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Open Access
Article
Publication date: 25 January 2023

Elina Lassila, Eija-Liisa Heikka and Satu Nätti

The purpose of this study is to examine the role of interaction in supporting value co-creation during pre-purchase customer journey stages when selling professional B-to-B…

2194

Abstract

Purpose

The purpose of this study is to examine the role of interaction in supporting value co-creation during pre-purchase customer journey stages when selling professional B-to-B services. First, value co-creation in professional service firms (PSFs) is reviewed, and, second, the role of interaction in the different stages of a customer’s pre-purchase journey is explored, specifically in the context of B-to-B human resource management services.

Design/methodology/approach

Qualitative, semi-structured interview data was collected from potential B2B customers of a PSF in question, providing a broad coverage of prospective clients in architecture, engineering and IT sector.

Findings

In general, the findings of this study indicate that interaction plays a crucial role in pre-purchasing stages of a customer journey. In particular, these findings form understanding of how various interaction channels and content support PSF’s ability to co-create value with its prospects.

Originality/value

The existing research tends to concentrate on how value is created for existing customers, and far less attention has been paid to the perspective of prospects. This study contributes theoretically by providing novel insights into the current literature on value co-creation in PSFs by providing an understanding of how interactions in pre-purchase phases affect the co-creation of value from the perspective of prospects, which is a less researched viewpoint. Empirically, this study offers managers much-needed, context-specific knowledge of PSFs by comparing differences and pulling together similarities from each customer journey stage of PSF prospects.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 13
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 February 2016

Sujin Song and Myongjee Yoo

– The purpose of this paper is to examine whether social media may impact a customer’s purchasing decision during the pre-purchase stage of service consumption.

6832

Abstract

Purpose

The purpose of this paper is to examine whether social media may impact a customer’s purchasing decision during the pre-purchase stage of service consumption.

Design/methodology/approach

This study implemented a primary field survey design and developed an online self-administered questionnaire. A total of 285 usable questionnaires were collected. Factor analysis was performed to condense the large set of independent variables, and multiple regression analysis was performed to test the study hypotheses.

Findings

The results indicate that the benefits of social media do have a positive relation with customers purchase decision, but not all items are crucial to a similar extent. Functional (convenience, efficiency, information, sharing experiences) and monetary (free coupons, price discounts, special deals) benefits from social media were found to have a positive impact on customers’ purchase decision (H1, H2), while socio-psychological benefits were found to have no relationship with customers’ decision (H4). Still, hedonic benefits (amusement, enjoyment, entertainment, fun) were found to have a relationship with purchase decision (H3).

Originality/value

While social media received much attention in research due to its rapid development and its popularity, there are still limited studies that investigated the effect of social media during the pre-purchasing stage. Findings of this study are expected to contribute to the growing body of hospitality research on social media. Additionally, this research is expected to assist hospitality businesses to understand customers’ behavior regards to social media and develop appropriate marketing strategies.

Details

Journal of Hospitality and Tourism Technology, vol. 7 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 12 July 2011

Tammy Robinson and Farrell Doss

The purpose of this study is to understand the pre‐purchase alternative evaluation for prestige and imitation fashion products. The Engel et al. pre‐purchase alternative…

6842

Abstract

Purpose

The purpose of this study is to understand the pre‐purchase alternative evaluation for prestige and imitation fashion products. The Engel et al. pre‐purchase alternative evaluation process served as the basis for the model.

Design/methodology/approach

A convenience sample of 158 undergraduate female students completed surveys. The final questionnaire consisted of four scales that measured shopping motivation, reference group influence, perceived product risk, and perceived transaction risk.

Findings

When compared with the imitation product, consumers' pre‐purchase evaluation of the prestige fashion product was characterized by higher shopping motivation, higher reference group influence, and lower perceived product and transaction risks. When compared with the prestige product, consumers' pre‐purchase evaluation of the imitation fashion product was characterized by lower shopping motivation, lower reference group influence, and higher perceived product and transaction risks. However, not all variables were significant predictors for both the prestige and imitation fashion product.

Research limitations/implications

Since college students were used, results cannot be generalized to the entire population. Further, respondents' answers were self‐reported, and may not represent actual behaviour. Suggestions for future research include additional studies to determine the validity of the model, and replication of the study using different populations.

Originality/value

No studies have examined the pre‐purchase alternative evaluation process for prestige and imitation products. Most research has focused on counterfeit fashion products. Findings from this study can be used by educators, manufacturers, and retailers to help understand, and explain consumer preferences, and pre‐purchase alternative evaluations of fashion products.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 15 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 9 February 2024

Wiktor Razmus, Magdalena Razmus and Sonja Grabner-Kräuter

This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a…

Abstract

Purpose

This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a product at different stages of the purchase process.

Design/methodology/approach

Two complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase stage and a moment shortly after the purchase. Study 2 adopted a cross-sectional approach, focusing on the post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses.

Findings

The findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement.

Originality/value

Experiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.

Details

Journal of Product & Brand Management, vol. 33 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 7 April 2015

Ing-Long Wu and Shwu-Ming Wu

The key to success in the internet business lies in how you carry out the integration between virtual and physical channels. The purpose of this paper is to aim at defining the…

2691

Abstract

Purpose

The key to success in the internet business lies in how you carry out the integration between virtual and physical channels. The purpose of this paper is to aim at defining the solution to the integration.

Design/methodology/approach

Channel coordination is grounded on a new governance of integration strategy which bridges the channels. This study proposes a novel research model with three stages: first, click-and-brick strategies; second, channel coordination for three purchase stages; and third, synergy realizations. A survey was conducted for collecting empirical data. PLS was used for path analysis. In total, three separate statistical analyses were performed for three defined integration strategies.

Findings

Click-and-brick strategies have different degrees of impact on channel coordination in different purchase stages and in turn, different degrees of impact on synergy benefits. Specifically, the in-house division strategy is more important in determining channel coordination in the three purchase stages.

Practical implications

Customers initially perceive online services with a nature of low trust and view them as highly risky. This integration is useful for a firm to successfully start a new online business. Further, it provides insight into allocating a firm’s resources to critical multi-channel activities to realize synergy benefits.

Originality/value

Multi-channel marketing is dynamic and complex in nature. Existing theories provide limited insight into effectively defining them. This study attempted to define a strategy-based implementation model. This model demonstrated the capability to effectively reduce the complexity of defining channel integration.

Details

Internet Research, vol. 25 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 4 September 2009

Sven C. Berger and Christian M. Messerschmidt

The purpose of this paper is to explain the use of online communities for information seeking in the financial products purchasing process and identify relevant usage antecedents.

2085

Abstract

Purpose

The purpose of this paper is to explain the use of online communities for information seeking in the financial products purchasing process and identify relevant usage antecedents.

Design/methodology/approach

A theoretical framework is proposed based on the three dimensions community, environment and user characteristics. Subsequently, a representative survey among German consumers is described, illustrating the value of the framework.

Findings

The study validates the framework to analyze online community usage and identifies financial knowledge and employment status as main drivers of financial community usage among user characteristic.

Research limitations/implications

The present study was carried out in only one country, but provides a starting point for more international research.

Practical implications

The results identify community users as an interesting clientele, which should be considered in financial services providers' online strategy development, especially by encouraging word‐of‐mouth communication. Usage drivers should be considered in web site development to prevent churn. Providers of communities should be concerned about system usability, but also especially take measures to boost the social aspects of community experience.

Originality/value

The study is the first to explain online community usage in the economically highly relevant pre‐purchase stage for financial services.

Details

International Journal of Bank Marketing, vol. 27 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 3 April 2018

Marcin Lipowski and Ilona Bondos

The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to indicate the…

2228

Abstract

Purpose

The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to indicate the importance of the perceived media richness of each of channel for the intention of online use at pre-purchase stage.

Design/methodology/approach

The study is based on a sample of 1,103 consumers in Poland, which research sample included three generations: Baby Boomers, X generation and Y generation. Computer-assisted personal interview method was used with a standardised questionnaire; the research sample was determined using a quota-random method, with the quotas referring to age and gender and the nature of the place of residence (provincial town, town/city other than a provincial one, or a village) – the structure of the sample was maintained at the regional level.

Findings

Analysed channels (online, offline, phone) have different perceived media richness. Consumers from different generations can perceive media richness of the same marketing channels in various ways. Perceived media richness of the analysed marketing channels has an impact on the intention to use the channel online.

Research limitations/implications

First, the fact of blurring differences between consumers generation, particularly X and Y generation. As well the fact that each generation has identified an internal diversity. Second limitation refers to the type of marketing channels included in research. Finally, limitation also applies to spatial extent of the study. The above limitations can also be some directions of future research – taking into account some other marketing channels and verifying the conclusions on other consumer groups.

Practical implications

General recommendation refers to the need for treating customers in each marketing channel in the same way – immediate response is one of the aspects of this recommended unified customer service in multichannel environment. Online channel communications with customers should be supported by giving consumers more personalised communication via phone, chat and social media. For older consumers, it is recommended to gradually redirect them to an online channel. Information search is a good start for online customer journey, because this channel at the pre-purchase stage is the most useful and least risky for the consumer unfamiliar with online environment.

Social implications

Better understanding of the needs of different customers generations and their perception of different marketing channel at the pre-purchase stage.

Originality/value

Identification of intergenerational differences in the perception of media richness of online, phone and offline channels.

Details

Baltic Journal of Management, vol. 13 no. 2
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 7 September 2023

Xueting Zhang, Younggeun Park and Jaejin Park

This study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and…

Abstract

Purpose

This study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and post–purchase stages of the customer journey, and their subsequent influences on customers' reuse intention.

Design/methodology/approach

Data were collected from customers who had experience with omni-channel shopping in South Korea through a questionnaire made with Naver Forms, both online and offline from 15 June to 15 July 2022. Out of the received responses, only valid and consistent questionnaires were considered for statistical analysis. In total, 272 valid samples were utilised for the final analysis. Analyses included reliability, validity, path, structural equation modelling and mediation effects, using SPSS and AMOS software.

Findings

The results revealed a significant influence of personal innovativeness on the omni-channel customer experience across all purchase stages. Personal innovativeness was found to influence the customer experience in the pre- and post–purchase stages, thus affecting reuse intention. However, it did not have the same effect in the purchase stage. The omni-channel experience customer experience also played an indirect mediating role in the relationship between personal innovativeness and reuse intention.

Research limitations/implications

First, personal innovativeness in the IT domain may be very prominent in studies examining innovative behaviours related to computing technology. Second, this study provides further understanding of customers' intentions to reuse omni-channel shopping. Third, the path analysis showed that personal innovativeness significantly affects customer experience at all pre-purchase, purchase and post–purchase stages of the customer journey. However, except for the purchase experience, both pre- and post–purchase experiences significantly impact customers' intention to reuse omni-channels and play a mediating role.

Practical implications

First, omni-channel retailers should launch new products, innovative promotional activities and explore new channels or new service modes to stimulate the need recognition of customers with high personal innovativeness. Second, omni-channel retailers should pay attention to the users' reviews of each channel because they play a key role in potential customers' purchase decisions. Third, offering customers a seamless shopping experience is essential as a marketing strategy for omni-channel retailing.

Originality/value

This study elucidates the causal relationship between personal characteristics and behaviour by dividing the omni-channel customer journey. In particular, personal innovativeness is identified as an important predictor of the intention to reuse omni-channels during the pre- and post–purchase stages. This suggests that omni-channel retailers need to strategically manage these stages to boost customers' reuse intention.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 22 February 2022

Li Huang, Matthew Tingchi Liu, Xi Song and Jerome Yen

This study aims to introduce a compelling customer value score method (CVSM), which is applicable for different product categories, and elaborates customer values in three…

Abstract

Purpose

This study aims to introduce a compelling customer value score method (CVSM), which is applicable for different product categories, and elaborates customer values in three components (direct economic value, depth of direct economic value and breadth of the indirect economic value) throughout three stages of customer journey.

Design/methodology/approach

This study collected data from the Internet-shopping platforms, namely Taobao and T-Mall from 2019 to 2020 with particular focus on three product categories: lipstick (fast-moving consumer goods), mobile phones (durable goods) and alcohol (a hybrid of the other two product types) from 37 selected firms. The CVSM employs an entropy-based multiple criteria analysis, of which the weight of each indictor is not fixed artificially, but computed by the entropy-based method that calculates informative differences among the indicators (profit, revenue, positive reviews, search index and likes and favorites).

Findings

The result shows that product categories and market status have a moderation effect on three components in customer values. The findings suggested marketing strategies for different consumer goods, where the fast-moving consumer goods like lipstick should focus on the pre-purchase stage while the durable goods should emphasize post-purchase stage when the market is rapidly changing.

Originality/value

The study brings new insights to Kumar’s customer value theory by integrating product categories and the market status, revealing that three components of customer values differ in their contributions to the whole customer values. This paper further contributed managerial suggestions for marketers with regards to three stages of customer journey.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 24 September 2019

Chun Kwong Chan, Yulin Fang and Huifang Li

The purpose of this paper is to develop a nuanced understanding of premium customers’ intent to adopt an interactive electronic channel (IEC) and the moderating role of social…

Abstract

Purpose

The purpose of this paper is to develop a nuanced understanding of premium customers’ intent to adopt an interactive electronic channel (IEC) and the moderating role of social capital on perceived relative advantage (RA) in adoption.

Design/methodology/approach

Study findings are based on a field survey that investigates the launching of an IEC by a leading international bank in Hong Kong.

Findings

Among social capital dimensions, cognitive capital significantly weakens the relationship between efficacy of information acquisition and IEC adoption, while relational capital enhances the relationship between trust and adoption.

Research limitations/implications

This paper provides a theoretical lens based on social capital theory for evaluating the moderating effects of social capital on the relationship between RA and IEC adoption by premium customers in the banking industry.

Practical implications

Findings provide insights for the practice of banks when trying to deliver financial services via an IEC to the premium customer segment.

Originality/value

This research extends the channel choice theory to the context of banking channel adoption of premium customers; provides a better understanding of the IEC and its adoption in the more complex setting of financial consultation services; and offers insights for a better understanding of fragmented findings on the relationships between adoption intention and its antecedents in response to calls for studies on contingent factors.

Details

Internet Research, vol. 30 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

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