Pub Date : 2023-05-03DOI: 10.21511/im.19(2).2023.10
Ikechukwu Attamah, Victor O. Okolo, D. Okoro, K. Ikpo, Nmere Nnadi
Organizations should equip human resources and sales managers with the vital information and knowledge needed to recruit and select salespersons with the required qualities to help them achieve improved sales performance. This paper aims to determine a salesperson’s educational qualification, selling experience, and persuasive ability and their effect on the salesperson’s performance at Innoson Motors Manufacturing Company Ltd. The study surveyed 131 company staff to collect the data; only 120 questionnaires were correctly filled and returned. First, the study checked the instrument’s reliability (Cronbach’s alpha = 0.982). Data were then analyzed using a simple linear regression analysis. The findings revealed that salesperson educational qualification has a significant positive effect on salesperson performance (r = 0.944; t = 54.251; F = 2943.209; p < 0.05). Next, salesperson selling experience was found to have a significant positive effect on salesperson performance (r = 0.964; t = 68.905; F = 4747.922; p < 0.05). Finally, salesperson persuasive ability was found to have a significant positive effect on salesperson performance (r = 0.960; t = 64.812; F = 4200.634; p < 0.05). Hence, company managers can use the findings of this paper to understand that employing highly educated, experienced, and persuasive salespersons will lead to improved salesperson performance. AcknowledgmentWe wish to appreciate the good work done by some of the researchers who contributed immensely to the development of the study’s framework and methodology. Among them: Professor Gerald Nebo, Associate Professor Chinedum Obikeze, Dr. John Anetoh and Dr. Wali Kemkamma. We also commend the effort of Mrs. Okolo Jennifer for typing and editing the work. In a similar tone, we wish to thank our respondents for equipping us with the required information that made this study a success.
{"title":"The effect of recruitment and selection on salesperson performance of a vehicle manufacturing company in Nigeria","authors":"Ikechukwu Attamah, Victor O. Okolo, D. Okoro, K. Ikpo, Nmere Nnadi","doi":"10.21511/im.19(2).2023.10","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.10","url":null,"abstract":"Organizations should equip human resources and sales managers with the vital information and knowledge needed to recruit and select salespersons with the required qualities to help them achieve improved sales performance. This paper aims to determine a salesperson’s educational qualification, selling experience, and persuasive ability and their effect on the salesperson’s performance at Innoson Motors Manufacturing Company Ltd. The study surveyed 131 company staff to collect the data; only 120 questionnaires were correctly filled and returned. First, the study checked the instrument’s reliability (Cronbach’s alpha = 0.982). Data were then analyzed using a simple linear regression analysis. The findings revealed that salesperson educational qualification has a significant positive effect on salesperson performance (r = 0.944; t = 54.251; F = 2943.209; p < 0.05). Next, salesperson selling experience was found to have a significant positive effect on salesperson performance (r = 0.964; t = 68.905; F = 4747.922; p < 0.05). Finally, salesperson persuasive ability was found to have a significant positive effect on salesperson performance (r = 0.960; t = 64.812; F = 4200.634; p < 0.05). Hence, company managers can use the findings of this paper to understand that employing highly educated, experienced, and persuasive salespersons will lead to improved salesperson performance.\u0000AcknowledgmentWe wish to appreciate the good work done by some of the researchers who contributed immensely to the development of the study’s framework and methodology. Among them: Professor Gerald Nebo, Associate Professor Chinedum Obikeze, Dr. John Anetoh and Dr. Wali Kemkamma. We also commend the effort of Mrs. Okolo Jennifer for typing and editing the work. In a similar tone, we wish to thank our respondents for equipping us with the required information that made this study a success.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43205119","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-02DOI: 10.21511/im.19(2).2023.09
Tereza Semerádová, P. Weinlich
The constantly evolving legislation concerning the usage of cookies raises many concerns about the effectiveness of targeted online advertisements. Retargeting represents an advanced targeting strategy requiring detailed user data and thus may be potentially highly sensitive to cookie restrictions. The retargeting effectiveness is tested in terms of type (standard, dynamic), advertising platform (Meta Ads, Google Ads), and the ad performance development in time. The data were collected through a Czech home goods online retailer. This paper tests the effectiveness of 432 retargeting ads collected during the opt-out cookie regime by comparing them with 432 retargeting ads collected after the transition to the opt-in cookie regime. The study created 216 ads on Google and 216 ads on Facebook. The entire experiment took one month to be implemented in 2021 and repeated in precisely the same manner in 2022. After this period, data were processed with SPSS Statistics. Both Facebook and Google (Conversion Lift) provide A/B testing tools. The results suggest that standard retargeting ads are more effective in utilitarian browsing. In contrast, dynamic retargeting is more successful in reaching users in the hedonic environment of social networks. Moreover, the performance of retargeting ads evolves in the different stages along the customer journey. There are differences in the total number of tracked users in terms of the transition from the opt-out to the opt-in cookie regime. However, the performance of programmatic advertising appears moderately affected. AcknowledgmentThis work is supported by the Technology Agency of the Czech Republic under the Program of Applied Research ZETA through the Grant TJ02000206 – Developing the skills necessary for the digital business transformation.
{"title":"The impact of cookie regime change on the effectiveness of automatic retargeting in advertising","authors":"Tereza Semerádová, P. Weinlich","doi":"10.21511/im.19(2).2023.09","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.09","url":null,"abstract":"The constantly evolving legislation concerning the usage of cookies raises many concerns about the effectiveness of targeted online advertisements. Retargeting represents an advanced targeting strategy requiring detailed user data and thus may be potentially highly sensitive to cookie restrictions. The retargeting effectiveness is tested in terms of type (standard, dynamic), advertising platform (Meta Ads, Google Ads), and the ad performance development in time. The data were collected through a Czech home goods online retailer. This paper tests the effectiveness of 432 retargeting ads collected during the opt-out cookie regime by comparing them with 432 retargeting ads collected after the transition to the opt-in cookie regime. The study created 216 ads on Google and 216 ads on Facebook. The entire experiment took one month to be implemented in 2021 and repeated in precisely the same manner in 2022. After this period, data were processed with SPSS Statistics. Both Facebook and Google (Conversion Lift) provide A/B testing tools. The results suggest that standard retargeting ads are more effective in utilitarian browsing. In contrast, dynamic retargeting is more successful in reaching users in the hedonic environment of social networks. Moreover, the performance of retargeting ads evolves in the different stages along the customer journey. There are differences in the total number of tracked users in terms of the transition from the opt-out to the opt-in cookie regime. However, the performance of programmatic advertising appears moderately affected.\u0000AcknowledgmentThis work is supported by the Technology Agency of the Czech Republic under the Program of Applied Research ZETA through the Grant TJ02000206 – Developing the skills necessary for the digital business transformation.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44142306","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-28DOI: 10.21511/im.19(2).2023.08
E. Ivanová, Veronika Žárská
Innovation is critical to modern economies’ development; new process requirements within Industry 4.0 highlight its significance and necessity. This study aims to identify the relationship between R&D expenditure and the aggregate innovation index in the V4 countries. The statistical data from 2014 to 2021 are taken from the European Commission and Eurostat databases. The analysis focuses on identifying the degree of correlation between the standardized score of the Aggregate Innovation Index and the amount of R&D expenditure in countries of the Visegrad Group. The study uses the following methods: the Shapiro-Wilk test (to verify the normality of the samples), Pearson’s correlation coefficient (to check the degree of tightness of dependency), the Tukey test (to examine which countries have statistically significant differences), and chi-squared test (Χ2-test). Among the V4 countries, the Czech Republic was the best performer in the aggregate innovation index. Hungary showed the second-highest score, Slovakia ranked third place, and Poland had the lowest score. The findings indicate a positive correlation between R&D expenditures and the aggregate innovation index in all V4 countries. However, the relationship is statistically significant only in the Czech Republic and Poland. These results were confirmed by the Tukey test of differences within the correlation coefficients, which showed only a statistically significant difference within the correlation coefficients between Poland and Slovakia (1.790) and between Poland and Hungary (–1.640), respectively. AcknowledgmentThis study was supported by the Ministry of Education, Science, Research and Sport of the Slovak Republic [grant VEGA No 1/0357/21], “Multiplier effects of human capital quality on economic performance and competitiveness of the Slovak economy.”
{"title":"R&D expenditure as a determinant of the aggregate innovation index in the V4 countries","authors":"E. Ivanová, Veronika Žárská","doi":"10.21511/im.19(2).2023.08","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.08","url":null,"abstract":"Innovation is critical to modern economies’ development; new process requirements within Industry 4.0 highlight its significance and necessity. This study aims to identify the relationship between R&D expenditure and the aggregate innovation index in the V4 countries. The statistical data from 2014 to 2021 are taken from the European Commission and Eurostat databases. The analysis focuses on identifying the degree of correlation between the standardized score of the Aggregate Innovation Index and the amount of R&D expenditure in countries of the Visegrad Group. The study uses the following methods: the Shapiro-Wilk test (to verify the normality of the samples), Pearson’s correlation coefficient (to check the degree of tightness of dependency), the Tukey test (to examine which countries have statistically significant differences), and chi-squared test (Χ2-test). Among the V4 countries, the Czech Republic was the best performer in the aggregate innovation index. Hungary showed the second-highest score, Slovakia ranked third place, and Poland had the lowest score. The findings indicate a positive correlation between R&D expenditures and the aggregate innovation index in all V4 countries. However, the relationship is statistically significant only in the Czech Republic and Poland. These results were confirmed by the Tukey test of differences within the correlation coefficients, which showed only a statistically significant difference within the correlation coefficients between Poland and Slovakia (1.790) and between Poland and Hungary (–1.640), respectively.\u0000AcknowledgmentThis study was supported by the Ministry of Education, Science, Research and Sport of the Slovak Republic [grant VEGA No 1/0357/21], “Multiplier effects of human capital quality on economic performance and competitiveness of the Slovak economy.”","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42730501","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-24DOI: 10.21511/im.19(2).2023.07
Nutsana Na Phayap, Wiwat Jankingthong, Siriluck Thongpoon, Chutima Wangbenmad
This paper aims to examine the effect of competitive advantage, business innovation, corporate social responsibility, social media, business adaptation, and human capital management on the effectiveness of tour operators in South Thailand. This quantitative study used a questionnaire as a research tool. Five hundred owners/executives of tour operators in South Thailand were asked to fill in the questionnaire during the survey; however, only 470 questionnaires were accepted for further data analysis. Structural equation modeling (SEM) was used to examine the data and hypotheses.According to the empirical results, competitive advantage, social media, business adaptation, and human capital management significantly, positively, and directly affect effectiveness. Moreover, business innovation and corporate social responsibility have a significant, positive, but indirect effect on effectiveness through competitive advantage. Whereas business innovation and corporate social responsibility have an insignificant, negative, and direct effect on effectiveness. Human capital management also has a direct effect on effectiveness through business innovation. This shows that competitive advantage, social media, business adaptation, and human capital management are, respectively, the factors that could directly increase the tour operator’s effectiveness. In contrast, innovation and corporate social responsibility do not directly promote effectiveness. However, these results cannot be generalized, as they may be different if conducting the research in other regions of Thailand.
{"title":"Factors affecting tour operator effectiveness in South Thailand","authors":"Nutsana Na Phayap, Wiwat Jankingthong, Siriluck Thongpoon, Chutima Wangbenmad","doi":"10.21511/im.19(2).2023.07","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.07","url":null,"abstract":"This paper aims to examine the effect of competitive advantage, business innovation, corporate social responsibility, social media, business adaptation, and human capital management on the effectiveness of tour operators in South Thailand. This quantitative study used a questionnaire as a research tool. Five hundred owners/executives of tour operators in South Thailand were asked to fill in the questionnaire during the survey; however, only 470 questionnaires were accepted for further data analysis. Structural equation modeling (SEM) was used to examine the data and hypotheses.According to the empirical results, competitive advantage, social media, business adaptation, and human capital management significantly, positively, and directly affect effectiveness. Moreover, business innovation and corporate social responsibility have a significant, positive, but indirect effect on effectiveness through competitive advantage. Whereas business innovation and corporate social responsibility have an insignificant, negative, and direct effect on effectiveness. Human capital management also has a direct effect on effectiveness through business innovation. This shows that competitive advantage, social media, business adaptation, and human capital management are, respectively, the factors that could directly increase the tour operator’s effectiveness. In contrast, innovation and corporate social responsibility do not directly promote effectiveness. However, these results cannot be generalized, as they may be different if conducting the research in other regions of Thailand.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49633871","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-20DOI: 10.21511/im.19(2).2023.06
Mohammed Julfikar Ali, Md. Atikur Rahaman, Wasib Bin Latif, Issa Ahammad, Md. Mobarak Karim
This study aims to investigate the influencing elements of consumers’ behavioral intention to use online food delivery apps in Bangladesh. MS Excel and SPSS were used to calculate the relevant information. The targeted population of this study is the current users of online food delivery apps in Bangladesh. The final sample size is 368, with a response rate of 92%. The information was gathered from the respondents through a web-based survey in Google Forms. Due to the nature of the study object, the purposeful sampling method has been used and is quantitative and exploratory. The results show that five predictors affect consumers’ intention to use food delivery apps. The findings demonstrate that social influence, perceived trust, perceived safety, performance expectancy, and effort expectancy significantly affect the consumers’ usage intention of food delivery apps. The study also found that perceived trust is the strongest predictor of usage intention among five intention predictors. However, following an extensive literature review, only a few studies have been conducted in this context, so there is a deficiency in investigating key influencing factors of users’ motivation to adopt online food delivery apps in Bangladesh. Therefore, this study could be indispensable for app delivery operators, governmental and non-governmental organizations, businesses, and researchers to make policies and strategies to create intention among consumers to use online food delivery apps.
{"title":"Determinants of consumer motivation to use online food delivery apps: An empirical investigation of Bangladesh","authors":"Mohammed Julfikar Ali, Md. Atikur Rahaman, Wasib Bin Latif, Issa Ahammad, Md. Mobarak Karim","doi":"10.21511/im.19(2).2023.06","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.06","url":null,"abstract":"This study aims to investigate the influencing elements of consumers’ behavioral intention to use online food delivery apps in Bangladesh. MS Excel and SPSS were used to calculate the relevant information. The targeted population of this study is the current users of online food delivery apps in Bangladesh. The final sample size is 368, with a response rate of 92%. The information was gathered from the respondents through a web-based survey in Google Forms. Due to the nature of the study object, the purposeful sampling method has been used and is quantitative and exploratory. The results show that five predictors affect consumers’ intention to use food delivery apps. The findings demonstrate that social influence, perceived trust, perceived safety, performance expectancy, and effort expectancy significantly affect the consumers’ usage intention of food delivery apps. The study also found that perceived trust is the strongest predictor of usage intention among five intention predictors. However, following an extensive literature review, only a few studies have been conducted in this context, so there is a deficiency in investigating key influencing factors of users’ motivation to adopt online food delivery apps in Bangladesh. Therefore, this study could be indispensable for app delivery operators, governmental and non-governmental organizations, businesses, and researchers to make policies and strategies to create intention among consumers to use online food delivery apps.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43578517","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-19DOI: 10.21511/im.19(2).2023.05
Ade Parlaungan Nasution, Muhammad Yasir Arafat Pohan, Denny Ammari Ramadhan, Christine Herawati Limbong, Nova Jayanti Harahap
Adventure tourism has received significant attention recently because it offers unique sensations. Managers of adventure tourism objects need to understand the determinants of satisfaction in adventure tourism. This study aims to examine the effect of intrinsic motivation and flow theory on extreme and non-extreme adventure tourists’ satisfaction in Indonesia. This study uses a quantitative approach. The sample includes 405 tourists engaged in adventure tourism activities (extreme adventure tourism activities – 200 respondents, and non-extreme adventure tourism activities – 205 respondents). Structural Equation Modeling-Partial Least Square (SEM-PLS) was used to analyze the data. The results show that autonomy and competence influence flow experience (p-value < 0.05). This applies to extreme adventure and non-extreme adventure tourism. Furthermore, flow experience has a positive effect on adventure tourist satisfaction. In the context of extreme adventure tourism, autonomy does not affect the satisfaction of extreme adventure tourists (path coefficients = 0.025 and p-value = 0.761). In the context of non-extreme adventure tourism, competence does not affect the satisfaction of non-extreme adventure tourists (path coefficients = –0.036 and p-value = 0.682). This study recommends that managers of non-extreme tourism spots add challenging aspects to tour packages because they are believed to increase tourist satisfaction.
{"title":"Factors affecting adventure tourist satisfaction: Evidence from Indonesia","authors":"Ade Parlaungan Nasution, Muhammad Yasir Arafat Pohan, Denny Ammari Ramadhan, Christine Herawati Limbong, Nova Jayanti Harahap","doi":"10.21511/im.19(2).2023.05","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.05","url":null,"abstract":"Adventure tourism has received significant attention recently because it offers unique sensations. Managers of adventure tourism objects need to understand the determinants of satisfaction in adventure tourism. This study aims to examine the effect of intrinsic motivation and flow theory on extreme and non-extreme adventure tourists’ satisfaction in Indonesia. This study uses a quantitative approach. The sample includes 405 tourists engaged in adventure tourism activities (extreme adventure tourism activities – 200 respondents, and non-extreme adventure tourism activities – 205 respondents). Structural Equation Modeling-Partial Least Square (SEM-PLS) was used to analyze the data. The results show that autonomy and competence influence flow experience (p-value < 0.05). This applies to extreme adventure and non-extreme adventure tourism. Furthermore, flow experience has a positive effect on adventure tourist satisfaction. In the context of extreme adventure tourism, autonomy does not affect the satisfaction of extreme adventure tourists (path coefficients = 0.025 and p-value = 0.761). In the context of non-extreme adventure tourism, competence does not affect the satisfaction of non-extreme adventure tourists (path coefficients = –0.036 and p-value = 0.682). This study recommends that managers of non-extreme tourism spots add challenging aspects to tour packages because they are believed to increase tourist satisfaction.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48102172","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-14DOI: 10.21511/im.19(2).2023.04
G. Chornous, Y. Fareniuk, Vincentas Rolandas Giedraitis, Erstida Ulvidienė, G. Kharlamova
To improve the marketing activity and brand management and justify the most effective marketing decisions, organizations should implement different information technologies, mathematical methods and models into the marketing decision support system (MDSS). The goal of this paper is to form an architecture of an MDSS, the model base of which is developed on Data Science tools, in particular regression analysis and machine learning methods. The proposed MDSS is a multi-agent information system comprising nine intellectual agents (market environment monitoring, data processing, marketing mix modeling, price policy support, portfolio management, strategic analysis, forecasting, customer segmentation, and customer classification). The functionality of these agents is realized through Data Science, which allows for the optimization of marketing activities (e.g., an effective brand management strategy and its elements (portfolio strategy, price policy, and media strategy) or solving the problems of attracting new and retaining current customers with the maximal return on marketing investments). The MDSS analyzes the marketing environment, media activity, and business indicators by constructing different models and forecasting various combinations of marketing factors to select the best one. The joint work of MDSS agents provides decision-makers with interactive reports. The research findings offer a scientific basis for making effective marketing decisions based on data, and the proposed MDSS can become part of an intelligent system for planning marketing activities.
{"title":"A data science-based marketing decision support system for brand management","authors":"G. Chornous, Y. Fareniuk, Vincentas Rolandas Giedraitis, Erstida Ulvidienė, G. Kharlamova","doi":"10.21511/im.19(2).2023.04","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.04","url":null,"abstract":"To improve the marketing activity and brand management and justify the most effective marketing decisions, organizations should implement different information technologies, mathematical methods and models into the marketing decision support system (MDSS). The goal of this paper is to form an architecture of an MDSS, the model base of which is developed on Data Science tools, in particular regression analysis and machine learning methods. The proposed MDSS is a multi-agent information system comprising nine intellectual agents (market environment monitoring, data processing, marketing mix modeling, price policy support, portfolio management, strategic analysis, forecasting, customer segmentation, and customer classification). The functionality of these agents is realized through Data Science, which allows for the optimization of marketing activities (e.g., an effective brand management strategy and its elements (portfolio strategy, price policy, and media strategy) or solving the problems of attracting new and retaining current customers with the maximal return on marketing investments). The MDSS analyzes the marketing environment, media activity, and business indicators by constructing different models and forecasting various combinations of marketing factors to select the best one. The joint work of MDSS agents provides decision-makers with interactive reports. The research findings offer a scientific basis for making effective marketing decisions based on data, and the proposed MDSS can become part of an intelligent system for planning marketing activities.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44958711","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-12DOI: 10.21511/im.19(2).2023.03
Geraldine Dewarani, Y. Alversia
Software as a digital product has been shown to improve companies’ performance and efficiency. One product that is now at the core of many businesses is Software as a Service (SaaS). By utilizing cloud computing platforms, SaaS is a method of providing applications as a service. SaaS applications have unique characteristics that can be customized to meet customers’ needs. Hence, SaaS has become suitable for companies of all types and sizes, including small- and medium-sized enterprises. The purpose of this study is to examine the effect of customer involvement on the development of SaaS applications and the impact of customer engagement on the co-creation of services, satisfaction, and loyalty, with the co-creation level used as a moderating variable. Data were collected from responses to an online questionnaire by 282 users of a SaaS application in Indonesia who were the decision-makers of the selected SaaS provider. The data were then analyzed using structural equation modeling. The results show that customer involvement in developing SaaS applications significantly positively affects the co-creation of services, satisfaction, and loyalty (t-value > 1.645). Moreover, the level of co-creation was proven to strengthen the impact of customer involvement on the co-creation of services with an interaction Standardize Loading Factor (SLF) path of 1.36. Hence, the findings indicate that higher customer involvement promotes collaborative activities with service providers, and the optimum level of co-creation raises customer satisfaction.
{"title":"The influence of customer involvement and engagement on co-creation of services, satisfaction, and loyalty: The case of Software as a Service","authors":"Geraldine Dewarani, Y. Alversia","doi":"10.21511/im.19(2).2023.03","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.03","url":null,"abstract":"Software as a digital product has been shown to improve companies’ performance and efficiency. One product that is now at the core of many businesses is Software as a Service (SaaS). By utilizing cloud computing platforms, SaaS is a method of providing applications as a service. SaaS applications have unique characteristics that can be customized to meet customers’ needs. Hence, SaaS has become suitable for companies of all types and sizes, including small- and medium-sized enterprises. The purpose of this study is to examine the effect of customer involvement on the development of SaaS applications and the impact of customer engagement on the co-creation of services, satisfaction, and loyalty, with the co-creation level used as a moderating variable. Data were collected from responses to an online questionnaire by 282 users of a SaaS application in Indonesia who were the decision-makers of the selected SaaS provider. The data were then analyzed using structural equation modeling. The results show that customer involvement in developing SaaS applications significantly positively affects the co-creation of services, satisfaction, and loyalty (t-value > 1.645). Moreover, the level of co-creation was proven to strengthen the impact of customer involvement on the co-creation of services with an interaction Standardize Loading Factor (SLF) path of 1.36. Hence, the findings indicate that higher customer involvement promotes collaborative activities with service providers, and the optimum level of co-creation raises customer satisfaction.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49471068","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-06DOI: 10.21511/im.19(2).2023.02
Mohammad Fawzi Shubita
A marketing strategy is a firm’s overall plan for reaching prospective consumers and turning them into permanent customers of their services or products. This paper aims to investigate the link between profitability and marketing strategy to understand how firm profitability influences marketing strategy. Moreover, it assesses the impact of return on assets (ROA) on the company’s marketing strategy. The study uses random effect regression models; a marketing strategy is measured using a sales expenses ratio, which equals sales expenses over total assets. The firm size is a control variable represented by the total sales normal logarithm. The study sample comprises Jordanian industrial shareholder companies; the analysis period is from 2005 to 2020. The study collected 808 annual observations. The findings reveal that ROA has a statistically significant effect on marketing strategy, but its components have no effect. The adj-R2 (the explanatory power) for model 1 is 18.8%, and for model 2 is 11.4%. Therefore, the main conclusion is that ROA components do not have any incremental information content in explaining the marketing strategy variance. The study recommends industrial firms in Jordan increase their profitability by adopting a diverse marketing strategy, focusing on customer satisfaction, investing in market research, using social media, and developing a strong brand image.
{"title":"Relationship between marketing strategy and profitability in industrial firms: Evidence from Jordan","authors":"Mohammad Fawzi Shubita","doi":"10.21511/im.19(2).2023.02","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.02","url":null,"abstract":"A marketing strategy is a firm’s overall plan for reaching prospective consumers and turning them into permanent customers of their services or products. This paper aims to investigate the link between profitability and marketing strategy to understand how firm profitability influences marketing strategy. Moreover, it assesses the impact of return on assets (ROA) on the company’s marketing strategy. The study uses random effect regression models; a marketing strategy is measured using a sales expenses ratio, which equals sales expenses over total assets. The firm size is a control variable represented by the total sales normal logarithm. The study sample comprises Jordanian industrial shareholder companies; the analysis period is from 2005 to 2020. The study collected 808 annual observations. The findings reveal that ROA has a statistically significant effect on marketing strategy, but its components have no effect. The adj-R2 (the explanatory power) for model 1 is 18.8%, and for model 2 is 11.4%. Therefore, the main conclusion is that ROA components do not have any incremental information content in explaining the marketing strategy variance. The study recommends industrial firms in Jordan increase their profitability by adopting a diverse marketing strategy, focusing on customer satisfaction, investing in market research, using social media, and developing a strong brand image.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47496090","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-03DOI: 10.21511/im.19(2).2023.01
Xiangru Li, Hongmei Yang
It is significant to promote food tourism behavior. This paper aims to build a comprehensive behavior model of tourists suitable for food tourism to promote such tourism in Chongqing city, China. The paper deals with the place-bound and people-bound memories affecting tourist satisfaction, perceived holiday quality of life, and experience loyalty in the food tourism industry. The data were collected from 413 tourists who have experience traveling to Chongqing city through the online questionnaire. Multi-layer perceptron artificial neural network simulation provides a basis for factor ranking for structural equation modeling. The results show that place-bound and people-bound factors can predict experience memory, experience satisfaction, holiday quality of life, experience loyalty, and destination loyalty. In addition, it reveals the mediating role of experiential memory and contributes to the process of memory formation. Place-bound factors emphasize the vital role of marketing and social media information. They are consistent with the actual food experience of tourists at the destination. People-bound factors explained the different aspects of the food experience. The noteworthy aspects are intelligence, emotion, sense, behavior, and natural flow experience. The research results show that tourists, local governments, and tourism departments should focus on developing memory structures with local characteristics and improving quality and experienced food tourism destinations so that tourists can gain more sensory experiences or other experiences to attract more food tourists.
{"title":"Place-bound memory and people-bound memory affecting destination loyalty in the food tourism industry","authors":"Xiangru Li, Hongmei Yang","doi":"10.21511/im.19(2).2023.01","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.01","url":null,"abstract":"It is significant to promote food tourism behavior. This paper aims to build a comprehensive behavior model of tourists suitable for food tourism to promote such tourism in Chongqing city, China. The paper deals with the place-bound and people-bound memories affecting tourist satisfaction, perceived holiday quality of life, and experience loyalty in the food tourism industry. The data were collected from 413 tourists who have experience traveling to Chongqing city through the online questionnaire. Multi-layer perceptron artificial neural network simulation provides a basis for factor ranking for structural equation modeling. The results show that place-bound and people-bound factors can predict experience memory, experience satisfaction, holiday quality of life, experience loyalty, and destination loyalty. In addition, it reveals the mediating role of experiential memory and contributes to the process of memory formation. Place-bound factors emphasize the vital role of marketing and social media information. They are consistent with the actual food experience of tourists at the destination. People-bound factors explained the different aspects of the food experience. The noteworthy aspects are intelligence, emotion, sense, behavior, and natural flow experience. The research results show that tourists, local governments, and tourism departments should focus on developing memory structures with local characteristics and improving quality and experienced food tourism destinations so that tourists can gain more sensory experiences or other experiences to attract more food tourists.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45708383","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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