The targeted and non-targeted framework: Differential impact of marketing tactics on customer perceptions

Abstract

This research provides insights into how targeted and non-targeted customers perceive firms marketing tactics. Important implications exist regarding how targeted and non-targeted customers perceive the influence of marketing tactics and, accordingly, how firms handle them. A multiple-phased study approach involved exploratory interviews, pilot tests and the main survey, which employed a self-administered questionnaire. As a stage one research, initial results offer a perspective on how marketers can maintain and enhance the two key customer groups in a unified framework. Targeted customers respond more strongly to service quality and communication, whereas price is more important to non-targeted customers. It is hoped that the study may serve as a framework for future studies to contribute to the literatures on customer management and, in particular, on how marketers should manage targeted and non-targeted customers with their tactics. Identifying the different perceptions of targeted and non-targeted customers should help marketers develop more effective segmentation and customer relationship management strategies. © 2012 Macmillan Publishers Ltd.