行銷硏究 : Marketing research

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

Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

On relationship marketing

Purpose – The advent of the internet and in particular the interactive features of Web 2.0 in recent years have led to an explosion of interest in customer engagement. The opportunities presented by social media to help build close relationships with customers seem to have excited practitioners in a wide variety of industries worldwide. Academic scholarship on customer engagement, however, has lagged practice and its theoretical foundation is relatively underdeveloped and a better understanding of the concept is essential to develop strategies for customer engagement. This paper seeks to address some of these issues.Design/methodology/approach – The paper attempts to enhance understanding of customer engagement by examining practitioner views of customer engagement, linking it to the marketing concept, market orientation, and relationship marketing, modeling the customer engagement cycle, and developing a customer engagement matrix.Findings – The paper develops a model of the customer engagement cycle wit...

Customer engagement, buyer‐seller relationships, and social media

Electronic government is being increasingly recognized as a means for transforming public governance. Despite this increasing interest, information systems (IS) literature is mostly silent on what really contributes to the success of e-government Web sites. To fill this gap, this study examines the role of trust in e-government success using the updated DeLone and McLean IS success model as the theoretical framework. The model is tested via a survey of 214 Singapore e-government Web site users. The results show that trust in government, but not trust in technology, is positively related to trust in e-government Web sites. Further, trust in e-government Web sites is positively related to information quality, system quality, and service quality. The quality constructs have different effects on "intention to continue" using the Web site and "satisfaction" with the Web site. Post hoc analysis indicates that the nature of usage (active versus passive users) may help us better understand the interrelationships among success variables examined in this study. This result suggests that the DeLone and McLean model can be further extended by examining the nature of IS use. In addition, it is important to consider the role of trust as well as various Web site quality attributes in understanding e-government success.

Trust and Electronic Government Success: An Empirical Study

Purpose – The purpose of this paper is to: first, examine why companies create brand pages in social media, how they use them, what policies and strategies they follow, and what outcomes do they expect; and second – from firms’ point of view – how users are benefited from such pages. Design/methodology/approach – A qualitative study approach was employed for this study. Data were collected from personal interviews with 14 marketing managers responsible for the social media activity of their company, providing preliminary evidence about the actions firms take, the motivations that led them to getting involved, and the derived outcomes. Findings – The main actions of the firm are making prize competitions, announcing new products/services, interacting with fans, providing advice and useful information, and handling customer service issues. The basic motivations are the increasing popularity of social media, competitors’ presence, headquarters’ strategy, and cost reduction pressure. Interact with customers, ...

/pdf/brand-strategies-in-social-media-2sf8gldu7k.pdf

Brand strategies in social media

Purpose – The purpose of this paper is to examine the effects of service quality and satisfaction on three consumer behavioral intentions, namely word‐of‐mouth, site revisit, and purchase intentions in the context of internet shopping.Design/methodology/approach – To achieve this objective 240 online interviews were carried out (response rate 24 percent) from a randomly generated sample of 1,052 online shoppers using the database of a leading Internet provider in Greece as the sample frame.Findings – Data analysis involved the comparison of three rival models using structural equations modeling. The prevailed model reveals that e‐service quality has a positive effect on e‐satisfaction, while it also influences, both directly and indirectly through e‐satisfaction, the consumer's behavioral intentions, namely site revisit, word‐of‐mouth communication and repeat purchase.Research limitations/implications – The results confirm that cognitive evaluations precede emotional responses and that quality is a strong...

An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e‐shopping

Purpose – When compared with the field of new product development, research on new services has seen fewer developments and offers less comprehensive insights This paper tries to fill this gap by providing empirical findings from two qualitative longitudinal case studies of new service development Knowledge on the management issues for developing new bank offerings efficiently is limited Furthermore, recent research suggests that organisational learning can contribute greatly to the success of innovation projects The aims of this paper are to provide a detailed description of the development process of a new financial product and to identify learning actions that may contribute to its effectivenessDesign/methodology/approach – The paper reports findings from a qualitative, longitudinal case study of a well‐known French bank, and of a retailer The research focuses on the description of the process, the organisational issues involved and the decision making during the development processFindings – Th

Managing the new service development process: towards a systemic model

The article explores the quality dimensions that the visitors of national and foreign business‐to‐consumer portals use to assess the performance of their service offering. Based on the SERVQUAL model and previous research on Web site evaluation and quality, the paper identified three quality dimensions that proved to be stable across sites’ nationality and user profiles. Several implications are drawn from these results for both Web site marketers and future academic research.

/pdf/assessing-service-quality-on-the-web-evidence-from-business-lszqqw3wo0.pdf

Sergios Dimitriadis

Papers

Brand strategies in social media

An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e‐shopping

Managing the new service development process: towards a systemic model

Assessing service quality on the Web: evidence from business‐to‐consumer portals

New service development through the lens of organisational learning: evidence from longitudinal case studies