From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship‐type ma

From Marketing Mix to Relationship Marketing

Objective – Rapid advances in financial technology have tremendously changed both the way of life and the way of doing business over recent decades. The ubiquitous usage of the internet is fostering new forms of enterprise. Mobile payment is a new way to conveniently and effectively conduct financial transactions through digital platforms. This study analyzes the factors influencing the adoption of mobile payments as a method of payment utilized by Generation Z. Generation Z represents the successor of the generation of our society and the generation that interacts the most with internet technology. Design/methodology – Using the Extended Unified Theory of Acceptance and Use of Technology (UTAUT) model, this study sampled 100 respondents of Generation Z from Jakarta and surrounding areas (JABODETABEK) and further analyzed using the Partial Least Square-Structural Equation Model (PLS-SEM).  Results – The results show that factors relating to Performance Expectancy, Social Influences, Facilitating Condition, Perceived Enjoyment, and Trust significantly affect the Behavioral Intention to use mobile payments to conduct online transactions. Effort Expectancy shows no significant effect. Contribution – This study provided the evidence about the factors influencing the Generation Z’s intention behavior to adopt mobile payment technology as a tool in online purchasing, using the extended UTAUT model. This stems from extended UTAUT and applies it to explore how the Behavioral Intention of Generation Z in adopting mobile payment technology.

/pdf/factors-influencing-the-adoption-of-mobile-payment-method-6757q1gfek.pdf

Factors Influencing the Adoption of Mobile Payment Method among Generation Z: the Extended UTAUT Approach

This is basically a comparative study based on University Students’ Satisfaction. Here, the researcher has made a comparison of University Students’ satisfaction of Banglalink and Grameen Phone users. A structured questionnaire is prepared to collect primary data from the different universities in the Sylhet City of Bangladesh. Having literature reviews, the researcher has selected 15 variables for measuring the satisfaction. The researcher has used MS Excel 2007 to analysis the data, i.e., descriptive statistics and t-statistics. The findings have shown that the students of Banglalink users are more satisfied than the students of Grameen Phone users in every respect. It seems that the students of Grameen Phone users expect more from their operator. Important variables for Banglalink are 1. Availability of Recharge Point, 2. Numbers of FnF, 3. Tariff: On-Net and 4. Tariff: FnF. Important variables for Grameen Phone are 1. Tariff: On-Net, 2. Internet Services, 3. Network Coverage, and 4. Number of FnF.

University Students’ Satisfaction of Banglalink & Grameen Phone: A Comparative Study

This is basically an analytic paper. Here the researcher has made a comparative analysis of customers’ satisfaction of Banglalink, Grameen Phone, Robi and Teletalk Telecommunication Companies in Bangladesh. An ordered questionnaire is organized to collect primary data from 400 customers from the customer care centers in the Sylhet City from Bangladesh. The researcher uses random and convenience sampling methods in this paper to collect data. The researcher selects fifteen independent variables to compare the customers’ satisfaction.  Descriptive statistics, t-statistics, and ANOVA have been used in here to analyze the data. The findings have shown that the customers of Robi Telecommunication Company are more satisfied than the other companies. The researcher has thought that this effect may be the effect of merging with Robi and Airtel.

https://i-proclaim.my/journals/index.php/gdeb/article/download/118/114

A Comparative Analysis of Customers’ Satisfaction of Telecommunications Industries: A Reference from Bangladesh

This study is to examine the satisfaction of customers towars the mobile phone services in Bangladesh based on the Mertin Fishbein's multiattribute attitude model. Some important factors or attributes (i.e., services) of GP and BL that affect the satisfaction level of the customers have been identified where customers give special emphasis. Two leading companies (GP and BL) and nine factors out of 28 have been considered for the convenience of the study. It was examined from the study that customers of Banglalink are more satisfied than the Grameen Phone (GP). Means differences of differents factors for the two companies are measured through t-test for test significance. Outcomes of the study may be used as an index by the mobile phone service providers for improvement of their services to satisfy the customers.

Customer satisfaction mobile phone services: an empirical study on Grameen Phone (GP) and Banglalink (BL) in Bangladesh

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Customer satisfaction mobile phone services: an empirical study on Grameen Phone (GP) and Banglalink (BL) in Bangladesh