Online customer service and retail type-product congruence

Suryandari, Retno Tanding; Paswan, Audhesh K.

doi:10.1016/j.jretconser.2013.08.004

Cited by 21 publications

(12 citation statements)

References 56 publications

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“…In addition to customer derived benefits, the importance of developing quality relationships with customers has never been more important in retailing. The retail sector landscape has changed with a growing, albeit at a slowing pace, presence of online retailing (Suryandari and Paswan, 2014). With the emergence of this new channel, customer relationship maintenance and loyalty has the potential to become problematic, given that after viewing at a store, customers have the option to buy online, often at a cheaper price.…”

mentioning

confidence: 99%

Enhancing customer relationships with retail service brands

King

Sparks

et al. 2016

Journal of Service Management

140

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Purpose The concept of customer engagement has emerged as an important indicator of customer- brand relationship strength. However, limited research exists to provide insight into how customer engagement enhances the effectiveness of building such a relationship in retail services. This study extends the current understanding of customer engagement through examination of its role in the development of customer-brand relationship quality. Design/methodology/approach To test the hypotheses contained in the proposed conceptual model, we used a quantitative method that included a survey questionnaire to measure customers’ perceptions with respect to the constructs of interest. Specifically, two studies were conducted in Australia. Study 1 was intended to empirically test the theoretical relationships among the constructs, while Study 2 aimed to replicate the proposed model with a different sample to enhance external validity. Findings In two separate studies, the results of a structural model show that the emerging concept of customer engagement plays a significant role in building customer-brand relationship quality and, subsequently, customer loyalty toward the retail brand. Research limitations/implications This study focuses on retail store brands only and used a cross-sectional design, which does not involve examination of cause and effect relationships. Practical implications From a practical point of view, the findings suggest that marketers should actively embrace strategies to foster customer engagement to enhance brand relationship quality, and ultimately, forming a loyal customer-brand relationship. Originality/value The study makes an original contribution to the retail services literature by empirically demonstrating the relevance of customer engagement in both customer relationship management as well as brand management.

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mentioning

confidence: 99%

Enhancing customer relationships with retail service brands

King

Sparks

et al. 2016

Journal of Service Management

140

View full text Add to dashboard Cite

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“…Similarly, as expected, product presentation in a congruent environment, led to a more positive affective response (p< .001). This is aligned with Suryandari & Paswan's (2014) study that revealed users show more positive purchase behavior in a congruent shopping environment. However, they studied consumers' behavior in the context of online shopping.…”

Section: 2 Environment Congruencesupporting

confidence: 89%

“…Meaningful overall impression leads to a deeper level of product perception. In fact, a congruence between perception of promotional environment and a mental image when stored in user minds, increases product and brand familiarity, acceptability, and approach response (Fiore, Yah, & Yoh, 2000) Environment congruence has been used to explain how users prefer to shop at certain retail stores (Suryandari & Paswan, 2014). Fiore et al (2000) posit that congruity happens between environment and mental representation of the object in the user mind.…”

Section: Environmental Congruencementioning

confidence: 99%

“…Borrowing from environmental psychology,Donovan and Rossiter (1982) studied two dimensions of user's affective responses (emotional pleasure, and emotional arousal) in the retail environments. In a relevant study,Suryandari and Paswan (2014) examined the positive effect of congruence between online store environment and product on user's behavioral response in an online shopping context. But, in the context of online shopping with emerging technologies, there is a lack of research that investigates the influence of product display congruence on user affective responses.…”

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confidence: 99%

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Examining the impact of design variables and media richness on responses to product design

Naderi¹

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This study makes examines the influence of product design cues, environment congruence, and media richness on users' cognitive and affective responses to product design. These three factors were systematically manipulated in a 2x2x2 full-factorial experiment. A sample of 181 participants was used to test the study hypotheses. This study employed a between-subject design, and participants were randomly assigned to one of the eight experimental conditions. The results from statistical analysis of covariance (ANCOVA) revealed the influence of product design cues, environment congruence, and media richness on cognitive and affective responses. The results of this study revealed that higher quality of product design and environment congruence did lead to a more positive aesthetic and affective response. In addition, the results showed a significant two-way interaction between environmental congruence and design cues for perceived aesthetic. Results however, didn't show a significant influence of design cues and environment congruence on perceived usefulness and perceived ease of-use. Moreover, it was confirmed that media richness significantly predicted the perceived ease-of-use, although no statistical significance was found for perceived aesthetic and perceived usefulness. This study has practical implications across various domains including product design, marketing and retail merchandising, and communication and media studies.

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“…As the volume of consumers using the online channel continues to grow (Campbell et al, 2014;Suryandari and Paswan, 2014), online consumer demographic, psychographic and behavioural characteristics have become increasingly diversified (Lee and Ma, 2012). Subsequently, in order to better understand and exploit the channel, research attention has focused on segmentation of the online consumer market (Barnes et al, 2007).…”

Section: Market Segmentationmentioning

confidence: 99%

Developing a motivation-based segmentation typology of Facebook users

Shao

Ross

Grace

2015

Marketing Intelligence &Amp; Planning

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Purpose – The purpose of this paper is to demonstrate the importance of user-motivation as well as demographics in developing an effective segmentation strategy of Facebook users. Additionally, the paper seeks to add validity to the scale developed by Park et al. (2009) by using a full spectrum of Facebook users. Design/methodology/approach – A self-administered survey was employed to explore access motivations, frequency and session duration of Facebook users. The survey was e-mailed to 2,129 potential respondents with 530 valid responses received. Data were initially analysed by hierarchical cluster analysis to develop the cluster solution. Cluster means were then used as cluster centres for a K-means cluster analysis for all cases. The relationship between the clusters and Facebook activity variables was investigated through ANOVA while independent samples t-tests were employed to analyse the relationship between motivations and demographics. Lastly χ2-tests were used to explore the relationship between Facebook user segments and demographics. Findings – The results indicate four distinct types of Facebook users: Devotee, Agnostic, Socializer and Finder. Devotees were highly positive about Facebook use while Agnostics were least motivated to use Facebook. Socializers were motivated to use Facebook for socializing and entertainment while Finders were motivated to use Facebook for information seeking. These four distinct groups are validated by examining their individual behaviour regarding frequency of access to Facebook and the average amount of time spent on Facebook per visit. Demographic variables such as gender and age were found to be significantly related to Facebook user-motivation and segmentation. Practical implications – For marketers who communicate with market segments via social media, the findings of this study are highly significant. To date, marketers have found it difficult to fully exploit the benefits of Facebook. The authors argue this is due to a tendency to consider Facebook users as a single segment rather than understanding the nuances of different user segments. This research provides marketers with a motivation and demographic segmentation strategy for Facebook users. Originality/value – Despite the popularity of Facebook as a communication channel, from a marketing perspective little is known regarding Facebook user segments. This research addresses this gap by undertaking a segmentation study of Facebook users. A segmentation typology is developed in which both Facebook user motivations as well as demographic variables are found to be useful in describing user segments. Additionally, the study makes important theoretical contributions by extending uses and gratifications theory to the Facebook context and adding validity to the scale developed by Park et al. (2009) for use with the full spectrum of Facebook users.

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Online customer service and retail type-product congruence

Cited by 21 publications

References 56 publications

Enhancing customer relationships with retail service brands

Enhancing customer relationships with retail service brands

Examining the impact of design variables and media richness on responses to product design

Developing a motivation-based segmentation typology of Facebook users

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