Customer-Centric Marketing Strategies for Business Success

This report delves into customer-centric marketing strategies, examining their significance in achieving competitive advantage and sustaining business success. The methodology section outlines the use of both qualitative and quantitative data, including surveys and secondary data from company websites and journals. The research follows a positivism philosophy and descriptive research design, addressing ethical considerations such as data protection. The report explores the importance of customer-centric approaches, the challenges organizations face in implementing them, and offers recommendations for improvement. Key concepts include customer experience management and the role of employees in fostering a customer-centric culture. The research questions investigate the importance of customer-centric marketing, the issues in developing these strategies, and measurable recommendations. The report concludes by highlighting the benefits of customer-centric marketing practices in terms of financial opportunities and analyzing social structure.

Running head: DETAILS OF THE RESEARCHER AND THEIR RESEARCH
DETAILS OF THE RESEARCHER AND THEIR RESEARCH
Name of the student
Name of the university
Author name

1DETAILS OF THE RESEARCHER AND THEIR RESEARCH
Section 1:
Methodology
In the words of Lewis (2015), research methodology is being considered as one of the
important chapters in a research project. Depending on the techniques mentioned in the
chapter the study is being developed. There are two types of data. One is qualitative, and
another is quantitative. In the case of quantitative data, the numerical information is being
collected. On the other hand, in the case of qualitative data, information regarding the topic is
being collected in details. In the case of conducting the research, both the qualitative and
quantitative data have been gathered. In the quantitative survey data and in the interview
process the qualitative information has been gathered. On the other hand, in order to conduct
the research, secondary qualitative data has been collected. Research philosophy is an
important part of the research project, in this case, the identifying, which way is the research
is following. Positivism, Interpretivism and pragmatism are the research philosophy (Mackey
and Gass 2015). In order to conduct the research, the positivism research philosophy has been
followed. Positivism is being developed based on the scientific evidence. In this process, the
problems are being identified in the appropriate manner.
On the other hand, it has been identified that the in this research the descriptive
research design has been followed. It is a systematic approach, in which the research
problem, dependent and independent variables are being discussed. Ethical consideration is
being considered as one of the important parts of the research project (Vaioleti 2016). In
order to conduct the research regulations of Data protection ACT 1998 has been followed.
None of the participants has been forcefully involved in the research project. By following
the rules, the confidentiality of the participants has been mentioned. The major limitation of
this research is due to a lack of financial support and time, the researcher had to complete the

2DETAILS OF THE RESEARCHER AND THEIR RESEARCH
project quickly. If the time had been extending, it would have been better for research in
details.
Theoretical approaches
The term customer-centric is an approach for developing a business that aims to
provide the effective customer experience (Trainor et al. 2014). It is very important in the
case of driving the rate of profitability as well as gaining the competitive advantages. In the
case of modern marketing map the customer-centric success is highly influenced by the
digital tools. In order to create a customer-centric culture the organization needs to focus on
developing effective values in the organization so that the customers get satisfied. It is also
very important for the company to develop a strong brand image. Through the customer
awareness programs such as advertisements, campaigns and others processes the customers
will be able to get the information regarding the organization (Homburg, Jozić and Kuehnl
2017). It cannot be denied that the employees are the backbone of the company. Therefore,
satisfying the employees is also very important for the organization to increase the level of
performance. Therefore, by providing the attractive incentive policies the quality of
performance of the employees can get developed, which will indirectly influence the business
revenue of the company.
Research questions
 Why are customer-centric marketing strategies important?
 What are the issues for developing the customer-centric marketing strategies can be
faced by the organization?
 What are the measurable recommendations that can help to deal with the situation?
Details of the participant population

3DETAILS OF THE RESEARCHER AND THEIR RESEARCH
In order to conduct the research secondary qualitative data has been collected. The
information has been collected from the authentic sources such as different company website
and offices. The previous journals and articles have helped the researcher to conduct the
research. Different customers’ lists have been collected from different shopping centres.
From the recent articles the sales revenue and marketing initiatives of different organizations
have been collected. The data has been collected from the authentic journals so that the
proper information can get collected. With the appropriate information the research can be
done in an authentic manner.
It can be said that the customer centric marketing practices can play an important role
in terms of bringing the financial opportunity of an organization. Customer centric marketing
approach can help to analyse the social structure. In this research the positive experience of
the customers has been highlighted. The study can be beneficial for the organization to
introduce the customer centric marketing practices.

4DETAILS OF THE RESEARCHER AND THEIR RESEARCH
Reference list
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy,
and tools. Springer.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Trainor, K.J., Andzulis, J.M., Rapp, A. and Agnihotri, R., 2014. Social media technology
usage and customer relationship performance: A capabilities-based examination of social
CRM. Journal of Business Research, 67(6), pp.1201-1208.
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).