Effect of Product Feedback on Marketing Strategies
CHAPTER ONE
Objective of the study
The objectives of the study are;
- To find out the effect of surveys strategy on product feedback
- To ascertain the important of monitoring strategy on product feedback
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Introduction
Customer feedback as satisfaction study begins with investigation of potential reasoning to identify dissatisfaction. Customer feedback is defined as customer communication concerning a product or a service (Erickson and Eckrich, 2001). According to the current state of the art, customer’s response to the evaluation of the perceived inconsistency between some comparisons e.g. expectations and the perceived performance of the product are considered as feedback (Doorn et al., 2010; Khangura and Gandhi, 2012; Haan et al., 2015). Importance–performance analysis (IPA) is widely used for analysis and interpretation of customer satisfaction (Setijono and Dahlgard, 2007; Graf and Mass, 2008; Chen and Lin, 2013) in product and service industries. KANO model (Kano, 1984) is another widely used for analysis and interpretation of customer satisfaction and classifies customer preferences. The KANO model distinguishes between three types of product requirements as must-be, one-dimensional and attractive requirements which influence customer satisfaction in different ways. Literature has highlighted issues in a product like innovations, geographic boundaries, and regional requirements (Petiot et al., 2008; Tiwari and Hersatt, 2012; Bound and Thornton, 2012; Stilgoe et al., 2013; Tiwari et al., 2017) but the concrete solution to directly include in the existing product design and development of a product and also to utilize the resources based on feedback received from market are not addressed. As per the changing/dynamic trends of markets, the customers’ requirements are mostly driven by region, social, economic and cultural situations (Tellis et al., 2009; Prahalad, 2010; Bound and Thornton, 2012). As presented that the focused group/customers also are changing in the pyramid in different regions and time (Berger, 2013; Bhatti et al., 2013). The available approaches for customer feedback gathering and evaluation focus on after sales (usage) feedback and how to improve product to satisfy customer based on after sales feedback. Today’s customer feedback is mainly collected after-sales e.g. by interviews or online survey. The surveys do not have any tested and formalized method to integrate customers during the product development of a series of product. Customer(s) involvement in a product development and including innovations are still research issues. Current methods lack in identification of improvement indicators (percentage of correction required in product development) based on gathered feedback, and targeted to a group of customers and integration of the feedback into product development. Adding to this, current techniques are rather plain, with no connection to the evaluated product. Towards these directions, an intriguing methodology is proposed to gather customers use feedback, analysis and evaluation of the collected feedback in comparison of the resources used. The methodology uses graphics technologies and modulated questions that can measure customers’ importance and satisfaction for the whole product and each module separately. SIE model is proposed to evaluate the collected feedback. The SIE model and the methodology are explained in the following sections.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain effect of product feedback on marketing strategies. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of effect of product feedback on marketing strategies
Summary
This study was on effect of product feedback on marketing strategies. Two objectives were raised which included; To find out the effect of surveys strategy on product feedback and to ascertain the important of monitoring strategy on product feedback. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from Dangote flour. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
Organizations succeed more with uniqueness rather than uniformity. Uniqueness entails doing things completely different from the usual way adopted by competitors and other organizations. To have uniqueness in methods, procedures, processes and systems, organizations need to have the right caliber of people to bring about these changes to stimulate them and to live with them for the purpose of gaining a competitive edge and advantage over the competitors. To achieve these, organization must spend a lot on marketing, especially feedback product marketing. It gives business owner edge because it speaks good about the company which look attractive to new customer. The utilization of feedback results in the product development of the next version of the product gives reduction in the delivery time as compared to the delivery time of the original product. The presented methodology ensures the mechanism for gathering feedback from regionally clustered customers in a formalized and structured manner and then generating the improvements indicators to be used in the product development. This has been implemented to solve the use cases requirements (ProRegio 2015- 2017).
Recommendation
Let individual company try to be real and genuine because feedback marketing portray the image of the company
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