Customer Satisfaction and Social Media Driven Micromarketing: An Empirical Evidence

Anyadighibe Joseph A., Ezekiel Maurice Sunday, Nsobiari Festus Awara

Abstract


The research paper intended to view the evolution of micromarketing from its inception in 1988 by Ross Nelson Kay to the new dimension, especially in the 21st century. Also, micromarketing – customer satisfaction model was developed for the study to show the relationship between customer satisfaction, social media and micromarketing. Micromarketing concept is an upspring from long standing principles in marketing which include: market segmentation (target marketing and niche marketing), mass marketing and relationship marketing. The study revealed empirical evidences about the effectiveness of micromarketing to firms. The importance of micromarketing was identified in study. The study concluded that Micromarketing concept to a large extent is adopted by both big/small firms in their operations. It is an essential marketing tool in achieving customer satisfaction in the Airline industry. Social media is the catalyst to the development of micromarketing in the 21st century. Customer loyalty, patronage, and retention are achieved with the adoption of micromarketing in firm’s operations/activities. Micromarketing assists firm’s offering appeal to specific customers or segments.
Key words: Micromarketing; Social media; Customer satisfaction

Keywords


Micromarketing; Social media; Customer satisfaction

Full Text:

PDF


DOI: http://dx.doi.org/10.3968%2Fj.ibm.1923842820130801.1010

Refbacks

  • There are currently no refbacks.


Reminder

How to do online submission to another Journal?

If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.


We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; ibm@cscanada.net; ibm@cscanada.org

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures
Address: 730, 77e AV, Laval, Quebec, H7V 4A8, Canada

Telephone: 1-514-558 6138
Http://www.cscanada.net
Http://www.cscanada.org
E-mail:caooc@hotmail.com