5,466 research outputs found
Recommended from our members
Multichannel integration evidence from the States and a review of the field
Members of the Henley Centre for Customer Management requested a report on the status
of multichannel marketing. The focus of the research examines best practice examples from
the United States and a detailed review of the field. The research was conducted over the
summer of 2012 and identified over 240 quality articles for inclusion in the review. Using
systematic review methodology a number of key themes and respective indicators emerged
from the field. Results of the study identified common multichannel platforms, tools that
assist management in determining high-quality multichannel decisions, features of consumer
behaviour, successful investment decision-making processes, channel optimisation and a
review of consumer expectations of a multichannel marketing world
Recommended from our members
Web quality and research update
Previous research for The Henley Centre for Customer Management found that online
experience consisted primarily of thirteen themes and 83 indicators of those themes.
This years’ research has explored the web quality literature. A systematic review of the
field revealed a range of scales that have been used to measure web quality.
One web quality scale has been explored in detail, presented with a methodology for
members to implement this in survey format.
When compared with our findings from last years research the web quality literature only
partly accounts for a customers’ total experience online.
Early Spring 2009 The Henley Scale for Online Experience will be tested using
participating member organizations
Recommended from our members
The commercialisation of social media
This report explores how social media tools are being commercialised by business. It
provides an overview of the relevance of social media to both business to business and
business to consumer operations; lists common channels of social media; places
development of social media into a historical context outlining future predictions; identifies
and answers a range of common problems facing companies looking to commercialise
social media; looks at a taxonomy of opportunities for commercialising social media; and
presents ongoing research findings of the Henley Centre for Customer Management’s study
entitled ‘Commercialising Social Media.
Recommended from our members
The key influences upon a positive online customer experience
Customer experience has been identified as a strategically important component of a
retailer’s performance. Given the steep rise in online sales, this means that understanding
online customer experience (OCE) in terms of what creates good experiences (the influential
factors) and what results (the outcomes) is now crucial.
The results of this study support a definition of online customer experience that views it as
the outcome of an interaction between the customer and an organisation’s website. There
are six potential components of an experience which are: sensorial, emotional, cognitive,
pragmatic, lifestyle and relational. The relevance and importance of each will vary depending
on the purchase context.
Work conducted by researchers within the Henley Centre for Customer Management
identified the factors that influence a positive OCE using a quantitative survey and the
development of an OCE measurement scale.
Six factors were identified and validated as having a positive influence upon the creation of a
positive OCE: Connectedness; Personally Satisfying; In-Control; Simplicity; Aesthetically
Pleasing; and Beneficial. Each of these can be linked to the experiential components
Managerial implications are that e-retailers should move from a focus upon the marketing
mix elements that they can control to the creation of online environments that generate
appropriate experiential responses within the customer
Recommended from our members
An investigation of online customer experience: understanding the drivers and consequences of a positive online customer experience in the e-retailing context
The Henley Centre for Customer Management views the development of our understanding
of online customer behaviour as a strategically important component of a retailer’s
performance. It has previously studied the drivers of online customer experience (OCE). This
report continues this work and develops our understanding of OCE by investigating both the
antecedent (pre-conditions) and consequences of a positive OCE.
The study builds a model of OCE that views it as being composed of two experiential states:
the cognitive (thinking/rational part of the customer) and the emotional (the feelings of the
customer). The model contains a series of 10 antecedent conditions that influence the
cognitive and emotional states. Three outcome variables are linked to OCE. These are the
customer behaviours that result from a positive OCE and include Satisfaction, Trust and Repurchase
Intention. The model is developed from previous HCCM studies and current
thinking in marketing and customer management literature and incorporates 18
hypothesised relationships.
The study uses a quantitative approach and collects data from online customers across the
world but predominantly drawn from the UK and the US. The output includes the
development of an online questionnaire to identify OCE and the validation of both this
research instrument and the OCE model. The OCE model is broadly supported by the data
analysis with 13 of the 18 hypotheses being significant.
Managerial implications are provided to e-retailers that include insights into the role of
control and empowerment for online customers; the growing importance of the ability for\ud
online customers to customise their own web pages; and the importance of contact and
connection with other customers within the online retail community. The relationship
between satisfaction and re-purchase intention and the role of trust to reduce feelings of
vulnerability are also explored
Early-Morning and Late-Night Maximal Runs: Metabolic and Perceived Exertion Outcomes
People may exercise at the ends of their day to fit activity into their schedule; the purpose of this investigation was to determine if metabolic or perceived exertion outcomes differed between maximal runs early in the morning and late at night. After consuming a standardized, glucose drink, thirteen recreationally active individuals completed an early-morning and a late-night run on the treadmill while researchers measured metabolic (aerobic capacity and substrate usage) and perceived exertion outcomes. Point of application #1: Aerobic capacity (maximal consumption of oxygen) and the usage of fat as a fuel to support energy production during exercise were similar between runs. Point of application #2: Maximal perceived exertion (Borg’s 6-20) was similar during early-morning and late-night runs. Point of application #3: While research indicates that people may prefer activity in the morning or evening, and this might impact metabolic responses to the exercise bout, most of our participants (n=8) identified with no preference for exercising in the early-morning or late-night. Key Words: glucose; CHO shake; VO2max; fat oxidation; effor
The moderating effect of brand orientation on inter-firm market orientation and performance
While prior research has shown that market and brand orientation
are key contributors to successful business performance, research to
date has not fully explored how inter firm collaboration for these two
key orientations can enhance business performance. The purpose of
the paper is to investigate the relationship between inter-firm market
and performance; to test for the moderating role of brand orientation
in that relationship. A total of 169 completed pairs of surveys were
collected of small and medium enterprises operating internationally
in a variety of industries in Switzerland. The results show that inter-firm
market and brand orientation are two antecedents of marketing and
financial performance. The impact of inter-firm market on marketing
and financial performance is significant when the brand orientation
is favorable. This study extends previous research by examining the
moderating role of brand orientation on inter firm market orientation,
which is important, especially for firms wanting to increase their brand
reputation by entering into partnerships with other firms. Further
research is indicated, to identify the key moderators of the driving
force of inter-firm market in relation to business performance and
the reason why maintaining a strong brand presence is important in
the international marketplace
Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research
This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. We develop the relating conceptual study through differentiation and integration as a specific conceptual goal. We present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme. In so doing we identify gaps in the brand equity literature, which we hope will serve as beacons for future research and provide valuable theoretical insights on the determinants of brand equity formation and the development of better brand equity measurement tools. We argue that the unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.info:eu-repo/semantics/acceptedVersio
Perceptions of knowledge sharing among small family firm leaders: a structural equation model
Small family firms have many unique relational qualities with implications for how knowledge is passed between individuals. Extant literature posits leadership approach as important in explaining differences in knowledge-sharing climate from one firm to another. This study investigates how leadership approaches interact with family influence to inform perceptions of knowledge sharing. We utilize survey data (n = 110) from owner-managers of knowledge-intensive small family firms in Scotland. Our findings present a choice in leadership intention, contrasting organization-focused participation against family-influenced guidance. Insight is offered on the implications of this leadership choice at both organizational and familial level
Effects of feeding metabolite combinations from Lactobacillus plantarum on plasma and breast meat lipids in broiler chickens.
The effects of feeding different doses of metabolite combination of L. plantarum RS5, RI11, RG14 and RG11 strains (Com3456) on cholesterol reduction in plasma and breast meat in broiler chickens and the possible mechanism was studied. A total of 504 male Ross broilers were grouped into 7 treatments and offered with different diets: (i) standard corn-soybean based diet (-ve control); (ii) standard cornsoybean based diet + neomycin and oxytetracycline (+ve control); (iii) standard corn-soybean based diet + 0.1% metabolite combination of L. plantarum RS5, RI11, RG14 and RG11 strains (Com3456); (iv) standard corn-soybean based diet + 0.2% of Com3456; (v) standard cornsoybean based diet + 0.3% of Com3456 (vi) standard corn-soybean based diet + 0.4% of Com3456 and (vii) standard corn-soybean based diet + 0.5% of Com3456. The metabolite combinations supplemented in the diet of broilers reduced protein, cholesterol esters concentration in very low-density lipoprotein particles. The present of organic acids and proteinaceous compound in the metabolite combinations as found in previous study also increased lactic acid bacteria count in small intestine digesta and improved bile salts deconjugation ability of lactic acid bacteria
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