Publicação
Marketing strategy of company D in China in the context of B2C to B2B transformation: From the perspective of customer satisfaction
| Resumo: | By referring to marketing strategy theory, customer satisfaction theory, marketing mix theory and SWOT analysis tool, this study takes Company D, a traditional IT enterprise in the strategy transition from B2C to B2B, as the research object to carry out an exploratory case study. Nvivo is used to sort out and refine cases of influencing factors of customer satisfaction. On this basis, through theoretical deduction, product functionality, product innovation in product quality dimension, service convenience, service reliability in service quality dimension, and customer satisfaction are integrated into an analytical framework. Taking the concept of sustainability and digital service as moderating variables, the conceptual model and theoretical hypothesis of “product quality + service quality - customer satisfaction” are proposed. Through large sample questionnaire collection, regression analysis is used to empirically test the research hypothesis. The results show that the four independent variables including product functionality, product innovation, service reliability, and service convenience have a significant impact on customer satisfaction, and digitalization and sustainability have a positive moderating effect on customer satisfaction. All the theoretical hypotheses are verified. At last, this study gives suggestions on marketing strategy optimization of Company D in China under B2B transformation mode. It includes enriching product function portfolio to meet customers' future needs, strengthening product research and innovation to maintain sustainable competitive advantages, strengthening sustainable product concept to gain customers’ recognition, ensuring reliable and safe services to enhance customers' trust, simplifying processes and facilitating services to reduce customer costs, and providing digital services to help customers transform and upgrade. |
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| Autores principais: | Chen Wenbin |
| Assunto: | B2B model IT Company Satisfação do cliente -- Customer satisfaction Marketing strategies Qualidade do produto -- Product quality Service quality Empresa de tecnologias de informação Estratégia de marketing Qualidade do serviço |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | By referring to marketing strategy theory, customer satisfaction theory, marketing mix theory and SWOT analysis tool, this study takes Company D, a traditional IT enterprise in the strategy transition from B2C to B2B, as the research object to carry out an exploratory case study. Nvivo is used to sort out and refine cases of influencing factors of customer satisfaction. On this basis, through theoretical deduction, product functionality, product innovation in product quality dimension, service convenience, service reliability in service quality dimension, and customer satisfaction are integrated into an analytical framework. Taking the concept of sustainability and digital service as moderating variables, the conceptual model and theoretical hypothesis of “product quality + service quality - customer satisfaction” are proposed. Through large sample questionnaire collection, regression analysis is used to empirically test the research hypothesis. The results show that the four independent variables including product functionality, product innovation, service reliability, and service convenience have a significant impact on customer satisfaction, and digitalization and sustainability have a positive moderating effect on customer satisfaction. All the theoretical hypotheses are verified. At last, this study gives suggestions on marketing strategy optimization of Company D in China under B2B transformation mode. It includes enriching product function portfolio to meet customers' future needs, strengthening product research and innovation to maintain sustainable competitive advantages, strengthening sustainable product concept to gain customers’ recognition, ensuring reliable and safe services to enhance customers' trust, simplifying processes and facilitating services to reduce customer costs, and providing digital services to help customers transform and upgrade. |
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