Dorongan Internal dan Eksternal pada Keterlibatan Konsumen dalam Komunitas Merek

Pemasaran melalui komunitas memberi banyak peluang pada merek untuk mendapat masukan dan umpan balik. Penelitian sebelumnya telah mengungkapan bahwa keterlibatan konsumen dalam komunitas merek akan menuntun mereka pada loyalitas merek. Keterlibatan konsumen dalam komunitas ini didorong dari adanya rasa berkomunitas yang tinggi dan juga terdapat norma dalam komunitas yang mengikat para anggota komunitas. Penelitian ini akan mencoba melakukan pengujian yang lebih jauh mengenai dorongan dari mana yang memiliki pengaruh yang lebih besar pada keterlibatan konsumen dalam komunitas. Apakah dorongan dari dalam diri anggota komunitas atau dorongan dari norma yang melekat dalam komunitas tersebut. penelitian ini menggunakan komunitas penggemar K-POP di surakarta sebagai objek penelitian. Pengujian hipotesis menggunakan analisa SEM. hasil pengujian statistik menunjukkan bahwa loyalitas konsumen meningkat akibat adanya dorongan dari dalam diri anggota komunitas yang terlibat dalam komunitas

Research on the Impact of Customer-to-customer Interaction on Willingness to Purchase New Products in Virtual Brand Communities: The Mediating Role of Brand Emotional Value Experience

From the perspective of customer perceived value theory, this paper uses questionnaires to take 457 data from online platforms such as Instagram and Facebook as valid samples, and discusses the mediating effect of brand emotional value experience on the relationship between customer-to-customer interaction and customers’ willingness to purchase new products and the moderating effect of community trust on this relationship. The results show that: (1) customer-to-customer has an obvious positive impact on their willingness to purchase new products; (2) brand emotional value experience plays a significant part in mediating the customer-to-customer interaction and their willingness to purchase new products; (3) community trust positively moderates the positive impact of customer-to-customer interaction on brand emotional value experience, thus influencing customers’ willingness to purchase new products. Therefore, the research results help to enrich the research achievements of virtual brand communities, clear the effectiveness of customer-to-customer interaction on the customers’ willingness to purchase new products, further open the “black box” in which customer-to-customer interaction affects customers’ willingness to purchase new products, and define the boundary conditions for customer-to-customer interaction to influence customers’ willingness to purchase new products. In fact, the research results also provide important reference for enterprises to effectively manage virtual brand communities and promote positive output of brand communities

Determination of effective investment strategies for the airline sector in the context of sustainable economic development

Bu çalışmanın amacı sürdürülebilir ekonomik kalkınma bağlamında havayolu sektörüne yönelik müşteri memnuniyeti bazlı yatırım stratejilerinin belirlenmesidir. Bu amaca yönelik olarak, havacılık sektöründe müşterilerin taleplerini etkileyen faktörlerin tespit edilmesi amaçlanmıştır. Bu bağlamda, 2019 yılında en iyi 75 havayolu şirketi arasına giren şirketler inceleme kapsamına alınmıştır. Bahsi geçen şirketlere yönelik 2011-2020 yılları arasında Skytrax web sitesinden yapılan yorumlar analiz edilmiştir. İlgili müşteri yorumları metin madenciliği yöntemiyle KNIME platformu üzerinde analiz edilmiştir. Bu kapsamda, en fazla geçen tek, ikili ve üçlü kelime grupları belirlenmiştir. Elde edilen analiz sonuçlarına göre, müşterilerin tüm havayolu şirketlerinden genel beklentileri sunulan hizmetin kaliteli olmasıdır. Koltuk rahatlığı, kabin ekibinin kibar ve yardımsever olması ve yemeklerin lezzetli olması gibi hususlar tüm ülkeler için ön plana çıkmıştır. Belirtilen hususlara ek olarak, müşteriler havayolu şirketlerinden genel olarak meydana gelen rötarlara ilişkin şikayetlerde bulunmaktadır. Dolayısıyla, bu problemi yaşayan havayolu şirketlerinin gerekli tedbirleri almadığı durumda diğerlerine kıyasla önemli ölçüde rekabet avantajı kaybedecekleri ortadadır. Öte yandan, Afrika, Kuzey Amerika ve Güney Amerika’lı müşterilerin uçaklardaki temizliğe daha fazla önem gösterdiği sonucuna ulaşılmıştır. Son olarak, Güney Amerika’lı müşterilerin fiyatların yüksek olmasına yönelik bazı rahatsızlıkları bulunduğu belirlenmiştir. Bu bilgiler göz önünde bulundurularak, özellikle bu kıtaya hizmet veren havayolu şirketlerinin düşük fiyat odaklı yatırım stratejisini belirlemeleri yerinde olacaktır. Belirtilen bu öneriler ülkelerin sürdürülebilir kalkınma hedeflerine ulaşabilmelerine yardımcı olacaktır.The aim of this study is to determine customer satisfaction-based investment strategies for the airline industry to achieve sustainable economic development. For this purpose, it is intended to determine the factors affecting the demands of customers in the aviation industry. In this context, the companies that are among the top 75 airline companies in 2019 are included in the review. The comments made on the Skytrax website between the years 2011- 2020 for the aforementioned companies are analyzed. Relevant customer comments are evaluated on the KNIME platform by text mining methodology. In this context, most frequently used single, double and triple word groups are identified. According to the results of the analysis, the general expectations of the customers from all airline companies are the quality of the service provided. Matters such as the comfort of the seats, the polite and helpfulness of the cabin crew and the deliciousness of the food have come to the forefront for all countries. In addition, customers complain of general delays from airlines. Therefore, it is obvious that airline companies experiencing this problem will lose a significant competitive advantage compared to others if they do not take the necessary precautions. On the other hand, it is concluded that customers from Africa, North America and South America attach more importance to the cleanliness of their aircraft. Finally, it is determined that South American customers had some discomfort with the high prices. Considering this information, it would be appropriate for airline companies serving this continent to determine their investment strategy focused on low prices. These recommendations will help countries achieve their sustainable development goals

Customer loyalty and administrative management of e-commerce in the telecommunications sector in Latin America

Business management plays a crucial role in brand positioning using the digitization of processes and strategies to attract customers, especially during the Covid-19 pandemic. The objective of this study is to identify the actions implemented by the administrative management of international corporations regarding investing in e-commerce and enhancing consumer loyalty. The sample comprised leading telecommunication companies, such as O Globo, Claro, and Tigo, according to the Katnar Ranking. A qualitative non-experimental design methodology was applied based on the documentary analysis of the annual reports. As a result of the investigation, it was found that 54% of the investments in business management maintained a customer attraction approach through electronic commerce strategies based on the organizational communication policy. In addition, 57% of the investment is allocated to the design of marketing plans through official websites. 54% of the incentive scale focuses on special offers on commemorative dates. On the other hand, 61% represent the importance of recognition of the digital shopping experience. Finally, 47% of the investment is focused on strengthening the processes that guarantee compliance with the duty of suitability. In conclusion, the business strategies proposed to promote electronic commerce and consumer loyalty have managed to promote digital transformation in the long term because administrative management focused on customer satisfaction and acquisition, which is essential to achieve business success in the digital age

Identifying reputation collectors in community question answering (CQA) sites: Exploring the dark side of social media

YesThis research aims to identify users who are posting as well as encouraging others to post low-quality and duplicate contents on community question answering sites. The good guys called Caretakers and the bad guys called Reputation Collectors are characterised by their behaviour, answering pattern and reputation points. The proposed system is developed and analysed over publicly available Stack Exchange data dump. A graph based methodology is employed to derive the characteristic of Reputation Collectors and Caretakers. Results reveal that Reputation Collectors are primary sources of low-quality answers as well as answers to duplicate questions posted on the site. The Caretakers answer limited questions of challenging nature and fetches maximum reputation against those questions whereas Reputation Collectors answers have so many low-quality and duplicate questions to gain the reputation point. We have developed algorithms to identify the Caretakers and Reputation Collectors of the site. Our analysis finds that 1.05% of Reputation Collectors post 18.88% of low quality answers. This study extends previous research by identifying the Reputation Collectors and 2 how they collect their reputation points

Expanding theory of tourists' destination loyalty: The role of sensory impressions

What shapes tourist's attitudes towards destinations most, abstract destination image or concrete sensory impressions? This exploratory research investigates the unique role played by sensory impressions in understanding destination loyalty through a multi-level validation process utilizing three progressive studies. Study 1, based on online reviews found that positive sensory impressions have a positive effect on loyalty while negative sensory impressions have a negative effect. A field study then revealed that sensory impressions can be distinguished from destination image and provides incremental explanatory power on loyalty. Through a survey of actual tourists, Study 3 verified the robustness of the conclusions of the first two studies and provides evidence that sensory impressions are related to other outcome concepts (perceived quality, value and satisfaction). This research illustrates the mechanisms behind the influence of this emerging construct on destination loyalty, and more importantly, verifies its importance and necessity through a more rigorous multi-level validation

The Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty

Objective: Companies are realizing the potential of the online brand community to increase consumer relationships. Online Brand community keeps customers using the company's products through all community activities. This study investigates the effect of the activity in the online brand community on value co-creation practices to create brand trust and brand loyalty. Design/Methods/Approach: An online survey was conducted by distributing a questionnaire among 319 members of an online brand community. The collected data was analyzed using Structural Equation Modeling (PLS-SEM). Findings: Online brand communities influence value co-creation practices (social networking, community engagement, impression management, and brand use). In this study, social networking and impression management influence brand trust and brand loyalty. However, community engagement and brand use do not affect brand trust. The role of brand trust affects the creation of brand loyalty in online brand community members. Originality/Value: This study examines the effect of value co-creation practices in online brand communities on brand trust and brand loyalty in brand communities found in one country with a high collectivity level. Not all community value co-creation activities have the effect of creating brand trust due to conditions within the community. Practical/Policy implication: The practical implication is to guide marketers to pay attention to some value co-creation activities in online brand communities that can create brand trust in brand communities with a high culture of collectivity. Companies understand the dynamics of online brand communities and relevant strategies in high collectivity cultures, as well as leveraging the potential of social networks while overcoming the challenges posed by the abundance of information on the internet

The Effects of using Artificial Intelligence Facilities in Building Harmonious Communities in Property Management in Hong Kong and China

This research attempts to explore the effects of using Artificial Intelligence (AI) facilities to build harmonious communities in residential estates in Hong Kong and mainland China. Three studies have been conducted with positive findings. Study 1 collects primary data from ten (10) senior property management professionals from top tier land developers in Hong Kong, to identify the effects of using AI facilities that outperforms traditional human-led property management services in terms of service efficiency. The finding is positive and the theory of “Building Harmonious Communities with AI Facilities in Property Management in Hong Kong” is established in Study 1. Study 2 and Study 3 aims to testify the hypotheses that AI facilities help building harmonious communities via five (5) independent variables paired with five (5) selected mediating variables including “Service Quality” with “Service Efficiency”, “Social Chat Group” with “Happiness”, “On-line booking platform” with “Service Fairness”, “Access Control System” with “Conflict” and “Chatbot Solution” with “Complaint”. These matched pairs of variables help predicting the building of harmonious communities within the estate. Study 2 was conducted in Hong Kong and Study 3 in mainland China, so as to explore the extent to which my findings are consistent across different regions in China. Some contributions are noted that AI facilities (i) are of higher efficiency that outperforms traditional human-led services in property management; (ii) achieve cost saving; and (iii) help building harmonious communities with matched pairs of variables. Limitations of the research include time constraint to obtain larger sample for analysis and government stringent policies on quarantine for travellers due to COVID-19 pandemic

An empirical investigation into the behavioural aspects of OBC participation

This thesis was submitted for the award of Doctor of Philosophy and was awarded by Brunel University LondonAdvancements in information technology have shaped the way customers and organisations interact with one another. Online brand communities (OBCs), especially have found their way into 21st century relationship marketing. While research embraces these OBCs for their cost-efficiency and ability for quicker and more intimate interactions, it has not thoroughly examined the procedure through which participation in such OBCs affects the major constructs of relationship marketing. Drawing from the commitment-trust theory and its central concepts of brand trust and brand commitment, this thesis utilizes this theory in a brand community and in an online context. Using probability sampling and a self-administered questionnaire, this study employs a deductive logic to investigate if higher levels of commitment and identification with an OBC translate to increased attachment, identification, trust and commitment toward the brand that the OBC supports. Furthermore, it demonstrates that this OBC-generated commitment is significant to brand managers since it enhances brand equity in terms of positive Word-Of-Mouth, customers’ propensity to pay a price premium and oppositional brand loyalty. Similarly, this thesis underlines the importance of understanding the process through which an OBC member gradually develops strong emotional ties with the OBC, as a result of continuous interaction with other OBC members