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Book part
Publication date: 26 November 2020

Zeynep Bilgin-Wührer and Gerhard A. Wührer

Understanding the customer has been the focus of attention of businesses and academia for many decades. Starting in 1960s, complex buyer behavior models developed by Nicosia, by…

Abstract

Understanding the customer has been the focus of attention of businesses and academia for many decades. Starting in 1960s, complex buyer behavior models developed by Nicosia, by Howard and Sheth (1969), were followed by Engel, Blackwell and Miniard in 1978 (Engel, Blackwell, & Miniard, 1990) to understand the buying process, shaping the thoughts today about consumers’ experiences in an omnichannel world. Interest in customer perceptions and expectations (Parasuraman, Berry, & Zeithaml, 1991), SERVQUAL (Parasuraman, Zeithaml, & Leonard, 1985) and SERVPERV (Cronin & Taylor, 1994) moved the academia to discuss the relationship marketing (Morgan & Hunt, 1994; Parvatiyar & Sheth, 1999; Peterson, 1995; Sheth & Parvatiyar, 1995). Wilson’s model (1995) of buyer–seller relationships extended the former models with additional concepts like social bonds, comparison level of alternatives, power roles, technology, structural bonds and cooperation as influencers on relationship development stages. His emphasis reflects a high relevancy in the omnichannel world of customers’ interactions today. Winer (2001), a pioneer to discuss the customer relationship management focused on a database to know about customers’ purchase history and interests. The millennium look at customer lifetime value is again relationship focused. For Fader, Hardie, and Lee (2005) rather the long-term focus of the consumer value and actions are important to understand the loyalty and nonlinear nature of relations. While Reinartz and Kumar (2003) focused on profitable customer lifetime and customer heterogeneity, Verhoef (2003) analyzed the impact of customers’ relationship perceptions and relationship marketing instruments on both customer retention and customer share development. The customer-centric thinking was first discussed by Grönroos (2006) within a new definition of marketing. The service dominant logic (Vargo & Lusch, 2008) resulted in the next highlight, the co-creation of value with customer involvement and customer advisory (Güngör, 2012; Güngör & Bilgin, 2011; Messner, 2007) empowering the customers and giving them the control over the supplier networks. Different factors will be influential at different stages of the buying process of customer clusters. The Web- and non-Web-based customer-centric measures can be multifold. Andersson, Movin, Mähring, Teigland, and Wennberg (2018) and Bank (2018) emphasize the importance of technology readiness focus throughout the customer–supplier journey. The question to be answered is, to which extent the empowered customers and the suppliers of this age are ready to adopt, embrace and finally use new technologies in the omnichannel world of holistic interactions that form new visions, expectations, values and desires in a tremendous speed. Ideas and experiences are shared and exchanged in online communities without the need of the involvement of the suppliers. This “holistic view” challenges firms further through the seamlessness it requires to create unity. Customer-centric research needs a new push for the development of instruments and measures to cope with the consumer decision process challenges. Process thinking is needed to capture the purchasing habits in an omnichannel world and to build a new thought for customer journey experience with the aim to understand technology-linked value propositions of customer clusters to optimize channel interactions. Customer journeys have to focus and describe the online/offline experiences at the hybrid shopping mile, trace the behavioral influential factors of the customers’ and sellers’ world in a technological environment. This chapter will discuss “Technology based Orbit Interactions” for “The Hybrid Shopping Mile and its Customer Journey Mapping” with a “Customer Intelligence Framework.” The outcome of the hybrid customer journey mapping gives orientation for customer-management decisions in developing new approaches.

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Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

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Book part
Publication date: 16 November 2022

Peter Raisbeck

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Architects, Sustainability and the Climate Emergency
Type: Book
ISBN: 978-1-80382-292-1

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Mixed-Race in the US and UK: Comparing the Past, Present, and Future
Type: Book
ISBN: 978-1-78769-554-2

Book part
Publication date: 10 November 2011

Mauro Normando Macêdo Barros Filho and Circe Maria Gama Monteiro

This chapter aims to discuss the segmented city in the less developed world, focusing on its informal settlements. The main assumption is that the walls of informal settlements…

Abstract

This chapter aims to discuss the segmented city in the less developed world, focusing on its informal settlements. The main assumption is that the walls of informal settlements change from rigid to fuzzy ones, as they are analyzed using finer scales. In order to show this change, this chapter is divided into four sections. The first section analyzes the changes in two types of urban structure model: the segregated city model and the segmented city model. The second section describes the changes in governmental intervention models for informal settlements in Latin American cities, emphasizing what has been happening in the city of Recife, Brazil. The third section investigates the fact that, despite the changes in terms of governmental intervention models for informal settlements, there are still limits on the official city maps that effectively impede any appropriate representation of them. In order to show the gaps between the official cartographic representations and the reality of informal settlements, the last section of this chapter analyzes in more depth the walls of one specific informal settlement in Recife called Brasília Teimosa. This finer scale analysis allows us to see that its walls are even more fuzzy and permeable than the walls of the many formal settlements.

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