Pub Date : 2023-07-10DOI: 10.1080/21639159.2023.2233087
Juran Kim, Joonheui Bae
ABSTRACT This study clarifies destination brand equity and examines the effect of destination brand personality on symbolic capital and attitude toward destination brand, and the effect of symbolic capital and attitude on destination brand equity. Using a survey research method, 309 participants from South Korea were recruited. The finding indicated that a well-established destination personality enhanced symbolic capital and positive attitudes toward the destination, leading to higher destination brand equity. This study contributes to the body of knowledge by clarifying the concept of symbolic capital and highlighting the effects of destination brand personality on symbolic capital and attitudes toward destination brands, which in turn lead to destination brand equity. Our findings have practical implications for destination brand marketing strategies, suggesting that these strategies can be made more effective by catering to symbolic capital and destination brand equity.
{"title":"Influences of symbolic capital on destination brand equity","authors":"Juran Kim, Joonheui Bae","doi":"10.1080/21639159.2023.2233087","DOIUrl":"https://doi.org/10.1080/21639159.2023.2233087","url":null,"abstract":"ABSTRACT This study clarifies destination brand equity and examines the effect of destination brand personality on symbolic capital and attitude toward destination brand, and the effect of symbolic capital and attitude on destination brand equity. Using a survey research method, 309 participants from South Korea were recruited. The finding indicated that a well-established destination personality enhanced symbolic capital and positive attitudes toward the destination, leading to higher destination brand equity. This study contributes to the body of knowledge by clarifying the concept of symbolic capital and highlighting the effects of destination brand personality on symbolic capital and attitudes toward destination brands, which in turn lead to destination brand equity. Our findings have practical implications for destination brand marketing strategies, suggesting that these strategies can be made more effective by catering to symbolic capital and destination brand equity.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"561 - 576"},"PeriodicalIF":1.6,"publicationDate":"2023-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48724536","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-03DOI: 10.1080/21639159.2020.1808823
A. Correia, M. Kozak
ABSTRACT Over the recent years, there has been a steady increase in the number of customers in luxury market. Such a substantial rise has gained much attention from both academics and industry experts seeking to better understand the meanings and factors involved in luxury consumption. Therefore, this special section aims to enrich and update the existing body of knowledge on luxury product and brand purchasing behaviour. We have encouraged the contributors to forward both conceptual and empirical papers reflecting current concerns in the field of luxury shopping, more specifically in luxury product and brand purchasing behaviour. In the end, this special section includes three papers on external store environment, meaning of luxury, and luxury brand fashion. Certainly, additional references are necessary for better understanding the meaning and contents of luxury consumption and main drivers behind it. The special section introduces the reader to some of these important references but also notes that there is still avenue for more studies in the future.
{"title":"Luxury product and brand purchasing behavior: A conceptual perspective.","authors":"A. Correia, M. Kozak","doi":"10.1080/21639159.2020.1808823","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808823","url":null,"abstract":"ABSTRACT Over the recent years, there has been a steady increase in the number of customers in luxury market. Such a substantial rise has gained much attention from both academics and industry experts seeking to better understand the meanings and factors involved in luxury consumption. Therefore, this special section aims to enrich and update the existing body of knowledge on luxury product and brand purchasing behaviour. We have encouraged the contributors to forward both conceptual and empirical papers reflecting current concerns in the field of luxury shopping, more specifically in luxury product and brand purchasing behaviour. In the end, this special section includes three papers on external store environment, meaning of luxury, and luxury brand fashion. Certainly, additional references are necessary for better understanding the meaning and contents of luxury consumption and main drivers behind it. The special section introduces the reader to some of these important references but also notes that there is still avenue for more studies in the future.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"44 1","pages":"327 - 331"},"PeriodicalIF":1.6,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139364234","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-16DOI: 10.1080/21639159.2023.2199306
Abdul Ghaffar, Tahir Islam, T. Kinčl, Abdul Hakeem, Anshuman Sharma
ABSTRACT This paper aims to examine the impact of service quality and corporate social responsibility (CSR) on brand authenticity and determine the moderating effects of CSR on the relationship between service quality and brand authenticity. Survey data was collected from 472 customers of Karachi, Pakistan’s four major medical diagnostic laboratories, through the convenience sampling technique. The quantitative method was used. To collect information from respondents, a self-administered questionnaire is used. We utilized the partial least squares structural equation modeling (PLS-SEM) technique to analyze data. The results show that CSR, service quality, and brand authenticity are related in medical diagnostic and research laboratories. Research findings indicate that service quality and CSR directly and positively impact brand authenticity. In addition, CSR moderates the effect between service quality and brand authenticity. Managers can see corporate social responsibility as an intangible value that goes along with high-quality services and makes medical diagnostic and research laboratory services more authentic.
{"title":"The role of service quality in enhancing brand authenticity through the moderation effect of corporate social responsibility (CSR)","authors":"Abdul Ghaffar, Tahir Islam, T. Kinčl, Abdul Hakeem, Anshuman Sharma","doi":"10.1080/21639159.2023.2199306","DOIUrl":"https://doi.org/10.1080/21639159.2023.2199306","url":null,"abstract":"ABSTRACT This paper aims to examine the impact of service quality and corporate social responsibility (CSR) on brand authenticity and determine the moderating effects of CSR on the relationship between service quality and brand authenticity. Survey data was collected from 472 customers of Karachi, Pakistan’s four major medical diagnostic laboratories, through the convenience sampling technique. The quantitative method was used. To collect information from respondents, a self-administered questionnaire is used. We utilized the partial least squares structural equation modeling (PLS-SEM) technique to analyze data. The results show that CSR, service quality, and brand authenticity are related in medical diagnostic and research laboratories. Research findings indicate that service quality and CSR directly and positively impact brand authenticity. In addition, CSR moderates the effect between service quality and brand authenticity. Managers can see corporate social responsibility as an intangible value that goes along with high-quality services and makes medical diagnostic and research laboratory services more authentic.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"475 - 494"},"PeriodicalIF":1.6,"publicationDate":"2023-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46891734","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-05DOI: 10.1080/21639159.2023.2175708
Joonheui Bae, K. Kim
ABSTRACT Although collaborative consumption platforms (CCPs) have achieved rapid growth, the increase in misbehavior on CCPs has made users hesitant to participate. This study examines how previous moral behavior influences subsequent moral behavior and how deindividuation and self-disclosure, as psychological mechanisms, influence subsequent moral behavior. To test the hypotheses, this study conducted two experiments. Data were analyzed using logistic regression analysis. The results show that the previous user’s misbehavior (or good behavior) positively affects the subsequent user’s misbehavior (or good behavior). Furthermore, without self-disclosure, deindividuation mediates the effect of the previous user’s misbehavior on the subsequent user’s misbehavior. Conversely, when there is self-disclosure, self-presentation mediates the effect of the previous user’s good behavior on the subsequent user’s good behavior. The study provides a diffusion model of moral behavior on CCPs through a dual mechanism of deindividuation and self-presentation while considering self-disclosure as a nudge.
{"title":"Diffusion of moral behavior on a collaborative consumption platform: Dual mechanisms of deindividuation and self-presentation","authors":"Joonheui Bae, K. Kim","doi":"10.1080/21639159.2023.2175708","DOIUrl":"https://doi.org/10.1080/21639159.2023.2175708","url":null,"abstract":"ABSTRACT Although collaborative consumption platforms (CCPs) have achieved rapid growth, the increase in misbehavior on CCPs has made users hesitant to participate. This study examines how previous moral behavior influences subsequent moral behavior and how deindividuation and self-disclosure, as psychological mechanisms, influence subsequent moral behavior. To test the hypotheses, this study conducted two experiments. Data were analyzed using logistic regression analysis. The results show that the previous user’s misbehavior (or good behavior) positively affects the subsequent user’s misbehavior (or good behavior). Furthermore, without self-disclosure, deindividuation mediates the effect of the previous user’s misbehavior on the subsequent user’s misbehavior. Conversely, when there is self-disclosure, self-presentation mediates the effect of the previous user’s good behavior on the subsequent user’s good behavior. The study provides a diffusion model of moral behavior on CCPs through a dual mechanism of deindividuation and self-presentation while considering self-disclosure as a nudge.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"167 - 185"},"PeriodicalIF":1.6,"publicationDate":"2023-03-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45964337","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-02DOI: 10.1080/21639159.2022.2163415
S. Uddin, Mohammed Naved Khan, M. Faisal, Mohd Danish Kirmani
ABSTRACT Environmental protection is increasingly a concern, but false claims by companies have raised green skepticism among consumers. Young consumers constitute a significant group for consumption in an economy like India. While young consumers have rarely been surveyed on factors like green perceived value and perception regarding green claims, there is a paucity of research on the moderating role of skepticism. This paper provides a new perspective regarding the underexplored debate on green skepticism levels among young consumers. Data from 610 respondents were gathered through a researcher-controlled survey. Antecedents to environmental attitude, namely green perceived value, environmental knowledge, and interpersonal influence, were found to influence the relationships significantly. Young consumers’ environmental attitude was significant in explaining their green purchasing behavior. The paper sheds first light on the negative moderating effect of skepticism on the attitude-behavior relationship. The study highlights the role of educated and urban young consumers in sustainable consumption. In the same vein, findings suggest that managers should consider the importance of consumers’ doubts as a valuable element for global green advertising effectiveness.
{"title":"Demystifying the green purchasing behavior of young consumers: Moderating role of green skepticism","authors":"S. Uddin, Mohammed Naved Khan, M. Faisal, Mohd Danish Kirmani","doi":"10.1080/21639159.2022.2163415","DOIUrl":"https://doi.org/10.1080/21639159.2022.2163415","url":null,"abstract":"ABSTRACT Environmental protection is increasingly a concern, but false claims by companies have raised green skepticism among consumers. Young consumers constitute a significant group for consumption in an economy like India. While young consumers have rarely been surveyed on factors like green perceived value and perception regarding green claims, there is a paucity of research on the moderating role of skepticism. This paper provides a new perspective regarding the underexplored debate on green skepticism levels among young consumers. Data from 610 respondents were gathered through a researcher-controlled survey. Antecedents to environmental attitude, namely green perceived value, environmental knowledge, and interpersonal influence, were found to influence the relationships significantly. Young consumers’ environmental attitude was significant in explaining their green purchasing behavior. The paper sheds first light on the negative moderating effect of skepticism on the attitude-behavior relationship. The study highlights the role of educated and urban young consumers in sustainable consumption. In the same vein, findings suggest that managers should consider the importance of consumers’ doubts as a valuable element for global green advertising effectiveness.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"264 - 284"},"PeriodicalIF":1.6,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49112106","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-22DOI: 10.1080/21639159.2022.2137054
Zaryab Sheikh, Abdul Ghaffar, Tahir Islam, Altaf Ahmed Sheikh
ABSTRACT The COVID-19 pandemic changed everything, especially marketing, leading to increased digital usage. Social media allows faster connectivity among people and gives marketers new pathways to engage with consumers. The lockdown dramatically reduced economic activity by numbers that are worth understanding. This study examines the numerous aspects contributing to the consumer’s favorable opinions toward their social commerce intents and behavior during the COVID-19 pandemic. Using SEM, the data examination of 297 respondents established that applying the social support theory and the unified theory of acceptance and use of technology (UTAUT) model to the proposed theoretical framework is significantly associated with social commerce intentions. The results state that all the direct hypotheses have been supported, confirming that social support, performance expectancy, effort expectancy, offline subjective norms, and online subjective norms are significantly associated with social commerce intentions. The results also indicated that Information Technology Infrastructure (ITI) moderated social support, performance expectancy, effort expectancy, and online subjective norms.
{"title":"Consumers’ acceptance of social commerce during COVID-19 lockdown","authors":"Zaryab Sheikh, Abdul Ghaffar, Tahir Islam, Altaf Ahmed Sheikh","doi":"10.1080/21639159.2022.2137054","DOIUrl":"https://doi.org/10.1080/21639159.2022.2137054","url":null,"abstract":"ABSTRACT The COVID-19 pandemic changed everything, especially marketing, leading to increased digital usage. Social media allows faster connectivity among people and gives marketers new pathways to engage with consumers. The lockdown dramatically reduced economic activity by numbers that are worth understanding. This study examines the numerous aspects contributing to the consumer’s favorable opinions toward their social commerce intents and behavior during the COVID-19 pandemic. Using SEM, the data examination of 297 respondents established that applying the social support theory and the unified theory of acceptance and use of technology (UTAUT) model to the proposed theoretical framework is significantly associated with social commerce intentions. The results state that all the direct hypotheses have been supported, confirming that social support, performance expectancy, effort expectancy, offline subjective norms, and online subjective norms are significantly associated with social commerce intentions. The results also indicated that Information Technology Infrastructure (ITI) moderated social support, performance expectancy, effort expectancy, and online subjective norms.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"210 - 230"},"PeriodicalIF":1.6,"publicationDate":"2023-01-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42917380","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/21639159.2022.2153261
Sang-chul Son, Joonheui Bae, K. Kim
ABSTRACT Perceived agility in luxury brands means that they provide information about changes in customer expectations and preferences quickly and flexibly. Millennial and Z generation customers not only expect to interact immediately with the brand but also expect unique services meeting their needs and expectations. A digitalized luxury brand only selling products and providing services can no longer maintain customer satisfaction. This study explores the importance of perceived agility and the timing of when customers perceive more agility in the shopping journey of a digitized luxury brand. Data were collected using Netnography, a qualitative research method, and analyzed using NVivo 11.0. The results show that increasing perceived agility through meeting consumer expectations and quickly responding to the environment by actively introducing digitalization to improve customer interaction is a factor differentiated from customer service. The findings have implications for how practitioners and managers of luxury brands can improve consumers’ unique experiences while adapting to changing service encounters.
{"title":"An exploratory study on the perceived agility by consumers in luxury brand omni-channel","authors":"Sang-chul Son, Joonheui Bae, K. Kim","doi":"10.1080/21639159.2022.2153261","DOIUrl":"https://doi.org/10.1080/21639159.2022.2153261","url":null,"abstract":"ABSTRACT Perceived agility in luxury brands means that they provide information about changes in customer expectations and preferences quickly and flexibly. Millennial and Z generation customers not only expect to interact immediately with the brand but also expect unique services meeting their needs and expectations. A digitalized luxury brand only selling products and providing services can no longer maintain customer satisfaction. This study explores the importance of perceived agility and the timing of when customers perceive more agility in the shopping journey of a digitized luxury brand. Data were collected using Netnography, a qualitative research method, and analyzed using NVivo 11.0. The results show that increasing perceived agility through meeting consumer expectations and quickly responding to the environment by actively introducing digitalization to improve customer interaction is a factor differentiated from customer service. The findings have implications for how practitioners and managers of luxury brands can improve consumers’ unique experiences while adapting to changing service encounters.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"154 - 166"},"PeriodicalIF":1.6,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44208685","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/21639159.2022.2163908
Isaac Cheah, Anwar Sadat Shimul
ABSTRACT The widespread adoption of the metaverse has generated significant discussions within the marketing community about the challenges and opportunities it presents for consumer interaction with brands. This paper investigates how the metaverse may affect marketing and suggests a novel paradigm to deal with these problems. Furthermore, this article highlights new research directions. The article also offers a checklist for researchers to use when researching the potential advantages or disadvantages of the metaverse for digital marketing and advertising, branding, services, supply chain and logistics, ethics and sustainability, diversity and inclusion and consumer wellness. The proposed research agenda intends to offer insightful information to academics, practitioners, and decision-makers.
{"title":"Marketing in the metaverse: Moving forward – What’s next?","authors":"Isaac Cheah, Anwar Sadat Shimul","doi":"10.1080/21639159.2022.2163908","DOIUrl":"https://doi.org/10.1080/21639159.2022.2163908","url":null,"abstract":"ABSTRACT The widespread adoption of the metaverse has generated significant discussions within the marketing community about the challenges and opportunities it presents for consumer interaction with brands. This paper investigates how the metaverse may affect marketing and suggests a novel paradigm to deal with these problems. Furthermore, this article highlights new research directions. The article also offers a checklist for researchers to use when researching the potential advantages or disadvantages of the metaverse for digital marketing and advertising, branding, services, supply chain and logistics, ethics and sustainability, diversity and inclusion and consumer wellness. The proposed research agenda intends to offer insightful information to academics, practitioners, and decision-makers.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"1 - 10"},"PeriodicalIF":1.6,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44062778","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-17DOI: 10.1080/21639159.2022.2135012
Chai-Lee Goi, F. Chieng, M. Goi
ABSTRACT The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty.
{"title":"Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity","authors":"Chai-Lee Goi, F. Chieng, M. Goi","doi":"10.1080/21639159.2022.2135012","DOIUrl":"https://doi.org/10.1080/21639159.2022.2135012","url":null,"abstract":"ABSTRACT The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"133 - 153"},"PeriodicalIF":1.6,"publicationDate":"2022-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42967285","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-09DOI: 10.1080/21639159.2022.2080094
Manojit Chattopadhyay, S. Mitra, P. Charan
ABSTRACT Predicting profitable customers is a strategic knowledge portfolio of retailer managers because some customers are better profitable than others in a business. The present work is an effort to demonstrate a better model of predicting profitable customers. We apply the k-means algorithm to identify customer patterns based on Recency, Frequency, and Monetary (RFM) attributes computed from a real-life dataset of UK-based and registered non-store online retail. Six data mining models have been applied to each identified pattern and overall data to predict whether each customer would purchase in the next six months or not. A comparative analysis of identified pattern characteristics and predictable performances and Type I and Type II errors have been performed to identify the target customer group in terms of better predictability and profitability. The identified patterns help to generate novel marketing strategies. Thus, the retailers may successfully target the most consistently profitable customer groups to apply diverse knowledge on marketing strategies for the specific pattern.
{"title":"Elucidating strategic patterns from target customers using multi-stage RFM analysis","authors":"Manojit Chattopadhyay, S. Mitra, P. Charan","doi":"10.1080/21639159.2022.2080094","DOIUrl":"https://doi.org/10.1080/21639159.2022.2080094","url":null,"abstract":"ABSTRACT Predicting profitable customers is a strategic knowledge portfolio of retailer managers because some customers are better profitable than others in a business. The present work is an effort to demonstrate a better model of predicting profitable customers. We apply the k-means algorithm to identify customer patterns based on Recency, Frequency, and Monetary (RFM) attributes computed from a real-life dataset of UK-based and registered non-store online retail. Six data mining models have been applied to each identified pattern and overall data to predict whether each customer would purchase in the next six months or not. A comparative analysis of identified pattern characteristics and predictable performances and Type I and Type II errors have been performed to identify the target customer group in terms of better predictability and profitability. The identified patterns help to generate novel marketing strategies. Thus, the retailers may successfully target the most consistently profitable customer groups to apply diverse knowledge on marketing strategies for the specific pattern.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"33 1","pages":"444 - 474"},"PeriodicalIF":1.6,"publicationDate":"2022-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44573265","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}