Acceleration of the Customer Education Paradox by a Smartphone
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This paper primarily intends to explore whether smartphones accelerate the customer education paradox. Smartphone usage is becoming a mainstream habit, and it is changing people’s shopping experience and conventional practices, hence presenting new challenges to the market. A smartphone affects customers strongly when they are trying to choose a product/service among a variety of options, and making purchase decisions. With smartphones bringing such changes and challenges to the market, especially to the companies and stores, it is important to understand market trends in order to retain the loyalty of existing customers as well as to attract new buyers. Therefore, companies and stores should offer enhanced and better technical service quality, along with the use of tools such as QR codes. Further, mobile based websites would offer a suitable approach in assisting customers using smartphones to obtain better information of greater value. The results of this study imply that there is an opportunity for organizations to design various methods of imparting customer education by using smartphones, such as loading applications on a smartphone that lead to more information with good quality and present real benefits regarding the products/services.
Abstract
This paper primarily intends to explore whether smartphones accelerate the customer education paradox. Smartphone usage is becoming a mainstream habit, and it is changing people’s shopping experience and conventional practices, hence presenting new challenges to the market. A smartphone affects customers strongly when they are trying to choose a product/service among a variety of options, and making purchase decisions. With smartphones bringing such changes and challenges to the market, especially to the companies and stores, it is important to understand market trends in order to retain the loyalty of existing customers as well as to attract new buyers. Therefore, companies and stores should offer enhanced and better technical service quality, along with the use of tools such as QR codes. Further, mobile based websites would offer a suitable approach in assisting customers using smartphones to obtain better information of greater value. The results of this study imply that there is an opportunity for organizations to design various methods of imparting customer education by using smartphones, such as loading applications on a smartphone that lead to more information with good quality and present real benefits regarding the products/services.
참고문헌 (40)
- Valarie A. Zeithaml, "Delivering quality service: Balancing customer perceptions and expectations" (1990), Simon and Schuster
- Lengnick-Hall, "Customer contributions to quality: a different view of the customer-oriented firm", Academy of Management Review, 21(3), pp.791~824 (1996)
- Coimbatore K. Prahalad, "Co-opting customer competence", Harvard business review, 78(1), pp.79~90 (2000)
- Aaron Baar, "New To Macy's Spring Lineup: Custom QR Codes", Media Post Marketing Daily, ~ (2011)
- U.S. Smartphone Penetration and Projections, "The Nielsen Company", ~ (2010)
- Kevin Mason, "Product experience and consumer product attribute inference accuracy", Journal of Consumer Marketing, 15(4), pp.343~357 (1998)
- Andreas B. Eisingerich, "Perceived Service Quality and Customer Trust Does Enhancing Customers' Service Knowledge Matter", Journal of Service Research, 10(3), pp.256~268 (2008)
- Praveen R. Nayyar, "Information asymmetries: A source of competitive advantage for diversified service firms", Strategic Management Journal, 11(7), pp.513~519 (1990)
- Carrie M. Heilman, "The evolution of brand preferences and choice behaviors of consumers new to a market", Journal of Marketing Research, 37(2), pp.139~155 (2000)
- US, BNET, "An overview of online education: Attractiveness, benefits, challenges, concerns and recommendations" (2008)
- Simon J. Bell, "The paradox of customer education: customer expertise and loyalty in the financial services industry", European Journal of Marketing, 41(5-6), pp.466~486 (2007)
- Merrie Brucks, "The effects of product class knowledge on information search behavior", Journal of consumer research, pp.1~16 (1985)
- Joseph W. Alba, "Knowledge calibration: What consumers know and what they think they know", Journal of Consumer Research, 27(2), pp.123~156 (2000)
- Joseph W. Alba, "Dimensions of consumer expertise", Journal of Consumer Research, pp.411~454 (1987)
- James E. Bailey, "Development of a tool for measuring and analyzing computer user satisfaction", Management science, 29(5), pp.530~545 (1983)
- Andreas I. Nicolaou, "Perceived information quality in data exchanges: Effects on risk, trust, and intention to use", Information Systems Research, 17(4), pp.332~351 (2006)
- Amy Wong, "Service quality and customer loyalty perspectives on two levels of retail relationships", Journal of Services Marketing, 17(5), pp.495~513 (2003)
- Matthew Wamsley Bovee, "Information quality: A conceptual framework and empirical validation" (2004)
- Alan S. Dick, "Customer loyalty: toward an integrated conceptual framework", Journal of the Academy of Marketing Science, 22(2), pp.99~113 (1994)
- John T. Bowe, "Loyalty: A strategic commitment", Cornell Hotel and Restaurant Administration Quarterly, 39(1), pp.12~25 (1998)
- James R. Bettman, "Memory factors in consumer choice: A review", The Journal of Marketing, pp.37~53 (1979)
- Margaret Atherton, "Consumer education: learning for life", Consumer Policy Review, 8, pp.127~131 (1998)
- Dale L. Goodhue, "Understanding user evaluations of information systems", Management Science, 41(12), pp.1827~1844 (1995)
- Mei Xue, "Customer Efficiency Concept and Its Impact on E-Business Management", Journal of Service Research, 4(4), pp.253~267 (2002)
- Dale Fodness, "From customer to competitor: consumer cooption in the service sector", Journal of Services Marketing, 7(3), pp.18~25 (1993)
- Neeru Sharma, "Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services", International Journal of Service Industry Management, 11(5), pp.470~490 (2000)
- Theodore Levitt, "Marketing success through differentiation-of anything", Graduate School of Business Administration, pp.1980
- Thomas A. Burnham, "Consumer switching costs: a typology, antecedents, and consequences", Journal of the Academy of Marketing Science, 31(2), pp.109~126 (2003)
- Christian Grönroos, "Strategic management and marketing in the service sector" (1983), Marketing Science Institute
- Lawrence A. Crosby, "Relationship quality in services selling: an interpersonal influence perspective", The Journal of Marketing, pp.68~82 (1990)
- Kevin Mason, "Product experience and consumer product attribute inference accuracy", Journal of Consumer Marketing, 15(4), pp.343~357 (1998)
- Sridhar Moorthy, "Consumer information search revisited: Theory and empirical analysis", Journal of Consumer Research, pp.263~277 (1997)
- Carrie M. Heilman, "The evolution of brand preferences and choice behaviors of consumers new to a market", Journal of Marketing Research, 37(2), pp.139~155 (2000)
- William J. Doll, "A confirmatory factor analysis of the enduser computing satisfaction instrument", Mis Quarterly, pp.453~461 (1994)
- James E. Bailey, "Development of a tool for measuring and analyzing computer user satisfaction", Management science, 29(5), pp.530~545 (1983)
- Claes Fornell, "Partial least squares", Advanced Methods of Marketing Research, 407, pp.52~78 (1994)
- Hennig-Thurau, Thorsten, "The differing roles of success drivers across sequential channels: An application to the motion picture industry", Journal of the Academy of Marketing Science, 34(4), pp.559~575 (2006)
- Wynne W. Chin, "The partial least squares approach to structural equation modeling", Modern Methods for Business Research, 295(2), pp.295~336 (1998)
- J. Chris White, "Market situation interpretation and response: the role of cognitive style, organizational culture, and information use", Journal of Marketing, 67(3), pp.63~79 (2003)
- Claes Fornell, "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, pp.39~50 (1981)