Creating Value for the Consumer Through Marketing Communication Tools
The situation in the markets is changing rapidly and competition in the business sector is increasing rapidly. As a result, corporate marketing decisions are based on creating greater value for the consumer, which creates competitiveness and provides an advantage in competing for future customer loy...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Tomas Bata University in Zlín
2021-03-01
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| Series: | Journal of Competitiveness |
| Subjects: | |
| Online Access: | https://www.cjournal.cz/files/395.pdf |
| _version_ | 1818766075059240960 |
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| author | Viktorija Kovanoviene Giedrius Romeika Wjatscheslav Baumung |
| author_facet | Viktorija Kovanoviene Giedrius Romeika Wjatscheslav Baumung |
| author_sort | Viktorija Kovanoviene |
| collection | DOAJ |
| description | The situation in the markets is changing rapidly and competition in the business sector is increasing rapidly. As a result, corporate marketing decisions are based on creating greater value for the consumer, which creates competitiveness and provides an advantage in competing for future customer loyalty. The purpose of this study is to determine whether there is a link between marketing communication tools and consumer perceived value in pursuit of consumer loyalty. Qualitative (observational research) and quantitative (a questionnaire survey) research methods were used to investigate the problem empirically. The observational research elucidated the value provided to the consumer by the research objects through marketing communication tools, supplementing the key questions for the quantitative study. Correlation and regression analysis were used in the study, with the results showing a statistically significant relationship between marketing communication tools and consumer perceived value in terms of user loyalty. It has also been determined that the greatest and strongest relationship in consumer value creation through marketing communication tools is the appropriate, mutually coordinated and complementary use of a package of marketing communication tools to achieve synergies that create the preconditions for increasing consumer loyalty in a competitive market. |
| first_indexed | 2024-12-18T08:28:13Z |
| format | Article |
| id | doaj.art-5fdebd71ccd14feaaa6b2ac711a193f2 |
| institution | Directory Open Access Journal |
| issn | 1804-171X 1804-1728 |
| language | English |
| last_indexed | 2024-12-18T08:28:13Z |
| publishDate | 2021-03-01 |
| publisher | Tomas Bata University in Zlín |
| record_format | Article |
| series | Journal of Competitiveness |
| spelling | doaj.art-5fdebd71ccd14feaaa6b2ac711a193f22022-12-21T21:14:32ZengTomas Bata University in ZlínJournal of Competitiveness1804-171X1804-17282021-03-01131597510.7441/joc.2021.01.04Creating Value for the Consumer Through Marketing Communication ToolsViktorija Kovanoviene0https://orcid.org/0000-0002-6008-1696Giedrius Romeika1https://orcid.org/0000-0001-9852-7107Wjatscheslav Baumung2https://orcid.org/0000-0003-1374-3412Vilnius UniversityVilnius UniversityReutlingen UniversityThe situation in the markets is changing rapidly and competition in the business sector is increasing rapidly. As a result, corporate marketing decisions are based on creating greater value for the consumer, which creates competitiveness and provides an advantage in competing for future customer loyalty. The purpose of this study is to determine whether there is a link between marketing communication tools and consumer perceived value in pursuit of consumer loyalty. Qualitative (observational research) and quantitative (a questionnaire survey) research methods were used to investigate the problem empirically. The observational research elucidated the value provided to the consumer by the research objects through marketing communication tools, supplementing the key questions for the quantitative study. Correlation and regression analysis were used in the study, with the results showing a statistically significant relationship between marketing communication tools and consumer perceived value in terms of user loyalty. It has also been determined that the greatest and strongest relationship in consumer value creation through marketing communication tools is the appropriate, mutually coordinated and complementary use of a package of marketing communication tools to achieve synergies that create the preconditions for increasing consumer loyalty in a competitive market.https://www.cjournal.cz/files/395.pdfcreating consumer valuecommunicating consumer valuemarketing communication toolsconsumer perceived valuecompetitivenessretail sector |
| spellingShingle | Viktorija Kovanoviene Giedrius Romeika Wjatscheslav Baumung Creating Value for the Consumer Through Marketing Communication Tools Journal of Competitiveness creating consumer value communicating consumer value marketing communication tools consumer perceived value competitiveness retail sector |
| title | Creating Value for the Consumer Through Marketing Communication Tools |
| title_full | Creating Value for the Consumer Through Marketing Communication Tools |
| title_fullStr | Creating Value for the Consumer Through Marketing Communication Tools |
| title_full_unstemmed | Creating Value for the Consumer Through Marketing Communication Tools |
| title_short | Creating Value for the Consumer Through Marketing Communication Tools |
| title_sort | creating value for the consumer through marketing communication tools |
| topic | creating consumer value communicating consumer value marketing communication tools consumer perceived value competitiveness retail sector |
| url | https://www.cjournal.cz/files/395.pdf |
| work_keys_str_mv | AT viktorijakovanoviene creatingvaluefortheconsumerthroughmarketingcommunicationtools AT giedriusromeika creatingvaluefortheconsumerthroughmarketingcommunicationtools AT wjatscheslavbaumung creatingvaluefortheconsumerthroughmarketingcommunicationtools |