Customer Value Research Articles

From an emotional experience of mobile food shopping to continued purchase intention: moderating role of e-user expertise

PurposeThis study examines the role of the emotional experience of mobile food shopping in stimulating perceived values and continued intentions under the moderating role of consumer expertise.Design/methodology/approachWe gathered data from 632 Saudi mobile food shoppers through a web survey and analysed it using structural equation modelling.FindingsThe results showed that emotions (i.e. pleasure, arousal and dominance) significantly affect immersion in the experience of shopping via mobile food applications, which generates significant functional and emotional values and ultimately influences continued intentions. However, they do not have a significant effect on social value. Consumer expertise significantly moderates only the relationships between functional and emotional values with immersion and between immersion and continued intention.Practical implicationsFormulating a marketing strategy based on the emotional dimension is a potentially powerful way to enhance the attractiveness of mobile food applications. Nevertheless, segmenting the market based on consumer expertise is crucial for customising offers.Originality/valueThis study contributes to the literature by integrating pleasure-arousal-dominance theory with the theory of customer value to examine the role of the emotional dimension in the development of perceived values and continued intention to use mobile food ordering applications. Additionally, this study adds to the literature by examining the moderating role of user expertise in these relationships.

A structural model of customer experience in rural tourism

Purpose The purpose of this study is to explore the diversification of agricultural management for development in rural tourism. Excellent service has been standardized in response to society becoming more service-oriented. However, the structure of customer evaluations of services in rural tourism and their association with customer satisfaction and customer delight remain under-investigated. Design/methodology/approach This study used survey data from the general consumer population in Japan and used SERVPERF to measure service quality post-service, focusing on rural tourism experiences. The author analyzed the mechanisms of service quality leading to customer satisfaction and value co-creation, and value co-creation leading to customer delight and the effects of customer delight compared with those of customer satisfaction, using structural equation modeling. Findings Enhancing services strongly influenced excellent services, which were considered to generate customer delight. Compared with customer satisfaction, customer delight was inferred to lead to higher customer loyalty. The results indicated that core services generated customer satisfaction, whereas enhancing services generated customer delight. Practical implications These findings provide important insights into the provision of services in rural tourism, which is becoming prevalent in society, and contribute to the diversification of agricultural management. Originality/value The originality of this study lies in the adoption of rural tourism to diversify farm management, revealing its structure as an experience that leads to customer delight through value co-creation. The author showed that customer experience as a form of value co-creation in rural tourism can lead to the creation of excellent services.

Improving international brand performance: the implications of marketing capabilities, brand orientation and customer value cocreation

Purpose To thrive in today’s competitive market, international small- to medium-sized enterprises (SMEs) recognize the importance of building strong brands. Choosing the right capabilities to effectively drive brand performance remains a key challenge for SMEs. This study aims to explore how marketing capabilities affect brand orientation and performance. Specifically, the study considered the mediating impact of value cocreation and the moderating effect of innovation capabilities on the association between brand orientation and performance. Design/methodology/approach The population of interest included SMEs exporting food and agricultural products. A sample of 296 managers and export executives completed the questionnaire. Structural equation modeling (SEM) using Smart PLS3 was applied to analyze the data. Findings The findings revealed that export market planning capabilities positively affect brand orientation, but the impact of marketing information capabilities on brand orientation was not supported. The results showed that brand orientation was directly and indirectly associated with brand performance through the mediating effect of value cocreation, and that innovation capability adversely moderated the relationship between brand orientation and performance. Research limitations/implications This research focused only on two primary internal marketing capabilities affecting brand orientation, i.e. market information and product planning capabilities. Practical implications Explaining why some international SMEs adopt brand orientation activities, the results may help international firms increase their brand performance by emphasizing their marketing capabilities and creating covalue with their customers. Originality/value This research expands the existing knowledge of branding in international markets.

An Innovative Perspective for Constructing Cultural and Creative e-Commerce Platforms: Integrating Insights from ICDT Theory and Brand Personality

Thriving in competitive business environments requires innovation, especially within cultural and creative-based e-commerce platforms. This study examines the application of two prominent theories, ICDT theory and brand personality, in assessing new business models. Focusing on 479 respondents from Taiwan, this research explores how the implementation of ICDT and brand personality in cultural and creative e-commerce influences customer behavior. Statistical analyses and the Smart PLS method are adopted to identify the significance of and relationships between the variables in the structural equation model. The profound influence of the ICDT model is evident in the emergence of virtual information space, virtual communication space, and virtual transaction space. Brand personality traits underscore the significance of intellectual excellence, M-type traits, seeking innovation and change, and stable reliability in shaping customer values. This research enriches the literature by emphasizing the essential role of innovative technologies and brand issues integrated with core product attributes for successful consumer acceptance in the fiercely competitive landscape of e-commerce platforms.

The Business Model Canvas Analysis for Honey Business Development at Situak Ni Loba Siarsikarsik Social Forestry Business Group, Lumban Julu District, Toba Regency

Honey has numerous benefits and considerable potential for development within the Social Forestry Business Group (KUPS). In 2020, honey consumption in Indonesia increased to 60 grams per capita per year, leading to growth in the honey bee business. However, more research is needed to be done on developing business strategies for KUPS in North Sumatra Province. Therefore, this research aimed to formulate development strategies for the honey bee business in Situak Ni Loba Siarsikarsik KUPS, Toba Regency, using the Business Model Canvas (BMC) method. This descriptive qualitative research collected data through direct observation, interviews, discussions, and literature research to map the business model through the nine main elements of BMC, namely customer segments, value propositions, channels, customer relationships, revenue flows, main resources, activities, partnerships, and cost structure. The best strategy identified was to increase the value proposition, expand the strategic partner network, and improve market access. The findings highlighted the need to determine the specialty of the honey produced by the KUPS compared to other products, find cooperation partners for investment, and utilize technology and marketplaces to expand market share.

Analysing the feasibility of agro-based value chain configurations in the rural context with B2B marketing

Purpose This paper aims to advocate for small-scale entrepreneurship with commercial cultivation to earn better profits at the farmer level. This paper explores potential value chain configurations of vertical coordination. Design/methodology/approach The aloe vera supply chain was examined for the study where aloe vera juice is the product. The various configurations are complete vertical coordination, semi-vertical coordination and non-vertical coordination. These were analysed to find feasibility and market prospects based on parameters. The cyclic view of supply chains, comparative analysis and fuzzy-analytical hierarchy process algorithm are presented. Findings The semi-vertically coordinated supply chain is indicated as the optimum setup to initiate value chains. The entrepreneurs in this configuration will be able to sell semi-finished produce to a brand that will process and distribute the final product. This B2B setup will help the farmer to earn better revenues in the post-COVID-19 scenario. Effective marketing with improved execution and innovation will boost the food processing industry. Research limitations/implications This study uses an established methodology to distinguish among alternatives based on underlying factors. The study is based on data collected from stakeholders. The study reflects the most accurate picture of real-world scenarios at the farm and market level in the Indian context. Practical implications This study’s learnings will help understand the organisational approach to serve demand by designing unique business configurations. Adapting the fundamental model with technological intervention will improve supply chain performance and sustainability. The most modern approaches in agri-business, such as subscription models, vertical farming, corporate entrepreneurship and technological intervention, will be covered in future work. Social implications This study will help stakeholders, including the government, decide whether to introduce training skills, subsidy policies, business expansion ideas and feasibility studies. Originality/value The study highlights the strategic role of developing the B2B platform to support customer values and customer ecosystem with better product availability.

A social cognitive theory of customer value co-creation behavior: evidence from healthcare

PurposeCustomer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co-creation experience, self-efficacy, and engagement.Design/methodology/approachUsing healthcare as a case, a stratified random sample comprising 600 patients from 40 hospitals across eight metropolitan cities in an emerging economy was acquired and analyzed using co-variance-based structural equation modeling (CB-SEM).FindingsCustomers' co-creation experience has a positive impact on their co-creation self-efficacy, co-creation engagement, and value co-creation behavior. While co-creation self-efficacy and engagement have no direct influence on value co-creation behavior, they do serve as mediators between co-creation experience and value co-creation behavior, suggesting that when customers are provided with a co-creation experience, it enhances their co-creation self-efficacy and engagement, ultimately fostering value co-creation behavior.Originality/valueA theory of customer value co-creation behavior is established.

Analytics-based service perspective on customer value and business process management: evidence from transportation service

ABSTRACT This paper investigates customer value and business process management from the analytics-based service (ABS) view. ABS uses business analytics to support better-informed decision-making, which benefits service customers and providers. Applying descriptive/diagnostic analytics to service encounters and predictive/prescriptive analytics to post-service may improve business process management. This paper conducted predictive analytics (e.g. regression) and diagnostic analytics (e.g. bigram natural language processing), examining the mechanism to create customer value (e.g. net promoter score) and assessing customer-frontline employee interactions in business processes. This approach helps contextualize diverse and plural relationships between the service customer and provider as an enabler for design thinking. ABS may inform problem exploration with predictive analytics to identify predictors for outperforming or underperforming customer value metrics, problem definition and practice analysis with diagnostic analytics on business process scripts, and developing remedies based on prescriptive analytics powered by simulations and optimizations.

A comprehensive framework for circular product-service systems in infrastructure: Enhancing customer-contractor collaboration

Product-service systems (PSS) represent a business model that increases material decoupling and decreases environmental risks while providing customer value. PSS can help realize a more sustainable construction industry, which remains among the largest polluting and waste-generating sectors. Systemic change in the infrastructure sector requires client involvement, which is represented by the government. However, establishing circular PSS is challenging due to the complexities, which need to combine the lifecycle approach, customer-client aspects, new contracting, knowledge transfer, technology, and PSS-specific aspects. It requires ex-ante evaluation of real case studies to increase knowledge and understanding. This article presents a first-of-its-kind framework for infrastructure based on the current literature and analysis of five infrastructure pilots in the Netherlands (bridge deck, digital road lights, guide rails, roads). The final multistakeholder integrated circular PSS framework includes i) lifecycle perspective and circularity, a) materials and b) management, ii) customer-contractor relationship including a) customer-perspective b) co-creation aspects, c) client-customer hierarchy, iii) technology perspective (functions and resources) iv) business aspects such as a) network and b) value creation and retention. The framework allows customer-contractor communication and can serve as decision support. It is applicable to circular PSS where the customer has more involvement in the formulation of PSS.

Investigating the influence of perceived humanization of service encounters on value creation of chatbot-assisted services

PurposeWhile prior research has examined customer acceptance of humanized chatbots, the mechanisms through which they influence customer value creation remain unclear. This study aims to investigate the emerging concept of Perceived Humanization (PH), examining how hedonic motivation, social influence and anthropomorphism influence value creation through the serial mediation of PH and trust. The moderating roles of rapport and social presence are also explored.Design/methodology/approachBased on data from an online survey involving 257 respondents, this study employs Partial Least Squares Structural Equation Modeling utilizing SmartPLS3 software.FindingsHedonic motivation leads to value creation via two routes: PH and affective trust; and PH and cognitive trust. Social influence and anthropomorphism also positively impact value creation through similar pathways. Rapport moderates the impact of social influence on PH, while social presence moderates the relationship between PH and both affective and cognitive trust. A cross-cultural analysis of China, India and New Zealand highlights varying cultural dimensions influencing PH and its effects on value creation.Practical implicationsFor practitioners in the tourism industry, the findings highlight the strategic importance of enhancing PH in chatbot interactions. By understanding and optimizing these elements, businesses can significantly improve their customer value-creation process.Originality/valueThis study contributes to the service marketing literature by generating a comprehensive framework for the comprehension and application of PH. Its cross-cultural perspective provides rich insights, offering valuable information for service marketers aiming to thrive in the dynamic and competitive tourism industry.

The Impact of Robotic Gastronomic Experiences on Customer Value, Delight and Loyalty in Service-Robot Restaurants

This study examines the impact of robotic gastronomic experiences (RGE) on customer emotional and functional value, delight, and loyalty in service robot restaurants. Using validated scales from prior research, a 5-point Likert scale survey was conducted with 302 participants via Amazon Mechanical Turk, targeting individuals with experience in such establishments. The analysis, performed with SmartPLS 4.0, utilized partial least squares-path modelling (PLS-PM) to test the hypothesized relationships. Results show that RGE, characterized by competence and coolness, positively affects emotional and functional values, which significantly influence delight and loyalty. Methodological measures were implemented to address common method variance (CMV), confirming the robustness of the findings. This research underscores the potential of service robots to enhance customer satisfaction and loyalty through efficient and engaging service delivery, providing valuable insights for integrating advanced robotics in the hospitality industry.

Green Quality Management and Green Target Costing and Their Role in Achieving Competitive Advantage

This study mainly aims at the extent of the possibility of achieving integration between green cost management techniques, including green quality management and green target costing, and the extent of the possibility of achieving many benefits from this integration, including environmental benefits as well as economic benefits for the company and achieving competitive advantage. We have concluded that companies can achieve competitive advantage by adopting the proposed model of integration between green quality management and green target costing, with the use of green value engineering in excluding non-value-adding activities and enhancing value-adding activities, which contributes to enhancing customer value and reducing costs, as well as providing environmentally friendly and differentiated green products.

ІНКРЕМЕНТНИЙ ПІДХІД ДО ПЛАНУВАННЯ РОБОТИ СТУДЕНТІВ НАД СПІЛЬНИМ ПРОГРАМНИМ ПРОЄКТОМ

As of today, well-known product and outsourcing IT companies use Agile models for the software development life cycle (SDLC), the advantages of which include rapid adaptation to changes, continuous feedback, improved product quality, increased team engagement, focus on customer value, transparency and control, as well as the reduction of internal and external risks. All Agile models are iterative, meaning the development process is divided into separate, similar iterations, which have different names in different models. Familiarization with and practical application of modern Agile models by students at the first (bachelor’s) level of higher education in the field of information technology is an important task for future IT specialists. To achieve this task, the most popular Agile model, Scrum, was chosen, which is also incremental, meaning that each iteration delivers additional functionality that is ready for use. The main roles of participants and their responsibilities, artifacts, and ceremonies of the Scrum process are reviewed. The article proposes applying the Scrum model for iterative and incremental software development that will solve a multi-criteria optimization problem using a game-theoretic approach. The formulation and general algorithm for solving the multi-criteria optimization problem using a game-theoretic approach are presented, as well as an example of formulating the Product Backlog, which contains twelve functional requirements to be implemented by the student Scrum team over twelve iterations (sprints). The recommended process for dividing students into Scrum teams and assigning roles to participants is described. An example of incremental implementation based on the Scrum model of the SDLC for solving the multi-criteria optimization problem using a game-theoretic approach is also provided.

How Customer Value and Customer Self Construal Influence Repurchase Intentions Moderated by Customer’s Country Origin: Study of Gen Z in Indonesia-Malaysia

This research aims to analyse the influence of Customer (perceived) Value and Self-construal in Gen Z on their decision to repurchase fashion products online in e-commerce such as e-Matahari, Zalora, and Pomelo, with country of origin as the moderating variable. This research uses the SEM-PLS method with SmartPLS software to analyse 236 data generated from online questionnaires to consumers in Indonesia and Malaysia. This research variable was determined after conducting text mining analysis using the orange application, which produces keywords and sentiment analysis to become a reference in deciding variables. The results of the study show that Customer (perceived) Value and Self-construal are directly able to influence Repurchase Intention significantly. At the same time, the country of origin cannot moderate this influence.

Supply chain strategies in a global context: a customer value-based perspective

ABSTRACT Customer value is influenced by several factors, which impose major challenges to global Supply Chains (SCs) and their management. This study aims to understand how companies tackle these challenges by focusing their global SC management on major strategies and supporting practices. Based on customer value theory, and recognising major trends affecting what end consumers value, we identify four global SC strategies: customer-driven, service-driven, resource-efficient, and closed-loop. A multiple case study carried out in eleven companies in the consumer goods industry explores the practices adopted per each SC strategy in managing global sourcing, production, and distribution networks. Results show the key requirement of selecting tailored practices for SC management that align with the context and the value expected by customers. Operational SC practices entail managing collaborative actions both up and downstream and competing with other SCs and can benefit from the implementation of appropriate digital technologies for customer value creation and delivery, as well as for continuous learning about customer needs.

COMPETITIVE MODEL PROPOSAL FOR THE AZERBAIJAN WINE INDUSTRY: TALENT-BASED ORGANIZATIONAL MODEL

The main aim of this study is to develop a talent-based model proposition in line with the resource-based approach by assessing the strategic position of Azerbaijan's wine industry, which is globally recognized as an important wine producing country. It is noted that in the context of very important changes and events taking place in the world today, the phenomenon of competition expresses competition in all spheres of life and day by day increases its intensity and challenges modern business. The article widely uses methods of comparative analysis of the experience of foreign countries, analysis of statistical dynamics, and in-depth analyzes of economic growth in a competitive environment. The author notes that in order for businesses to compete and, moreover, achieve sustainable competitive advantage, they need to understand that the basis of competition has changed, and accordingly everyone must reconsider their approaches and define a new road map for themselves as strategic support with new methods in management. This new understanding of strategy allows companies to be unique, inimitable and responsive to define their strategy and prepare action plans to meet changing customer needs, create customer value and provide quality and low-cost products and services. The author emphasizes that businesses now realize that it is impossible to compete and survive using old methods. It is noted that the resource-based view is used as a new approach, which involves the harmonization of resources and business capabilities with their external environment to produce unique products and services. Azerbaijani wine industry businesses that can redefine their boundaries and develop external relationships using a talent-based model can expand their reach and influence to new groups of employees and entrepreneurs. In this way, Azerbaijani wine industry enterprises can create great new opportunities and offer these groups opportunities to participate in the global economy. This perspective, which sheds light on the dominant organizational logic of powerful players who influence or share the behavior of others, includes foreign competitors, suppliers and employees in the global economy. In this regard, it is very important for the Azerbaijani wine industry to have a good understanding of the interaction between global and local dynamics.

ОСОБЛИВОСТІ ІДЕНТИФІКАЦІЇ ТОВАРІВ ПРИ ЗДІЙСНЕННІ ЕКСПОРТНО-ІМПОРТНИХ ОПЕРАЦІЙ

In the course of export and import operations, the identification of goods plays an important role in ensuring the correct execution of customs declarations, compliance with customs regulations, and determining the rate of customs duties and other payments. Identification is a preliminary stage of the classification of goods and is important in shaping the flow of goods, accelerating customs procedures and improving their efficiency. It should be noted that a purely commodity-based approach to the classification of goods will be somewhat different from the customs approach, as the customs approach must adhere to the basic rules of interpretation of the explanations, exceptions and notes to sections and groups, terminology, and must take into account the properties, signs, indicators and methods of determination that are accepted as determinative and recommended when identifying classification groups. Despite the existence of many scientific works on the topic of this study, the essence of identification as a component of the process of export-import operations in Ukraine has not yet been clarified, aspects of the current state of functioning have not been identified, and ways of modernisation and means of identification of goods in export-import operations have not been proposed. The purpose of this study is to analyse the current state of affairs and to provide recommendations on how to create effective and reliable procedures for the identification of goods in order to improve export-import operations and ensure compliance with legislation and technical regulations. Thus, the identification of goods in the course of export-import operations is a set of actions of customs officials aimed at controlling the information on the customs value of goods transported across the customs border of Ukraine, with mandatory verification of accompanying documents for such goods and information on the counterparties to foreign economic transactions under which certain export-import operations were carried out.

Value propositions of artificial intelligence in retailing

ABSTRACT Numerous companies are increasingly employing artificial intelligence (AI) to generate accurate predictions, increase efficiency and automate tactical decision-making processes. However, misguided AI initiatives can end up destroying customer value, for example, through customers experiencing a loss of control or fear of their privacy. To develop guidelines for retailers and better understand value creation in this context, this study examines how retailers leverage AI in creating customer value propositions (CVPs). This conceptual paper discusses and synthesises customer value creation and the use of AI in retailing. Ten case examples are used to illustrate how retailers with different CVPs leverage AI. This analysis provides a basis for discussing the implications of AI for retailers’ value creation. Retail managers will benefit from a structured understanding of different AI strategies and their links to CVPs.

Sound quality improvement on industrial products

Even with efforts to reduce the noise level (dB) of industrial products, some people remain dissatisfied with the sound of products due to annoyances remained. Annoyance is closely related to the sound quality (SQ), especially in quiet environments such as hospitals and laboratories, it is essential to improve the sound quality (comfort of listening) of products. We defined a method for evaluating the sound quality of industrial products that we handle using both existing and developed sound quality indices that focus on the high-pitched sound, the prominent peak noise, the rough sound and the beat/moan noise, and improved our actual products based on the method. In this paper, we introduce the evaluation method and the sound quality improvement in actual products, including one of research activities that contributes to the business unit and has the potential to create future customer value.

Analisis Keterkaitan Kualitas Pendidikan, Nilai Pelanggan di Sekolah Swasta Melalui Pendekatan Balanced Scorecard.

The use of the Balanced Scorecard method in performance measurement including determining teaching quality and customer value, allows assessment of financial aspects, customers, internal business processes, and learning and growth based on the goals that the organization has set. This measurement is based on the organization's stated goals, vision and mission. With the Balanced Scorecard, SMKN 2 Rangkasbitung obtained a comprehensive picture of its teaching quality and customer value, including the school's ability to fulfill the satisfaction of educational stakeholders. This research used a descriptive qualitative approach, with interview, observation and documentation techniques. Data analysis techniques recommended by Miles and Hubermen are data reduction, data presentation and conclusion drawing based on themes in the research. In the context of education, the Balance Scorecard serves as a guide to measuring and improving the performance of educational institutions comprehensively, and obtaining commitment from project participants and clarifying the framework for implementation and management that must be implemented after the preparation of the initial Balance Scorecad, as well as helping institutions to translate vision, mission into concrete actions through performance measurement from various perspectives and used to boost the organization's ability to multiply performance