行銷硏究 : Marketing research

The theory of environmental policy

– Noting that a fundamental tenet of service‐dominant (S‐D) logic is the co‐creation of value‐in‐use, this paper aims to explore the theoretical possibility that the interactions between service systems cannot only co‐create value, but also have adverse consequences leading to actual value co‐destruction., – This conceptual paper critically reviews the dominance of value co‐creation and value‐in‐use in S‐D logic. Noting the relative lack of research in the converse possibility, the study proposes and explores the implications of value co‐destruction as a new concept which should be introduced within the framework of S‐D logic., – The study proposes a formal definition for the new proposed concept of value co‐destruction. It describes in detail the process by which it occurs, showing that value can be co‐destroyed through the interactions between different systems, resulting in value destruction‐through‐misuse. Indeed, value co‐destruction occurs when a service system accidentally or intentionally misuses resources (its own resources and/or those of another service system) by acting in an inappropriate or unexpected manner., – This paper is purely conceptual and exploratory. Empirical examination of the theoretical findings regarding value‐co‐destruction is required. Possible avenues of interest for such empirical research of value co‐destruction are suggested., – Limiting the occurrence of misuse by aligning the mutual expectations of interacting service systems should reduce the risks of value co‐destruction. Recovering from misuse should also be considered., – This study is apparently the first to have introduced the notion of value co‐destruction into the conceptual framework of S‐D logic.

Not always co-creation: introducing interactional co-destruction of value in service-dominant logic

Objective: To examine the costs and cost effectiveness of telehealth in addition to standard support and treatment, compared with standard support and treatment. Design: Economic evaluation nested in a pragmatic, cluster randomised controlled trial. Setting: Community based telehealth intervention in three local authority areas in England. Participants: 3230 people with a long term condition (heart failure, chronic obstructive pulmonary disease, or diabetes) were recruited into the Whole Systems Demonstrator telehealth trial between May 2008 and December 2009. Of participants taking part in the Whole Systems Demonstrator telehealth questionnaire study examining acceptability, effectiveness, and cost effectiveness, 845 were randomised to telehealth and 728 to usual care. Interventions: Intervention participants received a package of telehealth equipment and monitoring services for 12 months, in addition to the standard health and social care services available in their area. Controls received usual health and social care. Main outcome measure: Primary outcome for the cost effectiveness analysis was incremental cost per quality adjusted life year (QALY) gained. Results: We undertook net benefit analyses of costs and outcomes for 965 patients (534 receiving telehealth; 431 usual care). The adjusted mean difference in QALY gain between groups at 12 months was 0.012. Total health and social care costs (including direct costs of the intervention) for the three months before 12 month interview were £1390 (€1610; $2150) and £1596 for the usual care and telehealth groups, respectively. Cost effectiveness acceptability curves were generated to examine decision uncertainty in the analysis surrounding the value of the cost effectiveness threshold. The incremental cost per QALY of telehealth when added to usual care was £92 000. With this amount, the probability of cost effectiveness was low (11% at willingness to pay threshold of £30 000; >50% only if the threshold exceeded about £90 000). In sensitivity analyses, telehealth costs remained slightly (non-significantly) higher than usual care costs, even after assuming that equipment prices fell by 80% or telehealth services operated at maximum capacity. However, the most optimistic scenario (combining reduced equipment prices with maximum operating capacity) eliminated this group difference (cost effectiveness ratio £12 000 per QALY). Conclusions: The QALY gain by patients using telehealth in addition to usual care was similar to that by patients receiving usual care only, and total costs associated with the telehealth intervention were higher. Telehealth does not seem to be a cost effective addition to standard support and treatment.

Cost effectiveness of telehealth for patients with long term conditions (Whole Systems Demonstrator telehealth questionnaire study): nested economic evaluation in a pragmatic, cluster randomised controlled trial

The article explores the impact of the quality and volume of energy consumption of the population on the human development index using a sample of a number of countries as an example. The hypothesis concerning the relationship between the amount of energy consumed, the human development index (HDI), and the environment (CO2 emissions into the atmosphere) has been verified. The study results show that the size and rating of the HDI are influenced by such factors as urbanization growth, gross domestic product (GDP), gross national income (GNI) per capita, the share of “clean” energy consumption by the population and business in total energy consumption, the level of socio-economic development, and R&D expenses. In the course of building the model, the recommendations by the United Nations (UN) and the Organization for Economic Co-operation and Development (OECD) were used. The results show that the volume of energy consumption not only affects the human development index in a particular country, but is also an important factor in determining the level of sustainable development. The results, obtained in the course of the study and described in the article, may be applicable in the practice of research related to the assessment of human development and sustainable development.

Global Indicators of Sustainable Development: Evaluation of the Influence of the Human Development Index on Consumption and Quality of Energy

Rapid population growth together with improving living standards is causing bigger and more rapid consumption of resources in industrial, household and personal consumption areas. Unsustainable consumption patterns are negatively affecting our surroundings. In order to promote sustainable consumption it is important to engage consumers in active and mutual dialogue. This study introduces the construct of consumer engagement into the context of sustainable consumption and aims at revealing the factors influencing consumer engagement in sustainable consumption. Two groups of factors, internal and external, each comprising three determinants (environmental attitude, perceived responsibility and perceived behavioral efficiency; and conditions for sustainable consumption, social environment and promotion of sustainable consumption) were identified as having direct positive impact on consumer engagement in sustainable consumption, which in turn had a positive impact on green product buying. The results revealed an important mediating role of the consumer engagement construct, suggesting that application of the engagement construct in the context of sustainable consumption would allow a deepening understanding of actual consumer behavior related with different contexts of sustainable consumption.

https://www.mdpi.com/2071-1050/12/4/1349/pdf

Internal and external determinants of consumer engagement in sustainable consumption

The article is organized in eight parts. The first part presents an introduction of the research problem, the aim and the objectives formulated. The aim of the article is to conduct empirical studies after theoretical analysis of the relationship between brand identity and brand image. The objectives of the article are:1)to determine and prove the concept of brand image theoretically;2) to study and summarize the sources of brand identity; 3) to analyze the elements of brand identity;4) to carry out theoretical analysis of the relationship between brand identity and brand image; 5) to prepare the investigation model for brand identity and image relationship; 6) to conduct em-piric studies of brand identity and image relationship. The tools of classical marketing do not help answering the question, why some brands are so unique. Just sev-eral brands obtain a feature emphasizing brand identity and uniqueness. Graphical references do not provide any answers because they are developed on the basis of ex-ternal brand image. However, it has already been con-ceived that brand is reflected not by its external graphi-cal view but by the attitude towards the elements of brand identity. Thus, the article attempts at solving the problem of the relationship between brand identity and brand im-age. The second part of this article describes the concep-tion of brand identity. It also examines the attitude of various authors to the conception of brand identity. The third chapter of this article provides the analysis of the sources of brand identity. The main six elements that constitute the sources of brand identity are indicated in this part as well. The prism of brand identity is described and the ele-ment of identity prism is analyzed in the fourth part of this article. The process of brand image building is described in the fifth part of the article. The chapter provides the issue of the relationship of brand identity and its image as well as the analysis of relationship of brand identity and its image. The sixth part of this article indicates and describes the theoretical model the relationship of brand identity and its image. This model is based on the idea that brand identity is managed. Positive brand image that ensures a competitive advantage is build up when conveying brand identity to consumers efficiently and employing particular strategies of positioning. The seventh part of this article presents the results of empirical research and the analysis of the relationship of brand identity and its image. The last chapter of the article formulates the final conclusions on the relationship of brand identity and its image.

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Relationship of Brand Identity and Image

After there had been proved the benefits of customer retention for an enterprise, the numerous researchers were directed their efforts towards finding the best solutions to achieve customer relationship longevity. Identification of the main predictors of long-term customer relationships still is a relevant object of scientific researches. This article emphasizes that creation and delivery of unique customer value is a basis for most marketing decisions, enabling to attract new customer as well as to retain recent one.

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Customer Value and Its Contribution to the Longevity of Relationship with Service Provider: the Case of Theatre Industry

Theoretical studies as well as practical evidence validate an opinion that solutions of customer retention and long-term relationships formation and maintenance have a positive effect on results of enterprise activities and play a crucial role in a competitive advantage development. The identification of antecedents of long-term relationships and evaluation of their predictors are becoming priority tasks of a service enterprise. Despite the abundance of scientific research, the identification of variables determining the development of relationships with customers still is a relevant object of scientific discussions. This article emphasizes that customer satisfaction is one of the antecedents of long-term relationships between customer and service provider. Therefore, in consideration of services nature and service provision peculiarities, cognition of factors that influence customer satisfaction becomes relevant for better understanding of customer needs and for the service delivery process improvement. Revealing the diversity of scientific approaches representing satisfaction drivers, it can be underlined that this issue is very important both for theoretical and empirical studies. Referring to a numerous researches on service quality and satisfaction we can maintain, that service quality is the main driver of customer satisfaction with the service provider. Furthermore, it is considered that service quality consists of such quality dimensions that could be named outcome quality, technical quality and functional quality. Considering all above mentioned and that service quality is the main predictor of customer satisfaction, this article aims to determine the relations between satisfaction and intentions to pursue long-term relationships with a service provider. Odontology services are selected for the empirical research. First of all service quality attributes are grouped using a factor analysis into six dimensions (factors). Using these results in this study one method of stated importance and three methods of derived importance were examined for identification of importance of attributes impacting customer satisfaction. Also results of correlation and regression analyses are presented showing relations between satisfaction, its predictors and customer behavioral intentions.

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Customer Satisfaction and its Importance for Long-Term Relationships with Service Provider: the Case of Odontology Services

Companies which offer innovative solutions to aid the achievement of sustainable consumption behavior of individuals in home environment gain a competitive advantage. The study aims to uncover the relationship between the engagement in sustainable consumption and sustainable consumption behavior of individuals at home and in the workplace environments enabling companies to provide innovative solutions to advance sustainability management. This research holds that sustainable consumption behavior is a process and the focus of this study is use behavior. An online survey was employed to collect data from 407 respondents in the United Kingdom. Consumers working in both private and public sectors were surveyed. Data analysis suggests that one dimension of engagement in sustainable consumption, namely, Enthusiasm and Attention, mostly influences sustainable consumption behavior at home and in the workplace. Further, females feature higher sustainable consumption behavior at home and in the workplace most of the time in comparison to males. Also, there are age differences apropos sustainable consumption behavior at home and in the workplace. Social Learning Theory and Collaborative Consumption Theory are used to raise hypotheses and explain findings. The findings lead to practical implications for companies regarding engagement and sustainable consumption behavior in both environments in terms of incentives, green product and service innovation that may be offered to individuals to enhance sustainability.

Aistė Dovalienė

Papers

Internal and external determinants of consumer engagement in sustainable consumption

Relationship of Brand Identity and Image

Customer Value and Its Contribution to the Longevity of Relationship with Service Provider: the Case of Theatre Industry

Customer Satisfaction and its Importance for Long-Term Relationships with Service Provider: the Case of Odontology Services

Sustainable Consumption Behavior at Home and in the Workplace: Avenues for Innovative Solutions