基于物流客户需求模式的物流客户满意策略

本文认为,营销的实质是追求客户满意。追求物流客户满意、提高物流客户价值、使物流客户达到一个较高的满意度水平是物流营销的实质和目标。物流客户的需求受多种因素的影响,通过对物流客户需求内在规律性的分析可以发现物流客户需求模式的客观性。物流客户的需求模式包括三个阶段的内容:其一是刺激部分,即物流需求的产生源自内在动机和外部激励;其二是混合思维过程,该过程受思维者各种客观条件的约束;其三是反应过程,即物流需求者经过思维之后作出对物流服务的各种要求。为根据物流客户需求的特殊性采取相应的物流营销策略,实现物流客户满意,现代物流企业应参与到客户需求产生和决策的过程之中,与客户零距离接触,真正体验并满足客户需求,提高客户忠诚度,最终实现客户满意。     

基于韩国文化产业的发展视角发展我国文化产业

韩流作为一种文化产业,不仅仅扩大了韩国文化的影响力,更为韩国创造了大量的经济价值。我国具有悠久的历史文化传统,借鉴韩国文化产业的发展经验,对于创新和发展我国的文化产业具有重要的现实意义。我国政府应从加大政府扶持力度,挖掘民族资源,创建文化品牌等方面入手,大力推进我国文化产业的发展。     

Customer Equity Models for Mainland China and Taiwan's Economy Hotels

The economy hotel industry in Mainland China has grown rapidly in the last 20 years. At the same time, Taiwan has aggressively marketed development for the last five years. This work develops a customer equity model for economy hotels and compares model differences for Mainland China and Taiwan. In total, 297 completed questionnaires were collected in Mainland China and 318 in Taiwan. Model testing was conducted through structural equation modeling (SEM). Analytical results reveal that travelers focused more on relationship equity and brand equity in Mainland China, while travelers in Taiwan focused on value equity and brand equity, and that strengthening these will strengthen customer equity. Finally, implications and suggestions for future research are discussed.     

The Role of CSR and Responsible Gambling in Casino Employees' Organizational Commitment,Job Satisfaction,and Customer Orientation

This study aims to examine not only the impact of corporate social responsibility (CSR) on casino employees' organizational commitment (OC), job satisfaction (JS), and customer orientation (CO), but also the effect of responsible gambling (RG) on CO. In particular, this study examines how employees' expectation of implementing RG strategies influences their attitude toward customers. For this purpose, this study conducted a survey of employees (n?=?307) who were working for a casino in Seoul, Korea. The results of this study indicate that economic, legal, and philanthropic CSR had an effect on OC, which, in turn, influenced JS. Additionally, JS and the expectation of RG strategies were found to influence CO. These findings will contribute to understanding the impacts of CSR and RG on casino employees' behavior toward customers and providing practical implications to the casino industry.     

Services Research in Destination Marketing

Abstract

This paper examines the past performance of, and future prospects for, services marketing research into tourism destination marketing and management. While service delivery by individual enterprises is important, the fundamental products of the industry are destination experiences that incorporate commercial tourism services as well as non-commercial activities and interactions. For this reason, the paper focuses on tourism destinations rather than the individual enterprises that deliver services to tourists at destinations. The paper identifies areas that have attracted a concentration of research effort to date. The principal objective of the paper, however, is to identify services research issues deserving greater attention by service researchers in general and tourism researchers in particular.     

Impact of an Airline Merger on Customer Satisfaction

ABSTRACT

Given the radical changes in the airline industry where many airlines struggle to sustain their financial viability, consolidation appears to be one viable option for airlines. While airlines guarantee that consolidation will bring better customer service, the traveling public fears the effects of mergers that result from less competition. Using the AA/TWA merger, this article presents the results of an empirical study that provides both the airline public and airlines with insight into the real impact of an airline merger on airline service and customer satisfaction.     

Measuring customer experience in situ: The link between appraisals,emotions and overall assessments

Customer experience is frequently researched using one-off recall studies, missing the opportunity to assess the momentary fluctuations associated with consumption in real time. To address this gap, this study investigates how specific experience appraisals of an event affect emotions at different points in time, as well as determining how these appraisals contribute to overall satisfaction, recommendation, and repeat visitation. Fifty-one event goers report their experiences on four occasions (three during and one post event). Results show appraisals of having fun predict feelings of joy at each of the three sampling periods, whereas appraisals of sensory experience predict feelings of inspiration. Overall, sensory appraisals at Time-2 and appraisals of fun at Time-3 are associated with higher ratings of recommendation and repeat visitation. This research extends the understanding of customer experience by demonstrating the differential role of appraisals and emotions in real time and the flow-on effects to post experience assessments.     

Improving consumer commitment through the integration of self-service technologies: A transcendent consumer experience perspective

An increasing number of hospitality firms have integrated self-service technologies (SSTs), yet limited studies exist concerning consumers’ experience of using SSTs. The present research theorizes SSTs experience as a bi-dimensional (i.e., extrinsic and intrinsic) construct and tests its impact on consumer commitment (i.e., affective, temporal, and instrumental commitment). This research further examines the potential mediating effect of transcendent consumer experience (TCE) on the tested relationships. Results of Structural Equation Modeling using a sample of 223 hotel and restaurant consumers reveal that TCE fully mediates the impacts of SSTs’ extrinsic attributes on the instrumental commitment as well as the impacts of SSTs’ intrinsic attributes on the instrumental and the temporal commitment. In contrast, TCE partially mediates the impacts of SSTs’ extrinsic attributes on the affective and the temporal commitment as well as the impacts of SSTs’ intrinsic attributes on the affective commitment. The paper concludes with theoretical implications and managerial implications.     

PARTicipative inquiry for tourist experience

Despite a wealth of research on the tourist experience, empirical evidence remains weak due to difficulties in data collection during people’s holidays. Tourist experience has thus primarily been analysed from a fixed point, such as prior motivations to travel or retrospective accounts. However, this obscures important information on tourists as they transition through the total experience. This paper presents participative inquiry as a novel methodology for the acquisition of data before, during and after the holiday; facilitating ‘prospective’, ‘active’ and ‘reflective’ triangulation (PART). We provide an empirical example of PARTicipative inquiry in practice, highlighting the benefits and challenges of this approach alongside the (otherwise) hidden insights it reveals into the responsible tourist experience.     

How Global Airports Engage Social Media Users: A Study of Facebook use and its Role in Stakeholder Communication

Examining airports’ use of Facebook, particularly the types of information they have provided to, and established with, users, this study was conducted using the framework of the five functional aspects: communications, promotions, product distribution, research, and management relationship building. The results show that the airports studied used Facebook for various aspects of communication with users, different airports concentrating on different areas. The study also supports previous findings in revealing a lack of strategic marketing, and showing that the limited uniformity of airports’ Facebook pages lessens the effectiveness of communication. The findings of this study benefit airports, especially those with limited budgets and limited human resources for social media. The findings also imply and highlight actions and strategies being used to successfully promote posts on Facebook. The use of such strategies is expected to gain airports greater popularity and enable them to develop a more positive public image.