EXPLORING MARKETING STRATEGY TO INCREASE SALES FOR BAJA PERKASA ROOF CASE
DOI:
https://doi.org/10.31539/costing.v7i6.13681Keywords:
Marketing Strategy, Increase Sales, Baja Perkasa Roof Case.Abstract
This study aims to analyze the internal and external conditions of Baja Perkasa Roof, the factors influencing client decisions to purchase sand metal roofing, and the strategies that can be implemented to increase sales figures. The results of the study show that Baja Perkasa Roof's internal and external conditions have several strengths, such as a large daily production capacity (6,000 meters), certified products from the Balai Besar Standarisasi dan Pelayanan Jasa Industri Bahan dan Barang Teknik (Center for Standardization and Industrial Services for Materials and Technical Goods), product warranties, chemical-free products, and a reliable delivery fleet. However, there are some weaknesses, including higher product prices compared to competitors, the absence of its own tile moulding machine, lack of drying machines, a non-integrated administrative system, and no product patents. The factors influencing client decisions to purchase sand metal roofing products include good product quality, product price, ease and flexibility of payments, and satisfactory delivery services. The strategies recommended based on the TOWS analysis to increase Baja Perkasa Roof's sales figures include producing lower-priced products to compete with competitors, aggressively promoting certified products, offering a loyalty point program to customers, and purchasing its own tile moulding machine.
References
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Ariwibowo, P., Saputro, F. B., & Haryanto, H. (2021). Analysis of Strength & Weakness, Using the Concept of Resource-Based View with the VRIO Framework in Sharia Cooperatives. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 4(1), 279-294.
Bergen, M., & Peteraf, M. A. (2002). Competitor identification and competitor analysis: a broad‐based managerial approach. Managerial and decision economics, 23(4‐5), 157-169.
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of business research, 65(10), 1443-1451.
Borden, N. H. (1964). The concept of the marketing mix. Journal of advertising research, 4(2), 2-7.
Bresser, R. K., & Powalla, C. (2012). Practical implications of the resource-based view: assessing the predictive power of the VRIO-framework. Zeitschrift für Betriebswirtschaft, 82, 335-359.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22, 16-27.
Christopher, M. (2016). Logistics and Supply Chain Management: Logistics & Supply Chain Management. Pearson UK.
Creswell, J. W. (2013). Steps in conducting a scholarly mixed methods study.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications
Doaei, H., Rezaei, A., & Khajei, R. (2011). The impact of relationship marketing tactics on customer loyalty: the mediation role of relationship quality. International Journal of Business Administration, 2(3), 83.
Eriksson, K., & Vaghult, A. L. (2000). Customer retention, purchasing behavior and relationship substance in professional services. Industrial marketing management, 29(4), 363-372.
Facebook users in Indonesia. (2024, April) Napoleon Cat. https://napoleoncat.com/stats/facebook-users-in-indonesia/2024/04/
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Gogoi, b. (2013), Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel, International Journal of Sales & Marketing, Vol. 3, Issue 2, Jun 2013, 73-86
Golder, P. N., Mitra, D., & Moorman, C. (2012). What is quality? An integrative framework of processes and states. Journal of marketing, 76(4), 1-23.
Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of retailing, 85(1), 1-14.
Grewal, R., Chandrashekaran, M., & Citrin, A. V. (2010). Customer satisfaction heterogeneity and shareholder value. Journal of Marketing Research, 47(4), 612-626.
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of business research, 71, 133-141.
Heck, D. H. A., Casanova, M., & Starr, T. B. (1990). Formaldehyde toxicity—new understanding. Critical reviews in toxicology, 20(6), 397-426.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2000). Why customers build relationships with companies—and why not. In Relationship marketing: Gaining competitive advantage through customer satisfaction and customer retention (pp. 369-391). Berlin, Heidelberg: Springer Berlin Heidelberg.
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Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45, 377-401.
Ibojo, B. O., & Asabi, O. M. (2015). Impact of customer satisfaction on customer loyalty: A case study of a reputable bank in Oyo, Oyo State, Nigeria. International Journal of Managerial Studies and Research, 3(2), 59-69.
Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science, 1(7), 253-260.
Kalam, K. K., & Kalam, K. K. (2020). Market segmentation, targeting and positioning strategy adaptation for the global business of Vodafone Telecommunication Company. International Journal of Research and Innovation in Social Science, 4(6), 427-430.
Kalesaran, R. C., Mandagi, R. J., & Waney, E. Y. (2013). Analisa faktor-faktor yang mempengaruhi Keputusan konsumen dalam pemilihan lokasi Perumahan di kota Manado. Jurnal Ilmiah Media Engineering, 3(3).
Kemenkopmk. (2023 October 13). Kementerian Koordinator Bidang Pembangunan Manusia dan Kebudayaan. https://www.kemenkopmk.go.id/wujudkan-pembangunan-menuju-indonesia-emas-melalui-transformasi-pembangunan-manusia-dan-kebudayaan
Kotler, P & Armstrong, G. (2013). Principles of Marketing. (15th ed. Global Edition). Pearson Education Limited.
Krismani, A. Y., & Pambudi, Y. S. (2021). Pelapis Atap Metal Sebagai Peredam Suara. Jurnal Ekonomi, Sosial & Humaniora, 3(04), 108-117
Kumar, A. A. (2016). Factors influencing customers buying behavior. Global Journal of Management and Business Research, 16(3).
Lang, G., & Bressolles, G. (2013, January). Economic performance and customer expectation in e-fulfillment systems: a multi-channel retailer perspective. In Supply Chain Forum: An International Journal (Vol. 14, No. 1, pp. 16-26). Taylor & Francis.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
Lin, C., & Tsai, H. L. (2016). Achieving a firm’s competitive advantage through dynamic capability. Baltic Journal of Management, 11(3), 260-285.
Madhavan, M., & Kaliyaperumal, C. (2015). Consumer buying behavior-an overview of theory and models. St. Theresa Journal of Humanities and Social Sciences, 1(1), 74-112.
McNutt, M. (2013). Mercury and health. Science, 341(6153), 1430-1430.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47, 4-29.
Morse, J. M. (1991). Approaches to qualitative-quantitative methodological triangulation. Nursing research, 40(2), 120-123.
Nandonde, F. A. (2019). A PESTLE analysis of international retailing in the East African Community. Global Business and Organizational Excellence, 38(4), 54-61.
Nguyen, H. M., Ho, T. K. T., & Ngo, T. T. (2024). The impact of service innovation on customer satisfaction and customer loyalty: a case in Vietnamese retail banks. Future Business Journal, 10(1), 61.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.
Pambudi, Y. S., & Krismani, A. Y. (2017). PENGARUH FAKTOR PREDISPOSITION, ENABLING DAN REINFORCING TERHADAP PERILAKU MASYARAKAT PERKOTAAN MENGELOLA SAMPAH RUMAH TANGGA YANG DI MEDIASI OLEH VARIABEL MOTIVASI (STUDI KASUS DI RW V DAN VI KELURAHAN JOYOTAKAN, KECAMATAN SERENGAN, KOTA SURAKARTA). Jurnal Kesehatan Kusuma Husada.
Porter, M. E. (1989). How competitive forces shape strategy (pp. 133-143). Macmillan Education UK.
Porter, M. E. (2003). Michael E. Porter. Fifty Key Figures in Management, 272.
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 78.
Posadas, R. D. (2006). Technology Management and Catch-Up Competitiveness: What the Philippine Can Learn from South Korea and Taiwan. Philippine Management Review, 13.
Rastogi, N., & Trivedi, M. K. (2016). PESTLE technique–a tool to identify external risks in construction projects. International Research Journal of Engineering and Technology (IRJET), 3(1), 384-388.
Reinartz, W., Thomas, J. S., & Kumar, V. (2005). Balancing acquisition and retention resources to maximize customer profitability. Journal of marketing, 69(1), 63-79.
SAM, A. F. (2017). The Effects of Marketing Mix (4P) on Companies’ Profitability: A Case Study of Automotive Industry in France. Journal of Research in Marketing (ISSN: 2292-9355), 8(1), 636-640.
Sanam, A., Khan, S. A., Taj, A., & Lakho, A. (2024). THE IMPACT OF CUSTOMER EXPECTATIONS, CUSTOMER LOYALTY, CUSTOMER BRAND LOYALTY, AND CUSTOMER SATISFACTION ON PURCHASE INTENTION IN THE FMCG SECTOR OF PAKISTAN. Policy Research Journal, 2(4), 39-53.
Segura, E., Belmonte, L. M., Morales, R., & Somolinos, J. A. (2023). A Strategic Analysis of Photovoltaic Energy Projects: The Case Study of Spain. Sustainability, 15(16), 12316.
Singh, M. (2012). Marketing mix of 4P’s for competitive advantage. IOSR Journal of Business and Management, 3(6), 40-45.
Singh, V., Sharma, M. P., Jayapriya, K., Kumar, B. K., Chander, M. A. R. N., & Kumar, B. R. (2023). Service quality, customer satisfaction and customer loyalty: A comprehensive literature review. Journal of Survey in Fisheries Sciences, 10(4S), 3457-3464.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
Stelzner, M. A. (2012). 2012 social media marketing industry report: how marketers are using social media to grow their businesses. Social Media Examiner.
Tianjin Runfei Trade Co., Ltd. (2022) Gulungan coil CRC. Made-in-China. https://id.made-in-china.com/co_3f1cc220875c03eb/product_1-2mm-Rolled-Mild-Steel-Sheet-Coils-CRC-Iron-Cold-Rolled-Steel-Sheet-Price-CRC_ergnshhuy.html
VAJRE, Sangram. Five Simple Ways to Get Your First Account-Based Marketing Campaign Up and Running. In: MarketingProfs [online]. Dover, DE: MarketingProfs, 2015 [cit. 2016-09-21].
Vardopoulos, I., Tsilika, E., Sarantakou, E., Zorpas, A. A., Salvati, L., & Tsartas, P. (2021). An integrated SWOT-PESTLE-AHP model assessing sustainability in adaptive reuse projects. Applied Sciences, 11(15), 7134.
Vize, R., Coughlan, J., Keneedy, A., & Ellis-Chadwick, F. (2016). Measuring B2B relationship quality in an online context: Exploring the roles of service quality, power, and loyalty. In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference (pp. 255-267). Springer International Publishing.
Wallace, J. (1994). Oral History Interview: John Wallace.
Wang, C. Y., & Wu, L. W. (2012). Customer loyalty and the role of relationship length. Managing Service Quality: An International Journal, 22(1), 58-74.
Weihrich, H. (1982). The TOWS matrix—A tool for situational analysis. Long range planning, 15(2), 54-66.
Wirtz, J., & Lovelock, C. (2017). Understanding service consumers. World Scientific Publishing Company.
Wirtz, J., & Lovelock, C. (2021). Services marketing: People, technology, strategy. World Scientific.
Zeithaml, V. A., Lemon, K. N., & Rust, R. T. (2001). Driving customer equity: How customer lifetime value is reshaping corporate strategy. Simon and Schuster.
Zhang, Y., & Wildemuth, B. M. (2009). Qualitative analysis of content. Applications of social research methods to questions in information and library science, 308(319), 1-12.
Anderson, E. W., Fornell, C., & Mazvancheryl, S. K. (2004). Customer satisfaction and shareholder value. Journal of marketing, 68(4), 172-185.
Ariwibowo, P., Saputro, F. B., & Haryanto, H. (2021). Analysis of Strength & Weakness, Using the Concept of Resource-Based View with the VRIO Framework in Sharia Cooperatives. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 4(1), 279-294.
Bergen, M., & Peteraf, M. A. (2002). Competitor identification and competitor analysis: a broad‐based managerial approach. Managerial and decision economics, 23(4‐5), 157-169.
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of business research, 65(10), 1443-1451.
Borden, N. H. (1964). The concept of the marketing mix. Journal of advertising research, 4(2), 2-7.
Bresser, R. K., & Powalla, C. (2012). Practical implications of the resource-based view: assessing the predictive power of the VRIO-framework. Zeitschrift für Betriebswirtschaft, 82, 335-359.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22, 16-27.
Christopher, M. (2016). Logistics and Supply Chain Management: Logistics & Supply Chain Management. Pearson UK.
Creswell, J. W. (2013). Steps in conducting a scholarly mixed methods study.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications
Doaei, H., Rezaei, A., & Khajei, R. (2011). The impact of relationship marketing tactics on customer loyalty: the mediation role of relationship quality. International Journal of Business Administration, 2(3), 83.
Eriksson, K., & Vaghult, A. L. (2000). Customer retention, purchasing behavior and relationship substance in professional services. Industrial marketing management, 29(4), 363-372.
Facebook users in Indonesia. (2024, April) Napoleon Cat. https://napoleoncat.com/stats/facebook-users-in-indonesia/2024/04/
FINN, Gavin. The Three Most Important B2B Marketing Questions for 2016. In: MarketingProfs [online]. Dover, DE: MarketingProfs, 2016 [cit. 2016-09-21].
Gogoi, b. (2013), Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel, International Journal of Sales & Marketing, Vol. 3, Issue 2, Jun 2013, 73-86
Golder, P. N., Mitra, D., & Moorman, C. (2012). What is quality? An integrative framework of processes and states. Journal of marketing, 76(4), 1-23.
Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of retailing, 85(1), 1-14.
Grewal, R., Chandrashekaran, M., & Citrin, A. V. (2010). Customer satisfaction heterogeneity and shareholder value. Journal of Marketing Research, 47(4), 612-626.
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of business research, 71, 133-141.
Heck, D. H. A., Casanova, M., & Starr, T. B. (1990). Formaldehyde toxicity—new understanding. Critical reviews in toxicology, 20(6), 397-426.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2000). Why customers build relationships with companies—and why not. In Relationship marketing: Gaining competitive advantage through customer satisfaction and customer retention (pp. 369-391). Berlin, Heidelberg: Springer Berlin Heidelberg.
Hilda, B. Alexander. (2024, November 29). Summarecon-Investor Jepang Memulai Pembangunan Perumahan di Makassar. Kompas.com. https://www.kompas.com/properti/read/2024/11/29/130650921/summarecon-investor-jepang-memulai-pembangunan-perumahan-di-makassar
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45, 377-401.
Ibojo, B. O., & Asabi, O. M. (2015). Impact of customer satisfaction on customer loyalty: A case study of a reputable bank in Oyo, Oyo State, Nigeria. International Journal of Managerial Studies and Research, 3(2), 59-69.
Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science, 1(7), 253-260.
Kalam, K. K., & Kalam, K. K. (2020). Market segmentation, targeting and positioning strategy adaptation for the global business of Vodafone Telecommunication Company. International Journal of Research and Innovation in Social Science, 4(6), 427-430.
Kalesaran, R. C., Mandagi, R. J., & Waney, E. Y. (2013). Analisa faktor-faktor yang mempengaruhi Keputusan konsumen dalam pemilihan lokasi Perumahan di kota Manado. Jurnal Ilmiah Media Engineering, 3(3).
Kemenkopmk. (2023 October 13). Kementerian Koordinator Bidang Pembangunan Manusia dan Kebudayaan. https://www.kemenkopmk.go.id/wujudkan-pembangunan-menuju-indonesia-emas-melalui-transformasi-pembangunan-manusia-dan-kebudayaan
Kotler, P & Armstrong, G. (2013). Principles of Marketing. (15th ed. Global Edition). Pearson Education Limited.
Krismani, A. Y., & Pambudi, Y. S. (2021). Pelapis Atap Metal Sebagai Peredam Suara. Jurnal Ekonomi, Sosial & Humaniora, 3(04), 108-117
Kumar, A. A. (2016). Factors influencing customers buying behavior. Global Journal of Management and Business Research, 16(3).
Lang, G., & Bressolles, G. (2013, January). Economic performance and customer expectation in e-fulfillment systems: a multi-channel retailer perspective. In Supply Chain Forum: An International Journal (Vol. 14, No. 1, pp. 16-26). Taylor & Francis.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
Lin, C., & Tsai, H. L. (2016). Achieving a firm’s competitive advantage through dynamic capability. Baltic Journal of Management, 11(3), 260-285.
Madhavan, M., & Kaliyaperumal, C. (2015). Consumer buying behavior-an overview of theory and models. St. Theresa Journal of Humanities and Social Sciences, 1(1), 74-112.
McNutt, M. (2013). Mercury and health. Science, 341(6153), 1430-1430.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47, 4-29.
Morse, J. M. (1991). Approaches to qualitative-quantitative methodological triangulation. Nursing research, 40(2), 120-123.
Nandonde, F. A. (2019). A PESTLE analysis of international retailing in the East African Community. Global Business and Organizational Excellence, 38(4), 54-61.
Nguyen, H. M., Ho, T. K. T., & Ngo, T. T. (2024). The impact of service innovation on customer satisfaction and customer loyalty: a case in Vietnamese retail banks. Future Business Journal, 10(1), 61.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.
Pambudi, Y. S., & Krismani, A. Y. (2017). PENGARUH FAKTOR PREDISPOSITION, ENABLING DAN REINFORCING TERHADAP PERILAKU MASYARAKAT PERKOTAAN MENGELOLA SAMPAH RUMAH TANGGA YANG DI MEDIASI OLEH VARIABEL MOTIVASI (STUDI KASUS DI RW V DAN VI KELURAHAN JOYOTAKAN, KECAMATAN SERENGAN, KOTA SURAKARTA). Jurnal Kesehatan Kusuma Husada.
Porter, M. E. (1989). How competitive forces shape strategy (pp. 133-143). Macmillan Education UK.
Porter, M. E. (2003). Michael E. Porter. Fifty Key Figures in Management, 272.
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 78.
Posadas, R. D. (2006). Technology Management and Catch-Up Competitiveness: What the Philippine Can Learn from South Korea and Taiwan. Philippine Management Review, 13.
Rastogi, N., & Trivedi, M. K. (2016). PESTLE technique–a tool to identify external risks in construction projects. International Research Journal of Engineering and Technology (IRJET), 3(1), 384-388.
Reinartz, W., Thomas, J. S., & Kumar, V. (2005). Balancing acquisition and retention resources to maximize customer profitability. Journal of marketing, 69(1), 63-79.
SAM, A. F. (2017). The Effects of Marketing Mix (4P) on Companies’ Profitability: A Case Study of Automotive Industry in France. Journal of Research in Marketing (ISSN: 2292-9355), 8(1), 636-640.
Sanam, A., Khan, S. A., Taj, A., & Lakho, A. (2024). THE IMPACT OF CUSTOMER EXPECTATIONS, CUSTOMER LOYALTY, CUSTOMER BRAND LOYALTY, AND CUSTOMER SATISFACTION ON PURCHASE INTENTION IN THE FMCG SECTOR OF PAKISTAN. Policy Research Journal, 2(4), 39-53.
Segura, E., Belmonte, L. M., Morales, R., & Somolinos, J. A. (2023). A Strategic Analysis of Photovoltaic Energy Projects: The Case Study of Spain. Sustainability, 15(16), 12316.
Singh, M. (2012). Marketing mix of 4P’s for competitive advantage. IOSR Journal of Business and Management, 3(6), 40-45.
Singh, V., Sharma, M. P., Jayapriya, K., Kumar, B. K., Chander, M. A. R. N., & Kumar, B. R. (2023). Service quality, customer satisfaction and customer loyalty: A comprehensive literature review. Journal of Survey in Fisheries Sciences, 10(4S), 3457-3464.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
Stelzner, M. A. (2012). 2012 social media marketing industry report: how marketers are using social media to grow their businesses. Social Media Examiner.
Tianjin Runfei Trade Co., Ltd. (2022) Gulungan coil CRC. Made-in-China. https://id.made-in-china.com/co_3f1cc220875c03eb/product_1-2mm-Rolled-Mild-Steel-Sheet-Coils-CRC-Iron-Cold-Rolled-Steel-Sheet-Price-CRC_ergnshhuy.html
VAJRE, Sangram. Five Simple Ways to Get Your First Account-Based Marketing Campaign Up and Running. In: MarketingProfs [online]. Dover, DE: MarketingProfs, 2015 [cit. 2016-09-21].
Vardopoulos, I., Tsilika, E., Sarantakou, E., Zorpas, A. A., Salvati, L., & Tsartas, P. (2021). An integrated SWOT-PESTLE-AHP model assessing sustainability in adaptive reuse projects. Applied Sciences, 11(15), 7134.
Vize, R., Coughlan, J., Keneedy, A., & Ellis-Chadwick, F. (2016). Measuring B2B relationship quality in an online context: Exploring the roles of service quality, power, and loyalty. In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference (pp. 255-267). Springer International Publishing.
Wallace, J. (1994). Oral History Interview: John Wallace.
Wang, C. Y., & Wu, L. W. (2012). Customer loyalty and the role of relationship length. Managing Service Quality: An International Journal, 22(1), 58-74.
Weihrich, H. (1982). The TOWS matrix—A tool for situational analysis. Long range planning, 15(2), 54-66.
Wirtz, J., & Lovelock, C. (2017). Understanding service consumers. World Scientific Publishing Company.
Wirtz, J., & Lovelock, C. (2021). Services marketing: People, technology, strategy. World Scientific.
Zeithaml, V. A., Lemon, K. N., & Rust, R. T. (2001). Driving customer equity: How customer lifetime value is reshaping corporate strategy. Simon and Schuster.
Zhang, Y., & Wildemuth, B. M. (2009). Qualitative analysis of content. Applications of social research methods to questions in information and library science, 308(319), 1-12.
Published
2024-12-22
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