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The hard-working virtual agent in the service encounter boosts customer satisfaction 虚拟座席在服务中努力工作,提高客户满意度
IF 3.6 Q2 BUSINESS Pub Date : 2022-03-01 DOI: 10.1080/09593969.2022.2042715
Magnus Söderlund, Eeva-Liisa Oikarinen, Teck Ming Tan
ABSTRACT Virtual agents (VAs) are used increasingly as representatives of the firm in retail and service settings – particularly in online environments. Existing studies indicate that the customer’s experience is enhanced if VAs resemble humans, which seems to imply that what has been learned over the years in research about the influence of the human employee’s behavior on customer satisfaction may be applicable also to VA behavior. This study explores one factor, effort, which has a positive impact on customer satisfaction when it characterizes the human employee in service encounters. Although a VA (i.e., a computer program) cannot experience effort, it was assumed that human sensitivity to other humans’ effort, and a tendency to anthropomorphize non-human agents, would make human customers susceptible to effort-expending signals when they interact with a VA. To examine this assumption, data were collected from customers who had been interacting with existing VAs. The results indicate that three specific behaviors (engaging in personal conversation, listening, and display of warmth) boost the customer’s perceptions of VA effort, and that perceived VA effort has a positive impact on customer satisfaction.
虚拟代理(VAs)越来越多地被用作零售和服务环境中公司的代表,尤其是在在线环境中。现有的研究表明,如果虚拟助理与人类相似,客户的体验会得到增强,这似乎意味着,多年来关于人类员工行为对客户满意度影响的研究成果可能也适用于虚拟助理行为。本研究探讨了一个因素,努力,这对客户满意度有积极的影响,当它表征服务遭遇的人类员工。虽然虚拟助理(即计算机程序)无法体验到努力,但假设人类对其他人的努力的敏感性,以及将非人类代理拟人化的倾向,会使人类客户在与虚拟助理互动时容易受到努力消耗信号的影响。为了检验这一假设,从与现有虚拟助理互动的客户那里收集了数据。结果表明,三种具体行为(参与个人谈话、倾听和表现温暖)促进了客户对VA努力的感知,并且感知VA努力对客户满意度有积极影响。
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引用次数: 7
In-store surveillance technologies: what drives their acceptability among consumers? 店内监控技术:是什么促使消费者接受它们?
IF 3.6 Q2 BUSINESS Pub Date : 2022-02-25 DOI: 10.1080/09593969.2022.2042713
R. Brooksbank, J. Scott, S. Fullerton
ABSTRACT Retail surveillance technologies that enable marketers to track the in-store behaviour of an individual consumer are becoming commonplace. Yet, despite questions raised about their ethicality, their acceptability from a consumer perspective remains under-researched, thereby limiting a marketer’s ability to make informed decisions when deploying such technologies. Accordingly, this study focuses on a ‘matched pair’ of widely used technologies selected specifically for the purpose of examining its core proposition that a voluntary, transparent form of surveillance that provides the consumer with direct benefits (Shopkick), will be viewed more favourably than will its equal and opposite counterpart (Shopperception). Building on the theoretical perspective of the Technology Acceptance Model (TAM), a sample of 477 survey respondents provided reasons why each technology might, or might not, be acceptable using an essentially open-ended questionnaire. Responses were coded and labelled with the subsequent lists of reasons being analysed descriptively. A single closed-ended question required respondents to rate their overall acceptability, and these responses were subject to t-tests. A comparison of the results obtained across two independent subsamples show that consumers evaluate ‘Shopkick’ to be considerably more acceptable than ‘Shopperception’, thereby confirming the study’s core proposition whilst also providing insights into the specific ‘costs and benefits’ associated with each technology from the consumers’ point of view. The study’s findings and their implications are then delineated from the perspective of both practitioners and academicians. For practitioners, an easy-to-use ‘infographic’ visual decision-making aid designed to help retailers make more informed choices about if and how to best to deploy the new generation of in-store surveillance technologies is developed. For academicians with a focus on theoretical considerations, a variation of the TAM as it relates to the consumers’ propensity to accept or reject an in-store surveillance technology is also proposed.
零售监控技术使营销人员能够跟踪单个消费者的店内行为,这种技术正变得越来越普遍。然而,尽管对其伦理提出了质疑,但从消费者的角度来看,它们的可接受性仍未得到充分研究,从而限制了营销人员在部署此类技术时做出明智决策的能力。因此,本研究侧重于广泛使用的技术的“匹配对”,专门用于检查其核心主张,即为消费者提供直接利益的自愿、透明的监控形式(Shopkick)将比其平等和相反的对手(Shopperception)更受欢迎。基于技术接受模型(TAM)的理论观点,477个调查对象的样本提供了为什么每种技术可能被接受,或者可能不被接受的原因,使用本质上开放式的问卷。对答复进行编码和标记,并对随后的原因进行描述性分析。一个单一的封闭式问题要求受访者对他们的整体可接受性进行评分,这些回答需要进行t检验。通过两个独立子样本获得的结果的比较表明,消费者评估“Shopkick”比“Shopperception”更容易接受,从而证实了研究的核心主张,同时也从消费者的角度提供了与每种技术相关的具体“成本和收益”的见解。研究的结果和他们的影响,然后从从业者和学者的角度描绘。对于从业者来说,一个易于使用的“信息图”视觉决策辅助工具旨在帮助零售商在是否以及如何最好地部署新一代店内监控技术方面做出更明智的选择。对于专注于理论考虑的学者,还提出了TAM的变化,因为它与消费者接受或拒绝店内监控技术的倾向有关。
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引用次数: 1
Antecedents of trust in product review blogs and their impact on users’ behavioral intentions 产品评论博客信任的前因及其对用户行为意图的影响
IF 3.6 Q2 BUSINESS Pub Date : 2022-02-23 DOI: 10.1080/09593969.2022.2042714
Antonio Eliezer Raposo Junior, E. Mainardes, P. Cruz
ABSTRACT This research aims to identify the antecedents and consequents of trust in the product review blogs in an emerging market, which possess different characteristics than developed markets. We adopt the definition of product review blogs (PRB) as those blogs, websites, or social networking pages that disseminate experiences and/or information about products and services. We propose a model that incorporates individual characteristics and beliefs as antecedents of trust in the PRB and behavioral intentions as its consequence. Next, we conduct a questionnaire with 407 Brazilians who follow any PRB. We analyzed the data using structural equation modeling with partial least squares estimation (PLS-SEM). The results demonstrate the influence of trust in the PRB on users’ purchase intention, intention to follow blog recommendations, and intention to continue participating in the blog in an expressive emerging market. The trust in the PRB tends to have the PRB credibility as an antecedent. The findings suggest that subjective knowledge directly affects trust in the PRB and indirectly affects trust through PRB credibility, a mediating variable in the relationship between these variables. Our results reveal a direct and negative effect on PRB trust regarding susceptibility to informational influence. However, we also identify an indirect positive impact on trust in the PRB through PRB credibility. The results allow us to conclude that PRB credibility plays a central role in the antecedents of trust in the PRB in emerging markets.
本研究旨在确定新兴市场中产品评论博客信任的前因和结果,新兴市场与发达市场具有不同的特征。我们将产品评论博客(PRB)定义为传播有关产品和服务的经验和/或信息的博客、网站或社交网络页面。我们提出了一个模型,该模型将个人特征和信念作为PRB信任的前提,并将行为意图作为其后果。接下来,我们对407名遵循任何PRB的巴西人进行了问卷调查。我们使用偏最小二乘估计的结构方程模型(PLS-SEM)分析数据。研究结果表明,在一个富有表现力的新兴市场中,用户对博客推荐的信任对其购买意愿、关注博客推荐的意愿和继续参与博客的意愿有影响。对PRB的信任倾向于以PRB的可信度为前提。研究结果表明,主观知识直接影响员工对公关行为的信任,并通过公关行为可信度间接影响信任,可信度是这些变量之间关系的中介变量。我们的研究结果揭示了PRB信任对信息影响敏感性的直接和负向影响。然而,我们也发现了公信力对公众信任的间接积极影响。研究结果使我们得出结论,在新兴市场中,诚信在诚信的前提条件中起着核心作用。
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引用次数: 5
Omnichannel marketing: structured review, synthesis, and future directions 全渠道营销:结构化回顾、综合与未来方向
IF 3.6 Q2 BUSINESS Pub Date : 2022-02-12 DOI: 10.1080/09593969.2022.2034125
Anh Nguyen, R. McClelland, Nguyen Hoang Thuan, T. Hoang
ABSTRACT This study synthesises current understanding and developments in omnichannel marketing, provides a comprehensive and structured review of this domain, and suggests future research directions. The research adopts a structured literature review approach to analyse and synthesise 174 omnichannel-related papers published from 2011 to 2021. Within the omnichannel-related literature, omnichannel marketing is in its infancy stage. We find mature themes such as consumer behaviour, customer decision, and customer experience, as well as emerging topics such as customer engagement and switching experience, thus allowing us to define key trends in omnichannel marketing. We apply a holistic perspective and present a novel and original review of omnichannel marketing within an up-to-date, comprehensive picture of omnichannel-related studies. This study is useful for practitioners as it outlines the pillars of recent developments in omnichannel marketing based on scholarly literature.
本研究综合了目前对全渠道营销的理解和发展,对该领域进行了全面和结构化的回顾,并提出了未来的研究方向。本研究采用结构化文献综述法,对2011年至2021年发表的174篇全渠道相关论文进行分析和综合。在全渠道相关文献中,全渠道营销尚处于起步阶段。我们发现了成熟的主题,如消费者行为、客户决策和客户体验,以及新兴的主题,如客户参与和转换体验,从而使我们能够定义全渠道营销的关键趋势。我们应用一个整体的观点,并提出了全渠道营销的一个最新的,全面的图片全渠道相关的研究新颖和原始的审查。这项研究对实践者很有用,因为它概述了基于学术文献的全渠道营销最新发展的支柱。
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引用次数: 3
Shopping list use in the United States 购物清单在美国的用法
IF 3.6 Q2 BUSINESS Pub Date : 2022-01-23 DOI: 10.1080/09593969.2021.2024869
Ronald B. Larson
ABSTRACT Shopping lists are regularly used by most U.S. consumers when they visit supermarkets. Having a list tends to influence shopper behaviors. Industry surveys suggest that demographics can predict who uses lists. However, these conclusions were usually based on simple correlations. Few academic studies, and none in more than 20 years, have used multivariate analysis to profile frequent shopping list users with both demographics and attitude measures. The industry and existing academic studies did not provide a complete profile of list users. Six studies, four store intercept surveys in rural U.S. communities (N = 965) and two national internet panel surveys (N = 1328), were used to test relationships between demographic and attitude measures and list use. None of the demographics were consistently associated with list use. Privacy concerns and impulsivity were important, while region, environmental attitudes, and a proxy measure for risk preferences (birth order) were not consistently significant. The resulting profile may help manufacturers, retailers, and educators better understand this behavior.
大多数美国消费者在逛超市时会经常使用购物清单。有一个清单往往会影响购物者的行为。行业调查显示,人口统计数据可以预测谁会使用列表。然而,这些结论通常是基于简单的相关性。20多年来,很少有学术研究使用多变量分析来对经常使用购物清单的用户进行人口统计和态度测量。业界和现有的学术研究并没有提供列表用户的完整资料。六项研究,美国农村社区的四项商店拦截调查(N = 965)和两项全国互联网小组调查(N = 1328),用于检验人口统计和态度测量与清单使用之间的关系。没有一个人口统计数据与列表的使用一致。隐私问题和冲动是重要的,而地区、环境态度和风险偏好的代理措施(出生顺序)并不总是重要的。由此产生的概要可以帮助制造商、零售商和教育工作者更好地理解这种行为。
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引用次数: 0
Editorial for first issue of international review of retail, distribution and consumer research, 2022 《国际零售、分销和消费者研究评论》第一期社论,2022
IF 3.6 Q2 BUSINESS Pub Date : 2022-01-01 DOI: 10.1080/09593969.2021.2024712
U. Johansson
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引用次数: 1
Can we localise in Central Europe from the marketing aspect: verification of a conceptual model from Czechia 从市场营销的角度来看,我们能否在中欧进行本地化:对来自捷克的概念模型进行验证
IF 3.6 Q2 BUSINESS Pub Date : 2022-01-01 DOI: 10.1080/09593969.2021.2020147
Petr Šimek, T. Sadílek
ABSTRACT In today’s world marketing is an important tool and local preferences based on the social environment can contribute substantially to the media mix. This study is about the issue of the preference of customers of stores, which use local elements as part of their marketing strategy over those who communicate globally. This paper describes the preference of Czech consumers for stores that use local elements as part of their marketing strategy over those who communicate globally. The model, which examines how interest in local activities and specific involvement in local communities’ influence consumer preferences, is created by the theory of justified action and the concept of the creation of social networks. The model is tested using data from a representative sample of Czech consumers (CAWI collection) using the analysis of the chi-square test and Spearman’s rank-order coefficient. The results show that both interest and specific involvement have a strong connection and relationship with local values. No similar study has previously been executed for the Czechia and this may be an important reason for feasible use in the retail branch. Due to similar development, this research can be generalized for other Central European countries.
在当今世界,营销是一种重要的工具,基于社会环境的当地偏好可以对媒体组合做出重大贡献。这项研究是关于顾客偏好的问题,商店使用本地元素作为他们营销策略的一部分,而不是那些全球沟通的人。本文描述了捷克消费者对使用当地元素作为其营销策略的一部分的商店的偏好,而不是那些在全球范围内沟通的商店。该模型考察了对当地活动的兴趣和对当地社区的具体参与是如何影响消费者偏好的,它是由正当行为理论和创建社交网络的概念创建的。该模型使用捷克消费者代表性样本(CAWI收集)的数据进行检验,使用卡方检验和斯皮尔曼秩序系数分析。结果表明,兴趣和特定参与都与地方价值观有很强的联系和关系。没有类似的研究以前已执行捷克,这可能是一个重要的原因,在零售分支可行的使用。由于发展情况相似,本研究对其他中欧国家具有推广意义。
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引用次数: 0
Consumer brand hate: The role of ambivalence 消费者品牌厌恶:矛盾心理的作用
IF 3.6 Q2 BUSINESS Pub Date : 2021-12-27 DOI: 10.1080/09593969.2021.2018017
Consuelo Valenzuela, Luciano Castellucci, Maria Trinidad Mena, C. Bianchi
ABSTRACT Despite the importance of consumer brand hate and the negative consequences for brands, scant research has examined how consumer brand hate is formed and what is the role of consumer ambiguity in this process. The purpose of this study is to address this gap and explore how consumer ambivalence is manifested in consumer feelings of brand hate. A qualitative methodology was conducted to address the research question and the data collection method involved two studies: thirty-eight in-depth interviews and eight focus group interviews with consumers located in Chile. The findings confirm that consumer brand hate is not always an absolute feeling because in some cases consumers may be ambivalent (feel simultaneous positive and negative emotions) while feeling brand hate. The findings provide implications for brand managers, retailers and academics.
尽管消费者品牌厌恶的重要性及其对品牌的负面影响,但很少有研究调查消费者品牌厌恶是如何形成的,以及消费者模糊在这一过程中扮演了什么角色。本研究的目的是解决这一差距,并探讨消费者的矛盾心理是如何表现在消费者的品牌厌恶情绪。定性方法进行了解决研究问题和数据收集方法涉及两项研究:38个深度访谈和8个焦点小组访谈位于智利的消费者。研究结果证实,消费者对品牌的厌恶并不总是一种绝对的感觉,因为在某些情况下,消费者在对品牌的厌恶时可能是矛盾的(同时感受到积极和消极的情绪)。研究结果为品牌经理、零售商和学者提供了启示。
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引用次数: 2
‘Sorry we do not deliver to your area’: geographical inequalities in online groceries provision “对不起,我们没有送货到您所在地区”:网上杂货供应的地域不平等
IF 3.6 Q2 BUSINESS Pub Date : 2021-12-27 DOI: 10.1080/09593969.2021.2017321
A. Newing, Nick Hood, Francisco Videira, Jack Lewis
ABSTRACT The British grocery retail sector is experiencing rapid growth in online ordering for home delivery, resulting in considerable supply side investment in delivery and fulfilment infrastructure. For retailers with a physical store network, investments typically utilise larger format stores as delivery and fulfilment hubs. Proximity to the store network and delivery infrastructure capacity thus drive the availability and choice of online groceries provider at the neighbourhood level. We aim to assess the geographical extent of online groceries coverage at a small-area level in Great Britain (GB). We carry out a nationwide assessment of the provision of online groceries, revealing generally excellent coverage within urban and suburban areas, including those neighbourhoods that may have once been considered urban food deserts. However, rural–urban inequalities are evident, with the most remote and rural catchments experiencing comparatively poor online groceries provision. We argue that these inequalities give rise to a new form of food desert: remote and rural neighbourhoods with the compounded effects of poor access to physical retail provision (akin to ‘traditional’ food deserts) and the additional disadvantage of poor coverage by online groceries providers. Many of these neighbourhoods are already the most remote from physical store provision and may also be faced with withdrawal of physical (retail) services. We make a number of recommendations that could support the provision of online groceries services in these areas and reflect on the tremendous potential for ongoing research into widening inequalities in access to grocery retailing driven by the geography of online groceries.
英国杂货零售部门正在经历快速增长的在线订购送货上门,导致相当大的供给侧投资在交付和履行基础设施。对于拥有实体店网络的零售商来说,投资通常利用大型商店作为交付和履行中心。因此,邻近的商店网络和交付基础设施能力推动了社区一级在线杂货供应商的可用性和选择。我们的目标是评估在线杂货覆盖在英国(GB)小区域水平的地理范围。我们在全国范围内对网上杂货的供应进行了评估,结果显示,在城市和郊区,包括那些曾经被认为是城市食品沙漠的社区,网上杂货的覆盖范围普遍很好。然而,城乡之间的不平等是显而易见的,最偏远和农村地区的在线杂货供应相对较差。我们认为,这些不平等导致了一种新形式的食物沙漠:偏远和农村社区,难以获得实体零售供应(类似于“传统的”食物沙漠),以及在线杂货供应商覆盖率低的额外劣势。这些社区中有许多已经离实体商店供应最遥远,也可能面临实体(零售)服务的撤出。我们提出了一些建议,这些建议可以支持在这些地区提供在线杂货服务,并反映了在线杂货的地理位置所驱动的杂货零售渠道日益扩大的不平等,这一正在进行的研究的巨大潜力。
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引用次数: 10
Omnichannel retailing strategy: a systematic review 全渠道零售战略:系统回顾
IF 3.6 Q2 BUSINESS Pub Date : 2021-12-27 DOI: 10.1080/09593969.2021.2024447
Aregu Asmare, Shimelis Zewdie
ABSTRACT Technological advances and continued digitization are having a powerful impact on consumer behaviour, market development, and business-consumer interactions. Companies are trying to support these developments by providing multiple integrated channels. Omnichannel retail strategy is a new retail trend that has transformed retail industry by consolidating all customer touch points into one holistic experience. The present study aims to systematically review the extant literatures regarding key drivers that stimulate retailers to shift from multichannel to omnichannel strategy and the outcome of omnichannel strategy in the context of channel integration from the retailer’s perspective and seamless shopping experience form the customer’s perspective. A systematic literature review was conducted, and screenings criteria were performed to refine the articles. A total of 48 articles meet the selection criteria were reviewed analysed, and important information was extracted. The review result reveals that the omnichannel theme is emerging; showing relevance and novelty, but still requires a theory-driven research, comparative studies across cultures and qualitative approach to collect rich first-hand data from retailers and customers point of view. This article is timely and useful as it provides a holistic view of omnichannel retail research and provides literature-based evidence on the drivers and outcomes of omnichannel retail strategy from the perspective of retailers and customers. It also makes it possible to map scholarly activity on the subject, thus contributing to the advancement of future research.
技术进步和持续的数字化正在对消费者行为、市场发展和企业与消费者的互动产生强大的影响。公司正试图通过提供多种整合渠道来支持这些发展。全渠道零售战略是一种新的零售趋势,通过将所有客户接触点整合为一个整体体验,改变了零售业。本研究旨在系统地回顾现有文献中关于促使零售商从多渠道转向全渠道战略的关键驱动因素,以及渠道整合背景下全渠道战略的结果,从零售商的角度和从顾客的角度进行无缝购物体验。进行了系统的文献综述,并执行筛选标准以完善文章。对符合选择标准的48篇文章进行了审查分析,并提取了重要信息。审查结果表明,全渠道主题正在形成;展示相关性和新颖性,但仍然需要理论驱动的研究,跨文化的比较研究和定性方法,从零售商和客户的角度收集丰富的第一手数据。这篇文章是及时而有用的,因为它提供了全渠道零售研究的整体观点,并从零售商和客户的角度提供了基于文献的证据,证明了全渠道零售战略的驱动因素和结果。它还使绘制有关该主题的学术活动的地图成为可能,从而有助于推进未来的研究。
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引用次数: 19
期刊
International Review of Retail Distribution and Consumer Research
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