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

This study aims to develop/test a model that examines the effect of service innovativeness on customer cocreation, satisfaction, advocacy and behavioral loyalty intent in the travel agency context.,To explore these issues, the authors deploy a convenience sample of 340 travel agency customers. Data analysis centered on confirmatory factor analysis and structural equation modeling (SEM).,The results identify service innovativeness as a key driver of customer cocreation, satisfaction, advocacy and behavioral loyalty intent. The authors also identified customer cocreation to mediate the association between service innovativeness and customer advocacy, satisfaction and behavioral loyalty intent, respectively, and exerted a further direct effect on these variables.,Given the cross-sectional data, further research may wish to explore the generalizability of the findings (e.g. in other sectors, cultures or by adopting a longitudinal research design that tracks the theorized relationships over time).,The findings suggest service innovativeness as an important driver of customers’ intra- (within) and extra-or trans-(across) interaction outcomes, thereby impacting the customer experience and highlighting the significance of service innovativeness for the travel sector.,While service innovativeness and cocreation are of significant interest, their integrative investigation in tourism has remained scant. Thus, by quantifying the influence of service innovativeness on customer-based cocreation, satisfaction, advocacy and loyalty intent, the paper adds to the emerging body of knowledge on service innovativeness in tourism.

Service innovativeness and tourism customer outcomes

Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age

The emerging ‘customer engagement behaviour’ (CEB) literature predominantly discusses behaviours displayed by paying customers. However, the rise of free offerings, including free product trials, generates a need for re-examining the relevance of the existing paradigm based on paying customers. We propose the concept of ‘non-paying CEBs’ and outline how these may be leveraged to create value for the firm. We define non-paying CEBs as ‘a non-paying consumer’s motivationally-driven, positive behaviours toward a product, brand or firm, which are predicated on free offerings’. Using mixed methods and two field studies, we develop a model of non-paying CEBs. Our investigations confirm that CEBs from previous studies are also applicable to non-paying consumers, but also identify additional CEBs. We examine the value created by non-paying CEBs for the firm, individuals as well as individual networks and indicate ways in which firms can capture value from non-paying consumers. We make a substantive contribution t...

Capturing value from non-paying consumers’ engagement behaviours: field evidence and development of a theoretical model

Response: Advancing and Consolidating Knowledge About Customer Engagement:

Though customer engagement (CE) and customer experience (CX) are recognized as key research priorities, empirically derived insight into their association with tourism customers’ ensuing value cocr...

Linda D. Hollebeek

Papers

Service innovativeness and tourism customer outcomes

Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age

Capturing value from non-paying consumers’ engagement behaviours: field evidence and development of a theoretical model

Response: Advancing and Consolidating Knowledge About Customer Engagement:

First-Time versus Repeat Tourism Customer Engagement, Experience, and Value Cocreation: An Empirical Investigation: