Customer Psychology Research Articles

Emotional Brand Attachment, Brand Tribalism, and Co-creation in Luxury Hotels: Insights from Emerging Economies

Introduction In the exquisite tapestry of hospitality, luxury hotels have always concentrated on the comfort of the customer. However, the shifting shades of time unfolded the art of managing customers' emotions to strengthen hotel-customer relationships. Methods This trend has resulted in luxury hotels focusing on customers' value co-creation behaviour by weaving the emotions of the customers into a collaborative service symphony and ensuring that customers self-identify themselves with the luxury hotel and its other customers as a tribe. There are scant studies on the contribution of customer value co-creation behaviour towards luxury hotels; therefore, this study aimed to examine the emotional psychology of customers and their behaviour by evaluating a model curated between emotional brand attachment, brand tribalism, and customer value co-creation behaviour. Data for the study were collected by facilitating structured questionnaires to 399 Indian customers of luxury hotels. The proposed model was empirically examined by the structural equation modelling technique. Results The results confirmed that emotional brand attachment and brand tribalism positively affect customer value co-creation behaviour. Emotional brand attachment also positively affects brand tribalism in customers of luxury hotels. The findings offer a fresh perspective for marketers, researchers, and academicians by validating that emotions play a vital role in promoting brand tribalism and inducing value co-creation behaviour in the customers of luxury hotels. Additionally, the study validates that brand tribalism affects value co-creation behaviour. Conclusion This study is unique as it provides a holistic view of factors that are crucial for luxury hotels in the competitive landscape to promote a collaborative spirit of the customers, progress on relational management, and understand the emotional psychology of the customer.

Pricing decision of service systems based on the combined effect of multiple customer psychology

Pricing decision of service systems based on the combined effect of multiple customer psychology

Researching Factors that Affect the Shopping Decisions of Shopping in Tiktok

In recent years, Tiktok Shop, a social networking platform thatwas born, has been changing the landscape of the e-commerce market. The way of shopping through short videos is a new method of shopping and the key to the success of TikTok. When customers watch short videos, TikTok will build on consumer habits and journeys to better meet user needs. The article analyzed the influence of 9 factors on the purchase intention of users based on the combination of the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM). The result shows that there are 4 factors that directly and positively affect shopping behavior: "Opinion of the reference group", "My own beliefs", "Videomaker", and "Perceived value". Thus, the article proposes appropriate and practical solutions to help sellers better understand customer psychology and have strategies to keep the consumers and increase sales efficiency.

Greening the Path: The Three-Way Interactive Effects of Psychological Ownership, Green Knowledge Sharing, and Social Media

ABSTRACT This study develops an integrated framework grounded in service-dominant logic theory to examine green destination psychological ownership, customer engagement, knowledge sharing, and social media usage as drivers of green electronic word of mouth. A multi-wave survey analysis conducted among 507 Vietnamese travelers supported the hypothesized direct effect, mediation, and three-way interaction between the factors. The results revealed that green customer engagement mediates the relationship between green destination psychological ownership and word of mouth. Additionally, companies’ green knowledge sharing and travelers’ social network proneness strengthen the positive influence of ownership feelings on engagement, subsequently enhancing word of mouth. The findings contribute novel insights into integrated green marketing effects, with implications for leveraging customer psychology and behaviors to promote green word of mouth. By fostering ownership feelings, actively sharing sustainability knowledge, and understanding social media habits, tourism organizations can enhance participation in green initiatives and recommendations. This study advances the theoretical and practical understanding of strategies for nurturing green behaviors and outcomes in the digital age through an integrated framework grounded in service-dominant logic theory. Further research should investigate additional variables and contexts to deepen knowledge on enabling collaborative value creation for sustainability.

Insights into Online Shopper Behaviour: Unravelling Customer Psychology in E-Commerce

Online consumer behaviour is the process of how consumers make decisions to purchase products in ecommerce. This study doesn’t control the differences across product categories. This study examines the psychological process used in predicting customer behaviours. Study of customer behaviour in online shopping usually deals with identification of customers and their buying behaviour patterns. The aim of such studies is to make certain who buys where, what, when and how. The results of these studies are useful in the solution of marketing problems. This research paper deals with the satisfaction of customers using online shopping.

Optimization of Two-Dimensional Ad Design with Persuasion Aspects Using Value Engineering and Analysis Hierarchy Process (Project : XYZ Singosari Car Salon)

XYZ Car Salon optimizes advertising to increase the company's turnover. In making advertisements requires expertise and understanding of graphic design and interesting content. Attractive design and content become the initial concern that affects customer psychology in making purchase decisions. The more attractive it is, the more effective the ad will be. This research includes a type of qualitative research, sampling using non-probability sampling methods with sampling techniques using purpose sampling, from a population of 45 experts obtained a sample of 31 respondents. The combination of design elements and persuasion elements obtained 12 advertising designs. Rankings and weights are calculated using the zero one matrix and the value matrix to get alternative design choices. The recommended choice is an A32 ad with a value of 0.85854545 costing IDR 165,000; A34 with value 0.81218182, cost Rp 110.000; A31 with a value of 0.37515789, costs Rp 95.000 and A21 with a value of 0.09916168 costs Rp 501.000.

Effect of Marketing Strategy Implementation and Customer Behavior on Satisfaction and Trust and Its Implication on Loyalty in Non Recipient Health Insurance Participants

Purpose – The purpose of this study was to find out, study and analyze the implementation of marketing strategies and customer behavior on satisfaction and trust and their implications for the loyalty of BPJS Kesehatan participants who are not recipients of contribution assistance. Methodology/approach – The research method used is a survey method with quantitative research type, descriptive-verification research nature. The research sample was 400 BPJS Health participants who did not receive contribution assistance, this study used purposive and proportional clustered random sampling methods. In addition, the analysis method used is Structural Equation Modelling (SEM) analysis. Findings – The results of the study concluded that there was a significant influence from the implementation of marketing strategies and customer behavior on satisfaction by 76.15 percent, and there was a significant effect from the implementation of marketing strategies and customer behavior on trust by 78.24 percent, and there was a significant effect from satisfaction and trust in loyalty of 82.78 percent. Novelty/value – Marketing strategy consisting of target market and marketing mix, combined with consumer behaviour consisting of customer characteristics and customer psychology will have an impact on satisfaction and trust and have implications for loyalty.

THE IMPACT OF SOCIAL COMPARISON ON NEGATIVE PSYCHOLOGY AND IMPULSIVE BUYING BEHAVIOR OF CUSTOMERS IN VIETNAM

Purpose: This study consolidates core theories pertaining to social comparison, particularly upward comparison, impulsive buying behavior and notions associated with social characteristics such as envy, self-esteem, negative mood, depression and self-efficacy. At the same time, provide hypotheses and study models connected to the impact of social comparison on negative psychology and impulsive purchase behavior of customers in Vietnam. Method: Furthermore, this subject employed qualitative research methods such as group discussions and in-depth interviews with experts to reach a consensus on the definition of components, as well as to refine and enhance the measuring scales used to assess these factors. Subsequently, establish a foundation for carrying out initial quantitative investigation in order to finalize the official questionnaire, and subsequently proceed with the official quantitative study. A representative survey was conducted with a sample size of 647 customers who utilize social networks and engage in online shopping on e-commerce platforms. The study was conducted in major cities in Vietnam, including Ho Chi Minh, Hanoi, Da Nang, Hue, Can Tho and Bien Hoa. Result: Experimental research results have indicated that upward social comparison has a negative influence on self-esteem but a favorable impact on envy and negative mood. Simultaneously, increased self-esteem decreases depression and impulsive buying tendencies, whereas feelings of envy and negative mood have a beneficial effect. Conclusion: Additionally, the research findings demonstrate the influence of self-efficacy as a moderator and dedepression as a mediator. These findings provide a foundation for the researcher to suggest managerial recommendations for organizations to enhance client purchasing behavior.

The effect of learning and memory on brand equity and it’s implications on financing decisions for pt bsi msme customers in the maqasid syariah perspective

The study involved 300 MSME customers of PT BSM in North Sumatra, aiming to investigate the impact of learning and memory on financing decisions, with brand equity as a mediating variable. The study also incorporates the Maqasid Shariah perspective. This research adopts a quantitative descriptive approach, employing quota sampling techniques for sample selection and utilizing primary data collected through questionnaires distributed directly to respondents. Respondents' perceptions are measured using Likert scales. The research method utilizes the Structural Equation Modeling (SEM) approach, with a significance level of 5%. Data processing is conducted using Smart PLS 3.0 software, and references are managed through the Mendeley 7th edition program. The findings reveal that customer motivation affects financing decisions in PT BSM's micro-financing. Customer perception does not affect financing decisions in PT BSM's micro-financing. Customer learning does not affect financing decisions in PT BSM's micro-financing. Customer memory does not affect financing decisions in PT BSM's micro-financing. Customer motivation does not affect brand equity. Customer perception affects brand equity. Customer learning affects brand equity. Customer memory affects brand equity. PT BSM's brand equity influences microfinance decisions. Brand equity mediates the influence between customer psychology on microfinance decisions at PT BSM in North Sumatra. The implications of this study encourage PT BSM to enhance awareness of Shariah banking services, emphasizing the importance of Shariah banks in achieving Maqasid Shariah

E-commerce Retailer Marketing Strategies and Rapid Growth: A Case Study of Temu

In the context of e-commerce retail, the presence of a wide range of product offerings and competitive pricing is crucial for establishing a strong foundation and achieving success for the brand. Nevertheless, the primary determinant of a brand’s competitive advantage over its rivals will be its marketing strategy. Hence, e-commerce retail stores employ many strategies to optimize their capacity to comprehend and engage with their customers’ psychological states and captivate their attention. This article examines Temu, an e-commerce retail store that has achieved significant success within a year of its introduction. It analyzes three primary techniques employed by Temu to get a deeper understanding of customer psychology and effectively expand its business operations. The findings were supported by referencing online data and scholarly journals. It was evident that Temu possesses a proficient understanding of sales marketing. Nevertheless, drawbacks were observed, primarily stemming from customers’ exaggerated view of the brand, which consequently impacts the company’s overall worth. The findings assist Temu in developing optimized strategies tailored to their target demographics, enhancing their prospects for success in the post-pandemic era amidst intense competition.

Marketing analytics: The bridge between customer psychology and marketing decision‐making

AbstractAs modern marketing environments become increasingly data‐intensive, the role of marketing analytics in illuminating the dynamics of customer psychology to inform marketing decision‐making becomes critical. This study conducts a systematic literature review using a bibliometric analysis of 122 studies identified and retrieved from Scopus, focusing on the expansive domain of marketing analytics. Our review serves as a conduit binding the fragmented past, present, and future of marketing analytics, presenting an organized framework that highlights the characteristic theoretical underpinnings associated with it. Beyond offering a panoramic perspective of key resources—encompassing journals, authors, countries/territories, and institutions—we delve deeply into predominant themes in marketing analytics. These themes underscore its vital applications, from decision‐making, forecasting, and capability building, to understanding customer journeys and gaining a competitive edge. Central to our discourse is the study's implication, emphasizing marketing analytics as a bridge to a more informed grasp of customer psychology in today's customer‐centric, data‐driven environment. Through this lens, marketing analytics becomes a potent tool to capture psychological nuances, uncovering facets that might be bypassed by traditional marketing, thereby empowering enriched decision‐making in modern marketing strategies.

The Impact of Customer and Marketer Psychology on Making Business Decisions

This research uses the literature research method, the case study method, and the qualitative analysis method as research methods to analyze the influence of customer psychology and marketing psychology on business decision-making through four aspects: stock investment selection, necessity purchases, marketing, and discretionary expenditure. Meanwhile, the author chose the specific period of the epidemic because the social background caused people's psychological fluctuations, which have significant implications for business decisions. The delayed investment brought on by the pandemic affects aggregate supply and aggregate demand, and while the impact may take some time to be apparent, the magnitude of the impact depends on the scale and duration of the outbreak. Through analysis, enterprises need to put valuable customers at the center of business decisions as the basis of business decisions, so that businesses can focus on exploring ways to develop in unknown areas.

Impact of Sustainable Marketing Activities on Customer Retention

Today customer retention is considered one of the most eminent drivers for the overall escalation of business enterprises. Besides, the fundamental shift in customer psychology also makes conducting sustainable marketing activities for the business more challenging. In order to address critical knowledge gaps, the present study aims to examine the impact of sustainable marketing activities on customer retention. Sustainable marketing activities include economic, social-cultural, environmental, and legal aspects. The study employed a deductive approach, causal-comparative research methods, and convenience sampling techniques for its operation. The total number of customers related to food and beverage products in the Surkhet district was taken as the target population. The study included 425 customers as a sample size. The structured questionnaire was used to collect and analyze data through descriptive and inferential statistics. The study found a significant positive impact of economic, socio_cultural, environmental, and legal sustainable marketing activities on customer retention. Therefore, business organizations should consider more sustainable marketing initiatives. The study results will serve as a source of information for stakeholders like business people, customers, researchers, and academicians.

Factor Affecting Customer Satisfaction of Mobile Banking Services of Commercial Bank in Kathmandu Valley

Mobile banking has achieved a great importance in Nepal's banking sector. Though majority of Nepalese banks have recognized the importance of understanding customer psychology and are highly conscious of it. some banks often struggle to keep pace with customer expectations. This paper specifically targets commercial bank customers and aims to uncover their differential perceptions. The study aims to identify the most influential factors that affect customer satisfaction and retention in mobile banking and determine their relative impact. The Exploratory research design was adopted as the main research paradigm to discover the reality. The data was evaluated quantitatively by using both descriptive and inferential statistics. Convenience sampling has used data collection and Structural Equation Modeling (SEM) was used to analyze the relationships from 403 responses. The research findings indicated that security, responsiveness, and convenience have a significant impact on customer satisfaction, while cost and relative advantage have a negligible impact. However, although customer satisfaction and loyalty are strongly related, these factors are not directly related to loyalty. This finding holds theoretical relevance for the Service Quality Theory. The scope and depth of this study is limited to banking customers of Kathmandu Valley. Further studies should include other variables to better understand the underlying relationship between customer satisfaction. Implication includes researchers, banking authority and policy makers who focus on enhancing mobile banking services. Mobile banking is an essential aspect that demands greater priority. Significant enhancements must be made to strengthen security measures, ensure stable service and support, and establish a fairly structured cost system to ensure better modern banking and financial systems.

The Psychological and Behavioral Impact of the Use of Service Robots on Customers based on the S-O-R Theory Perspective

This paper focuses on the impact of service robots on customer psychology and behavior, systematically reviews the current service marketing research literature that focuses on service robots. This paper first compares the characteristics of service robots with those of human employees, and then presents the salient features of service robots in the provision of services. Finally, the paper discusses what can be further researched in the field of service robotics in the context of future artificial intelligence, complementing the existing research framework and suggesting new ideas for the study of artificial intelligence services.

Analysis on the Marketing Strategy of Milk Tea Market Based on Consumption Preference Analysis

Milk tea, which combines the advantages of milk and tea, is widely loved by consumers all over the world and has become one of people's daily drink choices. Studying consumer psychology is helpful for enterprises to produce products that customers like and choose the right marketing methods according to customer psychology, so as to expand sales and improve corporate profits and benefits. Once the consumption habits are formed, it is difficult to change, and consumers are more willing to shop according to their own habits. How to cultivate consumers' consumption habits, so as to use this habit psychology to achieve sales goals needs careful consideration by enterprises. Consumer psychology can affect consumers' behavior in consumption, so that consumers can decide what products to choose. Based on this, this paper takes the sales of milk tea market as an example to analyze the marketing strategy of milk tea shop from the perspective of consumption preference, in order to provide reference for the optimization and innovation of marketing strategy of milk tea shop.

FACTORS AFFECTING CUSTOMER’S INTENTION IN SHOPPING ONLINE ON LAZADA

This study aims to investigate the impact of factors affecting the online shopping intention of the consumer on the Lazada e-commerce website in Ho Chi Minh City. The study confirms the theoretical analysis of consumer behaviour: Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA), as well as compares the previous research articles related to online shopping intention of domestic and foreign authors. The model was tested with a survey sample (n=401). Factor analysis technique in SPSS was used to classify factors which influence buyers while shopping online. From the survey results from 401 customers, the author pointed out five factors positively affecting online purchase intention which include perceived ease of use, perceived usefulness, perceived price, perceived trust and website quality. The other factor is the perceived risk that has negatively affected customers' online shopping intentions. Since then, the research offers the causes, solutions, and implications to help traders on e-commerce sites capture the needs and psychology of customers and help them partially improve their ability to attract customers online shopping in Ho Chi Minh City.

The Analysis of the Marketing Strategy of Shein and Accompanying Word of Mouth on Social Media

For the fast fashion economy, the faster the product is updated and the more categories there are, the larger the brand will be. Speed, category, and price are all essential elements for a successful fast fashion business. But all of these elements serve the first principles of the industry. That is, these fast fashion brand companies use various fashion elements to maximize their ability to capture the various social psychologies of the moment and make these fashion elements the popular goods of the period. Therefore, this paper focuses on SHEIN, a brand that is now a huge success in the global apparel market, and evaluates three strategies that it uses to gain insight into consumer psychology and gain word-of-mouth (using data management to gain effective consumer Insights, using affiliate marketing programs to create social media viral spread, and creating a combination of UGC and PGC content with its brand power to enhance users' spontaneous communication behavior). A questionnaire was created to determine the behavior and psychology of customers when purchasing fast fashion items, and 237 people completed it. It was clear that SHEIN's marketing strategy and its novelty of style and low price could attract a group of consumers. However, some drawbacks are also evident, such as customers' overall perception of the brand, which will affect the enhancement of SHEIN's brand value. The results can help SHEIN to create optimized tactics by considering customers' psychology during the post-pandemic era when more people consider more about the sustainability of their consumer behavior.

The Marketing Strategy of Samsung: Analysis Based on Consumer Behavior

Samsung is the second-largest mobile phone manufacturer in the world, and it has been a hot commodity in the global telecommunications market, with both GSM and CDMA having a high market share.Samsung's understanding of customer psychology and behavior, as well as its ability to manage emergencies quickly and effectively, provide it a competitive advantage in the market. Based on a study of Samsung's customers' buying patterns (emotion and cognition, advertising, brand perception, perceived pricing, and consumer decision) and the company's own products (product characteristics, design, style, and quality), we can see that, a high level of pricing may be appropriate for the market even though Samsung is already one of the well-known brands of smartphones and consistently produces high-quality smartphones., more research is still required, but following the discovery of COVID-19, Samsung changed its marketing strategy to concentrate on the online market, and Samsung's quick response to the outbreak minimized the damage.This article can offer some implications to corporate managers, consumers, and policy makers.

Bi-objective perishable product delivery routing problem with stochastic demand

In recent years, with the fast expansion of the market for perishable products, the transport of perishable products has become a critical issue in logistics research. Freshness and timeliness are two main factors affecting customer satisfaction with perishable product delivery, which are also closely related to the operating cost. To efficiently balance the operating cost and customer satisfaction, we consider the problem of bi-objective optimization with stochastic demand to find the Pareto-optimal solution of minimizing the total expected operating cost and maximizing the total expected customer satisfaction, where the demand is unknown until the delivery vehicle reaches the customer’s location. Two types of vehicles cooperate to serve the customers, where one type is used to serve the initial requests of the customers, while the other type is used to fulfil the unmet demand caused by uncertain demand and non-compliance with the freshness requirement. We present a new evaluation method to measure customer satisfaction affected by time windows, which is more in line with customer psychology than the linear calculation method in existing studies. We develop a multi-objective evolutionary algorithm (MOALNS) that combines the NSGA-II algorithm with the adaptive large neighborhood search to solve the problem, where the expected operating cost of a given route under the vehicle cooperation strategy is minimized by a dynamic programming algorithm. Extensive numerical studies show that MOALNS performs well in finding the Pareto front and reveal the impacts of the key model parameters on the optimal solution, providing insights for the decision-maker to devise delivery schemes that trade-off the operating cost for customer satisfaction.