Search results for "customer"

Visual Attention in Virtual Reality Settings: An Abstract

2019

Virtual reality, VR, is challenging marketers to understand both brand interaction and the customer experience at the point of sale. In order to test the usefulness of VR in retailing, research must address how the customer’s visual attention in a VR setting affects his/her behavior. There are two main drivers for this research. First, there has been an enormous growth in recent years in the use of neurophysiological methods to measure visual attention. At the store level, previous works show that attention to products measured through eye tracking influences consumer decision. Second, VR is being increasingly adopted by brands, but research is lacking into comparisons between VR formats. W…

From the “customer experience management” to the “customer experience memory management” and to the retailer-customer relationship

2016

International audience

The memory of the shopping experience: scale development and validation

2016

International audience

Customer Experience Formation in Online Shopping : Investigating the Causes of Positive and Negative Emotions During a Visit to an Online Store

2020

This study explores customer experience formation in an online shopping context by investigating the causes of customers’ positive and negative emotions during their visit to an online store. Survey data collected from 1786 Finnish online customers was used to identify individuals who experienced strong positive (N = 138) or negative emotions (N = 215) during their visit. The causes of negative and positive emotions were studied by analyzing customers’ open-ended, written explanations attributed to their emotions. Attribution theory is utilized to explain how individuals make sense of their emotions. The findings show that customers offer various explanations for the emotions evoked during …

Exploring Online Customer Experience Formation:How do Customers Explain Negative Emotions during Online Shopping Encounters?

2019

How Are Negative Customer Experiences Formed? A Qualitative Study of Customers’ Online Shopping Journeys

2019

This study investigates how negative customer experiences are formed during customers’ online shopping journeys. A qualitative, in-depth dataset collected from 34 participants was employed to identify negatively perceived touchpoints that contribute to the customer experience in a negative way. The findings reveal that negative touchpoints are experienced during customers’ entire journeys, particularly after a purchase is completed. We identified 152 negative touchpoints from the data, of which 53 were experienced during search and consideration, 35 when finalizing a purchase, 33 during delivery, and 31 during after-sales interactions with the company. Within these four main categories, 20 …

EFFECTS OF CUSTOMER KNOWLEDGE MANAGEMENT AND CUSTOMER ORIENTATION ON INNOVATION CAPACITY AND MARKETING RESULTS IN SMEs: THE MEDIATING ROLE OF INNOVAT…

2018

Managing customer knowledge is a key of source for SMEs. The principal aim of this paper is to provide empirical evidence on the direct effects of two specific strategic resources: customer orientation and customer knowledge management (CKM), on innovation capacity and marketing results in SMEs. The study also examines the role of innovation orientation as a mediator between customer orientation and CKM. For this purpose, a structural model was proposed and tested through an empirical investigation with variance-based structural equation modeling (PLS) using a sample made up of 210 Spanish SMEs. The findings highlight the relevance of CKM and customer orientation as important strategic res…

Digital Servitization: Strategies for Handling Customization and Customer Interaction

2021

This conceptual chapter utilizes extant servitization and digitalization theorization and discusses the impact of digital servitization on customization/standardization and customer interaction. The study argues that the transformation toward digital servitization is complex and goes far beyond the technological dimension. The study contributes to the digital servitization literature by demonstrating that industrial services shift from customized and co-created to mainly standardized-provided and informating when they are digitalized. These insights can assist managers of servitized manufacturing firms who wish to utilize digital technologies in their service provision.

Customer Orientation in Logistics as a Factor Influencing Business Competitive Advantage Creation

2017

Firms are constantly looking for the ways and solutions leading to business competitive advantage creation. One of the most effective and efficient solutions of getting and maintaining sustained, long-term competitive advantage by a firm is to implement customer orientation in business management. First of all, customer orientation - perceived as a key component of market orientation - facilitates identification and fulfilment of a customer’s needs and wants. In the recent years, apart from important place and role within the marketing concept, customer orientation has been more and more frequently taken into consideration in the logistics concept. The implementation of customer orientation…

Consumers' perceptions of mobile banking continuous usage in Finland and South Africa

2015

This study examines continuous usage behaviour related to mobile banking (m-banking) among consumers living in Finland (FI) and South Africa (ZA). The study investigates three post-adoption behavioural consequences - namely, trust, satisfaction and word of mouth. Using purposeful sampling techniques, we found that trust plays a significant role in promoting continuous usage of m-banking. In general, the respondents reported high levels of trust in m-banking technology and were satisfied with the m-banking application and services. In addition, convenience, user friendliness and speed emerged as the main sub-topics related to satisfaction. In most cases, the convenience of using m-banking do…