تغییر ماهیت تعامل با مشتری در طول زمان
الموضوعات : Journal of Business Analysis
1 - استادیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 - دانشجوی دکترا گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
الکلمات المفتاحية: ارزش تعامل با مشتری, چرخه عمر رابطه, پویایی‌های رابطه, صنعت بیمه,
ملخص المقالة :
هدف:
این پژوهش به دنبال تعیین میزان تعامل مشتری در ایجاد ارزش برای شرکت در طول چرخه عمر رابطه در صنعت بیمه است.
طراحی/روش‌شناسی/رویکرد:
مجموعاً ۳۷۶ مشتری صنعت بیمه که از خدمات بیمه عمر استفاده می‌کردند، با تکمیل یک پرسشنامه در این مطالعه شرکت کردند. داده‌ها با استفاده از تحلیل عاملی تأییدی و تحلیل واریانس بررسی شدند.
یافته‌ها:
نتایج نشان داد که مشتریان در مراحل ایجاد (buildup) و بلوغ (maturity) رابطه، بیشترین تعامل را در ایجاد ارزش برای شرکت دارند. تعامل مشتری در مرحله بلوغ رابطه، از لحاظ "ارزش طول عمر مشتری" (Customer Lifetime Value)، "ارزش تأثیر مشتری" (Customer Influence Value) و "ارزش دانش مشتری" (Customer Knowledge Value) در بالاترین سطح قرار دارد. همچنین، بیشترین ارزش ایجادشده توسط ارجاعات مشتری، در مرحله ایجاد رابطه رخ می‌دهد.
کاربردهای عملی:
در نظر گرفتن سطح رابطه مشتری با شرکت برای دستیابی به ارزش بیشتر، از طریق تعامل مستقیم و غیرمستقیم ضروری است. بنابراین، شرکت‌های خدماتی که به اهمیت سرمایه‌گذاری‌های متفاوت برای مشتریان واقف‌اند، باید استراتژی بخش‌بندی مشتریان بر اساس چرخه عمر رابطه و شخصی‌سازی خدمات را در دستور کار خود قرار دهند تا به بالاترین ارزش تعامل مشتری و استفاده بهینه از منابع خود برسند.
اصالت/ارزش:
این مطالعه اولین پژوهش تجربی است که به‌طور پویا ارزش تعامل مشتری را ارزیابی می‌کند و نشان می‌دهد که ارزش تعامل مشتری چگونه در مراحل مختلف چرخه عمر رابطه، بر اساس نظریه پویایی روابط (Relationship Dynamics Theory) تغییر می‌کند.
المصادر:
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13. Dessart, L., Veloutsou, C. and Morgan-Thomas, A. (2016), "Capturing consumer engagement: duality, dimensionality and measurement", Journal of Marketing Management,http://dx.doi.org/10.1080/0267257X.2015.1130738.
14. Dwyer, F., Schurr, P. and Oh, S. (1987), "Developing buyer seller relationships", Journal of marketing, Vol. 51 No.2, pp.11-27.
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34. Ma, S., Xie, Q., Wang, J., & Dong, J. (2024). The effect of referral tasks on customers’ referral likelihood on social platforms. Nankai Business Review International.
35. Marty, J., Christopher, M., & Ageron, B. (2024). Making supply chains more sustainable through customer and consumer engagement: The case of rare metals. Corporate Social Responsibility and Environmental Management, 31(2), 895-908.
36. Marvi, R., Foroudi, P., & Jerez, M. J. (2024). A bibliometric review of customer engagement in the international domain: reviewing the past and the present. Corporate Reputation Review, 1-14.
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43. Pansari, A., and Kumar, V. (2017), "Customer engagement: the construct, antecedents, and consequences", Journal of the Academy of Marketing Science, Vol.45 No.3, pp.294-311.
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45. Rebiazina, V., Sharko, E., & Berezka, S. (2024). The impact of relationship marketing practices on companies’ market and financial performance in emerging markets. Journal of Economics, Finance and Administrative Science, 29(57), 186-204.
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1. Bagozzi, R. P., and Yi, Y. (1988), "On the evaluation of structural equation models", Journal of The Academy of Marketing Science, Vol.16 No.1, pp. 74-94.
2. Barari, M., Ross, M., Thaichon, S., & Surachartkumtonkun, J. (2021). A meta‐analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457-477.
3. Bauer, C., Leung, F., & Palmatier, R. W. (2024). Effects of gifting on relationship performance: Strategies for avoiding suspicion and unfairness perceptions. Journal of the Academy of Marketing Science, 1-28.
4. Behnam, M., Hollebeek, L. D., Clark, M. K., & Farabi, R. (2021). Exploring customer engagement in the product vs. service context. Journal of Retailing and Consumer Services, 60, 102456.
5. Bhatnagar, S., & Yadav, R. (2024). Determinants of long-term orientation in seller e-retailer relationship: a seller perspective in the Indian e-commerce. International Journal of Business and Globalisation, 36(1), 4-26.
6. Bleier A., De Keyser A., and Verleye K. (2018), "Customer Engagement through Personalization and Customization", In: Palmatier R., Kumar V., Harmeling C. (eds) Customer Engagement Marketing. Palgrave Macmillan, Cham, Doi 10.1007/978-3-319-61985-9_4.
7. Bowden, J. L. H. (2009), "The process of customer engagement: A conceptual framework", Journal of Marketing Theory and Practice, Vol.17 No.1, pp.63-74.
8. Cambra-Fierro, J., Melero-Polo, I. and Javier Sese, F. (2018), "Customer value co-creation over the relationship life cycle", Journal of Service Theory and Practice, https://doi.org/10.1108/ JSTP-01-2017-0009.
9. Chi, M., Harrigan, P., & Xu, Y. (2022). Customer engagement in online service brand communities. Journal of Services Marketing, 36(2), 201-216.
10. Cova, B., Dalli, D., and Zwick, D. (2011), "Critical perspectives on consumers' role as ‘producers’: broadening the debate on value co-creation in marketing processes", Marking Theory, Vol.11, pp.231–241, Doi: 10.1177/1470593111408171.
11. Cortez, R. M., Johnston, W. J., & Ehret, M. (2023). “Good Times–Bad Times”–Relationship marketing through business cycles. Journal of Business Research, 165, 114063.
12. de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48, 1211-1228.
13. Dessart, L., Veloutsou, C. and Morgan-Thomas, A. (2016), "Capturing consumer engagement: duality, dimensionality and measurement", Journal of Marketing Management,http://dx.doi.org/10.1080/0267257X.2015.1130738.
14. Dwyer, F., Schurr, P. and Oh, S. (1987), "Developing buyer seller relationships", Journal of marketing, Vol. 51 No.2, pp.11-27.
15. Gallup (2014). Five ways to improve employee engagement now. Retrieved from http://businessjournal. gallup.com/content/166667/five-ways-improveemployee-engagement.aspx
16. Graffigna, G. (2017), "Is a Transdisciplinary Theory of Engagement in Organized Settings Possible? A Concept Analysis of the Literature on Employee Engagement", Consumer Engagement and Patient Engagement. Frontiers Psychology,8:872,Doi:10.3389/fpsyg.2017.00872.
17. Harmeling, C. M., Moffett, J. W., Arnold, M. J., and Carlson, B. D. (2017),"Toward a theory of customer engagement marketing", Journal of the Academy of Marketing Science, Vol.45 No.3, pp.312-335.
18. Hoang, D., Kousi, S., Martinez, L. F., & Kumar, S. (2023). Revisiting a model of customer engagement cycle: a systematic review. The Service Industries Journal, 43(9-10), 579-617.
19. Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). SD logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47, 161-185.
20. Ijomah, T. I., Idemudia, C., Eyo-Udo, N. L., & Anjorin, K. F. (2024). The role of big data analytics in customer relationship management: Strategies for improving customer engagement and retention. World Journal of Advanced Science and Technology [Preprint]. Available at: https://api. semanticscholar. org/CorpusID, 271264531.
21. Jain, S., Sharma, K., & Devi, S. (2024). The dynamics of value co‐creation behavior: A systematic review and future research agenda. International Journal of Consumer Studies, 48(1), e12993.
22. Jap, S. D., & Ganesan, S. (2000). Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments and developing commitment. Journal of marketing research, 37(2), 227-245. Kaltcheva, V.D., Patino, A., Laric, M.V., Pitta, D.A., Imparato, N. (2014), "Customers' relational models as determinants of customer engagement value", Journal of Product & Brand Management, Vol. 23 Issue: 1, pp.55-61. https://Doi.org/10.1108/JPBM-07-2013-0353.
23. Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169-185.
24. Kaur, G., Deshwal, P., & Dangi, H. K. (2023). Seventeen years of customer engagement research: a bibliometric and network analysis. International Journal of Bibliometrics in Business and Management, 2(4), 381-405.
25. Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications..
26. Kumar V. (2018), "A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation", Journal of Marketing, Vol.82 No.1, pp.1-19.
27. Kumar, V., and Reinartz, W. (2016), "Creating Enduring Customer Value", Journal of Marketing, Vol.80 No.6, pp.36-68, Doi:http://dx.doi.org/10.1509/jm.15.0414.
28. Kumar, V., and Pansari, A. (2016), "Competitive advantage through engagement", Journal of Marketing Research, Vol.53 No.4, pp.497-514.
29. Kumar, V. (2024). Customer Engagement Value. In Valuing Customer Engagement: Strategies to Measure and Maximize Profitability (pp. 37-59). Cham: Springer Nature Switzerland.
30. Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes, F., Villarroel, S. M., Diaz, D., Theodoulidis, B. (2017), "Customer engagement in a Big Data world", Journal of Services Marketing, Vol. 31 Issue: 2, pp.161-171, https://Doi.org/10.1108/JSM-10-2016-0352.
31. Kusari, S., Hoeffler, S., and Iacobucci, D. (2013), "Trusting and monitoring business partners throughout the relational life cycle", Journal of Business-to-Business Marketing, Vol. 20 No. 3, pp. 119-138.
32. Larson, J., Jaworski, B. J., & Larson, J. (2021). Managing your most loyal customer relationships. Business Horizons, 64(1), 141-147.
33. Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of business research, 140, 439-458.
34. Ma, S., Xie, Q., Wang, J., & Dong, J. (2024). The effect of referral tasks on customers’ referral likelihood on social platforms. Nankai Business Review International.
35. Marty, J., Christopher, M., & Ageron, B. (2024). Making supply chains more sustainable through customer and consumer engagement: The case of rare metals. Corporate Social Responsibility and Environmental Management, 31(2), 895-908.
36. Marvi, R., Foroudi, P., & Jerez, M. J. (2024). A bibliometric review of customer engagement in the international domain: reviewing the past and the present. Corporate Reputation Review, 1-14.
37. Michel, E. J., Lindsey-Hall, K. K., Kepes, S., Qi, J., Leon, M. R., Weinzimmer, L. G., & Wheeler, A. R. (2023). Bridging two tales of engagement: a meta-analytic review of employee engagement and customer engagement in service contexts. Journal of Service Management, 34(5), 843-866.
38. Palmatier Robert, W., Harmeling Colleen, M., and Kumar v. (2018), "Customer Engagement Marketing", Palgrave Macmillan, pp.332.
39. Palmatier, R. W. (2008). Relationship marketing (pp. 1-140). Cambridge, MA: Marketing Science Institute.
40. Palmatier, R., Houston, M., Dant, R. and Grewal, D. (2013), "Relationship velocity: toward a theory of relationship dynamics", Journal of Marketing, Vol. 77 No. 1, pp. 13-30.
41. Palmatier, R., Houston, M., Dant, R., and Grewal, D. (2013), "Relationship velocity: toward a theory of relationship dynamics", Journal of Marketing, Vol.77 No.1, pp. 13-30.
42. Pansari A., and Kumar V. (2018), "Customer Engagement Marketing", In: Palmatier R., Kumar V., Harmeling C. (eds) Customer Engagement Marketing. Palgrave Macmillan, Cham, Doi 10.1007/978-3-319-61985-9_1.
43. Pansari, A., and Kumar, V. (2017), "Customer engagement: the construct, antecedents, and consequences", Journal of the Academy of Marketing Science, Vol.45 No.3, pp.294-311.
44. Rachmad, Y. E., & MM, D. (2024). Integration Of Theories In The Evolution Of Consumer Engagement. Yoesoep Edhie Rachmad Publication.
45. Rebiazina, V., Sharko, E., & Berezka, S. (2024). The impact of relationship marketing practices on companies’ market and financial performance in emerging markets. Journal of Economics, Finance and Administrative Science, 29(57), 186-204.
46. Satar, M. S., Rather, R. A., Parrey, S. H., Khan, H., & Rasul, T. (2023). Eliciting consumer-engagement and experience to foster consumer-based-brand-equity: moderation of perceived-health-beliefs. The Service Industries Journal, 1-26.
47. Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology & Marketing, 39(5), 1035-1064.
48. Saxena, S., Mishra, S. C., & Mukerji, B. (2024). A multi-method bibliometric review of value co-creation research. Management Research Review, 47(2), 183-203.
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