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The sense‐and‐respond model of adaptive enterprise design offers corporations a new management tool for achieving competitive advantage in times of constant unpredictable change…
Abstract
The sense‐and‐respond model of adaptive enterprise design offers corporations a new management tool for achieving competitive advantage in times of constant unpredictable change. To implement the model corporations must adopt a radically different form of governance, institutionalize new norms of adaptive behavior; and translate their business and what it does into information symbols. This IBM senior manager has put together a set of principles of adaptive enterprise design based on his work with corporations that are learning the new governance concept of “context and coordination.”
Chih-Huei Ko, Sou-Chin Wu and Chien-Yu Chen
Numerous studies have examined individual attitudes and behaviors in both face-to-face (FTF) communication and computer-mediated communication (CMC). However, little research has…
Abstract
Purpose
Numerous studies have examined individual attitudes and behaviors in both face-to-face (FTF) communication and computer-mediated communication (CMC). However, little research has focused on differences between FTF communication and CMC with respect to idea generation for new product development or on the role of their individual characteristics. Thus, the purpose of this study is to examine the influences of FTF, CMC and brand knowledge on idea generation.
Design/methodology/approach
This study conducted a 4 × 2 quasi-experimental design to examine the effects of four types of interactive groups (low and high level of FTF × low and high level of CMC) and brand knowledge (low and high) on novel and practical idea generation. Data from168 members of the Mondeo Motor Club in Taiwan were assessed.
Findings
Participants with more FTF interaction were more likely to generate novelty ideas than practicality ideas. In addition, participants with high brand knowledge produced more novel and practical ideas compared with participants with low brand knowledge. However, the empirical findings did not support the moderating role of brand knowledge in the relationship between interactive behaviors and idea generations.
Research limitations/implications
The results of this study are relevant for facilitating the “novelty” and “practicality” ideas in virtual brand communities. However, this research examined a single community, which may limit the generalizability of its results to other virtual communities.
Originality/value
Few studies have focused on online idea generation from a consumer-to-consumer (C2C) interaction perspective. The results of this study can assist marketers to understand how C2C interactive behaviors differentiate the “novelty” and “practicality” ideas.
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This paper explores the online customer experience (OCE) within business-to-business (B2B) websites. The purpose of this paper is to understand the influence of website…
Abstract
Purpose
This paper explores the online customer experience (OCE) within business-to-business (B2B) websites. The purpose of this paper is to understand the influence of website credibility and information quality on the OCE during search for information and services. In addition, this paper acknowledges the role of customer support within the offline environment and thus explores the potential role of online customer support during a customer’s online experience.
Design/methodology/approach
An online experiment was conducted with 195 participants along with an associated questionnaire for data capture. Three tasks were developed for participants which they had to complete on three different business advisory websites. The online experiment gave all participants the experience of using a business advisory website. In order to analyse the hypothesised relationships, structural equation modelling was used.
Findings
The results outlined that the credibility of the website and the quality of the information on the website have a significant effect on the OCE in a B2B context. The research highlights the need for online customer support with a service representative during search on a B2B website. The credibility of the website as well as the success of the search drives the need for online customer support. The lack of online customer support will result in customers becoming dissatisfied with their experience if they have an unsuccessful search.
Practical implications
Managers of B2B websites should acknowledge the importance of website credibility cues and information quality cues. Each of these variables drive the success of a customer’s search and in turn the customer’s impression of the experience. Additionally, managers ought to provide customers online support, through functions such as an online help desk or a live chat function, as those who have an unsuccessful search expect to be able to seek online support from a company representative, the same way as they would do in the offline environment. Online customer support can act as a service recovery tool for website providers.
Originality/value
Empirical research on the OCE within B2B websites is limited and somewhat out-dated. Due to technological advancements and changing customer expectations, this research has filled a knowledge gap on the OCE in a B2B perspective. Website credibility and information quality have been overlooked in previous research in relation to the OCE. In addition, this study outlines the need for online customer support resulting from the need to clarify information and the success of the search.
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Jingjing Guan, Wanfei Wang, Zhigang Guo, Jin Hooi Chan and Xiaoguang Qi
This study aims to propose a comprehensive causal model to examine the relationships between customer experience and four key factors in brand building, i.e., brand loyalty, brand…
Abstract
Purpose
This study aims to propose a comprehensive causal model to examine the relationships between customer experience and four key factors in brand building, i.e., brand loyalty, brand trust, brand affect and brand involvement. The dimensionality of customer experience in full-service hotel is also particularly examined in relation to brand building.
Design/methodology/approach
Three steps of data collection were used: interviews of 50 customers on their experiences of staying full-service hotels, a small survey of 176 hotel guests to establish the measurement scale of customer experience and a major survey of 732 hotel customers in ten major Chinese cities to test the model of brand loyalty.
Findings
Customers’ experiences with full-service hotels are proposed to be categorized into functional, affective and social. There is a chain effect from customer experience to brand trust and to brand affect and then to brand loyalty. The brand involvement does moderate relationships between customer experience and brand trust and brand affect but not brand loyalty.
Practical implications
For full-service hotels, social and functional experiences are critical in building brand loyalty, and therefore, they need to be the focal points in the enhancement of customer experience. Also, hoteliers are advised to develop emotional connections between the customers and the hotel brand – an effective way of building trust and affection.
Originality/value
According to the authors’ knowledge, this paper is one of the first few studies to link customer experience to brand loyalty with comprehensive causal effect analysis. This study also contributes to the knowledge of customer experience in the context of the full-service hotel sector.
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Mohammed Ahmad Alsaggaf and Abraham Althonayan
The purpose of this paper is to investigate the effects of customer perceptions of service quality on electronic word of mouth (eWOM) and switching intentions through cognitive…
Abstract
Purpose
The purpose of this paper is to investigate the effects of customer perceptions of service quality on electronic word of mouth (eWOM) and switching intentions through cognitive and emotional responses.
Design/methodology/approach
The authors have developed a theoretical framework based on behavioural theories to analyse the environmental aspects of relationships that affect customer behavioural intentions. The authors adapted a quantitative methodology along with the positivist philosophical approach to investigate the hypotheses within the theoretical framework. The authors applied a protracted stimuli-organism-response model to highlight the peripheral reliability, responsiveness, tangibility, empathy, assurance, and the impact of the customer’s feelings while simultaneously linking the elements to each other. In addition, the authors applied the theory of reasoned action to reflect the marginal elements of subjective norms, attitude, and customers’ behavioural intentions. A survey with 601 responses has been used in this study.
Findings
In the setting of KSA’s mobile telecom industry, the authors confirm that there is a positive effect of customer perceptions of service quality on their eWOM and switching intentions through their cognitive and emotional responses.
Originality/value
The framework of this study enhances our understanding of the role of service quality as an environmental influence on an individual’s intentions to switch and eWOM. This conceptual framework is essential in evaluating the mediating roles of attitude and emotions in relation to eWOM and intention to switch.