Analysis

To identify the value dimensions of television, factor analysis was carried out. The eight factors having Eigen values greater than 1.0 were extracted. These eight factors represented by 65.8 per cent of the variance of the attributes considered for the study.

The factors identified were ‘technology, aesthetic value, durability, service, physical characteristics, status, economic value and functional value.

The priority of values identified by the respondents was studied using Friedman’s two-way ANOVA. The test confirmed the existence of significant differences among their perception levels of values at 1 per cent level. Further, non-parametric multiple comparison test was also done to identify the order of priority among the perceived values.

Expectation and experience levels of values derived by reducing the attribute using factor analysis were measured using 10 point scale. I was talking with owner of blinds store who are selling vertical blinds and roman shades online, he says that factor analysis helps them to find out the trend and interest of their clients in their blinds product.

From the paired‘t’ test economic and aesthetic values, durability, and service were found to be significantly distributed. Further, aesthetic and economic values were found to be positive. It implied that the experience levels for these values were distributed in the higher side than the expectation. But, in the case of durability and service the t-values were found to be negative which implied the experience of these values were negative but significant. Negative sign indicates that the experience of these values was found to be less than the expected level and the differences were also significant.

Customer Satisfaction-1

It is necessary to satisfy the expectation levels of different values and identify whether there is any gap between expectation and experience of such values. If needed action plan to fill the gap is to be taken to satisfy the customers. Satisfaction of a customer is the base of retaining the customers and helps to acquire new customers. Customer data management and data updating which leads towards customer satisfaction is most important part of customer relationship management software.

Expectation (E1) and Experience (E2) value
To retain the customers, it is highly important to verify how far these perceived values are satisfied. By nature, customers tend to compare the actual experience with their expectation based on the benefits they derive, while using the product. If the expectation is higher than the experience (E1 > E2) it is said to be negative disconfirmation, if the expectation is equal to the experience it is confirmation (E1 = E2); and if the expectation is less than the experience, it is said to be positive disconfirmation (E1 < E2). Negative disconfirmation leads the dissatisfaction to satisfaction.

Objectives
The main objectives of the study are:
1. To measure the level of expectations of values
2. To measure the experience level of the values
3. To identify whether there is any significant difference between the values expected and experienced.

Advances in Database Marketing

While the idea of storing customer data in electronic formats to use them for database-marketing purposes has been around for decades, the computer systems available today make it possible to gain a comprehensive history of client behavior on-screen while the business is transacting with each individual, producing thus real-time business intelligence for the company. This ability enables what is called one-to-one marketing or personalization.

Today's Customer Relationship Management (CRM) systems use the stored data not only for direct marketing purposes but to manage the complete relationship with individual customer contacts and to develop more customized product and service offerings. However, a combination of CRM, content management and business intelligence tools are making delivery of personalized information a reality.

Marketers trained in the use of these tools are able to carry out customer nurturing, which is a tactic that attempts to communicate with each individual in an organization at the right time, using the right information to meet that client's need to progress through the process of identifying a problem, learning options available to resolve it, selecting the right solution, and making the purchasing decision.

Database Marketing – 3

Business data
For many business-to-business (B2B) company marketers, the number of customers and prospects will be smaller than that of comparable business-to-consumer (B2C) companies. Also, their relationships with customers will often rely on intermediaries, such as salespeople, agents, and dealers and the number of transactions per customer may be small. In B2c, business is having direct relation with customer. For example, an online blinds store who are selling roller shades and woven wood shades products.

They don’t have any intermediaries. Business is selling directly to customer. As a result, business-to-business marketers may not have as much data at their disposal. One other complication is that they may have many contacts for a single organization, and determining which contact to communicate with through direct marketing may be difficult. On the other hand the database of business-to-business marketers often include data on the business activity of the respective client that can be used to segment markets, e.g. special software packages for transport companies, for lawyers etc. Customers in Business-to-business environments often tend to be loyal since they need after-sales-service for their products and appreciate information on product upgrades and service offerings.

Sources of customer data often come from the sales force employed by the company and from the service engineers. Increasingly, online interactions with customers are providing b-to-b marketers with a lower cost source of customer information.

For prospect data, businesses can purchase data from compilers of business data, as well as gather information from their direct sales efforts, on-line sites, and specialty publications.