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Measuring the effectiveness of a marketing strategy is one of the most difficult tasks that firms face. While it is easier to classify such evaluation on the financial outcomes of a marketing campaign, many firms forget the impact of their activities on their customers or return on experience (Aves, 2018). Customer service is one aspect of marketing whose effect must be measured to ensure that the firm maintains its position in the market, and even grows its market share. This report evaluates Adidas’ customer service using the SERVQUAL model. It first describes the position of Adidas in the sportswear market and its activities in Australia. It further describes how Adidas fairs against the five concepts of customer service namely reliability, assurance, tangibility, empathy, and responsiveness. The paper lastly introduces the online marketing strategy applied by Adidas and how unique their strategy is.
The SERVQUAL model, also known as the RATER model was developed in 1988 by Valarie Zeithaml, A. Parasuraman, and Leonard Berry and was aimed at filling particular gaps between the marketer and the customer. The model measures five factors quality reliability, assurance, tangibles, empathy, and responsiveness. Reliability refers to the firm’s ability to perform what it has promised its customers in terms of service or product delivery. Adidas’ promise is well captured in its mission statement: to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. This is being fulfilled through the improvement of sports by designing and manufacturing different sportswear and sponsorship programs to support talent. Assurance refers to the ability of a firm to inspire trust and confidence in its customers. Adidas is a trusted brand that has grown to be the second-largest sportswear manufacturer globally, being the brand of choice for some famous sports personalities (Yoesting, 2018). The brand also sponsors several major clubs such as Real Madrid, Bayern Munich, and Juventus.
Tangible refers to the physical presence of products and employees and Adidas has satisfied this measure by opening several stores across Australia. Having learned the needs of its customers, Adidas’ designs have been improving over the years through constant innovations. They also custom-make products to satisfy the specific needs of customers. The brand is also responsive to its customers’ needs by attending to their after-sale queries through open telephone lines and live chat platforms.
Adidas has also adopted online selling which contributed to 8% of its sales in 2018. Whereas most firms’ digital marketing strategy is to make online sales, Adidas's strategy is to lead potential customers to its physical stores to experience its variety of products including sports fashion and lifestyle wear. One of the most effective online marketing strategies used by Adidas is Snapchat where they post videos of ordinary people such as school-going children praising the products while showcasing their talents. The videos have background music that attracts and pushes the viewer to participate. This strategy gives a feeling that Adidas cares for everyone in the community and that it is a brand that everyone is proud of (Vizard, 2018).
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