Competitive Advantage Of Customer Strategy

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Customer strategy can be linked to competitor strategy through its ability to create sustainable competitive advantages. Using customer-driven strategy and customer relationship marketing techniques and approaches an organization is likely to develop competitive advantages that will build loyalty and customer satisfaction. Noteworthy in this regard, is what Grewal & Levy, (2014) state concerning customer excellence. According to the duo customer loyalty can be maintained if a firm develops value-based strategies for retaining loyal customers and provide outstanding customer service. It is also important to note that having a strong brand, unique merchandise, and superior customer service all help solidify a loyal customer base. It is also …show more content…

(2002) defined Quality as “consumer’s perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives”. Quality from a consumer’s perspective is referred to as ‘perceived quality’. Quality, in the customer’s context, is not technical but perceptions about the products, tangible and intangible, that the consumer observes. This creates customer satisfaction and value by consistently and profitably meeting customer’s needs and preferences for quality, and influences its purchase decision. Brands vary in the amount of power and value they have in the market place. At one extreme are brands that are not known by most users. While on the other, there are brands for which buyers have fairly high degree of brand awareness. The author explains further that Brand awareness is the durability of a brand that is embedded in the customer memory. Therefore, brand awareness will be created by ongoing visibility, enhancing familiarity and powerful associations with related offerings and buying experiences. However certain aspects relating to the effects of brand value on the customer relationship marketing and its effect to the organizational performance is not clear and this research aims to fill this

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