Customer Satisfaction and Strategic Decisions - Essay Example

Channel communications work in a two-way system wherein information transfers to the user and bounce all the way back to the producer (Goldberg & McCalley, 1992). In other words, marketing communications works like a feedback system, which allows company producers to relay information to the customers. In response to the provided information, consumers give certain reactions or behaviors. In this light, the electronic transformation of the services offered by Apple agency will result in a better and more efficient, and effective customer service system to the clientele.

Moreover, the functionality of the online portal for the marketing and advertising needs of the agency will most possibly result to increase customer reach, satisfaction level, and return of investment. Furthermore, if consumers somehow become better customers -- that is, more knowledgeable, participative, or productive -- the quality of the service experience will likely be enhanced for the customer and the organization (Bowers, Martin & Luker, 1990). Finally, some of the ways that companies acquired cost advantages are by improving process efficiencies, gaining unique access to a large source of lower-cost materials, making optimal outsourcing and vertical integration decisions, or avoiding some costs altogether.

If competing firms are unable to lower their costs by a similar amount, the firm will be able to sustain a competitive advantage based on cost leadership. IV. Promotional StrategiesCultivating customer loyalty is about establishing a relationship between the company and its consumers (Chow & Holden, 1997). This is emphasized by Michael Lowenstein (1997) who considers that gaining consumer loyalty is a business's most advantageous strategic purpose because it has a constructive effect on the company, culture, development, and the bottom line.

However, customer loyalty is not a one-sided arrangement with the company reaping all the benefits. The customers also expect to be rewarded for patronizing the company. Rather than going after every potential source of revenue, companies eliminate useless assets that do not add value for customers' satisfaction. Business organizations implement bureaucratic policies and procedures for the benefit of the staff, customers, and the company in general. Moreover, Hessan & Whitely (1996) emphasized the idea to take advantage of the competitive situation not just by being better in how that product gets sold, serviced, and marketed at the customer interface.

It requires that companies create breakthroughs in how they interact with customers, and design a way of interacting that makes an indelible impression on customers, one that so utterly distinguishes them from others that it becomes a brand in itself (p. 14). According to David (2003), there are at least four types of resources which the company can use to achieve its objectives: financial, tangible, human, and technological resources. In this light, to make the regular customers avail themselves more of the services offered by Apple, the agency could initiate the following promotional strategies: 1.

Advertising contract to other broadcast mass communication channels such as television and radio;2. Advertising placements among local and regional publications such as well-circulated newspapers, magazines, and travel journals;3. Continuous direct distribution of printed marketing materials and brochures;4. Tie-ups with other companies that offer products and non-competing services that meet the needs of the target market;5. Discount coupons, packages, and club cards to loyal customers; and6.

Price-offs during the lean months. Discount coupons and club cards will serve as a marketing strategy to developed similar loyalty schemes in order to identify and stimulate awareness. These database marketing and loyalty programs are the ultimate promotional strategies for the Apple agency that are effective and cater to highly segmented customer and client-oriented that can encourage customer retention and purchase activation. Finally, the company's social responsibilities should be taken seriously by supporting local charities, funding educational scholarships, and contributing to the socially relevant causes and projects that get publicity.

Sustainable development efforts of the organization through environment-friendly social drives along with other cause-oriented social activities in the communities where there is a market for Apple could be likewise considered.