网络营销策略:消费者行为黑箱与客户满意度

电子商务的快速发展给网络营销提供了商业平台,同时也要求网络营销采取面向客户关系、网络营销成本与风险管理以及提升客户满意度等方面的营销策略。在分析网络营销特性基础上,通过对消费者行为模式和购买过程以及消费者行为黑箱分析,提出了相应网络营销策略。最后指出,网络营销应结合传统营销策略、虚实结合、差异营销,“一对一”客户交流等措施,以提升网络客户满意度。     

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。     

Consumer Preferences and Customer Satisfaction Analysis: A New Method Proposal

The organic food market is currently the fastest growing food sector in the United States, with growth rates in organic food sales averaging 17% per year between 1998 and 2006. The largest segment within the organic market is fresh produce, comprising 34% percent of retail sales in 2006. This analysis focuses on identifying the demographic characteristics of households buying organic vegetables (in total) along with prepackaged organic salads and organic carrots, by examining the factors that influence the probability that a consumer will buy organic vegetables, and which factors influence the household share of organic vegetables purchased. We use Nielsen Homescan data for the year 2004. Households with high levels of education are more likely to purchase organic vegetables, while the probability of purchasing organic vegetables is lower for African Americans and for older households.     

A Regret Theory Approach to Assessing Consumer Satisfaction

Because consumer satisfaction is an important determinant of brandloyalty and word-of-mouth communications, it has been widely studied inthe marketing literature. Much of this literature follows theexpectancy-disconfirmation paradigm, which posits satisfaction to be afunction of the positive or negative disconfirmation of one'sexpectations about the chosen brand. This article proposes a richermodel of consumer satisfaction that incorporates effects ofexpectations about the options not ultimately chosen from theconsideration set. Specifically, we posit that the expectations aboutthe unchosen alternatives affect satisfaction with one's choice whenthat choice does not meet the expectations but will have little effectwhen the choice meets expectations. A series of experimental studiesprovide support for this approach.     

Understanding Insurance Customer Dishonesty: Outline of a Moral-Sociological Approach

Most consumer morality studies focus on consumer immorality, i.e. different types and degrees of consumer dishonesty or deviance. This paper follows this tradition, by looking at insurance customer dishonesty. For looking at insurance customer dishonesty in a wider perspective, the paper drafts a sociology of insurance customer morality, including outlines of micro-level, meso-level and macro-level moral sociologies of insurance fraud, as well as a discussion of moral heterogeneity and a critical understanding of deviance. As a next step a few empirical rsearch questions are formulated and illustrated with data from a Norwegian-German pilot study. Johannes Brinkmann has a Ph.D. in sociology and is a professor of business ethics at the Norwegian School of Management in Oslo. Most of his recent articles have appeared in the Journal of Business Ethics, Teaching Business Ethics and Business Ethics A European Review. He has also published a number of books, two of them related to business ethics (in Norwegian, 1993 and 2001). Patrick Lentz is a doctoral candidate at the Department of Marketing, Dortmund University. Paper presented at the 11th Annual International Business Ethics Conference in Chicago, October 21–23, 2004     

移动通信顾客满意度影响因素的探索性研究

<正>当今的移动通信市场呈现出中国移动、中国联通、中国电信三足鼎立的格局,相互竞争日益激烈,公关战、价格战、技术战(增值服务)、广告战等愈演愈烈。顾客面临多种选择的同时,期望也在不断提高。顾客满意度是由顾     

Understanding Insurance Customer Dishonesty: Outline of a Situational Approach

The paper takes a look at insurance customer dishonesty as a special case of consumer ethics, understood as a way of situation handling, as a moral choice between right and wrong, such as between self-interest vs. common-interest, in other words, a “moral temptation”. After briefly raising the question if different schools, of moral philosophy would conceptualize such moral temptations differently, the paper presents ‘moral psychology’ as a frame of reference, with a focus on cognitive moral development, moral attitude and moral neutralization. Conceptualization questions can’t be answered finally without thinking at the same time of empirical research design and instrument design decisions, e.g. choosing between experiment vs. questionnaire studies, designing suitable moral temptation situations as an experiment vs. questionnaires with scenario vignettes. The paper discusses then experiences from a 2004 pilot survey, with a main focus on a few insurance dishonesty scenarios with follow-up questions. The paper has an open end, i.e. outlines desirable future theoretical, empirical and practical work with insurance customer dishonesty.     

Mobile Commerce Website Success: Antecedents of Consumer Satisfaction and Purchase Intention

With the rapid development of apparel mobile commerce in the United States, more companies view mobile commerce as a new source of competitive advantage. Despite the importance of apparel mobile website quality and its effect on consumer satisfaction and future purchase stimulus, extant research has paid little attention to these topics. This study proposes a website quality–consumer satisfaction–purchase intention research model based on the self-regulatory process theory. Six dimensions of apparel mobile website quality—website visual appeal, apparel visual appeal, brand trust, website information quality, website response time, and website security—were investigated. In all, 293 eligible responses were collected via an online survey. Multiple regression analysis was utilized to test the proposed relationships. Results reveal that website information quality, website visual appeal, apparel visual appeal, and website security positively affect consumer satisfaction toward apparel mobile commerce websites, while website response time and brand trust show insignificant impacts on consumer satisfaction. With higher satisfaction on an apparel mobile commerce website, consumers are more likely to purchase apparel through the website.     

一种新型的基于神经网络的无线信道模型

本文提出了一种使用神经网络来建模和仿真无线通信信道的方法。由于神经网络优异的学习特性,文中使用神经网络对无线信道的输入输出响应进行建模,讨论了建模的方法,给出了仿真的结果,分析了遇到的问题和解决方法,并进一步阐述了在实际的无线信道环境中使用神经网络建模的优越性。     

Predicting Customer Satisfaction from ATMs: A Cross Country Study

ABSTRACT

In recent years, churches and religious organizations have come to recognize they are involved in marketing activities. A review of the religion journals found 17 articles on marketing issues published since 1976. Reasons for religious organization resistance, as well as gradual acceptance of marketing, are discussed. Opportunities for future research are considered.     

Relationship Marketing and Consumers: A Social Dilemmas Approach

In this article a Social Dilemmas approach is taken toward relationship marketing, and consumer and seller behavior. This approach offers several advantages. It explicitly takes into account the dilemma that results from the differences in interests between consumers and sellers, as well as their interdependency and tendency toward opportunistic behavior. It focuses simultaneously on the two parties in dynamic interaction. It therefore provides a more generic and encompassing perspective than the common consumer behavior perspective, or the one-sided emphasis in marketing on seller activities. In contrast to a non-marketing (or selling) orientation of sellers, both transaction and relationship marketing seek a cooperative win-win solution to the consumer-seller dilemma. This requiresboth parties to compromise and cooperate and refrain from non-cooperation. Cooperative and non-cooperative consumer and seller behaviors are described. In addition, the SD-approach suggests some factors that influence interactions, transactions and relationships between consumers and sellers and may stimulate cooperation in real-life commercial dilemma situations. Some implications for marketing and consumer behavior theory and research, and marketing practice are discussed.     

Psychological Contract Breach and Customer Satisfaction: A Study of Online Shopping

Relying on customer attribution theory and psychological contract model, we find that customers perceive a psychological contract breach more severe and experience more intense emotions when they attribute the service failure to external factors rather than internal factors (Experiment 1), and message construal level (Experiment 2) moderates the effect of psychological contract breach on the formation of their intense affective reactions. The study demonstrates that the way a firm communicates to customers about the unfulfilled promises affects their interpretation of the breach and thus the intensity of the emotional reactions.     

Parent-protecting advertising in product line extensions: Role of communication strategy,message type and extension type

Product line extension, the introduction of new products under the same brand name in a given product category, is a growing practice of product innovation in many industries. However, when companies launch line extensions, information of the new products positively or negatively affects consumer evaluations of the parent products in the same line, generating the so-called spillover effects. Through two experimental studies, the current research explores how marketers can employ appropriate communication strategies and message types in advertising to induce favourable spillovers or to avoid negative spillovers in product line extensions. Experiment 1 investigates the interaction between communication strategy and line extension type. Results reveal that for vertical high-end extensions and for horizontal line extensions, ads using relational strategy that focuses on the relatedness between products in the line increase consumer valuation of the parent product; for vertical low-end extensions, ads with elaboration strategy that stresses the uniqueness of the extensions avoid negative spillovers on parents. Experiment 2 further examines how message type moderates the spillover effects in elaboration ads. Results show that, compared with numerical messages, literal messages engender smaller valuation decreases on the parents and consequently alleviate undesirable spillover effects for most types of product line extensions.     

Customer Experience in Online Shopping: A Structural Modeling Approach

Online retail's rapid growth in India has triggered both untapped growth opportunities and challenges to maintain consumer “stickiness” to retailer websites. In this context, online customer experience (OCE) has emerged as a strategic differentiator for sustainable competitive edge. However, there is a paucity of empirical research in this field. Therefore, drawing on extant literature and qualitative research of online shoppers, this study proposes an integrated model of OCE with antecedents, components, and outcome variables. Data for this study were collected from Indian online shoppers; the data are empirically tested along with the moderating effect of time availability on OCE. Results of the study largely support the model and contribute to knowledge creation on OCE in the Indian context and to strategy development for online retailers.     

Customer experience in social commerce: A systematic literature review and research agenda

Social commerce (SC) is an upcoming trend that has changed the online shopping experience by allowing e-retailers to develop long-term relationships with customers and increase sales. Empowered by Web 3.0, SC offers many-to-many interactions, enhancing the quality and quantity of social interaction related to the seller–customer, information searches, and product/service delivery. The customer experience (CEX) has been well developed both in the online and offline contexts. However, limited attention has been paid to examining CEX in the SC setting. This study aims to conduct a systematic review of the literature to develop a conceptual framework exploring both the antecedents and consequences of CEX in the SC setting. In the process, we make three significant contributions to academia and practice. First, the study contributes to our understanding of CEX in the context of SC. Second, it proposes a conceptual framework by identifying antecedents of CEX and potential consequences using the consumer culture theory. Finally, it highlights a subject relevant to academia and practice while proposing recommendations for further research.     

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.     

Service Quality in the Postal Services in Turkey: A Canonical Approach

ABSTRACT

This article reports the results and managerial implications of a Turkish study which investigated relationships between service quality, background characteristics and, customer satisfaction and selected behavioral outcomes.     

Market-Oriented New Product Design of Functional Orange Juice Beverages: A Qualitative Approach

Abstract

The functional beverages category is considered one of the most significant drivers of new product development (NPD) in recent years. Fifteen in-depth interviews and three focus groups were held between February and March 2003 to identify the most important attributes influencing consumers' purchase decisions for orange juice, and to explore consumers' attitudes towards existing and new functional orange juice beverages. The results suggested that functional food and beverage manufacturers should place a greater emphasis on the base product when evaluating new product concepts. This study highlighted the key role of qualitative research in facilitating the integration of consumers with the concept stage of the NPD process.     

The Role of Customer Factors in Multiple Store Patronage: A Cost-Benefit Approach

This paper is concerned with the use of multiple stores by supermarket customers. It relates the number of stores patronized to a set of customer factors under a unifying theoretical framework emphasizing cost-benefit analysis. Respective hypotheses are tested in a large random sample. This study is a first attempt to empirically address the structure of multiple store patronage. It is demonstrated that multiple store patronage is affected by variables such as customer income, satisfaction, and expenditure that are suggestive of heterogeneous cost-benefit tradeoffs and opportunity costs of time. It is shown that customers are intrinsically different in the predisposition to being loyal. In this respect, store patronage is a continuum between single store loyalty and use of several different stores, on which customers vary depending on individual preferences. The empirical analysis also suggests that exclusive patronage of the favorite store arises from two observationally equivalent latent segments that differ in their inclination to remain loyal. The results yield valuable insights into the structure of store patronage and lead to important implications for retail managers. Several extensions are considered. A broad set of research questions surrounding store patronage can be considered from a cost-benefit viewpoint in the sense that consumer decisions in this area involve trading off economic resources against assortment, spatial and temporal benefits.     

Retail Banking and Customer Behaviour: A Study of Self Concept,Satisfaction and Technology Usage

Prior research has investigated the effects of self-image congruence on satisfaction and brand preference. With the help of empirical research, the paper argues that, while self-image congruence may be related to customer satisfaction in a normal context, it may not necessarily affect satisfaction levels when customers are using technology-based self-services. Furthermore, during encounters involving self-service technologies, customers might experience satisfying or dissatisfying incidents which may not be related to their overall satisfaction and brand preference levels. The paper discusses implications for brand managers in the retail banking sector and suggests future research directions.