Method of Data Analysis
Identifying the factors that impact choice of eyewear and the optical store from which these are bought is critical for them to leverage their marketing strategies towards these variables. Based on the ranking of the factors which affect choice of eyewear, those that have the strongest impact are trends in eyewear, brand, shape of the face, and hair. Moreover, the highest rated factors which affect choice of optical store are customer service of optical staff, branding of the store, atmosphere of the store, and freebies and other promotional offers of the store.
However, when regressed against the satisfaction of the eyewear piece that they bought, the only variable that was significant for eyewear choice was brand. In addition, for choice of store, the significant variables are location of the optical store, atmosphere of the optical store, variety of the optical lines offered, and branding of the optical store. Determinants of Choice of Fashion Eyewear and Optical Store Marrying the results yielded from both the ranking of averages and the regression models, the most significant variable for choice of fashion eyewear seems to be the branding of the eyewear piece.
The remaining factors of trends, shape of face and hair are secondary considerations in choice of eyepiece. This consideration is consistent with the results yielded choice of optical store, which suggests that the branding of the store, along with the atmosphere it exudes are common results in both the ranking of averages and in the regression model. Secondary considerations in choice of optical store are location, variety of optical lines offered.
The importance of both the fashion eyewear piece and the optical store cannot be more strongly emphasised, considering the competitiveness of the eyewear industry (Business Wire 2007). As asserted by the Icon Group Ltd (2007), it is necessary that optical stores be able to effectively manage the perception and to create value in the sale process. This is precisely what branding is all about. The branding of the optical store is related to the customer experience while he is in the store.
Thus, all phases of that experience should be treated as an opportunity to reinforce its brand. This is consistent with the variable atmosphere of optical store, which is among the significant variables in the regression model. For instance, the examination room is the intitial point of contact with clients; thus, Icon Group Ltd strongly recommends tht there should be utmost care in building value in the quality and difference of care being delivered by means of their products and optical dispensaries.
It is also part of the store’s branding strategy to ensure that they offer diverse optical lines with good warranties and exhibit the latest in optical technologies. These are all effective brand value statements. Effectiveness of Relationship Marketing Strategies Overall, the results of the present study suggest that the most effective relationship marketing strategies are closely linked with brand building. Optical stores ought to take their branding strategies seriously to drive more into their coffers.
Consistent with the assertion of Gordon (1998), relationship marketing in optical stores may effectively create value with individual customers and encourage customer retention (Reichheld & Sasser 1990). Such relationship marketing must not only be focused on the clients who actually purchase eyewear, but must be effectively extended to other parties involved in their network, including distributors and suppliers (Christopher et al. , 1999).