Customer Perception in the Health Care Sector:

Customer perceptions of quality play a major role in the success or failure of an organization. Their perception also serves to determine their level of satisfaction or dissatisfaction. This paper will discuss those factors that the customer perceives as "quality" factors and how those factors affect satisfaction. The second section of the paper will look at who is (or should be) responsible for implementing and carrying out the goals of a quality improvement program. A case study of a large hospital located in the American Midwest is also presented. Finally, recommendations for the best way to begin a quality improvement program (i.e., measure customer perceptions of quality, involving everyone, and making a real commitment to this program--forever) will be given.     

Capturing the Evolution of Customer–Firm Relationships: How Customers Become More (or Less) Valuable Over Time

Few studies have examined the influence of marketing activities while accounting for customer dynamics over time. The authors contribute to this growing literature by extending the hurdle model to capture customer dynamics using a hidden Markov chain. We find our dynamic model performs better than static and latent class models. Our results suggest the customer base can be segmented into four segments: Deal-prone, Dependable, Active, and Event-driven. Each segment reacts differentially to marketing activities. Although catalogs influence both purchase incidence and the number of orders, this marketing activity has the largest impact on purchase incidence across all four segments. In contrast, retail promotions are more likely to influence the number of orders a customer will make for all of the segments except for the Deal-prone segment. For this segment, retail promotions have the strongest impact on purchase incidence.     

品牌认知对消费者购买行为的影响

通过提出一个概念模型,探讨品牌知识和品牌关系如何影响消费者当前购买行为和未来购买行为。研究结果表明品牌认知(包括品牌知名度和品牌形象)直接影响消费者的当前购买行为,但是不直接影响未来的购买行为;品牌认知通过品牌关系(包括品牌满意度、品牌信任和情感)影响消费者的未来购买行为,并从产品质量、服务理念、品牌形象和消费感受四个方面提出对策建议。     

Consumer Believability of Information in Direct-to-Consumer (DTC) Advertising of Prescription Drugs

Direct to consumer (DTC) advertising has attracted significant research attention, yet none has focused on empirical assessments of its overall impact on U.S. consumers nationally, and tying assessment to relevant behavioral outcomes. This paper addresses the ethical issue of DTC advertising providing a balance of product and risk information that is both understandable and believable, and contributes direction to those exploring this phenomenon. Richard F. Beltramini is currently Professor of Marketing in the School of Business Administration at Wayne State University. He received his Ph.D. from the University of Texas at Austin, and served on the faculty of Arizona State University for fifteen years. His teaching interests include advertising and marketing management, research, and strategy. His primary research focus is on the believability of marketing communications information, and he has published in the Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Marketing, and a variety of other journals, conference proceedings, and books as well as co-editing Gift Giving: A Research Anthology. Dr. Beltramini has served on the Editorial Review Boards of a number of academic journals, as guest editor of special issues of the Journal of Business Ethics and the International Journal of Internet Marketing and Advertising, as international president of the American Academy of Advertising, as a member of the American Advertising Federation's National Academic Committee and several other professional and business organizations, and is active as a consultant to several international organizations. He is the recipient of several national competitive grants and awards for his teaching and research, including the National Science Foundation, is the only faculty recipient of both his school’s Excellence in Research and Excellence in Teaching awards, and is currently the first Board of Visitors Faculty Fellow. Prior to academe, Dr. Beltramini worked for Texas Instruments, Inc. and The Drawing Board, Inc., both in Dallas, and he has also worked as a Visiting Research Professor for J. Walter Thompson Advertising in Chicago, Honeywell Information Systems in Phoenix, and the Federal Trade Commission in Washington, D.C.     

客户关系管理的研究现状、不足和未来展望

本文认为,企业实施客户关系管理的动因主要有顾客角色的变化与交换双方权力的转移,超强竞争环境,营销管理重心的转变以及互联网等通讯基础设施与技术的蓬勃发展等四个方面。目前客户关系管理研究中的主要问题是狭隘地理解客户关系管理,仅仅将其看作是一种管理软件;顾客权益的内涵尚不明确;尚未找到一种能够平衡顾客价值与企业价值的绩效评价方法;对顾客知识的研究基本空白等。文章还指出了未来客户关系管理研究的四大主要领域,即顾客权益合理内涵、评价方法与驱动因素及其在CRM中的应用;顾客价值的内涵多维动态评价体系、创造机制与驱动因素;顾客知识管理模型与数据挖掘技术的运用以及价值导向型客户关系管理的实施流程与竞争能力等。     

基于多情境因素调节的顾客忠诚管理研究

本文以移动通信服务业为对象,通过实地访谈和抽样调查等研究方法,应用SPSS11.0统计软件包,分析不同情境因素调节作用下顾客满意、关系信任和转换成本对顾客忠诚的驱动机制,探讨顾客忠诚的形成机理。研究结果表明,顾客忠诚的形成离不开顾客满意、关系信任和转换成本等驱动因素的直接影响,而在顾客忠诚的形成过程中,这种驱动作用总是受制于产品经验、利益相关性、替代选择性和产品复杂性等情境因素的调节作用。研究结果对我国企业经营者制定顾客忠诚驱动策略和改善顾客关系管理工作具有重要的现实意义。     

Inter-Satisfaction between Website and Automated Call Distribution (ACD) Systems

Websites and an Automated Call Distribution (ACD) system in a call center are both considered important customer relationship technologies. Integrating concepts from information systems quality and trust transference theory, this paper introduces the concept of inter-satisfaction: the extent to which customer satisfaction with a website leads to satisfaction with an ACD and vice versa. It is hypothesized that dissatisfaction with either the website or the ACD influences potential brand-switching behaviors. A model, largely drawing upon concepts of user satisfaction as developed in information system research, is presented. The model is then tested using data from passengers using Low Cost Carriers (LCCs) in South Korea, specifically 366 passengers at the Jeju International Airport, who experienced both their airlines’ website and call center. A structural equation modeling analysis demonstrates that satisfaction with the website transfers to satisfaction with the ACD system, but not vice versa, and that only dissatisfaction with the website creates a brand-switching intention.