行銷硏究 : Marketing research

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The Theory of Industrial Organization

Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.

/pdf/understanding-customer-experience-throughout-the-customer-52i6qreyzk.pdf

Understanding Customer Experience Throughout the Customer Journey

https://www.rug.nl/staff/p.c.verhoef/jr_customer_experience.pdf

Customer Experience Creation: Determinants, Dynamics and Management Strategies

The authors examine the implications of electronic shopping for consumers, retailers, and manufacturers. They assume that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings. They examine these advantages as a function of typical consumer goals and the types of products and services being sought and offer conclusions regarding consumer incentives and disincentives to purchase through interactive home shopping vis-à-vis traditional retail formats. The authors discuss implications for industry structure as they pertain to competition among retailers, competition among manufacturers, and retailer-manufacturer relationships.

Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in

With the emergence of high speed wireless network technologies and the increasing market penetration of mobile phones the global advertising industry’s interest in using this medium as a means of marketing communication is rising. However, in spite of the increasing number of companies investing in mobile marketing campaigns, there is, as yet, little academic research on this topic and the nature and implications of this channel are not yet understood fully. This research attempts to help in bridging this gap; it investigates the factors that induce consumers to accept the mobile phone as a means of communicating promotional content. Underlying the research are a set of hypotheses that have been formulated to include determinants referring to consumer personality as well as determinants referring to the form of advertising. These hypotheses form the basis for this research and are empirically tested by means of a linear structural equation model. The empirical results (n = 1,028) identify entertainment value as well as information value as the strongest drivers of the acceptance of the mobile phone as an innovative medium for advertising content communication.

/pdf/driving-consumer-acceptance-of-mobile-marketing-a-4l5s03b1or.pdf

Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study

Existing e-service quality scales mainly focus on goal-oriented e-shopping behavior excluding hedonic quality aspects. As a consequence, these scales do not fully cover all aspects of consumer's quality evaluation. In order to integrate both utilitarian and hedonic e-service quality elements, we apply a transaction process model to electronic service encounters. Based on this general framework capturing all stages of the electronic service delivery process, we develop a transaction process-based scale for measuring service quality (eTransQual). After conducting exploratory and confirmatory factor analysis, we identify five discriminant quality dimensions: functionality/design, enjoyment, process, reliability and responsiveness. All extracted dimensions of eTransQual show a significant positive impact on important outcome variables like perceived value and customer satisfaction. Moreover, enjoyment is a dominant factor in influencing both relationship duration and repurchase intention as major drivers of customer lifetime value. As a result, we present conceptual and empirical evidence for the need to integrate both utilitarian and hedonic e-service quality elements into one measurement scale.

eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping

https://www.uni-goettingen.de/de/document/download/3acca9126c479c012f4db63016623bb0.pdf/JBRarticleprint%20version_July2006.pdf

eTransQual: A transaction process-based approach for capturing service quality in online shopping

Building customer relations over the Internet

This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious 4-factor, 20-indicator structure effectively represents brand image. In contrast to Keller’s proposed model, relationships between the brand image’s components were discovered. Thus, in line with means-end theory, a brand-image model should incorporate causalities among brand attributes, benefits, and attitudes. Fan loyalty is positively influenced by a fan’s brand attitude. Relationships among the brand-image dimensions and loyalty are confirmed via structural equation modeling. The non-product-related brand attributes (i.e., logo or tradition) have a particularly large impact on attitudes and behavior. They represent promising starting points for a successful and differentiating team brand strategy. In marketing practice, an increasing interest in customer relationships has

Hans H. Bauer

Papers

Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study

eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping

eTransQual: A transaction process-based approach for capturing service quality in online shopping

Building customer relations over the Internet

Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment