The Impact of Perceived Advertising Creativity on Behavioural Intentions and Quality Perceptions in Mass Customization

Abstract

This is the first article to study the influence of perceived advertising creativity on behavioural intentions and perceived product quality in mass customization. Through an online survey, 300 Saudi participants evaluated one of three fictitious miadidas sneakers advertisements, which were manipulated through the use of different product configurations. These product configurations had different levels of perceived creativity, which consequently influenced the perceived advertising creativity of the overall advertisement. The results show that perceived advertising creativity is an excellent predictor for behavioural intentions such as the customer's willingness to visit the advertiser's website and to try out customizing the product using a web-based sales-configurator. The more creative the advertisement is perceived by the customer, the higher is his or her behavioural intention. In contrast, the correlation between perceived advertising creativity and perceived product quality is weak and negative.

Exploring Customer Journeys in the Context of Dentistry: A Case Study

“…Touchpoints are defined as “distinct points in the experience of contacts between the company and the customer”, and they include “cognitive, emotional, behavioral, sensorial, and social components” [ 40 ]. Thus, touchpoints are crucial for reaching customers, captivating and drawing them close to a business.…”

Touchpoints

“…Touchpoints are interactions that alter how customers feel about a product, brand, business, or service 13-18 . Touchpoints are distinct points of company-customer experience, each experienced positively or negatively 15 .…”

“…Touchpoints are interactions that alter how customers feel about a product, brand, business, or service 13-18 . Touchpoints are distinct points of company-customer experience, each experienced positively or negatively 15 . Among 48 touchpoints, human interaction scores the highest in improving satisfaction, and the 2nd most crucial touchpoint is service 15 .…”

“…Touchpoints are distinct points of company-customer experience, each experienced positively or negatively 15 . Among 48 touchpoints, human interaction scores the highest in improving satisfaction, and the 2nd most crucial touchpoint is service 15 . Customer satisfaction is essential as a retention goal, as customers with negative experiences are likely to leave a company, sharing negative perceptions with others 15 .…”

“…Among 48 touchpoints, human interaction scores the highest in improving satisfaction, and the 2nd most crucial touchpoint is service 15 . Customer satisfaction is essential as a retention goal, as customers with negative experiences are likely to leave a company, sharing negative perceptions with others 15 . With increasing focus on internal marketing in the business world over the past decade, treating employees as customers is natural 16 .…”