Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping

This study aims at developing and validating a measurement model for customer engagement with specific focus on mobile devices for shopping. Further, role of customer engagement in building customer loyalty is explored. The research in this investigation used three studies for developing customer engagement scale and validating the proposed model. The study involved data collection from experts and users through varied methods including in-depth interviews, and surveys. Further structural equation modeling was used to analyze the data. Findings of this study include development and validation of customer engagement as second order construct arising out of six different customer experiences - social-facilitation, self-connect, intrinsic enjoyment, time-filler, utilitarian and monetary evaluation experiences. Further, the study established significant role of customer engagement in predicting customer loyalty in addition to existing constructs of satisfaction and convenience. This study contributes to evolving scholarly research on customer engagement. This study further provides a framework to retailers for devising matrices to track experiences and engagement of customers on mobile devices for shopping. Further, retailers may be able to use customer engagement to differentiate themselves from competition in attracting merchants and advertisers.     

提升客户价值:满意度还是忠诚度

<正>进入21世纪的中国企业面临越来越多的挑战:全球金融危机、能源短缺、环境保护、网络营销等。应对市场竞争的策略也是百家争鸣,莫衷一是,其中有战略论、蓝海     

A Model of Consumption Emotions,Attitude, and Satisfaction for Services

Abstract

Prior research on consumer satisfaction has focused on cognitive dimensions of satisfaction. The cognitive stream of research has focused on the influence of a product's attributes on satisfaction. Recent research shows the importance of another construct, the role of emotions, on satisfaction. This paper examines the influence of consumption emotions on satisfaction, attitude and intention to visit again.     

Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites

We use the context-general and context-specific factor approach to examine the generalizability of satisfaction and loyalty models across two disparate online contexts—online retailing and content site browsing. Our conceptual models include the moderating effects of user-characteristic Web expertise, besides main effects of Web site factors and Web expertise. Results indicate that satisfaction and loyalty judgments are sensitive to both context-general and context-specific determinants, as well as to some interactions between them. Among context-general determinants, ease of use and customer service are positively related to satisfaction, Web community to loyalty, and Web expertise to both satisfaction and loyalty. Flow, a context-specific determinant, has a significant positive effect on satisfaction alone; security affects loyalty alone; and fulfillment/reliability and information quality are significant predictors of both satisfaction and loyalty. The results show that Web expertise moderates the effect of ease of use on satisfaction. The study contributes to marketing theory and practice by identifying satisfaction and loyalty mechanisms that are potentially generalizable across the two online contexts and providing a guiding framework for simultaneous consideration of context-specific and context-general factors in future research.     

基于服务公平性的顾客满意感与忠诚感关系—面向武汉酒店业的实证研究

在高度竞争的市场环境中,赢得顾客并与顾客维持长久关系是非常重要的,而这种长久关系的建立在很大程度上是以顾客满意为基础的。因此,如何提高顾客满意度、培育和维系忠诚的顾客群体是现代企业生存和发展亟待解决的重要课题。本论文提出了一个包含服务公平性、顾客感知质量、顾客感知价值、顾客满意感和顾客忠诚感概念模型及18项相关研究假设,并在武汉市20家酒店展开了问卷调查．最后采用规范的、科学的实证研究方法对此概念模型和研究假设进行了检验。     

模糊综合评价法在电信企业顾客忠诚度评价中的应用

选择能够将定量指标与定性指标良好结合的模糊综合评价法作为评价方法,构建出电信企业顾客忠诚度的评价体系后,结合实际,采用调研分析等方法,对某电信企业的顾客忠诚度进行了评价。本文旨在建立一个有效的、具备可实施性的电信企业顾客忠诚度的评价体系,以此来了解企业的顾客忠诚度状况,期望对电信企业的发展起到一定的指导作用。     

手机银行顾客满意度模型的研究

手机银行是一个新兴的移动电子商务应用,它是一种融合了新技术的业务启用。目前关于手机银行的研究主要集中在技术改进和顾客采纳其服务的影响因素方面,然而,采纳手机银行服务之后,其顾客满意度的研究较少。本文以手机银行作为研究对象,选取了ACSI(美国顾客满意度指数)模型作为参考模型,并加入感知风险变量,在此基础上构建出手机银行顾客满意度的概念模型,为银行提高竞争力提供参考建议。     

An Investigation of Trust,Satisfaction, and Commitment on Repurchase Intentions in Professional Services

Abstract

The predictive ability of trust, satisfaction, and commitment regarding a customer's intent to retain professional service providers is explored. Trust, in business relationships, is typically perceived as a consequent of satisfaction and experience. However, professional service customers may be unable to commence relationships without trusting their providers; thus, the stance that trust leads to commitment may not hold. Given the difficulty that professional service customers have regarding their ability to assess their providers' trustworthiness, customers may take trust for granted once the relationship begins. Regression analyses suggest that professional service customers utilize satisfaction and commitment, rather than trust, to determine repurchase intentions.     

The Relationships of Customer-Perceived Value,Satisfaction, Loyalty and Behavioral Intentions

Abstract

The concept of Customer-Perceived Value (CPV) has become a matter of increasing concern in marketing literature. However, there are few empirical studies that attempt to examine the notion of it. Filling this gap, this study provides a conceptual as well as empirical investigation of CPV as a formative construct and also offers an insight regarding the role of CPV in influencing, through satisfaction and loyalty, the behavioral intentions of word of mouth, repurchase intention and cross-buying. Furthermore, the potential moderating role of social pressure in the relationship between satisfaction and loyalty is also examined. The results suggest that delivering superior customer value enables a firm to achieve favorably behavioral intentions. Implications for practice, study limitations and future research are discussed.     

电信服务贸易自由化的经济效应研究综述

GATS框架下的电信多边谈判使世界电信市场的开放进程有了明确的时间表,它通过督促各国积极实践电信承诺来推进电信服务自由化。电信服务贸易自由化不仅促进各国电信服务的相互渗透,而且有利于电信服务消费者福利的改善。电信市场开放以来取得的巨大成就显示了服务贸易自由化对经济的重要作用。     

The Relative Effects of Relationship Quality and Exchange Satisfaction on Customer Loyalty

ABSTRACT

This paper addresses two key questions on how supplier firms can better manage industrial buyers to create higher loyalty. The first involves whether to focus on relationship quality or exchange satisfaction. This dual route model towards enhancing loyalty in essence is concerned with comparing the relative strengths of the effect from relationship quality to loyalty and from exchange satisfaction to loyalty. The second point of interest pertains to whether the effects from relationship quality and exchange satisfaction to loyalty are moderated by environmental conditions such as switching barriers and viable alternatives. Using data on business customers' ratings of a major information technology provider, we find that the effect of exchange satisfaction on loyalty is significantly greater than the effect of relationship quality on loyalty. We also find that the impact of exchange satisfaction on loyalty is less sensitive and more stable across different levels of switching barriers and viable alternatives. Conversely, the effect of relationship quality on loyalty is more pronounced to such moderating variables in that the effect of relationship quality on loyalty was greater when switching barriers were low and many viable alternatives existed. Implications for marketing theory and practice are discussed.     

International Marketing of Services and Developing Countries

ABSTRACT

The internationalization of services has gained great momentum in recent years. This article analyzes prospects of developing countries in the international marketing of services by examining past trends of service exports by developing countries, and relating these to demand for services in developed countries through a series of autoregression analyses. Results show that developing countries were marginalized in the international market for services over the 20-year study period. However, there are bright future prospects. The greatest prospects would be in travel services, followed by transport services. Implications of the findings for government policy in the service sector are discussed.     

Good Governance and Growth in Developing Countries: A Case Study of Regulatory Reforms in the Telecommunications Industry

We investigate whether good governance, measured in terms of the regulatory structure, has a positive impact on the development of the telecommunications industry in developing countries. To this end we construct a data set on a panel of developing countries with information on the number of mainlines per capita and proxies for certain aspects of regulatory structure argued in the literature to be important for optimum development. Our results indicate that if the regulator is given certain functions with which to carry out telecommunications policy, this can enhance growth, but that there is no similar evidence in terms of operational separation of the regulator from the government.     

Influence of Corporate Social Responsibility on Loyalty and Valuation of Services

The study of corporate social responsibility has been the object of much research in recent decades, although there is a need to continue investigating its benefits as a marketing tool. In the current work we adopt a multi-dimensional perspective of social responsibility, and we carry out market research to determine the perceptions of users of mobile telephone services about economic, legal, ethical and social aspects of their operating companies. With these data we determine the structure and components of the concept of social responsibility. Subsequently, this is related with the overall evaluation of the service and loyalty by means of a model of structural equations, in order to determine the influence of corporate social responsibility on these concepts, and hence its benefits as a commercial tool. Dr. Ma del Mar García de los Salmones is Professor of Marketing at the University of Cantabria (Spain). Her current research interests include corporate social responsibility, brand image and consumer behaviour. She received her Ph.D. in Business Administration in 2002 with her work “Corporate Image as a Key Variable in Firm Choice: Identity and Positioning of Mobile Phone Business”. Dr. ángel Herrero is Professor of Marketing at the University of Cantabria (Spain). His current research interests include consumer behaviour, e-commerce and corporate social responsibility. He received his Ph.D. from the University of Cantabria in 2002 for his work on “The Process of Adoption of a New Sales System: An Application to B2C e-commerce”. Dr. Ignacio Rodríguez del Bosque Rodríguez is Professor of Marketing at the University of Cantabria (Spain). His areas of research include business communication, relationship marketing and distribution channels. His works have previously been published in the several international journals, like Journal of Retailing and Consumer Services, Tourism Management and Industrial Marketing Management.     

客户满意和客户忠诚的概念比较与营销实践

客户满意和客户忠诚是一对相互关联的概念,但两个概念有着明显的不同。本文认为,在企业营销实践中,正确处理两者之间的关系应把握三个原则:一是与战略协调一致,二是批准客户满意和客户忠诚的结合点,三是针对不同的客户采取不同的策略。为实施客户满意与客户忠诚管理,我国企业必须由被动追求客户满意变为主动追求客户忠诚;保持长期客户利益导向与竞争者导向间的平衡;谨慎实施客户忠诚购买行为;适当关照长期忠诚客户,避免其转化成不忠诚客户;进行客户关系管理;塑造客户精神忠诚。     

发达国家服务贸易壁垒研究及对我国的启示

当前,各发达国家在大力促进服务市场开放的同时,又纷纷设置服务贸易壁垒来保护本国市场。本文在介绍服务贸易壁垒的基础上,比较了美国、欧盟和日本的服务贸易壁垒并分析其所产生的经济效应,对我国服务市场的开放和保护将有所启示。     

An Investigation into the Relationship Between Consumer Satisfaction,Marketing Performance,and Firm Performance in a Services Environment

Abstract

The study reported investigates the relationships between consumer satisfaction, marketing performance, and firm performance with the context of service organizations. The results indicate that consumer satisfaction is positively related to marketing performance, explaining more than seventy percent of the variation. However, marketing performance is not shown to be significantly related to firm performance. In addition, firm size is identified as a significant covariate of performance.     

Antecedents of Customer Satisfaction and Customer Loyalty for Emerging Devices in the Initial Market of Korea: An Equity Framework

This study investigates the relevant predictors of customer satisfaction and customer loyalty, and explores the group difference by innovativeness or device type, based on equity theory for emerging devices in the initial market of Korea. The results from an online survey of users of emerging devices and structural equation modeling indicate that utilitarian benefit, hedonic benefit, nonmonetary cost, and alternative attractiveness are significant predictors of customer satisfaction, which in turn affects customer loyalty. Hedonic benefit has a stronger relationship with customer satisfaction for more innovative users and nonmonetary cost has a stronger relationship with customer satisfaction for less innovative users. Nonmonetary cost has a negative relationship with customer satisfaction for netbooks; an additional exploratory analysis produced no such evidence for smartphones. These findings suggest managerial implications for customer loyalty regarding emerging devices.     

Affective States of the Consumer and Satisfaction with Services in the Airline Industry

Abstract

While its importance in marketing is never questioned, customer satisfaction has rightly been described as “a complex and elusive phenomenon.” The search continues for factors/variables that determine its presence and magnitude. This paper examines the affective aspect of customer satisfaction in the globally important, but highly competitive airline industry. Two major forms of affective state of the consumer are examined, namely: (i) mood, and (ii) quality of life. Findings show that both tend to have significant influence on the level of satisfaction with services in the airline industry. However, some elementary services tend to be more influenced than others by these affective states of the consumer. Implications, and managerial applications of the findings for augmenting customer satisfaction in the airline industry are discussed.