Impact of Customer’s Impulsivity and Marketing Cues to Purchase Decision of Beverage Product Category

The research was conducted to explore consumer impulsivity and impulsive buying toward beverages product. In addition, in subsequent analysis, it also applies Consumer Decision Journey into impulsive buying behavior on beverage products. The analysis explains which marketing cues acts as most influential factors in such purchase behavior. Questionnaire was designed based on valid scale borrowed from previous research. A total of 105 respondents participated in this research. Questionnaire was distributed directly and by electronic mail. Based on the analysis, consumer only exercises impulsive buying on green tea and ready to drink tea category. Past experience and WOM are the most influencing factors in each step of the customer decision journey. Implications of this research are useful for FMCG marketers in improving marketing cues

The Customer Experience Framework as Baseline for Strategy and Implementation in Services Marketing

AbstractResearchers in service marketing have recently considered customer satisfaction from the viewpoint of what and how they experienced the service encounter resulting in the concept of customer experience management. Whilst several works have been developed in this area, there is still much that can be done to provide a comprehensive guide for marketers in understanding the service encounter from the point of view of customers. Building on the work of Verhoef et al's article in the Journal of Retailing (2009) and other works in the field, we propose a new customer experience framework (CEF) that focuses more centrally on the journey of the customer in experiencing the service. Our framework consists of five interacting layers: (1) Customer values, needs and wants; (2) Experiential Marketing Strategy; (3) Customer Experience Stages; (4) Accumulated Customer Experience (5) Customer Behavior Change. This differs from Verhoef et al's framework, which primarily focuses on looking at designing the optimal consumer experience from the viewpoint of the provider. We propose that the CEF will be useful both as a tool for experience creation and to analyze consumer experiences post-encounter