顾客体验对感知价值和顾客忠诚的影响

顾客体验、感知价值和顾客忠诚相关理论皆为比较成熟的理论,顾客体验对感知价值、顾客忠诚具有重要影响。现将顾客体验相关理论研究拓展至共享单车领域,同时对其提出合理化建议和针对性改进意见,结果表明此研究丰富了顾客体验维度理论,对共享单车企业的管理具有相关借鉴意义。     

基于网络文本分析的影视型主题公园形象感知研究——以郑州建业·华谊兄弟电影小镇为例

文章以郑州建业·华谊兄弟电影小镇为例,通过搜集携程网的网络评论,采用内容分析法和共现网络分析法相结合的方式,对该影视型主题公园形象感知进行分析.通过网络文本的高频特征词发现积极感知较多;通过对高频特征词所属的整体认知、旅游吸引物、旅游设施、旅游服务、旅游环境五大类目进行分析,发现游客对整体认知和旅游吸引物的感知程度较高...     

共享服务系统体验价值共创行为的影响因素

由于共享经济的发展和信息技术的进步,共享服务系统中的共创行为变得越来越容易实现,消费者与企业协作共创价值成为新的发展趋势。在消费者需求和共享行为都不断变化的情况下,如果共享服务供应商不清楚何种因素能够加速消费者价值共创行为的生成,则会影响共创价值实现。基于服务主导逻辑的理论,构建共享服务系统体验价值共创行为及其影响因素的理论模型。依据收集的450份有效问卷,对数据进行分析后发现,共享服务系统中感知利益、感知信任和社会可持续性通过互动协作(价值共创过程)对顾客体验价值产生影响,顾客体验价值对顾客的价值共创行为意向产生影响。研究结果表明,顾客参与共创动机中的效益动机和信任动机显著正向影响互动协作,互动协作显著正向影响体验价值和共创行为意向,而体验价值在互动协作和共创行为意向之间起到显著部分中介作用。共享服务提供方和产品制造方应多从顾客视角考虑其效益需求和信任需求,定位顾客需求和偏好,提供更有吸引力和说服力的商品与服务,使顾客感知到更多的收益,并形成较高信任度;提升与顾客的互动水平,建立顾客对服务方的好感,激发顾客更多的主动交互行为、参与行为和个人创新行为;重视资源的整合、分配和调动,实行以顾客驱动为核心的开放创新模式;招募优质用户,通过倾听和观察了解其价值主张,促进价值共创行为的生成,改善共享服务系统的整体服务质量。     

B2C环境下网上沟通过程中卖方对顾客感知价值的影响——以网购手机为例

近年来关于顾客感知价值的研究越来越多,网购顾客感知价值研究成为新热点。学者们对B2C环境下顾客感知价值结构维度进行了很多有意义的研究,但是鲜有学者从卖方影响的角度来研究顾客感知价值。本文结合B2C环境下网上的沟通过程,以网购手机为例,提出直接顾客感知价值和间接顾客感知价值这一对定义,在途径一目的理论框架下,应用二阶验证性因子分析对间接顾客感知价值的结构维度进行了验证,得出结论认为间接顾客感知价值由质量维度、情绪维度、价格维度、社会维度四个维度构成。最后提出卖方应在沟通过程中可以着重从质量维度、情绪维度、价格维度来影响顾客,以实现提升顾客感知价值的建议。     

中档女性服装顾客感知价值实证分析

本文结合中档女装行业的特点,对影响顾客感知价值的因素进行实证研究,通过因子分析,得出中档女装顾客感知价值要素中影响顾客感知价值的主要因子分别是服务、价格、归属、产品内在属性、广告、品牌口碑和产品外在属性因子。     

B2C网络团购顾客感知价值研究

本文以团购网站为研究对象,利用文案调研法初步提出了探索顾客感知价值的构成要素及测评指标的假设,从而构建出顾客感知价值评价体系。在此基础上,利用问卷调查收集充足的数据并运用SPSS等统计软件进行分析,通过数据分析结果对评价体系进行修正和检验,最终构建了比较科学合理的网络团购顾客感知价值评价体系,从而为团购网站提升顾客感知价值提供可行性建议。     

服务行业顾客重购意向的影响因素及其相互关系研究

本文探讨了转换壁垒、顾客感知价值、顾客满意对顾客重购意向的影响作用及其相互关系。以理发行业为研究对象,通过发放问卷收集数据,并运用结构方程分析软件进行了实证性检验,结果发现:顾客满意和顾客感知价值都对顾客重购意向具有直接显著影响;转换壁垒的不同维度对顾客重购意向的影响不同,社会利益对顾客重购意向产生积极的影响作用,转换成本不能增加顾客价值和顾客满意,但会对顾客产生锁定作用。对企业来说,管理者可以增加顾客满意和顾客感知价值来增加顾客重购意向,也可以通过提高顾客对转换壁垒的感知,从而对顾客起到锁定作用。     

顾客参与影响品牌关系质量研究

随着顾客知识的增长及其对独特性需求体验的追求,顾客不仅要求有更大程度的自主性,更把参与过程的主导性体验视为服务体验质量的重要源泉。本文以美发业为研究情境,将顾客心理感知因素作为过程变量,构建顾客参与影响品牌关系质量的研究框架,结果表明顾客参与对顾客感知价值和顾客服务体验均有显著正向影响,而对顾客正面情感的影响则需通过服务体验实现;顾客感知价值、顾客服务体验和顾客正面情感之间均有密切正向关系;顾客感知价值、顾客正面情感均对品牌关系质量有显著正向影响,而服务体验则需通过顾客正面情感和感知价值对品牌关系质量产生作用。     

工业品营销中顾客感知价值分析

随着中国市场经济的快速发展,科技水平的提高,工业品市场竞争将更加激烈,而关于工业品营销理论研究较匮乏,现实又很需要工业品营销指导,文章把顾客感知价值引入到工业品营销中来,对工业品营销中顾客感知价值进行探讨,分析顾客感知价值对工业品营销策略的影响。     

超市诚信经营的效用模型分析

本研究利用结构方程模型验证了超市诚信对顾客感知价值、顾客满意、顾客忠诚的作用机制。经过模型修正与复合效化两个过程,最终获得了一个与数据拟合度比较高的模型:(1)超市诚信→顾客感知价值→顾客忠诚;(2)超市诚信→顾客感知价值→顾客满意。即超市诚信通过影响顾客感知价值来分别影响顾客满意和顾客忠诚,顾客满意与顾客忠诚之间的相互影响不显著。     

一种单层贴片式双频双极化滤波天线

设计了一种单层式跨频段双频双极化滤波天线。该天线在同一平面上的高频低频辐射贴片共用一个馈电端口，且均可以在两个垂直方向馈电实现交叉方向的线极化辐射。该天线通过在馈电点与低频辐射贴片之间插入一个低通滤波器，明显提高了高频辐射贴片的交叉极化隔离度。研究结果表明，带滤波结构的天线在两个频率点的反射系数小于-20 dB，4.9 GHz的最大增益大于4.8 dBi，26 GHz的最大增益11.7 dBi，〖JP2〗两个辐射频率的辐射方向图均体现良好的线极化特性，且主极化比交叉极化大20 dBi。该天线可作为未来微波与毫米波共用的5G通信终端天线或5G通信基站的MIMO天线阵元，相关技术和结论对于研制一体化集成的双频交叉极化相控阵天线也有重要参考价值。     

The dark side of the sharing economy: Balancing value co-creation and value co-destruction

The sharing economy disrupts the marketplace and brings both benefits and disadvantages into service ecosystems. We discuss principles of the S-D logic and transformative service research and explore the processes of value co-creation and co-destruction of well-being within the ecosystem of the accommodation sharing economy. Following a brief period of euphoria, the dark side of the sharing economy emerges, defined as the socially, environmentally, or economically undesirable effects introduced by the sharing economy. Airbnb introduced new realities for visitors, neighborhoods, the accommodation industry, and city councils, whereby some stakeholders are frequently found to maximize their own value at the expense of others. Value co-destruction prevails often due to uncontrolled and rapid expansion. We seek to promote a more balanced process, and the optimization of value co-creation, while seeking to prevent value co-destruction. Using a literature review, netnography, and a case study, we investigate co-creation and co-destruction, as expressed by different stakeholders, and focus on the socio-psychological implications in the use of sharing platforms that affect the well-being of individuals and community. A conceptual framework is proposed to manage future research addressing well-being, value co-creation and co-destruction in complex ecosystem service networks.     

How context interferes with similarity-attraction between customers and service providers

According to the similarity-attraction effect, customers should prefer service providers who are perceived to be similar; yet cosmetic features such as visible tattoos are often prohibited in professional settings, suggesting that they do not provide an advantage for service providers. This research explores the extent to which contextual factors interfere with the similarity-attraction effect for any particular cosmetic feature. The findings of three experimental studies demonstrate that sharing a cosmetic feature with a customer is not enough to elicit the similarity-attraction effect; a shared cosmetic feature must also be (1) salient, (2) unique among a set of service providers, and (3) the only salient shared cosmetic feature. The implication is that the similarity-attraction effect will be over-estimated in controlled experiments that do not account for contextual information.     

Implementation and Outcomes of Customer Value: A Dyadic Perspective

This study examines the concept of customer value based on the views shared by service firms and their consumers. Using qualitative and quantitative approaches, the study reveals customer satisfaction and retention as outcomes of front-line service employees' value delivery practices. Our results suggest that service employees' efforts to deliver customer value, even when based on a dyadic view, do not necessarily lead to customer retention. Rather, customers become more loyal when the value provided by service employees is matched by consumers' satisfaction. In other words, satisfaction is an important and necessary mediating variable between employees' efforts and customer retention.     

Supplier Role Conflict: An Investigation of Its Relational Implications and Impact on Supplier Accommodation

Existing research on supply chain relationships suggests that one of the underlying tensions between supply chain partners is that of opposing perspectives and goals in the customer?supplier relationship. In today's business world with requirements in constant flux, suppliers are often asked to accommodate “special” requests made by their customers, not part of the contractual agreement. Suppliers frequently fill requests to protect the relationship with the customer, even if they fall outside of what they consider their role as a supplier. Issues of supplier role conflict emerge when customers and suppliers have different views of what the supplier's role should entail. There is little research examining the potential for supplier role conflict in supply chains. Specifically, this research draws on literature from multiple disciplines to consider supplier role conflict that may stem from accommodation and the impact of this role conflict and supplier accommodation on the supply chain relationship and future accommodation behavior. Hypotheses are tested using two scenario‐based experiments. Results suggest that supplier adaptation and flexibility both have positive relational effects. If suppliers perceive accommodation requests as outside of their contracted role, supplier role conflict can have detrimental effects on the supplier's relationship perceptions and their willingness for future accommodation.     

Collaborative consumption in China: An empirical investigation of its antecedents and consequences

The aim is to clarify the impact of values on the general attitude towards collaborative consumption in a Chinese context, and the impact of the general attitude towards collaborative consumption on the intention to use and actual use of various specific collaborative consumption services. A total of 600 responses were collected in 2019. The results showed that non-ownership orientation, guanxi networking orientation, materialism, novelty orientation, and frugality orientation significantly influenced positively collaborative consumption attitude. It was also found that the impact of guanxi networking orientation on collaborative consumption attitude was mediated by non-ownership orientation. The results also showed that general collaborative consumption attitudes positively influence the intention to use all specific collaborative consumption, such as shared bicycles, shared cars, shared goods, carpooling services, and peer-to-peer accommodation. Moreover, the predictive power of the intention to use collaborative consumption on actual use is only strong in shared bicycle and carpooling services.     

The Use of Accommodation in Buyer–Seller Relationships: Encouraging or Controlling Opportunism in Business Markets Middle-grounds

ABSTRACT

Purpose: In the past decades, marketing researchers have explored different strategies to control opportunism in buyer–seller relationships. Accommodation, the cooperative response to partners’ exploitive behavior in exchange relationships, has received increasing attention from research on interfirm relationships. However, less is known about whether accommodation is an effective response strategy for controlling opportunism. Drawing on the self-enforcing agreement literature, this article focuses on exploring (1) what drives a firm’s accommodation response to its partner’s exploitive behavior, (2) how a firm’s accommodation helps govern its exchange partner’s opportunistic behavior, and (3) whether monitoring magnifies or buffers the effect of accommodation on the exchange partners’ opportunism.

Methodology: The survey data were collected from 173 seller-firms in Guangdong, Shanghai, Beijing, Wuhan, and Zhengzhou, representing the south, east, north, and middle regions of China. The initial questionnaires were distributed mainly by mail. By assessing the nonresponse bias and the potential bias of early and late responses, we detected no significant differences, implying that the aforementioned biases are not a concern. Because PLS can readily model both formative and reflective constructs, and accommodation is a formative construct, we deployed the SmartPLS software program to test our model.

Findings: This article enables a deeper understanding of accommodation as a response strategy in buyer–seller relationships. The data analysis offers supportive evidence that a firm’s level of accommodation is positively related to two exchange attributes: joint-specific investments and observability of the exchanges. Accommodation, as a cooperative response strategy, curtails opportunism in buyer–seller relationships, and such a curtailing role is magnified when accompanied with monitoring.

Originality/value/contribution: The authors develop a framework to examine previously untested relationships, which suggest accommodation is a cooperative response strategy to mitigate opportunism. We also contribute by exploring the antecedents of accommodation from the tangible transaction attributes perspective. Specifically, two exchange attributes, joint-specific investments and observability, can explain the emergence of accommodation. In addition, we examine the combined effect of competitive response strategies and cooperative response strategies on controlling partner opportunism. That is, competitive response strategies (i.e., monitoring) strengthen the governing effect of cooperative response strategies (i.e., accommodation).     

Research Trends of Marketing: A Bibliometric Study 1990–2017

Abstract

Interest in the role of marketing has grown in recent decades due to its impact in brand value, value creation for customers, profitability of customer base, and organizational results. The paper shows an overall view on marketing research to explore the development of research trends, showing the high-frequency keywords at different time periods. Using bibliometric methods, the research analyzes publications between 1990 and 2017 found in the Web of Science and Scopus databases. The paper shows the evolution of keywords to reveal emerging topics as demonstrated in the connections network which includes “advertising,” “consumer behavior,” “trust,” “innovation,” and “customer satisfaction.”     

Caught in a communicative catch-22? Translating the notion of CSR as shared value creation in a Danish CSR frontrunner

There is a growing interest in how the notion of corporate social responsibility (CSR) as shared value creation is translated in Scandinavia. However, current research seems to disregard that the specific institutional context is ambiguous, enabling the organization, and its internal stakeholders to translate the institutional logics into contradictory meanings of CSR as shared value creation. Building on the institutional logics perspective and the metaphor of translation, and framed within a case study of a Danish CSR frontrunner, this paper explores how the notion of CSR as shared value creation is translated at both the organizational and individual level through discourse. The study shows that the organization and its internal stakeholders employ different strategies to reconcile the institutional logics of ethics and economy, suggesting that the translation processes are a complex communicative matter of continuously balancing the contradictory institutional logics to maintain legitimacy in the eyes of external stakeholders.