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141.
营销口碑的产生路径与创造研究 总被引:11,自引:0,他引:11
在国内市场竞争日益激烈的今天,良好的口碑是企业长期获得客户的根本保证。它本质上是关于某一组织的信用和可信赖度、经营方法、产品和服务等方面的信息,可以从一个顾客传播到另一顾客,是企业长期努力的结果。口碑的产生受企业、渠道成员、意见领袖、媒体、竞争对手、消费者六个因素的影响。而创造口碑的路径有: 赢得消费者的注意、善用意见领袖、制造系列成长故事、善用渠道和媒体及提供差异化的产品和服务等。 相似文献
142.
消费者的购买决策受到其他消费者意见和行为的影响,现代技术的发展极大地提升了消费者社会互动作为市场力的重要性,同时信息技术的发展也为企业促进这两种社会互动创造了越来越多的机会。通过介绍口碑传播和观察模仿的内涵,分析其对销售的不同影响及产品生命周期对消费者社会互动的影响,认为企业应在产品的投入期关注消费者社会互动,应在网站上提供现有消费者的选择信息,应慎重提供消费者发布评语的平台,应区分不同等级的顾客;应根据不同的产品市场状况,制定不同的反应策略,正确应对第三方的产品评论,以此管理消费者的社会互动。 相似文献
143.
The structure of customer satisfaction with cruise-line services: an empirical investigation based on online word of mouth 总被引:2,自引:0,他引:2
Given the importance of the cruise segment in the tourism industry and the limited number of prior studies in the area, this study empirically explores the structure of customer satisfaction with cruise-line services by evaluating the attributes of cruises that are significant to passengers. Using 44,993 voluntarily provided customer reviews published on a cruise guide website, a stepwise regression analysis is conducted to examine the effects of the attribute performance of cruises on customer satisfaction and dissatisfaction. The findings empirically confirm the validity of the two-factor theory of customer satisfaction in the cruise tourism context. The asymmetric relationship of some attributes makes it possible to identify dissatisfiers, satisfiers, and hybrid factors for the cruise industry overall and cruises on ships of different tonnage. The results can help managers in the cruise industry understand what aspects of cruises should be given more attention to improve their competitive edge. This study is one of the first to look separately at the determinants of customer satisfaction and dissatisfaction in the emerging cruise industry and proves that the two-factor theory is applicable in a new environment. 相似文献
144.
Traditional word of mouth (WOM) involves personal communications among family, friends, and others. Today, social media sites like Facebook offer the possibility of electronic word of mouth (eWOM), a mediated form of WOM. Little is known about the best way for marketers to use social media. Even less is known about international differences in consumer usage of social media and how eWOM influences consumer decision-making. This study helps address that research gap and uses cultural dimensions to compare the use of social media and other information sources for consumer decision-making across 50 countries. The results indicate that the use of information sources that influence online purchase decisions strongly varies by culture. For example, relationship-oriented collectivists rely to a greater extent than individualists on social media, which are an alternative for interpersonal WOM communication. Interestingly culture affects the influence of social media on purchases differently than the influence of traditional WOM through family or friends. Furthermore, there are major differences in online complaint behavior by country, due to cultural variations. 相似文献
145.
运用通用有限元分析软件ABAQUS分析某型水雷水下爆炸作用下的舰船结构动态响应,并得出以下重要结论:某型水雷水下爆炸产生的压力包括冲击波和多次气泡脉动压力,冲击波的能量主要作用在中高频,气泡膨胀产生的气泡脉动压力的能量以低频为主。水雷载荷作用下舰船结构响应具有局部性,舰船底部是冲击波载荷的主要承受者,其应力要比上层建筑大,而舰船底部最大应力则集中在中部迎爆面处。由于冲击波作用的区域比较大,舰船的艏部和艉部也受到了一定的冲击影响,但相对中部迎爆面处来说要小得多。 相似文献
146.
Walter J. Carl 《Journal of Marketing Communications》2013,19(3):225-241
Prevailing views of organized word‐of‐mouth (WOM) marketing programs suggest that disclosing corporate affiliation reduces perceived credibility and hampers campaign effectiveness. To test this view we surveyed WOM marketing agents and their conversational partners (CP) after a WOM marketing episode. Results indicate that when disclosure occurred – defined as when the CP was aware they were talking with a person participating in an organized WOM marketing program – agents were rated as more credible, CPs had fewer negative feelings about the agent's corporate affiliation, and CPs told more people about the brand being discussed. These counter‐intuitive results can be explained in part by the existing personal relationship between the agent and CP and invite us to consider how personal relationships may moderate the impact and potential business advantages of disclosure in organized WOM marketing programs. 相似文献
147.
《Journal of Relationship Marketing》2013,12(1):63-87
Abstract The concept of Customer-Perceived Value (CPV) has become a matter of increasing concern in marketing literature. However, there are few empirical studies that attempt to examine the notion of it. Filling this gap, this study provides a conceptual as well as empirical investigation of CPV as a formative construct and also offers an insight regarding the role of CPV in influencing, through satisfaction and loyalty, the behavioral intentions of word of mouth, repurchase intention and cross-buying. Furthermore, the potential moderating role of social pressure in the relationship between satisfaction and loyalty is also examined. The results suggest that delivering superior customer value enables a firm to achieve favorably behavioral intentions. Implications for practice, study limitations and future research are discussed. 相似文献
148.
This study is an experimental investigation of the influence of social media on choosing an overseas study destination. The elaboration likelihood model of communication and persuasion provides a conceptual basis for this study. Data was collected through convenience sampling of Chinese students from three Brisbane tertiary institutions. Participants were provided with one of the four treatments with manipulated stimuli. Results suggest that social media content is an influential factor in determining destination attractiveness, and may, if correctly specified, facilitate high elaboration and generate corresponding positive or negative impressions of the study destination from students. 相似文献
149.
火灾、爆炸指数法在天然气净化厂安全评价中的运用 总被引:1,自引:0,他引:1
采用火灾爆炸指数法对天然气净化厂生产装置进行了安全评估。以脱硫单元为例,阐述了评价的程序、内容。指出.在没有采取安全措施之前,净化厂危险等级很高,而采取了包括先进DCS控制在内的多项工艺安全措施之后,净化厂的事故风险已降低到可被接受的程度.同时还提出了管理和工艺技术方面的安全对策措施。 相似文献
150.
Wisdom of Crowds: Cross‐Sectional Variation in the Informativeness of Third‐Party‐Generated Product Information on Twitter
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VICKI WEI TANG 《Journal of Accounting Research》2018,56(3):989-1034
This paper examines whether third‐party‐generated product information on Twitter, once aggregated at the firm level, is predictive of firm‐level sales, and if so, what factors determine the cross‐sectional variation in the predictive power. First, the predictive power of Twitter comments increases with the extent to which they fairly represent the broad customer response to products and brands. The predictive power is greater for firms whose major customers are consumers rather than businesses. Second, the word‐of‐mouth effect of Twitter comments is greater when advertising is limited. Third, a detailed analysis of the identity of the tweet handles provides the additional insights that the predictive power of the volume of Twitter comments is dominated by “the wisdom of crowds,” whereas the predictive power of the valence of Twitter comments is largely attributable to expert comments. Furthermore, Twitter comments not only reflect upcoming sales, but also capture an unexpected component of sales growth. 相似文献