Aug'19
The IUP Journal of Marketing Management
Focus
It is a general belief that improvement in the quality of any product has a three-fold
pay-off, namely, cost reduction, increased customer retention and new customer
attraction. In the first paper, �An Assessment of the Mediating Effect of Customer Satisfaction on the Relationship Between Service Quality and Customer Loyalty�, the authors, Manish Kumar Yadav and Alok Kumar Rai, attempt to explain the concept of service quality, customer satisfaction and customer loyalty. The study also explores the relationship among these three service marketing constructs. In order to assess the service quality of banks, the SERVQUAL scale has been used. The study found that customer satisfaction mediates the relationship between service quality and customer loyalty. As a mediating variable, customer satisfaction shows 83.03% of the total effect of size of service quality on customer loyalty relationship. Further, this study does not refute any direct relationship. It shows that the indirect relationship can be explored with the help of other mediating variables.
The second paper, �Cosmetic Products: Buying Behavior Among Married and Unmarried Women� by Rudrabhatla Prasanna, focuses on the cosmetics industry. The study found that a majority of unmarried women get to know about cosmetics through beauticians, cosmetic stores, etc., whereas married women get to know about cosmetics through friends. A majority of unmarried women buy cosmetics from exclusive cosmetic stores and married women from retail stores. Thus, married and unmarried women differ in their buying behavior. However, both married and unmarried women give more or less equal importance to quality, price, quantity and ingredients of the product while buying cosmetic products. The analysis was done using ANOVA test and chi-square test. The findings of this study help understand the buying behavior of married and unmarried women with respect to preference of cosmetic products.
Tata Zica made its first appearance in February 2016 Auto Expo; the company had no knowledge then about the outbreak of the Zika virus which had caused panic in Brazil in May 2015. So rebranding became a necessity. Tata Motors decided to change the brand name Tata Zica on February 2, 2016. In the case study, �Tata Zica to Tata Tiago: Digital Marketing Strategy of Tata Motors for Rebranding�, the author, B Shafiulla, explains how Tata Motors engaged customers for branding decision, promotion of Tata Zica, rebranding of Tata Zica as Tata Tiago, and the digital marketing strategies adopted by Tata Motors in this regard.
Consulting Editor
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| Article | Price (₹) | ||
| An Assessment of the Mediating Effect of Customer Satisfaction on the Relationship Between Service Quality and Customer Loyalty |
100
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| Cosmetic Products: Buying Behavior Among Married and Unmarried Women |
100
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Case Study Tata Zica to Tata Tiago: Digital Marketing Strategy of Tata Motors for Rebranding |
100
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An Assessment of the Mediating Effect of Customer Satisfaction on the Relationship Between Service Quality and Customer Loyalty
The dynamics of the service industry has made the environment and assessment of service marketing and its outcomes extremely complex. The competition in the ever-growing service industry and the need to address the ever increasing customer demands have forced service marketers to resort to the applications of psychological concepts in service marketing practice designs. The present study attempts to explain the concept of service quality, customer satisfaction and customer loyalty. It also explores the relationship among these three service marketing constructs. A comprehensive survey of literature on the subjects established the fact that customer satisfaction provides a directional influence on the relationship of service quality and customer loyalty. A mediation model integrating the relationship among service quality, customer satisfaction and customer loyalty is proposed for investigation. Further, this study also helps to assess the strength of the mediating role of customer satisfaction in service quality and customer loyalty.
Cosmetic Products: Buying Behavior Among Married and Unmarried Women
Today, the world's cosmetics market is estimated to generate 32 lakh cr (https:// www.zionmarketresearch.com/news/cosmetic-skin-care-market) approximately out of the annual sales worldwide. According to ASSOCHAM and research agency Majestic Research Services and Solutions (MRSS) India (2018), the current cosmetics industry size in India is at 46,000 cr approximately. The growth of cosmetics industry in the country is the result of a considerable rise in disposable incomes, increase in the number of working men and women, changing lifestyles, greater product choice and availability of cosmetic products in India. 60% of the cosmetics industry revenue is generated by women. A study therefore is taken up to examine the different buying behavior among married and unmarried women with reference to cosmetic products in Hyderabad district of Telangana state. The study found that a majority of unmarried women get to know about cosmetics through beauticians, cosmetic stores, etc., whereas married women get to know about cosmetics through friends. A majority of unmarried women buy cosmetics from exclusive cosmetic stores and married women from retail stores. Unmarried women prefer to buy cosmetics during promotional offers and married women do not wait for promotional offers. Unmarried respondents choose a particular shop due to availability of various cosmetics, and married women due to maintenance of standard quality and price of cosmetics. Married women give more importance to family opinion, and unmarried to �advertisement� in their buying decision of cosmetics. Similarly, both married and unmarried women give more or less equal importance to quality, price, quantity, ingredients of the product while buying cosmetic products.
Case Study
Tata Zica to Tata Tiago: Digital Marketing Strategy of Tata Motors for Rebranding
Tata Motors Limited first unveiled the stylish, dynamic and cool hatchback Tata Zica (acronym derived from zippy car) in December 2015 under the new Tata Personalization program. Tata Zica made its first appearance in February 2016 Auto Expo. Tata Motors promoted �Tata Zica� for more than two months before the mosquito-borne Zika virus breakout, mainly affecting Brazil and other parts of South and North America. Tata Motors was then in a dilemma whether to continue with �Tata Zica� brand name or to go for rebranding of �Tata Zica�. This case study is an attempt to understand the strategy behind brand name selection and its association with various marketing strategies. Also, the study highlights the challenges faced by Tata Motors to their rebranding strategies used for its Tata Tiago brand and digital marketing and integrated marketing strategies associated with this rebranding exercise.