The relevance of interaction choice: Customer preferences and willingness to pay

Barwitz, Niklas

doi:10.1016/j.jretconser.2019.101953

Cited by 11 publications

(4 citation statements)

References 74 publications

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“…Research on omnichannel CX in service-based organizations represents only 28% (14/50) of the included papers. Four publications focus on banking, insurance and other financial services [22,[31][32][33]. Two papers explore tourism, travel and airline industries [34,35], while others focus on education [36] or catering [9].…”

Section: What Is the General State Of The Omnichannel CX Research Field?mentioning

confidence: 99%

Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

2021

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In a highly competitive landscape, adopting an omnichannel approach might lead to a market advantage in terms of acquiring and retaining customers, as well as a means to ensure business sustainability. Omnichannel organizations situate the customer at the core of their interaction. However, research on omnichannel customer experience (CX) is still fragmented. In this paper, by adopting an integrative approach, we aim to articulate the empirical evidence around omnichannel CX and its management. Moreover, we show how research around omnichannel CX emerged from different theoretical perspectives and disciplines such as marketing, sociology and computer science. Towards this goal, we conducted a systematic literature review—with in depth analysis of 50 papers—and identified that omnichannel CX literature has engaged a number of research streams from various theoretical perspectives. Based on the research gaps, we propose an agenda for future research including topics such as (1) understanding the customer lifecycle in an omnichannel context; (2) integrating new touchpoints and channels; (3) predicting the omnichannel customer behavior; and (4) approaching omnichannel CX in service-based organizations. We conclude that adopting an omnichannel CX management approach requires the entire organization to be customer-centric while articulating interdisciplinary teams. Available studies on omnichannel CX provide the foundations for extending the knowledge on this topic and developing tools for practitioners to use in the omnichannel management assessment, operationalization, and measurement.

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Section: What Is the General State Of The Omnichannel CX Research Field?mentioning

confidence: 99%

Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

2021

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“…One way to measure preferences among customers is the utilization of conjoint analysis [16][17][18][19]. This tool is widely used in marketing and consumer research [20][21][22].…”

Section: Introductionmentioning

confidence: 99%

Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability

et al. 2021

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The COVID-19 pandemic has had a great impact on the fitness centers industry. The purpose of this study is to analyze the preference of gym-goers on fitness centers in the Philippines during the COVID-19 pandemic by utilizing a conjoint analysis approach. One thousand gym-goers voluntarily participated in this study and answered 22 queries created from the orthogonal design. The results indicated that Price was the highest attribute considered (21.59%), followed by Ventilation (17.56%), Service (16.59%), Trainer (14.63%), Payment Method (11.95%), Operating Hours (8.90%), and Login (8.70%). The results also indicated that comfort, security, and fitness center services were the main aspects that gym-goers would consider as their main preference. The study highlighted how gym-goers are sensitive to the price set by the fitness centers. Moreover, due to the COVID-19 pandemic, ventilation and size are considered highly important attributes among gym-goers. Comfort, safety, and security are the main consideration to have sustainable fitness centers during and even after the COVID-19 pandemic. The outcome of this study may benefit fitness centers and increase their business market by considering the preference of customers. Finally, the result of this study can be utilized by fitness centers to promote a generalized fitness center for gym-goers of different generations, statuses, and even socioeconomic status during and even after the COVID-19 pandemic.

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“…In general, there is a confrontation between the value of an attribute and the relative importance of the price. When the consumer compares the benefit (attribute) with the sacrifice (in general, price), the value of the attribute must be significantly higher than the value assigned to the price, which indicates that that attribute has a high estimated value for the consumer (Barwitz, 2020).…”

Section: Stage 3: Survey Designmentioning

confidence: 99%

Choice experiment to assess consumer attributes for a pharmaceutical product

Bica¹,

Martins

Belleza³

et al. 2023

IJPHM

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Purpose This study aims to identify the appropriate combination of attributes that must be present to deliver value in a new product for a pharmaceutical enterprise. Design/methodology/approach The application object was the Metronidazole analytical standard, using choice experiments to product attributes and price. Findings The practical results indicate that consumer value anticipation allows entry into the market with higher competitiveness. Originality/value Conceptually, it uses a value delivery approach, generally applied to large companies, in a case aimed at enterprises. In practice, for the enterprise studied, the value anticipation by the consumer allows entry into the market with higher competitiveness.

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The relevance of interaction choice: Customer preferences and willingness to pay

Cited by 11 publications

References 74 publications

Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda

Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability

Choice experiment to assess consumer attributes for a pharmaceutical product

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