Current Issue : October - December Volume : 2017 Issue Number : 4 Articles : 5 Articles
In Consumer to Business (C2B) mode driven by consumer demand, enterprises\nmust not only meet the requirements of individual customers, but also\ntake into account the trade-off between cost and profit. Customization-\nmassing becomes the core model successfully implementing the C2B.\nThis article analyses and expounds the principle and the main way of realizing\nC2B by customization-massing from two aspects ââ?¬Å?personalized marketingââ?¬Â\nand ââ?¬Å?flexible productionââ?¬Â, and proposes ââ?¬Å?Intelligent manufacturingââ?¬Â and ââ?¬Å?3D\ntechnologyââ?¬Â will be the future direction of C2B development in China....
There is not a unanimous conclusion about the influential elements of online customers�\nrepurchase intention. We established a concept model and discussed how\nutilitarian values (perceived ease of use and perceived usefulness), social values (satisfaction\nand trust) and the hedonic value (perceived enjoyment) directly and indirectly\ninfluenced customers� repurchase intention in the context of online shopping.\nIt adapted questionnaire to collect data and testified the hypothesis by structural equation\nmodel. The results showed that perceived usefulness, online customers� satisfaction\nand perceived enjoyment had significantly positive impact on online customers�\nrepurchase intention. Moreover, we found that compared with utilitarian factors,\nthe hedonic factor had a stronger positive impact on repurchase intention....
As word of mouth (WOM) is a spontaneous, non-commercial form of communication, consumers believe that messages sent by others are more reliable than corporate messages, making WOM significant in the consumer�s decision-making process. Internet has introduced a new type of WOM by enabling people who do not know each other to send and receive messages. With its much faster transmission speed than traditional WOM, and its unlimited reach through time and space, electronic WOM (eWOM) influences consumers and their decision-making processes significantly. Negative eWOM can lead consumers to boycott particular brands, products or firms. Perceptions of messages shared by other people on the Internet change from one person to the next, and may well depend on cultural variables. This research explores the role played by culture in determining a boycott following negative eWOM. We adopted qualitative research methods based on netnography and focus groups. Our findings highlight the role played by cultural variables in perceptions of the message that has created eWOM, in its interpretation, and in the reactions of consumers....
This paper analyzes telecom consumer relationship by exploring customer switching\nbehavior and classifying communication categories to support companies in planning\napplicable communication to thwart the consumer switching and improving\nconsumer loyalty. Quantitative research is carried out by surveying 383 telecom\nconsumers who have experienced the switching process. Findings uncover that telecom\nconsumers selected distinct information methods before making switching decision.\nActive consumers prefer newsletter based on quality of service while passive\nconsumers select newsletter largely based on competitive prices....
Complaint cases on clothing and apparel have increased over the last decade. In today�s competitive environment, maintaining a good reputation and positive word of mouth in the industry is essential to increase competitiveness. Fashion chain stores should gather customer feedback to improve product and service quality. Hong Kong customers complain to express their anger when they feel dissatisfied with their shopping experience. The current study aims to investigate the complaint behavior of Hong Kong customers toward retail chain stores. Using Hong Kong as a single case study, a qualitative approach was adopted with a sample of 20 respondents who have complained in fashion chain stores. Semi-structured questions were asked in the in-depth interview. Results demonstrated the reason for complaints, and the perception of complaint behavior of Hong Kong customers was discovered. Recommendations were presented as insights for industrial practitioners....
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