Introduction
The paper is a research proposal for research that is supposed to discuss the cross-cultural perceptions of the marketing executives of MNCs as they deal with different customers in different regions and countries. The effect of their perspectives and strategies necessary to make their view open and rational will be the main aspect of the main research and some of the topics that can find a place in the main research are proposed in this proposal.
The research proposal also defines the nature and structure of the dissertation of the topic, ‘Cross-Cultural Executives’ Perceptions in Quality Customer Service and Relationship’. The customer care and the relationship between customers and the company depend on the nature of the strategy of the company and the culture of the local markets and people. In the Globalization era, MNCs are operating in different countries and are manufacturing and selling products in different countries as well as different cultures.
As the culture of the local market decides the marketing strategies as well as the customer-company relationship, the perspectives of executives in various countries (markets) are important to analyze the customer-company relationship and customer care activities of the company. According to Adam Lindgreen and Michael Antioco (2005), the marketing literature is arguing that the marketing strategies should be changed according to the culture of the market, the company is operating. The above-mentioned marketing approach is different from the traditional one, as the latest one will consider the Four Ps as well as the culture of the market in which the company operates.
The marketing strategies based on the culture of the local market need research as the executives should have a correct perspective of the culture of the market the company is about to sell its products. The modern strategies depend on customer retention and that retention depends on the customer-company relationship.
The relationship and its nature depend on the culture of the country the company operates in and is different in European Countries, US, and Asian Countries. Though US and European countries may have similarities up to some extent, the culture of the Asian Markets is completely different from that of the US and European Countries. Hence research on the cultural perspectives of executives of the companies will be useful for the marketing strategies of any company. 1
Methodology
The methodology adopted in this research paper is primarily to collect information from academic and authentic sources and organizing it.
Before that, a literature review regarding the cultural aspects and perspectives of the executives in a cross-cultural context is explored to assist the researcher in doing analysis and discussing the problem before coming to a conclusion and give recommendations. The literature review reflects the necessity of the executives to have a conceptual perception of cultural aspects of different countries their company operates and the necessity to implement different marketing techniques and strategies in various countries.
The training necessary to have a perception about the cultural aspects of the countries the company operates in will be covered in the literature review and how that perception helps them in framing marketing strategies is reviewed.
In the next part of the analysis, the marketing strategies based on cultural perceptions are considered and analyzed according to the aspects considered in the literature review. One of the important aspects that are considered in both literature review and analysis is Customer Relationship Management (CRM) to estimate the efficacy of the marketing strategies that depend on cultural aspects in the country and perceptions of the executives.
The first-hand information like the responses and interviews of executives and managers will be taken from the news articles and interviews published on the topic of the research paper.
The conclusions and results parts are drawn from the discussion part that is a result of the literature review and analysis part. The recommendations are based on the necessities, efficiency, and lapses observed in the paper and the necessity of further research and its extent can be a part of the recommendation. In addition to that, the recommendations can include the suggestion of particular strategies for a specific type of cultural atmosphere.
Literature Review
The literature review in this research will review the journal articles and books that analyze Customer Relationship Management and the theories that propose culture as an aspect that decides the marketing strategies. However, according to Jennifer Rowley (2005), the technology can be combined with consumer behavior can develop warm relationships between the company and the customer.
The introduction of loyalty schemes mixed with quality is a successful marketing strategy for all types of cultures and the way the companies implement marketing strategies will decide the customer relationship management. The loyalty schemes can be used to gather the details of the customer and the company executives can reach them through phone to convince them that they are remembered by the company.
The above system of maintaining customer relationships works well in Asian countries as the customers in those countries want the company to remember them and they feel that remembrance is a token of service the company offers to them. In addition to that, the companies in Asian countries can use the details and the list of customers as a customer base as the customers in these countries do not leave a company that recognizes them. In addition to that, the direct marketing technique can be helpful in Asian countries and the customer database will be helpful in doing direct marketing. 2
Loyalty Cards
In addition to direct marketing, loyalty cards can be helpful for the company to have returning customers. The loyalty cards help the customers to be grouped into levels they purchase the articles. The discount arrangement can be made according to their level of purchase as the card can be used to identify the customer and the discount that can be offered to him/her.
The identification of the customer in any way will be helpful in countries of Asian Region and loyalty cards are helpful for marketing of the companies that do business on large scale and have a large customer base, which makes identification of the customer will be difficult unless there is a system to do so. Jennifer Rowley (2005) cites that the loyalty schemes are widespread and brings out the opinion that a large number of cards with customers is a sign of the success of the scheme. 3
Electronic Relationship Management
In addition to the above-mentioned loyalty cards, the research on the customer relationship will review the literature on the effect of electronic relationship management on customer relations. Shannon Sue Scullin et al (2004) states that electronic customer relationship management is the latest technique that can be used to increase and enhance the results of the marketing strategies. The authors quote Stanton et al (1994) in their essay, which states that the electronic relationship with the customers is deviant from the traditional definitions of marketing.
The electronic relationship with customers includes a philosophy or direction for a business that defines the primary goal of everybody in the organization identifying the competitive advantage. The important aspect in the electronic relationship with customers is that the cultural differences in this aspect of marketing are less and can be incorporated with lesser difficulty when compared to other methods of marketing that differ with the cultural differences of the people in the market.
The electronic relationship with the customers can deal with customer buying, marketing strategies as well as the evolution of customer call centers. The important evolution of the electronic relationship with customers is the call centers that can act as a bridge between the company and the customer. As the communication is up to date with the help of call centers the company can take care of the customer needs and complaints to make the services and products offered better than in the past. However, the responsibility of the marketing manager increases as more customers can contact the company with the help of call centers and the marketing department of the company should maintain coordination with the other departments to address the concerns of the customers. 4
Customer Relationship of Banking Industry in Europe
As part of the discussion of cultural differences according to the area, the customer relationship of industry in Europe is compared with the same in other areas of the world. Mosad Zineldin (2005) discusses the marketing strategies of a Swedish Bank that provided a competitive advantage to customers with superior value compared to competitive offerings. The author quotes the ways stated by Porter (1980) about the generic ways of establishing competitive advantage.
One of the important generic ways to have a competitive advantage is to enter a new market and to build and protect the competitive position. As no bank can offer all products, they are forced to frame a new basis for competition. The important way to maintain competitiveness is to improve the quality of their own products and services. As the banks are losing their market for nonbank competition, the important strategy is to increase the quality of the product as well as the access of products to customers. One more aspect is that the banks should offer more quality as well as security for the investment of the customers in their organizations when compared to nonbanking organizations.
In addition to that, the intangible attributes of service quality are a necessity for banks to retain the customer base. The author quotes Asser et al (1990) about improving quality, which needs the measure of it. Hence, the periodical measure of the quality from the view of the customers can update the management with the necessary inputs required for quality improvements of products and services. 5
The literature review of the research will be based on the above topics and their application and impacts in different regions of the world and the attitudes of the executives.
The next part of the research will be the analysis and discussion part, which is based on the aspects of the literature review.
Analysis
According to Anderson Kristin (2001), customer relationship management involves a great deal of time and money on intensive research. As the database of the customers of the company depends on the culture of the market, the database should be in a position to reveal the reactions of the customers of different cultures for different types of products. The database by having the details of psychographics and demographics of the specific geographical areas will help the marketing managers to frame strategies accordingly. To include the cultural aspects of the customers in the database, sophisticated data collection software is necessary to address the perspectives of the executives with the customers of different cultures.
The author also quotes an example of a business that has to respond according to the cultures of the customers of different regions. The flower business is quoted as an example stating that the sales personnel should supply the flowers according to the ages and tastes of the customers. However, in addition to that, the customers of different countries and various cultures will use flowers in different manners.
Hence, the sales personnel should present the flowers and their decoration according to the cultures of the customers in different countries. In Western Countries, people use Wreaths of flowers and in Asian countries along with Wreaths, the garlands and flower decoration for the venues also is a custom and part of the culture. Hence a florist’s work will be different in different cultural environments, though he sells the flowers in all markets (countries).
Conclusions
The Conclusions part will represent the results obtained from the literature review and analysis part and reflect the customs and strategies of contemporary marketing. The conclusions part will end with a topic that needs recommendations as to the next chapter.
Recommendations
The recommendations part of the research will be according to strategies and methods reviewed in the literature review and advantages and disadvantages pointed out in the analysis part. The recommendations part will concentrate on the strategies that emphasize the open and rational view of the executives regarding the culture of customers and the strategies followed to attract them towards the company.
Works Cited
Adam Lindgreen and Michael Antioco , , 2005, Customer Relationship Management: The Case of a European Bank, Emerald Insight, and p. 136-154.
Anderson, Kristin. 2001, Customer Relationship Management. Blacklick, OH, USA: McGraw-Hill Education Group.
Jennifer Rowley, 2005, Building brand webs Customer relationship management through the Tesco Club card loyalty scheme, Emerald Insight, p. 194-206.
Mosad Zineldin, 2005, Quality and customer relationship management (CRM) as competitive strategy in the Swedish banking industry, Emerald Insight, p 329-344.
Shannon Sue Scullin, 2004, E-relationship marketing: changes in traditional marketing as an outcome of electronic customer relationship management, Emerald Insight, p. 410-415.
Footnotes
- Adam Lindgreen and Michael Antioco, Customer Relationship Management: The Case of a European Bank, Emerald Insight, 2005, p. 136-154.
- Jennifer Rowley, 2005, Building brand webs Customer relationship management through the Tesco Club card loyalty scheme, Emerald Insight, p.
- Jennifer Rowley, 2005, Building brand webs Customer relationship management through the Tesco Club card loyalty scheme, Emerald Insight, p.
- Shannon Sue Scullin, 2004, E-relationship marketing: changes in traditional marketing as an outcome of electronic customer relationship management, Emerald Insight, p. 410-415.
- Mossad Zineldin, 2005, Quality and customer relationship management (CRM) as a competitive strategy in the Swedish banking industry, Emerald Insight, p 329-344.