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Article
Publication date: 11 July 2023

Richard T.R. Qiu, Brian E.M. King, Mei Fung Candy Tang and Tina P. Fan

This study aims to progress scholarly understanding of the staycation phenomenon by examining customer segments and documenting local customers’ attribute preferences.

Abstract

Purpose

This study aims to progress scholarly understanding of the staycation phenomenon by examining customer segments and documenting local customers’ attribute preferences.

Design/methodology/approach

A stated choice experiment is used to examine customer preferences for staycation package attributes. Latent class discrete choice modeling is deployed to classify customers into market segments based on their preferences. The profile of each segment is enhanced by documenting customer characteristics and consumption styles.

Findings

Six prominent market segments are identified using a combination of sociodemographics, consumption styles and staycation attribute preferences. The findings draw on consumer experiences during the COVID-19 pandemic to generate theoretical insights into preferred staycation packages. Empirically, the estimation results from the research framework and choice experimental method demonstrate that staycation market segments exhibit distinct preference structures.

Research limitations/implications

Practitioners and policymakers can incorporate the findings of this study in designing and/or assessing staycation packages. This can ensure differentiated products for defined segments that resonate within local communities through positive word of mouth, thus offering prospective spillovers to visiting friends and relatives.

Originality/value

This is a pioneering study on preference heterogeneity from the customer perspective, with a focus on staycation markets. The findings can encourage and assist hotel sector leaders to capitalize on local market developments to achieve a more resilient hospitality business model.

Details

International Journal of Contemporary Hospitality Management, vol. 36 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

Book part
Publication date: 14 March 2024

Luis Matosas-López

The versatility of customer relationship management (CRM) systems has kept these technologies popular over the years. These solutions have been integrated into organizations of…

Abstract

The versatility of customer relationship management (CRM) systems has kept these technologies popular over the years. These solutions have been integrated into organizations of all sizes, from large corporations to small- and medium-sized enterprises. Similarly, CRM systems have also found applications in all types of industries and business sectors. All this has been the driving force behind the proliferation of CRM solutions around the world. In this chapter, the author not only reflects on the impact and democratization of CRM systems on business management and marketing strategies but also explores how these technologies can determine the company's income. In particular, the author presents an experiment that analyzes the extent to which the volume of annual investment in CRM solutions can be used to predict annual net income in a sample of companies. Using time series analysis and applying the autoregressive integrated moving average modeling technique, the researcher examines a sample of 10 companies from different industries, and countries, over a 20-year period. The results show the efficiency of the predictive models developed in nine of the 10 companies analyzed. The findings of this study allow us to conclude that there seems to be an association between the investments made in CRM solutions and the income of the companies that invest in these technologies.

Details

The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

Keywords

Article
Publication date: 3 November 2023

Abrar Ali Saiyed, Ateeque Shaikh and Suruchika Gupta

The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons…

Abstract

Purpose

The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India.

Design/methodology/approach

This paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons.

Findings

This study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies.

Research limitations/implications

This study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses.

Originality/value

This study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).

Details

Journal of Research in Marketing and Entrepreneurship, vol. 26 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 12 March 2024

Zhisheng Chen

This study aims to investigate the engagement gap between Metaverse and in-person travel, the influence of Metaverse tourism on tourists and the industry and the challenges and…

Abstract

Purpose

This study aims to investigate the engagement gap between Metaverse and in-person travel, the influence of Metaverse tourism on tourists and the industry and the challenges and responses associated with Metaverse technology. The study presents practical cases and highlights the implications of this research for practice, society and future research.

Design/methodology/approach

This study uses a literature review to explore concerns about Metaverse technology in tourism. It analyzes the difference between in-person travel and Metaverse tourism, the impact on tourists and the industry and challenges and responses to Metaverse. The review shows a rising trend in Metaverse tourism research.

Findings

These findings suggest differences between Metaverse tourism and in-person travel. By providing personalized travel options, social interaction, immersive experiences and soliciting visitor feedback, it is possible to enhance the tourist experience. Additionally, the study highlights the opportunities and challenges that Metaverse tourism presents to the tourism industry. The study provides practical cases in the tourism industry and implications for practice, society and future research.

Practical implications

The study’s implications for Metaverse tourism are practical, societal and future research-related. Metaverse technology can enhance the tourist experience through personalized options, social interaction, immersive experiences and feedback. This inclusivity can promote social equity and cultural exchange. Further research is needed to explore the social effects of Metaverse tourism and its long-term impacts on local communities, economies and the environment.

Originality/value

This study contributes by exploring the impact of Metaverse tourism, supporting academic research and practice. It fills a knowledge gap by analyzing the application of Metaverse technology in tourism, providing insights for researchers and practitioners. It offers practical guidance by identifying opportunities and challenges in Metaverse tourism, fostering industry innovation. Additionally, it informs policymakers about the impact of Metaverse tourism on development.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 13 March 2024

Carla Ramos, Adriana Bruscato Bortoluzzo and Danny P. Claro

This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer…

Abstract

Purpose

This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.

Design/methodology/approach

This study collected data from 4,934 customers of a private pension fund firm and accounted for both firm- and customer-initiated relational communication channels (RCCs) and for customer lifetime value (CLV). This study estimated a generalized linear model and then a quantile regression model was used to account for customer performance heterogeneity.

Findings

This study finds that specific RCCs present different levels of association with performance for low- versus high-performance customers, where outcome customer performance is the dependent variable. For example, the relation between firm-initiated communication (FIC) and performance is stronger for low-CLV customers, whereas the relation between customer-initiated communication (CIC) and performance is increasingly stronger for high-CLV customers but not for low-CLV ones. This study also finds that combining different forms of FIC can result in a negative association with customer performance, especially for low-CLV customers.

Research limitations/implications

The authors tested the conceptual model in one single firm in the specific context of financial services and with cross-sectional data, so there should be caution when extrapolating this study’s findings.

Practical implications

This study offers nuanced and precise managerial insights on recommended resource allocation along with relational communication efforts, showing how managers can benefit from adopting a differentiated-customer performance approach when designing their MRCS.

Originality/value

This study provides an overview of the state of the art of MRCS, proposes a contingency analysis of the relationship between MRCS and performance based on customer performance heterogeneity and suggests the quantile method to perform such analysis and help reconcile past contradictory findings. This study shows how the association between RCCs and CLV varies across the conditional quantiles of the distribution of customer performance. This study also addresses a recent call for a more holistic perspective on the relationships between independent and dependent variables.

Article
Publication date: 21 November 2023

Hua Pan and Rong Liu

On the one hand, this paper is to further understand the residents' differentiated power consumption behaviors and tap the residential family characteristics labels from the…

Abstract

Purpose

On the one hand, this paper is to further understand the residents' differentiated power consumption behaviors and tap the residential family characteristics labels from the perspective of electricity stability. On the other hand, this paper is to address the problem of lack of causal relationship in the existing research on the association analysis of residential electricity consumption behavior and basic information data.

Design/methodology/approach

First, the density-based spatial clustering of applications with noise method is used to extract the typical daily load curve of residents. Second, the degree of electricity consumption stability is described from three perspectives: daily minimum load rate, daily load rate and daily load fluctuation rate, and is evaluated comprehensively using the entropy weight method. Finally, residential customer labels are constructed from sociological characteristics, residential characteristics and energy use attitudes, and the enhanced FP-growth algorithm is employed to investigate any potential links between each factor and the stability of electricity consumption.

Findings

Compared with the original FP-growth algorithm, the improved algorithm can realize the excavation of rules containing specific attribute labels, which improves the excavation efficiency. In terms of factors influencing electricity stability, characteristics such as a large number of family members, being well employed, having children in the household and newer dwelling labels may all lead to poorer electricity stability, but residents' attitudes toward energy use and dwelling type are not significantly associated with electricity stability.

Originality/value

This paper aims to uncover household socioeconomic traits that influence the stability of home electricity use and to shed light on the intricate connections between them. Firstly, in this article, from the perspective of electricity stability, the characteristics of the power consumption of residents' users are refined. And the authors use the entropy weight method to comprehensively evaluate the stability of electricity usage. Secondly, the labels of residential users' household characteristics are screened and organized. Finally, the improved FP-growth algorithm is used to mine the residential household characteristic labels that are strongly associated with electricity consumption stability.

Highlights

  1. The stability of electricity consumption is important to the stable operation of the grid.

  2. An improved FP-growth algorithm is employed to explore the influencing factors.

  3. The improved algorithm enables the mining of rules containing specific attribute labels.

  4. Residents' attitudes toward energy use are largely unrelated to the stability of electricity use.

The stability of electricity consumption is important to the stable operation of the grid.

An improved FP-growth algorithm is employed to explore the influencing factors.

The improved algorithm enables the mining of rules containing specific attribute labels.

Residents' attitudes toward energy use are largely unrelated to the stability of electricity use.

Details

Management of Environmental Quality: An International Journal, vol. 35 no. 3
Type: Research Article
ISSN: 1477-7835

Keywords

Article
Publication date: 12 July 2023

Chinedu Ochinanwata, Paul Agu Igwe and Dragana Radicic

The digital platform (DP) develops through a network capability that combines technological infrastructure and resources to provide goods or services. This article investigates…

Abstract

Purpose

The digital platform (DP) develops through a network capability that combines technological infrastructure and resources to provide goods or services. This article investigates how institutions influence the development of the DP entrepreneurship ecosystem (EE) in a developing economy context.

Design/methodology/approach

An exploratory qualitative approach based on interviews with 33 DP business executives in Nigeria was the chosen research method. The interview method took the form of face-to-face, telephone and zoom video meetings, depending on the respective preferences of the participants. The research philosophy is based on interpretivism. Hence, the collected data were analyzed thematically and interpreted to make sense of the business executives' perspectives about the DP landscape as well as its institutional enablers and barriers.

Findings

The findings reveal institutional elements that are either too underdeveloped or weak to nurture an effective DP system resulting in high cost of doing business. A key cultural challenge is obtaining an honest workforce and managers. Also, there is lack of effective policies, weak regulation, multiple taxation and foreign competition, which affects local digital firms. Although cultural diversity has several merits, differences in cultural values and languages create marketing and promotion challenges. Moreover, the low level of digital literacy between Generation Z, Millennials and others, such as Baby Boomers and Generation X, poses a significant challenge concerning customer segmentation.

Research limitations/implications

Research on digital technologies, the complexity of platform architectures and institutional logic has attracted interest in recent years. This article explored the institutional logic influencing the development of DP ecosystem (providing knowledge about EE in a developing world context). Despite the institutional challenges, there are multiple opportunities for Nigerian DP sector to flourish in the fast-growing economy.

Originality/value

The value of this article is related to how micro-, meso- and macro-institutional forces combine to support or become barriers to the development of the DP ecosystem, especially in developing economies where digitalization is creeping into every business sector and society.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 30 no. 2/3
Type: Research Article
ISSN: 1355-2554

Keywords

Book part
Publication date: 14 March 2024

Paula Rodríguez-Torrico, Sonia San-Martín and Rebeca San José Cabezudo

Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices…

Abstract

Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices which has been defined as multi, cross and omnichannel behavior. These behaviors have attracted the attention of academics and become a hot topic in literature. As a result, vast amounts of studies on the subject need to be revised and clarified. Thus, the aim of this chapter is to synthetize the primary academic literature that analyzes multi, cross and omnichannel behavior from the consumer point of view. To do that, first, the main concepts (multi, cross and omnichannel) and their differences are clarified. Second, the major findings of channel mix literature regarding the topics, channel scope and theories are exposed and described. Third, the opportunities and future lines of research are presented. This chapter contributes to the literature by clarifying the conceptualization of multi, cross and omnichannel behaviors; offering a complete picture of the main topics, channel approaches and theories addressed in channel mix literature; and presenting future research opportunities and open research questions in a channel mix context that could serve as a starting point to build further research.

Details

The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

Keywords

Article
Publication date: 16 June 2023

Matias G. Enz and Douglas M. Lambert

Grounded in contingency theory and strategic fit theory, the goal for this research was to determine if managers differentiate in terms of the degree of partnership when…

Abstract

Purpose

Grounded in contingency theory and strategic fit theory, the goal for this research was to determine if managers differentiate in terms of the degree of partnership when allocating resources for planning, joint operating controls, communication and other management components to relationships and if this differentiation is based on the Partnership Model (Lambert et al., 1996).

Design/methodology/approach

In total, 381 managers representing 31 relationships participated in one-and-a-half-day partnership meetings, and the authors analyzed how the management components were implemented in each relationship compared to the recommendations in the Partnership Model.

Findings

Managers did not differentiate types of partnerships which led to over-resourcing relationships with low potential and under-resourcing those with the highest potential for creating value. The principles of contingency theory and strategic fit were not used for managing relationships.

Research limitations/implications

Contingency theory combined with the relationship view suggests that management components should not be implemented at the same level for all relationships, but in the 31 relationships studied different partnership types were not managed based on their potential.

Practical implications

The research reinforces the need for a formal structure like the Partnership Model to establish joint goals for a relationship and guide management in implementation.

Originality/value

Effective supply chain management depends on the ability of managers to differentiate among partnership types and fit relational mechanisms that are appropriate. However, researchers tend to generalize their findings to all partnerships regardless of potential. The authors found support for the Partnership Model published in IJLM in 1996 as a method to resource different types of partnerships following the contingency perspective and strategic fit theory.

Details

The International Journal of Logistics Management, vol. 35 no. 2
Type: Research Article
ISSN: 0957-4093

Keywords

Open Access
Article
Publication date: 7 December 2023

Lala Hu and Angela Basiglio

This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to…

3152

Abstract

Purpose

This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19).

Design/methodology/approach

A qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities.

Findings

Results highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed.

Research limitations/implications

The study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample.

Practical implications

Findings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach.

Originality/value

This research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation.

Details

The TQM Journal, vol. 36 no. 9
Type: Research Article
ISSN: 1754-2731

Keywords

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