Short answer
Ensure that your marketing communications are aligned with the actual service experience, as this alignment is key to building customer satisfaction.
- Field
- Innovation & Markets
- Source
- International Journal of Entrepreneurial Knowledge (2023)
- Method
- Quantitative research using Partial Least Square-Structural Equation Modeling (PLS-SEM).
- Sample
- 372 marketing and sales managers
- Evidence
- Strong effect
A cohesive marketing communication strategy, encompassing various channels, significantly boosts customer satisfaction by first improving the perceived quality of services delivered. This innovation & markets research insight is drawn from a 2023 study published in International Journal of Entrepreneurial Knowledge. Using Quantitative research using partial least square-structural equation modeling (pls-sem). with 372 marketing and sales managers, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Ensure that your marketing communications are aligned with the actual service experience, as this alignment is key to building customer satisfaction.
Integrated Marketing Communications Drive Customer Satisfaction via Enhanced Service Quality
A cohesive marketing communication strategy, encompassing various channels, significantly boosts customer satisfaction by first improving the perceived quality of services delivered.
International Journal of Entrepreneurial Knowledge · 2023
Key Findings
- 01Marketing communication mix has a significant positive impact on customer satisfaction.
- 02Service quality delivery significantly mediates the relationship between marketing communication mix and customer satisfaction.
- 03Firms with stronger marketing communication strategies achieve higher customer satisfaction.
Application
Design takeaway
Ensure that your marketing communications are aligned with the actual service experience, as this alignment is key to building customer satisfaction.
How to apply
When developing a new product or service, design marketing communication plans that not only promote the offering but also clearly define and support the service quality standards that customers will experience.
Project actions
- 01When researching customer satisfaction, consider not just the product features but also how the marketing and service delivery aspects interact.
- 02If your design project involves a service component, think about how marketing communications can set realistic expectations for that service.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust statistical method (PLS-SEM) for analyzing complex relationships.
- +Investigates a critical mediating role of service quality, providing deeper insights than direct relationships.
Limitations
The findings might be specific to the financial sector and the cultural context of Ghana. The reliance on manager perceptions might not fully capture the customer's direct experience.
Reliability & validity
The study's reliability would be supported by the use of established scales for marketing communication, service quality, and customer satisfaction. Validity would be enhanced by the PLS-SEM analysis, which assesses the measurement and structural models.
Think critically
To what extent can marketing communication *truly* mediate service quality, or does it primarily influence customer *perception* of service quality? Are there instances where poor service quality cannot be overcome by even the best marketing?
Design Principles
"Marketing communication effectiveness is amplified when it directly contributes to and is supported by superior service quality."
Understanding how marketing efforts translate into tangible service quality improvements is crucial for businesses aiming to build lasting customer loyalty. This insight highlights the importance of a holistic approach to marketing, where communication is not just about promotion but also about setting expectations and enabling service delivery.
What This Means for Your Design
How you talk about your product or service (marketing communication) really matters for making customers happy, but only if the actual service you provide is also good. Good marketing helps make the service seem better, which then makes customers happier.
How to use in your project
- 1.Reference this study when discussing the importance of integrated marketing strategies and their link to user experience and satisfaction in your design project.
Add to My Project
Quick Cite
Paragraph starter
This research by Frimpong et al. (2023) demonstrates that a robust marketing communication mix significantly enhances customer satisfaction, with service quality acting as a crucial mediator. This suggests that for any design project aiming for user satisfaction, careful consideration must be given to aligning promotional efforts with the actual delivery of service quality, as this integration is key to achieving desired outcomes.
Source
International Journal of Entrepreneurial Knowledge
EVALUATING THE IMPACT OF MARKETING COMMUNICATION MIX ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF SERVICE QUALITY DELIVERY
journal · 2023
View sourceQuestions About This Research
- What does the research say about integrated marketing communications drive customer satisfaction via enhanced service quality?
- Ensure that your marketing communications are aligned with the actual service experience, as this alignment is key to building customer satisfaction. Evidence: International Journal of Entrepreneurial Knowledge (2023).
- Why does "Integrated Marketing Communications Drive Customer Satisfaction via Enhanced Service Quality" matter for design?
- Understanding how marketing efforts translate into tangible service quality improvements is crucial for businesses aiming to build lasting customer loyalty. This insight highlights the importance of a holistic approach to marketing, where communication is not just about promotion but also about setting expectations and enabling service delivery.
- How can designers apply this research?
- Ensure that your marketing communications are aligned with the actual service experience, as this alignment is key to building customer satisfaction.
- What were the main findings?
- Marketing communication mix has a significant positive impact on customer satisfaction.. Service quality delivery significantly mediates the relationship between marketing communication mix and customer satisfaction.. Firms with stronger marketing communication strategies achieve higher customer satisfaction.
- What research method was used?
- Quantitative research using Partial Least Square-Structural Equation Modeling (PLS-SEM). with 372 marketing and sales managers.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from International Journal of Entrepreneurial Knowledge.
- What should I do differently in my next project?
- When developing a new product or service, design marketing communication plans that not only promote the offering but also clearly define and support the service quality standards that customers will experience.
- What are the limitations?
- The study was conducted within a specific geographical and industry context (Ghana's financial sector), which may limit generalizability. The data was collected from managers, potentially introducing common method bias.