention depicts the marketer what the consumer wants to buy. The intention is the buyer’s forecast for any company (SHANSI, H. 2008).

Social media marketing has now become the most usable and fast method in terms of marketing and advertising as it has transformed the ways of advertising. New opportunities for the brand’s retailer and brands are created by it (Yousif, 2012)

• Theoretical Frame Work
• Independent Variable Dependent Variable

Hypotheses:

1. H1: There is a positive and significant impact of social media marketing on consumers’ purchase intention of Qarshi Refreshing Syrups.
2. H0: There is no positive or significant impact of social media marketing on consumers’ purchase intention of Qarshi Refreshing Syrups.

Chapter No 3:

Research Methodology

3.1 Type of Research

The research type was quantitative. Questionnaires were used to collect the data from the population selected.

3.2 Data Collection Sources:

• A) Primary sources:

A primary source is the user’s Qarshi Refreshing syrups through Social Media.

• B) Secondary sources

A secondary source is the internet, web, previous research, and previous reports.

3.3 Data Collection Tools/Instruments

Questionnaires were used as a data collection tool.

3.4 Subjects/Participants:

• The population was the age of 20 to 40 years old.
• Both males and females.

3.4.1 Sample Size:

The sample size comprised of 100 customers.

3.4.2 Sampling Technique:

A convenience sampling technique was used.

3.5 Fieldwork/Data Collection:

Data was collected by field study.

Data Quality Assurance:

1. Questions were asked about the use of Social Media through questionnaires.
2. Self-created data was entered.
3. Rechecking and proofreading was checked.

3.6 Data Processing and Analysis:

Simple linear regression was used for data processing, analysis, and interpretation.

Chapter no 4

Regression analysis

• Model Summary

Model R R Square Adjusted R Square Std. The error of the Estimate

1. 1 .950a .903 .902 8.15212

• a. Predictors: (Constant), SM

This table provides the R and R2 values. The R-value represents the simple correlation and is 0.950 (the ‘R’ Column), which indicates a high degree of correlation. The R2 value (the ‘R Square’ column) indicates how much of the total variation in the dependent variable, customer purchase intention, can be explained by the independent variable, social media marketing. In this case, 90.3% can be explained, which is very large.

4.1) Summary

With the advent of the Internet, social media marketing has got much attention. Now the old and traditional way of advertising has changed. Traditional methods of marketing like TV, Radio, Print Media, etc have lost their importance. People are more involved in social media more time due to the increase in usage of the Internet.

Regression analysis shows that there is a positive association between social media marketing and customer purchase intention.

Chapter no 5

Conclusion, Recommendation & Limitation

Conclusion:

The purpose of this research was to explain when, why, and how social media marketing has an impact on consumer purchase intention of Qarshi’s refreshing syrup. Research questions were narrated to narrow down the objective of the study and to help the researcher to identify the explanations of the issue. We collect the data from surveys by using a questionnaire tool. The result shows that there is a positive relationship between SMM and CPI hence hypothesis 1 (H1): There is a positive and significant impact of social media marketing on consumers’ purchase intention of Qarshi Refreshing Syrups. Has been proved. As the firms increase their spending on marketing on social media. The profitability of the firms was also enhanced. It provides benefits to the firms in the long run by increasing sales and profits. SMM assists firms to gain a competitive edge and enhance their profitability of companies. The result shows the positive relationship between social media marketing and customer purchase intention.

Recommendation:

• This research was not related to other social media tools like Imo, and Pinterest. Yahoo, google plus, Twitter, Instagram, etc
• The researcher recommends future research to investigate various online media for their effectiveness in promoting the existence of e-commerce or other types of online business.
• The evaluation of this research can be linked to consumers’ purchase decision-making based on their purchase intention.
• With more comprehensive research, future research can expand to other research objects (other than e-commerce) and apply models to local startup business performance in developing countries.

Limitation:

There was limited time, limited money, and limited sample size.

References

1. Armstrong, A. (1997). [BOOK REVIEW] Net gain, expanding markets through virtual communities. Economist, 343, supp-11.
2. Weber, L. 2009. Marketing to the Social Web: How digital customer communities build your business. John Wiley and Sons.
3. http://no1pdf.com/aims-and-objectives-of-the-project-on-Social Media
4. http://shodhganga.inflibnet.ac.in/bitstream/10603/10144/9/09_chapter%201.pdf
5. http://www.studymode.com/subjects/objectives-of-Social Media-page1.html
6. https://cashcofinancial.com/2016/01/the-history-of-Social Media/
7. https://s3.amazonaws.com/academia.edu.documents/50672704/The_Impact_of_Social_Media_Marketing_on_20161202-26122
8. https://www.slideshare.net/pagalahaha/43888714-plasticmoneyfullproject

Introduction

Strategic analysis is the way of conducting research on a company and its operational environment including internal and external factors that influence the company’s ongoing situation to create a strategy. Data becomes the key competitive advantage nowadays. Managers of an organization use this data to know about the competitor’s strengths and weaknesses. Data collection is not only important to operate the business but it also leads the company to develop a unique data strategy that helps them to maintain and maximize the wealth and value of their company. (Marr, 2019)

Mcdonald’s Corporation is one of the largest American fast food chain corporations in the world recognized for its hamburgers. Mcdonald’s Corporation uses the growth strategy to find a way to globalize more their business and create more value for all stakeholders. Mcdonald’s also uses this strategy to meet customers’ expectations. Through globalization, Mcdonald’s creates opportunities for unemployed people, as it is known to be the second largest private employer and consists of 1.5 million employees across the world. (www.britannica.com, 2018)

Business Strategy concerning Customers

An organization’s main competencies ought to be targeted on how to meet customer expectations and need to attain more profit and this will be done through business-level strategy. Business level strategy refers to a decision made by the organization to value customer needs and expectations and how to increase competitive advantage in the market by offering new products and services to the customers. (Starr, 1999)

For example, McDonald’s business strategy develops a mixture of cost leadership and worldwide business expansion strategies. Furthermore, McDonald’s products and services standards are of high quality all over the world. Moreover, Mcdonald’s takes into consideration the local taste while preparing its menu to attract customers along with its high-quality standards, which is very important. Mcdonald’s added Mac Arabia to its menu only in Arab countries such as Kuwait, KSA, Qatar, etc. Moreover, Mcdonald’s has a competitive advantage over other restaurants due to its low cost of burgers of high quality. (Dudovskiy, 2016)

Mcdonald’s is also focusing on a digital marketing strategy to target young customers by advertising on Facebook, Twitter, etc. Mcdonald’s has also launched its application to target audiences by offering discounts and free meals.

Corporate Strategy concerning Customers

Mcdonald’s has adopted a market expansion strategy to expand its business in increasing economies especially in Asian countries. The golden arches of McDonalds has set their visions on searching Asian markets. Although Asian countries have many other fast food restaurants as fast as Mcdonald’s do. It is often seen that McDonalds uses the strategy of Franchising and licensing to form a new market worldwide. Today, there are more than 80% franchises of McDonalds all over the world. Moreover, Mcdonald’s uses an adaptation strategy as wherever they expand their business every country has their own rules and regulation. For example, in Russia Mcdonald’s has to purchase the meat in particular way according to Russian rules. (mcdonalds600.weebly.com, 2013)

Environmental analysis of McDonald’s

Environmental analysis is a strategic tool that businesses used to find all internal and external components that can affect the business performance in the future. Many tools are used by businesses to find out the internal and external factors. The organization does not have any control over these factors moreover, the organization can be unsuccessful if a company fails to block these factors. The most common tool that businesses used is known as PESTLE. PESTLE stands for Political, Economic, Social, Technological, Legal, and environmental factors. (PESTLE analysis Contributor, 2015)

Political Factor

In countries where Mcdonald’s operates, it is very important for McDonald’s to accept the political rules and regulations if not then it would result in the shutdown of the business. The government pressurizes Mcdonald’s as they have a high amount of sodium and sugar in their meals, which leads to cause serious health problems such as high heart disease, high blood pressure, and diabetes.

Economic Factor

Mcdonald’s plays a significant role in helping the economy of the United States by providing job opportunities to the people. It is a great chance for youths to work part-time. McDonald’s also has its negative side that it pays low salaries to its employees without overtime to make a high-profit margin due to this it lost its employees. (nhdbbt.weebly.com, 2018)

Social Factor

Mcdonald’s has many social impacts on society because of the food they offer to the community. Their food is high in fats and lacks vitamins and fiber. Moreover, they are using domestically produced raw materials to turn into the local restaurants of an international chain. (nhdbbt.weebly.com, 2018)

Technological Factor

Mcdonald’s has adopted all the changes to make its service better and faster. The main technology Mcdonald’s has recently adopted is a digital ordering platform that allows customers to order on a digital touch screen system which has led to reducing certain amount of time, which is used in waiting in lines to order a meal. (GREENSPAN, 2018)

Legal Factor

Legal issues can have a major impact on the business that how successful it can be. If the laws are strict then it can affect business growth, on the other hand, if laws are not strict then it might allow the business to make more profit. In the UK as per employment rights, McDonald’s offers zero-hour contracts that allow employees the opportunity of moving to stable hours. (Ruddick, 2016)

Environmental Factor

McDonald’s is one of the biggest garbage producers of the garbage in the world like other fast restaurants but McDonald’s is trying their best to reduce garbage by implementing new ideas such as they have started recycling programs and packaging programs. (corporate.mcdonalds.com, 2019)

Developing a strategy plan on social factor for McDonalds

According to the environmental analysis as discussed above, it is highly recommended for Mcdonald’s to implement the below strategic plan taking into consideration the social factor.

Strategic Plan on Customers and Social Factor

The social factor is focused on customers as we have discussed above. Mcdonald’s can use the strategy of adding new cold beverages like mojitos and new burgers with new sauces on the menu for the customers who would like to have meals on a weekly or monthly basis. Mcdonald’s is also using the strategy of giving discounts or free meals on their Mcdonald’s application it has also helped the corporation to increase its sales. The strategy of McDonald’s of acquiring local communities’ tastes wherever McDonald’s franchises are is the best way to attract customers towards themselves in India McDonald’s added the local taste burgers with local names, for example, McAloo tikki Burger, Mcveggie burger and chatpata naan kebab, etc.

McDonald’s Mission

McDonald’s mission statement is “to be our customer’s favorite place and way to eat and drink”. By reviewing the mission statement of Mcdonald’s it is clearly stated that McDonald’s is focusing on customer satisfaction, as they are the main reason to influence McDonald’s to change their decisions. Due to this reason, Mcdonald’s modify its menu as per customers’ expectations. McDonalds modifies its mission statement to react to changes in the international food industry. McDonalds considers its mission statement as important policy and strategic management tool for nonstop development. (MEYER, 2019)

Marketing Mix Strategy

As per (John, 2014) Strategic direction is a plan that an organisation follows to achieve their organizational goals. McDonald’s strategic plan is known as “Plan to win”. To achieve the plan Mcdonald’s is trying to apply 5 P’s known as the marketing mix which is as follows:

· People

People is the main factor for McDonald’s because they are the one who purchases their products which leads to increased sales of McDonald’s If customers are satisfied with the product then it will be a Boom for McDonald’s. Furthermore, Mcdonald’s uses strategies to meet customer expectations.

· Product

Products are the main factor of Mcdonald’s brand and corporate image and it is recognized all over the world due to its hamburgers. Mcdonald’s provides hamburgers and sandwiches, chicken and fish, salads, beverages, breakfast and McCafe, etc. The company adapts the strategy of local taste in making menu and they are updating their menus according to customers demand to meet their expectations.

For example, In United Stated they add Beef in their hamburgers whereas in India they are adding chicken and vegetarian products. (codes, 2018)

· Place

The place plays an important role in the fast food chain restaurant. Mcdonald’s has set up its franchises and self-owned restaurants in places where customers can easily access and enjoy their meals in an entertaining environment. Moreover, their Franchises and restaurants are located at the places where they can initiate more profit such as malls, airports, entertainments parks.

· Price

The price element of the marketing mix refers to the price of products. Mcdonald’s aims to use prices that can cover the cost and generates profits. McDonalds uses two types of pricing strategy.

Bundle pricing strategy and psychological pricing strategy

In Bundle Pricing strategy, McDonalds offers combo products with discounted rates as compared to purchase each item separately. For example happy meals and extra value meal to raise the cost and value. Whereas psychological pricing strategy refers to Mcdonald’s using prices that look more affordable such as 0.99 Dollars instead of rounding off the figure to 1 Dollar. This pricing strategy helps the customers to purchase more products. (MEYER, 2018)

· Promotion

The fourth element of the marketing mix is a promotion that discusses the platform that McDonald’s uses to communicate with its customers to aware them of McDonald’s new offers and products. The platform McDonalds use to communicate with its customer are direct marketing, billboard advertisement, sales promotion and TV advertisements. (MEYER, 2018)

Objectives

In a corporation where there is any number of people working each one has their own way of thinking due to which organisation sets their objectives so everyone could work on a plan to achieve the objective. Objectives assists the businesses to develop. It can use as a standards or plan. (Cram.com, 2008)

McDonald’s main objective is to give 100% and to provide quality food to the customers. It struggles day by day and bring changes in the menu to meet customers’ expectations. To achieve this objective they are using “Plan to win” strategy, which has discussed above.

Key Performance Indicators (KPIs)

Key performance indicator measures the value that explains how a business is achieving its main objectives. Some businesses use KPI’s at some levels to assess their success in achieving objectives. The focus of High-level KPI’s is on the performance of whole business whereas the focus of low level KPI’s is on the specific departments progress such as sales, HR or marketing department etc. (Wille, 2019)

Key performance Indicators for our customer satisfaction plan can be

1. Improve Customer Satisfaction

McDonalds should organise customer service communities to know about how customers thinks about McDonalds staff. It is also required for McDonald to keep daily meetings with team leaders to explain them more about working on customer satisfaction.

2. Improve overall sales

All employees should be aware by McDonald’s mission and objectives and sell what customers want. They should take feedback from customers to act according to their needs. If Mcdonald’s come to know what customers want so it can work on it and cut the production cost to improve and increase sales.

3. Improve Brand Image

Brand Image is not only about McDonald’s logo it needs to do a value check and organize a high-profile event to get known globally although it is a global brand fast food chain restaurant it is a food restaurant that people should be aware that it is not harmful and have the FDA approved quality products.

4. Improve staff skills

Mcdonald’s has to conduct a training session every 3 months to train its staff with new skills and prepare them to adapt to new technology rapidly. Therefore, Mcdonald’s can achieve its target easily and can serve the food with fast service and good quality.

Strategic Control and evaluation of a plan for McDonald’s

Strategic control refers to a process controlling the establishment and implementation of strategic plan. Strategic control is different from all other forms of management control. Strategic control is the process to check and making sure that the process carried out has the required impact on the organization. (2GC active management, 2019)

As we have discussed above the strategic plan is to introduce new drinks like Mojitos and new burgers with new sauces on the menu. The management has to organize a meeting to discuss the plan with concerned authorities like Managers who will work on the plan and make the employees work hard and achieve the goals.

McDonald’s has also introduced a new electronic machine to order food in Kuwait without standing in a long queue and it also implemented the kiosk payment system that has helped a lot of the customers to make a payment without cash in hand.

Stakeholders are the ones who have an interest in the organization’s decisions. They can influence the organization to change their decision or they can be influenced by the organization’s decision. Internal stakeholders are the Board of Directors and managers. Whereas external stakeholders are Government and customers. (CHEN, 2019).

As per (Mimar, 2015) there are main four elements to evaluate the plan

1. Financial perspective. Financial data is analysed by reviewing our sales and expenditures. For example, we have developed a plan of introducing new burgers with new sauces and mojitos. After introducing McDonalds have to check their sales of new burgers is it successful or not. If it is successful, it can introduce more burger but if it is not successful, it is better to take the burger out of menu to make stable their brand reputation.
2. Customer perspective Customer feedback is very important for McDonalds to know about its product. For example, the prices of new burgers and mojitos are affordable for the customers and they are available for the customers whenever they need. The feedback of customers can be collected by the surveys.
3. Learning and growth
4. Internal process perspective

References

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3. CHEN, J., 2019. Stakeholder. [Online] Available at: https://www.investopedia.com/terms/s/stakeholder.asp [Accessed 7 August 2019].
4. Codes, h. o., 2018. Marketing Mix of McDonald’s | 4Ps of Marketing Mix of Mcdonald’s. [Online] Available at: http://heartofcodes.com/marketing-mix-of-mcdonalds/ [Accessed 28 July 2019].
5. Corporate.mcdonalds.com, 2019. Why climate action matters. [Online] Available at: https://corporate.mcdonalds.com/corpmcd/scale-for-good/climate-action.html [Accessed 24 July 2019].
6. Cram.com, 2008. Essay on Aims and Objectives of McDonald’s. [Online] Available at: https://www.cram.com/essay/Aims-And-Objectives-Of-Mcdonalds/P3YVVDKXJ [Accessed 27 July 2019].
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Restaurant quality and customer satisfaction in the hospitality industry are very important because the happier the customer the more likely they are to visit the restaurant again which means more money for the restaurant and the customer will therefore recommend the restaurant to other people bring more customers to the restaurant.

According to Navaraj Budhathoki (2018), customer satisfaction is the keyway of running a business successfully and the customers being satisfied will be the base of the business for more profit. If the restaurant meets the demand of a customer through the product and service, it will bring positivity for the business. For years customer satisfaction has been considered the core element for every type of business.

Studies that have been conducted to investigate and restaurant quality and customer satisfaction has three main aspects of service quality which would be food quality, the environment which the restaurant is in, and the employee service this helps with the customer satisfaction, according to Ahmad Adnan Al-Tit (2015).

However, Bader Almohaimeed (2017) found that there four aspects of restaurant quality and customer satisfaction which are food quality, service quality, the physical environment and the price fairness on the food that is being serviced to the customers. They did a study which shows a way to measure the customer satisfaction using the following dimensions, menu price, the waiting time, staff services, hygiene quality and internal and external environment.

Customer satisfaction is calculated through the productivity and profitability level of the restaurant according to Huma Sarwar (2016). Having high service quality will improve customer satisfaction which will attract profit and the market share. The restaurant should be reliable, it shows that the restaurant is able to perform services in a dependable and accurate manner (Safwan et al., 2010).

Restaurant quality and customer satisfaction are the leading component in the system of the organization in today’s world they large determine the restaurants competitiveness. According to Asya Archakova (2013), maintaining relationships with the customers will help the company listen and accept the customers feedback and improve service and goods if the customer says so in their feedback.

In conclusion, restaurant quality and customer satisfaction are the main criteria to the business as it is the way the business gets their clients therefore the profit of the business. There are ways that the customer service can be measured which is a good way for the business to know how to keep their customers’ happy.

References

1. ResearchGate. 2021. (PDF) Restaurant Quality and Customer Satisfaction. [online] Accessed 19 March 2021.
2. ResearchGate. 2021. (PDF) The Effect of Service and Food Quality on Customer Satisfaction and Hence Customer Retention. [online] Accessed 19 March 2021.

Research, regardless of whether be subjective or quantitative, or even mixed technique, incorporates new philosophical methodologies and inventive structures and strategies that empower progressively significant, fundamentally drew in, for all intents and purposes applicable, and reflexive bits of knowledge into the issues and perceptions in the hospitality industry. Hospitality researchers have customarily depended on subjective and quantitative research strategies to ‘clarify’ this unpredictable and multidimensional industry. Factual centrality is generally the sole model used to choose the criticalness of results, in any occasion, when the results are either obvious or immaterial.

Qualitative methodologies are valuable for creating rich contextualized understandings (Ben-David & Nel, 2013; Hong & Garbarino, 2012). Interestingly, quantitative methodologies are valuable for numerically outlining conditions of settled units of analysis (Demanet & Van Houtte, 2016). Qualitative researchers try to hear the voice and consider the to be of people as a way to all the more likely see how individuals participate specifically settings. Though, quantitative analysts have created strategies to numerically display the idea of progressively subordinate information structures (Diez Roux, 2022; Goldstein, 2003).

Purpose

This review has the aim to systematically analyse studies published in these two hospitality articles chosen in terms of correlation of customer loyalty and satisfaction with employee service and performance which are Article 1.Interrelationships between Physical Environment Quality, Personal Interaction Quality, Satisfaction & Behavioural Intentions in Relation to Customer Loyalty: The Case of Kinmen’s Bed & Breakfast Industry (Chien Min Chen, Sheu Hua Chen and Hong Tau Lee, 2013). This abstract research develops a perception of dubious, complex, and multidimensional approach, and portrays events and genuine components found in their common; And Article 2.Building Customer Loyalty in Intercultural Service Encounters: The Role of Service Employees’ Cultural Intelligence (Nicholas G. Paparoidamis, Huong Thi Thanh Tran, and Constantinos N. Leonidou, 2019). This quantitative research consolidates speculation testing, measurable depiction and the determination of associations between factors. Expressive and inferential bits of knowledge at need levels of significance are utilized to test fated hypotheses and to develop connections.

SIGNIFICANCE

Research on these subjects is one-sided towards quantitative procedures to the cost of subjective and mix strategy methodologies. Specialists have analysed different determinants of consumer loyalty with employee performance such as behavioural aims, perceived service quality, emotions, physical condition quality, individual interaction quality, and social intelligence. The positive consequences of satisfaction on loyalty, behavioural intentions and cultural intelligence are well established. Specialists include conceptualized multilevel concentrates within both qualitative and quantitative research in these articles.

FOCUS

In (Paparoidamis et al. 2019), In spite of the enormous financial advantages, the increasing diversity in Intercultural Service Encounters (ICSEs) presents a test for the two people and associations in creating multicultural adaptiveness to empower affirmation, openness, and resistance in intercultural correspondences (Demangeot, Broderick, and Craig 2015). It is anything but difficult to envision how in universal service settings (e.g., hotels, restaurants, transportation), service employees’ failure to work viably because of different intercultural boundaries (e.g., language or social contrasts) could fundamentally break down culturally diverse relational collaborations, causing customer disappointment or even displeasure and dissatisfaction (Hansen et al. 2011; Johnson, Meyers, and Williams 2013; Sharma, Tam, and Kim 2009). Therefore, administration associations are searching for techniques and course for improving assistance quality and retaining customers in an inexorably increasing and globalized market. Regardless of the rich calculated work on Cultural Intelligence (CQ) in worldwide HR and cross-cultural studies, as per (Paparoidamis et al. 2019), no studies have analysed the moderating job of service employees’ CQ in influencing the PSQ–customer loyalty link in worldwide service settings. This absence of observational work restrains the comprehension of some service employees being more effective than the others in associating with customers in socially diverse contexts, bringing about a more grounded impact of PSQ on customer loyalty. To fill these loop holes, in terms of literature, CQ is examined, as a service employee’s capacity of adjusting to and working effectively in intercultural circumstances (Earley and Ang, 2003), as a potential breaking point state of the effect of PSQ and customer loyalty. (Paparoidamis et al. 2019) has used a multi-dimensional way to examine the components of service employees’ CQ on distinct moderating effects on PSQ-loyalty link. Furthermore, using this conceptualization of CQ, they have investigated the effects on administration results. With numerous organizations turning towards rapidly growing emerging markets in the globalized commercial centre, they have expanded their existing knowledge on CQ with collectivist culture (emerging markets) replicating it with individualist culture (mature markets). Thus, this study demonstrates the first specific, country level approach for effectiveness of CQ on PSQ-loyalty link (emerging vs. developed).

In (Chien Min Chen et al. 2013), prior researches have concentrated more on the association between service quality and customer satisfaction in the hotel industry (Akbaba, 2006; Briggs, Sutherland, & Drummond, 2007; Callan & Kyndt, 2001; Ekinci, Prokopaki, & Cobanoglu, 2003; Juwaheer, 2004). So the overall purpose of (Chien Min Chen et al. 2013) inquiry has been to gain an exact comprehension of service quality and behavioural intentions in which it identifies the interrelationships between consumers’ overall behavioural intentions in relation to customer loyalty, and influential factors, which incorporate service quality, on the aspects of physical environment quality, personal interaction quality and customer satisfaction. More specifically, this study recognises and explores the sub-dimensions for the physical environment quality and personal interaction quality as perceived and its relationship with customer satisfaction and loyalty.

CONCEPTUALIZATION

With the absence of exact work on the effect of CQ on customer perception and loyalty, (Paparoidamis et al. 2019), has expounded on the hypothetical conceptualization of CQ’s three components (cognitive, emotional/motivational & physical), social exchange theory and CQ, the impact of CQ on customer relationships and CQ as a mediator. With this examination, it predicts, PSQ in developing business sector setting is emphatically identified with client dependability and its relationship with CL is reinforced (debilitated) with higher (lower) CQ power, passionate/inspirational CQ, physical CQ separately.

In (Chien Min Chen et al. 2013), some exploration in past examinations has exhibited that administration quality and fulfillment are significant develops in a structure of investigation towards customer intentions, consolidating components such as expectation and consumption experiences (Bosque & Martin, 2008; Chen & Tsai, 2007; Engel, Blackwell, & Miniard, 1993; Spreng, Mackenzie, & Olshavsky, 1996). Service quality has a significant constructive outcome on brand picture, and in this manner an ideal brand picture thusly decidedly influences consumer loyalty in the cordiality and the travel industry segments (Andreassen & Lindestad, 1998; Aydin & Ozer, 2005; Chi & Qu, 2008; Park, Robertson, & Wu, 2005; Ryu, Han, & Kim, 2008; Schlosser, 1998). Clemes et al. (2007, p. 310) built up a progressive model of administration quality that contained three essential basics: communication quality, physical condition quality and result quality. Behavioural intentions are associated with customer loyalty (Alexandris et al., 2002; Rust & Zahorik, 1993; Zeithaml & Bitner, 1996), and customer loyalty is influenced by customer satisfaction (Bitner, 1990). Based on previous such research findings, this study could propose that (1). Physical environment quality has a positive influence on satisfaction. (2). Personal interaction quality has a positive influence on satisfaction. (3). Physical environment quality has a positive influence on behavioural intentions relating to customer loyalty. (4). Personal interaction quality has a positive influence on behavioural intentions relating to customer loyalty.

Methodology

In (Chien Min Chen et al. 2013), realizing the elements of service quality pertaining to physical environment quality and personal interaction quality that were derived from the extant literature, the authors developed a hierarchical model of behavioural intentions to measure the determinants of service quality dimensions that coincide with the characteristics of the B&Bs in Kinmen. This module provided a summary of constructs and synopsis of the items used in each construct operationalization. In depth information was drawn through focus group interviews with the active participation of various personnel linked to hospitality industry and were encouraged to list out factors that might encompass their perceptions of service quality. This helped the authors to draw derivations and categorised their assessments and accordingly amended and updated to develop a self-administrated survey to have an appropriate approach towards data collection. And this questionnaire administered four major constructs namely physical environment quality (PEQ), personal interaction quality (PIQ), satisfaction (SAT), and customer loyalty (CL) which were measured through an item scale of 19, 8, 8 & 6 respectively suggested by different authors and expertise with a few modifications. And then had all the items measured again on a Likert-type scale to give it more content validity, readability and clarity.

On the other hand, in (Paparoidamis et al. 2019), investigation was focused primarily on cross-cultural interactions between frontline service employees and customers in international hotels. To empirically investigate their hypotheses, a particular country was selected using Hofstede’s (2003) 6-D classification module on the basis of its significant difference in the international market. A two cross-sectional field survey was conducted (between employees and customers) and were administered by research assistants in parallel to avoid any bias results related to the survey. The survey included measures of a cultural intelligence (CQ) index as well as demographic and individual difference variables. Both questionnaires were completed voluntarily by the front-line employees (in private) and the customers assisted by the research assistants maintaining their confidentiality and these reports were matched on employee code numbers to establish an employee-customer link for the total response percentage. The CQ scale of Earley and Mosakowski (2004) was adopted consisting of three main components: cognitive, emotional/ motivational, and physical for frontline service employees, measured PSQ with the scales established by Dagger and Sweeney (2007) and evaluated customer loyalty using the work of Sirdeshmukh, Singh, and Sabol (2002).The questionnaires were translated from English language to their native language to be further translated back and evaluated for its accuracy. This process continued until an agreement over uniformity and similarity of the translations was reached. Final versions in two languages were presented to focus groups and were asked to evaluate and identify errors. The results were then further refined for items with ambiguities or that were socially and culturally incompatible.

LIMITATIONS/IMPLICATIONS

As the study states in (Chien Min Chen et al. 2013), adopting a reflective measurement using a multidimensional approach or different methodology combining a qualitative one could lead to different results over the two dimensional concept and measurement used in this study. The proposed model’s generalizability can be increased in the global market by replication of the model evaluating an extensive range of hotels. From the managerial perspective, the results of the study differentiate from the extant literature in that satisfaction may not directly result in customer loyalty that leads to the success of the tourism industries.

The findings of this study in (Paparoidamis et al. 2019), might not reflect actual loyalty behaviour as a metric of firm performance to measure customer loyalty, hence novel dimensions and adequate estimations of loyalty behaviour as a comparison paradigm across different countries need to be explored. Dimensions of loyalty, such as the affinity to switch, the eagerness to pay more, and customer responses to service failures may be neglected and needs examination. Service employees’ CQ may vary over time where PSQ is a flexible and social construct, which could advance in its setup (Agarwal, Malhotra, and Bolton 2010), hence a longitudinal study which displays relationships between service employees’ CQ, PSQ and customer loyalty before and after specific training programs which could be investigated for its adequacy could prove useful. This model application stays limited to the international service setting which involves high customer contact wherein cultural competencies play a crucial role; however, experimentation of this model over a setting of low customer contact could be contextualized. External validity of the findings could be enhanced by replicating this study in other international service industries and national contexts as different customers evaluate different aspects of service performance worldwide.

CONCLUSION

The study in (Chien Min Chen et al. 2013), was conceptualized based on the specific characteristics mainly pertaining to physical environment quality and personal interaction quality having a positive impact on satisfaction and customer loyalty. On the other hand, the study of (Paparoidamis et al. 2019) confirms that the service employees’ CQ-have differential moderating effects on perceived service quality (PSQ)-customer loyalty link which vary across national markets.

Technological developments have enabled marketing and advertising experts to integrate consumer information into tailoring personalized content drawn from the personal interests of individual consumers (Tucker, 2012). In the recent years, we have witnessed a vast scale change in the type of advertisements and marketing strategies we come across in our daily lives. As social media and online platforms increasingly become an integrated part of our daily lives, marketing and advertising strategies are developing accordingly. Hence, we are consistently being exposed to online adverts, some of which we realise while some of which slip our attention. With the utilisation of consumer data for the creation of more personally tailored advertising, new strategies emerge in the form of personalization, customization and retargeting (Aguirre, Mahr, Grewal, de Ruyter, & Wetzels, 2015; Bleier & Eisenbeiss, 2015). Aguirre et al. (2015) analyze the effectiveness of these new strategies on online advertisement and evaluate the personalization paradox, which refers to the situation in which greater personalization in marketing strategies lead to increased response rates from customers while, paradoxically, they could also result in an increased sense of vulnerability of customers, ergo lower response rates. Customers’ sense of vulnerability is assumed to be directly associated with two types of data collection: overt and covert. Consumers display higher click-through responses to personalized advertisements that engage in overt information collection, in contrast with covert data collection strategies which threaten the effectiveness of personalization (Aguirre et al. 2015). In this essay, I will analyze two personalized advertisements I have come across on my social media accounts in an attempt to verify their accuracy based on the links between the advertised content and my personal interests and previous online behaviour.

Personal Customer Experience

The first example of personalized advertisement (see Visual 1 in Annexes) was a sponsored content available on my Facebook home page, which was a promo for the UEFA EURO 2020, the international men’s football championship. The advert was directing to a website where a contest was set up to win tickets to attend the final draw of the tournament in Budapest and meet the official artist of the 2020 tournament, Martin Garrix. Since this is a personalized advertising, the algorithms underlying this strategy should have linked either the football tournament or the artist to my personal interests. However, this example constitutes a poorly personalized advertisement due to several reasons. First, the advertisement doesn’t relate to my personal interests on any level. On one hand, I am not interested in neither football, nor the international tournaments of football. Therefore, virtually it isn’t possible to trace this back to my previous online social interactions such as following accounts related to football on my social media accounts or liking/sharing related posts; to my online shopping behaviour as I have never bought any tickets for football games or any product related to football or UEFA; and to my browser history which doesn’t involve any football-related search. On the other hand, my musical interests don’t include the genre that is associated with Martin Garrix either. My Spotify account is connected through my Facebook account, allowing Facebook to be able to trace my listening history on Spotify, which doesn’t comprise Martin Garrix. This advert appearing on my Facebook page, despite the fact that none of my online behaviour could be related to the content of the advert, shows that this is a poorly personalized advertisement, making it less appealing. Moreover, Bleier and Eisenbeiss (2015) suggest that ad personalization is a complex strategy that can be analysed in two dimensions: depth and breadth. The depth refers to the how accurately an ad reflects a customer’s implied interests, and the breadth refers to how meticulously and exhaustively these are represented (Bleier & Eisenbeiss, 2015). In this case, there is no depth of advertisement as the sponsored content does not accurately represent my interests; and hence no breadth either.

The second example (see Visual 2 in Annexes) was also a sponsored content, available on my Instagram feed (which is also connected to my Facebook page, the parent company of WhatsApp), and it was an advertisement for wireless noise-cancelling earphones, Huawei Freebuds 3. The advert directed me to the brand’s website where the product was available for purchase. This is an example of good personalization, as the ad is traceable to my personal interests, as well as online behaviour. Prior to seeing this ad, I had done some research on the internet about headphones and earphones to have an idea of the available products in the market and their prices, and I also had conversations with friends about this type of products both online and offline. On WhatsApp, I recently had a conversation with a friend who had bought some noise-cancelling headphones, and I expressed my interests in buying a similar product, while I also had conversations with friends, face-to-face, about getting noise-cancelling headphones. So the ad can be traceable to my interests based on my previous research on internet, previous conversations with friends both online, and offline. Moreover, I had never considered Huawei as an option for buying earbuds, which makes this ad even more appealing as it’s a product I have never experienced before as a consumer, and therefore might have a go at. Nevertheless, this ad also makes me feel vulnerable as a consumer at some point, as it shows that the allegedly encrypted WhatsApp messages are possibly used by Facebook and by Instagram to collect my consumer data, which constitute to a violation of privacy.

Conclusions

Tailoring banners and advertisements to individual customers is an effective method, but it also is of a complex and fragile nature as its implementation carries the risk of triggering adverse responses (Bleier & Eisenbeiss, 2015). The examples studied in this case yield the complexity and delicacy of personalization in advertising, as it is shown that even in the case of good personalization, the risk of creating a sense of vulnerability in the customers emerges.

Abstract

If we develop the relationship among farmers, government and consumers using the technology, the middle men’s role could be easily thrown out from the whole scenario. We can easily overcome the problems being faced by farmers in selling their goods in the market. We need to maintain this relationship with one friendly user interface, which can be used to help farmers in selling their goods, by uploading their goods in the interface. Farmer goods information is needed to be uploaded through user friendly interface. This data will go to the database and gets saved. That farmer’s data is easily accessible by the consumers too. If consumers are interested in buying, they can buy directly from that tool. In this way an easy and precise worth lasting relationship will get automatically established between them this research is if we implement this interface between farmers and consumers, we can easily overcome the farmer facing the problem in selling the goods in market. And also, we can increase the government GDP from the farmers. And we can also establish mutual trust between government and farmers.

INTRODUCTION

The sector that is the backbone of Indian economy is currently facing a lot many problems. In that many problems I took one problem that is the right monetary well-being of the farmers.

Whenever the farmer is going to sell his crops in the market, it’s damn sure that middle men will enter into that process. Here the middle man buys the farmer’s products and resale it in the market. He will buy those goods for fewer prices than what farmers invested in field. Farmer doesn’t know what the exact price of his goods in the market is due to lack of information relationship between the government and farmer.

If we develop the relationship among farmers, government and consumers using the technology, the middle men’s role could be easily thrown out from the whole scenario. We can easily overcome the problems being faced by farmers in selling their goods in the market.

We need to maintain this relationship with one friendly user interface, which can be used to help farmers in selling their goods, by uploading their goods in the interfaFarmer goods information is needed to be uploaded through user friendly interface. This data will go to the database and gets saved. That farmer’s data is easily accessible by the consumers too. If consumers are interested in buying, they can buy directly from that tool. In this way an easy and precise worth lasting relationship will get automatically established between them.

Present

Present problem facing by the farmers

There are so many problems presented in the agricultural field

Agricultural marketing system

Agricultural marketing still in the distinguish situation bad shape in both rural and urban areas in India. In term of marketing facilities, the farmers have to depend upon local traders and middlemen for the disposal of their farm produce which is sold at a throw-away price.

​Fraud Weights and Scales

One of the important defects in agricultural marketing facing due to fraud weights and scales. Usually, in village areas weight estimated rocks, etc. are used as weights and in city markets also wrong weights are found. Thus, the reason farmer is weighed by a heavier weight for their own gain. Most of the traders keep separate weights for purchase and sale of grain.

Less Financial Resources

They are some village areas there are less financial resources, because of that reason their emergency requirements are not going satisfied. In that situations, the farmers selling their crop before its finishing. likewise, there are some financial system, like, installments on loans for equipment like a piece of machinery, manpower etc. they have to be pay on a monthly or crop basis because of that reason they have to sell the crop quickly. Because of less financial help, this is the problem farmers are facing .

Worst managing Marketing hierarchy

comparing another country Agricultural marketing our Indian agricultural marketing hierarchy is very bad due to this reason farmers are getting paid very less and middle man and government official getting paid illegally very high in terms of paying money to the farmer. because of this reason farming land usage and farmers headcount going less year by year if this is continuously happening after some years India is not going to get good GDP in terms of agricultural income. need to change the agricultural marketing hierarchy. by implementing the interface between the farmers and producers.

Farmer and Consumers Relationship

Whenever a farmer starting his crop interface maintain one tracker which is looks like if we order product in the e-commerce website, we will get one tracker in the Interface find our product progress it is also following the same mechanism.

Farmer can check his progress and also the consumer. This feature works the with a forum page model.

Example: – if farmer is going to start the rice crop in his field. After stating his/her crop if he updates the information in the interface whatever information updated by the farmer it will save in the interface database after that notification will go to nearest consumers if the consumer wants to buy crop, he can accept the deal.

Ex: – Rice mill owners, big bazaar, More, Reliance fresh etc.

Payment: – Farmer can receive payment after accepting a deal (Advance) with the consumer and also after delivering goods to a consumer farmer will receive full payment through the interface

Fertilizers based on the land requirement:-

After uploading the information regarding the land farmer will receive how much fertilizers should be use in field

Getting alerts

Farmer can receive alerts from the government regarding price, policy’s introduced by the government

After producer (Farmer) uploading his goods in the interface consumer will get notification. If consumer wants to make a deal with the corresponding farmer he can do. And also, a consumer can search whatever goods required to him he can accept deals.

Consumer Requirements

if consumer having any requirements like rice and vegetables consumer can post in feed after that information can be visible to the farmers if farmer want to accept that he can accept that deal. Mutually farmer and consumer will get the deals.

Example: – If consumer required 100 kg’s of rice he can post in the consumer side interface after that requirement information will go to farmer he can easily accept the deal with the consumer. Based on this kind of features we can easily export and import goods from the other country’s then our India GDP will increase.

Goods information

Consumer having the access to check where the goods are available across the Village, District, State it will cover all over the India. Consumer can filter the information. Based on the consumer requirement

Online payment

Consumer can do online payment through the interface securely after completing the deal with the farmer. And also, he does payment after goods delivered to the consumer from the producer

Conclusion

The conclusion of this research is if we implement this interface between farmers and consumers, we can easily overcome the farmer facing the problem in selling the goods in market. And also, we can increase the government GDP from the farmers. And we can also establish mutual trust between government and farmers. By implementing this interface we can actually collect the all data regarding farmers sells info exporting, importing goods

Reference

1. Government of the Uganda thesis farmer’s economy.
2. Farmer suicidal impact on the farmer community. Author by Dr Prakash Srivastava
3. problems facing by the farmers data collected from bighaat.com website
4. problems facing by the farmers data collected from problems facing by the farmers data collected from bighaat.com website

Introduction

Over the recent decades, the issue of the benefits and risks associated with Corporate philanthropy (CP) has been an evolving topic on shareholders and the society as they have developed stronger expectations of firms behaving in a socially responsible way. Houqe at el (2016) purport that society’s perceptions play an important raw in contributing to firm’s success in the current business environment. In addition, society’s perception over a firm act as a stimulus for the organisation to grow its customer-based brand equity, which according to Kin and Kin (2014) is essential for driving customer equity, differentiating brands, assessing brand performance and gaining competitive advantage. This study is aimed at examining whether CP has an effect on customer-based brand equity.

This chapter gives the background information of the study on the effect of CP on customer- based brand equity in the Telecommunication sector of Zimbabwe, with emphasis on NetOne Cellular Company. The chapter provides the statement of the problem that motivated the researcher to undertake the study. The purpose of the study is also indicated in this chapter with specific objectives being highlighted. The research questions are derived from the objectives and key assumptions, significance of the study, delimitation and limitation are also included.

Background of the study

Corporate philanthropy, according Wang and Qian (2011) entails the gifts given by corporations to social and charitable causes, such as support for education, culture, or the arts, for minorities or health care or for relief funds for victims of natural disasters. Carrol (1999) stipulates that CP is one of the important dimensions of Corporate social responsibility (CSR).

Previous research by Huang and Cai (2015) reports that the majority of research on customer-based brand equity (CBBE) has emerged from theoretical frameworks developed by Aaker (1991, 1996) and Keller (1993, 2003). Keller (2003), delineates CBBE as the differential effect that brand knowledge has on consumer response to the marketing of a brand. Keller (2003) postulates that CBBE is amongst the two variables used to measure brand equity and the other variable is referred to as financial based brand equity.

Over the past recent decades, CBBE has risen as one of the important marketing concepts for academics and practitioners (Keller 1993). There have been little agreements with regards to literature on the dimension which can be used to measure CBBE. According to Aaker (1991), provided the core CBBE dimensions which include brand awareness, perceived brand quality, brand association and brand loyalty. Keller (2003) postulated that CBBE can be measured using dimensions such as brand salience, brand performance, brand imaginary, brand judgement, brand feeling and brand association. Yoo and Donthu (2001) treated CBBE as a three-dimensional construct, combining brand awareness and brand associations into one dimension. However, authors such as Buil et al (2008, 2013) provided empirical evidence of the multidimensionality of CBBE, supporting Aaker’s (1991) and Keller’s (1993).

Within the Zimbabwean region, different domestic and foreign firms have been taking initiates toward marketing investment on CSR activities mainly inform of CP. Among the entities engaging in CP is NetOne cellular which is the second largest giant company in terms of subscriber base and market share in the telecommunication sector of Zimbabwe. NetOne cellular is the first telecom company to be created in Zimbabwe and is totally owned and controlled by the government.

[bookmark: _Hlk3438758]In addition, NetOne Cellular offers a wide variety of goods and services which include voice call services, easy call package(simcards), One money (mobile money service) and other value-added services (VAS) which include, one fi, one music, one tech Vehicle tracking, one cover and one fusion. The Zimbabwe’s telecommunication sector is governed by the Postal telecommunication Regulatory Authority of Zimbabwe (POTRAZ) which has the mandate of implementing policies, operational measures and parameter which all entities operating in this sector must abide to. The regulatory authority is also responsible for the creation of sector performance reports based on the data provided by the service providers.

According to the statistical data, as from the period of 2016 up to 2018, NetOne Cellular has been recording a slow rate of increase in subscriber base, as the greater number of its potential subscribers are being lost to Econet Wireless which has been recording outstanding numbers in subscriber base, as per the three-year period. Telecel has to lesser extent been recording limited numbers in subscriber base which have been below that of NetOne and Econet.

Due to the fact that the telecom sector is characterised of product of similar nature, customer switching cost are low and it takes a lot of hard work for organisations to convince customers to become loyal to their brand. For the past recent years, the management at NetOne has been

embarking on a number of strategies aimed at improving their operational viability and boost their brand equity. The strategies that were implemented include the introduction of a successful one fusion brand, increase in network coverage, introduction of the long-term evolution network system (LTE), introduction of brand ambassadors and an excellent customer experience service.

Despite all the efforts made by the management through implementing strategies, the telecom sector has been continuously proving to be a difficult ground for NetOne cellular to operate, as evidenced by their subscriber base and market share growing at low rate as compared to that of its major rival Econet Wireless, even though the management had hopes that their implemented strategies could result in NetOne dominating the sector. Customers are still switching towards Econet and Telecel products and services at the expense of NetOne product, despite the improvements in operation efficiency. Therefore, indicating that the strategies were not effective enough in encouraging an increase in brand equity of NetOne Cellular. Therefore, active measures have to be implemented to ensure that the brand equity of the firm increases, thereby signalling an increase in the subscriber base and market share of the firm. If the organisation fails to come up with measures meant to curb the problem, they are likely to lose more of their customer to competitor which in turn indicates a leakage in the firm’s potential and actual revenue.

In light of this, the management of NetOne has recently decided to engage in CP through contributing some donations to places such as Mushamukadzi inform of funding on cancer awareness programmes, donation of foods stuffs and sleeping beds to Queen of Peace Gweru, donation of $25000 to National Blood Service of Zimbabwe and the recent donation of 4 motor bikes, 217 reflective jackets, 31 rain suits and whistles valued at $65 000 to the ZRP traffic department in order to create positive perception and strengthen the relationship between society and the organisation’s brand, thereby eventually promoting growth on brand equity of the organisation. According to Aaker (1991) companies with high brand equity are expect to experience favourable brand awareness, brand loyalty, brand association and perceived quality. It is not known whether the philanthropic programmes done by the firm are effective or not in establishing a strong brand equity. Therefore, this study aims at giving a hint on whether CP is effective in promoting brand equity growth.

Prior researches on CP have been carried out by various authors and the results have managed to create a substantial body of literature regarding CP. Amongst the research done is that of Peterson (2018) with the title “enhancing corporate reputation through corporate philanthropy’. The aim of this study was to investigate the variables affecting the link between annual changes in the amount of corporate foundation giving and changes in reputation. The author concluded that corporate charitable giving and corporate reputation covaried positively for firms with an existing favourable reputation, versa via, especially under a condition of an economic downturn. However, the study failed to investigate whether CP has an effect on CBBE. Therefore, the current study seeks to bridge on the gap through examining effectiveness of CP on CBBE at NetOne Cellular Zimbabwe

Another research was done by Wonsuk. and Michael during the year 2016, which focused on board of directors and industrial determinants of corporate philanthropy. The research was encored on empirically exploring the specific type of antecedent, that is director composition and industrial membership. The researcher concluded by stating that the extent to which firms build relationships with certain stakeholders is tied to the personal and social background of the board member who in turn influence the allocation of resources towards philanthropy. However, the author did not go an extra mile through examining the effect of CP on CBBE. Therefore, the author seeks to bridge the gap through analysing the effect of CP on CBBE in Zimbabwe, in relation to NetOne company.

Valor and Grzegorz (2017) undertook a research which focused on quality reporting of corporate philanthropy. The research was mainly encored on outlining the framework for CP reporting that could help differentiate between symbolic and substantive reporting and whether reporting practise of large corporate donner are symbolic or substantive. The finding of this research stipulated that disclosure regarding CP are more symbolic than meaningful. The study only focused on quality reporting of CP and there were no further investigations done on whether CP has an effect on CBBE. Therefore, this study seeks to investigate whether CP has an effect on CBBE in the telecom sector of Zimbabwe, with regards to NetOne company.

Yongqiang (2017) did a research which emphasised on inverting a U-shaped relationship between CP and spending on research and development (R&D). The author concluded that CP, by securing stakeholder support differently at different levels of spending first increases then reduces spending on (R&D). The study only focused on determining the relationship between CP and R&D, but other areas relating CP and its contribution on variables such as CBBE were not explored by the study. In this regard, the present study seeks to examine the effect of CP on CBBE in the Zimbabwean context, focusing on the telecom sector.

Cisheng et al (2018) also undertook a research on CP which was aimed at examining the relationship between female executives and corporate philanthropy. The results from the study show that female top executive or managers who are female stimulate CP, there is no published literature focusing on the contribution of CP stimulated by female leaders on CBBE. This study aims at sealing the literature gap on CP through examining its effect on CBBE at NetOne.

A quite number of studies related to CP have been carried out by different authors and the results of these studies have indeed contributed much towards building more literature on CP and different aspects related to it. However, there seem to be limited research on literature examining CP in particular relation to customer-based brand equity. This as a result indicate a vacuum in the contemporary literature of variables which relate to CP. Therefore, the present study seeks to add more to literature through sealing in the gap and providing useful insights to the theory and practice of CP. The research will focus on the effect of CP on customer-based brand equity in the telecommunication sector, with regards to NetOne Cellular Zimbabwe.

Statement of the problem

NetOne cellular has been facing stiff competition from its major rival competitors within the telecom sector and this has been shown by a limited increase in its subscriber base as indicated by POTRAZ reports, as from 2016 to 2018.This in turn indicate poor brand equity and limited market share. The competition has been stifled by the fact that the three giant firm dominating the sector sell products and services of similar nature. In light of this issue, the company has been engaging in cooperate philanthropy, an activity which the management have hopes, that it might help them foster good relationships with their potential and actual customer and also help them improve their brand equity. It is not known whether the philanthropic programmes done by the firm are effective or not in establishing a strong brand equity. Therefore, this study aims at giving a hint on whether CP is effective in promoting brand equity growth.

Significance of the study

To the researcher

The researcher will benefit from the in-depth insight gained during the research process. The researcher will also gain time management skills of conducting research. In addition, the study will assist the researcher in completing his degree programme.

To theory

This study could close the literature gap since no study was carried out in Zimbabwe concerning the effect of CP on CBBE in the telecommunication sector, with regards to NetOne. The study might provide literature on CP, which other studies reviewed in the background to this study did not focus on.

To practise

The results and recommendations of this study will assist the organisation in effective practise of CP, thereby helping the company boost its brand equity. To add more, the results will also assist the company in getting an insight on the non-monetary rewards of marketing investments done by the firm, this will in turn assist in formulating future marketing decisions.

Delimitations

• The scope of the research is confined to the market in Harare only.
• The respondents to the study were managing directors, company employees and the Harare customers only.
• The study only focused on corporate philanthropy as the only factor which has an impact on customer-based brand equity behaviours.
• The data periods which were used in this research ranges from January 2016 to December 2018.

Limitations

• The research is limited to the CRS activities currently being undertaken by NetOne Cellular.
• The respondent to the questionnaires and interviews were managing directors, employees and customers of NetOne only.
• The research could not use vernacular language for data collection, hence only respondents who could read and understand the English language were used.

Assumptions

• The researcher assumed that the use of data gathering tool such as questionnaires and interviews was going to be more effective as these tools are the best suited for the purpose of out sourcing information the desired information from customers.
• The researcher also assumed that the respondents will give genuine and sincere responses.
• The researcher also assumed that the research design was the best and well suited for the study.

Chapter summary

Chapter one comprises of the background information that motivated the researcher to undertake a study on the given topic, the outline process, the significance of CP activity on achieving customer-based brand equity. The statement of the problem and research objectives are mentioned to provide guidance to the researcher. The limitations and delimitations were also examined in this chapter. Finally, the key terms were defined and assumptions outlined. The next chapter focuses on literature review

REFERENCE LIST

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In the business world, everyone who is involved in the business desire to get marvelous success in their perspective field. The business mind always wants to expand its business by gaining a lot of customers. The major question that arises is how to attract customers and build a good relationship with them. For every business project, a businessman prepares presentations to impart knowledge, information, and awareness regarding the project in such a manner that everyone can understand it and get knowledge regarding it. The preparations for the business presentations are done ahead of time. The businessman keeps in mind the various strategies and tools to present a perfect business presentation because this is not just an ordinary conversation but it requires a lot of professionalism so that the company or an organization can impress and attract their target audience. According to famous business icons, a successful presentation is the sum of the various approaches, both strategic and dynamic, which would help every business or entrepreneur to conduct a successful presentation. The approach includes the voice, gestures, and physical appearance of the businessman, which are highlighted and briefly explained in the upcoming paragraphs. The essay explains the importance of voice, gestures, and physical appearance in the term of business presentations.

How to Effectively Control Voice to Attain Public Attention?

While interacting with the audience, voice is an important tool. Your voice represents your personality, confidence level, and your knowledge, in short, it is a tool that reflects real individuality. Here are some of the things that must be taken into concern while speaking to the audience.

• Tone and melody. Regular speech is boring. If the words used are regular, then the audience hardly shows any interest. So, while practicing the presentation of the words, the choice of words must be taken into consideration. Words must be attractive that grab the audience.
• Volume. While delivering any lecture, the thing that is important is the volume. Sometimes the words need more pressure, sometimes it is softer. You must take into consideration the volume. Do not think that you are delivering any lecture. Just think that you are normally talking to people. If your voice is regular, then it does not attract several people.
• Tone and clarity. Your part must be clear and to the point. Moreover, the tone you are speaking in must take into consideration. Nobody can listen to you if your tone is not good, which bore the audience.
• Pauses. When someone is delivering a lecture, the pauses are very important. If the person is not taking pauses at the right places, then the meaning of the sentence changes totally. To deliver the lecture effectively, these type of things plays a greater role.

How Do Gestures Retain the Audience’s Attention?

It is said that while talking, fifty-five percent of our body contributes to communication. Only seven percent of the words spoken took part in the conversation. Here are some points regarding gestures we should focus on while doing a business presentation:

• Keep an eye contact with the audience. While presenting, we should confidentially face the audience. When a person wears the right confidence on the face, the more likely are the chances for the audience to pay attention. This makes them trust the presenter and keeps them attracted to the presentation for a long.
• Focus on everyone while presenting. It is imperative to look at everyone while presenting. Looking at one person only during the presentation may make them feel uncomfortable. It also raises the chances for others to feel unwanted throughout the presentation.
• Don’t make your arms and legs crossed. Usually, to bring down the anxiety level, the presenter may cross his legs. However, it is counted as an over-confident gesture posed in front of the audience. So, we should always keep our backs straight with our heads facing the audience, and arms and legs should always be kept open.
• Always stand straight rather than in power poses. Power pose means keeping the hands on the hip area and keeping wide gaps in the legs than the normal gap while standing. This makes the presenter look dominant and rude. So, power poses should be avoided.
• Don’t read the notes. When the presenter keeps on looking at written material, it makes them feel nervous. Moreover, the audience would not be appreciating the rote presentation. This is because if the person doesn’t have depth knowledge of the topic, then only he would prefer looking at the notes. Even the role of the presenter becomes limited to mugging up and vomiting the material.

How Physical Appearance Captures the Audience’s Attention?

As we all know that physical presence is the great key to communication. We all have fear, urge, and a kind of anxiety while giving a speech in front of several people, so proper dressing is a must. As we all know that while dressing properly we have a kind of confidence in us.

As you represent business, be aware of any physical practices you show that might be sending unintended messages, and roll out suitable improvements, regardless of whether it at first removes you from your customary range of familiarity. This will dramatically affect your projection of certainty, warmth, and authority, just as your capacity to convince. In physical appearance, the language of a body also comes like how we stand while presenting, and yes, the dress matters too. While presenting something, it does not look good that we put the normal cloths or party clothes. Mainly the dress we are putting should not be more attractive. It should be decent as well as comfortable.

Visual and grooming – it is the most obvious matter that for personal appearance it is an important element. We can also say that it is an easy way to change how well you groom your clothes and what is your dressing sense and does it suit your personality or not. However, appearance is the reflection of personality.

Conclusion

So, here were some of the points by which we can attract our customers. So, first of all, we have to be dressed up properly like we should wear formal dresses which should give a professional look to our customers, and if we are wearing a formal outfit, it also rises our confidence. There are two more major factors to attract customers. The first one is gestures. In gestures, we should stand properly or sit properly in front of customers, there should be any hand movement in front of them. And last but most important point is the voice. Our voice should be loud and proper so that customers feel easy to hear, there should be regular pauses so that the meaning of sentences should not change, and our voice must be melodious or must be polite so that we will be able to arise a feeling of politeness among our customers. So, these are some steps by which we can attract customers very easily if followed properly.

Finding the time and energy to go to the store is not always easy. Because lifestyles are so busy, it is easy to put off shopping. For this reason, online shopping is now becoming more and more common. However, given its clear benefits, one should not forget about the risks that may occur. In this essay, I am going to provide some tips on how to make online shopping safe.

First of all, as a customer, you should read the information before making a purchase decision. Just by looking at a picture online, you can be misled. It can be difficult to determine the exact size. Be sure to review the product description to understand what you are getting.

Make an effort to only retail outlets with an organization that is found in your property nation. Store shopping at these retailers lets you invoke state and federal client protection regulations work to protect you. You may not get the exact same safety on worldwide sites.

Only go shopping with just a connection to the Internet. Hackers frequently look for unsecured wireless network connections to get other people’s information.

One more tip – do not make use of a learn private data while you are making use of multiple websites. Always keep your security passwords saved in the record that is protected.

Before providing your Visa or Mastercard card number, it is very important to pay attention to the website URL. When it is ‘https’, it is OK to carry on, as this signifies your data has been securely encoded. If you do not check this out, your data is not protected.

Also, be sure you defend your credit card info. Make sure that every single site you only store on is secure. Look for a padlock on the decreased right-hand spot of the payment site. You will discover this on the best appropriate of your respective website browser’s URL pub.

And finally, it is important to check out lender statements regularly once you order online. Make sure that your demand is precisely what you imagined you had invested. When you see unanticipated fees, let customer satisfaction know about them immediately. Also, you can get hold of your financial institution to end the payments.

You certainly should be using online shopping. You save fuel charge, save your time, and also have an easier encounter than having to deal with crowds inside a shopping mall or store. Heed the following tips and initiate shopping on the web right now.

Quality is always in an ever-changing state. What was deemed good yesterday might not be considered good tomorrow. That means constant quality control and innovation have to be considered. There are many ways to maintain quality. Maintaining quality in the traditional sense is very different from choosing to do it with a more modern quality management system like Total Quality Management (TQM). Instead of detecting the problems, Total Quality strives to prevent them. Instead of meeting customer specifications, Total Quality tries to exceed customer expectations. By following a more modern quality management method, there are longer-term profits and continual improvement, and the customer satisfaction rates are higher.

Communication between the customer and a business is one of the most important pillars of healthy and functional cooperation between the two parties. Understanding the customers and their needs has long been the key to a successful management strategy. Employees can be excellent representatives of the community, and surveying them about their everyday struggles, duties, and responsibilities can reveal a lot of insightful information about their wishes and needs.

TQM allows the company to perceive the management system as a whole entity instead of seeing it just as an output of the quality department. Total Quality makes the organization monitor all inputs from engineering, human resources, and production to service, finance, distribution, and sales. All of these functions impact the quality of all products or services of the organization. By embracing the entire process, companies have a chance to improve in most core areas like customer focus, total employee involvement, systematic approaches, and good communication.

Although the benefits of TQM are obvious, companies still need to consider if they are willing to go all in, which would mean reconstructing the existing barriers to make way for full involvement. Some companies are not willing to go as far with some managers complaining that their authority is being tested by the employees speaking up about issues at the early adoption stages of TQM. Nevertheless, with a culture that demands constant improvements in quality, feedback from the employees and customers is a crucial part of further development.

The Importance of Customer Satisfaction

In today’s competitive market, it is important for every business to stand out, attract, and hold on to their customers. If a product or service manages to attract the attention of a customer, it is in the company’s best interest to make the best impression with the quality of the product not only before, but also after the purchase. If the customer deems this transaction successful, he will be satisfied. Customer satisfaction is a major indicator of loyalty and customer repurchase; it increases customer lifetime value and reduces negative word of mouth. It is way easier and cheaper to retain customers than to bring in new ones.

The definition of customer satisfaction is also provided in the ISO series 9000:2000 standard. Customer satisfaction can be defined as customer contentment and customer perception concerning the level to which expectations have been satisfied. Customer complaints can also play a big part in determining the satisfaction level of the customer. Nevertheless, customer satisfaction is not equivalent to the absence of complaints.

There are several factors that influence a customer: technical quality of the product (safety, build quality, sustainability), reputation (perception of the customer about the company, product, or service in comparison to other competing brands), perception of the price point (sales, promotions, discounts, value in comparison to other competitors), interpersonal relationship quality (styles of communication, complaints, empathy), and service quality (competency of the sales personnel, response times, information digestibility).

Customer satisfaction can be achieved by the implementation of quality management systems. Depending on how they perform, customer satisfaction levels can either plummet or skyrocket. That is why it is important to understand in which cases each quality management system can be most effective. Sometimes it is hard to pinpoint why customer satisfaction is lower than expected. In this case, quality management systems can offer some beneficial tools.

Total Quality Management and Other Methods

Total Quality Management (TQM) is a system designed to improve quality across all levels. It employs the use of versatile teams to identify, analyze, and solve problems. It places attention on determining quality by understanding how the customer distinguishes quality.

It is important to understand that TQM is more of a philosophy than a method. It uses various controls, quality measurement, and improvement tools like histograms that help see how different variations look like, scatter charts that help identify the relationships between certain factors, Pareto analysis that highlights the major problems and inconsistencies, cause and effect diagrams like Fishbone to identify underlying problems.

If we compare Six Sigma to TQM, TQM aims to ensure that the internal regulations and standard procedures mitigate defects, while Six Sigma tries to lower the number of defects. Similar to TQM, Six Sigma ensures continuous success by reinforcing strict guidelines and process standards all across the production line to reduce errors.

Six Sigma aims to reduce defects in manufacturing and other processes by applying a statistical problem-solving methodology. It identifies deviations from the standard and tries to eliminate such inconsistencies. Lean, on the other hand, uses a minimalist philosophy that aims to increase efficiency by using minimum requirements for any process. This method focuses on determining customer needs and eliminating activities that are not valuable to the customers, thereby improving processes.

Real-world applications require different quality improvement methods and tools. There are fields where the slightest mistake can cost someone’s life, like healthcare. This field requires the best possible quality tools that the Six Sigma method provides with its rigorous consistency and attention to detail. Other businesses like supermarkets and convenience stores are not as thorough in their product quality as they are focused on providing the most variety for a customer. In this case, methods like Lean that improve efficiency and reduce waste are more in line with the model of the company. In addition, mixing and matching these methods could prove beneficial, and combining methods like Lean and Six Sigma could lead to better results.

Focus on Customer Satisfaction in TQM

For a management system so dependent on quality, customer feedback and communication is crucial. Among all the existing excellence models, customer satisfaction is among the most important core values and is the basis of some of them like TQM as it is a vital element for initiating performance improvements.

There are several ways to reach customers: direct interaction, customer expectation analysis, and feedback. Maintaining these interactions and relationships between customers and employees can help employees understand customer needs and increase the indirect involvement of customers in product development processes.

Internal customer orientation strengthens practical features of TQM by observing organizational policies, regulations, and the culture of employees to assess the commitment of employees to improve service quality and customer satisfaction. Customer focus strategy can also be perceived as a corporate value of the company that characterizes the determination of the company to improve the levels of customer satisfaction.

A big part of what makes TQM so successful is the organizational culture and the commitment from the higher management, as well as shareholders. These factors are linked and depend on each other’s success. It is frequently mentioned that knowledge management and a mature corporate culture and politics play a dominant role in attaining outstanding quality and performance improvements, increasing customer satisfaction.

Conclusion

Organizational sustainability and success benefit greatly from decent service quality as it is very closely associated with customer satisfaction. The customer focus principle in TQM has a considerable impact on customer’s value perception. The customer-orientated approach of TQM uses customer feedback from surveys and interviews, processes them, and considers them in further product improvement and development. Furthermore, organizations can benefit from using knowledge management to adjust their strategies to conform to TQM while staying true to the core values, beliefs, and visions of the company.

There are still a lot of resources being used to research and analyze TQM and how companies can implement customer focus to maximize their gain. However, it is certain that if implemented correctly, TQM can yield positive financial results, increase productivity, and stabilize the competitive situation, as well as many other benefits that help the company in the long run.