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11 – 20 of over 137000Ioanna Anninou, Georgia Stavraki and Arne Floh
This study aims to examine the moderating role of dimensions of brand authenticity (continuity, credibility, integrity and symbolism) in the relationship between evaluations of…
Abstract
Purpose
This study aims to examine the moderating role of dimensions of brand authenticity (continuity, credibility, integrity and symbolism) in the relationship between evaluations of imperfect experiences and satisfaction within a service experience context. Building on prior research arguing for the subjective evaluation of service experiences as well as for the use of signals during dynamic experiences that build a shield to protect a brand, it assumes that service experiences range across a continuum of experiential perfection/imperfection.
Design/methodology/approach
Two Web-based surveys, one pilot (N = 231) and one main (N = 349) have been conducted. The survey methodology was complemented by a (moderated) structural equation modelling approach taken for the data analysis.
Findings
The findings indicate that imperfect experiences in a restaurant context have a negative influence on satisfaction. Brand continuity, credibility, integrity and symbolism authenticity weaken the negative relationship between imperfect experiences and satisfaction, but this effect seems to depend on the type of experiential imperfections.
Originality/value
The current study provides theoretical and preliminary empirical evidence explaining how dynamic interactions with customers can impact subsequent static experiences. The authors found that the strength of the relationship between imperfect experiential elements and satisfaction does not only depend on perceived brand authenticity and does not always weaken when brand authenticity is present.
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John Agyekum Addae, Kwabena Gyasi Boakye, George Oppong Appiagyei Ampong, Hod Anyigba, Mohammed Majeed, Aidatu Abubakari and Kwame Simpe Ofori
The study's goal is to assess the influence of multichannel integration quality on perceived value, service convenience and service experience in a multichannel banking context…
Abstract
Purpose
The study's goal is to assess the influence of multichannel integration quality on perceived value, service convenience and service experience in a multichannel banking context. Furthermore, the study investigated the impact of perceived value, service convenience and service experience on positive electronic word of mouth (e-WoM).
Design/methodology/approach
Data were collected from 527 respondents using online surveys distributed on various social media platforms in Ghana. The data were analysed using the partial least squares approach to structural equation modelling.
Findings
The results showed that multichannel integration quality influences consumers' perceptions of value and service experience favourably. It also showed that the two factors influencing service convenience were service experience and perceived value. Further, the research revealed a significant relationship between positive electronic word of mouth and perceived value, service convenience and service experience.
Practical implications
The study adds to the existing body of knowledge on multichannel integration by empirically testing the relationship between multichannel integration quality and consumer response in the context of multichannel banking.
Originality/value
The study is one of a few that provide important insights into the growing body of literature on multichannel integration quality from the consumers' perspective. The study further develops a model that explicates the relationship between multichannel integration quality, perceived value, service convenience and e-WoM.
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Steve Fairbanks and Aaron Buchko
Strategy Question: How do we effectively communicate our brand to our customers and our market?Summary: Many firms have a sense of the organization’s “brand.” We define brand as…
Abstract
Strategy Question: How do we effectively communicate our brand to our customers and our market?
Summary: Many firms have a sense of the organization’s “brand.” We define brand as “the promise of an experience” to the customers. Firms need to identify the elements of the customer experience that are valued by the customer and determine the brand experience the organization wishes to convey is consistent with the experience of the customer. This tool uses a simple survey process methodology to determine whether the brand experience the organization wishes to convey is consistent with the experience of the customer. A simple X/Y chart is used to array the firm’s offerings based upon the customer’s perception of the brand experience. Comparisons with competitive firms can be included in the analysis. The results provide insight into the effectiveness of promotional and communication efforts intended to develop brand awareness among customers.
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This study aims to explore the effects of the omni-channel experience on customer commitment and word-of-mouth (WOM) intention within the context of fashion retailing in an…
Abstract
Purpose
This study aims to explore the effects of the omni-channel experience on customer commitment and word-of-mouth (WOM) intention within the context of fashion retailing in an emerging country, Türkiye.
Design/methodology/approach
In the study, data was collected online from 346 consumers. The hypothesised relationships were tested using SEM via AMOS.
Findings
Three sub-dimensions of the omni-channel experience are validated, namely consistency, connectivity, and personalisation, and while consistency and personalisation positively affected customer commitment, they did not indicate any direct influence on WOM intention. On the other hand, connectivity affected WOM intention but not customer commitment. In conclusion, even though consistency, connectivity, and personalisation constitute the omni-channel experience, they have differing behavioural outcomes. Furthermore, fashion retail customers’ commitment positively influenced WOM intentions.
Research limitations/implications
This study contributes to the literature in four main areas: First, this study validates the omni-channel experience scale. Secondly, it extends social exchange theory in omni-channel retailing research. Thirdly, it develops a micro-perspective on the omni-channel experience. Lastly, it puts forth that the effects of consistency, connectivity, and personalisation on customer commitment and WOM intention differ.
Practical implications
The omni-channel experience is a multi-dimensional concept. Retail managers should invest in consistency, connectivity, and personalisation to amplify customer commitment and WOM intention.
Originality/value
This study explores how customer commitment and WOM intention are enhanced through an omni-channel experience.
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Gamification in mobile apps has emerged as a compelling strategy to foster firm’s relationships with their customers through mobile applications. This study utilizes a…
Abstract
Purpose
Gamification in mobile apps has emerged as a compelling strategy to foster firm’s relationships with their customers through mobile applications. This study utilizes a meta-analytic review to demonstrate how gamification shapes consumer responses and how moderator variables play a role in this process.
Design/methodology/approach
The study employed a meta-analytic review to combine and synthesize data from 62 studies, including 71 independent samples and a sample size of 20,510 to test the research model and examine the role of moderators in this model.
Findings
Findings reveal that gamification, through the customer experience components (cognitive, hedonic, pragmatic and social elements), leads to customer engagement, resulting in word-of-mouth and loyalty. However, privacy concerns play a destructive role in this process, deteriorating customer–firm relationships. Moderator analysis indicates that gamification design elements, such as rewards, progression and customization systems, along with product and service benefit, involvement, familiarity and firm type moderate the relationship between gamification and customer response.
Research limitations/implications
The meta-analysis main and moderator analysis results provide several insights for marketing managers that assist them in developing an effective gamification in mobile app strategy.
Originality/value
The findings reveal novel insights, encompassing both the bright and dark sides of the influence of gamification on customer response, while also examining the moderating roles of gamification, product and service and firm characteristics.
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Shahrbanoo Yadollahi, Ali Kazemi and Bahram Ranjbarian
Customer-to-customer (C2C) interactions substantially affect the overall service experience. This study attempts to provide a better and deeper understanding of C2C interactions…
Abstract
Purpose
Customer-to-customer (C2C) interactions substantially affect the overall service experience. This study attempts to provide a better and deeper understanding of C2C interactions during the customer journey in the banking industry. The study aims to investigate the complexities of these interactions and to detect their outcomes and further implications in banking services.
Design/methodology/approach
This study used a sequential mixed-method approach. Firstly, semi-structured interviews were conducted to identify the components of C2C interactions during the customer journey. Subsequently, thematic analysis was performed to categorize the data and extract relevant components. Secondly, structural equation modeling was used to investigate the role of C2C interactions in behavioral outcomes.
Findings
The findings reveal that during the customer journey, C2C interactions plays a key role by providing information, managing queuing behavior, providing resources, and addressing issues related to other customers’ misbehavior. Additionally, C2C interactions have a positive direct effect on the customer experience, satisfaction, and loyalty. Customer experience, in turn, affects customer satisfaction and loyalty.
Originality/value
This study highlights the need for academic scholars to prioritize customers’ interaction during the customer journey in financial services, addressing a gap between industry directions and academic research in customer experience. Also, the findings help service providers develop effective strategies to enhance the customer experience by focusing on C2C interactions during the customer journey.
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Dora Agapito and Marianna Sigala
This paper aims to provide a critical reflection on the management of experiences in hospitality and tourism (H&T). The paper investigates the evolution of experience research…
Abstract
Purpose
This paper aims to provide a critical reflection on the management of experiences in hospitality and tourism (H&T). The paper investigates the evolution of experience research, while discussing the emerging challenges and opportunities for management.
Design/methodology/approach
The study adopts a critical and reflective approach for providing future directions of experience research. Three major fields are identified to discuss advances, challenges and opportunities in experience research: conceptualization and dimensions of experiences; relational network for experience management; and theoretical and methodological approaches.
Findings
The paper proposes a mindset shift to guide experience research, but also to redirect and research thinking and managerial practices about the role of experiences in the economy and society. This proposed humanized perspective to experience research and management is deemed important given the contemporary socio-economic, environmental and technological challenges of the environment.
Research limitations/implications
This paper identifies a set of theoretical and managerial implications to help scholars and professionals alike to implement the humanized perspective to experience research. Implications relate to conceptualization, relational network and theoretical and methodological approaches in experience research.
Originality/value
This study critically assesses research challenges and opportunities around customer experience management (CEM) in H&T contexts. This reflective and critical look at customer experiences not only informs future research for advancing knowledge and practice but also proposes a mindset shift about the role and nature of CEM in the society and economy.
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Barış Armutcu, Ahmet Tan, Shirie Pui Shan Ho, Matthew Yau Choi Chow and Kimberly C. Gleason
Artificial intelligence (AI) is shaping the future of the marketing world. This study is the first to examine the effect of AI marketing efforts, brand experience (BE) and brand…
Abstract
Purpose
Artificial intelligence (AI) is shaping the future of the marketing world. This study is the first to examine the effect of AI marketing efforts, brand experience (BE) and brand preference (BP) in light of the stimulus-organism-response (SOR) model.
Design/methodology/approach
The data collected from 398 participants by the questionnaire method were analyzed by SEM (structural equation modeling) using Smart PLS 4.0 and IBM SPSS 26 programs.
Findings
We find that four SOR elements of AI marketing efforts (information, interactivity, accessibility and personalization) positively impact bank customer BE, BP and repurchase intention (RPI). Further, we find that BE plays a mediator role in the relationship between AI marketing efforts, RPI and BP.
Originality/value
The findings of the study have significant implications for the bank marketing literature and the banking industry, given the limited evidence to date regarding AI marketing efforts and bank–customer relationships. Moreover, the study makes important contributions to the AI marketing and brand literature and helps banks increase customer experience with artificial intelligence activities and create long-term relationships with customers.
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Mengxi Yang, Walton Wider, Shuoran Xiao, Leilei Jiang, Muhammad Ashraf Fauzi and Alex Lee
This research is the first to use bibliometric analysis to provide insight into the landscape and forecast the future of customer experience research in the banking sector.
Abstract
Purpose
This research is the first to use bibliometric analysis to provide insight into the landscape and forecast the future of customer experience research in the banking sector.
Design/methodology/approach
We used bibliographic coupling and co-word analysis to delineate the existing knowledge structure after reviewing 338 articles from the Web of Science database.
Findings
The bibliographic coupling analysis revealed five key clusters: customer engagement and experience in digital banking; customer experience and service management; customer experience and market resilience; digital transformation and customer experience; and digital technology and customer experience—each representing a significant strand of current research. In addition, the co-word analysis revealed four emerging themes: customer experience through AI and blockchain, digital evolution in banking, experience-driven ecosystems for customer satisfaction, and trust-based holistic banking experience.
Practical implications
These findings not only sketch an overview of the current research domain but also hint at emerging areas ideal for scholarly investigation. While highlighting the industry’s rapid adaptation to technological advances, this study calls for more integrative research to unravel the complexities of customer experience in the evolving digital banking ecosystem.
Originality/value
This review presents a novel state-of-the-art analysis of customer banking experience research by employing a science mapping via bibliometric analysis to unveil the knowledge and temporal structure.
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– This article explains how B2B companies can create economic value by designing experiences and innovations that will be transformative for their customers.
Abstract
Purpose
This article explains how B2B companies can create economic value by designing experiences and innovations that will be transformative for their customers.
Design/methodology/approach
The article shows that B2B goods and services are increasingly marketed in an Experience Economy, an arena where interactions are based on what experiences buyers and their customers value.
Findings
The big value creation insight is that industrial companies. like consumer product companies, can create breakthrough innovations by understanding, responding to and transforming the experience of their customers. But with B2B companies the experience discovery process extends to their customers’ customers.
Practical implications
Almost any B2B business can be transformative if it aims its innovation efforts at satisfying its customers emerging needs and those of its customers’ customers. These are the aspirational outcomes that transformative companies provide.
Originality/value
One of the first articles to show leadership of B2B companies and their marketing and research units how to set up experience demonstrations and development projects that involve their customers in the process of customization, innovation and transformation.
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