Search results for "Custom"

Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey

2022

Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing approach. To address important knowledge gaps in extant research, this study identifies key activities for realizing customer-centric DCM in B2B markets and key contingencies that influence its performance outcomes. A theories-in-use approach, building on 56 interviews with managers at 36 B2B companies that have invested heavily in DCM, advances current literature by developing an activity-based conceptualization, grounded in relevant marketing research streams (customer en…

Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market

2022

This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas n…

Advancing value-based selling research in B2B markets : A theoretical toolbox and research agenda

2023

Value-based selling (VBS) has become an increasingly important selling practice in contemporary business-to-business (B2B) markets, but currently most VBS studies are limited to exploratory and descriptive case studies. Therefore, the purpose of this paper is to develop a theoretical toolbox that provides a foundation for more theory-driven research on VBS and thereby advances both the theoretical and managerial understanding of VBS. Specifically, we consider equity theory, framing theory, mental accounting, social exchange theory, signaling theory, agency theory, game theory, and institutional theory in terms of their implications for VBS. We provide a brief overview of each theory and its…

PODOLOGICAL ASPECTS OF FOOT CARE IN SOCIAL CARE CENTERS

2018

Investigate the necessity for therapeutic foot care and the involvement of a podologist in an interdisciplinary health care team in social care institutions in Latvia. So far, no study has been conducted on the need for therapeutic pediatric care for Social Care Center (SCC) clients in Latvia; it is known that in individual SCC’s where some podologists work part-time, another podologist is invited in specific cases, or clients are taken to a podologist at a medical institution. The study was conducted in 15 Latvian Social Care Centers (SCC), surveying 750 customer feet. People who, for various reasons, are no longer capable of foot care, is a highly necessary specialist who will do it profe…

Modelli concettuali e strumenti operativi per la valutazione e il miglioramento della «performance» nell’erogazione dei servizi pubblici in una prosp…

2014

La qualità dei servizi è stata riconosciuta come un rilevante aspetto caratterizzante la performance dell’azienda pubblica, analogamente alla capacità di operare secondo criteri di efficienza e nel rispetto dei vincoli di bilancio. Sebbene sia possibile riscontrare alcuni casi di customer satisfaction nelle amministrazioni pubbliche italiane, a tutt’oggi il tema presenta significative criticità, specialmente in ordine agli aspetti metodologici e agli strumenti operativi che consentano di integrare tali valutazioni nel sistema di programmazione e controllo e nel più ampio sistema di controllo organizzativo delle aziende che erogano tali servizi. Il presente lavoro adotta una diversa prospett…

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…

Multichannel intra-group coopetition and customer satisfaction

2014

Sources of Dissatisfaction: Mobile Interaction with the Real World and Other Mobile Internet Applications

2013

Current consumer-level mobile Internet applications involve many potential sources of dissatisfaction. Studying these sources is necessary, especially for newer application areas such as mobile interaction with the real world. This study combined previous studies to form a categorization framework of dissatisfaction sources and gathered qualitative data using critical incident technique and overall evaluation questionnaire to describe the sources in detail. This article proposes insights into characteristics, temporality, and combinations of sources. peerReviewed

Designing a mobile app for museums according to the drivers of visitor satisfaction

2013

The aim of this study is to identify the key factors as antecedents of visitor satisfaction for the design of a mobile app for museums. To our aim we use the Kano model that allows to categorize service attributes according to how they are perceived by customers and to estimate their impact on customer satisfaction. We collected qualitative data trough 300 questionnaires administered to tourists visiting the Sicilian cities of Palermo and Trapani over a period of 3 months (October- December 2012). The results of our analysis can be relevant for museum and public managers to plan strategic and operative activities, for researcher in the field of touristic marketing, for application developer…

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…