Investigation Of The Effect Of Customer Journey Experience On Customer Engagement Considering The Mediating Role Of Customer Trust

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Investigation of the Effect of Customer Journey Experience on Customer Engagement Considering the Mediating Role of Customer Trust

Author : Morteza Raeisi Ziarani
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Investigation of the Effect of Customer Journey Experience on Customer Engagement Considering the Mediating Role of Customer Trust by : Morteza Raeisi Ziarani

Download or read book Investigation of the Effect of Customer Journey Experience on Customer Engagement Considering the Mediating Role of Customer Trust written by Morteza Raeisi Ziarani and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer experience of products and services is a key determinant of sales performance. Customer experience management is the act of planning and strategizing to nurture customer loyalty and create a stable emotional relationship between customers and products with the ultimate goal of improving customer engagement. In this research, the goal was to investigate the effect of customer journey experience on customer engagement considering the mediation of customer trust in this effect. The research was an applied study in terms of purpose, a field study in terms of data collection method, and a descriptive survey in terms of implementation methodology. The statistical population comprised the customers with an experience of shopping from chain stores in Tehran. The sample size was estimated to 384 using Cochran's formula. The data needed to test the hypotheses were collected by an 18-item questionnaire, following the confirmation of its convergent and construct validity and also the confirmation of its reliability using Cronbach's alpha and composite reliability measures. Hypotheses were tested by structural equation modeling. The results showed statistical significance in the relationships between customer journey experience and customer trust and also how these two constructs affect customer engagement. The results suggest that to enhance customer experience, chain store businesses need to have a well-taught business strategy developed with the explicit purpose of proper management of interaction experiences at all touch points with customers.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

THE ROLE OF CUSTOMER EXPERIENCE IN THE FORMATION OF CUSTOMER ENGAGEMENT

Author : Chepur Jyothi
Publisher :
ISBN 13 : 9788286722755
Total Pages : 0 pages
Book Rating : 4.7/5 (227 download)

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Book Synopsis THE ROLE OF CUSTOMER EXPERIENCE IN THE FORMATION OF CUSTOMER ENGAGEMENT by : Chepur Jyothi

Download or read book THE ROLE OF CUSTOMER EXPERIENCE IN THE FORMATION OF CUSTOMER ENGAGEMENT written by Chepur Jyothi and published by . This book was released on 2022-10-09 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the present competitive world, academicians as well as practitioners recognised the significance of creating strong customer experience and engaged customer base. Both the concepts are related to an important paradigm shift, from customer-centric marketing to customer-driven marketing. Few researchers conceptualized the relationship between customer experience and engagement and recommended that firms and academics can benefit by combining the two perspectives of customer experience and engagement. Empirical studies evidenced that customer engagement enhances the company performance. However, a comprehensive understanding of how to engage the customer towards firms is limited and there has been insufficient empirical examination on this subject matter so far. This book deals with a study that attempted to address this issue by empirically examining the role of customer experience in the formation of customer engagement with the support of theory of engagement which argues that satisfied and emotionally connected customer directly and indirectly contributes to the firm. The following are the objectives of this study to address the issues discussed above: (1) Developing the integrated model of customer experience and engagement, (2) Examining the mediation effect of customer satisfaction and emotions on the relationship between customer experience and direct contribution and on the relationship between customer experience and indirect contribution of customers and (3) Examining the moderation effect of convenience on the relationship between customer satisfaction and direct contribution and on the relationship between emotions and indirect contribution of customers. The book describes the mediation effect, moderation effect, and moderated mediation effect of the research model and their results by using the PROCESS macro which exists along with SPSS software. In addition, how customer satisfaction and emotions are partially mediating the relationship between customer experience and customer direct contribution & indirect contribution relationships are detailed.

Customer Engagement Marketing

Author : Robert W. Palmatier
Publisher : Springer
ISBN 13 : 3319619853
Total Pages : 332 pages
Book Rating : 4.3/5 (196 download)

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Book Synopsis Customer Engagement Marketing by : Robert W. Palmatier

Download or read book Customer Engagement Marketing written by Robert W. Palmatier and published by Springer. This book was released on 2017-08-29 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.

CUSTOMER EXPERIENCE MANAGEMENT - THE EXPERIENTIAL JOURNEY

Author : James Seligman
Publisher : Lulu.com
ISBN 13 : 0244417474
Total Pages : 264 pages
Book Rating : 4.2/5 (444 download)

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Book Synopsis CUSTOMER EXPERIENCE MANAGEMENT - THE EXPERIENTIAL JOURNEY by : James Seligman

Download or read book CUSTOMER EXPERIENCE MANAGEMENT - THE EXPERIENTIAL JOURNEY written by James Seligman and published by Lulu.com. This book was released on 2018-09-19 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Organizations that want to deliver required outcomes can do so by shifting gears from traditional 'command and control tactics', to a more collaborative way of working with customer interactions, ensuring relevant skills and capabilities are made available. By investing in technology, organizations that support the customer experience can provide accurate forecasting, customer in sight, and the skills and capabilities regardless of their location and time zone. Processes that span the back office to the front office should provide real time insight into the interpersonal experience journeys and enable co-creation of goods and services.

Handbook of Research on Customer Engagement

Author : Linda D. Hollebeek
Publisher : Edward Elgar Publishing
ISBN 13 : 1788114892
Total Pages : 544 pages
Book Rating : 4.7/5 (881 download)

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Book Synopsis Handbook of Research on Customer Engagement by : Linda D. Hollebeek

Download or read book Handbook of Research on Customer Engagement written by Linda D. Hollebeek and published by Edward Elgar Publishing. This book was released on 2019 with total page 544 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

Crafting Customer Experience Strategy

Author : Sapna Popli
Publisher : Emerald Group Publishing
ISBN 13 : 1839097124
Total Pages : 176 pages
Book Rating : 4.8/5 (39 download)

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Book Synopsis Crafting Customer Experience Strategy by : Sapna Popli

Download or read book Crafting Customer Experience Strategy written by Sapna Popli and published by Emerald Group Publishing. This book was released on 2021-05-04 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a competitive advantage for businesses. This is essential reading for marketing scholars and practitioners looking for insights into improving their customers' experiences.

Artificial Intelligence and Economic Sustainability in the Era of Industrial Revolution 5.0

Author : Abdalmuttaleb M. A. Musleh Al-Sartawi
Publisher : Springer Nature
ISBN 13 : 303156586X
Total Pages : 1360 pages
Book Rating : 4.0/5 (315 download)

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Book Synopsis Artificial Intelligence and Economic Sustainability in the Era of Industrial Revolution 5.0 by : Abdalmuttaleb M. A. Musleh Al-Sartawi

Download or read book Artificial Intelligence and Economic Sustainability in the Era of Industrial Revolution 5.0 written by Abdalmuttaleb M. A. Musleh Al-Sartawi and published by Springer Nature. This book was released on with total page 1360 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Customer Engagement

Author : Roderick J. Brodie
Publisher : Routledge
ISBN 13 : 1317533151
Total Pages : 315 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Customer Engagement by : Roderick J. Brodie

Download or read book Customer Engagement written by Roderick J. Brodie and published by Routledge. This book was released on 2015-12-14 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: How customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement? The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.

Managing Customer Experience and Relationships

Author : Don Peppers
Publisher : John Wiley & Sons
ISBN 13 : 1119815339
Total Pages : 517 pages
Book Rating : 4.1/5 (198 download)

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Book Synopsis Managing Customer Experience and Relationships by : Don Peppers

Download or read book Managing Customer Experience and Relationships written by Don Peppers and published by John Wiley & Sons. This book was released on 2022-04-26 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently." This latest edition adds new material including: How to manage the mass-customization principles that drive digital interactions How to understand and manage data-driven marketing analytics issues, without having to do the math How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.

Memorable Customer Experiences

Author : Joëlle Vanhamme
Publisher : CRC Press
ISBN 13 : 1317097866
Total Pages : 396 pages
Book Rating : 4.3/5 (17 download)

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Book Synopsis Memorable Customer Experiences by : Joëlle Vanhamme

Download or read book Memorable Customer Experiences written by Joëlle Vanhamme and published by CRC Press. This book was released on 2016-04-22 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: Experiential marketing - or memorable customer experiences - is proving a popular tool amongst businesses seeking to make an impact in a competitive world. Yet the scramble to achieve a presence among experience providers has led many companies to design and implement experiential marketing without integrating it with their overall marketing strategy. These companies often end up dissatisfying their customers rather than delighting them. This research anthology investigates different angles of experiential marketing. The 16 chapters are organised in six sections. The first section considers whether memorable customer experiences result from the use of traditional marketing practices, perhaps implemented more effectively than previously, or require entirely new practices with new foundations that turn companies into experience providers. Section two details ways businesses seek to build brands through putting experiential marketing into practice, while section three asks whether there are general principles that can be applied to the design of customer experiences which ensure successful outcomes whatever market you may operate in. Section four examines how companies manage their customer experiences once they have made the strategic decision to provide them, and section five looks at methods available to evaluate the success of these customer experiences. 'Experiential marketing changes everything!' claim the management gurus, but is it really so significant that not joining this race is dangerous? The last section of the book offers a much needed critique of experiential marketing.

A Path Towards Customer Experience and Customer Engagement

Author : Bas Scholten
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (981 download)

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Book Synopsis A Path Towards Customer Experience and Customer Engagement by : Bas Scholten

Download or read book A Path Towards Customer Experience and Customer Engagement written by Bas Scholten and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Bridging the Gap Between Brand Experience and Customer Loyalty

Author : Chuan Huat Ong
Publisher :
ISBN 13 :
Total Pages : 13 pages
Book Rating : 4.:/5 (13 download)

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Book Synopsis Bridging the Gap Between Brand Experience and Customer Loyalty by : Chuan Huat Ong

Download or read book Bridging the Gap Between Brand Experience and Customer Loyalty written by Chuan Huat Ong and published by . This book was released on 2015 with total page 13 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the business arena, every manager hopes to prolong their business lifespan through customer loyalty. Therefore, it is important to understand the predictor and influence of customer trust in order to strengthen the customer-brand relationship. Customer trust is formed from rational and emotional perspective. However, the latter trust is less studied despite being argued to be more stable as compared to rational-based trust. This study aims to investigate how emotional-based trust can influence customer loyalty in the customer-brand relationship context. Loyalty is examined separately as attitudinal and behavioural in order to provide clearer insight on customer-brand relationship. This study seeks to examine three research issues: (1) Does emotional based trust influence both attitudinal and behavioural loyalty? (2) Does brand experience influence emotional based trust? and (3) Does emotional-based trust mediate the relationship between brand experience and both dimensions of loyalty? 220 surveys were obtained from intercept survey from customer on Small and Medium Enterprise (SME) brand in the restaurant industry. Result shows that there is a positive relationship between brand experience and on emotional-based trust, emotional-based trust on both attitudinal and behavioural loyalty, and emotional-based trust mediates the linkage between brand experience and loyalty.

The Effect of Customer Relationship Marketing on Customer Loyalty. Case Study of Commercial Banks in Nekemte Town

Author : Musefa Yesin
Publisher : GRIN Verlag
ISBN 13 : 3346563081
Total Pages : 94 pages
Book Rating : 4.3/5 (465 download)

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Book Synopsis The Effect of Customer Relationship Marketing on Customer Loyalty. Case Study of Commercial Banks in Nekemte Town by : Musefa Yesin

Download or read book The Effect of Customer Relationship Marketing on Customer Loyalty. Case Study of Commercial Banks in Nekemte Town written by Musefa Yesin and published by GRIN Verlag. This book was released on 2021-12-29 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2021 in the subject Business economics - Market research, grade: 90.5, Wollega University, course: Thesis, language: English, abstract: The general objective of this study, which got submitted as partial fulfillment to the requirement of the award of Master of Art, is to examine the effect of customer relationship marketing on customer loyalty of commercial banks in Ethiopia. Specifically, this study has the following objectives: To find out the level of the effect of trust on customer loyalty the case of commercial banks in Nekemte banks. Banking industry in Ethiopia has stiff competition thus banks need to consider various strategic options and programs in order to survive and thrive. One of strategy is Customer Relationship Marketing. This study was aimed to examine the effect of customer relationship marketing dimensions (trust, commitment, conflict handling, communication, empathy competence and customer satisfaction) on customer loyalty of commercial banks in Nekemte town. The researcher was used both probability and non-probability sampling techniques to select sample respondents from the total population under this study. Data were collected through the five point’s likert scales of questionnaires and used mixed research approach was used. To achieve the objective of the study, questionnaire was physically distributed to 404 respondents of selected Commercial Banks in Nekemte town. Out of 404 customers 375 92.8% of customers were completed and collected. Descriptive and inferential statistics were used to analyze the collected data by using SPSS software version 24 and questionnaires reliability was estimated by calculating Cronbach’s Alpha. Descriptive analysis tools such as frequency, percentage, mean and standard deviation. Inferential statistical analysis tools such as correlation coefficient was worked out and used to explore the relationships between variables. And regression analysis was performed to study the effect of independent variables on dependent variable.

Handbook of Marketing Decision Models

Author : Berend Wierenga
Publisher : Springer Science & Business Media
ISBN 13 : 0387782133
Total Pages : 621 pages
Book Rating : 4.3/5 (877 download)

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Book Synopsis Handbook of Marketing Decision Models by : Berend Wierenga

Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2008-09-05 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

The Journey Mapping Playbook

Author : Jerry Angrave
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 311064133X
Total Pages : 156 pages
Book Rating : 4.1/5 (16 download)

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Book Synopsis The Journey Mapping Playbook by : Jerry Angrave

Download or read book The Journey Mapping Playbook written by Jerry Angrave and published by Walter de Gruyter GmbH & Co KG. This book was released on 2020-10-12 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Journey Mapping Playbook is an accessible how-to toolkit aimed at customer experience and marketing professionals looking for ways to improve customer and employee experience. Using visualisation, templates and case studies this is a practical guide to planning, facilitating and delivering a strategic, supportive and effective journey mapping workshop. The Journey Mapping Playbook is based on the author’s real-world experience of running hundreds of journey mapping sessions. Understanding the priorities and pain points in customers’ lives is critical to achieve business success. Helping you to nurture better and more profitable customer experiences, this book will help you to: Define journey mapping Understand why it is commercially important Prioritise which journeys to focus on and how Decide who to invite and which tools to prepare Plan for an effective session Make every stage of the journey relevant and purposeful Build an ongoing programme The Journey Mapping Playbook shows you how to understand your customers better, whatever the size or sector of your business. Jerry Angrave, Founder and CEO of Empathyce, UK

EBOOK: Services Marketing: Integrating Customer Focus Across the Firm

Author : Alan Wilson
Publisher : McGraw Hill
ISBN 13 : 0077169328
Total Pages : 558 pages
Book Rating : 4.0/5 (771 download)

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Book Synopsis EBOOK: Services Marketing: Integrating Customer Focus Across the Firm by : Alan Wilson

Download or read book EBOOK: Services Marketing: Integrating Customer Focus Across the Firm written by Alan Wilson and published by McGraw Hill. This book was released on 2016-01-16 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today. New and updated material in this new edition include: · - New content on the role of digital marketing and social media has been added throughout to reflect the latest developments in this dynamic field · - Increased coverage of Service dominant logic regarding the creation of value and the understanding of customer relationships · - New examples and case studies added from global and innovative companies including AirBnB, IKEA, Disneyland, Scandinavia Airlines, and Skyscanner