4 research outputs found
Electronic Word of Mouth (e-WoM): Is it an Effective Tool for ReVitalizing the Relationship between a Brand and Its Ex-Customers?
The target of this study is to shed light into an unexplored area in the marketing
literature by (1) identifying the factors contributing to the formation of a relationship revitalization effect of e-WoM in an e-commerce context, and (2) exploring the
relationship between re-vitalization effect of e-WoM, current brand loyalty, current
brand satisfaction level and old brand satisfaction level. The sample was chosen among
the ex-customers of 3 e-retailers in Turkey and 150 customers responded to the survey.
Model testing was done through Structural Equation Modeling (SEM) method. Results
of the study indicate that re-vitalization of the relationship between the customer and
his/her old brand through the e-WoM communication is the function of Tie Strength
between the customer and e-WoM message source (sender), the satisfaction level with
the old brand before leaving the brand and the brand loyalty level towards the current
brand purchased. Brands need to employ e-WoM communication before ex-customers
become loyal to their current brand
Strategic Excellence in Post-Digital Ecosystems: A B2C Perspective
The basic production of the digital economy is knowledge. As it becomes more important, traditional factors like labor and capital become less so. As technological innovation changes the nature of employment, the conversion of labor to consumption becomes increasingly difficult. E-commerce is the most important driving force of the digital economy. Using technology and information networks effectively allows brands or companies to effect rapid changes in competitive markets. The emergence of neo-consumers calls for a higher order of information exchange and interaction. Companies must reasses their complete business processes in a holistic way to ensure market prominence in an economy driven by social networks and communication. This book deals with the new concepts determining the future path of the digital economy and aims at providing a new perspective to the field.https://digitalcommons.unl.edu/zeabook/1062/thumbnail.jp
How Does Customer Experience Shape the Attitude Towards and Intention to Brand Switching?
Customer Experience (CeX) and Brand Switching Behavior (BsB) of customers play
an important role in the market performance of brands. The underlying relationship
between these two constructs to shed light into the success factors in the contemporary
consumer markets. This study aimed to (1) explore the relationship between CeX and BsB
behavior including Attitude Toward Switch (AtS) and Intention to Switch (ItS), (2)
understand the effects of CeX on Customer Satisfaction (CuS), Brand Trust (BaT) and
Brand Loyalty (BL), and (3) propose and test a sequential model of these relationships. The
results of the study confirmed that positive CeX which has a statistically significant effect
on CuS, BaT and BL, eventually leads to the decreasing levels of AtS and ItS through the
effect of BL. On the other hand, CuS and BaT are also found to be effective on BL. Finally,
AtS is found to be effective on the ItS
Strategic Excellence in Post-Digital Ecosystems: A B2C Perspective
The basic production of the digital economy is knowledge. As it becomes more important, traditional factors like labor and capital become less so. As technological innovation changes the nature of employment, the conversion of labor to consumption becomes increasingly difficult. E-commerce is the most important driving force of the digital economy. Using technology and information networks effectively allows brands or companies to effect rapid changes in competitive markets. The emergence of neo-consumers calls for a higher order of information exchange and interaction. Companies must reasses their complete business processes in a holistic way to ensure market prominence in an economy driven by social networks and communication. This book deals with the new concepts determining the future path of the digital economy and aims at providing a new perspective to the field.https://digitalcommons.unl.edu/zeabook/1062/thumbnail.jp