مقاله انگلیسی رهاسازی قدرت بازاریابی: درک ارتباط بین معیارهای ذهن مشتری، رفتار و سودآوری

20 شهریور 1397 | 10:10

مقاله انگلیسی رهاسازی قدرت بازاریابی: درک ارتباط بین معیارهای ذهن مشتری، رفتار و سودآوری
عنوان فارسی مقاله: رهاسازی قدرت بازاریابی: درک ارتباط بین معیارهای ذهن مشتری، رفتار و سودآوری
عنوان انگلیسی مقاله: Unlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitability
مجله/کنفرانس: Journal of the Academy of Marketing Science
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: مدیریت بازرگانی، بازاریابی
کلمات کلیدی انگلیسی: Customer mindset metrics; Satisfaction; Service quality; Loyalty intentions; Customer behavior; Customer profitability
نوع نگارش مقاله: پژوهشی - research
نمایه: scopus - master journals - JCR
DOI: doi.org/10.1007/s11747-017-0554-5
ناشر: Springer
نوع ارائه مقاله: ژورنالی
نوع مقاله: ISI
مقاله بیس: ✔️
سال انتشار مقاله: 2018
ایمپکت فاکتور(IF): 8.488(2017)
شاخص H_index: 139
SJR: 4.614
شناسه ISSN: 0092-0703
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 24
کد محصول: EN65
فهرست انگلیسی مطالب
Abstract

Theoretical foundations
-Impact of CMMs on behavior
-Impact of CMMs on performance

Conceptual framework and model development
-Behavioral effect
-Marketing effectiveness effect
-Marketing efficiency effect

Methodology
-Modeling challenges
-Modeling steps

Empirical application
-Data
-Variable selection and operationalization

Study findings
-Overall model fit
-Mindset results by model
-The impact of CMMs on profitability: two applications of our framework

Discussion
-Theoretical implications: CMMs as an integral part of the customer profitability model
-Managerial implications: managing customers for profit based on mindsets
-Limitations and future research

References
نمونه متن انگلیسی
Abstract

Recent evidence about the central role played by perceptual constructs in driving performance outcomes has produced a renewed interest in studying customer mindset metrics (CMMs; e.g., satisfaction, service quality, and loyalty intentions). However, we still lack a proper understanding of how (i.e., process) and to what extent (i.e., magnitude) these CMMs ultimately translate into profitability at the customer level. In this study, we integrate CMMs into an individual-level framework of customer behavior and profitability and provide a conceptual understanding of the process through which these metrics influence customer profitability. Specifically, we propose three mechanisms through which CMMs affect customer behavior and profitability: behavioral effect, marketing effectiveness effect, and marketing efficiency effect. We empirically test this framework across two distinct contexts, a B2B high-tech firm and a B2C telecommunications firm. The results demonstrate that these unobservable CMMs have a significant and multi-dimensional impact on customer behavior and customer profitability. Furthermore, we compute the increases in customer behavior and customer profitability that each firm can expect due to increases in CMMs to help firms improve resource allocation and make better decisions about how much (and when) to invest in CMMs.
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