Understanding Of Customers Research Articles

Big data analytics and market performance: the roles of customization and personalization strategies and competitive intensity

PurposeBig data analytics (BDA) plays a crucial role in understanding customer behavior through Customer Relationship Management (CRM), especially in a rapidly changing business environment. This paper investigates the direct effect of BDA use on market performance, besides the mediating effect through Big Data-enabled CRM strategies adoption (e.g. customization and personalization). The paper also examines the moderating role of competitive intensity in these effects.Design/methodology/approachDrawing from a knowledge-based view (KBV) and Organizational Information Processing Theory (OIPT), the authors formulated the research model. Subsequently, the measurement model and hypotheses were tested through PLS-SEM on online survey data of 229 managers from 167 companies out of Egypt's top 500.FindingsThe results indicated that BDA use does not directly affect the market performance, but this effect was significant through customization and personalization strategies adoption. The results also revealed a positive association between BDA use and the adoption of these strategies. Furthermore, competitive intensity only moderates the relationship between BDA use and personalization strategy adoption.Research limitations/implicationsCompanies can use BDA to improve customer knowledge and experience through customization and personalization, leading to better market performance and moving towards becoming a Big Data-driven organization. This study is limited to companies in the Egyptian context, which restricts the generalizability of the results.Originality/valueThis study conceptually and empirically explores how BDA usage, customization and personalization strategies impact market performance under competitive intensity situations, especially in the context of emerging markets.

Portion perception and waste awareness: investigating the effects of Augmented Reality menus on over-ordering intentions in various dining settings

ABSTRACT The escalating food waste issue, mainly due to over-ordering in the hospitality sector, needs innovative solutions. This study explores the potential of Augmented Reality (AR) in menu design to influence customer behaviour, an area where existing literature is lacking, especially concerning the impact of different ordering environments. Two experiments were conducted involving 858 participants in Fiji, examining the influence of AR versus picture-based menus on over-ordering. Results revealed that AR menus effectively mediated over-ordering intent through portion size perception and awareness of food waste. AR menus also negatively influenced over-ordering, a relationship stronger in-home than at-restaurant. The study contributes to understanding customer behaviour and food waste in hospitality, comparing AR and picture-based menus’ impacts on portion size perception, food waste awareness, and their variable influence in different environments. The insights are valuable to restaurants, menu designers, AR developers, and food delivery platforms striving to reduce food waste, contributing to the United Nations Sustainable Development Goal 12: ‘Responsible Consumption and Production.’

Effect of Consumer Value Perception on Consumer Purchase Intention: A Case of Private Label Apparels

Consumer values are the foundation of every successful purchase and motivate customers to buy more. The purpose of this research study is to explore the effect of customer value perception on consumer purchase intention for private label apparels. Further, the mediation effect of perceived quality between customer value perception and consumer purchase intention is also determined. A total of 800 valid questionnaires are collected from consumers who are regularly buying private label apparels. In order to analyse the data, techniques such as exploratory factor analysis, confirmatory factor analysis and structural equation modelling are employed to evaluate the proposed framework. The findings reveal that financial, functional, individual and social value perceptions positively influence the perceived quality of private labels. Value perceptions of respondents also influence the consumer purchase intention except for the functional and social value perception. Consumer purchase intention is directly influenced by perceived quality. Furthermore, with the exception of social value perception, the findings imply that perceived quality mediate between the distinct consumer value perception (CVP) and purchase intention of private label apparels. Relevant implications are provided by this study which helps the retailers in better understanding customer value perception and concentrating on improving CVP.

Customer Shopping Behavior Analysis Using RFID and Machine Learning Models

Analyzing customer shopping habits in physical stores is crucial for enhancing the retailer–customer relationship and increasing business revenue. However, it can be challenging to gather data on customer browsing activities in physical stores as compared to online stores. This study suggests using RFID technology on store shelves and machine learning models to analyze customer browsing activity in retail stores. The study uses RFID tags to track product movement and collects data on customer behavior using receive signal strength (RSS) of the tags. The time-domain features were then extracted from RSS data and machine learning models were utilized to classify different customer shopping activities. We proposed integration of iForest Outlier Detection, ADASYN data balancing and Multilayer Perceptron (MLP). The results indicate that the proposed model performed better than other supervised learning models, with improvements of up to 97.778% in accuracy, 98.008% in precision, 98.333% in specificity, 98.333% in recall, and 97.750% in the f1-score. Finally, we showcased the integration of this trained model into a web-based application. This result can assist managers in understanding customer preferences and aid in product placement, promotions, and customer recommendations.

Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in Bangladesh

PurposeThe purpose of this paper is to explore factors and their impacts influencing online grocery shopping intentions among customers in the post COVID-19 situation. Moreover, the study aims at evaluating the mediating roles of shopping habits during COVID-19 between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions.Design/methodology/approachBased on a review of the literature and collection of 401 useable valid responses, the study was conducted through structured questionnaires applying personal interview technique. The subsequent analysis was conducted through partial least squares structural equation modeling (PLS-SEM) using Smart PLS 3.3.3.FindingsThe study findings revealed that perceived usefulness, perceived ease of use and shopping habits during COVID-19 have a significant influence on post COVID-19 online grocery shopping intentions. Also, the study has uncovered that perceived usefulness and perceived ease of use significantly influence shopping habits during COVID-19 among customers. Furthermore, the current study has revealed that hopping habit during COVID-19 significantly mediates the relationship between perceived usefulness, perceived ease of use and post COVID-19 online grocery shopping intentions.Practical implicationsThe study findings have provided practical suggestions of developing and improving technological platforms to attract new customers for online grocery shopping. Further, the study suggests that online grocery retailers should apply adjusted pricing strategies using coupons and discount offers.Originality/valueThis paper investigates factors and its impacts on online grocery shopping intentions in post COVID-19 context. Therefore, the study uncovers the factors that add value to understanding customers' post COVID-19 online grocery shopping intentions by integrating perceived usefulness, perceived ease of use and shopping habits during COVID-19.

Value-Based Selling Capability: Antecedents and Implications for B2B Sales Performance

ABSTRACT Purpose This study aims to explore the conception and antecedents of organizational value-based selling (VBS) capability in the business-to-business (B2B) market. Additionally, the present study also explores the contingency conditions between VBS capability and sales performance. Design/methodology/approach This study tested the model hypotheses by applying partial least squares regression to a sample of 186 sales directors or managers of service or product providers in China. Findings Four service-oriented resources in the organization – service-oriented human resource management practices (human), inter-departmental service collaboration (relational), service technology (informational), and end-to-end service processes and standards (organizational) – have a positive impact on VBS capability. In turn, VBS capability positively impacts sales performance, while customer needs complexity and competitive intensity positively moderate the relationship between the preceding two factors. Research limitations/implications This study tested the model hypotheses using cross-sectional subjective data for a single country. Practical implications The results suggest that providers should develop the VBS capability (embodied in understanding customer business, crafting the value proposition, communicating customer value, and verifying value-in-use) to secure a competitive advantage in the marketplace, in conjunction with building and leveraging their service-oriented resources to help VBS capability improve a comparative advantage. In particular, VBS capability tends to be more effective when customer needs are more complex, or the intensity of competition amongst enterprises is high. Originality/value This study conceptualizes and operationalizes the organizational value-based selling capability. Based on the resource-advantage theory, we identified and examined the critical role of four operant resources in forming VBS capability and the moderating effects of two factors related to customer and competitor between VBS capability and sales performance. This study advances and contributes to the existing research on selling capability, value-based selling, and B2B sales management.

Social Listening – A Review and its Use for Customer Engagement & Customer Retention by Organizations

In today's digital age, social media has emerged as a vital platform for businesses to connect with their customers. As of July 2023, there are 5.19 billion internet users worldwide, which amounted to 64.6 percent of the global population. Of this total, 4.88 billion, or 59.9 percent of the world's population, were social media users (Source : Statista ). Tech and policy think tank Esya Centre has found that daily engagement of Indians in terms of time spent is the highest for social media at 194 minutes a day. This number for OTT and Online Gaming stands at 44 minutes and 46 minutes, respectively. Thus it has become important for organizations to be available on these social media platforms to connect with customers. Presence of organizations on Social media platforms has helped companies connect with common people , end users. Social listening, the practice of monitoring and analyzing online conversations and discussions, has gained significant attention as a strategic tool for understanding customer sentiments and preferences. This research article presents a comprehensive review of the concept of social listening and its pivotal role in enhancing customer engagement and retention strategies. To provide a comprehensive perspective, the article also mentions about various organizations that have successfully integrated social listening into their customer-centric strategies. In sum, this research article sheds light on the role of social listening in customer engagement and retention by making use of the insights derived from social listening. Keywords: Social Listening, Social Media, Customer Engagement, Ethics

Assessing the Impact of Service Recovery Strategies on Customer Satisfaction in the Hospitality Industry

Studying customer Opinion of service quality in the banking industry holds immense importance for both financial institutions and the customers they serve. Firstly, understanding customer perception allows banks to identify areas of strength and weakness in their service delivery. This insight enables them to make targeted improvements in the dimensions that matter most to their customers. For example, if customers perceive a lack of empathy in their interactions, banks can focus on training and developing their staff to be more empathetic, ultimately enhancing the customer experience. Secondly, the study of customer perception helps banks gauge their competitive position in the market. In a highly competitive industry like banking, where customers have numerous choices, having a clear understanding of how customers perceive the quality of their services can be a strategic advantage. Banks can use this information to differentiate themselves from competitors and attract and retain customers. Moreover, customer perception studies provide valuable feedback that can be used for benchmarking against industry standards and best practices. Banks can compare their performance with that of peers, leading to industry-wide improvements in service quality. Additionally, a positive perception of service quality can directly impact customer loyalty and retention. Keywords: Customer perception, Banks, Reliability, Assurance, Responsiveness and credibility.

Understanding customer experience with Vietnamese hotels by analyzing online reviews

On the post-pandemic recovery green economy track, especially in the hospitality and tourism industry, businesses must accelerate digital transformation and enter the race to increase customer experience. Improving customer experience is critical, and understanding customers’ emotions and needs after using hotel services is crucial. This is why businesses increasingly rely on online customer reviews on booking sites to gain insight into what their customers seek. By understanding their needs and experiences, hotel managers can provide services that meet customer expectations and improve overall service quality. Although online review analysis is meaningful for hotel managers because of its practicality in business operations, a specific model, method, or tool is needed to explore customer emotions. This study proposes a method to analyze customers’ online reviews of Vietnamese hotel services. With a Data set of 20,551 reviews collected from TripAdvisor, the study examines customers’ perceptions of Vietnamese hotel services overall and aspects of hotel services by combining language rules of natural language and inferential statistics. The key findings indicate that customers are most satisfied with the “place” aspect of hotels, with a satisfaction rate of 78%, while the “room” service aspect has the lowest satisfaction rate at 61.3%. These results have recommended that hotel managers in Vietnam prioritize understanding customers’ sentiments and opinions to improve service quality in aspects where satisfaction rates are lower.

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.

Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan Produk Jasa Layanan Internet

Increasing human awareness of the importance of information and technological developments has increased human interest in using the Internet as a source of information and communication. PT X engaged in information and communication technology services and telecommunication networks. Service quality is a complex concept that involves understanding customer needs, provision of delivery, and managing customer expectations. In addition, price is an important factor in the marketing strategy of a product or service. The right price can influence consumer purchasing decisions so that it can affect sales and company profits. The purpose of this study was to determine service quality and price have a significant effect on customer satisfaction partially and to determine service quality and price have a significant effect on customer satisfaction simultaneously. The research design is a survey research using quantitative methods. The sampling technique used in this study was accidental sampling with a sample of 100 people. Data collection techniques used in this study were observation, questionnaires, and documentation. As well as the analysis techniques carried out in this study, namely validity test, reliability test, classical assumption test, and multiple linear regression test. The results of the research at a significance level of 0.000 <0.05 indicate that the first variable of service quality has a significant effect on customer satisfaction partially. Second, the price variable has a significant effect on customer satisfaction partially. Third, the variables of service quality and price have a significant effect on customer satisfaction simultaneously.

Enhancing Customer Engagement on the Companies' Facebook Pages in the Fuel Retail Sector

Social networks change the way how companies conduct their marketing activities. Potential customers become part of companies' marketing activities instead of just being passive participants. The ability to actively involve customers thus becomes a critical factor in the success of marketing activities. The study aims to determine how the posts' different content on the companies' Facebook pages affects the engagement of the message recipients. A retrospective, longitudinal study approach was used. Five hundred fifty-three posts from the four Slovak largest fuel retail sellers' Facebook pages were analyzed. The results revealed the significant difference in the medians of the passive engagement (χ2 (3, N = 533) = 85.685, p-value = < 0.0001) and active engagement (χ2 (3, N = 533) = 85.685, p-value = < 0.0001) according to different content types. The paired rank differences suggest that while entertainment messages (EM) significantly encourage both types of engagement (passive and active), informational messages (IM) and social messages (SM) encourage mainly passive engagement. The study extends the research on active and passive customer engagement, and thus, it contributes directly to understanding engagement and customer experience with social media and expands the knowledge about the Facebook content strategy. Finally, it offers recommendations for future research in the examined area.

A Study on Consumer Preference towards BHARAT BENZ in Bengaluru

The commercial vehicle industry plays a pivotal role in powering economies worldwide, facilitating the movement of goods, services, and people. Among the industry players, Bharat Benz, the commercial vehicle arm of Daimler India Commercial Vehicles, has established itself as a prominent contender in the Indian market. This study delves into consumer preferences towards Bharat Benz in Bengaluru, aiming to unravel the factors that influence consumers to choose Bharat Benz over competitors. It explores key attributes like brand reputation, vehicle performance, pricing, after-sales service, and environmental considerations that shape purchase decisions. The study's objectives include understanding customer satisfaction levels, awareness about Bharat Benz, and identifying customer demands and preferences in the commercial vehicle segment. Through a combination of primary and secondary data collection methods, including surveys conducted at market areas, showrooms, and lorry stands, this study provides valuable insights to enhance Bharat Benz's market position and better cater to Bengaluru consumers' specific needs and preferences.

Discovering the mindsets of the luxury recycling phenomenon

This study focuses on two main luxury items recycling issues. First, understanding customers’ attitudes toward recycling luxury items via e-business and second, discovering e-platforms configurations used. This study considers as input parameters consumers’ age and gender. Thus, an online survey implementing a mind genomics experiment was delivered to 4,320 international consumers regardless of whether they have experienced or not recycling luxury items via e-commerce channels. Only 3,624 consumers participated in the study, indicating one of four reasons they recycle luxury items via e-commerce channels. These reasons are: to renew their wardrobe often, follow fashion without paying an exorbitant price, profit from selling clothes & accessories they do not use anymore, and be part of the luxury recycling business without significant investments. In addition, this study established as the main pillars of luxury recycling items via e-commerce channels the following aspects: the use of e-commerce to recycle luxury clothes & accessories; the configuration used in luxury recycling e-commerce sites; the sector benefiting the most from the luxury recycling business; the luxury recycling business approach more beneficial. The selection of the study pillars and the reasons for recycling help to achieve the main goal of the study, being understanding what fascinates consumers about luxury recycling. It unveils that configurations such as outlets and individual sales are preferred in the luxury items recycling business. Further, recommendations are provided to consolidate ethical luxury items recycling business, such as the development of more user-friendly technological e-commerce platforms, and decreasing intermediation charges.

Automated sentiment analysis in social media using Harris Hawks optimisation and deep learning techniques

Sentiment analysis (SA) is a technique used in natural language processing (NLP), which determines the sentiment or emotion expressed in a piece of text. SA technique is frequently implemented on text datasets to assist in understanding customer needs, product sentiment in customer feedback, and businesses monitoring brands. Accordingly, the deep learning (DL) model is evolved as a promising technique that has been widely employed and attained considerable outcomes. Because DL models automatically extract features from the dataset, it can be claimed that intermediate representation extracted from the network is utilized as a relevant feature. Therefore, this article focuses on the design of automated sentiment analysis in social media using Harris Hawks Optimization with deep learning (ASASM-HHODL) model. The presented ASASM-HHODL model primarily processes the raw social media text into a useful format. Besides, the proposed ASASM-HHODL model uses fastText-based word embedding and skip-gram to examine the decrease of language processing dependency on data-pre-processing. Moreover, the attention-based bidirectional long-short-term model (ABiLSTM) is exploited for the classification of sentiments. Furthermore, the primary hyperparameters of the ABiLSTM model are adjusted by the use of the HHO algorithm to improve the classification performance. The performance validation of the proposed ASASM-HHODL model is carried out using a benchmark dataset and the results highlighted the promising performance over recent state of art approaches.

Evaluating the Performance of Association Rules in Apriori and FP-Growth Algorithms: Market Basket Analysis to Discover Rules of Item Combinations

This study focuses on applying data mining techniques, especially association rules mining using the Apriori and FP-GROWTH algorithms, for market basket analysis on PT. XYZ is a pharmaceutical company in Indonesia. A quantitative methodology uses a dataset of 100,498 transactions originating from 432,356 rows of data covering July to December 2022 in the JABODETABEK area. Apriori and FP-GROWTH algorithms are applied for association rules mining. The results show that FP-GROWTH has the fastest execution time of 84,655 seconds. However, the memory usage for the Apriori algorithm is the lowest at 482.32 MiB, with increments of: 0.21 MiB. For the rules generated, the two algorithms, both Apriori and FP-GROWTH, produce the same number of rules and values of support, confidence, lift, Bi-Support, Bi-Confidence, and Bi-Lift. In conclusion, Apriori is recommended for sales datasets if memory usage and ease of implementation are important. However, if the speed of execution time and a large amount of data are considered, FP-GROWTH is a better choice because the execution time is faster for large amounts of data. However, the choice of algorithm depends on the specific analysis objectives, itemset size, data scale, and computational capabilities. Results from association rules mining provide evidence of product popularity, purchasing patterns, and opportunities for strategic marketing and inventory management. These findings can help PT. XYZ improves business efficiency, understands customer behavior, and increases profitability.

Analyzing the Influence of COVID-19 on the E-Commerce Customer’s Retail Experience in the Supermarket Industry: Insights from Brazil

Background: E-commerce’s convenience, speed, and ability to overcome geographical barriers have made it increasingly popular across industries. This study analyzed the impact of the COVID-19 pandemic on customer experience and satisfaction in supermarket retail e-commerce in the Brazilian market. The objective was to understand how the pandemic influenced satisfaction in this sector. Methods: A survey research method was employed, utilizing the Critical Incident Technique to identify key quality dimensions important to customers. A total of 133 valid responses underwent exploratory factor analysis. Results: Data analysis identified three dimensions significantly affecting overall customer satisfaction. “Presentation of Products in the Application (app)” had the highest correlation, while “Delivery Logistics” had the lowest. However, when considering the COVID-19 factor, “Delivery Logistics” showed the highest correlation. This indicates that the dimension most affected by the pandemic has the least impact on overall satisfaction in supermarket e-commerce. Conclusions: The study emphasizes the significance of understanding customer satisfaction in supermarket e-commerce, not just during the COVID-19 pandemic but also its post-pandemic consequences. Retailers should prioritize improving product presentation in apps, as it greatly influences overall satisfaction. Addressing the pandemic’s impact on delivery logistics is also crucial to ensure competitiveness in the e-commerce market.

Customers’ intentions to use mobile payment service: a comparative study of payment system types

With the development of mobile technology, mobile payment services are some of the fastest growing transaction systems in the industry. However, studies of mobile payment systems have focused on retailing settings; few studies have examined them in the service setting. Thus, this research explores the effects of mobile payment system–related characteristics (i.e. perceived ubiquity, perceived security, perceived ease of use, perceived cost) on customers’ intentions to use mobile payments in the restaurant setting. An online survey (n = 370⁣) was conducted in the United States. The data are analyzed by partial least squared-structured equation modeling. The study results demonstrate that restaurant customers’ intentions to use mobile payment are largely determined by perceived usefulness, trust, and attitude. Among them, perceived usefulness is the most important factor for predicting customers’ intentions across different types of mobile payment systems (i.e. mobile proximity payment, mobile peer-to-peer payment, mobile in-app payment). These findings have useful theoretical and practical implications for better understanding customers’ mobile payment usage behavior.

Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Pada Cafe Bree Sweetandfreeze Banjarmasin (Menggunakan Analisis SWOT)

This study aims (1) to determine the marketing strategy used by Cafe Bree Sweetandfreeze Banjarmasin in increasing sales. (2) To find out marketing strategies that can be implemented by utilizing SWOT analysis to improve marketing performance at Cafe Bree Sweetandfreezee in Banjarmasin. The method in this study uses a qualitative descriptive method. The informants in the study were the Owners of Cafe Bree Sweetandfreeze Banjarmasin. Data collection techniques used in this study are observation techniques, interviews and documentation studies. The results of the study show that Cafe Bree Sweetandfreeze Banjarmasin uses various marketing strategies, such as advertising promotions, collaboration with influencers, new product development and creating Instagramable photo areas. The SWOT analysis shows strengths in product quality, cafe design and strategic location, while weaknesses relate to understanding customer preferences and digital marketing. The cafe has opportunities in forging local partnerships and leveraging social media, but faces threats from intense competition and changing consumer trends. In conclusion, Cafe Bree Sweetandfreezee Banjarmasin can capitalize on strengths, overcome weaknesses and seize opportunities to strengthen their brand and increase their market share.

피벗을 통한 창업기업의 Death Valley 극복 사례 분석

Most successful pivot cases in the domestic market are either promotional materials for well-known companies or cases of stable companies that can afford to fail once or twice. As a result, there is a lack of pivot research that early-stage startups can refer to in order to overcome the Death Valley. Therefore, in order for early-stage startups to overcome the Death Valley through pivoting, it is necessary to reduce the probability of pivot failure. To achieve this, research on pivot cases of early-stage startups in similar environments is needed to gain a precise understanding of pivoting and its key factors. In this study, we conducted a case analysis of five early-stage startups that are currently actively conducting their business to identify the types of pivot in domestic startups and summarize the success factors. The research results revealed that domestic startups are relatively engaged in Customer Need Pivot and Zoom-out Pivot. The prevalence of Customer Need Pivot indicates that pivoting, which reflects customers' needs, is also being applied in reality as part of the Lean Startup methodology. Moreover, it was found that startups often undergo Zoom-out Pivots, where they leverage existing resources and capabilities to add new business models in order to expand their business. The research results indicate that in crisis situations, rapid decision-making and execution, problem-solving starting from understanding customers' needs, securing resources and capabilities necessary for pivoting, modifying the direction of the business through pivoting, and increasing the chances of success are crucial. Additionally, maintaining an open attitude towards various possibilities, making correct choices, and focusing on core competencies were identified as important factors for successful pivoting.