Emerald | Business Strategy Series

Deriving consensus rankings via multicriteria decision making methodology

Amy Poh Ai Ling, Mohamad Nasir Saludin, Masao Mukaidono — 2012-01-06 00:00:00.0

Abstract

Purpose – This paper seeks to take a cautionary stance to the impact of the marketing mix on customer satisfaction, via a case study deriving consensus rankings for benchmarking on selected retail stores in Malaysia. Design/methodology/approach – The ELECTRE I model is used in deriving consensus rankings via multicriteria decision making method for benchmarking base on the marketing mix model 4P's. Descriptive analysis is used to analyze best practice among the four marketing tactics. Findings – Outranking methods in consequence constitute a strong base on which to found the entire structure of the behavioral theory of benchmarking applied to development of marketing strategy. Research limitations/implications – This study looks only at a limited part of the puzzle of how consumer satisfaction translates into behavioral outcomes. Practical implications – The study provides managers with guidance on how to generate a rough outline of potential marketing activities that can be used to take advantage of capabilities and convert weaknesses and threats. Originality/value – The paper interestingly portrays the effective usage of multicriteria decision-making and ranking method to help marketing managers predict their marketing trends.

Young Malaysians' chocolate brand familiarity: the effect of brand's country of origin and consumer consumption level

Teo Poh Chuin, Osman Mohamad — 2012-01-06 00:00:00.0

Abstract

Purpose – Consumer brand familiarity influences product judgment and the purchase decision. This study aims to examine consumer familiarity towards local and foreign chocolate brands and how it is related to brands' country of origin and their consumption level. Design/methodology/approach – The methodology was convenience sampling collected from a 100-student sample. Findings – The findings indicate that a chocolate brand's country of origin is related to a young consumer's chocolate brand familiarity level. Other than that, the finding demonstrate that the consumer's chocolate brand familiarity level is positively related to their consumption level. Research limitations/implications – This study has implications for marketers, where they need to take account of the effects of a brand's country of origin, gender and consumption level on brand familiarity in designing marketing strategies. Originality/value – This study help market practitioners to design market strategies that involve a brand's country of origin information, especially when targeting young consumers.

The impact of religious sensitivity on brand trust, equity and values of fast food industry in Malaysia

Rozita Naina Mohamed, Norzaidi Mohd Daud — 2012-01-06 00:00:00.0

Abstract

Purpose – This study aims to examine the impact of religious sensitivity on brand trust, equity and values of the fast food industry in Malaysia. Design/methodology/approach – A survey of the fast food industry in Malaysia was conducted as the primary source of information. Findings – It is expected that religious sensitivity will influence brand trust, equity and values of the food industry in Malaysia. Research limitations/implications – The paper focuses on the fast food industry and concentrates only on the impact of religious sensitivity on brand trust, equity and values. Practical implications – The results provide insights to the fast food sector and other organizations of similar structure regarding how they could manage marketing strategies for improved business performance. Originality/value – This paper is perhaps one of the first to investigate the impact of religious sensitivity on the fast food industry.

New marketing definition: a future agenda for low cost carrier airlines in Indonesia

Yudi Fernando, Norizan Mat Saad, Mahmod Sabri Haron — 2012-01-06 00:00:00.0

Abstract

Purpose – A new marketing definition was issued by AMA in 2007. However, the new definition has argued that marketing covers a set of activities that guide organizations to achieve their business objectives. Perhaps, exploring the new insight of service practitioners would enhance the understanding of how the new marketing definition is universally applicable, especially in a developing country. This paper seeks to focus on the issues. Design/methodology/approach – The qualitative research was conducted on a sample of managers who worked in a low-cost carrier (LCC) airline. Four managers of ten LCCs agreed to participate in the study. The interviewees had to comment on their business challenges and current practices. The researcher then classified the interviewees' comments and opinions into sub-topics. Findings – There are some future agenda and implications for practitioner and service marketing researchers to develop service quality in the Indonesian LCC industry. The factors are corporate image, employees' capabilities, and a strong bonding with reliable suppliers. Practical implications – In the LCC industry, the combination of internal and external supplier capabilities to deliver service quality is a business strategy to gain service breakthroughs. Originality/value – This is preliminary investigation to identify a new research agenda in service marketing and to improve the quality of LCC service in Indonesia.

Repositioning strategy in the ecotourism industry: a case of Bario

May-Chiun Lo, Abang Azlan Mohamad, Peter Songan, Alvin Yeo — 2012-01-06 00:00:00.0

Abstract

Purpose – The aim of this paper is to examine service quality dimensions and their impact on a rural tourism destination. Design/methodology/approach – The study was conducted in Bario, a highland settlement in the state of Sarawak, Malaysia. It attempts to add to the scant research and to bridge the gap between service quality and tourists' satisfaction in rural destinations. The service quality dimensions for this study are places of interest, sceneries, outdoor activities, atmosphere, and motives interest. Findings – The results of this study show that places of interest, outdoor activities and atmosphere are the important dimensions to enhance tourist satisfaction. Originality/value – Past studies show that good service quality often leads to a better performance and a higher satisfaction level; however, most studies examine this from the context of urban tourist destinations. This study extends the span by looking at a rural tourist destination.

Property values and safety improvement strategy of playground

Maryam Mani, Seyed Mehdi Hosseini, Aldrin Abdullah — 2012-01-06 00:00:00.0

Abstract

Purpose – The goal of this study is to investigate the importance of safety issues in playgrounds, related to type of equipment and undersurface and their potential impacts on property values. Design/methodology/approach – The population of this study was drawn from neighborhood residents in Taman Sri Nibong Park, one of the biggest neighborhood parks in Penang, Malaysia. A total of 173 questionnaires related to playground injuries were distributed and collected. The data were analyzed through the use of descriptive statistics. Findings – Drawing from the experiences of children with playground injuries, the present study concludes that more effort should be taken to establish particular qualities in designing playgrounds to attract more visitors and investors. Most playground-related injuries are related to swings (50 percent) followed by slides (22.2 percent). Moreover, the findings revealed that 41.2 percent of injuries identified by parents occurred on sand, which is used as the undersurface of playgrounds. Swings, climbing frames, slides and monkey bars are the types of equipment that attract more children or, in other words, are the instruments found in most ordinary playgrounds that cause the most casualties. Therefore, particular attention needs to be given to ensure safety in designing the parks. Research limitations/implications – This study is limited in its scope due to the lack of time and budget. Moreover, it focused only on one playground and therefore it cannot be generalized. Hence, further research about safety issues in playgrounds is needed to allow a better understanding. In addition, more studies are needed to explore how new equipment designs should be incorporated to ensure safe playgrounds, which in turn can increase property values. Practical implications – This research would enable government, the private sector and equipment designers, as well as society in general, to benefit from new approaches in considering the effects of the safety of equipment in playgrounds and its important effects on playgrounds, which could be a key determinant of property value. It can affect development strategies by attracting more investment in equipment safety design. This new way of thinking can also affect the quality of life of society and its sustainability. Originality/value – The paper provides a new way of thinking about the effects of playgrounds on property values by looking strategically at safety aspects in playgrounds.

Are they listening to my voice?

Amily Fikry — 2012-01-06 00:00:00.0

Abstract

Purpose – This paper aims to describe the ways to market electrical and electronic household appliances to the teenagers market. Design/methodology/approach – The paper reviews the debate and key statistical insights on Malaysian teenagers are described to show the overview of the current scenario in Malaysia. Various marketing strategies are suggested to market electrical and electronic household appliances to the teenagers market. Findings – The paper finds that there is a need to listen to the needs and wants of these teenagers. Marketers are then able to direct their marketing strategies to fulfill the needs and wants of these teenagers segment. Research limitations/implications – Results are limited to practitioners involved in the electrical and electronic household appliances industries only. Practical implications – Managerial implications suggest several strategies to market electrical and electronic household appliances to these teenagers, with a great emphasis on the impact of technological means towards the teenagers market. Originality/value – New technological approaches are proposed as a means to market electrical and electronic household appliances to the teenagers market. Previously, the importance of teenagers' influence on the purchase of electrical and electronic household appliances has been largely ignored due to an underestimate of these young consumers' power.