Market orientation, service quality and business profitability: a conceptual model and empirical evidence

Article Abstract:

Service quality is a better determinant than profitability methods in establishing the efficiency of market-oriented drives. This has been indicated by a study of the security brokerage service industry in Taiwan, which has found positive correlation between market orientation, business profitability, and service quality. The influence of market orientation is less apparent on business profitability than it is on service quality. There is also a stronger association between service quality and profitability than between market orientation and profitability.

Marketing Management, Taiwan, Financial services industry, Financial services, Marketing

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Promotional products vs price promotion in fostering customer loyalty: a report of two controlled field experiments

Article Abstract:

Consumer decisions are more likely to yield to advertising specialty gifts, with many brand exposure chances provided by imprinted materials, than to price promotion. The customer rapport generated by promotional products tend to induce more dollar volume of repeat business than what non-promotion or price promotion generates. At such, many service businesses at the present resort to measures which would win repeat business and lower the reliance of consumers on prime promotions.

Advertising Management, Consumer Behavior, Pricing Policy, Management, Pricing, Advertising

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