MARKETING RESEARCH FOR AIRTASKER
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Marketing Research for Airtasker
Market Research Objectives
To understand the marketing behavior and attitudes of Airtasker’ markets for potential expansion to new product portfolio, the research will need to address the following three market research objectives;
1. To analyze the current trends of client base and attitude towards the AirTasker platform.
2. To identify the customer’s feedback and needs on additional product portfolio that should added into the platform.
3. To identify the impacts of having user friendly website features for the Airtasker platform.
Secondary Sources
The secondary sources described below are mainly from recognized published journals and they provides information from research studies on how to address the identified marketing research objectives of Airtasker. The secondary sources comprises of research findings and literature by past authors and researchers on the need on the core issues of understanding the market and consumer attitudes and on the need to engage with the customers before the expansion of the product portfolio.
Pappas (2016: 2024 – Do my homework – Help write my assignment online, p.93) reviews the core marketing strategies, risks, and the element of consumer trust that impacts online purchasing behavior. The source explains that there is a need to have new information on internet consumer behavior because of the evolution of the e-commerce business. The management should be able to understand the online customer behavior as it increases the level of search attention. The use of internet has changed the consumer behavior significantly as it gives them the opportunity to engage with the suppliers directly. Similarly, Airtasker has reduced the gap between the consumers and the suppliers of services. Internet has created a way to distribute services from the various locations. To understand the trend of customer attitudes and growth, Pappas (2016: 2024 – Do my homework – Help write my assignment online, p.101) explains that appropriate advertising is important. Advertising would help to review the current consumer attitudes and pushes for positive change on the consumer behavior and perceptions.
However, the quality of the services provision is important. When the clients are providing positive reviews about the services, the management of Airtasker could assume a positive trends and performance on the company. Potential risks associated with services were identified to be concerns on ability to deliver on the services, quality problems, and the level of prompt communication. Pappas (2016: 2024 – Do my homework – Help write my assignment online, p.103) concluded that it perceived risks on online transactions and creating consumers’ trust is a huge problem. The proper understanding of these risks would improve the expansion of consumers to current task categories and grow the overall subscriptions to the site. However, the source has some limitations including the failure of the research article to include the personal characteristics of the respondents in the findings of the research work.
The source by Bilgihan, Sukhu and Kandampully (2015 – Research Paper Writing Help Service, p.780) examines the role of the website characteristics in creating consumer loyalty. The research objectives on the impact of the website characteristics align with this research source. The research study sought to integrate the shopping value perspectives and commitment of the consumers towards understanding the concept of consumer loyalty towards e-commerce. The research article determined that it is difficult for online entities to retain or attract new clients. The three core construct for the study was values, commitment, and loyalty of the consumers. The research study explains that that the ecommerce business should maintain quality website features including user-friendly interface, easy to use, and interactive (Bilgihan, et al., 2015 – Research Paper Writing Help Service, p.783). Such features would make it possible to attract customers who would be loyal and commitment to the company. However, the quality of the services should meet the customer expectations. Developing quality websites would attract new customers and promote online engagement that grows loyalty (Barrett, Oborn, & Orlikowski, 2016: 2024 – Do my homework – Help write my assignment online, p.706). Based on the findings, the website features have psychological force towards connecting with the customers well.
The source by Baldus, Voorhees and Calantone (2015 – Research Paper Writing Help Service, p.979) sought to determine the importance of developing online communities and promote interaction with the clients. The authors explain the managers should maintain good brand within the online communities. The online brand communities comprises of the connection between the brand, product, clients, and marketers. Understanding the motivations for the community engagement helps in driving feedback and information about the company’s products and additional feedback. Maintaining a good online community would help in getting reviews and information on the potential expansion of the product portfolio of the company (Baldus et al., 2015 – Research Paper Writing Help Service, p.980). The source emphasized on the significance of maintaining close interactions with the online community as it would grow their brand. Even though the research article explains the development of the online brand engagement, it fall shorts in explaining the validation and metrics of successful online community engagement.
The assessment of customer engagement from a social media view is important in shaping the process of collecting feedback from the clients on the improvement of the online services. The research article by Dessart, Veloutsou and Morgan-Thomas (2015 – Research Paper Writing Help Service, p.39) sought to review the connection between consumer engagement and other aspects of engagement. The researchers relied on semi-structured interviews to collect data and information from online brand entities and social media platforms. The study determined the key elements of customer engagement perspectives including affect, cognition, and behaviors. The proper understanding of the customer engagement will make it possible to obtain customer feedback and reviews to formulate core research outcomes (Dessart et al., 2015 – Research Paper Writing Help Service, p.41). The research limitation was that it failed to evaluate the level of consumer engagement from different sites. Such research outcome would show e-commerce organizations on the best social media platforms to implement for their customer feedback surveys.
References
Baldus, B. J., Voorhees, C., & Calantone, R. (2015 – Research Paper Writing Help Service). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985.
Barrett, M., Oborn, E., & Orlikowski, W. (2016: 2024 – Do my homework – Help write my assignment online). Creating value in online communities: The sociomaterial configuring of strategy, platform, and stakeholder engagement. Information Systems Research, 27(4), 704-723.
Bilgihan, A., Sukhu, A., & Kandampully, J. (2015 – Research Paper Writing Help Service). The role of website features in creating loyalty: The mediating effect of commitment. In Hospitality, Travel, and Tourism: Concepts, Methodologies, Tools, and Applications (pp. 780-794). OH, USA: IGI Global.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015 – Research Paper Writing Help Service). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Get research paper samples and course-specific study resources under homework for you course hero writing service – Manage ment, 24(1), 28-42.
Pappas, N. (2016: 2024 – Do my homework – Help write my assignment online). Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, 92-103.
