Customer Relationship Management (CRM) enables business firms to grow the lifetime value of their customers, which is critical to increased competitiveness, survival and profitability. Effective CRM encourages consumers to develop empathy, appreciation, friendliness and feelings of trust towards a business firm. CRM failures are, however, still a serious challenge for many business managers. This study investigates the influence of new product launching strategies (product development, promotion, pricing and place) on CRM success. The sample comprised 572 marketing and product development managers. The empirical results show that distribution channel development and e-business strategies increase CRM success, while third-party agreements and e-saving strategies decrease it.
The concept 'bottom of the pyramid' refers to the world's largest but poorest socio-economic group. Despite their poverty, consumers in this segment are an increasingly attractive target market. However, the extant literature has tended to view these consumers as individuals acting in a social vacuum. By contrast, drawing upon the cultural dimensions literature, this study departs from an atomised view of consumers and adopts a collectivist perspective to describe the South African bottom of the pyramid.
This study uses household data from the All Media and Product Survey and Ward's method of cluster analysis to segment the South African market. The empirical results suggest a four-cluster solution with the largest segment (35.8%) representing the bottom of the pyramid. The segment is described, and compared to wealthier segments, in terms of market size, spending power, durable goods ownership, and brand preferences across several product categories.
The slow adoption rate of mobile banking remains a dilemma for marketing managers in developing countries such as South Africa. This study investigates the attitude formation of low-income, non-users of Wireless Internet Gateway (WIG) mobile banking, by including use of the Short Message Services (SMS) as a moderator of attitude formation. A non-probability sample of 465 South African non-users of mobile banking was drawn and clustered into High users and Low users of the SMS, based on the average number of text messages sent in a week. The moderating effect of "use of the SMS" was investigated by means of a structural equation modelling multi-group analysis. The findings revealed that the influence of Ease of use on Attitude and of Self-efficacy on Ease of use were stronger for High users and significantly different from Low users, while the opposite was true for the influence of Facilitating conditions on Usefulness.