자연주의적 탐구조사(Naturalistic Inquiry)

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Qualitative research for education: An introduction to theories and methods

行銷硏究 : Marketing research

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

In today’s highly dynamic and interactive business environment, the role of “customer engagement” (CE) in cocreating customer experience and value is receiving increasing attention from business practitioners and academics alike. Despite this interest, systematic scholarly inquiry into the concept and its conceptual distinctiveness from other, associated relational concepts has been limited to date. This article explores the theoretical foundations of CE by drawing on relationship marketing theory and the service-dominant (S-D) logic. The analysis also examines the use of the term “engagement” in the social science, management, and marketing academic literatures, as well as in specific business practice applications. Five fundamental propositions (FPs) derived from this analysis are used to develop a general definition of CE, and distinguish the concept from other relational concepts, including “participation” and “involvement.” The five propositions are used in the development of a framework for future r...

http://www.artexperience.it/uploads/9/2/9/2/9292963/brodie_et_alt__customer_engagement.pdf

Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research

The focus of this chapter is to address emerging trends, opportunities, and key challenges facing managers in their communication processes in an increasingly interactive social media environment. A review of the current social media literature and two qualitative research studies provide insights into the changing nature of the communications process in social media, as opposed to more traditional, communications environments. These insights are drawn together to provide a number of managerial implications for social media marketers.

Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media

Welcome to this Special Issue of the Journal of Strategic Marketing titled ‘Non-Monetary Social and Network Value: Understanding the Effects of Non-Paying Customers in New Media.’ The rationale for...

Non-monetary social and network value: understanding the effects of non-paying customers in new media

Jana Lay-Hwa Bowden, Jodie Conduit, Linda D. Hollebeek, Vilma Luoma-aho, and Birgit Andrine Apenes Solem

The role of social capital in shaping consumer engagement within online brand communities

\nPurpose\nThe customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX’s role in the CPV–WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes.\n\n\nDesign/methodology/approach\nBy conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling.\n\n\nFindings\nThe findings are that CX plays a crucial role in the CPV–WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX’s mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CX-based customer segments, respectively.\n\n\nPractical implications\nCPV (utilitarian, hedonic, social) not only affects consumers’ behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers’ online and/or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes.\n\n\nOriginality/value\nBy identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX’s nomological network.\n

The role of customer experience in the perceived value–word-of-mouth relationship

While cocreation research proliferates, existing studies fail to isolate its manifestation through digital (vs non-digital) platforms. Moreover, extant research predominantly explores the cocreatio...

/pdf/demystifying-consumer-digital-cocreated-value-social-1gqs4g8ii7.pdf

Linda D. Hollebeek

Papers

Marketing in an Interactive World: The Evolving Nature of Communication Processes Using Social Media

Non-monetary social and network value: understanding the effects of non-paying customers in new media

The role of social capital in shaping consumer engagement within online brand communities

The role of customer experience in the perceived value–word-of-mouth relationship

Demystifying consumer digital cocreated value: Social presence theory-informed framework and propositions: