Role of Marketing Structural Adaptation on Customer Satisfaction: A Case of Zong in Pakistan.

Author(s)

Waqar Ahmad , Rashed Nawaz , Muhammad Arshad , Tayyaba Rani , Sabeela Sabir , Adnan Khan ,

Download Full PDF Pages: 19-28 | Views: 347 | Downloads: 106 | DOI: 10.5281/zenodo.3466439

Volume 5 - December 2016 (12)

Abstract

the actual objective of this study is to explore the relationship between the marketing structure and customers in Zong Company. The notion not only attracts most of the customers towards the ZONG but also the reputation of ZONG toppled over other cellular networks. In this research, in this research marketing structure has taken a independent and an independent variable customer satisfaction. The target population was the ZONG customers and employees who were attached with Zong from last four years. In this study 300 customers and 50 employees sample was taken on the basis of simple random sampling. Self-administered questionnaires were used to collect the data from the respondents. A simple random sampling technique was used in the selection of the respondents. Results of this study explain that there is a strong and positive relationship between structural adaptation and customer satisfaction. 

Keywords

Marketing Structural Adaptation, Zong

References

  1. Achrol, R., S. (1991). Evolution of the marketing organization: New forms for
  2. Berthon, P., James, M., Hulbert., & Leyland, F., P. (1997). Brands, Brand Managers, and the Management of Brands. Where to Next? MSI Report No. 97-122. Cambridge, MA: Marketing Science Institute.
  3. Boateng, R. (2006). Developing e-banking capabilities in a Ghanaian Bank: Preliminary Lessons. Journal of Internet Banking and Commerce, (2)[Online] Retrieved from http://www.arraydev.com/commerce/jibc/).
    Busse, M. & M. Rysman (2004).Competition and Price Discrimination in Yellow Pages Advertising, working paper.
  4. Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007).The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behaviour.Tourism Management, 28(1), 175-187.
  5. Ciuhureanu, A.T.; Marcu, L.; Balteş, N. (2010). The importance of education and Knowledge based management in entrepreneurial activities, Proceedings of The 6th International Seminar on Quality Management in Higher Education - QMHE, Tulcea, Romania, juli 2010, 547-550.
  6. Czinkota, Michael R., Ronkainen, & Ilkka. A. (2000).International marketing. Fort Worth:Harcourt College Publishers, , 306-309.
  7. Collis, J. & Hussey, R. (2003) Business Research: a practical guide for undergraduate and postgraduate students, second edition. Basingstoke: Palgrave Macmillan.
  8. Daft, R.L., & Weick, K.E. (1984). Toward a model of organizations as interpretation Systems. Academy of Management Review, 9(2), 284-295.
  9. Dauw, S. Z., Zui Chi (Rick) Lee, & Su-Yan Liu (2013). Evaluating Multiple Reference Effects In Casual Shoe Brand Commitment. The Clute Institute International Academic Conferences, Maui, Hawaii USA
  10. Deanfield, J.E., & Marmot, M. (2003). Social and psychosocial influences on inflammatory markers and vascular function in civil servants (The Whitehall II Study), The American Journal of Cardiology, 92, 984-987.
  11. Eatger, M. (1984). The Retail Ecology Model: A Comprehensive Model of Retail Change.In Research in Marketing, 7, 41-62.
  12. Flint, D. J., et al. (2011). "Customer value anticipation, customer satisfaction and loyalty: An empirical examination." Industrial Marketing Management 40(2): 219-230.
  13. Fullerton, R.R., &Wempe, W.F., (2009). Lean manufacturing, non-financial performance measures, and financial performance. International Journal of Operations and Production Management, 29 (3-4), 214-240.
  14. George, Michael, Anthony, F., & David, C. (1994). Reinventing the Marketing Organization. McKinsey Quarterly, 4, 43-62.
  15. Grönroos, C. (1984). "A service quality model and its marketing implications." European Journal of marketing 18(4), 36-44.
  16. Hallowell, R. (1996). "The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study." International journal of service industry management 7(4), 27-42.
  17. Hrebiniak, L. G. and W. F. Joyce (1985). "Organizational adaptation: Strategic choice and environmental determinism." Administrative science quarterly: 336-349.
  18. Hashim,M.(2013).Change Management. International Journal of Academic Research in Business and Social Sciences, 3(7), 2222-6990.
  19. Hill, N., & Alexander, J. (2001).Handbook of Customer Satisfaction Measurement, Hampshire, UK: Gower Publishing Ltd.
  20. Hollander, S.C. (1966).The Wheel of Retailing. Journal of Retailing 24th July, 37-48.
  21. Hunt, Shelby, D., & Robert, M. M. (1995). The Comparative Advantage Theory of Competition. Journal of Marketing 59 (April), 1-15.
  22. Jones, G. R. (1998). Organizational Theory Text and Cases, Reading (Mass.): Addison-Wesley Publishing Company
  23. Jusoh, R., & Parnell, J. A. (2008). Competitive strategy and performance measurement in the Malaysian context: An exploratory study. Management Decision, 46(1), 5-31.
  24. Kassim, N. and N. Asiah Abdullah (2010). "The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis." Asia Pacific Journal of Marketing and Logistics 22(3), 351-371.
  25. Kumar, N., et al. (2000). "From market driven to market driving." European management journal 18(2),129-142.
  26. Kerzner, H. (2001). Strategic planning for project management: using a project management maturity model. New York: John Wiley & Sons.
  27. Kotler, P., & Armstong, G. (2011). Marketing: An introduction.10th edition. Harlow : Pearson, 3,210-224.
  28. Leiss, W., et al. (1990). Social communication in advertising: persons, products & images of well-being, Psychology Press.
  29. Levinthal, D. A., &Warglien, M. (1999). Landscape Design: Designing for Local Action in Complex Worlds. Organization Science, 10(3), 342-357.
  30. Lewis, A., & Richard, D. (2010). When cultures collide: Leading across cultures. 3rd edition. Boston-London: Nicholas Brealey.
  31. McKelvey, B. (1997). Quasi-natural Organization Science. Organization Science, 8(4), 352-376.
  32. McNair, M., P. (1958). Significant Trend and Development in Postwar Period. University of Pittsburg Press 17-28
  33. Melita, R. (2007). Differences in adaptations between service and manufacturing Firms Solovania Scientific Organization. Ljubljana, Slovenia 25, 245-268.
  34. Mintzberg, H. (1979). The structuring of organizations: a synthesis of the research. Englewood Cliffs, NJ: Prentice-Hall.
  35. Morris, Michael, H., Brunyee, J., & Michael, J. (1998). Relationship Marketing in Practice.Myths and Realities. In: Industrial Marketing Management 27, 359-371.
  36. McManus, B. (2003). Nonlinear Pricing in an Oligopoly Market: The Case of Specialty Coffee, working paper.
  37. Mohammed, A.M. (2012). Customer Satisfaction in the Mobile Telecom Industry in Bahrain: antecedents and on sequences, Retrieved from http/www.doi:10.5539/ijms.v4n6p139
  38. Mahoney, T. A.. & Weitzel (1969.). W. Managerial models of organizational effectiveness. Administrative Science Quarterly, 14.357-365.
  39. Price, J. L. (1968). Organizational effectiveness: An inventory of propositions. Homewood, III.:Richard D. Irwin,.
  40. Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985). A conceptual model of service quality and its implication. Journal of Marketing, 49, 41-50.
  41. OECD (2001b). Engaging Citizens in Policy-making: information, consultation and Public participation. PUMA Policy Brief, 10, 6.
  42. Oliver, & Richard, L. (1997). Satisfaction: A behavior perspective on the consumer. New York Irwin McGraw Hill
  43. Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer, Routledge.
  44. Piercy, N. F. (1998). "Marketing implementation: the implications of marketing paradigm weakness for the strategy execution process." Journal of the academy of marketing science 26(3), 222- 236.
  45. Pride, W.M. & Ferrell, O.C. (2011).Marketing foundations.4th edition. South Melbourne: South-Western.
  46. Porras,.I., & Robertson, P. (1992). Organization development: Theory, practice, and research. In M. D. Dunnette& L. M. Hough (Eds). Handbook of industrial and organizational psychology (2d ed.), 3: 719-822. Palo Alto, GA: Gonsulting Psychologists Press.
  47. Rust, R.T., & Zahorik, A.J. (1993).Customer satisfaction, customer retention, and market Ryals & Knox 2001 Cross-functional Issues in the Implementations of Relationship Marketing Through CRM. European Management Journal, 19(5), 534-542.
  48. Rust, R.T. & Oliver, R.L. (1994). Service quality: insights and managerial implications from the frontier, in Rust, R. and Oliver, R. (Eds), Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA, 1-20.
  49. Kotler, P.; Dipak, J.; Maesincee, S. (2004) Marketing. der Zukunft, Campus Verlag, Frankfurt / NewYork
  50. Stone, T. (2000). Customer Relationship Marketing: Get to know Your Customers and Win their Loyalty 2nd Ed. Great Britain Clays Ltd, 85-98.
  51. Teddlie C., &Tashakkori, A. (2009). Foundations of mixed methods research: Integrating quantitative and qualitative approaches in the social and behaviouralsciences.USA: SAGE Publications, Inc. 19-22.
  52. Thompson, B. (2004). Successful CRM: Turning Customer Loyalty into Profitability. Right Now Technologies Publication.
  53. Yuchtman, E.. & Seashore, S. E. (1967). A system resource approach to organizational effectiveness. American Sociological Review, 32, 891 903.
  54. Webster, & Frederick E., Jr. (1992). The Changing Role of Marketing in the Corporation. Journal of Marketing, 56 (October), 1-17.
  55. Webster,& Frederick E., Jr. (1997). The Future Role of Marketing in the Organization, In Reflections on the Futures of Marketing.Ed. Donald R. Lehmann and Katherine E. Jocz. Cambridge, MA: Marketing Science Institute, 39-66.

Cite this Article: