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E. Mang’unyi, Eric, and Krishna K. Govender. "Antecedents to consumer buying behavior: the case of consumers in a developing country." Innovative Marketing 15, no. 3 (2019): 99–115. http://dx.doi.org/10.21511/im.15(3).2019.08.
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While consumers play a very crucial role in the marketing strategies of companies, effective development of strategies must satisfy their needs and wants. Therefore, an evaluation and understanding of the underlying factors and/or dimensions influencing consumer buying behavior are critical for supermarkets to both retain and acquire new customers. The article reports on factors impacting the consumer buying behavior and the relationship among the factors. The study uses data from a cross-sectional survey conducted within a random sample of 699 customers at 17 supermarkets in Nairobi, Kenya. Reliability and factorial validity of the self-administered questionnaire were evaluated and considered satisfactory, while structural equation modelling (SEM) was used to test several hypotheses. Social characteristics were a good predictor of the consumers’ inclination to patronize a supermarket, thus directly influencing the buying behavior. A strong positive connection between psychological factors and buying behavior was ascertained based on income, which suggests that although psychological characteristics impact consumer attitudes towards the supermarket, income and education levels may well play a determining role in this regard. Retail marketers in general and in Kenya in particular are encouraged to be cognizant of the above when developing strategic marketing programs to increase the level of patronage. As a research paper, the study is limited to the data and prior empirical research. It offers the benefit of new research directions for marketing managers in understanding and satisfying the consumers. The main contribution of the present research, interdisciplinary in nature due to combining elements linked to both marketing and psychology, is its focus on consumer buying behavior towards supermarkets in a developing country, thus producing revealing insights.
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Oktadiana, Hera, and Andhika Kurnia. "How Customers Choose Hotels." Binus Business Review 2, no. 1 (2011): 510. http://dx.doi.org/10.21512/bbr.v2i1.1158.
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In the advancement of hospitality industry, thus it is important for hotel sales and marketing to understand the customer behavior in order to create effective marketing. Factors that influence customer behavior as individuality consist of personal and interpersonal factors. Personal factors include the needs, wants, motivation, perception, learning, personality, lifestyle, and self-concept. Meanwhile, interpersonal factors come from culture and sub-culture, group references, customers through stages before deciding to purchase. Begin with the awareness about the needs, customers then find information about the product or service that could be used to solve the problems. After having the information, customers select the best product and service before deciding to purchase. After purchasing, the last stage is evaluation of product and service, whether it is satisfying or not.
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Batra, S. C., and ,. Shilpa. "A Comparative Study of Customer Satisfaction in SBI and ICICI Bank." Global Journal of Enterprise Information System 9, no. 1 (2017): 58. http://dx.doi.org/10.18311/gjeis/2017/15867.
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Banking industry is passing through a challenging phase. The demonetisation policy introduced by the government has affected the banking industry to a great extent. This industry plays a significant role in the economic development of a country but it is facing huge challenges due to increased competition, technological developments, changing customers’ needs and policies of government. In this competitive and fast changing era, it becomes imperative for a bank to satisfy the needs of the customers. They need to keep a close eye on the satisfaction level of customers. Satisfying customers is the key to retain them for a longer period. Banks need to frame policies and strategies for satisfying and retaining customers. The cost of making new customers is high than the cost of retaining customers. The banks are spending a lot of time and energy to frame polices about customer satisfaction. The study has been conducted to compare the satisfaction level of customers of SBI (Public Sector Bank) and ICICI (Private Sector Bank). The study will provide information about the differences in satisfaction level of customers of both banks and banking sectors and will be helpful for framing new policies relating to the customers. The study has been conducted on SBI and ICICI bank in Delhi-NCR.
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Agarwal, Satish, and Priyanka Bhagoliwal. "Paradigm Shift from Market Driven to Market Driving Strategy in Smartphone Handset Industry: A Comparison." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 6, no. 3 (2017): 495. http://dx.doi.org/10.21013/jmss.v6.n3.p14.
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<em>Marketing has changed rapidly over time. Especially the Hi-Tech Industry has shifted its marketing strategies from traditional customer driven strategies to modern customer driving strategies. Customer driven market strategies focused on understanding the needs of the customers and satisfying those needs whereas customer driving strategies deals with generating needs, creating value proposition and delighting the customers by providing new-to-the-world products. The paper focused on the fundamentals of both the market driven and market driving strategies. It provides a comparison between both the strategies and concludes that hi-tech industry has successfully adopted the market driving strategies.</em>
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Sheldon, Kennon M., Andrew J. Elliot, Youngmee Kim, and Tim Kasser. "What is satisfying about satisfying events? Testing 10 candidate psychological needs." Journal of Personality and Social Psychology 80, no. 2 (2001): 325–39. http://dx.doi.org/10.1037/0022-3514.80.2.325.
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Slávik, Štefan, Richard Bednár, Ivana Mišúnová Hudáková, and Katarína Moravčíková. "Cluster Typology of Business Models of Start-Ups. (Example of Slovakia)." Administrative Sciences 10, no. 3 (2020): 54. http://dx.doi.org/10.3390/admsci10030054.
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Start-up is an emerging micro-enterprise that has different characteristics to a larger and mature enterprise. Its viability depends mainly on a functioning business model. The purpose of the research study is to identify the basic types of business model regardless of the specific industry, and thus to penetrate deeper into the more general cognition of start-up business making. The research sample contains 106 start-ups, the business models of which are described using fourteen criteria, which are derived from the visualization of canvas. The research sample is divided by cluster analysis (Ward’s hierarchical agglomeration method) into nine clusters, hence types of business models. For a better understanding, the clusters were aggregated into four groups with similar business models. Grouping A is characterized by the model with a small range of processes, mostly with higher product differentiation, scarce resources and satisfying the common basic and higher needs. Grouping B is characterized by the model with a large range of processes and higher product differentiation and satisfying the common basic and higher needs or newer practical needs. Start-ups in grouping C have the model with considerable differentiation aimed at satisfying the common needs. Grouping D has the model based on cultivating relationships with customers, cheap satisfying of needs and use of ordinary resources. The models differ the most in the span of operational processes, segmentation and distribution, and differ the least in the relationships between customers, the cost–price ratio and protection against imitation. The practical use of the identified clusters lies in the fact that they are a reflection of the real behaviour of start-ups, they determine the real parameters of business models, and therefore they provide the founders of start-ups with verified patterns, the outlines of which are probably not definitive.
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Hasan, Ameer, Muhammad Irfan Arif ., and Nimra Khan . "ATM Service Quality and its Effect on Customer Retention: A Case from Pakistani Banks." Information Management and Business Review 5, no. 6 (2013): 300–305. http://dx.doi.org/10.22610/imbr.v5i6.1055.
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The concept customer retention has received a considerable attention from a few decades in both areas as academic and industry. In the dynamic market environment, customer retention is seen as much important factor to compete in the market. Banks deals very closely to their customers, find, and fulfill their needs. Due to the technological advancement, banks are offering technology based services to the customers, the aim is to have a competitive advantage in satisfying their customer needs and hence to retain their customers. This research attempts to find the technology based ATM service quality, that how the customer are satisfied with it and hence being retained with the bank. The study will find the factor of ATM service quality that are helpful in retaining the customers. Data was collected from different banks of Pakistan and result depicts that the satisfaction of the bank customers with ATM service quality leads to retain the customer with the bank. Hence, the manger should need to focus on the quality ATM service to their customers, to retain their customers with the Banks.
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Sariyer, Gorkem, and Cagri Bulut. "What Makes the Service Satisfactory? Simulation-Based Approach In Data Generation." JOURNAL OF SOCIAL SCIENCE RESEARCH 5, no. 2 (2014): 758–63. http://dx.doi.org/10.24297/jssr.v5i2.3376.
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Increasing customer satisfaction, or satisfying customers needs and aspirations are the primary concern of the service industry. The proposed work defines the customer satisfaction via a utility function depending on the variables of service quality, perceived value of the service, and word-of-mouth. As an innovative approach, simulation techniques are used to obtain data of these variables instead of survey techniques.
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Laksmana, I. Nyoman Hendra, IGA Eka Teja Kusuma, and I. Nengah Landra. "Effect of Customer Relationship Management on Customer Satisfaction and Loyalty at Pt. Harmoni Permata Gianyar, Bali." International Journal of Contemporary Research and Review 9, no. 03 (2018): 20610–17. http://dx.doi.org/10.15520/ijcrr/2018/9/03/470.
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A highly competitive market makes companies need to maintain a positive relationship with their customers. A good CRM (customer relationship management) program will help the company to satisfy its customers. This research will explore various methods and techniques to build effective customer relationship management to satisfy customers. The purpose of this study is to examine the effectiveness of customer relationship management in maintaining and satisfying customers. This research shows that customer relationship management has a significant effect on customer satisfaction and loyalty. The variable also has a positive relationship. The company makes CRM as a capital to make customers more satisfied and stick with the company. This study concludes that CRM plays a major role in improving customer satisfaction, deep customer knowledge and customer loyalty. A better CRM will have clear information about what customers want, what their needs are, and what will make them more satisfied.
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Ng, Cheuk Fan. "Satisfying shoppers’ psychological needs: From public market to cyber-mall." Journal of Environmental Psychology 23, no. 4 (2003): 439–55. http://dx.doi.org/10.1016/s0272-4944(02)00102-0.
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Choudhary, Ali Iftikhar, Muhammad Asif ., Rashid Mehmood Choudhry ., Zafarullha Siddique ., and Asif Mughal . "Impact Of After Sale Service Characteristics on Customer Satisfaction." Information Management and Business Review 3, no. 6 (2011): 360–65. http://dx.doi.org/10.22610/imbr.v3i6.952.
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Researcher examines the impact of after sale service characteristics on customer satisfaction in home appliance industry of Pakistan. To what extent does characteristics like delivery time, installation of product, warranty time of product, feedback implementations and quality of service provided satisfies customers? In this globalized market, organizations try to differentiate themselves, so they tend to provide value added services to its customers; according their needs and wants. After detail and extensive review of literature researcher found that after sale service is essential in retaining and satisfying customers. Due to limited time, quantitative study is not possible. Practically our study benefitted for the manager of the organization that are mostly related to home appliances, so that they can check the customers trend towards after sale services characteristics i.e. delivery, installation, warranty, service quality and feedback.
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Stevanović, Tatjana, and Bojana Novićević Čečević. "BALANCED SCORECARD AND LEAN BUSINESS CONCEPT." Facta Universitatis, Series: Economics and Organization, no. 1 (September 26, 2018): 149. http://dx.doi.org/10.22190/fueo1802149s.
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Changing modern business environment necessarily triggers the need to constantly search for new business concepts, management modes, and performance measurement systems. In recent decades, lean business concept has been widely applied in companies. This concept focuses on creating value for customers. The value refers to the delivery of products and services with all the characteristics required by customers, just in time, and at the lowest price possible. As the basic task of the company is to satisfy different needs, it is understandable that the company success will depend on the success in satisfying its customers’ needs. In this sense, the research subject in this paper is defining a possible system of performance measures in companies that apply lean business concept. The research results show that Balanced Scorecard can be applied in companies that apply the basic lean principles. This is because it primarily takes into account the value delivered to customers, and, based on this value, forms performance measures within the given perspectives. Also, an important aspect of Balanced Scorecard refers to internal processes and learning and growth, which lean concept particularly concerns.
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Pine, B. Joseph. "How B2B companies create economic value by designing experiences and transformations for their customers." Strategy & Leadership 43, no. 3 (2015): 2–6. http://dx.doi.org/10.1108/sl-03-2015-0018.
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Purpose – This article explains how B2B companies can create economic value by designing experiences and innovations that will be transformative for their customers. Design/methodology/approach – The article shows that B2B goods and services are increasingly marketed in an Experience Economy, an arena where interactions are based on what experiences buyers and their customers value. Findings – The big value creation insight is that industrial companies. like consumer product companies, can create breakthrough innovations by understanding, responding to and transforming the experience of their customers. But with B2B companies the experience discovery process extends to their customers’ customers. Practical implications – Almost any B2B business can be transformative if it aims its innovation efforts at satisfying its customers emerging needs and those of its customers’ customers. These are the aspirational outcomes that transformative companies provide. Originality/value – One of the first articles to show leadership of B2B companies and their marketing and research units how to set up experience demonstrations and development projects that involve their customers in the process of customization, innovation and transformation.
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Kyprianides, A., M. J. Easterbrook, and R. Brown. "Group identities benefit well-being by satisfying needs." Journal of Experimental Social Psychology 84 (September 2019): 103836. http://dx.doi.org/10.1016/j.jesp.2019.103836.
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Baker, Zachary G., Emily M. Watlington, and C. Raymond Knee. "The role of rapport in satisfying one’s basic psychological needs." Motivation and Emotion 44, no. 2 (2020): 329–43. http://dx.doi.org/10.1007/s11031-020-09819-5.
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Iqbal, M. "Marketing of Retail Financial Services." Transactions of the Faculty of Actuaries 41 (1987): 444–541. http://dx.doi.org/10.1017/s007136860000985x.
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1.1 In recent years insurance companies have begun to employ marketing techniques in search of greater success in an increasingly competitive market place. Several companies have Marketing Departments. However, those who have used marketing techniques most efficiently are not necessarily those with the largest departments.1.2 Too often marketing is confused with promotion which is but one facet of a multi-faceted discipline. Another common mistake is to regard marketing as a subset of selling. This is understandable because most senior marketing appointments in the insurance industry have gone to people with a sales background. Levitt in his classic article Marketing Myopia inHarvard Business Reviewsaid:“Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller's need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it.The selling concept starts with the company's existing products and calls for heavy promotion and selling to achieve profitable sales. The marketing concept is a customers' needs and wants orientation backed by integrated marketing effort aimed at generating customer satisfaction as a key to satisfying customer goals.The determination of what is to be produced should not be in the hands of the companies but in the hands of the customers. The companies produce what the consumers want and in this way maximize consumer welfare and earn their profits.”
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Chiu, Wan Yu, Gwo Hshiung Tzeng, and Han Lin Li. "Developing e-store marketing strategies to satisfy customers' needs using a new hybrid gray relational model." International Journal of Information Technology & Decision Making 13, no. 02 (2014): 231–61. http://dx.doi.org/10.1142/s0219622014500357.
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With the increasing popularity of online shopping services, e-stores are experiencing ever more fierce competition. Thus, it is imperative that managers take steps to improve their services and ensure customer loyalty, and this can only be done by understanding their customers' needs and developing appropriate marketing strategies. Therefore, the aim of this paper is to propose a new hybrid gray relational model to enhance strategies by adopting innovation and creativity to achieve the aspiration level in each dimension/criterion of satisfying/promoting human life and convenient service. This new hybrid gray relational model, which can improve the performance of each criteria to close the aspiration level of each reference point, will address interdependent problems among dimensions/criteria in the real world and provide feedback. More specifically, a DANP (DEMATEL-based ANP) and a gray relational assessment model will be combined to produce an influential network relationship map (INRM), showing the influential weights and gaps between the actual performance and the level of aspiration. As such, the contribution made by this research will be to produce the best strategies for e-store managers to improve their business model in order to meet customers' needs, encourage them to repurchase, and to enable stores to provide the most effective and efficient service for their customers.
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Haque, Umama Nasrin, and Rabin Mazumder. "A Study on the Relationship Between Customer Loyalty and Customer Trust in Online Shopping." International Journal of Online Marketing 10, no. 2 (2020): 1–16. http://dx.doi.org/10.4018/ijom.2020040101.
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Recently, the online market environment is quite competitive, and the organizations have to make sure to focus on continuously meeting the current and potential needs of the customers. Customer loyalty is primarily achieved by satisfying customer's expectations. In online shopping, since the products are intangible, it is important to build trust among the customers. Organizations need to thoroughly understand the consumer behavior and consumer needs in order to create and implement effective customer retention strategies. This study attempts to study the relationship between customer loyalty and customer trust in online shopping since trust is the glue that holds the customer relationship together in the current competitive market. Data is collected through the structured questionnaire. The results of this study legitimate the idea that trust of the customer acts as a mediating factor which enhances the loyalty of the customer in regard to the further purchase and consumption of the particular product or service in the online environment.
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Bachir, Sami. "THE EVOLUTION OF CUSTOMER RELATIONSHIP MANAGEMENT IN THE DIGITAL AGE AND ITS IMPACT ON BANKS." EUrASEANs: journal on global socio-economic dynamics, no. 3(28) (May 31, 2021): 50–63. http://dx.doi.org/10.35678/2539-5645.3(28).2021.50-63.
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Digital transformation in the business world is occurring at a high speed these days. The main concern of many organizations worldwide is integrating information and communication technologies (ICT) into their relationship management. This integrative strategy is primarily aimed at satisfying customers’ needs and attaining their loyalty to achieve higher revenues and thus profits. This paper is a literature review on customer relationship management (CRM) and its beneficial impacts on banks due to its digital transformation into electronic customer relationship management (e-CRM). The usefulness of e-CRM to banks stems from reduced routine work across bank branches. Huge customer information data storage and easy access through digital assistance provides banks with the capability to assess their needs and attend to them instantly. On the other hand, advanced technologies allow customers a new experience with their banks. This experience entails convenient interaction, faster response, time-saving, cost reduction, security, and trustworthy relations with the bank.
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S, Sharma. "Competitive strategies in business." Journal of Management and Science 10, no. 2 (2020): 1–6. http://dx.doi.org/10.26524/jms.2020.2.1.
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In a competitive strategy, the business has great value in recognizing the skills and businesses that need to attract customers and their comprehensive options to improve their position in the market. This concept distinguishes the "perspectives and actions" of managers from a strategic point of view. It means that the competitive strategy revolves around the pioneers' methods to improve the company's position in the market by satisfying customers. It Improves market conditions simultaneously leads to action against competitors. The competence of a competitive strategy (rather than a strong strategy) has a competitive impact. The competitive strategy involves techniques that follow different ways of managing the progress of the competition. The purpose of a competitive strategy is to win the hearts of competitors (or rival networks) by meeting customers' needs to achieve a competitive strategy. So, this article focuses on all aspects of competitive strategy in companies.
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Kumar, Vishal. "An Empirical Study of Customers’ Awareness towards Value Added Services at Banks." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 3, no. 6 (2018): 22–34. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.36.3002.
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The growth of value-added services in the economy cannot undermine the relevance of information and communication technology at any point in time, because it plays a critical role in satisfying the needs of customers. Nevertheless, the question arises whether the customers are aware of the use of IT-enabled services. The current study focuses its attention on the Value-added Services i.e., the services that deliver value to the customers and its impact on customers’ satisfaction by taking into consideration their awareness level. For the purpose of a study, two public sector banks and two private sector banks have been selected from Chandigarh Tricity, India i.e., (Chandigarh, Panchkula, and Mohali) and customers are approached to study the impact of their awareness level on the value-added services of these banks. A sample of 400 customers of different age, qualification, occupation, annual income and locality was included in Data Analysis. Descriptive analysis was made with the help of SPSS. It is quite interesting to note that both public and private sector banks are focusing on the need of value-added services for customers so that they can easily meet their banking requirements, whereas people from rural and semi-urban areas are not much aware of the value-added services.
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Berndt, Adele. "BREAKFAST GONE BAD … the case of Kellogg’s rice Krispies®." Emerald Emerging Markets Case Studies 9, no. 3 (2019): 1–23. http://dx.doi.org/10.1108/eemcs-02-2019-0035.
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Learning outcomes After having discussed the case, the reader will be able to analyse the dangers associated with product changes; contrast various strategic marketing issues that can be considered when implementing changes, including marketing communication and the use of social media; motivate an approach to customer complaints and comments on the launch of a new product; and comment on the ethical issues associated with new product launches. Case overview/synopsis Marketers are focused on satisfying customers’ needs, and no organisation would deliberately offend or alienate customers. Occasionally, organisations make decisions that anger customers as they do not understand the reasoning behind them. Sometimes, the decision is the correct one and once the company has clarified the reason behind it, the customer adjusts to the new situation. At other times, the consumer refuses to accept the decision and abandons the organisation or the specific product. This situation indicates some important negative outcomes for companies when making changes to product formulas. Social media allows customers to complain and comment, adding visibility to the situation. All these factors contribute to presenting management with a challenge in dealing with this situation, considering the needs of the company and balancing them with the customer reactions. Complexity academic level Third-year strategic marketing students MBA students (marketing courses) Supplementary materials Teaching notes (and necessary annexures) permissions. Subject code CSS 8: Marketing.
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Mavis Dah, Helen, and Arnold Dumenya. "Investigating Customer Feedback Channels in the Hotel Industry: the Case of Ho – Ghana." European Scientific Journal, ESJ 12, no. 26 (2016): 353. http://dx.doi.org/10.19044/esj.2016.v12n26p353.
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Knowing what delight customers and satisfying them is highly critical for success in today’s competitive business environment. In order to satisfy customers and to meet their expectations, hotels must be able to understand customers’ needs and wants. Customer feedback provides invaluable information for organizations to re-orient their products and services. This study explores customer feedback channels that are used by hotels in Ho, Ghana and examines customers’ perceptions on the effectiveness of the feedback channels. Also, customers’ preferred channels were examined. Structured questionnaires were administered to 300 hotel guests at random. Out of the 300 questionnaires distributed, 171 were completed and used in the final analyses. Data was analyzed using SPSS version 22. The results revealed that suggestion box was mostly used by the hotels and guests perceived this channel as most effective among all other feedback channels. Also, guests preferred to provide feedback on one-on-one contact. The study concludes that developing effective customer feedback channels would motivate gueststo tell the hotel management about their satisfaction or dissatisfaction on the hotel services and products. Guest contact staff should be well trained in handling customer feedback and to possess good communication skills.
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Grzelak, Małgorzata. "FORECASTING PRODUCTION VOLUME IN A PLASTICS ENTERPRISE." Współczesna Gospodarka 10, no. 1 (32) (2019): 69–78. http://dx.doi.org/10.26881/wg.2019.1.07.
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The functioning of production enterprises is based on satisfying the needs of customers through the timely manufacture of products in accordance with the demand existing on the market. The availability of the offered range of products is guaranteed by a correct preparation of forecasts of potential orders. This article presents a multiple-regression-method-based tool supporting the planning of production volumes in an enterprise depending on the calendar month. Reliability analysis of the developed model through the analysis of residuals and their autocorrelations and partial autocorrelations is also presented.
 JEL classification: C2, C22.
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Tse, Florence, T. F., and Catherine Y. P. Chan. "New approach for fashion design." Research Journal of Textile and Apparel 20, no. 1 (2016): 53–60. http://dx.doi.org/10.1108/rjta-02-2015-0004.
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Purpose This paper aims to suggest a user-approach to doing style designs for apparel products. Design/methodology/approach A case of the approach to produce a collection of party dresses for mothers-to-be was presented. Two consecutive studies were conducted to understand and identify the needs of contemporary business women for maternity party dresses to attend banquets and functions. In these two studies, direct dialogue with target customers and scene deployment were used to collect the voice of the customer (VOC); affinity diagramming was used to organize the collected VOC data into items that were required by target customers; and the pairwise comparison method of analytic hierarchy process was used to identify important requirements. Findings In using various design techniques and incorporating appropriate fashion elements, style designs were produced with the primary focus on meeting user needs. Originality/value It has been a common practice that marketers do market research and designers do style creation. However, a joint effort of these two parties is required to better understand and address user needs. With the main focus on collecting and analyzing the VOC and organizing it into customer needs before applying various design techniques and incorporating appropriate fashion elements, the style designs that were produced in this case study were highly capable of satisfying user needs.
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Dr Subhadeep Chakraborty and Subhadeep Mukherjee. "A Study on Customer’s Satisfaction towards Brands of Select Fast Moving Consumer Goods." GIS Business 15, no. 2 (2020): 88–103. http://dx.doi.org/10.26643/gis.v15i2.18900.
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The demand for fast-moving consumer goods (FMCG) is increasing day by day. Today we are witnessing a lot of brands of FMCG products in the Indian market. But the question is how much these brands are satisfying the customers’ needs in the Indian market. Keeping this point in view, the paper endeavours to highlight how much the customers are satisfiedwith the brands of FMCG products. Existing literature shows that product quality, service quality, perceived value and financial benefit actually affect customer satisfaction. So analysis in this paper is made to see the correlation with customer satisfaction to other independent variables selected. The relationship between the dependent and independent variables in the study has been analyzed using Regression Analysis. The study is carried out in Tinsukia town, Assam with the total sample size of 375 selected on a quota sampling basis.
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Asriah Immawati, Siti, and Arissetyanto Nugroho. "GREEN MARKETING AS THE SOURCE OF THE COMPETITIVE ADVANTAGE OF THE BUSINESS." Dinasti International Journal of Management Science 1, no. 6 (2020): 944–53. http://dx.doi.org/10.31933/dijms.v1i6.402.
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One marketing strategy that can be chosen by companies to realize efforts to obtain competitive advantage is to implement a green marketing strategy. Green marketing has played an important role in satisfying the needs and desires of customers and keeping companies accountable in maintaining the long-term social and environmental benefits they can get through effective green marketing. Green marketing has been proven to increase competitive advantage. Therefore, improving the quality of green marketing and continuous innovation so that competitive advantage can be maintained and able to win the competition must always be run by the company
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Özad, Bahire Efe, and Gülen Uygarer. "Attachment Needs and Social Networking Sites." Social Behavior and Personality: an international journal 42, no. 1 (2014): 43S—52S. http://dx.doi.org/10.2224/sbp.2014.42.0.s43.
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Attachment is a significant human need throughout life. Recent developments in communication technologies indicate that social networking sites (SNS) play a significant role in forming relationships. In addition to forming real-life relationships, students also form new relationships and maintain already existing relationships through SNS. In other words, in line with uses and gratifications theory, new media are used to gratify students' needs. In this study conducted in 2011, we compared real-life friendships with friendships formed through SNS, in fulfilling the attachment needs of students at the English Preparatory School at the Eastern Mediterranean University. We found statistically significant differences between attachments formed in real life and those formed through SNS. Therefore, we determined that SNS play a significant role in satisfying the need for attachment among young people who are at the outset of their tertiary education.
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Rashmi, S. B., and D. C. Arun Kumar. "Consumer Perception Towards Online Home Services." Journal of Computational and Theoretical Nanoscience 17, no. 9 (2020): 4442–45. http://dx.doi.org/10.1166/jctn.2020.9093.
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Information technology is playing a major role in boosting the business. Increase in use of internet and mobile services has led to the emergences of new avenues. Home services industry is one of the latest industries in tapping the opportunity of E-commerce. The advancement of information technology has reformed the life of the customers in satisfying their needs at their doorsteps. Further, the busy lifestyle of the customer is further triggering the customers to avail the services right on demand. Hence, this paper deals with research and analysis about consumer’s perception towards booking home services online. Questionnaire was distributed to 100 respondents in a random way for the purpose of collecting data. The purpose of the study is to identify the major factors influencing online behavior of a consumer. The study reveals that the customers look for friendly apps, response given from the company, vendor’s availability, vendor-customer relationship, quality services, and delivery performance. The study revealed that there is no relationship between the response of the company and the delivery performance.
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Sultoni, Mohammad Hamim, and Sudarmiatin. "Loyalty As Affecting Mediator Of Service Quality And Customer Satisfaction Towards Competitive Advantage." Journal of Management Science (JMAS) 4, no. 2 (2021): 39–42. http://dx.doi.org/10.35335/jmas.v4i2.103.
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When preparing an effective marketing strategy, a bank must consider its competitors as well as its customers. Establishing a mutual relationship with customers requires a better means of satisfying customer needs than the competitors. Micro, Small, and Medium-sized Enterprises (MSMEs) should always analyze their competitors and develop marketing strategies that effectively give the company a good position compared to the competitors and provide a competitive advantage as strong as possible. This research was conducted using a quantitative method. The design was categorized as causal relationship research. The data were then analyzed using the path analysis. Findings of the research showed that customer satisfaction, service quality, and customer loyalty affected the competitive advantage of Sentra Batik Pamekasan. The effect of customer loyalty on the competitive advantage could be observed from the number of Sentra Batik Pamekasan’s customers who decided not to move to other financial institutions (banks). When the company could give better service quality, the customer loyalty and the competitive advantage among financial institutions would get higher.
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LIN, JYHJONG. "AN OBJECT-ORIENTED DEVELOPMENT METHOD FOR CONSUMER SUPPORT SYSTEMS." International Journal of Software Engineering and Knowledge Engineering 19, no. 07 (2009): 933–60. http://dx.doi.org/10.1142/s0218194009004507.
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In recent years, customer relationships have been recognized by enterprises as a critical factor to succeed in their business. Effective customer relationships can help enterprises to deliver more satisfying products/services to customers based on their needs, preferences, or past transactions. This model, however, emphasizes the use of customer information to benefit enterprises; in contrast customers receive less information from enterprises. To address this problem, many technologies have been proposed such as recommendation systems and intelligent agents that provide customers with more information for their possible needs. However, these technologies still have some shortcomings that initiate the discussion of a new Consumer Support Systems (CSS) paradigm. CSS is specifically structured to provide consumers with effective information from enterprises to support their decision making. In this paper, we present an object-oriented method for the development of CSS that supports enhanced customer relationships by emphasizing on effective information provision from enterprises to consumers. The method starts from the identification of CSS characteristics, through the recognition of a system architecture that supports the realization of these characteristics, and finally ends with the analysis and design of architectural class objects that collaborate to realize these characteristics. The method is use case driven with UML and Petri nets notations utilized and extended as its modeling tool. To illustrate this, the method is applied to an exemplified CSS for book publishing.
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Restecka, M., and R. Wolniak. "IT Systems in Aid of Welding Processes Quality Management in the Automotive Industry." Archives of Metallurgy and Materials 61, no. 4 (2016): 1785–92. http://dx.doi.org/10.1515/amm-2016-0288.
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Abstract The most important issue for the producers nowadays is to meet the requirements of customers, satisfying their perceived but also the unperceived needs. In order to control the quality of welding processes correctly one must have knowledge of welding drawings, symbols, designs of welded joints, welding procedures, requirements set in codes and standards, also have knowledge of the techniques of inspection and testing connected with the automotive industry. The article shows ways to increase quality in the industry through the use of robotization and computerization. Presented examples and application of IT systems in aid of welding processes quality management in the automotive industry.
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Pelser, C., and P. G. Mostert. "Relationship intention and satisfaction as predictors of wholesale and retail customers’ loyalty towards their training providers." Southern African Business Review 20, no. 1 (2019): 29–50. http://dx.doi.org/10.25159/1998-8125/6042.
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It is not surprising that service providers are increasingly attempting to establish customer loyalty as competition intensifies in service industries. Building long-term relationships and satisfying customer expectations could be an effective strategy to follow according to research that suggests strong relationships between customer relationships, customer satisfaction and customer loyalty. However, some researchers suggest that service providers should direct their marketing efforts only towards customers who have relationship intentions. It is thus essential for service providers to consider customers’ relationship intentions and satisfaction when drafting strategies aimed at building customer loyalty. The purpose of this study was to determine the extent to which relationship intention and satisfaction predict customer loyalty within the wholesale and retail training sectors. Data were gathered from 185 wholesale and retail skills development decision-makers located across South Africa, who were involved in the selection of their organisations’ training providers. Using hierarchical multiple regression analysis, the fi ndings indicate that relationship intention and satisfaction significantly predict customer loyalty towards wholesale and retail training providers. Wholesale and retail training providers thus need to understand that establishing customer loyalty depends on their ability to develop strong relationships with customers who are receptive to relationship marketing efforts, and to ensure that these customers’ needs are met.
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Kitova, Juliet A., and Natalia R. Aprelikova. "Yandex Users’ Needs in Knowledge on Psychology." RUDN Journal of Psychology and Pedagogics 16, no. 4 (2019): 618–33. http://dx.doi.org/10.22363/2313-1683-2019-16-4-618-633.
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Modern information technology space provides people with new opportunities for learning about the world, acquiring additional knowledge and satisfying cognitive needs. The paper analyzes the requests and characteristic features of the needs for knowledge on psychology of the Internet users in the Russian Federation. The study was conducted on the basis of the search queries in Yandex. The specific user requests demonstrate a heterogeneous level of interest in various branches of psychology, which allows highlighting the structural and substantial features of the respondents’ needs in psychology knowledge and the forms of obtaining the kind of knowledge they prefer. In general, the research results showed a high level of interest of the Internet users in knowledge on psychology, demonstrated their high orientation towards the search for useful information on personal development, professional activities and the development of favorable relationships with others. The data obtained indicate the most important areas of knowledge on psychology for a modern person and will be useful in the framework of psychological and educational theory and practice. The article points out that the study of the needs of the population in knowledge on psychology should be an integral part of the psychological community, which is responsible for the psychological well-being of people and the development of the psychological culture of society as a whole.
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Marianos, Nikolaos, and Maria Lambrou. "An Integrated Methodology for the Evaluation of Electronic Port Services." International Journal of Service Science, Management, Engineering, and Technology 1, no. 3 (2010): 63–83. http://dx.doi.org/10.4018/jssmet.2010070104.
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This article introduces a formal evaluation methodology for IT investments specifically designed to cope with the needs of port industry. Port industry is a service-oriented industry and, as such, is characterised by the intangible nature of benefits. The goal of this paper is to develop a methodology for the evaluation of container terminal related electronic services that incorporates both strategic and analytic evaluation techniques for performing both ex-ante and ex-post evaluation. Port industry is an interesting case because, although it is characterised by intense competition and ports have to concentrate in satisfying the customers’ needs by proving value added services with the use of advanced information and communication technologies (ICT), it is also characterised by a lag in adopting new technologies and techniques compared to other industries. In this paper, the authors present an analysis of the industry’s specific needs and proposes a dynamic evaluation methodology specifically designed to satisfy them.
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Nasim, Shahzad. "CONSUMER BEHAVIOR TOWARDS SHOPPING MALLS: A SYSTEMATIC NARRATIVE REVIEW." IBT Journal of Business Studies 14, no. 1 (2018): 81–94. http://dx.doi.org/10.46745/ilma.jbs.2018.14.01.07.
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The purpose of the study is to recognize the factors that influence the consumer’s behavior towards shopping centers. Along with this study endeavors have been made to investigate different components which influence the consumer behavior towards shopping mall. This literature review found the consumer preferences towards shopping mall. Customers do not go shopping mall only for shopping but also for entertainment. Different studies denote that there are numerous factors that appeal the customer towards shopping mall. This work will definitely help shopkeepers or retailers to make changes (if any) in the mall in order to attract customers and satisfying their needs and wants and also important for the development of a mall. After reexamining of 100 papers on consumer behavior towards shopping mall author recognized that shopping environment, ease of shopping, availability of different products, showbiz offered at malls, parking facility, good product quality, discount and sales promotion are the factors that convince the Shoppers to visit shopping malls with entertainment.
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Brown, Mitch. "Goal relevance and desirability of virtuous behavior in satisfying affiliative and pathogen avoidance needs." Personality and Individual Differences 181 (October 2021): 111025. http://dx.doi.org/10.1016/j.paid.2021.111025.
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Philipson, Sarah. "Consumers and enterprises as actors on the market." Harvard Deusto Business Research 9, no. 2 (2020): 168–80. http://dx.doi.org/10.48132/hdbr.302.
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This conceptual paper discusses the phenomenon of differentiation made possible through branding or innovation or a combination of the two. Differentiation is eventually the driving force for the development of its own negation, commoditization. When customers have endured a commoditized market long enough the opportunities open up for creative destruction, this concept of Schumpeter (1942), means that an entrepreneur invents a completely new way of satisfying the customers’ unsatisfied needs, making the industry that no longer bothered about their customers. Many researchers have tried to re/brand destructive innovation as their own, with concepts, such as of ”transilience”, and “blue ocean strategy’, as opposed to ‘red ocean strategy’.
 The paper focuses on innovation as a differentiation strategy and on temporary monopoly rent as a driver of innovation. Increased competition and shortening and life cycles makes capitalism more volatile and the strategies to reduce the risks involved are discussed. These strategies lead to the real-world implementation of the concentration of capital forecasted by Marx and feared by Schumpeter.
 The paper identifies the need to continuously monitor the concentration of capital and to understand individual markets by studying the firm’s profit.
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Omnia Ahmed, Omnia Ahmed. "Customer Satisfaction Comparison between Islamic and Conventional Banks: Case Study of Qatari Banks." journal of king Abdulaziz University Islamic Economics 31, no. 2 (2018): 17–32. http://dx.doi.org/10.4197/islec.31-2.2.
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This paper examines customer satisfaction in Islamic banks in Qatar in comparison with their conventional counterpart. It is an attempt to investigate whether Islamic banks have overcome the obstacle of being relatively new; whether they have started providing satisfying services to their customers or whether they act as taking advantage of their customers’ needs for Islamic finance products and treat them as captive clients who resort to Islamic banks for religious reasons. The research queries needed to be answered by the bank’s customers themselves to test their view of the services they get. A comprehensive comparative questionnaire was formulated. Responses from the questionnaire and other data collected from banks’ websites, personal interviews, etc., were analyzed. The paper conducted cross-sector comparisons of Islamic and conventional banking as well as individual comparisons between banks. Analysis of these results, computing averages and comparing them at the level of each bank as well as at the sectoral level between Islamic banks and conventional banks, was conducted. Through this, the paper attempts to uncover banks’ performance and find out all areas of improvements that the Islamic and conventional banks need to work on.
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Lemay, Edward P., Margaret S. Clark, and Brooke C. Feeney. "Projection of responsiveness to needs and the construction of satisfying communal relationships." Journal of Personality and Social Psychology 92, no. 5 (2007): 834–53. http://dx.doi.org/10.1037/0022-3514.92.5.834.
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Djojo, Brata Wibawa, and Karin Tamara. "Perancangan E-CRM pada PT Multi Superindo Manunggal." Winners 11, no. 1 (2010): 26. http://dx.doi.org/10.21512/tw.v11i1.697.
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The key to the success of a company does not only lie in the product or service being offered, but in how far the company's efforts in satisfying the needs of its customers. Results of the system analysis, shows that problems faced by the company are caused by still not optimal customer services. The purpose of this study is to analyze the appropriate strategy for the company and design systems to support the implementation of the strategy. The analytical method used in analyzing the industry with Porter's Five Forces model, and formulation of strategies for using the method of analysis of external and internal environment with matrix IFE and EFE, followed by a SWOT matrix, and strategy decisions based on the matrix QSPM. Results from the formulation of strategy are market penetration strategy. E-CRM system is considered to be the most appropriate in implementation of this strategy and overcoming the problems faced by the company. Web-based e-CRM systems, focusing on the development and maintenance of long-term relationships with customers that can provide added value to both. E-CRM system is expected to make transactions easier for customers to order and get customer service, and also for prospective customers to access accurate company information. Design of E-CRM systems are conducted using 7C method.
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Tzvetkova, Svetla. "ANALYZING AND CHOOSING THE TARGET SEGMENTS OF THE MARKET FOR CARGO FREIGHT TRANSPORT SERVICES." CBU International Conference Proceedings 6 (September 26, 2018): 486–90. http://dx.doi.org/10.12955/cbup.v6.1202.
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In order to attract more customers, transport enterprises strive towards providing transport services that fully meet their marketing criteria for quality. However, transport enterprises are not always capable of fully satisfying customers’ needs. Therefore, when choosing their “own” customers, transport enterprises need to develop a program for segmenting the transport market by recognizing its real capabilities for performing marketing events. The segmentation criteria depend on the economic and geographical peculiarities of the region, the development of transport infrastructure, the peculiarities of management and the transport enterprise’s capabilities.The report indicates the main stages of conducting effective segmentation of the cargo transport market. The necessity for analyzing the competitive advantages of enterprises working in a specific region has been determined; one instance involves the use of key factors that influence the quality of the transport service whose improvement in turn helps improve the competitiveness of enterprises. The paper’s main idea is to showcase the necessity and approaches for analyzing and assessing those target segments of the transport service market that carry out cargo freights. Segmentation is an essential element of the marketing concept that allows transport enterprises to choose those target segments of the market that are the most convenient and effective for them, thus guaranteeing the optimization of their expenses and profits.
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Reynoso, Javier, and Karla Cabrera. "Managing informal service organizations at the base of the pyramid (BoP)." Journal of Services Marketing 33, no. 1 (2019): 112–24. http://dx.doi.org/10.1108/jsm-10-2018-0298.
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PurposeThis paper aims to explore and learn about managerial practices of informal services at the base of the pyramid (BoP).Design/methodology/approachThe study reports findings of an empirical research conducted in 16 cities in Mexico during a two-year period. Managerial practices in 327 micro-businesses were identified and analyzed after conducting direct observation and personal interviews with owners, employees and customers of these BoP informal service businesses.FindingsThe paper shows that managerial practices of BoP informal service micro-businesses are developed through a dynamic, integrated network of owner, employees and customers who integrate scarce resources building win-win-win relationships to satisfy their basic daily needs.Practical implicationsThe creation and management of a BoP informal service business is mainly a matter of satisfying basic needs, aiming to positively transform a community by improving well-being. This paper provides insights to understand those relationships and interactions among the main actors involved, highlighting the need to identify and integrate the BoP service management cycle to better address their needs.Originality/valueThis paper proposes a conceptual service management framework for informal micro-businesses at the BoP integrating the owners, employees and customers’ perspectives. Three corresponding cycles are identified and discussed, which are useful to elicit relevant characteristics of key roles, activities, interactions and relationships taking place in informal services.
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Jin, Borae, and Joohan Kim. "Grit, Basic Needs Satisfaction, and Subjective Well-Being." Journal of Individual Differences 38, no. 1 (2017): 29–35. http://dx.doi.org/10.1027/1614-0001/a000219.
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Abstract. In this study, we investigated how grit is related to the satisfaction of the basic needs and subjective well-being. Grit means dedication to long-term goals with enthusiasm, which is closely related to success in objective terms. Thus, we expected that grit would be positively related to satisfying the autonomy and competence needs, which would lead to greater subjective well-being (i.e., higher life satisfaction and lower depression). A survey of young adults (N = 455) revealed that grit is strongly related to both the autonomy and competence needs, and these needs mediated the effect of grit on subjective well-being. Grit, did not directly increase life satisfaction but weakly decreased depression. Further, the two basic needs played different roles in enhancing subjective well-being. Autonomy reduced depression, and competence increased life satisfaction.
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Christine Reidhead. "A review of businesses that focus on markets vs. businesses that focus on products in association with market orientation." Technium Social Sciences Journal 11 (September 3, 2020): 203–9. http://dx.doi.org/10.47577/tssj.v11i1.1610.
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A white paper written on building market-focused businesses reported that organizations which are market-focused primarily set their competitive advantage by delivering superior value beneficially to their target customers alongside thriving in their financial performance. However, this conclusion was made only for market-focused businesses, but we believe that the same applies to product-focused businesses in light of the research which can be related to such a strategic approach. In this review, we discuss the two forms of business philosophies; the first is market-focused business philosophy which is primarily concerned with satisfying customers and market needs, and the second, a product-focused business philosophy is concerned with leading through the innovation of the core offerings of an organization. Surprisingly, both these strategic options have so far not been widely explored comparatively in the available literature. Regardless, we propose that both have a relationship with a certain degree of market orientation that can help to solve the mystery regarding which strategic option is superior over another. This relationship further needs to be tested with empirical evidence to help the managers so they can guide the right strategic direction of the company. Furthermore, it is suggested that strategic focus in crisis situations also need to be further analyzed with regard to product-focused and market-focused businesses.
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Nichifor, Bogdan, and Ioana Olariu. "CONSUMERS PRODUCTS AND SERVICES VALUE PERCEPTION." STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION, no. 13 (December 17, 2008): 61. http://dx.doi.org/10.29358/sceco.v0i13.19.
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This article is a theoretical approach on products and services as value satisfiers. Consumers have knowledge about the personal, symbolic values that products, services and brands help them satisfy or achieve. Values are people’s broad life goals. Values often involve the emotional affect associated with such goals and needs (the strong feelings and emotions that accompany success). Recognizing when a value has been satisfied or a basic life goal has been achieved is an internal feeling that is somewhat intangible and subjective. In contrast, functional and psychosocial consequences are more tangible and are more obvious when they occur. Salespeople add value by identifying customer needs and devising or delivering a solution for those needs. Salespeople are able to adapt how products or/and services are presented or even to adapt products/services so that they meet the needs of the buyers. Such adaption powers professional selling, because customers often don’t know what they need or how to configure a solution to their needs. Satisfying a value usually elicits positive affect (happiness, joy, satisfaction), whereas blocking a value produces negative affect (frustration, anger, disappointment). Consumers can have products and services knowledge about products and services attributes, consequences of products or services use and personal values. Most marketing research focuses on one type of products and services knowledge – usually attributes or consequences, where the focus typically is on benefits rather than risks. Values are examined less frequently and usually in isolation. This paper objective is to show the importance of creating, delivering, and capturing buyer value. A company’s ability to deliver value to its customers is closely tied with its ability to create satisfaction for its employees and other stakeholders. Value ultimately depends on the perceiver. Smart companies not only offer purchase value but also offer use value as well.
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Damurski, Łukasz, Magdalena Mayer-Wydra, and Katarzyna Komorowska. "PRZESTRZENNY WYMIAR ŻYWOTNOŚCI OSIEDLA Z PERSPEKTYWY UŻYTKOWNIKÓW I USŁUGODAWCÓW." Studia Miejskie 37 (February 24, 2021): 11–22. http://dx.doi.org/10.25167/sm.1471.
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Neighbourhood liveability is a concept reflecting the perceived living conditions in a housing area. Liveability depends on one hand on the relationship between demand and supply on the local services market, and on the other hand on the spatial structure of the neighbourhood. In this paper we combine those two aspects by asking a question: what physical forms are the most effective in providing quality of life and satisfying the everyday needs of citizens? We present the results of social survey and mapping analysis conducted in 5 neighbourhoods in Poland representing big cities, medium towns and suburbs. Each case study included opinions of both the customers and services providers. The results show that there are particular spatial structures (streets, squares, passages) positively evaluated by each of the two groups, determining the neighbourhood liveability.
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Ambrož, Milan, and Martina Praprotnik. "Organisational Effectiveness and Customer Satisfaction." Organizacija 41, no. 5 (2008): 161–73. http://dx.doi.org/10.2478/v10051-008-0018-2.
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Organisational Effectiveness and Customer SatisfactionThis paper presents a test of the relationship between organizational culture as a crucial indicator of organizational effectiveness and customer satisfaction using service-unit data from two health resorts. Ensuring survival of the service organisation in the long run requires adaptations which are oriented towards achieving maximum customer satisfaction. This study intended to unveil the effect organisational factors have on customer service orientation from the customer and employee point of view within a two health resort service setting. The finding suggests that when trying to predict the comparative degree which organisational effectiveness factors have in satisfying customers' needs, performance, adaptability and mission can be of the highest importance. Some effects like performance were uniform for employees and customers, while others varied depending on the organisation and the customer or employee group. Furthermore, findings suggest that service performance and organisation mission of the service organisation predict customer satisfaction based on established and proven health services. In this context there is no room for innovation, despite the fact that employees and customers do not share similar views about the impact of organisational effectiveness. Developing an effective service organisation can provide a competitive advantage to the organisation. Critical for the success of the service organisation is that organisational agents have a clear view of the existing organisation effectiveness and a clear view of the customer expectations in this area.
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Malakooti Asl, Nargess, Mojtaba Kaffashan Kakhki, and Mehri Parirokh. "The evaluation of the relationship between customers’ knowledge management and their loyalty to academic libraries." Global Knowledge, Memory and Communication 70, no. 3 (2021): 205–24. http://dx.doi.org/10.1108/gkmc-12-2018-0104.
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Purpose This study aims to investigate the relationship between customers’ knowledge management and their loyalty to academic libraries. Design/methodology/approach This study was conducted by the descriptive-survey method. After determining the validity and the reliability of the questionnaire, 400 questionnaires were distributed among the undergraduate students of Ferdowsi University of Mashhad (FUM) by stratified sampling method. Finally, 373 questionnaires were considered as the basis for data analysis. Structural equation method was used for data analysis. Findings In this study, nine hypotheses were examined and tested. The results of the path analysis indicated that factors such as perceived value, knowledge about customer, satisfaction, perceived quality, knowledge for customer and knowledge about customer had the most to least impact on customer loyalty to academic libraries. In addition, this study highlighted the role of perceived value. Data analysis showed the important role of perceived value as an interface between customers’ knowledge management and its direct and indirect relationship with them. Practical implications Based on the findings of this study, it seems that the managers and the librarians of academic libraries need to consider the relationship between customers’ knowledge management and perceived quality, as well as the satisfaction of their customers to use the customer knowledge management capacities for developing their loyalty. Originality/value In this case, an effective step can be taken toward developing the knowledge management of users and ultimately encouraging them to show their loyalty to academic libraries and satisfying their information needs and providing the justification for the survival of these types of libraries.
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Aiswarya, G., and Dr Jayasree Krishnan. "Role of Brand experience in Fashion brands." Restaurant Business 118, no. 1 (2019): 57–64. http://dx.doi.org/10.26643/rb.v118i1.7615.
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Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected. Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.