Holistic Service Marketing Strategies and Corporate Objectives of Firms
Keywords:
holistic, service, marketing, strategy, customer, satisfaction, profitabilit
Abstract
The resilient response of corporate objectives of most firms to the applied strategies, resulting in customers' dissatisfaction and non realization of firms' corporate financial goals, warranted this study. The study examined holistic service marketing strategies concepts. The conceptualized holistic service marketing strategy variables are interactive/integrated, internal and external/relationship strategies while technology is the moderating variable. Firms' corporate objectives variables are customers' satisfaction, measured by service quality, market share, return on owners' investment, customers' loyalty and profitability. Sample size was determined using Taro Yeman's formula. Demographic and primary data were obtained through interview and from questionnaire administered to four hundred (400) respondents made up of customers and staff of five service firms namely: banks, electric power companies, Insurance firms, Petrol stations and Gas companies located in Lagos, Abuja and Port Harcourt; through cluster sampling method.
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