HOW PRODUCT FEEDBACK DRIVES MARKETING STRATEGIES: THE INTERACTIVE EFFECT OF CUSTOMER ENGAGEMENT

Abstract:

Purpose: The research aims to assess the effect of product feedback on marketing strategies and the moderating role of customer engagement.

Design/methodology/approach: The research the research employs a positivism paradigm, the deductive approach, the explanatory research design, convenient sampling by utilizing structured questionnaires to gather data from 380 customers at Kasapreko Company Limited in the Greater Accra Region of Ghana

Findings-The findings reveal a statistically significant positive relationship between product feedback and marketing strategies, indicating that effective feedback mechanisms can aid firms in aligning their offerings with customer expectations. Similarly, customer engagement is shown to enhance the effectiveness of marketing strategies, acting as a vital moderator that enriches the feedback process

Research limitations/implications: Although this study offers valuable contributions to the comprehension of the impact of product feedback on marketing policy, the study was limited to customers of Kasapreko company limited Accra so making generalization must be done with outmost care.

Practical implications: Managers should integrate effective feedback mechanisms that enable their customers to express their views, experiences and proposals on a regular basis.

Originality/value: The study provides important contribution to the African economy by providing empirical evidence to product feedback, marketing strategies and customer engagement.