Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation
Abstract
Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan.
Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnaire using 55 items including all variables and constructs. The sample population was used from South Punjab, Pakistan comprising of individuals living in this area. PLS-SEM was used as an analysis tool for this quantitative data.
Findings: The primary finding of the study is to use the innovative technology so as to provide the new and unique features within brands so as to enhance the loyalty within customers.
Implications/Originality/Value: The study uses a single moderator and mediator which restricts the study to this domain only. Future research may use some other variables like brand trust and brand commitment as moderator and/or mediator to extend this current study. Moreover, future research may use longitudinal approach to avoid any data bias. The researchers focus on the technological advancement for product innovations so as to satisfy the needs and wants of customer which consequently leads to increase the customer loyalty towards the brands. This study is novel in its nature as it discusses the relationship between IMC and Customer loyalty with the moderating effect of Product Innovation. The paper provides an illusion to the fact that the employees require the new and innovative brands which forces the companies to augment not only the features of their brands but the communication campaign as well
Downloads
Metrics
References
A’ang Subiyakto, M. R. J., Utami, M. C., & Susanto, A. (2018). Combining Statistical and Interpretative Analyses for Testing E-Commerce Customer Loyalty Questionnaire. DOI: https://doi.org/10.1109/CITSM.2018.8674342
Andre, J., Erix, E., Citra, S., & Wijaya, S. (2020). ANALYSIS SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION. International Journal of Social and Management Studies, 1(1), 105-116.
Badar, M. M. (2021). The Effect of Brand Image on Product Purchase Intention with Customer Satisfaction as A Mediation Variable (Study of Semen Gresik Consumer in East Java). Jurnal Ilmiah Mahasiswa FEB, 9(2).
Bambauer-Sachse, S., & Helbling, T. (2021). Customer satisfaction with business services: is agile better? Journal of Business & Industrial Marketing.
Budiman, A., Hendrayati, H., & Achyarsyah, M. (2019, May). Fashion SMEs: Strengthening a brand image through social media. In 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) (pp. 106-109). Atlantis Press. DOI: https://doi.org/10.2991/icebef-18.2019.26
Chaudhuri, M., Voorhees, C. M., & Beck, J. M. (2019). The effects of loyalty program introduction and design on short-and long-term sales and gross profits. Journal of the Academy of marketing science, 47(4), 640-658. DOI: https://doi.org/10.1007/s11747-019-00652-y
Creswell, J. W. (2021). A concise introduction to mixed methods research. SAGE publications.
Czinkota, M. R., Kotabe, M., Vrontis, D., & Shams, S. M. (2021). Direct Marketing, Sales Promotion, and Public Relations. In Marketing Management (pp. 607-647). Springer, Cham. DOI: https://doi.org/10.1007/978-3-030-66916-4_13
Dabrowski, D., Brzozowska-Woś, M., Gołąb-Andrzejak, E., & Firgolska, A. (2019). Market orientation and hotel performance: The mediating effect of creative marketing programs. Journal of Hospitality and Tourism Management, 41, 175-183. DOI: https://doi.org/10.1016/j.jhtm.2019.10.006
Díaz, M. M., & Duque, C. M. (2021). Open innovation through customer satisfaction: A logit model to explain customer recommendations in the hotel sector. Journal of Open Innovation: Technology, Market, and Complexity, 7(3), 180. DOI: https://doi.org/10.3390/joitmc7030180
Esmaeili, A., Haghgoo, I., Davidavičienė, V., & Meidutė-Kavaliauskienė, I. (2021). Customer Loyalty in Mobile Banking: Evaluation of Perceived Risk, Relative Advantages, and Usability Factors. Engineering Economics, 32(1), 70-81. DOI: https://doi.org/10.5755/j01.ee.32.1.25286
Ferm, L. E. C., & Thaichon, P. (2021). Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory. Journal of Retailing and Consumer Services, 61, 102584. DOI: https://doi.org/10.1016/j.jretconser.2021.102584
Hackley, C., & Hackley, R. A. (2021). Advertising and promotion. Sage.
Hair, J., Risher, J., Sarstedt, M., & Ringle, C. (2019). When to use and how to report the results of PLSSEM. European Business Review, 31(1), 2-24. DOI: 10.1108/ebr-11-2018-0203 DOI: https://doi.org/10.1108/EBR-11-2018-0203
Hamzah, A. A., & Shamsudin, M. F. (2020). Why customer satisfaction is important to business? Journal of Undergraduate Social Science and Technology, 1(1).
Hasanah, U., Nurulita, V. W., Budiman, A., & Kanita, G. G. (2021). Analysis of Marketing Communication Strategies in Increasing Sales Volume of Rini's Cake During the Covid-19 Pandemic. A Social Science and Entrepreneurship Journal, 1(1), 6-11.
Hou, R., & Zhang, C. (2021). Reducing social loafing in online brand communities: Insights from social exchange theory. Social Behavior and Personality: an international journal, 49(5), 1-10. DOI: https://doi.org/10.2224/sbp.10190
Hudaya, A. (2021). FORMING CUSTOMER LOYALTY THROUGH FACTORS IN MEDIATION OF CUSTOMER SATISFACTION. Dinasti International Journal of Digital Business Management, 2(2), 233-249. DOI: https://doi.org/10.31933/dijdbm.v2i2.549
Iheanacho, A. O., Ilodigwe, S. C., & Moguluwa, C. S. (2020). Effect Of Consumer Sales Promotion On Consumer Purchase Behaviour: An Analysis Of Cocoa Beverages Intermediaries In Lagos, Nigeria.
Imbayani, I. G. A., Ribek, P. K., & Astiti, N. P. Y. THE ROLE OF CUSTOMER SATISFACTION AS MEDIATION ON THE INFLUENCE OF SERVICE PERFORMANCE AND RELATIONSHIP MARKETING ON CUSTOMER LOYALTY.
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123-135. DOI: https://doi.org/10.1016/j.spc.2020.07.019
Ji, C., & Prentice, C. (2021). Linking transaction-specific satisfaction and customer loyalty–the case of casino resorts. Journal of Retailing and Consumer Services, 58, 102319. DOI: https://doi.org/10.1016/j.jretconser.2020.102319
Juliansyah, M. R., Utami, M. C., & Susanto, A. (2018, August). Combining the Statistical and Interpretative Analyses for Testing E-Commerce Customer Loyalty Questionnaire. In 2018 6th International Conference on Cyber and IT Service Management (CITSM) (pp. 1-5). IEEE.
Kang, K. (2021). Strategic Orientation, Integrated Marketing Communication, and Relational Performance in E-commerce Brands: Evidence from Japanese Consumers’ Perception. Business Communication Research and Practice, 4(1), 28-40. DOI: https://doi.org/10.22682/bcrp.2021.4.1.28
Lakan, L. E., & Yani, S. D. (2021). Knowledge Sharing among Veterinary and Medical Health Professionals on Zoonotic Diseases Control: A Social Exchange Theory Perspective.
Lewis, J. D., & Karnes, F. A. (2021). Public relations and advocacy for the gifted. In Methods and materials for teaching the gifted (pp. 665-701). Routledge. DOI: https://doi.org/10.4324/9781003236603-25
Lin, H., Zhang, M., & Gursoy, D. (2020). Impact of nonverbal customer-to-customer interactions on customer satisfaction and loyalty intentions. International Journal of Contemporary Hospitality Management. DOI: https://doi.org/10.1108/IJCHM-08-2019-0694
Lukáč, M., Stachová, K., Stacho, Z., Bartáková, G. P., & Gubíniová, K. (2021). Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums. Sustainability, 13(15), 8191. DOI: https://doi.org/10.3390/su13158191
Mascaraque-Ramírez, C., & Para-González, L. (2021). Can the six dimensions of Marketing Promotion enhance performance in the international shipbuilding industry?. Proceedings of the Institution of Mechanical Engineers, Part M: Journal of Engineering for the Maritime Environment, 14750902211003004. DOI: https://doi.org/10.1177/14750902211003004
Matviiets, O., & Kipen, V. (2021). The features of direct marketing and personal selling as a form of marketing communications. VUZF Review, 6(2), 139-145. DOI: https://doi.org/10.38188/2534-9228.21.2.16
Minta, Y. (2018). Link between satisfaction and customer loyalty in the insurance industry: Moderating effect of trust and commitment. Journal of Marketing Management, 6(2), 25-33.
Mursid, A., & Wu, C. H. J. (2021). Customer participation, value co-creation and customer loyalty: evidence from Umrah travel agencies in Indonesia. Journal of Islamic Marketing. DOI: https://doi.org/10.1108/JIMA-06-2020-0190
Nazzaro, C., Lerro, M., Stanco, M., & Marotta, G. (2019). Do consumers like food product innovation? An analysis of willingness to pay for innovative food attributes. British Food Journal. DOI: https://doi.org/10.1108/BFJ-06-2018-0389
Odunsi, R. (2020). The Effect of Advertising on Consumer Behaviour in Finland.
Ozioma, N. D., & Marcus, A. O. (2020). Marketing Public Relations and consumer Patronage of bank products in Anambra State, Nigeria. MARKETING, 3(1), 1-19.
Pahlevi, A. F., Suwarni, S., & Nurzam, N. (2021). The Influence Of Service Quality And Customer Satisfaction Towards Customer Loyalty At Bank Mega Syariah Bengkulu. Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan, 2(4), 315-322. DOI: https://doi.org/10.53697/emak.v2i4.173
Peschel, A. O. (2021). Scarcity signaling in sales promotion: An evolutionary perspective of food choice and weight status. Journal of Retailing and Consumer Services, 61, 102512. DOI: https://doi.org/10.1016/j.jretconser.2021.102512
Rasool, A., Shah, F. A., & Tanveer, M. (2021). Relational Dynamics between Customer Engagement, Brand Experience, and Customer Loyalty: An Empirical Investigation. Journal of Internet Commerce, 1-21. DOI: https://doi.org/10.1080/15332861.2021.1889818
Rivai, J. (2021). The Role of Purchasing Decisions Mediating Product Quality, Price Perception, and Brand Image on Customer Satisfaction of Kopi Janji Jiwa. Journal of Business and Management Studies, 3(2), 31-42. DOI: https://doi.org/10.32996/jbms.2021.3.2.4
Robinson, D. (2021). Rural wine and food Tourism for cultural sustainability. Tourism Analysis, 26(2-3), 121-133 DOI: https://doi.org/10.3727/108354221X16079839951385
SASONO, I., JUBAEDI, A. D., NOVITASARI, D., WIYONO, N., RIYANTO, R., OKTABRIANTO, O., ... & WARUWU, H. (2021). The impact of e-service quality and satisfaction on customer loyalty: Empirical evidence from Internet banking users in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 465-473.
Saunders, M., Lewis, P., & Thornhill, A. (2020). Research methods for business student
Sesar, V., Hunjet, A., & Primorac, D. (2021). THE IMPACT OF DIGITALIZATION ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: LITERATURE. In Economic and Social Development (Book of Proceedings), 72nd International Scientific Conference on Economic and Social (p. 297).
Shulga, L. V., Busser, J. A., Bai, B., & Kim, H. (2021). The Reciprocal Role of Trust in Customer Value Co-Creation. Journal of Hospitality & Tourism Research, 45(4), 672-696. DOI: https://doi.org/10.1177/1096348020967068
Sibarani, H. J., & Maximillian, B. (2021). The Effect of Product Excellence, Satisfaction and Marketing Communication of Tabanas Products on Customer Loyalty Saving at PT. Bank Mestika Dharma Tbk, Kcp Tomang Elok Medan. Jurnal Mantik, 4(4), 2675-2681.
Smith, R. D. (2020). Strategic planning for public relations. Routledge. DOI: https://doi.org/10.4324/9781003024071
Tuncer, İ., Unusan, C., & Cobanoglu, C. (2021). Service quality, perceived value and customer satisfaction on behavioral intention in restaurants: An integrated structural model. Journal of Quality Assurance in Hospitality & Tourism, 22(4), 447-475. DOI: https://doi.org/10.1080/1528008X.2020.1802390
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Hock, R. L. T., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. DOI: https://doi.org/10.1016/j.jretconser.2021.102721
Uzochukwu, O., Tope, O. O., Efe, T., & Thankgod, O. K. (2021). Direct selling strategies and customers loyalty in the Nigerian deposit money banks. International journal of economic perspectives, 15(1), 186-206. DOI: https://doi.org/10.31295/ijbem.v4n1.1314
Wang, Y., Wu, J., Lin, L., & Shafiee, S. (2021). An online community-based dynamic customisation model: the trade-off between customer satisfaction and enterprise profit. International Journal of Production Research, 59(1), 1-29 DOI: https://doi.org/10.1080/00207543.2019.1693649
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189. DOI: https://doi.org/10.3390/su13010189
Yusuf, A. (2021). The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal, 2 (1), 472–481. DOI: https://doi.org/10.33258/birci.v4i1.1629
Zhang, J., Zhang, J., & Zhang, M. (2019). From free to paid: Customer expertise and customer satisfaction on knowledge payment platforms. Decision Support Systems, 127, 113140 DOI: https://doi.org/10.1016/j.dss.2019.113140
Copyright (c) 2021 Muhammad Adnan, Ather Ummad Khan, Raisham Hayee
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
CSRC Publishing and SBSEE adhere to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in SBSEE agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International). Under this license, the authors published in SBSEE retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of SBSEE are required to cite author(s) and publisher in their work. CSRC Publishing and JAFEE follow an Open Access Policy for copyright and licensing.
