行銷硏究 : Marketing research

Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.

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Understanding Customer Experience Throughout the Customer Journey

Service-dominant logic continues its evolution, facilitated by an active community of scholars throughout the world. Along its evolutionary path, there has been increased recognition of the need for a crisper and more precise delineation of the foundational premises and specification of the axioms of S-D logic. It also has become apparent that a limitation of the current foundational premises/axioms is the absence of a clearly articulated specification of the mechanisms of (often massive-scale) coordination and cooperation involved in the cocreation of value through markets and, more broadly, in society. This is especially important because markets are even more about cooperation than about the competition that is more frequently discussed. To alleviate this limitation and facilitate a better understanding of cooperation (and coordination), an eleventh foundational premise (fifth axiom) is introduced, focusing on the role of institutions and institutional arrangements in systems of value cocreation: service ecosystems. Literature on institutions across multiple social disciplines, including marketing, is briefly reviewed and offered as further support for this fifth axiom.

Institutions and axioms: an extension and update of service-dominant logic

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are in...

Consumer engagement in online brand communities: a social media perspective

Co-creating value for luxury brands

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

It is increasingly being recognized that brands play a major role in contributing to the value of service businesses (e.g. Berry, 2000; de Chernatony, 2003). However, in their award-winning article about the emerging service-dominant logic, Vargo and Lusch (2004) pay little attention to branding. This article explores the case for integrating branding into the service-dominant logic (S-D logic). We review how diverse perspectives of brands relate to the S-D logic and then examine Rust, Zeithaml and Lemon's (2000) claim that brand equity is a component of the concept of customer equity. Next we review some recent research about brands in relationships and then examine whether there is a missing fundamental premise in the S-D logic about the service brand. Finally we consider the development of stronger underlying theory that integrates the concepts of brand equity, customer equity and network equity into the S-D logic.

The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?

Purpose – The purpose of this paper is to examine the category‐level differences of both risk perception and brand loyalty effects on consumer proneness towards buying private label brands (PLBs).Design/methodology/approach – This paper extends the work of Batra and Sinha by also examining the PLB effects of brand loyalty and price‐quality by product category using a mall‐intercept survey.Findings – The results indicate that quality variability, price consciousness, price‐quality association and brand loyalty influence consumer proneness to buy PLBs. In addition, income, education and household size are moderators of PLB purchasing.Research limitations/implications – This research confirms the importance of price consciousness and quality variability on PLB purchasing. The importance of these determinants depends on both the product category and the PLB market share within the category.Practical implications – Retailers and manufacturers need to consider the effects of PLB in relation to the product categ...

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Consumer-factors Moderating Private Label Brand Success: Further Empirical Results

In the last two decades the term ‘equity’ has been used in marketing to describe the asset value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the term and how they relate together. We also explore issues involved in developing a more general theory of marketplaceequity that integrates branding and relationship thinking with financial thinking. What would be the basis for such a theory? How do existing concepts about brands and relationships relate to a more general theory of marketplace equity and value?

Mark S. Glynn

Papers

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?

Consumer-factors Moderating Private Label Brand Success: Further Empirical Results

Towards a Theory of Marketplace Equity Integrating Branding and Relationship Thinking with Financial Thinking

Primer in B2B brand-building strategies with a reader practicum