Influence of customer application experience and value in use on loyalty toward retailers

This study aims to explain the mechanism by which user experience with retailer applications could lead to loyalty toward retailers. The data were collected through a survey in Indonesia (n = 717). The results support the positive impact of customer experience (i.e., sensorial experiential state, affective experiential state, interactivity, and relative advantage) on value in use. Value in use mediates the effects of customer experience on satisfaction and loyalty toward retailer application. In turn, these two constructs increase loyalty toward the retailer. These findings contribute to the theoretical and practical understanding of the impact of retailer applications on the customer-retailer relationship.     

Reconceptualizing value creation: Exploring the role of goal congruence in the Co-creation process

As companies gradually shift from the exchange view to the resource integration view, the creation of value also shifts from the customer sphere to the joint sphere. As a result, the customer and service provider are responsible for co-creating value through resource integration. However, it raises the question of whether customers are capable of contributing to the co-creation of value. Our study proposes a framework of how goal congruence plays a pivotal role in the resource integration process between all actors in the joint sphere. When the level of goal congruence between customer and service provider actors is high, it stimulates the exchange of valuable resources from all actors, which leads to the actual experience of co-creation resulting in value-in-use and improves service outcomes, i.e., customer satisfaction and loyalty. Data were collected through a field survey from salon-and-spa customers (n = 530) and PLS-SEM was employed to test the hypotheses and further analysis. The results show that goal congruence impacts customer satisfaction and loyalty through value-in-use. Therefore, suggesting service providers to properly socialize their goals will be a good strategy to increase customer capability to co-create value and ultimately enhance customer satisfaction and loyalty.     

Identifying multi-channel value co-creator groups in the banking industry

The purpose of this paper is providing a value co-creation management framework in the banking industry using the data analysis. Moreover, a multi-channel segmentation approach will be developed in order to identify customer segments based on the use of each channel. Managing value co-creation can be defined as determining the channel that may be used by the customer and the kinds of encounters that lie in these channels to have different impacts on the customer for various types of encounters. The model is built on the basis of the related literature and the collaboration of a Customer Relationship Manager in a large bank in Iran. Then, a multi-channel segmentation model is developed based on the RFM variables of the five banking channels for each customer. Next, about 11,000 customers of the bank is segmented by comparing the k-means and DBSCAN algorithms. Finally, by adapting customer segments on the value co-creation framework, three general groups are identified based on the type of encounter that lies in each channel. Moreover, twenty-seven small groups are recognized based on the desirability of the customer use of the channels.     

Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation

The study proposes a comprehensive model framework, Online Customer Experience-Attitude Behaviour Context model for online grocery retailing in a digital scenario. The research also studies the concept of value co-creation in a moderated mechanism. Data was collected from 526 respondents buying groceries online. Analytical Hierarchy Process, SPSS 23, AMOS 22 and PROCESS Macro were applied for further analysis, testing the hypothesis and model formulation. The results reveal that the antecedent's convenience, recovery, and delivery experience impacted the attitude significantly. The emerging concept of value co-creation influenced the overall relationship between the antecedent of Online Customer Experience and attitude but at lower level of value co-creation. Thus, suggesting that involving customers time to time in co-creating a delighting Online Customer Experience may be a good strategy for the online grocery retailers to elevate online customers' attitude and repurchase intention.     

Exploring value co-creation in Fan Fests: the role of fans

Abstract

Fan Fests have recently provided various opportunities for host cities, organizers, sponsors and fans, manifesting a modern intersected third place service setting (other than a stadium) where varied stakeholders can co-create value and sport experience and consumption can take different forms and shapes. Yet, although Fan Fests are becoming integral parts of mega-events, research has fallen short of capturing the unique nature of such value co-creation ecosystem, and the role of fans in such value co-creation environment. This paper takes up this challenge and explores the still evolving nature of the Fan Fest, using a primarily consumer and participant focused approach in order to explore the experiences of a Fan Fest and address questions of event construction, participation, organization and consumption. Drawing on SDL and Consumer Culture Theory perspectives we situate the role of fans in value co-creation in Fan Fests and provide implications for management and future research.     

Interpreting value in the customer service experience using customer-dominant logic

Abstract

Traditionally, customer value has been examined from the perspective of the firm. New understandings of customer value from the customer-dominant logic perspective of services emphasise the need to move away from the service-dominant perspective and adopt a customer-based approach that considers value within the broader context of a customer’s lifeworld. This article explores how individual customers make sense of their participation in an extraordinary, commercially-driven consumption experience. A phenomenological approach is taken to understand the lived experience of these participants. The findings of this exploratory study reveal the highly complex nature of value in the experience in the chosen context of luxury driving experience days. Theoretical and managerial implications are discussed.     

Generational value differences of baby boomers in Thailand

Researchers are expanding our knowledge of cultural value systems by exploring the diverse values that are held by different generations in various countries. The majority of these studies have focused on Western countries with little attention being given to cross cultural differences. This point is particularly true of Asian countries such as Thailand. To fill this research gap, this study explores the generational value differences of baby boomers in Thailand using the Rokeach Value Survey (RVS). The initial comparison is with the United States, which is the most studied country, and then concludes with observations on how Thailand's generational cultures contrast to the findings of similar studies throughout the world using the same RVS instrument.     

Disruptive framing in value creation and price setting: Transforming value with strategic frames of reference

Framing in business is frequently found in the digital economy with dramatic and innovative new products and disruptive value propositions. However, framing in business is not an exclusively digital economic strategy. Creating or revising frames of reference, value propositions, and pricing based on either new or newly framed offerings is a basic strategy skill that brings new differential value creation to customers and new price-setting models to firms. In this article, I define framing and explain its influence on managerial cognition as well as its application to value-based marketing and price setting. Using economic value theory and behavioral economics, I propose steps managers and decision makers can take in an effort to achieve framing innovation as a way to leverage the disruptive competitive advantages that flow from strategic frames of reference in the marketplace.     

The development of a consumer value proposition of private label brands and the application thereof in a South African retail context

Private Label Brands are of strategic importance to retailers worldwide. However, there is a dearth of knowledge, particularly in emerging markets, as to the manner in which consumers cognitively assess these brands. At the heart of the issue is a gap in knowledge as to how consumers formulate a value proposition in their minds and the effect of loyalty to existing brands. This paper assumes a positivist, hypothetico-deductive approach by attempting to address the question: What are the key drivers of perceived value of private label branded breakfast cereals, taking price, perceived risk and perceived quality into account? Moreover, the study considers how various attributes of brand image contribute to the perception of brands and the extent to which loyalty to established national brands inhibits purchasing intent of private label merchandise. A conceptual model was developed, and tested by means of Partial Least Squares path analysis, using a sample of 482 respondents. The outcome reflects that consumers take cognisance of value through price, risk and quality cues, but that loyalty to existing brands has a minimal effect in the final stage of the model. Moreover, both in- and out-of-store influences were found to play a significant role in the determination of product quality. Retailers therefore possess a number of levers at their disposal to influence perceived value, most notably price, product quality and the perceived risk portfolio, as well as packaging, shelf placement, store environmental factors, etcetera.     

The drivers of consumer value in the ECR Category Management model

This paper critically evaluates the proposed structure and contents of a frequently discussed Category Management (CM) model in the Efficient Consumer Response (ECR) context. Based on this we present an extensive empirical study where the data from a survey of 202 household representatives are merged with their actual purchasing data taken from a consumer purchase panel (>30,000 purchase observations). The results from an exploratory factor analysis and subsequent multiple regression analyses show that the investigated CM model needs to be amended by personnel and point-of-sale aspects as they affect Consumer Value significantly. The investigated differences between the drivers of Consumers' Value call for including both survey and consumer purchase data and consequently incorporating attitudinal and behavioural aspects into Category Management.     

The metrics of knowledge: Mechanisms for preserving the value of managerial knowledge

In recent years there has been a dramatic increase in the scholarly study, and actual implementation in work organizations, of knowledge systems. While much of this effort has been directed toward making these systems more efficient, a gap has developed between the need to preserve and safeguard managerial knowledge, and the continued hemorrhaging of the same from the pool of organizational knowledge. This article describes that gap and suggests a set of mechanisms (socialization, tutoring, mentoring, and continuous reporting) which may be used to reduce the loss of critical knowledge. Because knowledge is fundamentally a cognitive phenomenon, these mechanisms emphasize the sharing of knowledge by experienced, with less experienced, managers. This article also recommends that these largely informal mechanisms be absorbed by the organization to become an integral component of the formal modes of knowledge management, in particular the institutional knowledge system.     

Examining the antecedents and consequences of perceived shopping value through smart retail technology

This study examines the antecedents and consequences of perceived shopping value through smart retail technology. Specifically, we propose that perceived complexity, perceived advantage, perceived novelty and perceived risk of using smart retail technologies determine consumers’ perceived shopping value, which, in turn, influences their store loyalty and intentions to adopt smart retail technology. Further, we propose that consumer innovativeness moderates these relationships. Survey responses from 338 actual shoppers with prior experience of smart retail technology were used to test the research model, while structural equation modelling was used to develop the proposed hypotheses. The present study offers a better understanding of consumer adoption of smart retail technology that may help managers to develop adoption strategies for successful implementation of smart retail technology in-store.     

On the Role of Experience in Developing Service Satisfaction in Consumer Financial Planning Services

ABSTRACT

This study of consumer professional services examines the role of experience in the development of service satisfaction with the personal financial planning services firm. Product experience possessed by the client moderates the interlinkages between service satisfaction and its two antecedents-performance and relational behaviour. The results of sub group analysis indicate that effects of the performance and relational behaviour vary considerably under different product experience conditions. The findings therefore add new insight to the understanding of satisfaction formation under different experience conditions, especially in the context of consumer personal financial planning services.     

Opening the black box of gameful experience: Implications for gamification process design

Gamification is attracting the attention of practitioners and researchers because of its power to generate experiential value for users. However, despite its wide adoption by managers, the practice is poorly conceptualized. In response to this theoretical gap, we propose a set of foundational propositions developed using a microfoundational approach. We explain gameful experience, and we construct a conceptual framework that depicts the underlying process. We expand prior research on the topic through the notion of gameplay. Our conceptual discussion of gamification suggests a research agenda that can stimulate further academic efforts.     

Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony

Existing literature offers scant evidence of how BoP (bottom of the pyramid) consumers with limited product knowledge and interaction with product designers and marketers can co-create value. The current paper addresses this issue by analysing Bangladeshi farmers' use of mobile telephony. The findings suggest the value-in-use is facilitated or inhibited by product features, socio-economic practices, individuals' capabilities and the appropriation of mobile telephony. The paper demonstrates how BoP customers can co-create value with or without direct support from marketers and offers a theoretical framework for the co-creation of value and contributes to the current understanding of BoP market dynamics.     

Network knowledge and business-relationship value in the foreign market

Based on the key assumptions that firms are opportunity seeking and that they gain critical knowledge operating in a network of relationships, this paper focuses on early expansion in foreign market networks. In particular, the paper examines the relation between experience and business-relationship value in a foreign market. While experience and experiential knowledge are central concepts in international business, little has been written about their effects on the value of business relationships. The paper formulates a set of interrelated hypotheses on the effects of international experience, experiential network knowledge and importance of customer and competitor knowledge on the value of business relationships in a foreign market. They are combined in a structural model, which is tested on a sample through LISREL. The main conclusion drawn from the study is that experiential network knowledge and knowledge about the importance of customers and competitors in the network influence the value of business relationships in a foreign market in different ways.     

Looking good or feeling good? The dual role of the body in the taste transformation process

ABSTRACT

This paper investigates the process of taste transformation in body-centered consumption fields and the role of the body in this process. Although previous studies have investigated taste acquisition, the body is still commonly understood only as the enactor of the practices in this process. By analyzing the context of healthy living, this study identifies the body as a lived-in trigger of taste transformation and the main place where change unfolds. It demonstrates how, after taste transformation, the body becomes a lived-in enactor of practices that display mastery of the tenets of a taste regime but is still captured in normative systems that animate the desire for change. The findings reveal that the body is both situated in normative beauty systems and an embodied enactor of practices and that by unveiling its dual role, it allows individuals to navigate distinction-over and distinction-between.     

The Role of Personal Values in Fair Trade Consumption

Research in the U.S. on fair trade consumption is sparse. Therefore, little is known as to what motivates U.S. consumers to buy fair trade products. This study sought to determine which values are salient to American fair trade consumption. The data were gathered via a Web-based version of the Schwartz Value Survey (SVS) and were gleaned from actual consumers who purchase fair trade products from a range of Internet-based fair trade retailers. This study established that indeed there are significant interactions between personal values and fair trade consumption and that demographics proved to be useless in creating a profile of the American fair trade consumer.     

The bargaining power,value capture,and export performance of Vietnamese manufacturers in global value chains

This study examines the payoff of various initiatives taken by Vietnamese manufacturers to increase their bargaining power relative to global buyers and capture a larger share of the value generated in global value chains. The study focuses on functional upgrade initiatives (i.e., product development, after-sales services, distribution, and promotion) and negotiation process initiatives (i.e., market intelligence and improvement of negotiation skills). A structural equation modelling method is used to analyse the data collected in 2017 from 354 Vietnamese manufacturers inserted in global value chains. The study finds that all initiatives, except after-sales services, significantly strengthen the manufacturers' bargaining power, which, in turn, enhances their export performance.     

Online value creation in small service businesses: the importance of experience valence and personal values

Perceived value is of great interest in current marketing research. However, in the area of Internet as a shopping channel of small businesses, there has been little analysis of customer perceived value and its determinants. This paper examines two little analysed aspects of value creation, experience valence and personal values. The analysis of data from a survey of tourism service purchase shows that experience valence, in terms of relevant information, ease of use and customer service, clearly influences perceived value after the online shopping experience. In contrast, only personal values of sense of security and sense of accomplishment influence perceived value.