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21 – 30 of over 24000
Article
Publication date: 13 June 2018

Tingting Zhang, Anil Bilgihan, Jay Kandampully and Can Lu

Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service development…

Abstract

Purpose

Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service development ideas. As yet, few studies have established the relationship between online communities and branding strategies. Therefore, the impact of online communities on branding requires investigation. The purpose of this paper is to examine the factors that influence brand relationships developed through online communities.

Design/methodology/approach

A theoretical model was developed based on marketing literature and tested using structural equation modeling with a sample size of 253 respondents.

Findings

Findings present the underlying reasons why and how online communities build stronger brand relationships with consumers. Online communities have been found to cultivate consumers’ sense of collectiveness with shared values conveyed through brand engagement; enhance consumers’ trust, leading to the establishment of a trustworthy image of the brand; and increase enjoyment and enrich consumers’ experience with the brand through participation and engagement.

Originality/value

This study provides insights to understand the direct relationship between online communities and brand performance. The findings of the study provide practical implications for brand relationship management and online community design.

研究目的

公司越来越依靠网上社区来提供社交式的消费者服务支持, 以建立和巩固与消费者的关系, 并且以获得产品、服务研发的新想法。至今为止, 很少的著作致力于研究网上社区与品牌战略的关系。因此, 网上社区对于品牌扩展的影响作用值得研究。本论文的研究目的即是研究通过网上社区建立起来的消费者品牌关系的诸多因素。.

研究设计/方法/途径

本论文的理论模型是以营销理论为基础而建立的。本论文采用结构方程模型, 253份样本数据, 来验证建立的理论模型。.

研究结果

各种通过网上社区建立更强消费者品牌关系的因素得以分析和整理。网上社区能够通过使消费者与品牌更贴近的各种活动, 以培养消费者对于品牌的认知和集体意识, 从而使消费者与品牌有一致的价值认知。此外, 网上社区还能增强消费者对于品牌的信任, 增强了消费者与品牌互动过程的愉悦感和体验感。.

研究原创性/价值

本论文对于网上社区和品牌表现之间的直接关系进行梳理和研究。其研究结果对于品牌关系管理和网上社区设计等方面有着很深的实际启示作用。.

Details

Journal of Hospitality and Tourism Technology, vol. 9 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 6 September 2018

Bijoylaxmi Sarmah, Shampy Kamboj and Jay Kandampully

Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service innovation…

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Abstract

Purpose

Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service innovation (CCSI). The purpose of this paper is to examine the relationships between the key drivers of co-creation intention in the social media context. Understanding relationships between key drivers of customers’ co-creation intention will prove valuable in advancing current knowledge about service innovation using social media. The key drivers examined in this study are – customer innovativeness, attitude toward CCSI on social media, subjective norms and perceived behavioral control. This knowledge will be of considerable value for its practical application in the hotel industry.

Design/methodology/approach

Data were collected from 346 hotel guests using survey method. Structural equation modeling with a bootstrapping estimation was used to analyze the data.

Findings

The results show that customer innovativeness, attitude toward CCSI on social media, subjective norm and perceived behavioral control positively influence both co-creation and adoption intention. Further, it was also found that co-creation intention mediates the relationship between its two driving factors, namely, customer innovativeness, attitude toward CCSI in social media and adoption intention.

Research limitations/implications

The findings provide theoretical implications for hospitality discipline. The findings also provide various strategies hospitality firms can use to co-create service innovation through the effective use of social media.

Originality/value

The relationships examined in the present study have not been tested previously; this is the first attempt of the kind. Thus, the associations established in this study form an important contribution to the existing body of knowledge in co-creation, service innovation and social media literature.

Details

Online Information Review, vol. 42 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 14 September 2015

Rebekah Russell-Bennett and Steve Baron

– The purpose of this paper is to highlight and promote fresh thinking in services marketing research.

4609

Abstract

Purpose

The purpose of this paper is to highlight and promote fresh thinking in services marketing research.

Design/methodology/approach

The topic of the special issue was deliberately chosen to encourage fresh ideas and concepts that will move the discipline forward. The accepted papers have been categorised for ease and convenience of reading by scholars and practitioners, with a short commentary on each category.

Findings

There is a wealth of forward-thinking by service(s) marketing researchers that bodes well for the future of the sub-discipline.

Research limitations/implications

The special issue does not address fresh thinking in all areas of services marketing research. Other potential areas for fresh thinking are identified.

Originality/value

New thinking in a scholarly field is necessary to propel the discipline forward.

Details

Journal of Services Marketing, vol. 29 no. 6/7
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 16 October 2019

Antonella Capriello and Sabina Riboldazzi

The purpose of this paper is to investigate how customer engagement technologies impact service innovation in a network of travel agencies, analyzing the effects on sales…

Abstract

Purpose

The purpose of this paper is to investigate how customer engagement technologies impact service innovation in a network of travel agencies, analyzing the effects on sales channels, customer relationships and retail marketing policies.

Design/methodology/approach

Using a qualitative single case study approach and triangulating the data from different sources (documents, semi-structured interviews and in-store observations), this paper investigates the Robintur Group, a large Italian network of travel agencies operating in the leisure travel, business travel and organized tourism segments.

Findings

This study highlights three core areas of service innovation that have interrelated effects on travel agency management in coherence with the omni-channel strategy: synergetic channel integration, dynamic customer relationships and dynamic retail marketing.

Research limitations/implications

This study is based on a single case study in Italy. Future research could extend the framework to other travel agencies and foreign markets where the diversification process of large grocery retailers is more diffused, and investigate the omni-channel approach in relation to other information and communication technologies and the implications on travel agency management.

Originality/value

Presenting a conceptual framework to exploit new technologies and revitalize the scope and functions of travel agencies, the case study offers insights contributing to the literature on service innovation in travel agencies. The data highlight the adoption of an omni-channel approach to facilitate the customer experience. This case study is also one of the first to empirically investigate the challenges of a large-scale retail group when diversifying to the travel industry and adopting an omni-channel strategy.

研究目的

本论文旨在探究顾客参与技术(CETs)如何在旅游社网络中影响服务创新, 并分析其对于销售渠道、顾客关系、以及零售营销政策的影响。

研究设计/方法/途径

本论文采用定性分析方法, 单一案例样本源, 并合多种采样渠道(文本、半结构化访问、和店内观察)来丰富样本数据。本论文研究了Robintur集团, 一家意大利大型旅行社网路, 主要经营休闲旅游、商务旅行、以及组织型旅游产品模块。

研究结果

本论文结果强调了服务创新的三大核心:协同渠道整合、多样化顾客关系、和多样化零售营销, 其三大核心对旅行社管理有着紧密联系, 符合全渠道战略的主体思想。

研究原创性/价值

本案例分析展示了一个探索新科技和复兴旅行社范围和功能的理论模型, 对旅行社服务创新有着重大理论贡献。样本数据强调了采取全渠道战略以增强顾客体验。同时, 本论文也是首个实际检测了大型零售集团在面对旅行市场多样化和全渠道战略的挑战。

研究理论限制

本论文仅取样了意大利的单一案例。未来研究应该拓宽模型到其他旅行产业以及国际市场, 其对大型零售厂商的多样化进程更加深入, 同时, 未来研究应该讲全渠道战略与其他信息与通信技术结合来研究, 对旅行社管理有深入的启示。

关键词

关键词 旅行社 服务创新 全渠道 CET ICT 意大利

论文类型

研究型论文

Details

Journal of Hospitality and Tourism Technology, vol. 12 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Open Access
Article
Publication date: 10 January 2023

Arash Ahmadi, Amirhossein Taghipour, Marc Fetscherin and Siriwan Ieamsom

The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on…

3672

Abstract

Purpose

The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on users’ willingness to use offline word of mouth (WOM) and electronic WOM (eWOM). The research model also consists of product involvement as the moderator.

Design/methodology/approach

Based on the results of the pretest stages, the study included two stimuli, and respondents were presented with two different brand posts (i.e. two manipulated pictures and texts on the Instagram frame). A two-group comparison (positive emotional brand post vs negative rational brand post) between-subjects experiment (n = 214) was conducted.

Findings

The results indicate that WOM and eWOM are more affected by a celebrity’s emotional brand post than a celebrity’s rational brand post. Furthermore, both types of WOM are more affected through high product involvement enhanced by a celebrity’s rational brand post than through high product involvement boosted by a celebrity’s emotional brand post.

Practical implications

Managerial implications for social media marketing and Instagram celebrity-based branding are provided. Practical implications are also provided in the form of evidence of how the impacts of two different brand posts on positive offline WOM and eWOM are affected differently through the moderation of product involvement.

Originality/value

The research argues for theoretical implications for the marketing literature on celebrity endorsements. The study also tests one moderating effect on the relationship between brand post content and WOM and eWOM.

Propósito

El propósito de este trabajo es comparar dos posts de marcas con diferente contenido creado por una celebridad (contenido emocional vs. contenido racional) en Instagram y sus efectos en la disposición de los usuarios a utilizar WOM y eWOM. El modelo de investigación también incluye la implicación del producto como moderador.

Diseño

Sobre la base de los resultados de las etapas de prueba previa, el estudio incluyó dos estímulos, y a los encuestados se les presentaron dos publicaciones de marca diferentes (es decir, dos imágenes y textos manipulados en el marco de Instagram). Se realizó un experimento entre sujetos (n = 214) de comparación de dos grupos (post de marca emocional positivo frente a post de marca racional negativo).

Conclusiones

Los resultados indican que el WOM y el eWOM se ven más afectados por el post emocional de la marca de un famoso que por el post racional de la marca de un famoso. Además, ambos tipos de boca a boca se ven más afectados por la alta implicación del producto potenciada por el post racional de la marca de un famoso que por la alta implicación del producto potenciada por el post emocional de la marca de un famoso.

Implicaciones prácticas

se ofrecen implicaciones de gestión para el marketing en las redes sociales y el branding basado en los famosos de Instagram. Las implicaciones prácticas también se proporcionan en forma de evidencia de cómo los impactos de dos publicaciones de marca diferentes en el WOM positivo y el eWOM se ven afectados de manera diferente a través de la moderación de la implicación con el producto.

Originalidad

La investigación aporta implicaciones teóricas para la literatura de marketing sobre el patrocinio de los famosos. El estudio también prueba un efecto moderador en la relación entre el contenido de los posts de marca y el WOM y el eWOM.

目的

本文旨在比较Instagram上两个由名人创作的不同内容的品牌帖子(感性内容Vs.理性内容), 以及其对用户使用线下口碑(WOM)和电子口碑(eWOM)意愿的影响。该研究模型还包括产品涉入作为调节变量。

设计/方法/途径-基于前测阶段的结果

研究包括两个刺激物, 受访者被呈现两个不同的品牌帖子(即Instagram框架上的两个被操纵的图片和文字)。进行了两组比较(积极感性品牌帖子vs. 消极理性品牌帖子) 的主体间实验 (n = 214) 。

研究结果

结果表明, 与名人的理性品牌帖子相比, WOM和eWOM受名人感性品牌帖子的影响更大。此外, 这两种类型的口碑通过名人的理性品牌帖子所增强的高产品涉入度比通过名人的感性品牌帖子所增强的高产品涉入度受到的影响更大。

实践意义

提供了对社交媒体营销和Instagram名人品牌的管理意义。研究还提供了实际意义, 证明了两种不同的品牌帖子对积极的WOM和eWOM的影响是如何通过产品涉入度的调节而不同的。

原创性/价值

该研究论证了名人代言的营销文献的理论意义。该研究还检验了品牌帖子内容与WOM和eWOM之间关系的调节效应。

Article
Publication date: 3 July 2023

Chih-Hung Wu, Yi-Fang Lin, Kang-Lin Peng and Chih-Hsing Liu

This study aims to explore the augmented reality (AR) effectiveness of museum visiting.

Abstract

Purpose

This study aims to explore the augmented reality (AR) effectiveness of museum visiting.

Design/methodology/approach

Based on the AR marketing of the motivation model and the inspiration model, the critical mental process and AR were revealed that could increase museum visits. The mixed-methods approach was adopted to analyze the qualitative research and test the model hypotheses to understand the perceptions of the increasing AR marketing of museum visits.

Findings

The authors found that inspiration and perceived quality AR are critical to enhancing the attitudinal of museum visits. AR developers can thus focus on utilitarian and hedonic benefits in perceptual augmentation quality to inspire users’ willingness to visit museums.

Originality/value

This study extended the inspiration model through a mixed-methods approach to investigate how AR technologies encourage and leverage visitor experience to increase museum visit intention psychologically.

研究目的

本研究旨在探索增强现实(AR)对博物馆参观的影响。

设计/方法

基于AR营销的动机模型和启发模型, 本研究揭示了能够增加博物馆参观动机的关键心理过程和AR技术。本研究采用混合方法分析定性研究并测试模型假设, 以了解对增加AR营销的博物馆参观的感知。

研究结果

我们发现, 启发和感知质量的AR技术对提升参观博物馆的态度至关重要。因此, AR开发者可以将注意力集中在实用和享乐的益处上, 通过提升感知质量来激发用户参观博物馆的意愿。

创新性/价值

本研究通过混合方法扩展了启发模型, 研究了如何通过AR技术在心理上鼓励和利用游客体验来增加参观博物馆的意愿。

Details

Journal of Hospitality and Tourism Technology, vol. 14 no. 4
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 26 April 2019

Wenjie Cai, Shahper Richter and Brad McKenna

With the rapid development and implementation of cutting-edge information technologies in tourism and hospitality, it is necessary to update the progress of technology use in the…

2907

Abstract

Purpose

With the rapid development and implementation of cutting-edge information technologies in tourism and hospitality, it is necessary to update the progress of technology use in the past 18 years and set up research agenda for future research. By adopting information systems (IS) as a reference discipline, this paper aims to create a literature review of technology and tourism papers around the theme of use.

Design/methodology/approach

Following the systematic literature review process of Aguinis et al. (2018), 314 papers were downloaded to determine how they applied the concept of technology use.

Findings

Three themes about technology use emerged: types of processing, organisational use and users. Among various types of technology processing, interactive and online are largely addressed in the tourism and hospitality literature. The organisational use theme explores how the competitive and strategic use of technology provides management support for organisations. There was a large amount of research focussed on direct users, such as individual characteristics, user attitudes and user behaviour. The theories of technology acceptance model and unified theory of acceptance and use of technology have been widely applied in these studies.

Originality/value

This paper provides a review of key issues which has been discussed in tourism research in relation to technology use. By applying the scheme developed in the IS discipline, this study provides new insights into the development of technology in tourism. In addition, it also gives us the opportunity to suggest a research agenda by identifying research gaps and future research collaboration opportunities between these two fields.

研究目的

随着尖端科技在旅游和酒店业中的快速发展和应用, 我们有必要审视过去18年中科技使用的进程, 并且为未来研究确立方向。采用信息系统(IS)作为参考标杆, 本论文旨在建立围绕科技使用和旅游业的文献综述体系。

研究设计/方法/途径

本论文采用系统文献综述法(Aguinis et al., 2018), 共314篇文章被审阅, 以确立科技使用概念如何被研究应用。

研究结果

三种有关科技使用的主题被确立:处理类型、组织使用、用户。在各种科技处理类型中, 互动性和线上的方式在大多数旅游酒店文献中被研究。组织使用主题开拓了科技的有利和策略的使用如何为组织提供管理支持。文献有很大一部分集中研究在直接用户身上, 比如用户个人特点、用户态度、用户行为。TAM和UTAUT理论在这些研究文献上被广泛使用。

研究原创性/价值

本论文评论了旅游酒店业中科技使用的几个关键方面。通过借用IS领域开发的模型, 本论文对旅游业中技术开发提供新视角。此外, 本论文还指出文献缺口和未来合作机遇, 开启研究领域新篇章。

关键词

处理、用户、组织、信息系统、旅游业、技术使用

纸张类型 - 文献综述

Details

Journal of Hospitality and Tourism Technology, vol. 10 no. 4
Type: Research Article
ISSN: 1757-9880

Keywords

Open Access
Article
Publication date: 13 November 2018

Maryna Chepurna and Josep Rialp Criado

Value co-creation is an important topic of interest in marketing domain for the past decade. Co-creation via the internet has received a particular attention in the literature…

6095

Abstract

Purpose

Value co-creation is an important topic of interest in marketing domain for the past decade. Co-creation via the internet has received a particular attention in the literature (O’Hern and Rindfleisch, 2010). Although there have been substantive number of studies of what motivates customers to participate in value co-creation in the internet-based platforms, there is a lack of research of what the deterrents are that may prevent customers from contributing their ideas online. This research was undertaken to define the deterrents from the customers and companies’ point of view. Furthermore, the difference, if exists, between the users’ and marketing professionals’ ranking of the inhibitors to co-creation online is also studied.

Design/methodology/approach

This exploratory qualitative research is based on 20 in-depth semi-structured interviews with customers and 20 in-depth semi-structured interviews with marketing specialists from different companies. Spearman’s rank correlation is applied to explore the relationship between the internet users’ and marketers’ responses.

Findings

There are nine constraining factors. The results show that although there is a repetition of the mentioned constraining factors indicated by the both groups of the interviewees, the ranking of the barriers is distinctive.

Research Implications

New conceptual information is received on what restrains customers from co-creation from both customers’ and companies’ point of view.

Practical Implications

This paper explains the potential problems to be confronted when launching a co-creation project in the internet-based platforms and offers managers a preliminary guide to comprehension of the users’ deterrents rating.

Originality

The paper that defines deterrents to co-creation online.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 11 January 2018

Sven Tuzovic, Jochen Wirtz and Loizos Heracleous

How can some companies be the innovation leader in their industry over prolonged periods of time, whereas others cannot? The purpose of this study is to understand a firm’s…

2721

Abstract

Purpose

How can some companies be the innovation leader in their industry over prolonged periods of time, whereas others cannot? The purpose of this study is to understand a firm’s capability to be a successful serial innovator and to generate a constant stream of industry-leading innovations.

Design/methodology/approach

The paper uses a longitudinal case study approach to gain an understanding of what and how Singapore Airlines sustained service innovation for over 30 years. The study uses triangulation, whereby the core data from in-depth interviews with senior and middle management and frontline employees were complemented with academic research, case studies, annual reports, observations and archival documents. In total, 240 single-spaced pages of interview transcripts with over 130,000 words were analyzed and coded using MAXQDA for identifying repeated patterns of meaning.

Findings

The authors identified three key institutional foundations for service innovation: innovation climate (i.e. leadership and service culture), human capital (i.e. recruitment, training and development and engagement and incentives) and resource configurations (i.e. systems, structure and processes). These foundations enabled the organization to build the following four service innovation-related dynamic capabilities: embrace ambidexterity, institutionalize learning and knowledge integration, orchestrate collaboration and reinvent customer value. Interestingly, these institutional foundations and capabilities remained largely stable across 30 years; what changed were the contexts and specifics, not the foundations and capabilities.

Research limitations/implications

Data were collected only from one company. Because of the method of thematic analysis, the generalizability of the findings needs further investigation.

Originality/value

This study is the first to investigate the drivers of industry-leading sustained service innovation over a prolonged period of time. The proposed framework provides a fuller and more integrated picture of sustained service innovation than past cross-sectional studies.

Details

Journal of Services Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Open Access
Article
Publication date: 26 December 2023

Elif Ozturk, Hande Bahar Turker and V. Aslihan Nasir

Collaborating with consumers during new product development can provide companies with significant benefits and competitive advantages. Although several studies have been…

Abstract

Purpose

Collaborating with consumers during new product development can provide companies with significant benefits and competitive advantages. Although several studies have been conducted on the design of co-innovation platforms, there is still a need for a more comprehensive understanding of the co-innovation phenomenon. To address this gap, this research aims to identify the critical success factors of co-innovation platforms and provide an extensive analysis of the variables that determine their effectiveness.

Design/methodology/approach

This study presents a systematic literature review of co-innovation platforms based on an analysis of 89 articles published in 50 scholarly journals in the disciplines of information systems, marketing and business, covering the years from 2006 to 2022.

Findings

The review synthesizes the current state of scientific knowledge and groups prior studies thematically as critical success factors of co-innovation platforms. As a result, eight success factors have been identified in terms of quantity and quality of contributions. These factors include product involvement, perceived fairness, sense of community, interactive environment, employee involvement, participant diversity, assessment structure and task design.

Originality/value

The study consolidates existing research about the critical success of co-innovation platforms. It also provides a research framework that incorporates a diverse set of variables that can be used to assess co-innovation performance in future studies.

Details

Innovation & Management Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2515-8961

Keywords

21 – 30 of over 24000