摘要 :
In business-to-business markets, customer success management is gaining growing practical importance. The concept comprises customer-related activities that aim at monitoring, securing and enhancing customer success as well as the...
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In business-to-business markets, customer success management is gaining growing practical importance. The concept comprises customer-related activities that aim at monitoring, securing and enhancing customer success as well as the implementation of the corresponding organizational structures and processes within the supplier firm. In contrast to existing research, this article takes a customer perspective to customer success management and investigates how business customers judge respective supplier activities; first, to reveal the quality dimensions business customers apply when assessing suppliers' customer success management activities, and second, to investigate how the quality of suppliers' customer success management activities leads to business customers' perceived value. Addressing these questions, this research contributes to literature by exploring customer success management from a customer perspective. The findings elucidate that customers' perceived value in use does not simply develop over time. Rather, through the implementation of customer-related activities of customer success management, suppliers can actively influence customers' value-in-use experiences thus fostering customers' rebuy decisions. From managerial perspective, the findings support suppliers in successfully shape their customer-oriented customer success management activities as well as the necessary internal structures and processes.
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Purpose - The purpose of this paper is to explore the manifestations and the effects of the dispersion of marketing activities (DoMA) in business-to-business (B2B) firms.Design/methodology/approach - To analyze the manifestations ...
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Purpose - The purpose of this paper is to explore the manifestations and the effects of the dispersion of marketing activities (DoMA) in business-to-business (B2B) firms.Design/methodology/approach - To analyze the manifestations and effects of DoMA, an empirical study was conducted in German B2B firms that consisted of a qualitative pre-study and an online questionnaire-based quantitative study.Findings - Findings highlight that there is not "one" DoMA in B2B firms but that the degrees of dispersion differ with respect to various marketing activities. Moreover, a cluster analysis of the firms with respect to the manifestation of their DoMA reveals interesting differences with respect to the relationship between DoMA and the perceived performance of the marketing activities.Originality/value - This explorative study is one of the first to empirically investigate the extent of DoMA in B2B firms. It shows how different DoMA can be in practice with respect to single marketing activities, as well as firms, and how this impacts the perceived performance of marketing activities.
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Suppliers in business markets are increasingly providing complex offerings, which is reflected in concepts like hybrid offerings, servitization and solution business. Such complex offerings are characterized by value propositions ...
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Suppliers in business markets are increasingly providing complex offerings, which is reflected in concepts like hybrid offerings, servitization and solution business. Such complex offerings are characterized by value propositions in which the value that emerges throughout the entire customer usage cycle builds the core element. To secure and increase this value in use, as perceived by the customers, suppliers need to establish activities of value-in-use management. This value-in-use management comprises monitoring the delivery of the promised value, and enhancing customer value in use throughout the entire lifecycle of a complex offering. This article investigates which value-in-use management activities are currently implemented by suppliers, how these activities are linked to other business processes, and what differences in value-in-use management activities exist between various types of complex offerings. By addressing these questions, this research contributes to literature by exploring post-deployment processes that affect value in use customer experience when using complex offerings. Moreover, from a managerial perspective, it reveals in which constellations measures of value-in-use management are currently implemented in practice and therefore are of particular importance. Furthermore, the results of the study may serve as a starting point to elucidate how measures of value-in-use management can be implemented successfully.
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PurposeFirms transforming from a product supplier into a solution provider need to develop entirely new organizational capabilities or re-configure existing ones. This paper aims to conceptualize solution business fitness (SBF) as...
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PurposeFirms transforming from a product supplier into a solution provider need to develop entirely new organizational capabilities or re-configure existing ones. This paper aims to conceptualize solution business fitness (SBF) as a construct that captures comprehensively the capabilities necessary for a firm to operate successfully in solution business and investigates how the construct can be measured.Design/methodology/approachBased on a conceptualization of solution-specific capabilities and SBF, the development of the SBF measurement model followed a three-step procedure: domain specification and conceptual development, qualitative pre-study and quantitative pre-study. The SBF measurement model and its relevance were studied in a large scale longitudinal study using survey data from firm representatives, as well as archival data about the turnover and profitability development of the respective solution providers.FindingsThe study empirically validates solution-business-specific capabilities as antecedents of firm performance and shows how different business logics applied by firms give capabilities different importance and impact.Practical implicationsManagerially, firms can use the developed measurement tool to assess their current SBF and define the desired target status. When improving the SBF, managers should pay special attention to the business logic of their firm, as the required capabilities are context-dependent.Originality/valueThe study is the first to conceptualize and measure SBF and to empirically investigate the moderating role of business logic on the importance of the concept and its elements.
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This paper examines the impact of pre-existing brand attitudes on consumer processing of electronic word-of-mouth (eWOM). This topic is particularly important for brands that simultaneously possess strongly pronounced proponents a...
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This paper examines the impact of pre-existing brand attitudes on consumer processing of electronic word-of-mouth (eWOM). This topic is particularly important for brands that simultaneously possess strongly pronounced proponents as well as opponents. Two experimental studies using univalent (study 1, N = 538) and mixed (study 2, N = 262) sets of online reviews find indications for biased assimilation effects of eWOM processing. Consumers perceive positive (negative) arguments in online reviews as more (less) persuasive when having a positive (negative) attitude towards the brand. Perceived persuasiveness in turn influences behavioral intentions and acts as a mediator on the relationship between attitude and behavioral intentions. We examine two moderators of this effect. When priming individuals to focus on other consumers (vs. a self focus prime), the biased assimilation effect is weaker (study 3a, N = 131). In contrast, we show that biased assimilation becomes stronger under conditions of high (vs. low) cognitive impairment (study 3b, N = 124). Our findings contribute to the literature on the relationship between eWOM and brands and advance our understanding of potential outcomes of brand polarization. (C) 2016 Direct Marketing Educational Foundation, Inc., dba Marketing EDGE. All rights reserved.
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Consumers frequently rely on online reviews, a prominent form of electronic word-of-mouth (eWOM), before making a purchase decision. However, consumers are usually confronted with hundreds of reviews for a single product or servic...
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Consumers frequently rely on online reviews, a prominent form of electronic word-of-mouth (eWOM), before making a purchase decision. However, consumers are usually confronted with hundreds of reviews for a single product or service, as well as rich information cues on online review websites (review texts, helpfulness ratings, author information, etc.). In turn, consumers face more information cues on online review websites than they can or want to process, and are likely to proceed selectively. This paper investigates selective processing of such eWOM information cues. Results of Study 1, an exploratory study using verbal protocols, confirm that consumers display selective eWOM processing patterns and are able to articulate them. Study 2 develops and applies a measurement instrument to capture these patterns. A subsequent cluster analysis on members of a large-scale online panel (N = 2,295) indicates five prominent eWOM processing types, termed "The Efficients", "The Meticulous", "The Quality-Evaluators", "The Cautious Critics", and "The Swift Pessimists". Insights of this research can help firms to better understand consumers' eWOM processing and improve the user-friendliness of online review websites. (C) 2017 Direct Marketing Educational Foundation, Inc., dba Marketing EDGE. All rights reserved.
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Repurchase in business-to-business settings is driven by relational outcomes like satisfaction. Recent research suggests that these are mainly determined by the customer perceived value in use, which stems from the customers' expe...
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Repurchase in business-to-business settings is driven by relational outcomes like satisfaction. Recent research suggests that these are mainly determined by the customer perceived value in use, which stems from the customers' experiences within the usage of products and services. This usage usually takes place in multi-actor usage processes, which encompass a multitude of interactions between the users of a focal resource, the members of a business usage center. These users typically perceive the processes and interactions differently depending on their position, responsibilities, expertise, mood, etc. As the actors follow various multiple goals on the individual and collective levels, they perceive the value in use of the same product or service typically differently. Thus, understanding the interactions during organizational usage processes is crucial for grasping the peculiarities of value cocreation in business-to-business usage processes. Hence, we develop a typology of business usage center members through 20 interviews using repertory grid technique and means-end chaining. We elicit five types of users based on 32 characteristics of perceived behaviors in organizational usage processes: Lead, Doer, Soldier, Maven, and Laggard. Furthermore, we show how the characteristics and types influence the actors' value-in-use perceptions and their behaviors toward a focal resource and their co-workers.
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The present study investigates empirically which types of multi-stage marketing by a business-to-business supplier affect its direct customers' willingness-to-pay. We conceptually develop comprehensive and selective multi-stage ma...
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The present study investigates empirically which types of multi-stage marketing by a business-to-business supplier affect its direct customers' willingness-to-pay. We conceptually develop comprehensive and selective multi-stage marketing as well as multi-stage awareness as distinct types of this concept. Their properties lead to differentiated hypotheses concerning their effects on direct customers' relationship value perceptions and perceived price importance which in turn influence willingness-to-pay. The paper also demonstrates how the direct customers' power position toward their own customers affects the effectiveness of a supplier's multi-stage marketing endeavors. We conduct a scenario-based, experimental study among 103 knowledgeable purchasing managers in customer companies to the adhesives industry, measuring willingness-to-pay, perceived relationship value, and price importance with a limit conjoint analysis. Multi-level modeling is used to test our hypotheses. The results show that comprehensive multi-stage marketing significantly increases purchasing agents' willingness-to-pay, mostly through their relationship value perception, and especially when the customer company is in a less powerful position toward its own customers. For managers, our study highlights the benefits of comprehensive multi-stage marketing over the other multi-stage marketing types. (C) 2015 Elsevier Inc. All rights reserved.
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Actors engaged in alternative economies organize resource transfers, exchange resources (with and without the use of money), and create value. As value creation is a definitional attribute of marketing systems, we examine whether ...
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Actors engaged in alternative economies organize resource transfers, exchange resources (with and without the use of money), and create value. As value creation is a definitional attribute of marketing systems, we examine whether alternative economies fall under the concept of marketing systems. That is, the conceptual framework of the marketingsystems approach applicable to alternative economies must help answer this question, and the approach's empirical claims must hold true in alternative economies. We refer to the distinction between the conceptual framework of a theory and its empirical claims to substantiate our notion that alternative economies are marketing systems. Informed by the theoretical analysis and insights gleaned from interviews, we suggest modifications of the conceptual framework of the marketing-systems approach to improve or extend its applicability to alternative economies.
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Portrayals of women and minorities advertising have long been of interest to advertising scholars. While research has found that the overall representation of these groups has increased, some stereotypes persist, and so do questio...
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Portrayals of women and minorities advertising have long been of interest to advertising scholars. While research has found that the overall representation of these groups has increased, some stereotypes persist, and so do questions about the quality and prominence of portrayals. This study examines portrayals of minorities and women in Super Bowl advertising, the main "pop culture" show case for US advertising. A content analysis of 10 years of Super Bowl ads is conducted and a multinomial logit regression model is employed to delve deeper into the content analysis results. Findings show that while the overall representation of women and various minority groups is strong, a deeper analysis shows that these groups are seldom depicted as primary characters by themselves and that some subtle stereotypes persist. We also find that ads featuring female principal characters are more likely to feature home settings, sexual appeals, emotional messages, and music as a major element and that it is less likely for female (vs. male) celebrities to be used. Minority principal characters are more likely to be celebrities and be included in ads with music or for technical products but are less likely to be included in ads featuring corporate social responsibility messages.
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