Investigating on Marketing in a Company

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

In this study we try to explore the concept of “marketing” in a holistic context. The main focus of the research is on “marketing” and its relation with “customer satisfaction”. The research also analyzes many aspects of “marketing” and tries to gauge its effect on “customer satisfaction”. Finally the research describes various factors which are responsible for “marketing” and tries to describe the overall effect of “marketing” on “customer satisfaction”.

Table of Contents

CHAPTER - I6

INTRODUCTION6

Aims and Objectives6

Significance of the Study7

CHAPTER - II8

LITERATURE REVIEW8

CHAPTER - III33

RESEARCH METHODOLOGY33

CHAPTER - IV38

DATA ANALYSIS AND DISCUSSION38

CHAPTER - V47

CONCLUSIONS47

Chapter - I

Introduction

The inquiry of how customer satisfaction converts into repurchases demeanour lies at the heart of relationship marketing. Previous investigations, although, have discovered that satisfaction solely is a feeble predictor of repurchase behavior. The relationship is mostly reliant on moderating variables (see for demonstration [Mittal and Kamakura, 2001] and [Seiders et al., 2005]). However, most investigations have investigated the satisfaction-retention connection in business-to-consumer relationships (Homburg, Giering, & Menon, 2003). Therefore, the investigated moderating variables have been mostly exact to business-to-consumer contexts. However, there can be no question that comprehending how satisfaction converts into keeping is furthermore of key relevance for business-to-business marketing. Even though stark dissimilarities live between business-to-business and business-to-consumer trading (e.g. Jackson & Cooper, 2008) preceding research has illustrated that buyer notions may be effectively moved to the business-to-business context ([Cooper and Jackson, 2008] and [Durvasula et al., 2009]).

In line with the topic of the 22nd Annual IMP Conference, “Opening the network”, we investigate the satisfaction-retention connection in a business-to-business context by construction on research and forms that have been evolved in a business-to-consumer context.

Aims and Objectives

By managing so, we not only display the viability of construction on buyer research forms for business-to-business research but furthermore find that the deductions from our research have relevance for the entire area of marketing: preceding research has discovered that outcome on moderating consequences of customer characteristics from distinct investigations were equivocal and hard to reconcile (Seiders et al., 2005). One cause for this may be that all of these investigations investigated moderating variables in a lone company setting.    

Significance of the Study

The promise moderating function of the emblem or manufacturer has so far been neglected. Unlike preceding investigations we undertook a multimanufacturer study, investigating the moderating function of manufacturer and if the consequences of other moderators on the satisfaction-retention connection are manufacturer-specific. Further, we supply one of the first investigations to investigate the satisfaction-retention connection in a business-to-business setting. This endows us to investigate the ...