Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD communication and with the customers on the lowest end in internal marketing and support and communication. Customers rated use of the strategies by the companies they deal with at the lower end for all strategies. Hypothesis 2 was supported in the general sense, there were significant differences among the groups on views of use of all strategies, however the pairing that were found for internal marketing and support and communication were opposite of what was expected. It was expected that the companies would form one subset and they would differ significantly from the customers. This was true for trust and relationships marketing but not for internal marketing and support and cooperation; where the multinationals and the customers perceived that these strategies were not used to any great extent but the indigenous companies believed they were being used significantly more. The results for communication showed three significantly different subgroups: indigenous, multinationals, customers with extent of use in that order, highest to lowest. The results of the analysis of variance on the AHP weights are presented in Table 2. There were significant differences (all significant differences were at p.05) found among the groups on their weighting of communication or support and cooperation. Post hoc analysis found the customers to be significantly different from the companies, putting a significantly lower value on trust. The companies did not differ significantly from each other. The same groupings held true for the concept of relationship commitment, but this time it was the customers who had a significantly higher weighting. For the concept of internal marketing, the customers were significantly lower in their weightings than the companies. Hypothesis 3 was supported, for the most part. There were significant differences among the groups on three of the five concepts, although not on all of them as expected. The follow up analyses did show that the companies, whether multinational or indigenous, were similar in their valuations of all concepts; and that the customers differed significantly from them in their weighting of trust (lower), relationship commitment (higher) and internal marketing (lower.) Discussion While the overall rankings of the relationship marketing priorities, and the use to which they are put, did not differ significantly, there are many differences among the groups when analyzed in a more detailed format. While all groups placed trust first and relationship commitment second in relative weightings, the customers were significantly different from the companies in that they placed a much lower weight on trust and a higher weight on relationship commitment, making the two almost equal in their minds in terms of priorities. Perhaps customers intertwine the concepts of trust and relationship as well as place them almost equally in value. The most interesting differences were found when the perceptions of what is actually being used were compared. And there were differences on each of the concepts. Companies thought they were using trust and relationship commitment to a significantly greater extent than the customers. Given how important all three groups rated this concept it would behoove the companies to gather feedback from their customers on a regular basis so as to know how they are faring in this regard. Table 1: Comparisons of Use of Relationship Marketing Strategies Sum of Squares Df Mean Square F Sig. Trust Between Groups 248.836 2 124.418 106.904 .000 Within Groups 1016.017 873 1.164 634
Relationship Commitment Total 1264.852 875 Challenges in the Era of Globalization Edited by Emmanuel Obuah Between Groups 352.372 2 176.186 172.586 .000 Within Groups 893.250 875 1.021 Total 1245.622 877 Communication Between Groups 199.320 2 99.660 94.426 .000 Within Groups 910.837 863 1.055 Total 1110.157 865 Internal Marketing Between Groups 90.720 2 45.360 35.321 .000 Within Groups 1082.597 843 1.284 Total 1173.317 845 Support & Cooperation Between Groups 17.768 2 8.884 10.239 .000 Within Groups 745.370 859 .868 Total 763.139 861 Table 2 : Comparison of AHP Weights by Group Sum of Squares Df Mean Square F Sig. Trust Between Groups .460 2 .230 18.524 .000 Relationship Commitment Within Groups 9.771 787 .012 Total 10.231 789 Between Groups .758 2 .379 33.597 .000 Within Groups 8.881 787 .011 Total 9.639 789 Communication Between Groups .017 2 .008 2.022 .133 Within Groups 3.240 787 .004 Total 3.257 789 Internal Marketing Between Groups .037 2 .018 10.608 .000 Within Groups 1.360 787 .002 Total 1.396 789 Support & Cooperation Between Groups .004 2 .002 2.562 .078 References Within Groups .550 787 .001 Total .554 789 Achumba, Iheanyi C. (1996). The Dynamics of Consumer Behaviour. Lagos, Nigeria: Mac-Williams Publishers Limited. Achumba, Iheanyi C. & Osuagwu, Linus (1994). Marketing Fundamentals and Practice. Rock Hill, 635
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Challenges in the Era of Globalizat
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Abstract Land Based Sources of Poll
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Abstract On the Mitigation of Rever
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Figure 1: Lagos off shore survey po
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Table: Model Fitness Regression Sta
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Empirical Analysis Challenges in th
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Variable Coefficient Std. Error t-S
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Abstract The Changing Requirements
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The Model, Data and Variable Defini
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Empirical results Challenges in the
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Abstract Gender, poverty and sustai
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Figure 1.1: Spread of directorships
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Theoretical Framework Challenges in
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Single 18.1 Masters and above 35.3
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Source: Field survey, 2010 Table 3:
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Conceptual Definitions Challenges i
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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district hospitals: Evidence from N
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Defining the Organisational Culture
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Table 1: A Summary of Operating Ban
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Discussion and Conclusion Challenge
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Abstract What does Globalization me
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Convenient location of banks Challe
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Conclusion Dissatisfied 6 3.4 3.6 7
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