Title: A Case Study of Marketing Strategy of Phoenix Contact in China
Author: He Lu
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 16th National and International Academic Conference 2023 “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 Oct. – 1 Nov. 2023, pp.467-478 Click PDF
Abstract
With the booming development of China’s electrical industry, Phoenix Contact is also facing fierce competition. Based on Maslow’s hierarchy of needs theory, this study formulated the following five research objectives: 1) To examine how Phoenix Contact’s performance in meeting the physiological needs of its customers affects customer satisfaction. 2) To examine how the safety of the product affects customer satisfaction of Phoenix Contact. 3) To examine how Phoenix Contact’s strategy in building customer relationships and brand image affects customer satisfaction. 4) To examine how Phoenix Contact’s high quality products and services affect customer satisfaction. 5) To examine how innovative and leading-edge technological solutions affect customer satisfaction.
This study adopted the quantitative research method and used Maslow’s Hierarchy of Needs Theory to analyze Phoenix Contact’s customer satisfaction. A total of 207 questionnaires were distributed and 207 were collected, with a collection rate of 100%.
Through analysis, the following conclusions were drawn: 1. Phoenix Contact’s effectiveness in meeting customers’ physiological needs significantly enhances customer satisfaction. 2. The safety of Phoenix Contact’s products has a substantial positive effect on customer satisfaction. 3. Phoenix Contact’s strategic efforts in building customer relationships and enhancing brand image positively influence customer satisfaction. 4. Providing high-quality products and services allows Phoenix Contact to earn respect and satisfaction from its customers. 5. Innovative and cutting edge technological solutions offered by Phoenix Contact significantly enhance customer satisfaction by helping customers achieve their production and management goals.
Keywords: Maslow’s hierarchy of needs, customer satisfaction, electrical industry
A Case Study of Marketing Strategy of Phoenix Contact in China
6417195002 He Lu 2567 (2024) A Case Study of Marketing Strategy of Phoenix Contact in China สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University