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Article
Publication date: 6 September 2018

Michele Gorgoglione and Umberto Panniello

The purpose of this paper is to demonstrate that a deeper analysis of customer experience (CE) can identify idiosyncratic and critical perceptions in the experiences of groups of…

880

Abstract

Purpose

The purpose of this paper is to demonstrate that a deeper analysis of customer experience (CE) can identify idiosyncratic and critical perceptions in the experiences of groups of customers.

Design/methodology/approach

The methodology that the authors used is made of three main steps: segmentation analysis, profiling and identification of idiosyncratic clusters’ profiles (i.e. those with a CE perception different respect to the whole sample) and among these idiosyncratic clusters, identification of those that may be critical for the business.

Findings

The authors identified clusters of customers showing significant differences in their perceived experience with respect to the holistic CE model. Nevertheless, a sample of bank managers assessed three cluster profiles among them to be critical signals a company. The identification of these idiosyncratic patterns provides managers with interesting additional insights that would be hidden in a holistic CE model.

Practical implications

Managers can gain valuable insights of CE from this analysis that should be added to those coming from an holistic CE model.

Originality/value

This paper contributes to the scientific research in that it extends the knowledge about CE by showing how personal factors can be identified and how drawing additional managerial insights.

Details

International Journal of Bank Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 3 February 2023

Amelia Manuti, Viviana Martiradonna, Umberto Panniello and Michele Gorgoglione

This study investigated how consumers' confidence in medicine and health information seeking and usage could be related to purchase intentions and satisfaction.

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Abstract

Purpose

This study investigated how consumers' confidence in medicine and health information seeking and usage could be related to purchase intentions and satisfaction.

Design/methodology/approach

A panel of 18 food supplements consumers were interviewed using soft laddering. Qualitative data were coded and used to develop a structured survey. Participants (N = 363) were recruited on a voluntary basis among the customers of an Italian company in this sector. Hypotheses were tested by linear regressions and generalized models.

Findings

Results showed that consumers' confidence in medicine interacted with health information seeking and usage influencing both purchase intention and satisfaction. Consumers with high confidence behave differently from those with low confidence.

Research limitations/implications

The authors used a sample based on one company's customer base.

Practical implications

Companies should segment their customers based on their level of confidence in medicine and adopt different marketing strategies for different segments.

Social implications

A broader knowledge of consumers' attitudes towards food supplements and medicines can improve the public policies aimed at increasing quality of life.

Originality/value

From a theoretical viewpoint, findings suggest to consider consumers' confidence in medicine along with other subjective and contextual variables in socio-cognitive models aimed at explaining food supplements' consumer behavior. From a marketing viewpoint, results suggest to consider confidence in medicine as a precious variable in segmentation strategies. While some communication strategies are valid for all customers (i.e. using experts as advisors, using scientific contents in ads), others (i.e. relying on the advice of trustworthy people, explaining the consequences of consumption) were proved to have different impact on consumers depending on their degree of confidence in medicine.

Details

British Food Journal, vol. 125 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 7 October 2013

Philipp Klaus, Michele Gorgoglione, Daniela Buonamassa, Umberto Panniello and Bang Nguyen

The purpose of this paper is to model customer experience (CE) as a “continuum”, labelled customer experience continuum (CEC). The paper adopts a CE quality construct and scale…

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Abstract

Purpose

The purpose of this paper is to model customer experience (CE) as a “continuum”, labelled customer experience continuum (CEC). The paper adopts a CE quality construct and scale (EXQ) to determine the effect of CE on a bank's marketing outcomes. The paper discusses the study's theoretical and managerial implications, focusing on CE strategy design.

Design/methodology/approach

The paper empirically test a scale to measure customer experience quality (EXQ) for a retail bank. The paper interviews customers using a means-end-chain approach and soft-laddering to explore their CE perceptions with the bank. The paper classifies their perceptions into the categories of “brand experience” (pre-purchase), “service experience” (during purchase), and “post-purchase experience”. After a confirmatory factor analysis, the paper conducts a survey on a representative customer sample. The paper analyses the survey results with a statistical model based on the partial least squares method. The paper tests three hypotheses first, Customers’ perceptions of brand, service provider, and post-purchase experiences have a significant and positive effect on their EXQ, second, EXQ has a significant and positive effect on the marketing outcomes, namely share of wallet, satisfaction, and word-of-mouth, and third, the overall effect of EXQ on marketing outcomes is greater than that of EXQ's individual dimensions.

Findings

The results of the statistical analysis support the three hypotheses.

Practical implications

Banks should focus their CE strategies on the CEC and not on single encounters, tailoring marketing actions to specific stages in a customer's CE process. Different organisational units interacting with customers should be integrated into CE strategies, and marketing and communication budgets should be allocated according to CEC analysis. The model proposed in this paper enables the measurement of the quality of CE and its impact on marketing outcomes, thus enabling continuous improvement in CE.

Originality/value

The research proposes a different view of CE by modelling the interaction between company and customer as a continuum (CEC). It provides further empirical validation of the EXQ scale as a means of measuring CE. It also measures the impact of CE on a bank's marketing outcomes. It discusses the guidelines for designing an effective CE strategy in the banking industry.

Details

International Journal of Bank Marketing, vol. 31 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 5 July 2022

Lizbeth Salgado and Dena Maria Camarena

The main objective of this paper is to analyse the relationship between innovation and traditional concepts to explain the phenomenon of traditional food with innovation from a…

173

Abstract

Purpose

The main objective of this paper is to analyse the relationship between innovation and traditional concepts to explain the phenomenon of traditional food with innovation from a market and consumer behaviour perspective in the Mexican context.

Design/methodology/approach

The research is carried out in two phases: (1) analysis of the offer in distribution and (2) consumer research. First, a mixed observation technique in the offer of traditional foods with innovation was carried out. The data were recollected from 24 companies' websites and was complemented with information from main distribution chains of the city of Hermosillo (Mexico). Second, a survey was carried out with 310 Mexican consumers. The data obtained were analysed using bi-variable and multivariable techniques.

Findings

The findings from the websites showed that there are 19 traditional products with innovation that are marketed through this medium, while 39 traditional products with innovation are offered in distribution chains. Of all foods, 61% showed innovations in ingredients and materials. Also, the consumer evaluations identified three segments: the consumers orientated towards innovations, convenience and health (42.2%), those orientated towards sensory innovations (39%), and those more inclined towards innovations in marketing and availability (18.7%).

Research limitations/implications

The research considers a partial perspective of the agri-food chain and not an integral vision, it is limited to a specific area and to certain traditional foods.

Practical implications

The symbiosis between innovation and tradition is identified from the perspective of supply and demand. The trend that exists in the market regarding the types of innovations and the gaps that exist regarding environmental elements are recognized.

Social implications

The data obtained in the research generate information for business decision-making and entrepreneurship; in addition indicates new dietary and consumption patterns. It also provides knowledge about innovation and tradition, and highlights the relevance of traditional food.

Originality/value

This study tries to fill a gap in the literature by focusing on the market and consumer behaviour perspective for traditional food with innovation.

Details

British Food Journal, vol. 126 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

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