Optimal Pricing Strategy for Multichannel Healthcare Services

As a combination of online and offline channel services, multichannel healthcare services currently play important roles in helping consumers solve their health problems. In this study, we establish a stylized model to investigate how healthcare service providers should price in multi-channels and when consumers should choose online service, taking misdiagnosis rate and the severity of disease problems into account. Our results show that the prices of the online channel and offline channel can increase when the misdiagnosis rate is low and minor problem inspection rate online is high. Moreover, when the diagnosis rate is high, the profit of online channel would increase, and then improve the profit of multichannel services. These findings provide insights for the theoretical research of online healthcare services and practice management on pricing strategies in multichannel healthcare services

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

In an omnichannel era, businesses and marketers need insights into the dynamics of customer shopping behaviors, particularly the interplay between omnichannel, showrooming, and webrooming behaviors. This study investigates the evolution and trends of the research and channel shopping behaviors (RCSB) domain, spanning from 1998 to 2022, including the Covid-19 era. The study performed a bibliometric review of 500 papers in the Scopus database. The performance analysis reveals an annual growth rate of nearly 16%, with average citations per document of 44, indicating sustained and growing research interest. Science mapping revealed five distinct cluster themes, including showrooming and webrooming in multi- and omni-channel contexts; consumer behavior in online retail and shopping; customer satisfaction and trust in multi-channel retailing; mobile commerce in a multi-channel environment; and the interplay between online shopping, channel choice, and supply chain management. Furthermore, topics, such as showrooming, e-commerce, retailing, and omnichannel retailing, remain popular before and during the pandemic, as seen in the thematic evolution. Our examination of the thematic maps revealed various topics that gained significance during the pandemic, such as multichannel, channel choice, customer experience, social commerce, purchase behavior, and covid-19. Among these, the thematic maps indicate that customer experience, channel choice, multichannel, and covid-19 are emerging and basic topics. These topics can steer research directions in the RCSB domain toward examining customer experiences using digital innovations, e-commerce (including mobile and social commerce), and omnichannel strategy and management

Retailers and deprivation: an exploratory study

Relationships between retailing and socio-economic deprivation have attracted academic and policy interest, notably focusing on health and diet (including 'food deserts') and retail-led regeneration. Recently, particularly after the economic downturn, declining high streets have been a concern. Yet as shop vacancies rose, especially in poorer neighbourhoods, expansion of certain trades perceived by some as anti-social became a concern: notably high-interest lenders and bookmakers operating high stakes gambling machines. Some suggest predatory motives and exploitation of the disadvantaged here, but with little evidence. This paper analyses locations of 'problematic' trades together with other businesses to establish the extent to which concentrations in deprived areas (defined by the English Index of Multiple Deprivation) exist. Several 'problematic' trades do appear concentrated in deprived areas, but so equally do conventional value retailers and poundshops. Areas for future research to clarify relationships are identified, but ultimately motive cannot be inferred from such analysis

Stakeholder relationship marketing in nonprofit organizations: towards omnichannel strategies

Programa Oficial de Doutoramento en Análise Económica e Estratexia Empresarial. 5033V01[Abstract] This doctoral thesis analyzes the antecedents and consequences of the adoption of multichannel (those combining offline and online channels) and omnichannel behaviors (entailing seamless marketing integration across multiple channels) on the side of nonprofit organizations and their stakeholders. The thesis is divided into 5 parts or chapters. Chapter 1 reviews four streams of theoretical literature in order to develop the conceptual foundations of the study: 1) the nonprofit sector and its organizations; 2) stakeholder relationship marketing in a nonprofit context; 3) volunteers as stakeholders unique to nonprofit organizations; and 4) multichannel and omnichannel strategies. Chapter 2 details the methodology of the doctoral thesis. Chapter 3 maps the field of nonprofit-stakeholder relationship marketing, resulting from a systematic literature review and bibliometric analysis. Prevalent themes within the existing literature have been identified, and new research lines to complete a future agenda on stakeholder relationship marketing are proposed. Chapter 4 adopts the perspective of one of the most relevant stakeholder groups of nonprofits and analyzes the antecedents that influence on the adoption of an omnichannel behavior by volunteers. Finally, chapter 5 explores which multichannel strategies implemented by nonprofits increase loyalty of episodic volunteers. Conclusions, implications and limitations close the study.[Resumen] Esta tesis doctoral analiza los antecedentes y consecuencias de la adopción de la multicanalidad (combinación de canales offline y online) y comportamientos omnicanal (integración del marketing a través de múltiples canales) por parte de las organizaciones no lucrativas y sus grupos de interés. La tesis se divide en 5 partes o capítulos. El capítulo 1 revisa cuatro corrientes de la literatura para desarrollar los fundamentos conceptuales del estudio. El capítulo 2 detalla la metodología de la tesis doctoral. El capítulo 3 mapea el campo del marketing relacional entre las organizaciones no lucrativas y sus grupos de interés, como resultado de una revisión sistemática de literatura y un análisis bibliométrico. Se han identificado temas frecuentes dentro de la literatura existente, y se proponen nuevas líneas de investigación para completar una agenda futura sobre marketing relacional con los grupos de interés. El capítulo 4 adopta la perspectiva de uno de los grupos de interés más relevantes y analiza los antecedentes que influyen en la adopción de un comportamiento omnicanal por parte de los voluntarios. Finalmente, el capítulo 5 explora qué estrategias multicanal implementadas por las organizaciones no lucrativas aumentan la lealtad de los voluntarios episódicos. Conclusiones, implicaciones y limitaciones cierran el estudio[Resumo] Esta tese de doutoramento analiza os antecedentes e as consecuencias da adopción de comportamentos multicanle (combinación de canles offline e online) e comportamentos omnicanle (integración do márketing a través de múltiples canles) por organizacións non lucrativas e os seus grupos de interese. A tese divídese en 5 partes ou capítulos. O capítulo 1 revisa catro correntes da literatura para desenvolver os fundamentos conceptuais do estudo. O capítulo 2 detalla a metodoloxía da tese de doutoramento. O capítulo 3 mapea o campo do márketing de relacións entre as organizacións non lucrativas e os seus grupos de interese, como resultado dunha revisión sistemática da literatura e análise bibliométrica. Identificáronse temas frecuentes dentro da literatura existente e propóñense novas liñas de investigación para completar unha axenda futura sobre o márketing de relacións cos grupos de interese. O capítulo 4 toma a perspectiva dun dos grupos máis relevantes e analiza os antecedentes que inflúen na adopción do comportamento omnicanle por parte dos voluntarios. Finalmente, o capítulo 5 explora que estratexias multicanle implementadas polas organizacións non lucrativas aumentan a lealdade dos voluntarios episódicos. Conclusións, implicacións e limitacións pechan o estudo

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Understanding what drives consumers’ electronic word-of-mouth behavior in a multichannel, multimedia and multiscreen environment

JEL Classification: M31, M39O objectivo da presente dissertação consiste em investigar a intenção dos consumidores em escolher canais electrónicos quando decidem partilhar informação (boca-a-boca) com outras pessoas, num ambiente de múltiplos canais e dispositivos. O estudo explora as motivações dos consumidores aquando pretendem transmitir informação, com o objctivo de perceber o que os leva a (1) envolver-se neste tipo de comunicação, especificamente na indústria das companhias aéreas, e (2) associar essas motivações à intençao de uso de vários canais electrónicos para a partilha da informação. Foi realizado um questionário online, determinando uma amostra de 103 adultos portugueses, de forma a analisar quantitativamente as hipóteses propostas, através de análises estatísticas para factores e associações lineares entre as variáveis. Os resultados sugerem que as motivações dos consumidores para a partilha de informação influenciam positivamente a escolha de múltiplos canais electrónicos para a sua transmissão, sendo que a preocupação pelos outros, ajudar a empresa, e expressar maus sentimentos consistem nas principais motivações. Foi ainda verificado que o conhecimento prévio sobre um canal influencia positivamente a sua posterior utilização. A dissertação ainda oferece sugestões para as empresas desenvolverem estratégias sobre a utilização de canais electrónicos no contexto da intenção dos consumidores em partilhar informação sobre a empresa. Desta forma, o estudo prevê um avanço no conhecimento na área de gestão de múltiplos canais electrónicos, através da investigação das motivações que levam os consumidores a escolher certos canais na transmissão de informação.he purpose of the current dissertation is to investigate the intention of consumers to channel usage when engaging in electronic word-of-mouth (eWOM) communications, in a context of multichannel, multimedia and multiscreen environment. The study explores consumer’s motivations for eWOM in order to understand what takes consumers (1) to engage in this type of communication, specifically in the airline services industry, and (2) associate these motivations to channel usage intention and consequent multichannel behavior. A questionnaire was conducted, with a sample of 103 Portuguese adults, in order to perform a quantitative statistical analysis with factor analysis and linear regression between the variables. Findings suggest that eWOM motivations influences multichannel behavior, being concern for others, helping the company, and venting negative feelings the principal motivations for a multichannel behavior. Additionally, obtained findings suggest that perceived channel knowledge has a positive important in explaining consumer’s choice of online channels. The research offers suggestions to develop multichannel strategies in a context of eWOM intentions as this study advances knowledge in the multichannel management field by investigating why and how consumers choose channels for transmitting eWOM

Exploring the UK high street retail experience: is the service encounter still valued?

Purpose: The relationship between service quality, the service encounter and the retail experience is explored within a changing UK retail environment. Design: Data was gathered from forty customers and twenty staff of an established UK health and beauty retailer with a long standing reputation for personal customer service. A qualitative analysis was applied using both a service quality and a customer value template. Findings: Customers focused more on the utilitarian features of the service experience and less on ‘extraordinary’ aspects, but service staff still perceived that the customer encounter remained a key requisite for successful service delivery. Research implications: Recent environmental developments - involving customers, markets and retail platform structures - are challenging traditional service expectations. Practical Implications: Retailers may need to reassess the role of the service encounter as part of their on-going value proposition. Originality/value: There has been limited research to date on the perception of shoppers to the service encounter in a changing retail environment and to the evolving notions of effort and convenience

Best practices for deploying digital games for personal empowerment and social inclusion

Digital games are being increasingly used in initiatives to promote personal empowerment and social inclusion (PESI) of disadvantaged groups through learning and participation. There is a lack of knowledge regarding best practices, however. The literature on game-based learning insufficiently addresses the process and context of game-based practice and the diversity of contexts and intermediaries involved in PESI work. This paper takes an important step in addressing this knowledge gap using literature review, case studies, and expert consultation. Based on our findings, we formulate a set of best practices for different stakeholders who wish to set up a project using digital games for PESI. The seven cases in point are projects that represent various application domains of empowerment and inclusion. Case studies were conducted using documentation and interviews, covering background and business case, game format/technology, user groups, usage context, and impact assessment. They provide insight into each case’s strengths and weaknesses, allowing a meta-analysis of the important features and challenges of using digital games for PESI. This analysis was extended and validated through discussion at two expert workshops. Our study shows that a substantial challenge lies in selecting or designing a digital game that strikes a balance between enjoyment, learning and usability for the given use context. The particular needs of the target group and those that help implement the digital game require a highly specific approach. Projects benefit from letting both intermediaries and target groups contribute to the game design and use context. Furthermore, there is a need for multi-dimensional support to facilitate the use and development of game-based practice. Integrating game use in the operation of formal and informal intermediary support organiszations increases the chances at reaching, teaching and empowering those at risk of exclusion. The teachers, caregivers and counsellors involved in the implementation of a game-based approach, in turn can be helped through documentation and training, in combination with structural support

Explaining and predicting the single channel versus multi-channel consumer: the case of an embarrassing product

The fundamental purpose of this thesis was to determine how effective is the theory of planned behaviour (TPB) to predict and explain shopping for embarrassing products in single and multi-channel. This is important because multi-channel consumers buy more, the question is why (Neslin, Grewal et al. 2006). The question was answered by comparing consumer behaviour in three different channels: drugstore, internet and multi-channel. The Theory of Planned Behaviour (TPB) has been successful to predict intentions for a wide variety of products and behaviours. However, little is known about how effective it is when the behaviour under study is influenced by the emotion of embarrassment. Similarly, the TPB is parsimonious and has a good predictive power; nevertheless, this thesis identified that the TPB could be more effective if it considered: (1) the role of positive and negative emotions (2) other determinants of choice like personality and demographics (3) variables that are useful to make marketing decisions like the synergistic effect of brands, retailers and channels (4) variables that explain consumer response like approach and avoidance. To provide a comprehensive theoretical framework that is able to understand single and multi-channel, this thesis integrated the TPB within the Stimulus-Organism-Response (S-O-R) framework. To evaluate the proposed model, the study used a context and target product that resonated with the theory: the purchase of Regaine (a hair loss product that is embarrassing to buy) in Boots (a well-known UK. multi-channel drugstore). The embarrassing nature of Regaine created differences in the importance that variables play in each channel. The results were analysed using partial least squares structural equation modelling (PLS-SEM) and the three shopping environments were compared using multi-group analysis (MGA). The effectiveness of the TPB was improved. The variance explained (R² to intention) was 73 percent for the drugstore, 67 percent for the internet and 54 percent for multi-channel. However, subjective norm (SN) was the only factor that achieved significance for the three shopping environments. Personality and demographic factors had a low but significant moderating effect on intention. This thesis built on a series of contributions in different areas, such as the TPB, attitudes, subjective norm, perceived behavioural control, embarrassing products, multi-channel, marketing, emotions, personality and demographics. Future research should expand this thesis to other embarrassing products, industries and social media settings

Does social exclusion influence multiple channel use? The interconnections with community, happiness, and well-being

This paper examines how social exclusion affects consumer use of multiple shopping channels (traditional stores, online by computer and mobile retailing by cell phone) and how these choices affect consumers' happiness and wellbeing. The findings from an online survey (n = 1368) in the United States indicate that socially-excluded people spend more time shopping by all three channels, with the most significant being the cell phone. The latter channel is also more significant for younger respondents and for those who report a mobility/disability issue. Time spent on traditional store shopping and shopping by cell phone both have significant positive effects on happiness and wellbeing. Shopping by cell phone significantly ameliorates the negative effects of social exclusion on happiness and wellbeing for consumers with mobility/disability issues. The paper also includes practical implications for retail marketing managers' and policy makers' communication strategies