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.

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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

Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE benefits (customer individual/interpersonal operant resource development, cocreation) as CE consequences, which can also coincide with CE. Deploying the framework, we revise Brodie et al.’s (Journal of Service Research, 14(3), 252–271, 2011) fundamental propositions of CE and apply these to customer relationship management. We conclude with theoretical and managerial implications, followed by future research avenues.

https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=6786&context=lkcsb_research

S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

Editorial, Roderick J. Brodie, Linda D. Hollebeek and Jodie Conduit Part 1: Engagement Conceptualisations 1. Customer Engagement and Value Co-creation, Matthew Alexander and Elina Jaakkola 2. Economic Outcomes of Customer Engagement: Emerging findings, contemporary theoretical perspectives, and future challenges, Sander F. M. Beckers, Jenny van Doorn and Peter C. Verhoef 3. Partner Engagement: A perspective on B2B engagement, Shiri D. Vivek, Vivek Dalela and Sharon E. Beatty4. Exploring Customer Engagement: A multi-stakeholder perspective, Linda D. Hollebeek Part 2: Engagement, Interactivity, Social Media and Technology 5. Creating Brand Engagement on Digital, Social and Mobile Media, Edward C. Malthouse, Bobby J. Calder and Mark Vandenbosch 6. Social Media Engagement: A construct of positively and negatively valenced engagement behaviours, Rebecca Dolan, Jodie Conduit and John Fahy 7. Nature and Purpose of Engagement Platforms, Christoph F. Breidbach and Roderick J. Brodie 8. Customer Engagement in Technology-Based and High-Contact Interfaces, Katrien Verleye and Arne De Keyser 9. Website Engagement, Antonio Hyder and Enrique Bigne Part 3: Managerial Applications of Engagement 10. Strategic Drivers of Customer and Employee Engagement: Practical applications, Christopher Roberts, Frank Alpert and Carissa Roberts 11. Customer Engagement with a Service Offering: A framework for complex services, Sylvia Ng, Carolin Plewa and Jillian C. Sweeney 12. Brand Co-creation Through Social Actor Engagement, Kamer Yuksel, David Ballantyne, and Sergio Biggemann 13. Extending the Tourism Experience: The role of customer engagement, Kevin Kam Fung So, Ceridywn King and Beverley Sparks Part 4: Emerging Customer Engagement Contexts 14. Developing a Spectrum of Positive to Negative Citizen Engagement, Jana Lay-Hwa Bowden, Vilma Luoma-Aho, and Kay Naumann 15. Negative Customer Brand Engagement: An overview of conceptual and blog-based findings, Biljana Juric, Sandra D. Smith and George Wilks

Customer Engagement : Contemporary issues and challenges

Purpose – After gaining traction in business practice the “brand engagement” (BE) concept has transpired in the academic marketing/branding literature. BE has been defined as the level of a consumer's “cognitive, emotional and behavioral investment in specific brand interactions”. Although pioneering research provides exploratory insights, the majority of literature to-date addresses consumers' specific positively-valenced BE; thus largely overlooking potential negatively-valenced manifestations of this emerging concept and their ensuing implications. The purpose of this paper is to propose a novel BE conceptualization that extends to cover focal negatively-valenced, in addition to positively-valenced BE expressions, thus providing a more comprehensive theoretical model of BE. Specifically, while positively-valenced BE addresses consumers' favorable/affirmative cognitive, emotional and behavioral brand-related dynamics during focal brand interactions (e.g. brand-usage); negatively-valenced BE, by contrast...

Linda D. Hollebeek

Papers

S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

Customer Engagement : Contemporary issues and challenges

Exploring positively- versus negatively-valenced brand engagement: a conceptual model

Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications

The influence of involvement on purchase intention for new world wine