STRATEGIC RECONFIGURATION OF BRAND–CUSTOMER DYNAMICS THROUGH MACRO-ADAPTIVE SELLING FRAMEWORKS

Sahar Khan; Kashif Mehmood; Syeda Masooma Zehra

Sahar Khan Lecturer, Khadim Ali Shah Bukhari (KASB) Institute of Technology, Karachi, Sindh, Pakistan
Kashif Mehmood Professor, Usman Institute of Technology (UIT) University, Karachi, Sindh, Pakistan
Syeda Masooma Zehra MBA, Department of Business Studies, Bahria University, Karachi Campus, Pakistan

Keywords: Macro Adaptive Selling Strategies, Prospectors Defender Analyzer, Brand Image, & Customer Satisfaction

Abstract

In today’s business environment, customer satisfaction and brand equity stand as gatekeepers to the success of organization in the current world order. This study aims to examine and expand the frontier of knowledge & understanding of customer satisfaction & brand equity as consequences of three macro adaptive selling strategies-prospector, defender & analyzer. Organizations in Pakistan and other emerging markets have exhibited a great deal of effort trying to have a positive brand equity and customer satisfaction. Given the centrality of marketing to success of organization, the present study investigates impact of macro adaptive selling strategies on customer satisfaction and brand equity in the contemporary marketing environment of Pakistan. This dissertation is designed to document both the positive and negative consequences of the strategies in the reviewed literature. This study used 294 structured questionnaires from respondents working in banking, marketing and education sectors to answer research questions of study. SmartPLS was utilized to examine the relationship amid macro adaptive selling strategies, customer satisfaction and brand equity. Organizations looking to improve their customer satisfaction and brand equity will benefit from using macro adaptive selling strategies deployed within organization.