Critically Analysis the Impact of Messages Delivered through Experiential Marketing Campaigns on Customer Loyalty (GC01488)
Acknowledgment
First of all, I would like to thank the almighty God for his kind and blessing and for giving me the knowledge and wisdom to conduct this research study. Secondly, cordial love and blessing to my honorable parents who have been supporting me in career development since childhood. Thirdly, I would appreciate the supervisor of this research study, who has supported me a lot with guidelines and suggestions in conducting the research work successfully. Fourthly, I am delighted to say thanks to my friends and relatives who have helped with their motivations and company recovering my stress during the study. Finally, I appreciate all of the respondents who participated in the interview and survey conducted to collect data in this research work.
Abstract
Understanding customer loyalty has been a challenging issue for business organizations including Carphone Warehouse in the current business world. In addition, in the increased endless fading of the message delivered marketing with the improved prevalence of promotional tools, building improved brand loyalty is a key issue for the retail giants. Message delivered as a marketing tool can impact and even shape customer loyalty significantly. In addition, it can support organizations to link its brand with experiences, places, multitude, impressions, bands, cases, etc. However, still, now many organizations including Carphone Warehouse do not have enough understanding about the effectiveness of advertising on customer purchasing behavior. Thus, analyzing the effectiveness of messages delivered as a marketing tool on customer purchasing behavior has been a key issue for organizations including Carphone Warehouse. Organizations including Carphone Warehouse must need to know how the message delivered as a marketing technique can be used more effectively to influence customer loyalty.
The aim of this research study is to evaluate the effectiveness of message delivered as a marketing tool on customer loyalty to guide Carphone Warehouse on how it can improve its understanding of customer loyalty. The objectives of the study are: 1) To explore message delivered used by Carphone Warehouse to track customer loyalty; 2) To identify the factors affecting customer loyalty ; 3) To assess the effectiveness of message delivered as a marketing tool on customer loyalty in the perspective of Carphone Warehouse customer views; 4) To identify the weaknesses of the message delivered marketing tools used by Carphone Warehouse; 5) To make recommendations for the Carphone Warehouse to improve its message delivered as a marketing tool to influence customer loyalty.
The research study has benefited the researcher in different ways. Firstly, it has developed and extended the researcher’s knowledge and understanding of how to conduct effective research work. Secondly, it has taught the researcher how to conduct research in the real field on participants and how to collect data through secondary sources and primary sources like interviews and surveys. Thirdly, it has taught the researcher to review the literature critically on the research subject areas. Fourthly, it has developed the researcher’s understanding of research methodologies including research philosophy, research designs, data collection methods, data analysis techniques, research reliability and validity, and research ethics. Finally, the researcher has been able to find a solution to the research problems, which recommend Carphone Warehouse to improve its advertisings techniques to influence customer buying decisions and attract them.
The study has used several methods and methodologies in this research work. As the research philosophy, the researcher has developed a pragmatism philosophy to undertake this study, where both positivism and interpretive paradigms have been applied. The researchers collected the required data from both primary and secondary sources and used both qualitative and quantitative data collection methods. The researcher has used a deductive research approach to conduct this research study. For collecting primary data the researcher has used two methods: interview and survey. For conducting a survey a particular survey questionnaire has been made and for conducting an interview one question paper has been prepared.
As a sampling technique, two different samples have been used in the study. One sample has been used for conducting interviews with Carphone Warehouse management people following probability sampling methods with random sampling technique. The second sample has been used for conducting a survey on Carphone Warehouse Motor’s customers following a non-probability sampling method with a quota sampling technique to investigate their buying behaviors. In this sample, a total of 50 customers have been selected, where 25 were males and 25 were females. The age groups of this sample were 25-65, and have been divided into five groups: 25-34, 35-44, 45-54, 55-64, and 65+. In each group, there were five males and five females. The researcher has used SPSS software and MS Excel application to analyze quantitative data, theme and content analyzing techniques to assess the qualitative data. The researcher has considered several ethical issues in the research works, mainly data confidentiality and anonymity.
The key findings of the research are vast majority number of customers like to get information through Carphone Warehouse Motor’s websites, where the 70% of consumers love mobile devices ads and internet ads, as well as message, delivered advertisements. As a result, Carphone Warehouse must put more concentration on digital advertisements (mainly Carphone Warehouse Motor’s website, the message delivered ads, mobile devices ads, and internet ads) than mass-media advertising. Carphone Warehouse Motor should also keep in mind that in the technological advancement customers are moving their heads from mass media towards digital ads, and has to take required actions to meet the customer expectations.
Chapter 1: Introduction
1.0 Introduction
In this current digital business world, it has been a challenging issue to understand customer (mainly online consumers) buying behavior for the organizations (Kotler et al., 2014). In addition, the endless fading of online advertising particularly message delivered marketing has played an important role in the purchasing decision made by the consumers when they buy any products or services online (Palmer, 2010). This means message delivered marketing has a significant impact on consumer purchasing behavior (Blackwell and Engel, 2013). However, many organizations including Carphone Warehouse Motor could not define the exact effectiveness of message delivered marketing on customer purchasing behaviors (Aaker, 2014). Thus, it has been an essential issue for organizations including Carphone Warehouse to evaluate the effectiveness of messages delivered as marketing tools on the consumers purchasing behaviors and decisions. As a result, the undertaking study conducts research work on the message delivered marketing and its effectiveness on customer loyalty.
In this chapter, first, the research background first has been discussed. Then, the research problem statement has been outlined. Next, research rationales have been discussed. Following this, the research aims and objectives have been defined. After that, the research questions have been identified. Finally, the research structure has been developed as a conclusion.
1.1 Research Background
Technology has been obtained an inseparable place in human life where people cannot even spend a single day without the digital and innovative products which have brought a significant value in lives. Today’s generation which is fond of such technology is often called millennials as they are the pioneers who want to adopt technology in their lives (Gauzente and Roy, 2012, Loubeau et al., 2014). The buying behavior of this millennial is a little different from the rest of the market as they are quick in decision making with faster processing of alternatives. Message delivered is somehow satisfying their need in this regard as the respective medium is full of information about technology-oriented products with a catchy description and details (Grotts and Widner Johnson, 2013, Mangold and Smith, 2012). The information patterns on messages delivered are helping the millennial generation to improve their buying behavior in almost all sectors especially automobiles. Carphone Warehouse is one of the giants of automobiles who is having its presence in almost every part of the world with its stylish, comfortable and innovative cars. The company is using the message delivered s as marketing tools to get access to the online buyers. However, it needs to understand its online consumers’ purchasing behaviors (Carphone Warehouse, 2014). As a result, this study has evaluated the message delivered s as marketing tools and their impact on consumers’ purchasing behaviors to make recommendations for Carphone Warehouse.
1.2 Problem Statement
Buying behavior of customers is under discussion for many years as organizations are completely agreed on its rational use for the growth of sales and profit (Moore, 2012, Saratovsky and Feldmann, 2013). However, the difficulty has emerged with the introduction of different social advertisement mediums including Facebook, Twitter, etc which has been made it difficult to classify the purchase pattern of different consumers. Such failure to recognize or identify the purchasing behavior of potential customers is keeping the organizations away from capturing their target market with full efficiency (Dapko and Artis, 2014, Padgett et al., 2013).
online buyers, the technology-oriented generation, are a little more sensitive towards such advertisement mediums and purchase intentions. The automobile sector including Carphone Warehouse has also suffered from such unawareness as their technology-oriented cars are not getting the proper attention of the respective market due to the use of inappropriate and old means of advertisement. Thus, it has been a challenging issue for the Carphone Warehouse to understand the buying behaviors of online consumers through message-delivered marketing tools.
1.3 Research Rationales
In past, researchers have been tried to find out ways to improve the understanding of consumer buying behavior (Moore, 2012, Pate and Adams, 2013). However, almost no study tried to relate it with the message delivered s advertisements. The very few studies which have worked on this dimension which has not brought forward the online buyers (millennial generation) for analysis their buying behavior (Pinto and Mansfield, 2013). Even no study has discussed Carphone Warehouse or any other automobile company in this regard. Therefore, these studies have been suggested to do the research to identify the impact of the use of messages delivered on buying behavior of customers. As a result, the study first has focused on the usage of messages delivered s as marketing tools. Then, it has emphasized the consumers buying behaviors. Next, the study has evaluated the impact of the message delivered marketing on online consumers buying behaviors. Following this, the study has found out the weakness of message delivered s as marketing tools used by Carphone Warehouse in tracking customer purchasing behaviors. Finally, the study has suggested the Carphone Warehouse fill the gaps……….
Full Documents Click Download Button
