DOI: 10.14457/tu.the.2019.447
title: Factors influencing gift receiver’s satisfaction toward international promotion gifts provided as part of a customer relationship management program

description: In a corporate world, a gift is one of the tools to connect the relationship between gift givers and gift receivers. Moreover, marketing departments also choose international branded gifts (IBGs) as a tool in their Customer Relationship Management program to retain the relationship with their buyers. Firms need to understand the factors that are involved in providing deep satisfaction of their gift receivers. This research will address this need. The objectives of this research are to provide the readers with insights about gift receivers’ attitudes toward a IBG being offered as part of a Customer Relationship Management program; to identify who are the gift receivers, what IBG is being offered, the level of satisfaction towards the IBG and what factors drive their satisfaction.Gift giving is a powerful tool to communicate a message from gift givers to gift receivers. It is important for gift givers to study how to give gifts and consider factors which will provide satisfaction for gift receivers. In a business context, giving gifts can show gratitude to the gift receivers. The result of giving a wrong gift can hurt a relationship as well as a future business. Giving a gift as a promotion gift can acquire new customers, increase sales and retain customers. Giving a gift unmatched to the customers can lead to the loss of customers of the brand to competitors.Since giving gifts is important, givers must understand their gift receivers deeply in order to match the perfect gift with the receivers. There are several sources to educate people in general about how to find gifts. However, there are limited sources to help understand the perception and attitudes of gift receivers and the factors that satisfy gift receivers. The research was conducted through the following methods:1.) Exploratory research including 1.1) Secondary data 1.2) In-depth interviews 2). Descriptive research in the form of a questionnaire. The targeted sample size was 150-200 respondents.The results of this study can help gift givers and international brands, which provide IBGs as part of their Customer Relationship Management program, to better understand their factors that drive consumer satisfaction of IBGs. Two key findings are as follows.Across most demographics, electronic devices, lifestyle, and skincare products drive satisfaction the most. It was further found that when the international brands would like to seek targets to offer gifts to as part of their CRM programs, females should be primarily targeted using international brands, high quality, functional and unisex products. In term of segments, Shoppers, or those who are heavily interested in shopping, must be targeted due to their sensitivity to and high satisfaction for discount coupons and vouchers.Furthermore, the data showed that gift receivers often considered gifts as branding messages being sent to them. The more that brands worked to learn about receivers’ lifestyles and expectations, the more receivers felt that brands cared about them. A well-designed package and the uniqueness of IBGs help gift receivers to remember brands better, so gift giving brands must be thoughtful about what to give, when to give and how to give.