This study aims to analyze the digitalization of Musamus University's educational services marketing program. This study used an analysis model by Miles and Huberman consisting of data reduction, ...data presentation and taking conclusion. The approach used in this study is a qualitative approach. The subject of the study is the primary school teacher education department of Musamus University. Data collection techniques use interview techniques, document studies and literature reviews. The results of this study show that by digitalization the marketing program of the Department of Primary Teacher and Education of Musamus University has shown that the Department innovates to advance the department. Therefore, the digitalization of Musamus University's educational services marketing program help the department to improve the quality and good reputation to the society because the department not only use the manual strategy but also use the innovative strategy by using the digitalization. Eventhough in this research did not measure the effectiveness of this digitalization.
We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be ...in-person events such as conferences, which involve personal contacts with clients, or digital, such as webinars (i.e., digital events) or posting firm-generated content on branded websites (i.e., digital content). Fitting random-effects negative binomial regression models with four years of panel data from a large, international, consulting service provider, we show that the number of sales leads and won opportunities from its key accounts are positively affected by the frequency of an account's employees attending digital events and consuming digital content, but not in-person events. Moreover, we find that CM affects sales leads for both low- and high-level account employees. These findings suggest that CM can be effective in bringing sales leads and won opportunities to B2B professional service providers and can play a complementary role to the existing sales force.
•B2B content marketing for professional service providers is discussed.•Engagement with content marketing activities positively affects lead generation.•Only engagements with digital events or digital content have positive effects.•Job titles of employees who engage with digital events moderate the main effect.
The growth of artificial intelligence (AI) and its applications in business has proliferated in recent years. Businesses have started adopting various technology practices relevant to automation and ...AI, and research investigating this phenomenon is becoming increasingly important. Taking this as a cue, the present research investigates the effect of human‐to‐machine interaction and human‐to‐human interaction towards cognitive absorption and its subsequent effect on trust, experience, and continuation intention in the context of services. The study built a 3 × 3 factorial design with automated chatbots (machine interaction) and service executives (human interaction) used as a stimulus in the experiment. Data collected from 410 respondents were analyzed using structural equation modeling to test the proposed hypotheses. The findings indicated that human‐to‐machine interaction influences cognitive absorption more positively compared to human‐to‐human interactions. The study results also provide evidence for the role of the trust, experience, and technology continuation intention in a technology background rooted in human‐machine interactions. The present study adds a valuable contribution to the existing literature relevant to human‐to‐machine interaction, cognitive absorption, trust, experience, and continuation intention. The study also provides valuable inputs to technology and marketing managers.
Relationship marketing Gummerus, Johanna; von Koskull, Catharina; Kowalkowski, Christian
The Journal of services marketing,
2017, Letnik:
31, Številka:
1
Journal Article
Recenzirano
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Purpose: In a time when relationships have become recognized as an integral part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The ...aim with this special issue is to critically assess the state of relationship marketing and call for new ideas to take the field forward.
Design/methodology/approach: We had an open call for papers with an original perspective and advanced thinking on relationship marketing, resulting in 50 originally submitted manuscripts that were subjected to double-blind review. Of these, this issue presents five articles. In addition, we invited well-renowned thought leaders who have contributed to theory development within relationship marketing. This issue starts with their four thoughtful, forward-orientated contributions.
Findings: Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the future of this area. A prominent way forward may be looking for a common ground in relationship marketing thinking, assessing the extent to which the different literature streams add to marketing research and when they do not, and testing/deploying the learnings in new settings.
Research limitations/implications: This special issue does not address all areas of relationship marketing research. Potential areas for future relationship marketing research are identified.
Originality/value: To assess existent knowledge of relationship marketing is needed to take the field forward.
This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting ...from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences—customer, firm, and societal—of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.
Purpose
This paper aims to develop a theoretical model to understand co-creation/co-destruction of value through customer engagement in online channels. It also investigates the contributing factors.
...Design/methodology/approach
The qualitative approach uses the critical incidents technique to answer the research questions. The authors identify 350 critical incidents in which customers expressed online customer engagement-induced value co-creation or co-destruction experiences. The factors and resulting propositions are identified through data analysis. Data coding and analysis are facilitated by using MAXQDA 12.
Findings
Co-creation through positively valenced engagement behaviors may occur when customers are delighted, feel valued, experience reciprocity, receive organizational incentives, are solicited for feedback, can count on service recovery efforts and interact with helpful, empathetic, polite and responsive employees. Co-destruction through negatively valenced engagement behaviors emerges from rude employee behaviors, indifference, confrontation with company representatives, technological failure, the lack of complaint outlets and customers’ desire for revenge.
Practical implications
Selecting and training employees to be helpful, polite, responsive and empathetic toward online visitors can trigger co-creation. Communication between firms and customers should boost customer approval and delight. Organizations can offer incentives, reliable service delivery and a recovery design to stimulate visitor participation. Soliciting feedback requires sound technological support and direct communication links with visitors.
Originality/value
This study presents the conditions and framework contributing to the duality of customer engagement-induced co-creation and co-destruction values in online channels from the customer, organizational, employee, service design and technological perspectives. It also addresses how value is co-created or co-destructed through examples.
Viewing robots as service agents that provide services to customers for value exchange, the study developed a scale to measure robotic service quality. The scale underwent several stages of ...development including item generation, domain specification, scale refinement, and validity testing, including internal and external cross validation. A range of methods were used in this process. Data were collected from Australia, China, and Vietnam to test external validity. Four dimensions were identified to represent robotic service quality. Development of this scale has implications for artificial intelligence and service research. The scale can be used by practitioners to enhance customer experience and generate positive attitudinal and behavioural responses from customers.
Marketers using social media are struggling with its successful implementation, specifically in engaging their audiences through creation of popular brand content. Yet, creating popular brand content ...can lead to positive financial and brand outcomes. This research examines Fortune 500 companies' brand content strategies that contribute to Facebook content popularity metrics (i.e., number of likes and comments) for service versus goods offerings. Building on psychological motivation theory and the noted differences in culture and capabilities between goods and service firms, the article analyzes the key differences in service and goods brand content strategies in terms of branding, message appeals, and vividness. The findings from a multivariate multilevel Poisson model show that the use of corporate brand names is more popular for service messages whereas the use of product brand names, images, and videos is more popular for goods messages. Furthermore, service messages generate a higher number of comments than goods messages.
Purpose
In a time when relationships have been recognized as an integral part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The aim ...with this special issue is to critically assess the state of relationship marketing and call for new ideas to take the field forward.
Design/methodology/approach
The editors had an open call for papers with an original perspective and advanced thinking on relationship marketing, resulting in 50 originally submitted manuscripts that were subjected to double-blind review. Of these, this issue presents five articles. In addition, the editors invited well-renowned thought leaders who have contributed to theory development within relationship marketing. This issue starts with their four thoughtful, forward-orientated contributions.
Findings
Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the future of this area. A prominent way forward may be looking for a common ground in relationship marketing thinking, assessing the extent to which the different literature streams add to marketing research and when they do not and testing/deploying the learnings in new settings.
Research limitations/implications
The special issue does not address all areas of relationship marketing research. Potential areas for future relationship marketing research are identified.
Originality/value
To assess existent knowledge of relationship marketing is needed to take the field forward.
The servitization of manufacturing Lightfoot, Howard; Baines, Tim; Smart, Palie
International journal of operations & production management,
01/2013, Letnik:
33, Številka:
11/12
Journal Article
Recenzirano
Odprti dostop
Purpose - The servitization of manufacturing is a diverse and complex field of research interest. The purpose of this paper is to provide an integrative and organising lens for viewing the various ...contributions to knowledge production from those research communities addressing servitization. To achieve this, the paper aims to set out to address two principal questions, namely where are the knowledge stocks and flows amongst the research communities? And what are generic research concerns being addressed by these communities? Design/methodology/approach - Using an evidenced-based approach, the authors have performed a systematic review of the research literature associated with the servitization of manufacturing. This investigation incorporates a descriptive and thematic analysis of 148 academic and scholarly papers from 103 different lead authors in 68 international peer-reviewed journals. Findings - The work proposes support for the existence of distinct researcher communities, namely services marketing, service management, operations management, product-service systems and service science management and engineering, which are contributing to knowledge production in the servitization of manufacturing. Knowledge stocks within all communities associated with research in the servitization of manufacturing have dramatically increased since the mid-1990s. The trends clearly reveal that the operations community is in receipt of the majority of citations relating to the servitization of manufacturing. In terms of knowledge flows, it is apparent that the more mature communities are drawing on more locally produced knowledge stocks, whereas the emergent communities are drawing on a knowledge base more evenly distributed across all the communities. The results are indicative of varying degrees of interdependency amongst the communities. The generic research concerns being addressed within the communities are associated with the concepts of product-service differentiation, competitive strategy, customer value, customer relationships and product-service configuration. Originality/value - This research has further developed and articulated the identities of distinct researcher communities actively contributing to knowledge production in the servitization of manufacturing, and to what extent they are pursuing common research agendas. This study provides an improved descriptive and thematic awareness of the resulting body of knowledge, allowing the field of servitization to progress in a more informed and multidisciplinary fashion.
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