Chenxiang Qian, Chih-Fu Wu, Zhenbo Zhang and Hsin-Yu Huang
The purpose of this paper is to explore current marketing communication mixes (MCMs) in two industries, electronics home appliance stores (face-to-face interaction) and remote…
Abstract
Purpose
The purpose of this paper is to explore current marketing communication mixes (MCMs) in two industries, electronics home appliance stores (face-to-face interaction) and remote care (interface-mediated interaction), to propose marketing strategies from the perspective of service design and determine the relationships between service interaction patterns and MCMs in the pre-service phase.
Design/methodology/approach
Six industry experts in marketing were interviewed through semi-structured interviews, the topic of which focused on the details of five MCMs and their correlations were analyzed using a customer journey maps. Finally, the MCMs were further explored to verify differences in attractiveness to customers, respectively.
Findings
The result showed that the most attractive activity for the electronics home appliance stores customer is the promotion. And the four face-to-face service interaction patterns and MCMs exhibited a low correlation. In addition, the customers of remote care service argued that the personnel selling was the most attractive MCMs to them. For customers who utilize smart devices to communicate with advertisement exhibited the highest correlation coefficient.
Research limitations/implications
The limitation of this study is that the research only conducts interview research on two service industries.
Practical implications
This study was expected to develop improved marketing communication strategies to remedy the sales predicament induced by virtual channels and to increase people’s acceptance of remote care service.
Originality/value
The value of this paper is to analyze the correlation and difference of MCMs and service interaction patterns between electronics home appliance stores and remote care, and propose a structural model of MCMs for two different industries.
Details
Keywords
Lung Hung Chen, Mei-Yen Chen, Yun-Ci Ye, I-Wu Tung, Chih-Fu Cheng and Shen Tung
The aim of this study was to integrate the hierarchical model of the perceived service quality (PSQ) theory with the bottom-up theory of satisfaction. It was hypothesised that…
Abstract
The aim of this study was to integrate the hierarchical model of the perceived service quality (PSQ) theory with the bottom-up theory of satisfaction. It was hypothesised that satisfaction with sporting events would mediate the relationship between PSQ and life satisfaction. Study 1 was conducted to translate the Perceived Service Quality questionnaire (PSQQ) (Brady & Cronin, 2011) into Chinese and to validate it for sporting events. Study 2 was conducted to examine the main hypothesis. The results indicated that satisfaction-withevent partially mediated the relationship between PSQ and life satisfaction. The results are discussed in terms of both the examined theories.
Details
Keywords
Taiwan serves as a case study to investigate the association between the expansion and reform of higher education and the growth of science production. More specifically, what…
Abstract
Purpose
Taiwan serves as a case study to investigate the association between the expansion and reform of higher education and the growth of science production. More specifically, what driving forces facilitated the growth of science production in different types of Taiwanese universities and other sectors, from 1980 to 2011.
Design
The contribution charts differential contributions to overall production. Taiwanese data from Thomson Reuters’ Science Citation Index Expanded (SCIE) is analyzed to show the expansion of the higher education system and its relationship to the production of science. The author uses sociological organization theories to facilitate our understanding of how and why the landscape of science production changed.
Findings
Results show that the growth of science production is associated with processes of isomorphism and competition within the higher education system. Findings also suggest that universities quickly seized upon external opportunities and turned themselves into what is known as the “knowledge conglomerate.” Unique organizational features bolster universities’ position as the driving force behind advancing national innovation.
Originality/value
This study extends previous research by examining multiple sectors of higher education, using longitudinal and recent data, and highlighting themes that have been ignored or overlooked, such as competition and collaboration among universities and industry partners.