Search results

1 – 8 of 8
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 16 July 2020

Karim Sidaoui, Matti Jaakkola and Jamie Burton

While customer experience (CE) is recognized as a critical determinant of business success, both academics and managers are yet to find a means to gain a comprehensive…

8301

Abstract

Purpose

While customer experience (CE) is recognized as a critical determinant of business success, both academics and managers are yet to find a means to gain a comprehensive understanding of CE cost-effectively. The authors argue that the application of relevant AI technology could help address this challenge. Employing interactively prompted narrative storytelling, and the authors investigate the effectiveness of sentiment analysis (SA) on extracting valuable CE insights from primary qualitative data generated via chatbot interviews.

Design/methodology/approach

Drawing on a granular and semantically clear framework for studying CE feelings, an artificial intelligence (AI) augmented chatbot was designed. The chatbot interviewed a crowdsourced sample of consumers about their recalled service experience feelings. By combining free-text and closed-ended questions, the authors were able to compare extracted sentiment polarities against established measurement scales and empirically validate our novel approach.

Findings

The authors demonstrate that SA can effectively extract CE feelings from primary chatbot data. This findings also suggest that further enhancement in accuracy can be achieved via improvements in the interplay between the chatbot interviewer and SA extraction algorithms.

Research limitations/implications

The proposed customer-centric approach can help service companies to study and better understand CE feelings in a cost-effective and scalable manner. The AI-augmented chatbots can also help companies to foster immersive and engaging relationships with customers. This study focuses on feelings, warranting further research on AI's value in studying other CE elements.

Originality/value

The unique inquisitive role of AI-infused chatbots in conducting interviews and analyzing data in realtime, offers considerable potential for studying CE and other subjective constructs.

Details

Journal of Service Management, vol. 31 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

Available. Content available
Article
Publication date: 14 November 2016

John M. Rudd, Matti Jaakkola and Greg W. Marshall

1644

Abstract

Details

European Journal of Marketing, vol. 50 no. 12
Type: Research Article
ISSN: 0309-0566

Access Restricted. View access options
Article
Publication date: 1 April 2014

Juho-Petteri Huhtala, Antti Sihvonen, Johanna Frösén, Matti Jaakkola and Henrikki Tikkanen

– The paper aims to examine the role of market orientation (MO) and innovation capability in determining business performance during an economic upturn and downturn.

3279

Abstract

Purpose

The paper aims to examine the role of market orientation (MO) and innovation capability in determining business performance during an economic upturn and downturn.

Design/methodology/approach

The data comprise two national-level surveys conducted in Finland in 2008, representing an economic boom, and in 2010 when the global economic crisis had hit the Finnish market. Partial least square path analysis is used to test the potential mediating effect of innovation capability on the relationship between MO and business performance during economic boom and bust.

Findings

The results show that innovation capability fully mediates the performance effects of a MO during an economic upturn, whereas the mediation is only partial during a downturn. Innovation capability also mediates the relationship between a customer orientation and business performance during an upturn, whereas the mediating effect culminates in a competitor orientation during a downturn. Thus, the role of innovation capability as a mediator between the individual market-orientation components varies along the business cycle.

Originality/value

This paper is one of the first studies that empirically examine the impact of the economic cycle on the relationship between strategic marketing concepts, such as MO or innovation capability, and the firm's business performance.

Details

Baltic Journal of Management, vol. 9 no. 2
Type: Research Article
ISSN: 1746-5265

Keywords

Access Restricted. View access options
Article
Publication date: 24 May 2013

Johanna Frösén, Henrikki Tikkanen, Matti Jaakkola and Antti Vassinen

This study provides empirical evidence for the contextuality of marketing performance assessment (MPA) systems. It aims to introduce a taxonomical classification of MPA profiles…

4526

Abstract

Purpose

This study provides empirical evidence for the contextuality of marketing performance assessment (MPA) systems. It aims to introduce a taxonomical classification of MPA profiles based on the relative emphasis placed on different dimensions of marketing performance in different companies and business contexts.

Design/methodology/approach

The data used in this study (n=1,157) were collected using a web‐based questionnaire, targeted to top managers in Finnish companies. Two multivariate data analysis techniques were used to address the research questions. First, dimensions of marketing performance underlying the current MPA systems were identified through factor analysis. Second, a taxonomy of different profiles of marketing performance measurement was created by clustering respondents based on the relative emphasis placed on the dimensions and characterizing them vis‐á‐vis contextual factors.

Findings

The study identifies nine broad dimensions of marketing performance that underlie the MPA systems in use and five MPA profiles typical of companies of varying sizes in varying industries, market life cycle stages, and competitive positions associated with varying levels of market orientation and business performance. The findings support the previously conceptual notion of contextuality in MPA and provide empirical evidence for the factors that affect MPA systems in practice.

Originality/value

The paper presents the first field study of current MPA systems focusing on combinations of metrics in use. The findings of the study provide empirical support for the contextuality of MPA and form a classification of existing contextual systems suitable for benchmarking purposes. Limited evidence for performance differences between MPA profiles is also provided.

Details

European Journal of Marketing, vol. 47 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Content available
Article
Publication date: 26 October 2012

345

Abstract

Details

International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

Access Restricted. View access options
Article
Publication date: 12 June 2020

Matti Haverila, Kai Christian Haverila and Caitlin McLaughlin

This paper aims to use a unique statistical analysis tool to examine the importance and performance of critical brand community constructs and indicators to make concrete…

341

Abstract

Purpose

This paper aims to use a unique statistical analysis tool to examine the importance and performance of critical brand community constructs and indicators to make concrete recommendations for brand community managers going forward.

Design/methodology/approach

An online survey was used to gather 501 responses from North American members of the Qualtrics panel. The data was analyzed with partial least squares (PLS) modeling software SmartPLS and neural networks available in statistical software JMP by SAS.

Findings

Using the brand community motives by Madupy and Cooley (2010), the results of this paper indicated that there was significant room for improvement in customer engagement. Based on further analysis, entertainment and identification with the brand community were the most important constructs in driving community engagement so that the identification construct received a “do better” ruling meaning that the improvement of the indentification construct score would enhance significantly the score of the target construct engagement score.

Originality/value

For brand community managers, it is important to know the true importance of the critical brand community constructs and indicators, along with an assessment of current performance. This helps to increase satisfaction and relationship quality among brand community members. The current study uses unique statistical analysis tools to make such concrete recommendations.

Access Restricted. View access options
Book part
Publication date: 14 March 2022

Anna Karhu, Elina Pelto and Lauri-Matti Palmunen

Retailing has developed from independent merchants to multinational giants operating through global value chains, which has profoundly shaped consumption patterns in Western

Abstract

Retailing has developed from independent merchants to multinational giants operating through global value chains, which has profoundly shaped consumption patterns in Western economies. This constant development currently consists of three global-scale change trajectories – climate change, online consumption, and technological development – that affect the retail industry. Based on this, this chapter concentrates on connecting the development paths of consumption and retailing and identifies various factors that affect the future of international retailing. The authors analyze the changes in institutional logics of international retailing by mapping the past, present, and future of the retail industry and consumption using content analysis of secondary data. The authors pay special attention to the effect of the current Covid-19 crisis on the future development of the retail industry. In the findings of this chapter, the authors recognize institutional logics changes in organizing the position of retailing as a connector of customers and producers, and the authors suggest blockchain to be an emerging new institutional order.

Details

International Business in Times of Crisis: Tribute Volume to Geoffrey Jones
Type: Book
ISBN: 978-1-80262-164-8

Keywords

Access Restricted. View access options
Article
Publication date: 7 July 2021

Xiaohua Xin, Xiaoming Miao, Qian Chen and Tiantian Shang

Despite the fact that user participation (UP) has been highlighted as an important aspect in innovation, previous findings on its relationship with service innovation performance…

1044

Abstract

Purpose

Despite the fact that user participation (UP) has been highlighted as an important aspect in innovation, previous findings on its relationship with service innovation performance (SIP) are inconsistent. This study aims to investigate the relationships among UP, knowledge management capability (KMC) and SIP, especially in the digital age, inspired by the theories of knowledge-based and absorptive capacity.

Design/methodology/approach

Based on a sample of 252 Chinese e-commerce enterprises, this study adopts a hierarchical regression analysis and bootstrap method to test the theoretical framework and research hypotheses.

Findings

UP and KMC have positive effects on SIP, respectively. KMC plays a mediating role in the effect of UP on SIP. Furthermore, the intermediary role of KMC varies in different sub-paths between UP and SIP.

Originality/value

First, this study provides some explanations for inconsistent arguments on the relationship between UP and service innovation. Second, with the consideration of specific dimensions of UP and SIP, the mediation role of KMC varies in different sub-paths has been recognized, which provides a deeper understanding of the relationship between UP and SIP. Third, this study opens the discussion about how to realize SIP more effectively in the digital age, advancing theoretical and practical developments on service innovation.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 8 of 8
Per page
102050