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1 – 10 of 133Dr Dongmei Zha, Pantea Foroudi and Reza Marvi
This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable…
Abstract
Purpose
This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions.
Design/methodology/approach
Employing a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo.
Findings
Results show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values).
Research limitations/implications
This study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications.
Originality/value
This study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.
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This study, a conceptual paper, analyses the growth of curation in tourism and hospitality and the curator role in selecting and framing products and experiences. It considers the…
Abstract
Purpose
This study, a conceptual paper, analyses the growth of curation in tourism and hospitality and the curator role in selecting and framing products and experiences. It considers the growth of expert, algorithmic, social and co-creative curation modes and their effects.
Design/methodology/approach
Narrative and integrative reviews of literature on curation and tourism and hospitality are used to develop a typology of curation and identify different curation modes.
Findings
Curational techniques are increasingly used to organise experience supply and distribution in mainstream fields, including media, retailing and fashion. In tourism and hospitality, curated tourism, curated hospitality brands and food offerings and place curation by destination marketing organisations are growing. Curation is undertaken by experts, algorithms and social groups and involves many of destination-related actors, producing a trend towards “hybrid curation” of places.
Research limitations/implications
Research is needed on different forms of curation, their differential effects and the power roles of different curational modes.
Practical implications
Curation is a widespread intermediary function in tourism and hospitality, supporting better consumer choice. New curators influence experience supply and the distribution of consumer attention, shaping markets and co-creative activities. Increased curatorial activity should stimulate aesthetic and stylistic innovation and provide the basis for storytelling and narrative in tourism and hospitality.
Originality/value
This is the first study of curational strategies in tourism and hospitality, providing a definition and typology of curation, and linking micro and macro levels of analysis. It suggests the growth of choice-based logic alongside service-dominant logic in tourism and hospitality.
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Diego Monferrer Tirado, Miguel Angel Moliner Tena and Marta Estrada
This study aims to examine the co-creation of customer experiences at different levels in service ecosystems, analyzing the case of a tourist destination.
Abstract
Purpose
This study aims to examine the co-creation of customer experiences at different levels in service ecosystems, analyzing the case of a tourist destination.
Design/methodology/approach
A questionnaire was designed based on previously validated scales. The questionnaire was distributed through the social media platforms Facebook and Instagram. The survey yielded 1,476 valid responses for three types of destinations. Structural equation modeling and multigroup analysis were performed to test the hypotheses.
Findings
Aggregate service experience and memorable customer experience (MCE) in service ecosystems are determined by customer experiences at a dyadic level. Service experience at the ecosystem level is formed from ordinary experiences at the actor level, while MCE is formed from extraordinary experiences at the dyadic level. The type of ecosystem moderates the relationships between the variables but does not alter the importance of each of them.
Originality/value
The relationship between the co-creation of customer experiences at different levels of service ecosystems (dyadic vs aggregate) is addressed. A relationship is established between the ordinary and extraordinary character of experiences and their memorability at the ecosystem level.
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Sebastián Javier García-Dastugue, Rogelio García-Contreras, Kimberly Stauss, Thomas Milford and Rudolf Leuschner
Extant literature in supply chain management tends to address a portion of the product flow to make food accessible to clients in need. The authors present a broader view of food…
Abstract
Purpose
Extant literature in supply chain management tends to address a portion of the product flow to make food accessible to clients in need. The authors present a broader view of food insecurity and present nuances relevant to appreciate the complexities of dealing with this social problem.
Design/methodology/approach
The authors conducted an inductive study to reveal the deep meaning of the context as managers of nonprofit organizations (NPO) define and address food insecurity. The focus was on a delimited geographic area for capturing interactions among NPOs which have not been described previously.
Findings
This study describes the role of supply chains collaborating in unexpected ways in the not-for-profit context, leading to interesting insights for the conceptual development of service ecosystems. This is relevant because the solution for the food insecure stems from the orchestration of assistance provided by the many supply chains for social assistance.
Research limitations/implications
The authors introduce two concepts: customer sharing and customer release. Customer sharing enables these supply chains behave like an ecosystem with no focal organization. Customer release is the opposite to customer retention, when the food insecure stops needing assistance.
Social implications
The authors describe the use of customer-centric measures of success such improved health measured. The solution to food insecurity for an individual is likely to be the result of the orchestration of assistance provided by several supply chains.
Originality/value
The authors started asking who the client is and how the NPOs define food insecurity, leading to discussing contrasts between food access and utilization, between hunger relief and nourishment, between assistance and solution of the problem, and between supply chains and ecosystems.
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Min Prasad Bhandari, Charan Bhattarai and Gary Mulholland
This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.
Abstract
Purpose
This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.
Design/methodology/approach
To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.
Findings
The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.
Originality/value
OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.
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Kaisu Sahamies and Ari-Veikko Anttiroiko
This article investigates the practical implementation of the ecosystem approach in different branches of public management within an urban context. It explores how ecosystem…
Abstract
Purpose
This article investigates the practical implementation of the ecosystem approach in different branches of public management within an urban context. It explores how ecosystem thinking is introduced, disseminated and applied in a local government organization.
Design/methodology/approach
We utilize a qualitative case study methodology, relying on official documents and expert interviews. Our study focuses on the city of Espoo, Finland, which has actively embraced ecosystem thinking as a fundamental framework for its organizational development for almost a decade.
Findings
The case of Espoo highlights elements that have not been commonly attributed to the ecosystem approach in the public sector. These elements include (1) the significance of complementary services, (2) the existence of both collaborative and competitive relationships among actors in public service ecosystems and (3) the utilization of digital platforms for resource orchestration. Our study also emphasizes the need for an incremental adoption of ecosystem thinking in organizational contexts to enable its successful implementation.
Originality/value
The study provides valuable insights into the introduction and dissemination of ecosystem thinking in public management. It also further develops previously developed hypotheses regarding public service ecosystems.
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V.T. Rakesh, Preetha Menon and Ramakrishnan Raman
Pricing is widely acknowledged as a market entry challenge for servitising companies. The purpose of this research is to ascertain the attributes that contribute to willingness to…
Abstract
Purpose
Pricing is widely acknowledged as a market entry challenge for servitising companies. The purpose of this research is to ascertain the attributes that contribute to willingness to pay (WTP) for industrial services and suggest incorporating those attributes to a pricing model.
Design/methodology/approach
Three attributes (Quality of Service, Nearness of Service Provider and Brand Equity of Service Provider) were analyzed at three respective levels to ascertain their importance on WTP. Conventional conjoint analysis (CCA), using an orthogonal design, was the method used. The 346 respondents were decision-makers and top management professionals from various industries.
Findings
Brand Equity emerged as the most significant attribute contributing to WTP, having more than 45% importance – followed by the Quality and Nearness.
Research limitations/implications
The scope of the study is limited to the industries and its Allies. However, the relative importance of the attributes may vary depending on the type of service.
Practical implications
The importance of attributes and their WTP preference helps future researchers create a pricing model involving these attributes. This helps service providers price their services rationally, thus succeeding in servitization.
Social implications
Product life is extended because the manufacturers themselves are servicing it and also help recycle the product with their expertise. Servitization is also helpful for the Indian economy, as it is turning into a manufacturing economy.
Originality/value
This research investigates three attributes that contribute to WTP, in accordance with their level of contribution. It also provides a direction to establish an adequate pricing model for industrial services.
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Inma Rodríguez-Ardura, Antoni Meseguer-Artola and Qian Fu
An integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users'…
Abstract
Purpose
An integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users' immersive experiences of presence and flow to their engagement and stickiness. Furthermore, presence is treated as a bi-dimensional construct made up of spatial feelings and the sense of being in company, and users' engagement is conceived as cognitive, affective and behavioural contributions to WeChat's marketing functions.
Design/methodology/approach
The authors develop a measurement instrument and analyse data from a survey of 917 WeChat users. They use a hybrid partial least squares-structural equation modelling (PLS-SEM) and neural network approach to confirm the reliability and validity of the measurement items and all the relationships between the constructs.
Findings
The paper provides robust evidence about the mediating influences of both utilitarian and hedonic value on users' engagement with the immersive experiences of presence and flow. An additional finding highlights the role of social norms in engagement and stickiness.
Originality/value
Rather than studying the effects of the immersive experiences of presence and flow from either a hedonic or a utilitarian perspective, the authors consider how immersive experiences shape both utilitarian and hedonic value, as well as their joint impact (along with that of social norms) on users' engagement and stickiness.
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The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value…
Abstract
Purpose
The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.
Design/methodology/approach
Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.
Findings
Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.
Originality/value
By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.
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Siyu Gao and Bilin Shao
The purpose of this study is to investigate how consumer brand engagement (CBE) promotes brand love and eWOM within the influence of brand interactivity and consumer involvement…
Abstract
Purpose
The purpose of this study is to investigate how consumer brand engagement (CBE) promotes brand love and eWOM within the influence of brand interactivity and consumer involvement, especially in the context of the smartphone industry and Chinese social media marketing. This study also examines the important role of brand love and gender in this relationship.
Design/methodology/approach
Data from 403 participants who are followers of the smartphone brand’s social media page was collected via an online survey. PLS-SEM was also used for examining the research model.
Findings
The findings of this research reveal that the (perceived) brand interactivity, and consumer involvement, are key factors influence CBE. As expected, brand love and consumers’ eWOM intention are significant outcomes of CBE. In particular, the relationship between CBE and consumers’ eWOM intention is mediated by brand love. However, gender did not moderate the proposed relationships.
Originality/value
By integrating social exchange theory and attribution theory, this study deepens the understanding of CBE and brand love by examining the relationship between brand interactivity, consumer involvement, CBE, brand love and eWOM in the context of smartphone and Chinese social media marketing.
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