Customer Relationship Management Scale for the B2c Market: A Cross-Cultural Comparison

Demo, Gisela; Watanabe, Eluiza Alberto de Morais; Chauvet, Danielle Christine Vasconcelos; Rozzett, Késia

doi:10.1590/1678-69712017/administracao.v18n3p42-69

Cited by 12 publications

(15 citation statements)

References 36 publications

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“…To analyze the influence of brand personality on customer loyalty in the context of social networks, we conducted a survey, considering brand personality in its five dimensions for the Brazilian customer (Muniz & Marchetti, 2012)credibility, joy, audacity, sophistication, and sensitivityas independent variables and customer loyalty, as proposed in Demo et al (2017), as the dependent variable.…”

Section: Methodsmentioning

confidence: 99%

“…Regarding data collection, we used an online Typeform platform questionnaire through social media. The first question of the questionnaire asked the subject to indicate a social network to be evaluated, followed by 28 items from the brand personality scale (Muniz & Marchetti, 2012) and 13 loyalty items from the customer relationship perception scale (Demo et al, 2017). Finally, sociodemographic questions were proposed in order to characterize the sample.…”

Section: Methodsmentioning

confidence: 99%

“…Recently, Ngobo (2017) revealed that customer loyalty can't be measured the same way over time, since contextual conditions, such as social and economic, change. Considering the setting in which this research is localizedsocial networksand the need to explore the relationship between these brands and their users, we have decided to use the customer relationship perception scale validated by Demo, Watanabe, Chauvet and Rozzett (2017). This instrument has proven its stability and internal structure and external validity in Brazil (Rozzett & Demo, 2010), US (Demo & Rozzett, 2013), and France (Demo, Watanabe, Chauvet, & Rozzett, 2017), with reliable psychometric indices and theoretical support, which proves its ability in measuring customer relationship perception.…”

Section: Customer Loyaltymentioning

confidence: 99%

“…Given the brands studied in this paper are related to social networks, attendants don't have personal contact with customers. In consequence, the items belonging to the customer loyalty factor, from the customer relationship perception scale (Demo et al, 2017), compose the measurement instrument used in our paper. The same strategy has been used by Lima, Demo and Scussel (2017).…”

Section: Customer Loyaltymentioning

confidence: 99%

See 3 more Smart Citations

Credibility, audacity and joy: Brand personalities that connect users to social media

Demo

Silva

Watanabe

et al. 2018

BAR, Braz. Adm. Rev.

Self Cite

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The main purpose of this article is to evaluate the influence brand personality has on customer loyalty in the context of social networks as brands. We conducted a survey of 268 social networks users in Brazil and analyzed data through Structural Equation Modeling. As a result, brand personality dimensions Credibility, Audacity and Joy were found to be predictors of loyalty, the main aspect governing customer relationship perception. Credibility is the main predictor of customer loyalty, shedding light on network trustworthiness, user privacy and personal information safety, while Audacity indicates the power of innovation, and Joy points out the relevance of social networks' entertainment atmospheres. Together, these dimensions are strategic aspects to be considered in the development of relationships with users in the digital world. Our finding contributes to the body of knowledge interested in relationship marketing and its relation with strategy and sustainable competitive advantage. We also investigated social networks as brands, a topic of major impact in the development of a literature on the digital world. Lastly, the results serve as a source of information about social network user behavior, helping companies enhance their communication strategies and achieve customer loyalty.

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Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Customer Loyaltymentioning

confidence: 99%

Section: Customer Loyaltymentioning

confidence: 99%

See 2 more Smart Citations

Credibility, audacity and joy: Brand personalities that connect users to social media

Demo

Silva

Watanabe

et al. 2018

BAR, Braz. Adm. Rev.

Self Cite

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“…Tal ênfase gera uma carência de um olhar mais estratégico dos canais desenvolvidos no comércio entre organizações (B2B). Percebe-se que a construção de uma vantagem competitiva para o negócio pode surgir nos dois tipos de canais de marketing, verificando os principais aspectos de cada uma das estratégias (Larentis, & Slongo, 2008;Demo, Watanabe, Chauvet, & Rozzett, 2017). Neste ponto, visualiza-se que há uma incorporação do foco da estratégica B2C dentro do canal B2B, ao invés de uma migração de estratégia, de B2B para B2C.Ao usar intermediários, a empresa deve decidir a estratégia que irá usar.…”

Section: Marketing E Estratégia De Canalunclassified

A Análise da Implementação da Estratégia B2C em um Canal B2B: um estudo de caso da Coloplast

Miranda

Oliveira

2018

RASI

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Uma vez estabelecidos, os conceitos, as categorias e as estratégias se tornam difíceis de serem flexibilizados ou combinados. Essa inflexibilidade na mescla de estratégias pode trazer uma limitação na eficiência. Este estudo propõe estudar uma estratégia híbrida, de uma empresa dinamarquesa de dispositivos médicos, que tem em sua unidade de negócios estudada o Business to Business como modelo de negócio. A estratégia insere um foco no consumidor final, Business to Consumer, dentro da estratégia B2B. O planejamento e implementação desta estratégia em um projeto piloto é estudado, usando os 4P's do marketing mix como moldura. Analisa-se, também, o resultado desta nova estratégia, usando como mensurável metas e premissas de crescimento definidas no início do projeto. A metodologia usada foi a descrição do caso, proposições teóricas e análises matemáticas. Os objetivos foram atingidos e resultados satisfatórios, porém, limitações como tempo transcorrido e amostragem reduzida não nos deixam afirmar que modelo proposto é uma estratégia eficiente.

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Bayesian factor analysis for mixed data on management studies

Albuquerque

Demo

Alfinito

et al. 2019

RAUSP

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Purpose Factor analysis is the most used tool in organizational research and its widespread use in scale validations contribute to decision-making in management. However, standard factor analysis is not always applied correctly mainly due to the misuse of ordinal data as interval data and the inadequacy of the former for classical factor analysis. The purpose of this paper is to present and apply the Bayesian factor analysis for mixed data (BFAMD) in the context of empirical using the Bayesian paradigm for the construction of scales. Design/methodology/approach Ignoring the categorical nature of some variables often used in management studies, as the popular Likert scale, may result in a model with false accuracy and possibly biased estimates. To address this issue, Quinn (2004) proposed a Bayesian factor analysis model for mixed data, which is capable of modeling ordinal (qualitative measure) and continuous data (quantitative measure) jointly and allows the inclusion of qualitative information through prior distributions for the parameters’ model. This model, adopted here, presents considering advantages and allows the estimation of the posterior distribution for the latent variables estimated, making the process of inference easier. Findings The results show that BFAMD is an effective approach for scale validation in management studies making both exploratory and confirmatory analyses possible for the estimated factors and also allowing the analysts to insert a priori information regardless of the sample size, either by using the credible intervals for Factor Loadings or by conducting specific hypotheses tests. The flexibility of the Bayesian approach presented is counterbalanced by the fact that the main estimates used in factor analysis as uniqueness and communalities commonly lose their usual interpretation due to the choice of using prior distributions. Originality/value Considering that the development of scales through factor analysis aims to contribute to appropriate decision-making in management and the increasing misuse of ordinal scales as interval in organizational studies, this proposal seems to be effective for mixed data analyses. The findings found here are not intended to be conclusive or limiting but offer a useful starting point from which further theoretical and empirical research of Bayesian factor analysis can be built.

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Customer Relationship Management Scale for the B2c Market: A Cross-Cultural Comparison

Cited by 12 publications

References 36 publications

Credibility, audacity and joy: Brand personalities that connect users to social media

Credibility, audacity and joy: Brand personalities that connect users to social media

A Análise da Implementação da Estratégia B2C em um Canal B2B: um estudo de caso da Coloplast

Bayesian factor analysis for mixed data on management studies

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