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The targeted and non-targeted framework: differential impact of marketing tactics on customer perceptions

The targeted and non-targeted framework: differential impact of marketing tactics on customer perceptions
The targeted and non-targeted framework: differential impact of marketing tactics on customer perceptions
This research provides insights into how targeted and non-targeted customers perceive firms’ marketing tactics. Important implications exist regarding how targeted and non-targeted customers perceive the influence of marketing tactics and, accordingly, how firms handle them. A multiple-phased study approach involved exploratory interviews, pilot tests and the main survey, which employed a self-administered questionnaire. As a stage one research, initial results offer a perspective on how marketers can maintain and enhance the two key customer groups in a unified framework. Targeted customers respond more strongly to service quality and communication, whereas price is more important to non-targeted customers. It is hoped that the study may serve as a framework for future studies to contribute to the literatures on customer management and, in particular, on how marketers should manage targeted and non-targeted customers with their tactics. Identifying the different perceptions of targeted and non-targeted customers should help marketers develop more effective segmentation and customer relationship management strategies
customer management, targeted customers, non-targeted customers, retailing, consumer perceptions
0967-3237
96-108
Chen, Cheng-Hao Steve
ca6a7919-470e-4e57-9d40-c384fb0ec127
Nguyen, Bang
7b8e2610-577a-4f04-917b-ffe20fd620c8
Li, Meng-Shan
47c358c3-a03e-466d-a86c-a839cad1a9b5
Chen, Cheng-Hao Steve
ca6a7919-470e-4e57-9d40-c384fb0ec127
Nguyen, Bang
7b8e2610-577a-4f04-917b-ffe20fd620c8
Li, Meng-Shan
47c358c3-a03e-466d-a86c-a839cad1a9b5

Chen, Cheng-Hao Steve, Nguyen, Bang and Li, Meng-Shan (2012) The targeted and non-targeted framework: differential impact of marketing tactics on customer perceptions. Journal of Targeting, Measurement and Analysis for Marketing, 20 (2), 96-108. (doi:10.1057/jt.2012.7).

Record type: Article

Abstract

This research provides insights into how targeted and non-targeted customers perceive firms’ marketing tactics. Important implications exist regarding how targeted and non-targeted customers perceive the influence of marketing tactics and, accordingly, how firms handle them. A multiple-phased study approach involved exploratory interviews, pilot tests and the main survey, which employed a self-administered questionnaire. As a stage one research, initial results offer a perspective on how marketers can maintain and enhance the two key customer groups in a unified framework. Targeted customers respond more strongly to service quality and communication, whereas price is more important to non-targeted customers. It is hoped that the study may serve as a framework for future studies to contribute to the literatures on customer management and, in particular, on how marketers should manage targeted and non-targeted customers with their tactics. Identifying the different perceptions of targeted and non-targeted customers should help marketers develop more effective segmentation and customer relationship management strategies

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More information

e-pub ahead of print date: May 2012
Keywords: customer management, targeted customers, non-targeted customers, retailing, consumer perceptions
Organisations: Southampton Business School

Identifiers

Local EPrints ID: 382706
URI: https://eprints.soton.ac.uk/id/eprint/382706
ISSN: 0967-3237
PURE UUID: 8c979c0a-592b-4ec7-9f2c-fbce194b8da1

Catalogue record

Date deposited: 02 Nov 2015 11:58
Last modified: 17 Jul 2017 20:19

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