Holistic Service Marketing Strategies and Corporate Objectives of Firms

Dr. Festus Aleruchi Nmegbu
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Holistic Service Marketing Strategies and Corporate Objectives of Firms

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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.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Festus Aleruchi Nmegbu. 2014. "Holistic Service Marketing Strategies and Corporate Objectives of Firms". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (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
CustomerholisticMarketingprofitabilitsatisfactionServicestrategy
Classification
GJMBR-E Classification JEL Code: M31
  • Submission ReceivedDecember 15, 2013
  • Peer Review Double Blind
    Handling Editor
  • Accepted January 5, 2014
  • Published January 15, 2014
Version of record

v1.2

Issue date
April 3, 2014

Language
English
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High-quality academic research articles on global topics and journals.

Holistic Service Marketing Strategies and Corporate Objectives of Firms

Dr. Nmegbu
Dr. Nmegbu Department of Marketing Faculty of Management University of Port Harcourt
Dr. Nmegbu
Dr. Nmegbu
  • Submission ReceivedDecember 15, 2013
  • Peer Review Double Blind
    Handling Editor
  • Accepted January 5, 2014
  • Published January 15, 2014