Quality and marketing orientation in the function of brand building, customer satisfaction and business improvement

Abstract

The paper deals with the analysis and role of integrated marketing communications, supported by modern information and communication technologies, in building a brand and improving the business performance of organizations. Marketing orientation enables brand re-cognition on the market, while for consumer loyalty to a given brand, it is necessary to provide the desired level of quality. Correlation analysis determined the existence of the influence of quality on increasing customer satisfaction. In addition, statistically significant relationships were found between marketing communication and brand building, indicating their interdependence. The results of the correlation analysis show that there is an important correlation between quality and marketing communication to improve the business performance of the organization. Regression analysis found that quality has the greatest impact on customer confidence and improving business profitability, with quality management activities that have had the greatest impact are relationship management, people engagement, leadership and fact-based decision making. The results of the regression model pointed out that marketing communication contributes the most to creating brand recognition in the market and achieving greater market share, with the greatest contribution being made by economic propaganda, personal sales and public relations. Variables of quality and marketing communications have been shown to influence the variables of brand building, customer satisfaction and business performance, which are also factors in business improvement. Factor analysis determined the existence of two components, with one component bringing together the factors of brand building and customer satisfaction, while the other component brought together the factors of business performance. A statistically significant association was established between these two components. The aim of this research is to point out the importance of continuous quality improvement as a factor in increasing customer satisfaction, but also the importance of marketing communications in building a brand. Effective brand building in the market and satisfied and loyal customers are a prerequisite for improvement business by improving the business performance of the organization.