Download Marketing research, market orientation and customer

Marketing research, market orientation and
customer relationship management:
a framework and implications for service
providers
Rajshekhar (Raj) G. Javalgi
Charles L. Martin
Robert B. Young
Sayd Zulker Nine
ID-1263, Batch-2nd
Department of Marketing
Jahangirnagar University
Abstract
Purpose
This article aims to discuss the importance of market
research information in developing a market
orientation and its impact on international service
organizations.
Design/
methodology/
approach
Extant literature is reviewed and discussed pertaining
to the interrelationships between market research,
market
orientation and customer relationship management
(CRM)-related issues.
Conceptual models are presented to illustrate the
interrelationships between these streams of research.
Findings
Several anecdotal and case examples are used to
illustrate the essential linkages between market
research, market orientation, and CRM.
These include the Ritz Carlton Hotel Company, Federal
Express, Hallmark Cards, Harrah’s Entertainment and,
most notably, VeriFone.
Abstract
Practical
implications
Today’s hyper-competitive markets service firms must
be market-oriented in order to be competitive, and
that market research plays a critical role in
generating the needed data on which a market
orientation can be developed and implemented,
which, in turn, can enhance the practice of CRM.
Originality/value
The article promises to help service providers address
the challenge of generating and using market
research data to develop a market orientation and a
corresponding CRM program.
Keywords:
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Market research,
Market orientation,
Customer relations,
Customer satisfaction,
Customer retention,
Services marketing
Paper type: Conceptual paper
The article is organized as follows:

First, a brief explanation of how services marketing is different is provided.

The second section offers a brief review of the market orientation literature.

The third section is a discussion of the importance of market research
information as the foundation of a market orientation.

The fourth section draws on practical company examples to illustrate the
components of CRM.

The article then discusses an extended case history of a comprehensive
global marketing research study.

The last section of the paper provides marketing implications, conclusions
and guidelines for managers.
Framework for international service marketing
research, market orientation and CRM
Impact of market research on CRM
components
 Case examples:
The Ritz Carlton hotel company
Federal Express
Hallmark Cards
Harrah’s Entertainment
Verifon Conducts wide-ranging international segmentation research.
 Market implication.
 Conclusion and guidelines for managers.