Related Research Articles
Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers,typically using data analysis to study large amounts of information.
Services marketing is a specialized branch of marketing which emerged as a separate field of study in the early 1980s,following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods.
Emotional labor is the process of managing feelings and expressions to fulfill the emotional requirements of a job. More specifically,workers are expected to regulate their personas during interactions with customers,co-workers,clients,and managers. This includes analysis and decision-making in terms of the expression of emotion,whether actually felt or not,as well as its opposite:the suppression of emotions that are felt but not expressed. This is done so as to produce a certain feeling in the customer or client that will allow the company or organization to succeed.
Consumer behaviour is the study of individuals,groups,or organisations and all the activities associated with the purchase,use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions,attitudes,and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing,but has become an interdisciplinary social science that blends elements from psychology,sociology,social anthropology,anthropology,ethnography,ethnology,marketing,and economics.
Relationship marketing is a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction rather than sales transactions. It differentiates from other forms of marketing in that it recognises the long-term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. With the growth of the Internet and mobile platforms,relationship marketing has continued to evolve as technology opens more collaborative and social communication channels such as tools for managing relationships with customers that go beyond demographics and customer service data collection. Relationship marketing extends to include inbound marketing,a combination of search optimization and strategic content,public relations,social media and application development.
Switching barriers or switching costs are terms used in microeconomics,strategic management,and marketing. They may be defined as the disadvantages or expenses consumers feel they experience,along with the economic and psychological costs of switching from one alternative to another. For example,when telephone service providers also offer Internet access as a package deal they are adding value to their service. A barrier to switching is then formed as swapping internet services providers is a time consuming effort.
The loyalty business model is a business model used in strategic management in which company resources are employed so as to increase the loyalty of customers and other stakeholders in the expectation that corporate objectives will be met or surpassed. A typical example of this type of model is:quality of product or service leads to customer satisfaction,which leads to customer loyalty,which leads to profitability.
In marketing and consumer behaviour,brand loyalty describes a consumer's persistent positive feelings towards a familiar brand and their dedication to purchasing the brand's products and/or services repeatedly regardless of deficiencies,a competitor's actions,or changes in the market environment. It can also be demonstrated with other behaviors such as positive word-of-mouth advocacy. Corporate brand loyalty is where an individual buys products from the same manufacturer repeatedly and without wavering,rather than from other suppliers. Loyalty implies dedication and should not be confused with habit,its less-than-emotional engagement and commitment. Businesses whose financial and ethical values rest in large part on their brand loyalty are said to use the loyalty business model.
Emotional contagion is a form of social contagion that involves the spontaneous spread of emotions and related behaviors. Such emotional convergence can happen from one person to another,or in a larger group. Emotions can be shared across individuals in many ways,both implicitly or explicitly. For instance,conscious reasoning,analysis,and imagination have all been found to contribute to the phenomenon. The behaviour has been found in humans,other primates,dogs,and chickens.
Engagement marketing,sometimes called "experiential marketing","Brand Activation","on-ground marketing","live marketing","participation marketing","Loyalty Marketing",or "special events",is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages,engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs,developing a relationship with the brand.
Group emotion refers to the moods,emotions and dispositional affects of a group of people. It can be seen as either an emotional entity influencing individual members' emotional states or the sum of the individuals' emotional states.
Customer retention refers to the ability of a company or product to retain its customers over some specified period. High customer retention means customers of the product or business tend to return to,continue to buy or in some other way not defect to another product or business,or to non-use entirely. Selling organizations generally attempt to reduce customer defections. Customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship and successful retention efforts take this entire lifecycle into account. A company's ability to attract and retain new customers is related not only to its product or services,but also to the way it services its existing customers,the value the customers actually perceive as a result of utilizing the solutions,and the reputation it creates within and across the marketplace.
Customer experience,sometimes abbreviated to CX, is the totality of cognitive,affective,sensory,and behavioral customer responses during all stages of the consumption process including pre-purchase,consumption,and post-purchase stages.
The service blueprint is an applied process chart which shows the service delivery process from the customer's perspective. The service blueprint is one of the most widely used tools to manage service operations,service design and service.
A service guarantee is a marketing tool service firms have increasingly been using to reduce consumer risk perceptions,signal quality,differentiate a service offering,and to institutionalize and professionalize their internal management of customer complaint and service recovery. By delivering service guarantees,companies entitle customers with one or more forms of compensation,namely easy-to-claim replacement,refund or credit,under the circumstances of service delivery failure. Conditions are often put on these compensations;however,some companies provide them unconditionally.
The Journal of Service Research is a quarterly peer-reviewed academic journal that covers the field of business studies. The current editor-in-chief is Ming-Hui Huang. The journal was established by Roland Rust in 1998 and is published by SAGE Publications. The Journal of Service Research is sponsored by the Center for Excellence in Service at the University of Maryland's Robert H. Smith School of Business.
Fan loyalty is the loyalty felt and expressed by a fan towards the object of his/her fanaticism. Fan Loyalty is often used in the context of sports and the support of a specific team or institution. Fan loyalties can range from a passive support to radical allegiance and expressions of loyalty can take shape in many forms and be displayed across varying platforms. Fan loyalty can be threatened by team actions. The loyalties of sports fans in particular have been studied by psychologists,who have determined several factors that help to create such loyalties.
A consumer-brand relationship,also known as brand relationship,is the relationship that consumers think,feel,and have with a product or company brand. For more than half a century,scholarship has been generated to help managers and stakeholders understand how to drive favorable brand attitudes,brand loyalty,repeat purchase,customer lifetime value,customer advocacy,and communities of like-minded individuals organized around brands. Research has progressed with inspiration from attitude theory and,later,socio-cultural theories,but a perspective introduced in the early 1990s offered new opportunities and insights. The new paradigm focused on the relationships that formed between brands and consumers:an idea that had gained traction in business-to-business marketing scholarship where physical relationships formed between buyers and sellers.
Employee experience design is the application of experience design in order to intentionally design HR products,services,events,and organizational environments with a focus on the quality of the employee experience whilst providing relevant solutions for an organization.
Tony D. Sampson is a British academic author who writes about philosophies of affect,digital media cultures and labour,marketing power,design/brand thinking,social and immersive user experiences and neurocultures. He is best known for his widely cited and debated academic publications on virality,network contagion and neuroculture. This work is influenced by the 19th century French sociologist,Gabriel Tarde and concerns contemporary analyses of viral phenomena and affective and emotional contagion on the Internet. In 2017 Sampson published The Assemblage Brain, a book about the culture of the affective brain explored through digital media,the neurosciences,business (marketing),cybernetics and political power. His most recent publication,A Sleepwalker's Guide to Social Media (2020),explores the power dynamic of a post-Cambridge Analytica social media environment wherein the marketing logic of virality/growth helps to inflame contagions of race hate,posing a threat to democracy.
References
- ↑ "Services Marketing : Integrating Customer Focus Across the Firm / V.A. Zeithaml, M.J. Bitner, DD. Gremler. | Request PDF".
- 1 2 "Dwayne GREMLER | Professor (Full) | Ph. D. in Marketing | Bowling Green State University, Ohio | BGSU | Department of Marketing | Research profile".
- ↑ "People | Centre for Service Management | Loughborough University". www.lboro.ac.uk.
- ↑ "Dwayne D. Gremler and Mark B. Houston: Two Visiting International Professors ("VIPs") of Münster's School of Business and Economics | Marketing Center Münster". www.marketingcenter.de.
- ↑ The effect of satisfaction, switching costs, and interpersonal bonds on service loyalty. OCLC 222814146.
- ↑ "Dr. Dwayne Gremler Recognized with Most Prestigious Honor in Services Marketing". Bowling Green State University.
- ↑ "Dwayne D. Gremler als "Visiting International Professor" ausgezeichnet". www.wiwi.uni-muenster.de.
- ↑ "ServiceFriday: Employee Emotional Competence as a Critical Value-Driver for Customers". May 24, 2019.
- ↑ "Gremler engages students in scholarship, professional development". Bowling Green State University.
- ↑ "Board of Trustees Meeting Minutes 2022-03-04 Bowling Green State University".
- ↑ "Christopher Lovelock Career Contributions Award – SERVSIG".
- ↑ "Journal of Service Research".
- ↑ "Dwayne D. Gremler". scholar.google.com.
- ↑ Gremler, Dwayne D.; Van Vaerenbergh, Yves; Brüggen, Elisabeth C.; Gwinner, Kevin P. (May 1, 2020). "Understanding and managing customer relational benefits in services: a meta-analysis". Journal of the Academy of Marketing Science. 48 (3): 565–583. doi:10.1007/s11747-019-00701-6. S2CID 255386924 – via Springer Link.
- ↑ Hennig-Thurau, Thorsten; Gwinner, Kevin P.; Gremler, Dwayne D. (February 16, 2002). "Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality". Journal of Service Research. 4 (3): 230–247. doi:10.1177/1094670502004003006. S2CID 14300636.
- ↑ Gwinner, K. P.; Gremler, D. D.; Bitner, M. J. (April 1, 1998). "Relational Benefits in Services Industries: The Customer's Perspective". Journal of the Academy of Marketing Science. 26 (2): 101–114. doi:10.1177/0092070398262002. S2CID 167342394.
- ↑ Torkzadeh, Samaneh; Zolfagharian, Mohammadali; Yazdanparast, Atefeh; Gremler, Dwayne D. (January 1, 2022). "From customer readiness to customer retention: the mediating role of customer psychological and behavioral engagement". European Journal of Marketing. 56 (7): 1799–1829. doi:10.1108/EJM-03-2021-0213. S2CID 250238526 – via Emerald Insight.
- 1 2 Hennig-Thurau, Thorsten; Groth, Markus; Paul, Michael; Gremler, Dwayne D. (July 16, 2006). "Are All Smiles Created Equal? How Emotional Contagion and Emotional Labor Affect Service Relationships". Journal of Marketing. 70 (3): 58–73. doi:10.1509/jmkg.70.3.058. S2CID 220605442.
- ↑ "Emotional Convergence in Service Relationships: The Shared Frontline Experience of Customers and Employees". doi:10.1177/1094670516675405. S2CID 152093253.
{{cite journal}}: Cite journal requires|journal=(help) - ↑ Liu, Xiao-Yu; Chi, Nai-Wen; Gremler, Dwayne D. (August 16, 2019). "Emotion Cycles in Services: Emotional Contagion and Emotional Labor Effects". Journal of Service Research. 22 (3): 285–300. doi:10.1177/1094670519835309. S2CID 150933733.
- ↑ Delcourt, Cécile; Gremler, Dwayne D.; De Zanet, Fabrice; van Riel, Allard C.R. (January 1, 2017). "An analysis of the interaction effect between employee technical and emotional competencies in emotionally charged service encounters". Journal of Service Management. 28 (1): 85–106. doi:10.1108/JOSM-12-2015-0407. hdl: 2268/201872 – via Emerald Insight.
- ↑ Delcourt, Cécile; Gremler, Dwayne D.; van Riel, Allard C. R.; van Birgelen, Marcel J. H. (February 16, 2016). "Employee Emotional Competence: Construct Conceptualization and Validation of a Customer-Based Measure". Journal of Service Research. 19 (1): 72–87. doi:10.1177/1094670515590776. hdl: 2268/181603 . S2CID 10655367.
- 1 2 Gremler, Dwayne D.; Gwinner, Kevin P. (August 16, 2000). "Customer-Employee Rapport in Service Relationships". Journal of Service Research. 3 (1): 82–104. doi:10.1177/109467050031006. S2CID 53455419.
- ↑ "APA PsycNet". psycnet.apa.org.
- ↑ Hennig-Thurau, Thorsten; Gwinner, Kevin P.; Walsh, Gianfranco; Gremler, Dwayne D. (January 1, 2004). "Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?". Journal of Interactive Marketing. 18 (1): 38–52. doi:10.1002/dir.10073. S2CID 16358599 – via ScienceDirect.
- ↑ Gremler, Dwayne D.; Gwinner, Kevin P.; Brown, Stephen W. (January 1, 2001). "Generating positiveword‐of‐mouth communication through customer‐employee relationships". International Journal of Service Industry Management. 12 (1): 44–59. doi:10.1108/09564230110382763 – via Emerald Insight.
- ↑ "Service Loyalty: Its Nature, Importance, and Implications".
- ↑ "Friendship over the counter: How social aspects of service encounters influence consumer service loyalty".
- ↑ McCollough, Michael A.; Gremler, Dwayne D. (July 1, 1999). "Student Satisfaction Guarantees: An Empirical Investigation of Student and Faculty Attitudes1". Marketing Education Review. 9 (2): 53–64. doi:10.1080/10528008.1999.11488676 – via Taylor and Francis+NEJM.
- ↑ Hogreve, Jens; Gremler, Dwayne D. (May 16, 2009). "Twenty Years of Service Guarantee Research: A Synthesis". Journal of Service Research. 11 (4): 322–343. doi:10.1177/1094670508329225. S2CID 168014596.
- ↑ Meyer, Jeffrey; Gremler, Dwayne D.; Hogreve, Jens (May 16, 2014). "Do Service Guarantees Guarantee Greater Market Value?". Journal of Service Research. 17 (2): 150–163. doi:10.1177/1094670513505359. S2CID 147699889.
- 1 2 "Faculty member Dr. Dwayne Gremler named Distinguished Teaching Professor". Bowling Green State University.
- ↑ Brüggen, Elisabeth C.; Foubert, Bram; Gremler, Dwayne D. (September 16, 2011). "Extreme Makeover: Short- and Long-Term Effects of a Remodeled Servicescape". Journal of Marketing. 75 (5): 71–87. doi:10.1509/jmkg.75.5.71. S2CID 167982014.
- ↑ "Christopher Lovelock Career Contributions Award Winner 2014 – SERVSIG".
- ↑ "Business Faculty Have Memorable Experiences Abroad".
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