The Role of Consumer and Customer Journeys in Customer Experience Driven and Open Innovation

Kokins, Gundars; Straujuma, Anita; Lapiņa, Inga

doi:10.3390/joitmc7030185

Cited by 12 publications

(6 citation statements)

References 56 publications

(126 reference statements)

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“…With the changes that may be made in the clothing industry during the COVID-19 pandemic, the consumers may have a better experience and would lead to the intention to purchase. This would also highlight how a company would be customer-experience- driven from open innovation, similar to the study of Kokins et al [ 89 ]. This could be an advantage for building brand personality in the new normal [ 90 ], which could be a pillar of open management during the COVID-19 pandemic.…”

Section: Discussionmentioning

confidence: 56%

Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

Ong

Cleofas

Prasetyo

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

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The fashion industry has been continuously growing over the years, yet it is an industry that was greatly affected by the COVID-19 pandemic. The purpose of the study was to determine the factors affecting buying behavior of Filipinos towards clothing apparel during the COVID-19 pandemic. There were 457 respondents who voluntarily participated and answered an online questionnaire. Structural equation modeling (SEM) indicated that marketing mix was found to have significant effects on attitude, subjective norm, and perceived behavioral control, which subsequently led to purchase intention. In addition, the COVID-19 latent variable was found to have significant effects on self-perceived severity and self-efficacy, which subsequently led to attitude and purchase intention. Interestingly, marketing mix was found to have the highest effect on actual purchase, which indicated that innovation dynamics are the keys for the buying behavior. The SEM construct can be applied to determine the clothing apparel buying behaviors of consumers in other countries, particularly during the COVID-19 pandemic. Finally, advertisements, promotions, sales, and health safety should be considered as innovation dynamics during the COVID-19 pandemic.

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Section: Discussionmentioning

confidence: 56%

Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

Ong

Cleofas

Prasetyo

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

View full text Add to dashboard Cite

show abstract

“…With the changes that may be made to the apparel industry during the COVID-19 pandemic, consumers can have a better experience and will lead to intent to purchase. It will also highlight how a company will be driven by the customer experience of open innovation, in line with the study of Kokins et al (2021).…”

Section: Empowerment Societymentioning

confidence: 84%

Training and Accompaniment Innovation Product Superior and Marketing

Supheni,

Olpah,

Ambarwati

et al. 2023

EPS

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Collaboration between the Office of Cooperatives and Micro and Small Medium Enterprises (SMEs) with STIE Nganjuk and Griya Batik Sri Rahayu played a very important role in supporting the economic development of Bulu Putren, Putren Village, Nganjuk District Nganjuk Regency. Batik and eco print SMEs are currently the leading products in Bulu Putren, Putren Village, and have prospects very good. The problems main which Become inhibitor developmentof SMEs batik and eco print are in the field of human resources. Because looking for human resources that are tenacious, skilled, and following the field difficult in an era now. Solution solving problem carried out in community service, namely to fulfill the need to increase human resources, is to recruit people who are already skilled from training that has been done, besides that too can conduct independent training for prospective employees if they do not know the world of batik and eco print. Apart from that, what this community service can do is to innovate products and product diversification, provide equipment assistance that supports the production process, for product results will for sale so that more interesting, and practice development sale and promotion which is effective through offline marketing by selling at bazaar stands when there are exhibitions and can also be done online through some media social like Instagram, Facebook, and Marketplaces other. Results after training and assistance show that there are additional variations in the type of product and packaging that can be directly obtained from Upgrade sales turnover.

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“…As consumers, they start a journey together with brands that have a special meaning. The emotional charge and experience effect are high for children who associate the use and consumption of brands with happy, special or fun moments (Vargo and Lush, 2000 in Kokins et al , 2021).…”

Section: Economy Key Factor Of the 1970smentioning

confidence: 99%

Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands

Jiménez-Zarco,

Mendez-Aparicio,

Izquierdo-Yusta

2023

JHRM

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Purpose The purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades. Design/methodology/approach Considering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations. Findings The results show that the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood. Research limitations/implications Although limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation. Practical implications As a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations. Social implications From a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident. Originality/value This paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.

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The Role of Consumer and Customer Journeys in Customer Experience Driven and Open Innovation

Cited by 12 publications

References 56 publications

Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

Training and Accompaniment Innovation Product Superior and Marketing

Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands

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