Holistic Service Marketing Strategies and Corporate Objectives of Firms

Holistic Service Marketing Strategies and Corporate Objectives of Firms

Dr. Festus Aleruchi Nmegbu

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University of Port Harcourt

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Abstract

The resilient response of corporate objectives of most firms to the applied strategies, resulting in customers’ dissatisfaction and non realization of firms’ corporate financial goals, warranted this study. The study examined holistic service marketing strategies concepts. The conceptualized holistic service marketing strategy variables are interactive/integrated, internal and external/relationship strategies while technology is the moderating variable. Firms’ corporate objectives variables are customers’ satisfaction, measured by service quality, market share, return on owners’ investment, customers’ loyalty and profitability. Sample size was determined using Taro Yeman’s formula. Demographic and primary data were obtained through interview and from questionnaire administered to four hundred (400) respondents made up of customers and staff of five service firms namely: banks, electric power companies, Insurance firms, Petrol stations and Gas companies located in Lagos, Abuja and Port Harcourt; through cluster sampling method.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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How to Cite This Article

Dr. Festus Aleruchi Nmegbu. 2014. \u201cHolistic Service Marketing Strategies and Corporate Objectives of Firms\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E1).

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GJMBR Volume 14 Issue E1

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Customer holistic Marketing profitabilit satisfaction Service strategy

Submission ReceivedDecember 15, 2013
Peer Review Double Blind
Handling Editor
Accepted January 5, 2014
Published January 15, 2014

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v1.2

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April 3, 2014

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Article Matrices

Total Score: 106

Country: Nigeria

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Dr. Festus Aleruchi Nmegbu (PhD/Dr. count: 1)

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