Marketing strategy to improve customer satisfaction

Hassan, Md Aqib and Ismael, Izmee (2017) Marketing strategy to improve customer satisfaction. Applied Management Conference, Wintec, Hamilton, New Zealand, 30-31 October 2017.

PDF (book of abstracts) - Supplemental Material
Available under License Creative Commons Attribution Non-commercial No Derivatives.


Abstract or Summary

In retailing, consumers typically patronize multiple outlets. Two potential avenues for increasing customer share are to raise customer satisfaction and increase repeat purchase. This study examines the effects of customer satisfaction through implementing innovative marketing strategy and online marketing. Customer satisfaction with a company's products or services is often seen as the key to a company's success and long-term competitiveness. In the context of customer relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even non-existent. That is the reason businesses always try find different ways to keep in contact with the customers. This article involves a critical examination of the online marketing, customer profiling and the development of a more comprehensive strategy to attract customers. To provide further variety of choice for the customers, you will see that I have also introduced an international aisle. You will see that the result provides positive support for introducing online marketing and separate international aisle at PAK’nSAVE (Mill Street) to improve customer satisfaction.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:supermarket, sales, marketing
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6066
Deposited By:
Deposited On:19 Jul 2018 21:08
Last Modified:19 Jul 2018 21:08

Repository Staff Only: item control page