c عنوان انگلیسی مقاله:

CUSTOMER PARTICIPATION IN CREATING SITE BRAND LOYALTY

ترجمه عنوان مقاله: مشارکت مشتری در ایجاد وفاداری به برند سایت

رشته: مدیریت بازاریابی

سال انتشار: 2001

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This article explores the development of an e-business marketing model that capitalizes on customer participation and the likely consequences of such efforts, principally site brand loyalty. A conceptual model illustrates how consumers’ goals in visiting a website (task or experiential) affect their propensity to be site brand loyal and how characteristics of the site, including personalization and community, are related to brand loyalty. The model also shows that creating site brand loyalty leads to predictable affective, cognitive, and behavioral outcomes from customers, such as repeat visits to and patronage of the site, fewer intentions to defect to competitors, and more favorable attitudes toward the site. Case studies of corporate websites provide empirical evidence to support the model. The paper concludes by suggesting that customer participation in the e-business model fundamentally changes the way brands are developed. That is, producers no longer create an image for a brand and pass it on to the consumer; instead, the producer and consumer are interactively creating the e-business brand.

مقدمه مقاله

In sharp contrast to the alienation wrought by homogenized broad-cast media, sterilized mass “culture,” and the enforced anonymity of bureaucratic organizations, the Internet connected people to each other and provided a space in which the human voice would be rapidly rediscovered. (Levine, Locke, Searls, & Weinberger, 2000: p. xxi.) The above quote from The Cluetrain Manifesto represents one of the least conventional views of the transformational power of the Internet. The central message of the Manifesto is that markets are primarily conversations, and through the Internet customers have regained the power to participate actively in the marketing process. This message is similar to the proclamations of many more conventionally accepted voices in the business literature. For example, in relationship marketing, or one-to-one marketing, the focus is on two-way interactive communication where the customer actively participates in his/ her value creation (Duncan & Moriarty, 1998; Peppers & Rogers, 1997).

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