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1
Day, George S., and Katrina J. Hubbard. "Customer Relationships go Digital." Business Strategy Review 14, no. 1 (March 2003): 17–26. http://dx.doi.org/10.1111/1467-8616.00240.
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Berman, Saul J., Peter J. Korsten, and Anthony Marshall. "A four-step blueprint for digital reinvention." Strategy & Leadership 44, no. 4 (July 18, 2016): 18–25. http://dx.doi.org/10.1108/sl-06-2016-0042.
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Purpose Digital reinvention helps organizations create unique, compelling experiences for their customers, partners, employees and other stakeholders. Design/methodology/approach Digital reinvention combines the capabilities of multiple technologies, including cloud, cognitive, mobile and the Internet of Things (IoT) to rethink customer and partner relationships from a perspective of fundamental customer need, use or aspiration. Findings The most successful digitally reinvented businesses establish a platform of engagement for their customers, with the business acting as enabler, conduit and partner Practical implications For successful digital reinvention, organizations need to pursue a new strategic focus, build new expertise and establish new ways of working. Originality/value The article offers a blueprint for digital reinvention that involves rethinking customer and partner relationships from a perspective of fundamental customer need, use or aspiration.
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Mbama, Cajetan I., and Patrick O. Ezepue. "Digital banking, customer experience and bank financial performance." International Journal of Bank Marketing 36, no. 2 (April 3, 2018): 230–55. http://dx.doi.org/10.1108/ijbm-11-2016-0181.
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Purpose The purpose of this paper is to examine customers’ perceptions of digital banking (DB), customer experience, satisfaction, loyalty and financial performance (FP) in UK banks. Design/methodology/approach The research consists of a survey of UK bank customers’ perceptions of the above themes; use of banks’ financial reports to obtain FP ratios; multivariate factor analysis; structural equation modelling; and analysis of variance tests to explore research hypotheses on the relationships among the study factors. Findings The main factors which determine customer experience in DB are service quality, functional quality, perceived value (PV), employee-customer engagement, perceived usability and perceived risk. There is a significant relationship among customer experience, satisfaction and loyalty, which is related to FP. Research limitations/implications This study concentrates on UK bank customers which limits its generalisability to other banks globally. However, the fact that banks typically adopt common standards in bank financial management implies that the findings are potentially robust for global bank management. Replicating the study in banks in other countries will further enhance this robustness. Practical implications Some significant effects of customer characteristics on the study factors were observed, which have useful implications for DB, bank marketing services and bank FP. Originality/value Unlike previous studies, this study uses both Net Promoter Score and financial ratios as dependent variables, to provide a combined study of the relationships among 14 study factors, with implications for bank marketing and FP.
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Thakur, Rakhi. "The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship." European Journal of Marketing 53, no. 7 (July 8, 2019): 1278–310. http://dx.doi.org/10.1108/ejm-11-2017-0895.
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Purpose This study aims to examine the moderating role of customer engagement experiences in satisfaction–loyalty relationship in the digital business environment. This paper looks at mobile apps for shopping and travel planning to understand these relationships. Design/methodology/approach This paper includes the conceptualization and validation of the proposed relationship through multiple studies. An exploratory qualitative study was conducted to identify the relevant engagement experiences. Subsequently, multiple quantitative studies were conducted to examine the proposed relationships. Findings The effect of satisfaction on continuance intention is stronger among customers with higher levels of engagement. Further, the propensity to provide electronic word of mouth is non-linear in customers with higher levels of engagement and may not vary directly with satisfaction levels. Research limitations/implications The findings of this study contribute to the emerging literature on customer engagement and mobile app-usage domains. Future studies may examine such a relationship in different businesses and on varied digital platforms. Practical implications The findings of this paper may provide actionable insights to marketers, giving them a mechanism to segment customers based on engagement levels and using discretion while focusing on satisfaction levels among different segments. Originality/value This study validates the proposed moderating role of customer engagement in the satisfaction–loyalty relationship. The non-linear relationship between satisfaction and loyalty is also demonstrated.
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Sampson, Scott E., and Richard B. Chase. "Customer contact in a digital world." Journal of Service Management 31, no. 6 (March 17, 2020): 1061–69. http://dx.doi.org/10.1108/josm-12-2019-0357.
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PurposeThe customer contact approach to service has been at the core of service theory since the 1970s. It suggests that the potential operating efficiency of a service is inversely related to the extent of customer contact with the provider's operations and that various service design issues are dictated by the presence or absence of customer contact. The purpose of this article is to reevaluate the customer contact approach in light of advanced digital technologies.Design/methodology/approachThe authors review the origins and history of the customer contact approach and show ways it has been refined in research literature. From that they demonstrate how the refined approach can be applied to contemporary conditions.FindingsRecent advances in digital technologies have indeed required us to revise our conceptualization of customer contact. There is now a blurring between front-office and back-office operations. Emerging technologies are allowing customers to have high-contact experiences with low-contact efficiencies.Research limitations/implicationsGoing forward, conceptualizations of customer contact are becoming increasingly complex and requiring increasingly complex models. Armed with self-service technologies, customers are able to permeate the “buffered core” of service businesses. Artificial intelligence and anthropomorphic devices have further blurred the distinction between front-office and back-office operations. Research will need to consider new forms of technology-enabled customer contact.Practical implicationsCustomer contact is no longer limited to interpersonal interactions and the relationships between service providers and customers are increasingly complex. Customers may interact with automated service providers, or service providers may interact with customer technologies. New forms of customer contact may not involve humans at all, but instead involve technologies interacting with technologies.Originality/valueThe customer contact approach to service was one of the original models of service design. By revisiting and revising the model we bring it in-line with the realities of the contemporary service economy.
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Mandal, Pratap Chandra. "Public Policy Issues and Technoethics in Marketing Research in the Digital Age." International Journal of Technoethics 12, no. 1 (January 2021): 75–86. http://dx.doi.org/10.4018/ijt.2021010105.
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Companies collect customer information in marketing research to understand customers and generate customer insights. Various public policy and ethical issues are associated with the process. The issues include intrusions on consumer privacy; misuse, misinterpretation, and misrepresentation of research findings; ethical and social dilemma in the collection of customer information; and ethical dilemma in generating customer insights through neuromarketing and its applications. In this digital age, it is easier to invade consumer privacy. Companies abide by the various laws and regulations enforced to protect customers and adopt a number of initiatives to convince their customers. Understanding of the various public policy and ethical issues and addressing such issues by adopting proper initiatives will help companies convince customers, build effective customer relationships, and achieve business excellence. The understanding might also help policymakers to appreciate the customer requirements and devise policies, rules, and regulations accordingly.
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Mandal, Pratap Chandra. "Public Policy Issues in Direct and Digital Marketing – Concerns and Initiatives." International Journal of Public Administration in the Digital Age 6, no. 4 (October 2019): 54–71. http://dx.doi.org/10.4018/ijpada.2019100105.
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Companies require information about customers to understand them, know their preferences, and develop relationships with them. Companies employ a number of direct and digital marketing channels to collect information and intelligence about customers. Marketers adopt a number of unfair practices for collecting information through direct and digital marketing and this raises concerns about consumer privacy. The article discusses the various aspects of consumer privacy and the need for protecting consumer privacy. The article further focuses on the various regulations enforced by regulatory bodies and governments of countries to protect customers. Various initiatives taken by companies to protect customers are discussed. Direct and digital marketing channels allow companies to collect information and intelligence about customers and to influence them. However, companies should be sensitive to customer concerns. This will help companies in building long-term customer relationships.
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Shin, Jae Woo, Ji Yeon Cho, and Bong Gyou Lee. "Customer perceptions of Korean digital and traditional banks." International Journal of Bank Marketing 38, no. 2 (September 2, 2019): 529–47. http://dx.doi.org/10.1108/ijbm-03-2019-0084.
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Purpose The purpose of this paper is to compare customer experience (CE) between digital and traditional South Korean bank users and its relationship with customer satisfaction (CS). Design/methodology/approach A survey of bank customers was conducted, and an ANOVA test was performed to compare the means of CS between digital and traditional bank (TB) users as well as four dimensions of CE, such as usefulness, convenience, employee-customer engagement (ECE) and security. The ordinal regression analysis was also performed to test the moderation effect of digital bank (DB) use on the relationship between CE and satisfaction. Findings The means of usefulness were higher among DB users than TB users. By contrast, ECE and security means were lower for digital than TB users. The ordinal regression analysis indicated that DB use had a moderating effect on the relationship between convenience and CS and the relationship between ECE and CS. DB use encouraged increased positive relationships between convenience and CS, and moderated the relationship between ECE and CS in a negative direction. Practical implications ECE and security for DBs is weak. Therefore, bank executives need to improve these areas through real-time customer services and adding authentication procedures. Originality/value Unlike previous studies, this study proposed a model that reveals differences in CE between traditional and DB users. It explored the effects of CE on CS to contribute to the continued development of South Korean DBs.
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Straker, Karla, and Cara Wrigley. "Emotionally engaging customers in the digital age: the case study of “Burberry love”." Journal of Fashion Marketing and Management 20, no. 3 (July 11, 2016): 276–99. http://dx.doi.org/10.1108/jfmm-10-2015-0077.
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Purpose – The purpose of this paper is to investigate how companies can design digital channels to evoke desired emotions. Design/methodology/approach – The successful business case of retailer Burberry has been examined to understand the strategy and customer engagement of digital channels implemented by decoding the emotional intensions. Findings – Results illustrate that the ability to create engaging interactions via digital channels with customers has a significant impact on growth, revenue and brand advocacy. Findings from this study provide a new empirical support for the proposition that emotions can be utilised to guide company digital strategy for building digital channel relationships with customers. Originality/value – This is the first study to examine the relationship between digital channels, emotion and customer responses to digital engagements. The inclusion of an emerging theory model is outlined to explain the successful process of reformulating business strategy through a dynamic and creative process of intersecting emotion, strategy and digital channels.
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Zhang, Yingli, Hong Zhao, Yimei Hu, and Ge Yao. "Smart Community Service Brand Functional Value and Sustainable Brand Relationship—The Mediating Role of Customer Emotional Cognition." Sustainability 13, no. 4 (February 8, 2021): 1833. http://dx.doi.org/10.3390/su13041833.
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More and more companies are developing customer service by building Smart Community Service Brand Platforms (SCSBP). However, the impact of digital platform functions on sustainable brand relationships, and the mediating mechanism of customer’s emotional cognition are still unclear. The functional value of digital services in the property service industry focuses on three dimensions, including service efficiency, personalization, and social interaction. Regarding consumers’ emotional cognition aspect, we investigate value consistency and brand image. The empirical analysis findings suggest: (1) the functional value of smart community service has a significant positive impact on consumers’ emotional cognition and is positively related to the construction of sustainable brand relationships; (2) consumers’ emotional cognition of smart community service is positively related to the sustainable brand relationship; (3) consumers’ emotional cognition plays a complete mediating role between service efficiency and sustainable brand relationship, demonstrating a partial mediating role between personalization and social interaction aspects of functional value and sustainable brand relationship. This study contributes to the customer-based sustainable brand relationship theory in the digital service environment and provides a reference for companies to continuously improve the SCSBP and customer-based brand construction.
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Oré-Calixto, Sofía, and Wagner Vicente-Ramos. "The effect of digital marketing on customer relationship management in the education sector: Peruvian case." Uncertain Supply Chain Management 9, no. 3 (2021): 549–54. http://dx.doi.org/10.5267/j.uscm.2021.6.007.
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The objective of the research was to determine the impact of Digital Marketing on customer relationship management (CRM) in an educational institution in central Peru. The study was carried out from the quantitative approach, with a non-experimental correlational transactional research design. A questionnaire was applied to 228 parents between the ages of 30 and 50 who belong to an educational institution in the city of Concepción in Peru. Using the structural equations model, it was found that Content Marketing has a significant influence on the operational management of customer relationships (p <0.05), as well as on the analytical management of customer relationships (p <0.05). Regarding the Marketing of social networks, it was identified that it has a significant influence on the operational management of customer relationships (p <0.05), as well as on the analytical management of customer relationships (p <0, 05), because the media used by educational institutions are attractive to parents. It is concluded that Digital Marketing has a great impact on customer relationship management (CRM) in the educational sector of a city in central Peru.
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Sashi, C. M. "Digital communication, value co-creation and customer engagement in business networks: a conceptual matrix and propositions." European Journal of Marketing 55, no. 6 (January 29, 2021): 1643–63. http://dx.doi.org/10.1108/ejm-01-2020-0023.
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Purpose Technological innovations that resulted in the emergence and widespread adoption of digital communication in recent years have led to a surge of academic and practitioner interest in its implications for the co-creation of value and customer engagement. However, in comparison to the attention given to the study of customer engagement in consumer markets, few studies have examined its key role in business markets. This paper aims to examine the impact of digital communication on value co-creation and customer engagement in inter-organizational relationships in business networks. Design/methodology/approach Co-creation of value and customer engagement in business networks occurs among interconnected organizations that are partners in intermediate transactions. The paper develops a matrix of inter-organizational engagement among partners in business networks and propositions linking digital communication to value co-creation and inter-organizational engagement. Findings The relationships among network organizations may be characterized by the extent of relational exchange and inter-organizational bonds among them. Four types of inter-organizational engagement emerge: transactional partners, loyal partners, trusted partners and engaged partners. The partners co-create value to better satisfy customers. Research limitations/implications The paper is an initial attempt to develop a conceptual understanding of customer engagement in business markets and formulate propositions that can be further investigated. Networks of partner organizations co-create value, altering their input and output markets, value addition and products, permitting greater flexibility and customization in satisfying the needs of customers. Practical implications The ability afforded by digital communication for real-time interactive communication enables individuals from multiple departments and hierarchical positions within multiple organizations dispersed across geographic locations and industries to maintain contact, quickly and easily communicate task information, build trust and commitment in long-term relationships with network partners and provide superior customer value. Originality/value The paper represents a unique attempt to understand the nature of customer engagement in business markets. It discusses how digital communication alters market transactions among partner organizations in a network by facilitating changes in their make/buy decisions. It develops a matrix of inter-organizational engagement in business networks and propositions that improve understanding of the customer engagement concept and provide the foundation for strategies to better satisfy customers.
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Bacile, Todd J. "Digital customer service and customer-to-customer interactions: investigating the effect of online incivility on customer perceived service climate." Journal of Service Management 31, no. 3 (May 4, 2020): 441–64. http://dx.doi.org/10.1108/josm-11-2018-0363.
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PurposeThe domain of digital service not only includes digital service products made available for purchase but also the provision of digital customer service, such as customers seeking support on brands' social media channels. This type of digital customer service introduces new challenges not found in offline service recovery situations. This research highlights one such occurrence by investigating customer-to-customer (C2C) interactions during digital service recovery. In particular, dysfunctional dialog, such as online incivility (e.g. rude and insulting comments), directed at a complainant by a fellow customer is investigated.Design/methodology/approachSurvey data from an online panel are utilized to test the hypothesized relationships between dysfunctional customer behavior (i.e. online incivility), C2C interactional justice, customer perceived service climate and three forms of experiential value using partial least squares structural equation modeling (PLS-SEM).FindingsThe results show that customer perceptions of the firm's service climate are negatively affected by online incivility but only when such incivility produces C2C injustice. This outcome is notable due to the strong relationship found between customer perceived service climate and the following three forms of online experiential value: sociability, hedonic and pragmatic value. Thus, a weakened service climate subsequently leads to weakened experiential value for complainants.Research limitations/implicationsThe theoretical implications of two nascent constructs, C2C interactional justice and customer perceived service climate, are further developed with reference to digital customer service situations. In particular, given that prior research has focused on customer perceptions of service climate in core consumption situations of enjoyable face-to-face service experiences, it has only considered optimal or extremely positive service climate assessments in non-digital contexts. This study expands the understanding of the customer perceived service climate construct by examining the implications of a sub-optimal service climate in a digital customer service situation of an unenjoyable service experience. The limitations include a small sample size, the use of hypothetical scenarios and a failure situation limited to a single industry.Practical implicationsManagers who oversee social media channels or online communities must be prepared to act upon C2C online incivility. Deeming such communications as innocent online chatter not worthy of company intervention is a mistake, as the results of this study show that such inaction may lead to negative customer perceptions of the digital service environment and harm the customer experience.Originality/valueThis work develops a greater understanding of the importance of C2C interactional justice and customer perceived service climate in online customer service situations that prior research has yet to establish. In particular, previous studies have not investigated the negative effects of a situation that produces sub-optimal customer perceptions of a service climate.
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Taiminen, Kimmo, and Chatura Ranaweera. "Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing." European Journal of Marketing 53, no. 9 (September 9, 2019): 1759–81. http://dx.doi.org/10.1108/ejm-10-2017-0794.
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Purpose The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand relationships. Design/methodology/approach Through an online survey, data were collected from the email marketing list of a large B2B brand, and the hypothesised research model was analysed using covariance-based structural equation modelling. Findings This paper identifies a bundle of helpful brand actions – providing relevant topics and ideas; approaching content with a problem solving orientation; as well as investing in efforts to interpret, analyse and explain topics through DCM – to foster relationship value perceptions and brand trust. Critically however, cognitive-emotional brand engagement is shown to be a necessary requirement for converting these actions into relationship value perceptions. Research limitations/implications This paper furthers the understanding of the dual role of helpful brand actions in functionally oriented DCM. Additionally, this paper offers evidence of the central role of cognitive-emotional brand engagement in influencing value-laden customer–brand relationships. Practical implications This paper introduces a bundle of helpful brand actions that forms the basis for the dual roles of a brand in enhancing customer value and in fostering brand engagement and building relationships. This approach helps practitioners to steer brand-related perceptions arising from DCM interactions towards building trusted brand relationships. Originality/value This paper contributes to the marketing literature by revealing a potential approach to DCM in managing customer relationships. Instead of focusing solely on the content benefit-usage link to support engagement, this paper reveals the potential of helpfulness as a brand-initiated DCM engagement trigger in engaging customers with the brand, vis-à-vis the content.
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Heinonen, Kristina, and Thomas Michelsson. "The use of digital channels to create customer relationships." International Journal of Internet Marketing and Advertising 6, no. 1 (2010): 1. http://dx.doi.org/10.1504/ijima.2010.030430.
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Shin, Jae Woo. "Mediating effect of satisfaction in the relationship between customer experience and intention to reuse digital banks in Korea." Social Behavior and Personality: an international journal 49, no. 2 (February 4, 2021): 1–18. http://dx.doi.org/10.2224/sbp.9753.
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Digital banks based on new transaction systems, such as those developed in financial technology contexts, have begun to challenge and compete with traditional banks. Against this backdrop, in this study I examined how customer experience of digital banking, including usefulness, convenience, employee–customer engagement, and security, affected their satisfaction and reuse intention, and how customer satisfaction mediated the relationship between customer experience and reuse intention. To do this I conducted a survey with 247 Korean digital bank users. Structural equation modeling was used to test the relationships between the variables and further compare full and partial mediation models. The empirical results reveal that the four customer experience variables positively influenced reuse intention through satisfaction. These findings add to understanding of the mechanisms of customer reuse of digital banks, and provide practitioners with meaningful implications for developing strategies to improve customer and bank management.
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Kucharska, Wioleta. "Online brand communities’ contribution to digital business models." Journal of Research in Interactive Marketing 13, no. 4 (November 20, 2019): 437–63. http://dx.doi.org/10.1108/jrim-05-2018-0063.
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Purpose There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation. Design/methodology/approach Data were collected from a convenience sample of 712 cases gathered among young European Facebook users via an electronic survey and analyzed using the structural equation modeling method. Findings Customer–other customers’ identification is a pivotal factor in influencing brand community identification. Practical implications If companies want to implement online brand communities into business models effectively and co-create brand value, they need deliver brand content useful for customer self-expression and social interaction to enhance consumer-brand identification and customer–customer social bonds which enable to transform the audience into a community. Focusing on the constant reinforcement of online brand community by supporting customer–customer relationships is critical for voluntary value co-creation. Originality/value The main contribution of this study to the literature on online brand communities is the presentation and empirical verification of pivotal social mechanisms of online brand community identification considered as a starting point to potential co-creation and capturing value based on the social presence theory.
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Jean, Ruey-Jer Bryan, Daekwan Kim, Yung-Chih Lien, and Sangbum Ro. "The moderating effect of virtual integration on intergenerational governance and relationship performance in international customer–supplier relationships." International Marketing Review 37, no. 3 (May 11, 2020): 579–92. http://dx.doi.org/10.1108/imr-03-2019-0102.
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PurposeWith the growing trend of digital technology in global supply chains, how to manage global supply chain relationships under digital transformation becomes a critical issue. However, academic research in this area is sparse. This study develops and tests a theoretical framework of the moderating effect of virtual integration on interorganziational governance in international customer supplier relationships.Design/methodology/approachWe chose to examine the specific cross-border relationships between Taiwanese suppliers and their international OEMs because Taiwanese suppliers tend to be smaller than their international OEM customers, and thus their relationships usually show power asymmetry. Furthermore, the Taiwanese electronics industry offers a valuable empirical context because its industry members have served as pioneers in information technology development, have championed cross-border relationships with US and European industry leaders and are actively participating in the world economyFindingsOur empirical findings indicate that virtual integration will strengthen the effect contractual governance on relationship performance. However, the moderating effect of virtual integration on relational governance is not significant. The paper discusses the theoretical and managerial implications in the end.Originality/valueThis study contributes to interorganizational governance literature in international contexts. Previous work on international relationship management has focused much on MNE buyers' perspectives and paid little attention to the suppliers' perspectives. This study extends this stream of research by empirically examining how suppliers can govern their MNEs' customers via different governance mechanisms. The findings extend literature on virtual integration and show that virtual integration can complement detailed contract and safeguard opportunism, which in turn, enhance relationship performance in international customer–supplier relationships.
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Imanova, G. E. "Selection of digital marketing technology via AHP (PIA) method." Azerbaijan Oil Industry, no. 2 (February 15, 2021): 29–32. http://dx.doi.org/10.37474/0365-8554/2021-2-29-32.
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Developing technologies contributes to the digitalizing of customer-company relationships and changes of marketing principals in various directions. Digital technologies of marketing ultimately changed the individual methods of encouragement towards increasing manufactured products, price boost for additional income, sale places, and changes of ways for mutual communication to satisfy customer requests and impact the customer making decision for purchase as well. As a result, the supplier may affect the customer’s behavior via the right choice of product/service through different developed marketing technologies. The paper analyzes the process of choice for optimum digital marketing between artificial intellect, internet of the things, virtual and augmented realities (VR/AR). This study justifies the choice among three best marketing technologies corresponding to the required criterion via the method of AHP (PIA – process of hierarchic analysis).
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Portes, Audrey, Gilles N’Goala, and Anne-Sophie Cases. "Digital transparency: Dimensions, antecedents and consequences on the quality of customer relationships." Recherche et Applications en Marketing (English Edition) 35, no. 4 (December 2020): 72–98. http://dx.doi.org/10.1177/2051570720973548.
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This research focuses on transparency in a digital environment, examines how it is perceived by customers through different evaluations (perceived clarity, objectivity, and openness), and examines how each of these dimensions affects customer trust and engagement to the brand. It pointed out that judgments of transparency differ according to the relationship that consumers have personally developed with their digital environment (literacy, consumer acumen, and concern for privacy). Based on an empirical study conducted in e-commerce ( N = 445), the results show that perceived clarity – unlike perceived objectivity – is accompanied by a decline in trust and has a direct impact on engagement. On the contrary, perceived openness encourages engagement but not trust. This research highlights how consumer literacy and consumer acumen promote the perception of transparency, while concern for privacy degrades it. Theoretical and practical implications are then drawn from this research.
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Kim, Jiyeon, Joohyung Park, and Paige L. Glovinsky. "Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers." Journal of Fashion Marketing and Management: An International Journal 22, no. 3 (July 9, 2018): 301–16. http://dx.doi.org/10.1108/jfmm-03-2017-0027.
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Purpose The purpose of this paper is to investigate how customer involvement in product development creates an emotional connection, satisfaction, and subsequent loyalty toward fast-fashion retailers across high vs low fashion-conscious consumers. Design/methodology/approach Both qualitative and quantitative methods were used to gain understandings of the impacts of customer involvement. To explore customers’ general perceptions of fast-fashion retailers, a focus group interview with 11 US students was conducted. Data for a hypothesis test were obtained from 306 US female consumers and analyzed through structural equational modeling. Findings The findings underscored the relational benefits of involving customers in product development and the substantial moderating impact of female customers’ fashion consciousness. Practical implications The study’s findings support that the customer-brand relationship can be solidified by proactively involving customers in product development. This is beyond benefits derived from leveraging customers’ operant resources in product innovation. Thus, apparel retailers should take such interactive opportunities to build relationships with customers. Also, involving customers in product development can be a critical way for fast-fashion retailers to establish an emotional bond with and loyalty from consumers with a low level of fashion consciousness. Thus, any digital opinion platform designed to foster customer involvement should be managed with the customer-brand relationship in mind. Originality/value This study contributes to the emerging body of literature on customer involvement in product development in fast-paced retailing by elucidating the psychological process through which their participation strengthens the customer-brand relationship manifested in emotional, evaluative, and behavioral responses to the brand, and by identifying a consumer attribute that fortifies this process.
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Singh, Sonia, Subhra Mondal, Lata Bajpai Singh, Kalyan Kumar Sahoo, and Subhankar Das. "An Empirical Evidence Study of Consumer Perception and Socioeconomic Profiles for Digital Stores in Vietnam." Sustainability 12, no. 5 (February 25, 2020): 1716. http://dx.doi.org/10.3390/su12051716.
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Digital stores are spreading their tentacles slowly in Vietnam, the most upcoming economy of the ASEAN region, so it is a relevant and contemporary study to know the perceptual thought and socioeconomic profiles of customers. Since there is a lack of independent study in this area, the relationships can be researched and presented. The context of digitization and consumerism is slowly growing in the Vietnamese market. So, this article studies the factors influencing online consumer perception and purchase orientation for digital stores operating in Vietnam through apps and websites. This study is a bi-phase study. In the first phase, constructs, such as digital store images, digital customer loyalty, satisfaction and digital socio-economic profiles of consumers, are examined. In the second part, the empirical analysis is carried by the authors. The study is done by SPSS 22, R studio, and R-cran software packages. Exploratory factor analysis, confirmatory factor analysis, very simple structure (VSS) criterion, and parallel analysis are used for the study. Customers have an almost balanced view of shifting to other stores and the image of the digital store, which makes the price have a substantial effect on the digital store image. The education and empathetic nature of employees also affect the way customers complain, and the way delivery is handled, which is Factor 1 for the model. Factor 2 is promotion, pricing, billing ease, or proper billing, which influence the purchasing power of the customer. So, the service provider or digital store has to be cautious of a specific socioeconomic variable. Digital store image is significantly about complaint handling methods, promotional aspects, and image-driven pricing. So the digital store has to be more careful about these factors. So, from the model, it can be concluded that digital consumers’ socioeconomic profiles, the price of the product, and the digital store’s image appear to have a significant relationship. A consumer pattern is having the education and the period of purchase, which explains the relationship better. The level of education and the period of purchase from a digital store also have significant differences among each other. Thus, the digital service provider should consider the level of education and the period of continuous purchase from a digital store as the criteria for evaluating digital customer loyalty. The price of the product seems to be significant as a variable too. The digital store image appears to be substantial for grievances, promotion, and image driven by price. So this considerable relationship has to be taken into consideration by the service provider while focusing on making decisions for customer loyalty.
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Ho, Ching-Wei, and Yu-Bing Wang. "Does Social Media Marketing and Brand Community Play the Role in Building a Sustainable Digital Business Strategy?" Sustainability 12, no. 16 (August 10, 2020): 6417. http://dx.doi.org/10.3390/su12166417.
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This study investigates the effects of customer relationships on a brand’s social network website (BSN) for virtual and physical retail channels in the digital business environment. The authors also further explore the sustainable customer relationships with virtual and physical retail channels (i.e., consumer–community identification, CCI; and consumer–retailer love, C-R Love) and customer attitudinal/behavioral loyalty toward a retailer (re-purchase and word of mouth, WOM). The authors develop a framework to describe and examine the connections among customer relationships for BSN, CCI, C-R Love, and user loyalty for a retailer. Furthermore, it tests the mediating effects of virtual (i.e., CCI) and physical (i.e., C-R Love) channels on the correlation between BSN relationships and customer loyalty. The model and hypotheses in this study employ structural equation modeling with survey data. The study shows that partial customer relationships in BSNs directly or indirectly influence CCI and C-R Love, and both CCI and C-R Love positively influence re-purchase intentions and WOM communications. This study contributes a unique model for a process by which the customer relationships in BSNs can affect a sustainable retail loyalty through the virtual/physical channels. This finding can be viewed as pioneering and as setting a benchmark for future research.
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Mele, Cristina, Tiziana Russo-Spena, Marco Tregua, and Cristina Caterina Amitrano. "The millennial customer journey: a Phygital mapping of emotional, behavioural, and social experiences." Journal of Consumer Marketing 38, no. 4 (June 7, 2021): 420–33. http://dx.doi.org/10.1108/jcm-03-2020-3701.
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Purpose The wider possibility of connectivity offers additional opportunities for customers to experience value propositions. The online world is only one side of the customer experience. The integration of digital technologies, social presence and physical elements increases the complexity of customer journey. This paper aims to map the phygital customer journey by focusing on millennials. Design/methodology/approach The study adopted a qualitative methodology to investigate 50 millennials from Italy. Millennials had to describe, in two phases, a journey they had recently made. First, they used sticky notes with no restrictions on expressing their feelings and structuring their CJ. Second, customers transferred the sticky notes’ contents, consider the information provided and map the journey with additional details using the Uxpressia software. Findings This paper frames the Millennials customer journey as a cycle of four moments: connect, explore, buy and use. Each moment enacts the customer experience as a mixture of emotional, behavioural and social responses. Online and offline interactions blur the boundaries between the physical and digital world (i.e. phygital): millennials move back-and-forth or jump from one action to another according to the evolving path of emotions and interactions. Originality/value The phygital customer journey provides an alternative understanding of customer journey occurring as a fuzzy process or loop. A phygital map develops as a circular path of moments seen as phenomenological microworlds of events, interactions, relationships and emotions.
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Varis, Iryna, Oksana Kravchuk, and Sofiia Zavhorodnia. "Business’s digital transformation: choice, implementation and improvement of CRM-systems." Marketing and Digital Technologies 5, no. 2 (June 29, 2021): 48–66. http://dx.doi.org/10.15276/mdt.5.2.2021.5.
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The aim of the article. The aim of the article is to determine the essence, advantages and disadvantages of business’s digital transformation, describe the importance of business-process management through its digital transformation, define the nature, types and capabilities of CRM-systems, identify and describe trends in their development, analyze the results of prior researches and select the most popular CRM-systems, as well as research for existing problems of using defined CRM-systems, suggest recommendations for eliminating shortcomings of existing CRM-systems. Analyses results. The coronavirus pandemic has forced companies to rapidly change business processes and shift to remote work, which in turn has led to widespread using of CRM systems in customer relationship management. The modern market offers different goods and services, but they are mostly similar in many ways. The question is how to keep the customer for a long time? The introduction of CRM systems will help answer this question. The definition of CRM stands for Customer Relationship Management, which refers to all the strategies, methods, tools and technologies that a business uses to develop, retain and attract customers. Customer Relationship Management is a special approach of doing business, where the first priority of the company is to focus on the client. The main purpose of the CRM strategy is to create a single ecosystem, which helps to attract new and develop existing customers. Managing relationships means attracting new customers, turning neutral customers into loyal ones, and forming business partners from regular customers. The concept of CRM means that separate business tools are combined into a well-established system. CRM includes programs for collecting customer’s data, managing transactions, control and monitoring manager’s decisions, analytics and forecasting. The article considers the essence of modern transformation of business processes, their advantages and disadvantages, defines the concepts, types, existing opportunities and trends in CRM-systems. The article analyses the experts’ opinions of the most popular modern CRM-systems and generalizes its shortcomings, measures the main elimination of revealed problems. The article conducted a study based on a survey of experts, the main purpose of which was to identify the share of popular CRM-systems among consumers, as well as to identify the main problems and limitations of these systems. Conclusions and directions for further research. The main goal of the CRM strategy is to create a single ecosystem for attracting new customers and developing existing ones. The main tasks of CRM-systems include: attracting new customers through various channels, communication, choice of interaction strategy, Purchase funnel, document management, closing sales, re-communication and analytics of the company. There are three types of CRM systems: desktop, client-server and cloud systems. The main trends in CRM systems development include: increasing usage of artificial intelligence, service automation, data integration, usage of blockchains and social CRM-system, a large number of different applied subsystems and voice interface. The most popular systems are proved to be: Agile CRM, Salesforce Sales Cloud, Zoho CRM, Dynamics 365 and Bitrix24. The main problems of existing CRM-systems can be identified as: slow work on query processing and data output; wasting time on system administration; a large number of built-in tools increases the time to get used with the system; high cost of service, etc. Prospects for further development of CRM-systems include: integration with Big Data and AI; usage of voice technologies as a method for increasing operational efficiency; usage of data from social networks; as well as the creation of a single and common approach of customer identification. In the future, vendors should simplify their product versions and reduce the number of tools to basic, which will reduce the monthly fee for service, as well as speed up data processing by the system, due to the lack of unnecessary add-ons. On the other hand, companies that use CRM systems in their daily work should pay more attention to the integration CRM systems with social networks, which contain essential share of information about their target audience and existing customers.
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Tan, Kok Sheng, and Preethi Subramanian. "Proposition of Machine Learning Driven Personalized Marketing Approach for E-Commerce." Journal of Computational and Theoretical Nanoscience 16, no. 8 (August 1, 2019): 3532–37. http://dx.doi.org/10.1166/jctn.2019.8319.
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The ubiquity of digital devices and Internet has formed a constantly connected online environment which led to the extensive adoption of e-commerce. However, the active participation of growing number of stakeholders intensifies the highly competitive landscape of the dynamic e-commerce market and the scarcity of trust in e-commerce business impede the generation of consistent sales growth. The obstruction necessitates the implementation of innovative marketing strategies to enhance the relationships with customers to develop customer loyalty. Therefore, a machine learning driven personalized marketing approach is proposed to facilitate the implementation of personalized marketing in which there are 2 significant sequential elements namely, the development of personalized marketing contents and delivery of the contents to prospective customers. Cluster analysis is employed to perform customer segmentation to discover customer segments due to the capability of the analysis to identify similarities in customer preferences in which the discovered customer segments are used to construct personalized marketing contents. In addition, artificial neural network is employed to predict prospective customers due to the capability of artificial neural network to comprehend complex relationships between customer demographics and buying behaviour in which the prediction facilitates the delivery of the constructed personalized marketing contents to potential repeat customer to optimize the marketing initiative. The combination of cluster analysis and artificial neural network empowers the construction of an efficacious marketing pipeline which enhances the competency of e-commerce businesses.
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Joshi, Maheshkumar, and Ira Yermish. "The Digital Economy: A Golden Opportunity for Entrepreneurs?" New England Journal of Entrepreneurship 3, no. 1 (March 1, 2000): 15–21. http://dx.doi.org/10.1108/neje-03-01-2000-b003.
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Hänninen, Nora, and Heikki Karjaluoto. "The effect of marketing communication on business relationship loyalty." Marketing Intelligence & Planning 35, no. 4 (May 6, 2017): 458–72. http://dx.doi.org/10.1108/mip-01-2016-0006.
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Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) collected from customers of Finnish manufacturing companies operating in the paper, mineral, and metal-processing industries. Findings The effects of customer-perceived value on customer loyalty are both direct and indirect, as marketing communications partially mediate this relationship. The customer-perceived effectiveness of various marketing communication channels adds more to loyalty formation than the perceived quality of marketing communications. Practical implications Of special interest for marketing practitioners is the channel-specific approach to the effectiveness of marketing communications. Results suggest that personalized channels would be the most important mediators of the effects of perceived value on loyalty and also bring up the possibility of combining personalized direct communication with new cost-effective digital channels. Originality/value Relatively little research has examined the mediating role of marketing communications in the relationship between perceived value and loyalty in the B2B context.
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Lipiäinen, Heini Sisko Maarit. "CRM in the digital age: implementation of CRM in three contemporary B2B firms." Journal of Systems and Information Technology 17, no. 1 (March 9, 2015): 2–19. http://dx.doi.org/10.1108/jsit-06-2014-0044.
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Purpose – The purpose of this study was to contribute to the current discussion on digitization in companies’ marketing from a customer relationship management (CRM) perspective by examining the role and objectives of CRM and the exploitation of social media to serve the objectives of CRM in contemporary business-to-business (B2B) companies. Design/methodology/approach – The data are collected through semi-structured themed interviews with key marketing/sales managers from three B2B firms. Findings – CRM seems to be moving closer to the company’s core activity and becoming everybody’s business to a greater extent than ever before, but its main goal, to enhance customer relationships, will not necessarily change. Understanding the customer is vital and requires different functions to cooperate closely to ensure the firm has the best possible understanding of its customers. Public social media tools played almost no part in CRM, but closed social media systems might have potential in the future. Research limitations/implications – The chosen research approach limits the generalization of the results. Practical implications – It seems likely that firms will benefit from a collaborative working style over the traditional silo approaches. For B2B firms, public social media does not seems to be the most suitable source to serve CRM but private social media channels might have potential in the future. Originality/value – The lack of empirical examination of the change from company ecosystem to customer ecosystem from a CRM perspective, and the lack of research on social media for CRM in the B2B context, determines the purpose of this study. Furthermore, digitization is a rather new and unstructured phenomenon and many companies are still considering how to reconcile to it.
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Mbama, Cajetan Ikechukwu, Patrick Ezepue, Lyuba Alboul, and Martin Beer. "Digital banking, customer experience and financial performance." Journal of Research in Interactive Marketing 12, no. 4 (October 8, 2018): 432–51. http://dx.doi.org/10.1108/jrim-01-2018-0026.
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Purpose This study aims to examine managers’ perceptions of digital banking’s (DB) effect on customer experience and banks’ financial performance. Design/methodology/approach The research uses interviews from the senior UK bank managers to gather their views on DB’s impact on customer experience and financial performance. The interviews were thematically analysed to produce results and a model. Findings The attributes affecting DB experience are as follows: service quality, functional quality, perceived value, service customisation, service speed, employee–customer engagement, brand trust, DB innovation, perceived usability and perceived risk. They affect customer experience, satisfaction and loyalty and financial performance. The research revealed relationships amongst these attributes (e.g. brand trust and loyalty). Research limitations/implications The study is a UK bank specific and can be replicated in other developed countries’ banks, helping in further comparison. However, DB is conducted globally, which implies that the findings are robust enough to be potentially applied in other countries. The proposed model shows customer experience drivers and outcomes through managers’ views, which can be theoretically tested. Practical implications The findings suggest important attributes (as above) for consideration to improve DB customer experience and financial performance. They show the relevance of employee–customer interaction, service personalisation, value proposition, quality service offering and DB experience, which have useful implications for improving DB design and interactive marketing. Originality/value Gauging DB customer experience as perceived by bank managers has not been studied in this way, highlighting DB effectiveness, which is important for multi-channel marketing and banks’ financial performance, and advances theory.
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Kamalaldin, Anmar, Lina Linde, David Sjödin, and Vinit Parida. "Transforming provider-customer relationships in digital servitization: A relational view on digitalization." Industrial Marketing Management 89 (August 2020): 306–25. http://dx.doi.org/10.1016/j.indmarman.2020.02.004.
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Magno, Francesca, and Fabio Cassia. "Establishing thought leadership through social media in B2B settings: effects on customer relationship performance." Journal of Business & Industrial Marketing 35, no. 3 (September 6, 2019): 437–46. http://dx.doi.org/10.1108/jbim-12-2018-0410.
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Purpose Establishing thought leadership by disseminating relevant digital content through social media has become one of the main priorities for marketers in business-to-business (B2B) settings. However, academic research has only recently started to address this phenomenon. In particular, researchers have not yet examined whether and how thought leadership positively influences a firm’s relationship with its customers. This paper aims to propose and test a model to explain how a firm’s thought leadership improves its customer relationship performance. Design/methodology/approach A cross-sectional research design was applied using covariance-based structural equation modeling to estimate the suggested model. Data were collected from a sample of 160 firms in different industries that create and share content on social media. Findings Thought leadership on social media positively influences brand performance and, in turn, customer relationship performance in B2B settings. Moreover, establishing thought leadership on social media results from specific thought leadership capabilities and is supported by social media capabilities. Research limitations/implications This study advances knowledge on social media thought leadership in B2B settings by proposing and testing a model that combines available insights from three distinct but interrelated B2B streams of studies: branding, social media marketing and thought leadership. Moreover, this study conceptualizes the effects of thought leadership, which is consistent with the relational nature of B2B settings. In fact, it explores thought leadership as a means to maintain and strengthen business relationships. However, further studies are needed to explore detailed strategies that affect the effectiveness of thought leadership. Practical implications The results provide managers with evidence on the effectiveness of a thought leadership strategy. Establishing thought leadership on social media can help to nurture customer relationships over time. By sharing valuable content, suppliers can continuously demonstrate their cutting-edge competences and expertise, thus keeping their brand relevant to customers. Originality/value This is the first study to provide evidence of the benefits of social media thought leadership on customer relationships in B2B settings.
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Dorotic, Matilda. "Keeping Loyalty Programs Fit for the Digital Age." NIM Marketing Intelligence Review 11, no. 1 (May 1, 2019): 24–29. http://dx.doi.org/10.2478/nimmir-2019-0004.
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AbstractThough some managers question the success of loyalty programs (LPs), the core idea of leveraging information gained through loyalty initiatives remains stronger than ever. But as LP membership penetration reaches all-time highs, customers demand more value from LPs. LP managers should leverage opportunities that mobile devices offer in increasing the convenience and communication with LP members. The integration of LPs with digital payment systems like mobile wallets seems particularly promising. Another way to become more attractive is by forming partnerships with other companies at which customers can collect and/or redeem points. Such partnership LPs hold appeal for retailers, particularly if potential partners might benefit from synergies. In the future of linked data, companies further need to be more flexible in terms of the types of customer engagements that will be rewarded. Many companies already move towards rewarding not only on past transactions, but also activities on social media. In the digital age, customers still enjoy some form of loyalty rewarding and expect retailers to acknowledge their purchases as investments in relationships.
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Weinstein, Art. "Creating Superior Customer Value in the Now Economy." Journal of Creating Value 6, no. 1 (March 17, 2020): 20–33. http://dx.doi.org/10.1177/2394964319898962.
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Companies today must have a customer value mindset and deliver exceptional value. Solid customer relationships ensure retention and improve business performance. This conceptual article explains how to create and manage customer value in changing global markets. Key business sectors and growth prospects in the Now Economy are described. The Now Economy requires companies to master the 5-S formula—speed, service, selection, sociability, and solutions. As millennials are a major part of the digital marketplace, their preferences are explored. A framework for introducing and enhancing customer value based on service, quality, image, and price (S-Q-I-P) is recommended for marketing managers. Customer-centric, strategic implications for relationship management are provided. In addition, a customer value research agenda—related to speed, time, segmentation, product strategy, pricing, and new technologies—is offered to scholars.
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Et. al., Dr Ennala Deepa,. "DIGITAL MARKETING A CATALYST IN CREATING BRAND IMAGE THROUGH CUSTOMER." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 4 (April 10, 2021): 1308–15. http://dx.doi.org/10.17762/turcomat.v12i4.1196.
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A famous quote says “Content is fire; social media is gasoline (by Jay Baer). If the product has content and the same can be marketed through various digital sources this will enhance the sales of the company. Through digital marketing nowadays marketers are building relationships through links. This paper speaks in point by point about computerized way of promoting the development and different instruments. Contrast between conventional promoting and advanced showcasing is additionally appeared, how digital marketing can help in making brand with the assistance of different devices getting associated. Brand creation is finished remembering the client, the paper discusses different advances associated with making brand through digital marketing.
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Hänninen, Mikko, and Anssi Smedlund. "On retail digital platforms suppliers have to become responsive customer service organizations." Strategy & Leadership 47, no. 1 (January 21, 2019): 37–43. http://dx.doi.org/10.1108/sl-04-2018-0036.
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Purpose We illustrate how multi-sided retail marketplaces enabled by a digital platform, engage suppliers, creating new rules of retail altogether. Specifically, we describe how these marketplaces create relational value for their suppliers, as through marketplaces like Amazon.com, suppliers are fully integrated members of the value-exchange relationship with the platform’s end-customers. Design/methodology/approach This paper is the result of a study of three leading marketplaces. We compared the marketplaces to understand the impact of the platform economy on the retail industry, including on the governance mechanisms and earnings logic. We identified supplier management as a key theme in our analysis, as on marketplaces such as Amazon.com, the management of supplier relationships differs from more traditional forms of retail, as in platforms, supplier quality reflects strongly on the reputation and reliability of the marketplace. Findings Our findings show that in addition to well-known customer engagement processes, the marketplaces also have supplier engagement processes in-place. Through engagement processes, marketplaces are able to lock-in suppliers, thus increasing the total value of the marketplace. For suppliers, marketplaces create relational value, in an industry where competition has traditionally centered on price, selection and location. Originality/value Thus far, studies have shown that companies differentiate through customer engagement. This paper looks at the same phenomena from the supplier side. We contribute to the understanding of complementor management in the platform economy. Based on our study, we expect that the novel concept of supplier engagement will transform how retailers interact with suppliers.
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Herhausen, Dennis, Oliver Emrich, Dhruv Grewal, Petra Kipfelsberger, and Marcus Schoegel. "Face Forward: How Employees’ Digital Presence on Service Websites Affects Customer Perceptions of Website and Employee Service Quality." Journal of Marketing Research 57, no. 5 (July 15, 2020): 917–36. http://dx.doi.org/10.1177/0022243720934863.
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Confronted with increasing digitalization, service firms are challenged to sustain customer loyalty. A promising means to do so is to leverage the digital presence of service employees on their website. A large-scale field study and several experimental studies show that the digital presence of service employees on the firm website increases current website service quality perceptions and positively shapes memories related to employee service quality perceptions from past service encounters. Both effects indirectly increase customer loyalty and, in turn, financial performance, and are amplified by employee accessibility and a service firm’s customer orientation. The authors examine further boundary conditions for the memory process: only service employees evoke the beneficial spillover effect to employee service quality perceptions, and the spillover effect does not generalize to evaluations of product quality. Remarkably, an employee’s digital presence, although factually unrelated, augments customer perceptions of service employees’ competence and commitment and thus strengthens rather than erodes service employees’ role in customer–firm relationships. Theoretical and managerial implications deepen the understanding of how to add a human touch to digital channels.
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Manser Payne, Elizabeth H., James Peltier, and Victor A. Barger. "Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms." Journal of Research in Interactive Marketing 15, no. 1 (February 1, 2021): 68–85. http://dx.doi.org/10.1108/jrim-10-2020-0214.
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Purpose The purpose of this study is to investigate the relationships that influence the value co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile banking (AIMB) service platforms. Design/methodology/approach A conceptual model was developed to investigate the value-in-use perceptions of AI-based mobile banking applications via five antecedents: baseline perceptions of current bank service delivery; service delivery configuration benefits; general data security; safety perceptions of specific mobile banking services; and perceptions of AI service delivery. Data were collected from 218 respondents and analyzed using structural equation modeling. Findings This study highlights the role and importance of the sequential relationships that impact the assessment of AIMB. The findings suggest that service delivery and the customer’s role in value co-creation change as AI is introduced into a digital self-service technology channel. Furthermore, AIMB offers transaction-oriented (utilitarian) value propositions more so than relationship-oriented (hedonic) value propositions. Research limitations/implications The sample consisted on digital natives. Additional age cohorts are needed. Practical implications As financial institutions redirect their business models toward digital self-service technology channels, the need for customers to feel comfortable while interacting with an AI agent will be critical for enhancing the customer experience and firm performance. Originality/value The authors extend the service-dominant logic (SDL) literature by showing that value co-creation is a function of both firms’ technologies and consumers’ value-in-use, a finding that appears to be unique in the literature. The authors advance the digital transformation literature by evaluating AIMB as an interactive process that requires an understanding of key technology constructs, including perceptions of baseline service relationships, desired service configurations, security and safety issues and whether AI is useful for value co-creation. To the best of the authors’ knowledge, this is the first SDL framework that investigates interactive and structural relationships to explain value-in-use perceptions of AIMB.
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Oncioiu, Ionica, Sorinel Căpușneanu, Dan Ioan Topor, Attila Szora Tamaș, Alina-Georgiana Solomon, and Tatiana Dănescu. "Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 5 (May 27, 2021): 1702–17. http://dx.doi.org/10.3390/jtaer16050096.
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The spread of social networks and the high level of penetration of digital content and mobile devices have created a society in which consumers expect constant communication from companies. In addition, communication on social media is often accompanied by the hope of being able to interact on an equal footing. In this way, companies hope that the use of social networks will not only increase sales, but also increase attention, brand page traffic, and customer loyalty. The purpose of this study was to provide the grounds for identifying the correlations between the interactive potential of social media based on dialogue-oriented communication and the quality of relationships with online customers. To achieve this goal, an online questionnaire was used in which 604 respondents from Romania participated (204 social media managers and 400 online customers). The results of the study showed that it is particularly important for companies to understand the role of interactive communication in social media and to thus build a bridge between the orientation of communication towards dialogue and relationships with online customers. It was found that the correct use of social networks could also support the achievement of public relation (PR) objectives. In addition, this study has implications for the development of customer-oriented online communication strategies by Romanian companies.
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Yohandy, Daniel Hadrian, and Gilbert Gutabaga Hungilo. "SCRM Analysis of PT. SupermarketBangunan with a Balanced Scorecard Approach." Indonesian Journal of Information Systems 3, no. 2 (February 18, 2021): 105. http://dx.doi.org/10.24002/ijis.v3i2.4204.
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The use of social media is increasingly varied and full of innovation along with the development of information technology. Initially it was intended as a means of communicating in the digital world and socializing with other people without being limited by distance and time, but now it is starting to have value in the business world. The earliest known and used examples are usage for promotions, advertisements, and info about new services. However, as companies become aware of the value of social relationships with customers, social media is again taking part for companies to maintain relationships with their customers. For business purposes, risk is a problem that must be minimized and even avoided. The application of social media in business is still risky and a standard assessment is needed to assess whether the return value that will be obtained is worth it or not. Therefore, this research uses a case study of a building materials PT in implementing Social Customer Relationship Management in business processes and assesses it using the standards of the Balanced Scorecard.
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Hashim, Maryam Jameelah, Mohd Faizal Kamarudin, Nur Afizah Muhamad Arifin, and Mohd Rahim Khamis. "Customer Benefits on Bitcoin as a Medium of Exchange." ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL 5, no. 1 (June 30, 2019): 22. http://dx.doi.org/10.24191/abrij.v5i1.9971.
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Cryptocurrency is a digital currency that is powered by blockchain technology. One of it is bitcoin, a system that is digitally created and traded tokens to which value is assigned. The level of adoption of bitcoin has accelerated due to several fiscal crises that leads to financial crashes that have affected the lives of millions of people. This has created a demand for new kinds of niche money. Issues need to be closely discussed before it is fully accepted by customers as a medium of exchange. Even though bitcoin is used as a medium of exchange, there is still no specific guidance and benefits to the users. The issues concernedare whether the customers will get the benefits of privacy, lower transaction costs and freedom in payment. Therefore, the aims of this paper are to identify the relationship between transaction cost, privacy and digital payment as a benefit of bitcoin as a medium of exchange. This research will be conducted in Klang Valley area and the questionnaires will be disseminated directly to respondents. These respondents will be identified using probability simple random sampling. A regression analysis will be conducted comprising 200 observations in Klang Valley, Malaysia. Partial least square-structural equation (PLS-SEM) will be used. In the measurement model, reliability will be assessed by examining the Composite Reliability (CR), while validity will be assessed by convergent validity and discriminant validity. Subsequently, structural model testing with 500 re-samples was applied to test the hypothesized relationships between exogenous variables and endogenous variable. Digital payment and privacy are statistically significant towards the benefit of using bitcoin as a medium of exchange. It was found that the digital payment contributes the highest benefit to the customers followed by privacy. The results provide interesting insight into the determinants for the customers benefit using bitcoin. Although the findings show significant results customers should always decide the good and bad thoroughly before finalizing their decisions on the usage of bitcoin. Therefore, it is hoped that this study will enrich the growing literature on the subject and future research needs to explore on the benefits of using bitcoin among the real users. This study is expected to give guidelines to the policymakers on the implementation of bitcoin as a medium of exchange. It is also expected that the results may provide interesting insight into the determinants of customer benefits using bitcoin. Simultaneously, it will contribute to the elements of industry, innovation and infrastructure.
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Sloboda, Larysa. "Cost-management in correspondent banking relationships." Geopolitics under Globalization 1, no. 2 (December 28, 2017): 21–33. http://dx.doi.org/10.21511/gg.01(2).2017.03.
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Cost-management is essential and highly specific sphere, which requires applying adequate decision- making approach as a part of the bank’s internal value creation process. Correspondent banking is a dynamically growing area of management and controlling methods applied in banks on the one hand and high risk financial segment of the regulators’ measures and expectations around the world on the other. The purpose of this research is to outline the main challenges for cost-management development in correspondent banking relationships (CBRs) around the world with recommendations for Ukraine. The paper explains the key reasons and essential components of cost-management system for managing risks and costs in CBRs based on the analytical results of transactions volume, comparing drivers of restriction of CBRs, rapidly growing number of different types of compliance and operational costs. As a result, the study highlights the cost-cutting measures based on digital assets solutions and blockchain technologies that can help banks to eliminate and lower costs of customer on-boarding, due diligence and money laundering prevention, foreign exchange and currency hedging, treasury and payment operations, liquidity and capital raising.
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Amalia, Farah, Ady Widyakto, and Lulus Parpti NSS. "DIGITAL MARKETING STRATEGY ON AGRICULTURAL PRODUCT (Case Study : UD Amalia Demak)." Economics and Business Solutions Journal 5, no. 1 (May 5, 2021): 39. http://dx.doi.org/10.26623/ebsj.v5i1.3338.
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<p><em>Offline marketing in agricultural products </em><em>needs high</em><em> cost. The high cost of marketing results in a less competitive selling price. Digital marketing is the right solution to this problem. This study aims to analyze the right digital marketing strategy for the company. The analytical method used is the analysis of Sostacs and Aida. The research result states that the company combines offline and online marketing. The media used are the marketplace and social media. </em><em>The marketplace Agromaret focused on providing complete information regarding massive products and promotions to drive sales transactions. Meanwhile, Social media facebook is focused on building relationships with customers and personal closeness to </em><em>create customer loyalty</em><em>.</em></p>
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Low, Sheen, Fahim Ullah, Sara Shirowzhan, Samad M. E. Sepasgozar, and Chyi Lin Lee. "Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia." Sustainability 12, no. 13 (July 3, 2020): 5402. http://dx.doi.org/10.3390/su12135402.
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Digital tools and marketing have been widely adopted in various industries throughout the world. These tools have enabled companies to obtain real-time customer insights and create and communicate value to customers more effectively. This study aims at understanding the principles and practices of sustainable digital marketing in the Malaysian property development industry by investigating the extent to which digital marketing has been adopted, the impediments to its adoption, and the strategies to improve digital capabilities for the local context. Digital marketing theories, practices, and models from other industries are adopted and applied to the local property development industry to lay the foundation for making it smart and sustainable. This paper proposes a marketing technology acceptance model (MTAM) for digital marketing strategy and capability development. The key factors used in the model are ease of use, perceived usefulness, perceived cost, higher return, efficiency, digital service quality, digital information quality, digital system quality, attitude towards use, and actual use. The model and hypothetical relationships of critical factors are tested using structural modeling, reliability, and validity techniques using a sample of 279 Malaysian property development sector representatives. A quantitative approach is adopted, using an online questionnaire tool to investigate the behavior of respondents on the current digital marketing practices and capabilities of Malaysian property development companies. The results show that the sample property development companies are driven by the benefit of easily obtaining real-time customer information for creating and communicating value to customers more effectively through the company brand. Further strategies, such as creating real-time interactions, creating key performance indicators to measure digital marketing, personalization, and encouraging innovation in digital marketing are most preferred by local professionals. An adoption framework is provided based on the reviewed models and results of the current study to help transform the Malaysian property development sector into a smart and sustainable property development sector by facilitating the adoption of digital technologies. The results, based on real-time data and pertinent strategies for improvement of the local property sector, are expected to pave the way for inducing sustainable digital marketing trends, enhancing capabilities, and uplifting the state of the property development sector in developing countries.
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Christ-Brendemühl, Sonja, and Mario Schaarschmidt. "Frontline backlash: service employees’ deviance from digital processes." Journal of Services Marketing 33, no. 7 (December 12, 2019): 936–45. http://dx.doi.org/10.1108/jsm-03-2019-0125.
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Purpose The purpose of this study is to investigate how the implementation of digital interfaces into service encounters is transforming demands toward frontline service employees. In addition to having the potential to enhance employee–customer interactions, changes related to new technologies can be perceived as stressful by employees and might foster deviation from prescribed processes. Design/methodology/approach Using the transactional theory of stress and coping as a theoretical framework, this paper aims to develop and test a research model to investigate the influence of technology-induced role ambiguity on constructive and destructive process deviance. Data were collected via an online survey of 123 frontline service employees in restaurants that have online reservation systems in use. Findings The results confirm that employee resistance to change fosters role ambiguity, while self-efficacy reduces the latter. Technology-induced role ambiguity leads to both constructive and destructive process deviance. Originality/value By revealing the above relationships, this study contributes to research in services marketing by examining two types of employees’ deviance from customer-facing processes.
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Tuyet, Tran Thi, and Nguyen Manh Tuan. "The relationships of technology readiness, perceived value, satisfaction, and continuance intention – A study of self-service technologies in Viet Nam." Science & Technology Development Journal - Economics - Law and Management 3, SI (April 11, 2020): SI24—SI34. http://dx.doi.org/10.32508/stdjelm.v3isi.608.
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Technologies have changed the way of doing business remarkably. The marketplace is being replaced by market space, where almost all products/services are embodied in digital forms and delivered through information-based channels. As a result, this study attempts to investigate the determinants of marketspace marketing, particularly of self-service technologies. More specifically, the study examines the relationships among technology readiness, perceived value, customer satisfaction, and continuance intention in using self-service technologies. Data was collected through a questionnaire survey on 179 users who have had experience in using self-service technologies (including internet banking, airline ticket online booking, and tours online booking) in Ho Chi Minh City –Vietnam’s largest city. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. The results show that all of the six hypotheses were empirically supported. Specifically, (1) Technology readiness has a strong positive influence on perceived value, customer satisfaction, and continuance intention; (2) Perceived value shows a moderate positive impact on satisfaction and continuance intention; (3) Satisfaction has a significant positive impact on continuance intention. In terms of theoretical contributions, this study proposed a value-based framework to predict continuance intention and conceptualized technology readiness as a second-order formative construct, which better represents the content of the construct originally developed by Parasuraman (2000). In terms of managerial implications, marketing managers should pay special attention to TR when making decisions such as launching new SSTs, segmenting customers, or boosting customers’ TR.
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Bauer, Johannes C., Marc Linzmajer, Liane Nagengast, Thomas Rudolph, and Elena D'Cruz. "Gamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty." Journal of Service Management 31, no. 3 (May 4, 2020): 563–95. http://dx.doi.org/10.1108/josm-10-2018-0347.
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PurposeMany marketplace examples suggest that using gamification in the online retail shopping context boosts sales and positively affects customer loyalty. Nevertheless, more research is needed to understand the effects of digital games on consumer behavior and their underlying psychological mechanisms. Therefore, this article explores how combining games and monetary rewards impacts customer satisfaction, loyalty and word-of-mouth (WOM) intentions.Design/methodology/approachTo test our hypotheses, we designed two online laboratory experiments to stimulate an online shopping situation, as gamification in online retailing has the potential to affect an important set of outcomes for service firms throughout the consumer decision process (Hofacker et al., 2016).FindingsThe results of two lab experiments demonstrate that playing a shopping-related game without monetary participation incentive positively influences all three relational outcomes because games enhance consumers' enjoyment of the overall shopping experience. However, our findings also show that monetary rewards used to incentivize game participation diminish these effects. Gamification loses its positive effects if games are combined with monetary rewards, as consumers no longer play games to derive inherent enjoyment, but rather the extrinsic motivation of receiving a discount. We draw managerial implications about how gamification effectively and profitably fosters strong customer relationships and thus increases customer lifetime value and equity.Research limitations/implicationsThis research is the first to investigate the combined effects of gamification and price discounts that require consumers to play the game in order to receive the discount. Focusing on an online shopping context, this article contributes to research on motivation by providing new and more nuanced insights into the psychological process underlying the gamification effects on consumer' long-term attitudes (i.e. satisfaction) and relational behaviors (i.e. positive WOM and loyalty) toward a retailer.Practical implicationsBased on our findings, we provide recommendations for marketers that explain how gamification can be a profitable and efficient tool to foster strong customer relationships. Retail managers should use gamification as a less costly alternative to typical price discounts.Originality/valueTwo laboratory experiments investigate how the separate and combined use of games and price discounts affects consumers' satisfaction, positive WOM intentions and loyalty. Playing a shopping-related game increases satisfaction with the retailer and positive WOM intentions as well as loyalty. Monetary rewards used to incentivize game participation eliminate the positive effects of gamification.
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Singh, Surabhi, and Sanchita Ghatak. "Investigating E-Wallet Adoption in India." International Journal of E-Business Research 17, no. 3 (July 2021): 42–54. http://dx.doi.org/10.4018/ijebr.2021070103.
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This study aims to investigate the customer adoption of e-wallets in India. The paper further seeks to explore the significant relationships amongst the constructs of TAM in explaining consumer intention to use the digital wallet. The present study employs an extended TAM framework. The variables of the study are risk, cost, compatibility, usefulness, ease of use, behavioral intention to use, actual usage, etc. for exploring digital wallet usage intentions in Indian consumers. The sample considered was North Indian customers to understand their plan to use a mobile wallet. A standardized scale was used for the present study. The data was collected using a questionnaire with variables of external factors, perception, preference, and usage. Structured equation modeling has been was used to check the model fit of the proposed model, and path analysis revealed the correlations between the endogenous and exogenous variables of the study.
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dos Santos Hentschke, Cynthia, Carlos Torres Formoso, and Marcia Elisa Echeveste. "A Customer Integration Framework for the Development of Mass Customised Housing Projects." Sustainability 12, no. 21 (October 27, 2020): 8901. http://dx.doi.org/10.3390/su12218901.
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Mass customisation is a business strategy that aims to deliver a variety of products that fulfil customer requirements and, at the same time, keep price and delivery time within acceptable limits. It has been adopted in different sectors to increase value generation, including house building. A major challenge in mass customisation is customer integration, i.e., how to improve value generation by understanding and considering requirements from different customers, and defining their involvement in product development. Most studies on this topic tend to be technology-focused, often being limited to methods and digital tools to generate and display product alternatives. The aim of this paper is to propose a framework of decision categories for customer integration and for devising the scope of customisation to support the definition of mass customisation (MC) strategies. Design science research was the methodological approach adopted in this investigation. It was based on a literature review about mass customisation practices and also on an empirical study developed in a residential building company from Brazil. The main contribution of this paper is a framework for customer integration, which contains a set of decision categories related to the definition of the scope of customisation and customer integration, and a list of practices that are applicable to house building. A secondary contribution of this investigation is a set of constructs that have been used to describe the decision categories and their relationships.
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Vrânceanu, Diana-Maria, Claudia-Elena Țuclea, and Gabriela Țigu. "Price search behaviour in digital markets – A perspective from Romania." Management & Marketing. Challenges for the Knowledge Society 15, no. 2 (June 1, 2020): 219–35. http://dx.doi.org/10.2478/mmcks-2020-0014.
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AbstractPrice represents a source of information customers may rely on in the buying decision making process. The literature in this area shows that on the Internet, the process of searching for price information is more complex than on traditional stores, being influenced by various factors. This paper aims to identify and describe the relations between two categories of variables. On the one hand there are the variables related to the price searching behaviour on the online environment, and on the other hand there are the variables related to the buying process. This research is based on a survey, the sample consisting of 1112 online buyers. The relationships between these variables were represented through a conceptual model based on a structural equation modeling approach. The main findings of the research show that the more a customer searches for price information online, the more he/she acquires abilities to search, becoming more predisposed to perceive a better value from shopping online and intending more to purchase from the Internet. The managerial implications concern the communication strategies adopted by online stores, the information provided by them influencing the perceived value of doing online shopping and the buying intentions on the Internet.