The Application of The RATER Model in The Chinese Animal Feed Sales Services—Based on Customer Satisfaction and Customer Loyalty
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Abstract
This comprehensive study explores the intricate dynamics of marketing strategies within the feed industry, focusing on the strategic positioning of N Group. Through an extensive literature review, various aspects of marketing, ranging from traditional methodologies to contemporary trends, were scrutinized. The insights gained contribute to a holistic understanding of the marketing landscape in the feed industry. Central to the discussion is the RATER model, comprising Reliability, Assurance, Tangibles, Empathy, and Responsiveness. This model serves as a robust framework influencing customer satisfaction and loyalty. The study delves into how the RATER model contributes to customer satisfaction. Furthermore, the RATER model is explored in the context of building customer loyalty. The study underscores how reliability, assurance, tangibles, empathy, and responsiveness collectively foster customer loyalty. The positive emotional connections forged through tangible elements, empathetic engagement, and responsive interactions contribute to sustained customer commitment. The integration of the RATER model with Reciprocal Attitudinal Loyalty (RETAR) reveals a synergistic relationship. Relationship Equity, formed through the dimensions of the RATER model, influences RETAR, creating a dynamic loop of reciprocal loyalty between customers and N Group. Acknowledging the study's limitations, future research directions are proposed to explore the applicability of the RATER model in diverse industry landscapes, considering evolving customer preferences and technological advancements. Longitudinal studies are recommended to track customer behavior over extended periods, providing insights into the sustainability of the RATER model's impact on loyalty. In conclusion, this study contributes valuable insights for enterprises in the feed industry seeking to enhance customer satisfaction and loyalty through the strategic application of the RATER model. The findings offer a roadmap for navigating the complexities of the evolving marketing landscape and fostering enduring relationships with customers.