IDEAS home Printed from https://ideas.repec.org/a/spr/gjofsm/v20y2019i3d10.1007_s40171-019-00213-w.html
   My bibliography  Save this article

Want to Stay the Market Leader in the Era of Transformative Marketing? Keep the Customers Satisfied!

Author

Listed:
  • Muhammad Farooq

    (Limkokwing University of Creative Technology)

  • Valliappan Raju

    (Limkokwing University of Creative Technology)

Abstract

This study answers the question of why JAZZ (a telecom service provider) is the market leader in Pakistan since 1992. The goal is to explore that despite the evolution of technology which has disrupted many industries, many companies lost their revenues but JAZZ as market leader continuously gained market share in the last two decades. To identify that the multidimensional customer experience model of Schmitt (J Mark Manag 15(1–3):53–67. https://doi.org/10.1362/026725799784870496 , 1999) has been applied to the responses of JAZZ customers about their experience with the brand. This research focuses on three factors of customer’s experience: customer service touchpoints experience (CSTE), quality of service experience (QOSE) and availability of service experience (AOSE). With the responses of 427 respondents, quantitative analysis using SPSS the study found that AOSE is the most critical factor and CSTE has the least impact on customer satisfaction. AOSE and QOSE are the value for money indicators, while customer service touchpoint is considered a value-added service. The reason behind less impact of QOSE is because of availability of JAZZ service in every corner of Pakistan in multiple modes like service centers, franchises, retail outlets, online web self-care, mobile apps, short codes, and 24-h operational call centers. The study concludes that the flexibility of JAZZ in its services kept it market leader since 1992. This study is beneficial for both practitioners and academicians. Customer experience in this much detail was never studied in telecom context because of the complexity of the business. For managers in telecom, it is vital to implement flexibility in the network and keep TCH and BTS availability of customer’s desired node (3G or 4G) at the maximum possible level. The customers want internet speed with reasonable pricing as quality services. For touchpoints, customers are more interested in empowered self-portal and online channels.

Suggested Citation

  • Muhammad Farooq & Valliappan Raju, 2019. "Want to Stay the Market Leader in the Era of Transformative Marketing? Keep the Customers Satisfied!," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 20(3), pages 257-266, September.
    • Handle: RePEc:spr:gjofsm:v:20:y:2019:i:3:d:10.1007_s40171-019-00213-w
    DOI: 10.1007/s40171-019-00213-w
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40171-019-00213-w
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40171-019-00213-w?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Subhashish Gupta & Kalpana Tyagi & Rajkumar Upadhyay, 2018. "Twilight of voice, dawn of data: the future of telecommunications in India," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 45(2), pages 161-183, June.
    2. Holtrop, Niels & Wieringa, Jaap E. & Gijsenberg, Maarten J. & Verhoef, Peter C., 2017. "No future without the past? Predicting churn in the face of customer privacy," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 154-172.
    3. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    4. Muhammad Farooq* & Saeed Muhammad & Valliappan Raju & K. Ramanathan Kalimuthu & Abdul Qadir, 2019. "Measuring and Comparing the Desired and Actual Service Quality of Pakistan International Airline," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(2), pages 484-490, 02-2019.
    5. Norizan Mohd Kassim, 2006. "Telecommunication Industry in Malaysia: Demographics Effect on Customer Expectations, Performance, Satisfaction and Retention," Asia Pacific Business Review, Taylor & Francis Journals, vol. 12(4), pages 437-463, October.
    6. Zahir Osman & Ilham Sentosa, 2013. "Mediating Effect of Customer Satisfaction on Service Quality and Customer Loyalty Relationship in Malaysian Rural Tourism," International Journal of Economics, Business and Management Studies, Online Science Publishing, vol. 2(1), pages 25-37.
    7. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    8. Sanjay Dhir & Sushil, 2017. "Flexibility in Modification and Termination of Cross-Border Joint Ventures," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 18(2), pages 139-151, June.
    9. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    10. Marcel Weber & Arend Hofsink, 2018. "Design and Development of the CEM-Dashboard: A Diagnostic Tool to Determine Your Current Position and Improvement Directions in Customer Experience Management," Springer Proceedings in Business and Economics, in: Stephan Hankammer & Kjeld Nielsen & Frank T. Piller & Günther Schuh & Ning Wang (ed.), Customization 4.0, pages 405-421, Springer.
    11. Shweta Bajaj & Ruchi Garg & Monika Sethi, 2018. "Total quality management: a critical literature review using Pareto analysis," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 67(1), pages 128-154, January.
    12. Thaler, Richard H & Shefrin, H M, 1981. "An Economic Theory of Self-Control," Journal of Political Economy, University of Chicago Press, vol. 89(2), pages 392-406, April.
    13. Muhammad Farooq & Valliappan Raju, 2019. "Impact of Over-the-Top (OTT) Services on the Telecom Companies in the Era of Transformative Marketing," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 20(2), pages 177-188, June.
    14. Himanshu Dutt & Kavita Chauhan, 2019. "Using Flexibility in Designing CRM Solution," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 20(2), pages 103-116, June.
    15. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    16. Urvi Agrawal & Arushie Mangla & Mahim Sagar, 2016. "Company-Cause-Customer: Interaction Architecture," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 17(3), pages 307-319, September.
    17. Noorain Imbug & Sylvia Nabila Azwa Ambad & Imbarine Bujang, 2018. "The Influence of Customer Experience on Customer Loyalty in Telecommunication Industry," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(3), pages 103-116, March.
    18. Sushil, 2016. "Strategic Flexibility in Ecosystem," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 17(3), pages 247-248, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nikita Konovalov & Alexander Gromoff & Alina V. Vladimirova & Yaroslav Gorchakov, 2020. "Can CRM Flexibility Raise Bank Efficiency?," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 21(2), pages 101-112, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muhammad Farooq & Valliappan Raju, 2019. "Impact of Over-the-Top (OTT) Services on the Telecom Companies in the Era of Transformative Marketing," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 20(2), pages 177-188, June.
    2. Bolton, Ruth N. & Gustafsson, Anders & Tarasi, Crina O. & Witell, Lars, 2022. "Managing a Global Retail Brand in Different Markets: Meta-Analyses of Customer Responses to Service Encounters," Journal of Retailing, Elsevier, vol. 98(2), pages 294-314.
    3. Nitin Upadhyay & Aakash Kamble, 2024. "Why can’t we help but love mobile banking chatbots? Perspective of stimulus-organism-response," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 855-872, September.
    4. Flacandji, Michaël & Krey, Nina, 2020. "Remembering shopping experiences: The Shopping Experience Memory Scale," Journal of Business Research, Elsevier, vol. 107(C), pages 279-289.
    5. Siqueira, Jose Ribamar & ter Horst, Enrique & Molina, German & Losada, Mauricio & Mateus, Marelby Amado, 2020. "A Bayesian examination of the relationship of internal and external touchpoints in the customer experience process across various service environments," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    7. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    8. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    9. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    10. Li, Xi & Dahana, Wirawan Dony & Ye, Qiongwei & Peng, Luluo & Zhou, Jiaying, 2021. "How does shopping duration evolve and influence buying behavior? The role of marketing and shopping environment," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    11. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    12. Asad Ullah & Wang Aimin & Mansoora Ahmed, 2018. "Smart Automation, Customer Experience and Customer Engagement in Electric Vehicles," Sustainability, MDPI, vol. 10(5), pages 1-11, April.
    13. Rather, Raouf Ahmad & Hollebeek, Linda D., 2021. "Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    14. Rizomyliotis, Ioannis & Kastanakis, Minas N. & Giovanis, Apostolos & Konstantoulaki, Kleopatra & Kostopoulos, Ioannis, 2022. "“How mAy I help you today?” The use of AI chatbots in small family businesses and the moderating role of customer affective commitment," Journal of Business Research, Elsevier, vol. 153(C), pages 329-340.
    15. Cocco, Helen & Demoulin, Nathalie T.M., 2022. "Designing a seamless shopping journey through omnichannel retailer integration," Journal of Business Research, Elsevier, vol. 150(C), pages 461-475.
    16. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    17. Kaatz, Christopher & Brock, Christian & Figura, Lilli, 2019. "Are you still online or are you already mobile? – Predicting the path to successful conversions across different devices," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 10-21.
    18. Nwankwo Cosmas Anayochukwu & Kanyangale MacDonald Isaac, 2023. "Customer Experience Management: Analysis of Customer Retention in Restaurants in Anambra State, Nigeria," Marketing of Scientific and Research Organizations, Sciendo, vol. 49(3), pages 1-26, September.
    19. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    20. Silvia Cachero-Martínez & Rodolfo Vázquez-Casielles, 2018. "Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency," Administrative Sciences, MDPI, vol. 8(4), pages 1-21, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:gjofsm:v:20:y:2019:i:3:d:10.1007_s40171-019-00213-w. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.