Search results for " relationship management"
showing 10 items of 85 documents
Co-creation in hotel–disable customer interactions
2015
This study employs analytic hierarchy process (AHP) to develop a methodology that allows researchers to select factors for new measures in value co-creation analysis. AHP shows that successful factors for co-creation relate to the sequential stages of the relationship between hotels and disabled customers, which derives from co-creation processes. The resulting model highlights the principal factors affecting value co-creation when hotel/disabled customers interact, have a dialogue, and collaborate with staff to innovate and create new products and services at booking and stay encounters. These interactions may allow hotels to develop a strong foundation of common knowledge on value managem…
Collaborating to innovate: Effects on customer knowledge management and performance
2015
Abstract Scholars regard customer knowledge management (CKM) as a strategic resource for businesses to improve innovation, facilitate the detection of new market opportunities, and support long-term customer relationship management. However, literature suffers from a lack of understanding of customer collaboration's role in the innovation process and innovation orientation in CKM. Accordingly, this paper tests a model examining how both variables act as antecedents of CKM. The model also explores CKM and customer collaboration's effect on marketing results. Findings have important academic and managerial implications, and show that collaboration with customers and openness to innovation are…
Online channel adoption in supermarket retailing
2021
Abstract Introducing a new online channel is a crucial decision for brick-and-mortar retailers that requires insight and forecasts into customers' adoption and subsequent behaviour. The aim of this study is to analyse the dynamics in the behavioural heterogeneity of (new) multichannel supermarket customers when the online channel is introduced. A Latent Class Analysis (LCA) was conducted on 1151 adopters of the new online channel of a supermarket retailer to segment customers. We employed an extended “Recency, Frequency and Monetary (RFM)” model that includes customers’ purchases prior to the introduction of the new channel. Results show that adopters of a new channel are not a homogenous g…
Consumer-Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry
2017
A number of studies agree on the fact that social media users tend to trust more the contents created by other users than those generated by companies’ marketing departments or advertising agencies. However, little is known regarding whether social media can actually enhance brand trust and other brand relationship outcomes that are deemed critical to the hospitality marketing literature. This paper seeks to offer some important insight on this issue by examining the impact of consumer-generated reviews on social media on four main pillars of the relationship marketing paradigm, i.e., satisfaction, trust, commitment, and loyalty. The inter-relationship between brand outcomes is also examine…
Integrated Tool for Assisted Predictive Analytics
2021
Organizations use predictive analysis in CRM (customer relationship management) applications for marketing campaigns, sales, and customer services, in manufacturing to predict the location and rate of machine failures, in financial services to forecast financial market trends, predict the impact of new policies, laws and regulations on businesses and markets, etc. Predictive analytics is a business process which consists of collecting the data, developing accurate predictive model and making the analytics available to the business users through a data visualization application. The reliability of a business process can be increased by modeling the process and formally verifying its correctn…
How to Sell SaaS: A Model for Main Factors of Marketing and Selling Software-as-a-Service
2011
Software-as-a-Service providers have been growing fast while the contemporary research literature has neglected analysis of their business-critical marketing and sales processes. In this paper we collect the key factors characterizing how to market and sell SaaS to business customers into an eight dimensional model. We also use an explorative multi-case study to observe six SaaS providers and validate the model. The interviewed providers emphasized use of the Internet for marketing communication while personal direct sale was the dominating sales approach. Customer acquisition cost was the key performance indicator for marketing and sales while customer lifetime value and churn were the KPI…
Business and Leadership Ethics Conference – three current themes
1999
Collects thoughts that emerged during the recent virtual conference, Business and Leadership Ethics. For the consumer, legislation often seems insufficient to control the activities of business and business suffers as a result. A company’s ethical stance is frequently as important as more traditional considerations like product, service and even pricing. Considers three themes as a basis for the ethical orientation of organizations. Postmodernism is important – after all, this new collective consciousness is largely responsible for the changing view of business that necessitates this study. Despite links with older business styles, competition can be used to shift the ethical base, provided…
The business plan as a project: an evaluation of its predictive capability for business success
2012
Although there is extensive research aimed at identifying the main success factors for new ventures, efforts directed at evaluating the real effect of the existence and quality of a business plan on a firm's survival chances have been limited. This study attempts to fill this gap by analyzing to what extent the quality of a business plan, measured according to its economic, financial and organizational viability, constitutes a good predictor of business survival; and how other variables related to the characteristics of the entrepreneur and the business can affect the predictive capability of the model under consideration. Hypotheses are tested using data collected from 2142 service firms. …
The Role of Business Models in Developing Business Networks
2008
Business models have received a substantial amount of interest recently. Also, various research studies have discussed business models, especially in the context of a single company operating in mass markets. Unfortunately, these models often are not applicable for complex products or services that build on long-term knowledge about customer tastes, facilities, and skills. Especially on global markets, the asset specificity and vast geographical distances make it difficult for any single company to provide this kind of service cost-efficiently on a large scale. Instead, it calls for cooperation among multiple firms. Creation of a joint business model for a collaborative network is a necessa…
Stakeholder engagement toward value co-creation in the F&B packaging industry
2019
Purpose The purpose of this paper is to explore how a food and beverage packaging company manages internal and external stakeholders to achieve sustainable innovation outcomes, as well as to contribute to the spread of sustainability paths along the supply chain, on which it operates. Design/methodology/approach A case study approach was chosen and applied multiple methods of semi-structured interviews and a documentation review. Findings Results reveal a structured stakeholder relationship management, according to which the packaging company acts through a stakeholder engagement process to both acquire and share new knowledge to address stakeholder pressure. Co-creation models result in a…