Current Issue : April - June Volume : 2012 Issue Number : 2 Articles : 7 Articles
The main purpose of this paper is to develop a new model to investigate the effects of various dimensions of perceived value (social, emotional and conditional value) on commitment, and explore the effects of commitment on customer advocacy behaviors, including sharing information; marketing research support, word-of-mouth referrals, and increasing repurchase intentions. In this new model, an online survey was used with a sample of 271 students of Shiraz University (IRAN) using NOKIA mobile phone. Over three-quarters of the students (76.2%) were male. The respondents were between the age of 18 and 28 years. The questions used in this study were taken from the relevant literature, contained 37 questions addressing all the variables: social value (4 items), emotional value (5 items), conditional value (1 item), commitment (5 items), information sharing (7 items), marketing research support (5 items), word-of-mouth (7 items) and repurchase intentions(3 items). The data were screened using the SPSS program (Version 11). Finally, descriptive- correlative methodology was used in this study. The research found significant positive relationships between customer perceived value and commitment. The findings suggest that commitment most influenced by social value (40%), emotional value (32%), and conditional value (27%). Beside, the findings illustrate that customers with stronger levels of commitment are indeed more willing to contribute as customer advocates. This study shows that the most impacts of commitment are on word-of-mouth (31%), repurchase intentions (28%), information sharing (21%) and marketing research support (19%).Of course, all of the eight hypotheses were supported. Further research is encouraged on the relative importance of the value dimensions� influence on commitment in global markets and expanded view of customer advocacy. Researchers are also advised to regard this work as a starting-point for expanded hypotheses development of future customer advocacy models. The study considers the potential for how business customers can be further engaged to serve as advocates and thereby help improve the firm�s marketing performance. This study implies the major influence of social value and the minor influence of conditional value on commitment and also implies the major impact of commitment on word-of-mouth and the minor influence of commitment on marketing research support....
This paper surveys customer relationship management (CRM) technology trends and forecasts using bibliometric analysis from 1989 to 2009 with topic as ââ?¬Å?customer relationship managementââ?¬Â in SSCI database. The bibliometric analytical technique is used to examine the topic in SSCI journals from 1989 to 2009, based on the scope of 1121 literatures of CRM. This paper implemented and classified CRM\nliteratures using eight categories for different distribution status in order to explore how CRM technology trends and applications have developed in this period. Also, the paper will perform K-S test to verify the reliability of Lotkaââ?¬â?¢s Law. The analysis provides a roadmap to guide future research and abstract the trend information so that CRM researchers can save some time since core knowledge will be concentrated in core categories. This implies that the phenomenon \"success breeds success\" is more common in higher quality publications....
This paper aims to examine how executives and managers from different Vietnamese enterprises represent their awareness and their perceptions of corporate social responsibility (CSR), as well as whether the attitude of Vietnamese consumers towards CSR is positive. Based on the quantitative analysis, the paper provides evidence that while a large proportion of managers express a highly positive attitude towards CSR and its reporting, consumers� perception is at low state and questionable. But the hypothesis testing shows that there seems to be a discrepancy between what managers say they do and what they actually do. Nevertheless, the willingness to learn and gain more knowledge about CSR found from the survey has drawn a bright future for CSR implementation and CSR disclosure in Vietnam....
This paper uses natural experiment to explore effects of product placement advertisements. Results shows (Experimental Film: A Sigh): Buick and Bank of China are different in terms of main effect of brand awareness. It is the same as in terms of consumer�s value. In terms of interaction between two brands, results are different. This paper provides reasonable procedures to test effects and tells us what kind of consumer�s value is effective for product placement advertisements....
As IT outsourcing increases, this study is timely to revisit the key variables anticipated to influence IT outsourcing result. Prior to this study, very few studies have focused specifically on this aspect and by addressing this shortfall; it is the contribution of this study to the body of knowledge. The results of this quantitative study showed that vendor capability, the internal readiness of the customer organization, the cultural similarity of vendor with the customer and the engagement of the internal IT team all had a significant relationship with IT outsourcing result. These results support the prior, mostly qualitative work of other scholars. The implications of these findings and recommendations for future research are discussed in the post-analysis section....
The purpose of this paper is to examine the level of customer satisfaction in the parcel service delivery. A questionnaire survey based on the SERVQUAL model was carried out among 103 parcel service delivery users from the Cheras area, Kuala Lumpur. It was found that tangibility, reliability and assurance each has an impact on customer satisfaction; while empathy and responsiveness have no significant impact on customer satisfaction. The paper contributes to our knowledge on customer satisfaction by presenting the service qualities from a customer perspective and by deriving an effective approach to focus on the important dimensions in the SERVQUAL model in the parcel service delivery business. Implications and limitations from this study are also discussed....
Customer satisfaction is important to outsourcing success and hence outsourcing contract continuation. However, with an increasingly competitive environment and a reportedly low success rate, maximizing customer satisfaction naturally tops the challenge chart for IT outsourcing vendors. This paper describes a research-in-progress that aims at first identifying the factors that influence customer satisfaction and then systematically classifying the factors into five different categories of quality defined in Kano�s Theory of Attractive Quality. Once this study is completed, the research findings, specifically the classification, will be a contribution to the body of knowledge in IT outsourcing. The classification will also be valuable to vendors that want to satisfy their customers within the constraint of limited resources....
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