Gen C and Gen Y:  Experience, Net emotional Value and  Net Promoter Score

Situmorang, Syafrizal Helmi

doi:10.2991/icosop-16.2017.38

Cited by 13 publications

(15 citation statements)

References 2 publications

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“…E-CRM is another critical factor, which most millennials liked. Customer experience is the way to winning the stiff competition and acting as the estimation of separation from different brands [117]. All three aspects of E-CRM, identify, acquire, and retain, were successfully used by the insurers operating digital platforms [53,54].…”

Section: Discussion Implications and Suggestions For Future Researchmentioning

confidence: 99%

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Dash

Chakraborty

2021

Sustainability

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This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

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Section: Discussion Implications and Suggestions For Future Researchmentioning

confidence: 99%

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Dash

Chakraborty

2021

Sustainability

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“…The NPS was found to vary based on the age of the respondent. Market research (Medallia, 2016) and academic (Kasch, 2016; Situmorang, 2017) projects have found that Millennials tend to provide a lower score compared with Non-Millennials. Eskildsen and Kristensen (2011) found that gender also influenced how customers responded to the NPS question.…”

Section: Challenges With the Npsmentioning

confidence: 99%

Does the NPS^®reflect consumer sentiment? A qualitative examination of the NPS using a sentiment analysis approach

Lewis

Mehmet

2019

International Journal of Market Research

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The Net Promoter Score (NPS®) is extensively used as a key performance indicator in practice. Although the scale was initially considered to be a predictor of growth, the literature has disproved this assertion. Despite this, it is argued here that the NPS could be used as a measure of brand health if it provided an effective representation of consumer sentiment toward the brand. This research took a respondent perspective to examine if the NPS effectively captured the consumer’s sentiment. Using a questionnaire design, participants were asked to provide a response on an NPS scale, followed by which they were asked to explain why they gave that score. Therein, a sentiment analysis approach was applied and the open-ended responses were coded based on the type and strength of the attitude. The results indicate that at an overall level, the NPS captures the sentiment participants feel toward a brand. However, caution should be used when classifying participants into detractors, passives, and promoters.

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“…Location-based social media are used by tourists because of the need for information and connectivity – for instance, looking up maps, places to eat, tourism recommendations and shopping centres on the go, in addition to games, social media sites and apps for entertainment or to share experiences and recommendations (word-of-mouth) with others while within the tourism context (Tussyadiah, 2012; Romero, 2018). Recommendations are frequently shared by consumers in the moment, through location-based marketing (Situmorang et al , 2017), therefore, can be beneficial for service customer experience, but greater understanding relating to impact on the customer experience is necessary. Social media has been concluded to have a positive relationship with engagement, increasing social capital, civic engagement and political participation, although there is also evidence of negative use of the internet for recreational purposes (Skoric et al , 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

The impact of social media use on customer experiences within physical service environments

Johns

Walsh

Dale

2023

JSM

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Purpose To understand the impact of mobile social media use on absorption within the customer experience, and overall engagement with the physical service context, a qualitative research study was undertaken. In particular, this study aims to understand the impact of mobile technology use on service engagement by tourists. Design/methodology/approach In this study, two groups of tourists were sent to a zoo wildlife lodge for one night. Half the group were permitted to use social media during their stay while the other half were instructed to refrain from actively using their social media accounts for the duration of their visit. The following day, in-depth qualitative interviews were conducted with each couple to explore how the use of social media or refraining from social media use impacted on their absorption within the service customer experience. Findings The findings suggest that engagement with their physical surroundings and the overall customer experience was increased when refraining from social media; however, respondents marketed the tourism provider enthusiastically when using mobile social media during their stay, compared with the group that was not using social media during the stay. Research limitations/implications Despite a relatively small sample, a series of recommendations for service researchers and service providers have been generated through this research. For example, the methodology used can provide new ideas for researchers seeking to explore service customer experiences and engagement with the physical context. Service providers can also use recommendations around device free days to provide more immersive service customer experiences. Originality/value Research within marketing typically does not use quasi-experimental design or paired interviews, as used in this study. Furthermore, the understanding of the impact of mobile social media use on engagement with a physical service environment has received very little attention in the academic literature.

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Gen C and Gen Y: Experience, Net emotional Value and Net Promoter Score

Cited by 13 publications

References 2 publications

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Does the NPS^®reflect consumer sentiment? A qualitative examination of the NPS using a sentiment analysis approach

The impact of social media use on customer experiences within physical service environments

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Gen C and Gen Y: Experience, Net emotional Value and Net Promoter Score

Cited by 13 publications

References 2 publications

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Does the NPS®reflect consumer sentiment? A qualitative examination of the NPS using a sentiment analysis approach

The impact of social media use on customer experiences within physical service environments

Contact Info

Product

Resources

About

Does the NPS^®reflect consumer sentiment? A qualitative examination of the NPS using a sentiment analysis approach