Factors Affecting Marketing 3.0 And It Is Impact On Customer Behavior Using Value Based Matrix (VBM)

Introduction

Companies nowadays are becoming more concerned about how to enhance customers' behaviour. The ability of customers to make purchasing decisions depends on the strategies adopted by the company management to meet the needs of their customers and the way companies deal with customers. This view is aligned with the evolution of marketing, starting from marketing (1. 0) product centric, through Marketing (2. 0) customer centric, and passing through Marketing (3. 0) which has changed the marketing perspective by moving the focus on not only customers but by looking at the Human Spirit as a combination of mind-heart-spirit and concentrating on making a happy customer by changing the world around customers to a happier world and identifying the problems experienced by customers because of the surrounding world and its negative impacts on the socio-economic and environmental level.

Notwithstanding the fact that numerous empirical studies have investigated customer behaviour critical factors in Europe and the Arab world, few studies have focused on determining Marketing (3. 0)’s critical factors that affect customer behaviour. Moreover, there is no clear integrated framework to be adopted to retest the theory based on a valid framework. This brings up the need to build a more comprehensive marketing (3. 0) models to be adopted by other scholars in the future and re-test the theory and compare results in different sectors and regions. In this context, emphasis should be placed on the application of the concept of marketing (3. 0) by investigating several variables and identifying their potential impact on enhancing customer behaviour by building an integrated model using marketing mix service and value based matrix (VBM) in order to achieve the aim of the research in addition to use statistical software such as SPSS.

Research Model

The research model includes the independent variable which is represented by marketing 3. 0 variables (social media – Corporate Social Responsibility - green marketing - marketing events), and the mediator variable from clients point of view represented by (Brand Image – Customer Interactivity). Also, from companies point of view represented by (globalization - technology - creativity), and the dependent variable is customer behaviour, and control variables represented by (the number of years of use of social media - types of social media used), as well as the use of demographic variables represented by both personal characteristics (gender - age - education level - income) and organization characteristics (size of the company - the company's life).

Aims and Objectives

Research Context

The review of previous studies has shown that there is no full integrated model for Marketing (3. 0) since the concept is new; however, studies have investigated different variables of Marketing 3. 0 separately. Some studies focused on the role of Marketing 3. 0. The study of Suri (2015) emphasized that applying the concept of Marketing 3. 0 through the use of the Value Based Matrix model has a positive impact on insurance companies in India, by attaining employees' happiness and consequently, achieving happiness and customer satisfaction and achieving high returns compared to both Marketing 2. 0 and Marketing 1. 0, using the SEE Approach, which focuses on the economic, social and moral satisfaction of clients in order to reach decision-making for Indian insurance customers.

While the study of Susilo & Suryaty (2015) focused on Marketing (3. 0) in terms of building a distinctive brand and focusing on customer communities (Communalization). The study found that there is no effect of the variable construction of distinctive brand for students' behavior. In contrast, the study found that there is a positive impact on customer communities in the purchasing behavior of students.

Finally, Warrink (2015) has examined the role of Marketing 3. 0Marketing 3. 0 in terms of applying the 7P marketing mix and has concluded that the proper application of Marketing 3. 0Marketing 3. 0 will have a positive impact improving customer confidence in companies’ products. In the same context, a series of studies have focused on the positive role of social media in motivating customers to make purchasing decisions.

While a group of studies have confirmed the effective role of using Facebook as one of the most common social media channels in the decision-making process for customers. In a related context, a group of studies confirmed the positive role of green marketing in motivating customers to make purchasing decisions. In the same context, a series of studies have focused on the positive impact of Corporate Social Responsibility (CSR) in motivating customers to make purchasing decisions.

Many studies referred to the positive role of Event Marketing in motivating customers to make purchasing decisions. Regarding other influential forces in the business environment which help in the application of Marketing 3. 0, Kotler (2010) have mentioned some of them such as 1) the period in which companies use information technology 2) the degree of creativity and development of society 3) the degree of globalization in society in bringing about change which is required for customers on the human, civil, and integrated side.

After reviewing the previous literature, it is obvious that there is no clear framework defining critical factors of marketing (3. 0) and it is relationship with customer behaviour. So there is a need to investigate such a topic to fill the gap and provide useful and valid framework for further studies.