The targeted and non-targeted framework: Differential impact of marketing tactics on customer perceptions

Bang Nguyen*, Mo Li, Cheng Hao Chen

*Kontaktforfatter for dette arbejde

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

This research provides insights into how targeted and non-targeted customers perceive firms marketing tactics. Important implications exist regarding how targeted and non-targeted customers perceive the influence of marketing tactics and, accordingly, how firms handle them. A multiple-phased study approach involved exploratory interviews, pilot tests and the main survey, which employed a self-administered questionnaire. As a stage one research, initial results offer a perspective on how marketers can maintain and enhance the two key customer groups in a unified framework. Targeted customers respond more strongly to service quality and communication, whereas price is more important to non-targeted customers. It is hoped that the study may serve as a framework for future studies to contribute to the literatures on customer management and, in particular, on how marketers should manage targeted and non-targeted customers with their tactics. Identifying the different perceptions of targeted and non-targeted customers should help marketers develop more effective segmentation and customer relationship management strategies.

OriginalsprogEngelsk
TidsskriftJournal of Targeting, Measurement and Analysis for Marketing
Vol/bind20
Udgave nummer2
Sider (fra-til)96-108
Antal sider13
ISSN0967-3237
DOI
StatusUdgivet - 1. jun. 2012
Udgivet eksterntJa

Fingeraftryk

Customers
Customer Relationship Management
Framework
Marketing
Customer perception
Tactics
Service Quality
Questionnaire
Segmentation
Marketers

Citer dette

@article{25cd4d4a849d4fc2b498ec5710b0cc86,
title = "The targeted and non-targeted framework: Differential impact of marketing tactics on customer perceptions",
abstract = "This research provides insights into how targeted and non-targeted customers perceive firms marketing tactics. Important implications exist regarding how targeted and non-targeted customers perceive the influence of marketing tactics and, accordingly, how firms handle them. A multiple-phased study approach involved exploratory interviews, pilot tests and the main survey, which employed a self-administered questionnaire. As a stage one research, initial results offer a perspective on how marketers can maintain and enhance the two key customer groups in a unified framework. Targeted customers respond more strongly to service quality and communication, whereas price is more important to non-targeted customers. It is hoped that the study may serve as a framework for future studies to contribute to the literatures on customer management and, in particular, on how marketers should manage targeted and non-targeted customers with their tactics. Identifying the different perceptions of targeted and non-targeted customers should help marketers develop more effective segmentation and customer relationship management strategies.",
keywords = "consumer perceptions, customer management, non-targeted customers, retailing, targeted customers",
author = "Bang Nguyen and Mo Li and Chen, {Cheng Hao}",
year = "2012",
month = "6",
day = "1",
doi = "10.1057/jt.2012.7",
language = "English",
volume = "20",
pages = "96--108",
journal = "Journal of Targeting, Measurement and Analysis for Marketing",
issn = "0967-3237",
publisher = "Palgrave Macmillan",
number = "2",

}

The targeted and non-targeted framework : Differential impact of marketing tactics on customer perceptions. / Nguyen, Bang; Li, Mo; Chen, Cheng Hao.

I: Journal of Targeting, Measurement and Analysis for Marketing, Bind 20, Nr. 2, 01.06.2012, s. 96-108.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - The targeted and non-targeted framework

T2 - Differential impact of marketing tactics on customer perceptions

AU - Nguyen, Bang

AU - Li, Mo

AU - Chen, Cheng Hao

PY - 2012/6/1

Y1 - 2012/6/1

N2 - This research provides insights into how targeted and non-targeted customers perceive firms marketing tactics. Important implications exist regarding how targeted and non-targeted customers perceive the influence of marketing tactics and, accordingly, how firms handle them. A multiple-phased study approach involved exploratory interviews, pilot tests and the main survey, which employed a self-administered questionnaire. As a stage one research, initial results offer a perspective on how marketers can maintain and enhance the two key customer groups in a unified framework. Targeted customers respond more strongly to service quality and communication, whereas price is more important to non-targeted customers. It is hoped that the study may serve as a framework for future studies to contribute to the literatures on customer management and, in particular, on how marketers should manage targeted and non-targeted customers with their tactics. Identifying the different perceptions of targeted and non-targeted customers should help marketers develop more effective segmentation and customer relationship management strategies.

AB - This research provides insights into how targeted and non-targeted customers perceive firms marketing tactics. Important implications exist regarding how targeted and non-targeted customers perceive the influence of marketing tactics and, accordingly, how firms handle them. A multiple-phased study approach involved exploratory interviews, pilot tests and the main survey, which employed a self-administered questionnaire. As a stage one research, initial results offer a perspective on how marketers can maintain and enhance the two key customer groups in a unified framework. Targeted customers respond more strongly to service quality and communication, whereas price is more important to non-targeted customers. It is hoped that the study may serve as a framework for future studies to contribute to the literatures on customer management and, in particular, on how marketers should manage targeted and non-targeted customers with their tactics. Identifying the different perceptions of targeted and non-targeted customers should help marketers develop more effective segmentation and customer relationship management strategies.

KW - consumer perceptions

KW - customer management

KW - non-targeted customers

KW - retailing

KW - targeted customers

UR - http://www.scopus.com/inward/record.url?scp=84864338945&partnerID=8YFLogxK

U2 - 10.1057/jt.2012.7

DO - 10.1057/jt.2012.7

M3 - Journal article

AN - SCOPUS:84864338945

VL - 20

SP - 96

EP - 108

JO - Journal of Targeting, Measurement and Analysis for Marketing

JF - Journal of Targeting, Measurement and Analysis for Marketing

SN - 0967-3237

IS - 2

ER -