Drivers of Customers’ Adoption and Adoption Timing of a New Loyalty Card in the Grocery Retail Market

The authors study consumers’ process of adoption of a new loyalty card in a grocery retail context. More specifically, the authors simultaneously investigate the impact of attitudinal, behavioral, and socio-demographic variables on the likelihood of adoption and the time to adoption. They show that these variables differently affect the adoption likelihood and timing and demonstrate the importance of attitudinal measures of customer loyalty such as commitment to the store. This research confirms the so-called self-selection bias and extends it to the attitudinal dimension of loyalty. Some guidelines are proposed to increase the effectiveness of loyalty card program launches.     

Effects of Exclusivity Agreements on Supplier's Control Over Marketing Channels

Abstract

This paper outlines an investigation aiming to increase knowledge of the effects of exclusivity agreements on marketing channels. We focus on one of the more relevant benefits of exclusivity for manufacturers mentioned in the marketing literature: control over resellers. We analyze the different ways these agreements could affect the manufacturer's control over the distribution channel and propose five hypotheses regarding the consequences of exclusive territories and exclusive dealing on the supplier's control. The empirical results provide strong support for the hypotheses regarding their effects on control through bargaining processes.     

New Technology Adoption,Business Strategy and Government Involvement: The Case of Mobile Commerce

SUMMARY

This research focuses on understanding how business organizations are likely to adopt mobile commerce (m-commerce) technology. Mobile commerce adoption represents a complex process that draws in variables external to the firm such as the environment in which the business operates and the government involvement, as well as variables internal to the company such as its business strategy and its organizational culture. A model is formulated and several research propositions are offered. They will help understand the mobile commerce applications adoption process. Implications of this model and further research avenues are discussed.     

网络环境客户知识挖掘与管理

以零售业为背景提出一个客户知识挖掘系统框架,运用关联规则和聚类分析方法挖掘客户知识,同时提出一个客户知识管理体系结构,对客户知识进行维护和管理,实现知识共享、创新和增值。     

A Micromodel of New Product Adoption with Heterogeneous and Forward-Looking Consumers: Application to the Digital Camera Category

We develop an empirical model for the adoption process of a new durable product that accounts for consumer heterogeneity as well as consumers forward-looking behavior. Accounting for heterogeneity is important for two reasons. As the mix of consumers with different preferences and price sensitivities could change over time, firms need to update their marketing strategies. Further, it allows for a variety of shapes for the aggregate adoption process over time. As prices for durable and technology products fall over time with firms continually introducing enhanced products, consumers may anticipate these prices and improvements and delay their purchases in the product category. Forward-looking consumers optimize purchase timing by trading off their utilities from buying the product and their expectations on future prices, quality levels, and brand availability. Such forward-looking behavior will result in price dynamics in the marketplace as price changes today influence future purchases. And it results in different shapes of the new product sales pattern over time by influencing the time to take-off. We show how the parameters of our model can be estimated using aggregate data on the sales, prices, and attributes of brands in a product category. We apply our model to market data from the digital camera category. Our data are consistent with the presence of both heterogeneity and forward looking behavior among consumers. At the product category level, we are able to decompose the effects of the entry of Sony into primary demand expansion and switching from other brands. At the brand level, we find that there exist several segments in the market with different preferences for the brands and different price sensitivities leading to differences in adoption timing and brand choice across segments. For a given brand, we show how the changing customer mix over time has implications for that brands pricing strategies. We characterize how price effects vary across brands and over time and how price changes in a given time period influence sales in subsequent periods. Model comparison and validation results are also provided.     

Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type

To what extent should multichannel retailers integrate assortments across channels? Previous literature controversially discusses the question of which integration strategy is most successful but arguments are only conceptual, and no empirical assessment exists. This article presents a framework that (a) shows how customers’ perceived shopping benefits of variety, convenience, and reduced risk mediate the impact of multichannel assortment integration (full, asymmetrical, no) on patronage intentions and (b) differentiates the impact for retailer types based on substitutive, complementary, and independent assortment relations. Two large-scale experimental studies empirically investigate whether a dominant integration strategy exists in the context of full and simultaneous information (Study 1) and more uncertain and subsequent information accessibility (Study 2). We consistently find that full integration dominates no integration across assortment relations, but asymmetrical integration—the strategy that is most often realized by multichannel retailers—can have a detrimental impact for substitutive relations compared with no integration. Asymmetrical integration can be more beneficial than full integration for independent relations, while customer outcomes differ less for complementary relations. Researchers and managers can use our findings to understand how shopping benefits of variety, convenience, and reduced risk explain the different customer outcomes of multichannel assortment integration, depending on retailer type.     

消费者全渠道零售选择行为研究综述与展望

全渠道零售研究在互联网、大数据技术背景下产生,自概念提出历经十多年,关于消费者全渠道零售选择行为国外研究较丰富,但国内研究较薄弱。现有研究成果主要体现在三个方面:零售渠道概念沿单渠道-多渠道-跨渠道-全渠道演进;消费者全渠道零售的影响因素包括产品因素、个体因素、渠道因素及零售商策略等;在消费者全渠道零售决策行为过程中,消费者利用渠道接触点完成渠道沟通,继而做出需求识别-信息搜索-评估决策-购买执行-购后行为一系列渠道决策流程活动,最后完成对全渠道零售的评价,包括渠道反馈、品牌忠诚和购买意愿等。综合而言,目前研究中关于全渠道零售变量的测量尚未有统一定论和成熟的测量量表,影响消费者选择全渠道各因素的差异性及影响系数还没有系统性探索,对消费者在全渠道零售下选择和购买的具体内容与内在结构模型的研究不具体。未来的研究应侧重于全渠道零售测量量表、新兴零售业态与全渠道零售的关系、消费者全渠道零售选择内在运行机制以及消费者全渠道零售选择评价体系等领域。     

Building With Bricks and Mortar: The Revenue Impact of Opening Physical Stores in a Multichannel Environment

A crucial decision firms face today is which channels they should make available to customers for transactions. We assess the revenue impact of adding bricks-and-mortar stores to a firm's already existing repertoire of catalog and Internet channels. We decompose the revenue impact into customer acquisition, frequency of orders, returns, and exchanges, and size of orders, returns, and exchanges. We use a multivariate baseline method to assess the impact of adding the physical store channel on these revenue components. As hypothesized, store introduction cannibalizes catalog sales and has much less impact on Internet sales. Also as hypothesized, returns and exchanges increase. Interestingly, transaction sizes of purchases, returns, and exchanges do not change. The “availability effect” produces a net increase in purchase frequency across channels. This more than compensates for increased returns, producing a net increase in revenues of 20% by adding the store channel. Our findings yield a deeper understanding of the revenue relation between channels, and of the dynamic cross-channel effects of marketing actions.     

顾客知识管理的概念与体系

知识经济时代的顾客是个性化、多样化的,顾客需求趋于多元化,企业只有有效地进行顾客知识管理,才能认知顾客、管理顾客关系和交付顾客价值。因此,顾客知识管理将会是企业新的竞争优势的重要来源。     

Adoption and Use of Electronic Meeting Systems in Large Australian and New Zealand Organizations

As globalization increases and competition grows, firms are becoming increasingly dependent upon group work and collaboration. The recent surge of reengineering efforts to reinforce a process view of organizational work and the emergence of virtual corporations spanning the globe indicate that firms are relying more on group work today than ever before. Information technology (IT) may have the capability to greatly enhance the quality of collaboration in accomplishing group tasks. This paper focuses on electronic meeting systems (EMS), which are mostly aimed at supporting group work in a face-to-face setting, and empirically assesses their adoption and use in supporting task-oriented collaborative work in Australian and New Zealand organizations. Results from survey data collected from 147 organizations indicate that EMS adoption has been somewhat limited. Most organizations had not adopted EMS to support group work. Further, both the level of adoption and level of use of EMS within the organizations was very low. Barriers to adoption were identified along with implications for future research. Organizational barriers, including compatibility with cognitive styles, lack of incentives and resistance to change, were the most important adoption obstacles. Technological and costs issues were somewhat less significant. Overall, the findings are fairly similar to the US study on which the survey instrument was based, though some adoption differences occurred which may be related to the structure and ownership of the organizations.     

试论顾客忠诚的影响因素与理论模型

随着市场竞争的日趋加剧和顾客争夺成本的提高,顾客忠诚的形成与维持问题已经成为市场营销理论界与企业界关注的一个焦点。但是,到目前为止,有关顾客忠诚的影响因素及其作用机制研究仍然缺乏。本文基于国外相关文献评述,对顾客忠诚的内涵及其影响因素进行分析,探讨顾客忠诚形成的理论模型及其机制。     

客户关系管理的新4P营销理念

客户关系管理是一种倡导企业以客户为中心的营销管理创新的思想和方法。在客户关系管理中 ,出现了不同于以往的product (产品 )、price (定价 )、place (分销 )和promotion (促销 )的新 4P要素 ,它们是 :product (产品 )、process (流程 )、person (人员 )和performance (表现 )。把这些新 4P组合起来 ,能进一步提高企业的市场竞争能力和增加价值的能力     

An FsQCA Investigation of eWOM and Social Influence on Product Adoption Intention

Abstract

Following the causal complexity theory, fsQCA has emerged as an advanced methodology in examining hypotheses and creating new theories in social science. However, fsQCA falls short dealing with structural associations and with latent variables when multi-faceted scales are combined into a single indicator by mean. To extend the application of fsQCA, the study demonstrates an approach to investigate a multi-layered problem of eWOM, social influence, and product adoption intention. The findings from fsQCA successfully confirmed the results from the statistical approach that eWOM and social influence have structural associations with customer adoption intentions of new high-tech products.     

服务中小企业信息技术采纳推荐系统的研究

本文针对目前我国中小企业信息技术采纳遇到的诸多问题,分析了中小企业的自身特点并提出通过推荐系统消除在信息技术采纳过程中产生的信息不对称现象,从而有效地帮助企业进行合理的信息技术采纳,降低信息化建设投资的风险,使中小企业在信息化建设中实现效益最大化。     

我国商业银行客户关系管理的现状与对策

商业银行的客户关系管理既要重视以客户为中心,又要利用客户关系管理系统来达到降低银行经营成本,实现客户收益最大化的目标。我国商业银行实施客户关系管理,必须正视所存在的认识不足、机构设置不配套、软件开发能力差、缺少复合型人才等诸多问题。应制定相关措施,加快改革经营管理体制,构建合理业务流程,实施差异化营销策略,培养适合客户关系管理需要的复合型人才,以促进银行提升竞争能力和盈利能力。     

谈饭店顾客关系的软、硬管理

近年来饭店业的过热增长使得这个行业的竞争焦点由“量”的竞争转变为“质”的竞争,也即从关注市场份额转变为关注忠诚顾客。硬管理和软管理是两种不同风格的管理方式。而如何刺激顾客的重复购买决策,硬管理诉诸于顾客的理性抉择,软管理则侧重培养顾客的情感忠诚。     

Impact of Sales Call Adaptiveness and Customer Willingness on Sales Call Length: A Cross-Country Study of India,China, Korea,and Philippines

ABSTRACT

In this empirical study across four countries (India, China, Korea, and Philippines), we examine the impact of sales call adaptiveness and customer willingness on sales call length (duration) of salespersons in these four countries. Sales call length as well as sales call quality—although important constructs in sales—are still underresearched in the domain of sales management. Our study in these four emerging markets sheds new light on enhancing sales force effectiveness. Using survey data from 847 salespersons in four countries, we analyze using multivariate analysis, and our results suggest that sales force effectiveness can be enhanced by giving them the autonomy to decide the sales call length based on the prospect quality. We also demonstrate that salespeople indulging in sales-oriented behaviors may be detrimental to the long-term relationship with customers. Emphasis on relational sales approaches would reduce sales practices such as pitching products or services to unwilling customers. Our study also highlights the interactive role of customer willingness and sales adaptiveness. We found several inter-country differences across sales practices in four countries, which have several meaningful managerial implications.     

顾客忠诚及其有效性研究回顾与展望

顾客忠诚是顾客关系管理的重要指标之一,自20世纪40年代起,企业与学术界不断探寻提高顾客忠诚的管理方法,但顾客忠诚的有效性至今尚有很大争议。文章在系统梳理国内外文献的基础上,对顾客忠诚的内涵、顾客忠诚管理有效性、顾客忠诚与赢利性的关系等研究进行了评析,并提出了顾客忠诚与赢利性关系研究的未来展望。     

客户关系管理在同程网的实施应用及优化研究

客户关系管理具有理念性强、注重实际操作和运营、方法性和技术性强等特点。同程网是目前国内一流的旅游电子商务平台之一,也是我国唯一拥有B2B旅游企业间平台和B2C大众旅游平台的电子商务网站。针对同程网在客户关系管理中出现的网络营销互动平台需要进一步发展、操作流程过于繁杂、一线员工流动性较高,以及品牌效应不强等问题,同程网应采取开发联接景点与游客的互动平台,优化企业内部的操作流程,灵活设计一线员工管理制度和方法,提高品牌效应等优化措施,以促进企业更好地发展。     

关系营销是客户关系管理的核心理念和指导思想

关系营销是客户关系管理的核心理念和指导思想,客户关系管理的核心是客户关系。通过客户关系管理这一过程,企业最大程度地掌握和利用顾客信息,以培养和增强顾客的忠诚度,实现顾客的终身挽留。关系营销与客户关系管理进行有效整合,可以使关系营销理论得到全新发展,也让客户关系管理理论在中国的环境中得到更好的发挥和实现。