User-driven Customization and Customer Loyalty: A Survey
User-driven Customization and Customer Loyalty: A Survey
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用户驱动的定制和客户忠诚度：调查
DOI：
10.1016/j.procir.2017.02.013
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
R. Schmitt
中科院分区：
文献类型：
--
作者：
A. Fels;B. Falk;R. Schmitt
对于公司来说，客户忠诚度是确保长期成功的主要目标之一。然而，究竟是哪种机制促使顾客分别对同一产品或同一品牌进行再购买的问题并没有完全解决，再购买是忠诚的一个重要方面。客户对产品的满意度是衡量客户忠诚度的一个适当指标，但并不完全足够。相反，客户对产品或品牌的情感依恋可能对他的忠诚度至关重要。除其他外，情感依恋或连接的情感可以通过客户积极参与产品的开发和配置过程中的共同创造来鼓励。在整个开发和购买过程中，客户可以处于共同设计师的位置。然而，没有文献被发现调查是否定制在使用阶段的产品-作为购买后的配置-同样会导致情感依恋，使产品的个人物品。此外，定制化产品会促使客户1）延长现有产品的使用时间，从而推迟感知过时的时间; 2）更频繁地重新购买相同的产品或品牌。为了回答相应的研究问题，我们开发了一份问卷，并通过电子邮件和流行的社交媒体平台在线分发。调查问卷的主题是智能手机作为日常用品。参与者回答了关于他们的软件和硬件组件的定制习惯，他们通常的智能手机回购频率和首选产品/品牌的问题。数据进行了分析定制和回购行为之间的统计关系，对产品生命周期和生产企业的潜力进行了讨论。
For companies, customer loyalty is one of the main goals to ensure long-term success. However, it is not completely resolved which mechanism stimulates customers to repurchase the same product or same brand respectively, repurchase being an important aspect of loyalty. The customer's level of satisfaction with a product is an adequate indicator for customer loyalty, but is seen as not fully sufficient. Rather, the emotional attachment of a customer with a product or brand may be crucial for his loyalty. Amongst others, the emotional attachment or sentiment of connection can be encouraged through the active participation of the customer in the development and configuration process of the product in terms of a co-creation. The customer can be put in the position of a co-designer throughout the whole development and buying process. Yet, no literature was found investigating whether customization in the use phase of a product -as a post-purchase configuration- equally leads to an emotional attachment and renders the product a personal item. Supposedly, a customized product triggers customers to 1) keep a current product longer and therefore postpone the moment of perceived obsolescence and 2) rebuy the same product or brand respectively significantly more often.To respond to the corresponding research questions, a questionnaire was developed and distributed online via email and popular social media platforms. Subject to the questionnaire were smartphones as everyday objects. The participants answered to question items regarding their customization habits of software as well as hardware components, their usual repurchase frequency of smartphones and preferred product/brand. The data was analyzed for statistical relations between customization and repurchase behavior; implications for product life-cycles and potentials for producing companies were discussed.
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DOI：
10.1016/j.procir.2016.05.057
发表时间：
2016
期刊：
Procedia CIRP
影响因子：
--
作者：
Payam Amini;B. Falk;N. Hoth;R. Schmitt
通讯作者：
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DOI：
10.1007/978-3-322-95236-3
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期刊：
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DOI：
10.5539/ijef.v4n3p105
发表时间：
2012
期刊：
International journal of economics and finance
影响因子：
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作者：
Canon Tong;S. Wong;Ken Pui
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Ken Pui
影响因子：
2.8
作者：
Uncles, MD;Dowling, GR;Hammond, K
通讯作者：
Hammond, K