Use Of Online Channels Research Articles

Examining the relationship between online distribution channels and tourist satisfaction and loyalty

Although the Internet and e-commerce have contributed positively to the tourism sector, there is not much empirical research on the transformation of distribution channels or that considers the use of the Internet in travel planning as an antecedent of tourist satisfaction and loyalty. This paper aims to test the influence of online distribution channels in trip planning by tourists on their general satisfaction level and their loyalty towards the destination and to differentiate the profile of digital and traditional tourists. Quantitative research techniques are used to analyse the dataset of 1,387 surveys of tourists visiting the province of Burgos, Spain. Among those surveyed, 65% search for information online and 54% book or pay for services online. According to ordinal regression analysis, the use of online channels does not significantly influence the level of satisfaction, but according to binary logistic regression, it does significantly influence loyalty. The findings provide valuable information for developing marketing strategies in tourism organisations and support decision-makers in creating competitive tourism destinations that are resilient to the demographic challenge of depopulation.

The Impact of Sensory Marketing: Analysis of its Attributes Towards Online Perfum Users’ Behavior

Purpose: The tendency of consumers to purchase online today is enormous and requires the role of sensory marketing in providing a positive and memorable experience to all. In addition, since sensory marketing whether in online or offline settings can unconsciously govern shoppers’ judgement and purchase behavior, this paper aims to understand how multi-sensory information processing in the online environment is diverted from offline in the cosmetic perfume industry by leveraging previous research to analyze its effect on offline stores and emphasizing the present study on online retail stores. Theoretical framework: The research study conducted by Petit et al. (2019) attempts to explore more about digital sensory marketing and multisensory technologies. However, offline and online settings would have different effects and since perfume products require the use of our senses, there would be obstacles that prevent us from using our senses when sold online. This requires us to understand sensory marketing in the online shopping environment. Design/Methodology/Approach: This paper uses an exploratory study approach to gain in-depth understanding of the topic. The qualitative study is essentially built on primary data sources, through naturalistic observation and semi-structured interviews with 9 Generation Z individuals who are Indonesian citizens and have undertaken frequent perfume purchases online. A snowball sampling method was used in finding respondents for this study while interview results were analyzed using thematic analysis. Findings: The paper highlights the significant impact of sensory marketing through the use of sensorial cues, sensorial attributes, and individual differences in sensory perception. Ethical considerations when utilizing sensory marketing are also being emphasized throughout this study. Research, Practical & Social implications: Results of this study can encourage future research to help bring benefits for website/internet site designers, content managers, online perfume retailers, as well as academicians in general. Originality/Value: This paper draws attention to the growing use of online channels by cosmetic perfume industry actors and sheds light on the importance of sensory marketing practices in affecting online user behavior by answering what and how questions using exploratory studies.

Do Risk Preferences Shape the Effect of Online Trading on Trading Frequency, Volume, and Portfolio Performance?

ABSTRACT How do investors’ risk preferences influence the relationships between investors’ online channel use intensity and both their trading behaviors and performance? This study answers this important question even as investors are increasingly relying on the Internet for their trading activities. We leverage rare and unique micro-level historical dataset from more than 7,000 investor accounts over a 44-month period between 2010 and 2013 at a large brokerage firm in China. The dataset and analyses enable us to provide new insights into how investors’ online channel use intensity and risk preferences jointly influence their trading behaviors and performance, even though some other aspects of financial markets have changed considerably over the years. The findings reveal that although online channel use intensity is associated with increased trading volume, trading frequency, and investment returns, these effects differ across investors with different risk preferences. We find that while online channel use intensity has strong positive effects on transaction frequency for both risk-seeking and risk-averse investors, it has a much lower effect on trading volume for risk-averse investors than for risk-seeking investors. We further find that risk-averse investors with higher online channel use intensity outperform investors with other risk preferences in terms of investment performance. This paper contributes to the emerging literature at the intersection of information systems and behavioral finance by revealing the moderating role of risk preferences in the relationships between investors’ online trading channel use intensity and both their trading behaviors and outcomes. We discuss the implications for research and practice.

Online Channel Sales Premia in Times of COVID-19: First Evidence from Germany

A presence on the web tends to be important for firms. Empirical studies show that firms with a better performance across various dimensions, and firms that are more internationally active, tend to have a website. Furthermore, a website helped firms to survive during the COVID-19 pandemic. An open question that is not discussed in the literature is how the use of online channels for sales is related to various dimensions of firm performance. This study contributes to the literature by using a unique recently released set of firm level data from Germany to investigate for the first time the links between online channels sales and firm characteristics. In a robustness check, the empirical investigation was replicated using strictly comparable firm level data from nine European countries, namely Austria, Belgium, Denmark, Finland, France, Ireland, Luxembourg, the Netherlands, and Sweden.

СУЧАСНІ ОСОБЛИВОСТІ ПРОСУВАННЯ ТОВАРІВ ПІДПРИЄМСТВАМИ ХАРЧОВОЇ ПРОМИСЛОВОСТІ

The article is devoted to the study of the peculiarities of online channels for the promotion of goods at the current stage of the economic development of food industry enterprises. The work determined that enterprises should consider Internet marketing tools as a supplement to traditional mechanisms of communication with customers. That is why, first of all, they need to choose only those tools that will allow integrating online and offline interaction with customers, improve business processes, and increase the level of convenience and service for such customers. Among the recommended tools, the following were highlighted: company website, search promotion, YouTube channel, e-mail distribution, mobile applications and social networks (SMM), which are the most popular method of product promotion in the 21st century. Since online promotion channels (that is, Internet marketing) are in particular demand today, their first origins, which came to us from the United States and are rapidly developing around the world, were considered. The article also cites data from a survey that was conducted in Ukraine in 2022, which shows that most Ukrainians regularly use the Internet, especially the urban population and people aged 18 to 49. It was also established that the growth of consumer confidence in the online shopping system leads to an increase in online trade and the use of online promotion channels, which are gaining popularity against the background of information technology. The question of the effectiveness of the use of online channels in various industries was considered, because the goods/services etc. differ in each of them. It was found that knowing the features of each of the channels enables the company to increase its recognition and improve the image of the company on the market. It is substantiated that the effective use of channels for the purpose of promoting goods by food industry enterprises significantly strengthens the company's position on the domestic and international markets, and also significantly improves the financial and economic condition of the enterprise. The main online channels for the promotion of goods in the consumer market are considered, and they are considered for their features, which will significantly improve the process of forming a strong marketing strategy.

Online Channel Usage and Product Innovation? The Moderating Effects of Inter-Organization Interactions

With the development of internet, the use of online channels has become a hot issue in manufacturing industry. However, there are hardly any researches have studied the relationship between the innovation of manufacturing enterprises and their use of online channels. This study conducts a hierarchical regression on the basis of 116 answer sheets answered by different employees working in different manufacturing enterprises as research objects, and analysis. The results suggest that the online channel usage of a manufacturing enterprise will have a positive effect on its practice of incremental innovation and the interaction between the company of its customers will be a partial mediator. The results also indicate that the online channel usage of a manufacturing enterprise will have a positive effect on its practice of radical innovation and the interaction between the company of its customers will be a partial mediator

Düzeltme: Hotel Managers’ Consciousness toward Competition and Its Strategies

The purpose of this study is to evaluate the competition perception of hotel managers within the framework of resource-based business capabilities. A qualitative research method that allows in-depth examination of the competition understanding of hotel managers was applied between 01.10.2019 and 24.10.2019. According to the results of the content analysis of the hotel managers' opinions about competition, the themes of “competitor's business structure and facilities”, “monitoring the external environment”, “industry experience of the manager”, “using statistical data”, “price reduction” and “service quality” were obtained. When the managers' perspectives on the relationship between distinctive abilities and competition were evaluated, it was seen that themes as “information technologies capability”, “customer relationship capability”, “hotel’s employment policy” and “employee turnover” rate were formed. When the content analysis conducted according to the innovative product and service understanding of the managers was evaluated, the use of online channels and different service concept themes were obtained. The national and international market themes were obtained according to the managers' evaluations on differentiation strategies. Differentiation strategy for international markets and cost-oriented differentiation strategy weren’t evaluated by most hotel managers. The findings from the study are expected to contribute to RBV-based competition studies for the hospitality industry.This article is a revised version of the article referenced "Dönbak, E. R. (2020). Hotel Managers' Consciousness toward Competition and Its Strategies. Journal of Hospitality and Tourism Issues, 2(2), 143-160". https://dergipark.org.tr/tr/pub/johti/issue/58847/780548

Implementation of marketing strategy 4.0 to pastry producers in Taman District, Sidoarjo Regency

The COVID-19 pandemic has caused Danish Cake SMEs to experience a decline in turnover of up to 30%. This is due to the focus on offline product marketing, both through agents and resellers. While the pandemic has changed the way of shopping, most consumers prefer online shopping, because it is considered safer and minimizes direct contact with sellers. The problem-solving method used is to optimalize the marketing 4.0 strategy that combines offline and online interactions between producers and customers. For online channels, the service team created a shopping application via an Android phone as a virtual shopping facility and created a paspastry.com website which also functions as a customer database. With this application, consumers just shop through their respective cellphones, choose the desired cake, make a payment, and the cake will be sent to the buyer's house. Another use of online channels is to improve promotional content through Instagram, Facebook, and fanpages as well as by creating accounts on marketplaces such as Shopee. With the implementation of the Marketing 4.0 strategy, Danish Cake SMEs will increase their product sales, both online and offline, in addition to increasing branding awareness of the product.

The Determinants of the Divide in the Regional Spread in the Use of Online Channels for Consumer Retail Purchases

The paper discusses interregional differentiation in the distribution of electronic purchases among the population in Russia. The aim of the work is to find out what factors are primarily responsible for interregional gaps in the level of online channel use in consumer retail purchases. The study focuses on regional drivers and barriers for the spread of e-commerce. The results show that shares of users of stationary computers (desktops), users of smartphones, and gross regional product per capita are the main positive factors, and lack of trust in e-commerce channels is the main obstacle, while Internet access, age structure, educational level, urbanization, aggregated regional preferences for personal purchases and physical availability of retail trade outlets were found to be irrelevant

Classification of the Use of Online Health Information Channels and Variation in Motivations for Channel Selection: Cross-sectional Survey.

BackgroundExisting health education and communication research routinely measures online channel use as a whole by, for example, evaluating how frequently people use the internet to search for health information. This approach fails to capture the complexity and diversity of online channel use in health information seeking. The measurement of generic online channel use may cause too much error, and it lends no support to media planning in public health promotion campaigns or scholarly research involving online channel use.ObjectiveThis study intends to present a thorough picture of patterns of online health information channel use and classify the use of various types of online health information channels, including WeChat, microblogs, web portals, search engines, mobile apps, and online forums. Under the framework of the risk information seeking and processing model, this study also analyzes the differences in individuals’ motivations for channel selection to offer further evidence to validate the classification scheme.MethodsThis study sampled 542 Chinese internet users in Beijing. The average age of the respondents was 33 years, female respondents accounted for 52.0% (282/542) of the sample, and the average monthly income ranged from US $900 to $1200. The study surveyed the use of 13 commonly used online health information channels and various sociopsychological factors associated with online health information seeking.ResultsThis study derived 3 categories of online health information channels: searching, browsing, and scanning channels. It was found that the use of online searching channels was affect driven (B=0.11; β=0.10; P=.02) and characterized by a stronger need for health knowledge (B=0.09; β=0.01; P<.001). The use of browsing channels was directly influenced by informational subjective norms (B=0.33; β=0.15; P=.004) and perceived current knowledge (B=0.007; β=0.09; P=.003). The use of scanning channels was mainly influenced by informational subjective norms (B=0.29; β=0.15; P=.007).ConclusionsThe results of this study suggest that health communication practitioners and scholars may consider measuring the use of internet, new media, or online media more precisely instead of simply asking the public about the frequency of online channel use or internet use in the acquisition of health information. Scholars and practitioners may consider measuring the use of online health information channels by using the 3-category scheme described in this study. Future research is encouraged to further explore how people process health information when using different online channels.

B2B영업사원의 디지털 문해력과 디지털영업기술 자기효능감이 직무스트레스에 미치는 영향: 통제욕구의 조절된 매개효과

Traditionally, it has been recognized that B2B sales are determined by the individual capabilities of salespeople. And the importance of digital sales technologies has not received much attention. However, recent technological advances have greatly changed the way B2B business operates. In particular, with COVID-19 pandemic, digital transformation in the overall B2B sales trend is accelerating more than ever. Experts point to digital sales technology trends to watch out for, such as task automation by sales journey, process integration, and expansion of online channel use in customer communication and contract signing. By introducing digital technology to B2B sales, you can not only automate existing activities, but also explore and discover new sales leads to maximize performance. B2B digital sales technology is already rapidly replacing the work of B2B salespeople by combining artificial intelligence and data analysis. Collaboration tools such as group video conferencing and workstream collaboration solutions, as well as sales force automation tools combined with artificial intelligence technology and digital support for non-face-to-face sales activities such as digital sales rooms etc. have been also widely used. With this change, B2B salespeople are also required to understand the essence of digital technologies and have the ability to use it for their purposes. The researchers conceptualized ‘digital technology, personal capability and literacy to understand and utilize digital technology, data and information

A machine learning approach to the digitalization of bank customers: Evidence from random and causal forests.

Understanding the digital jump of bank customers is key to design strategies to bring on board and keep online users, as well as to explain the increasing competition from new providers of financial services (such as BigTech and FinTech). This paper employs a machine learning approach to examine the digitalization process of bank customers using a comprehensive consumer finance survey. By employing a set of algorithms (random forests, conditional inference trees and causal forests) this paper identities the features predicting bank customers’ digitalization process, illustrates the sequence of consumers’ decision-making actions and explores the existence of causal relationships in the digitalization process. Random forests are found to provide the highest performance–they accurately predict 88.41% of bank customers’ online banking adoption and usage decisions. We find that the adoption of digital banking services begins with information-based services (e.g., checking account balance), conditional on the awareness of the range of online services by customers, and then is followed by transactional services (e.g., online/mobile money transfer). The diversification of the use of online channels is explained by the consciousness about the range of services available and the safety perception. A certain degree of complementarity between bank and non-bank digital channels is also found. The treatment effect estimations of the causal forest algorithms confirm causality of the identified explanatory factors. These results suggest that banks should address the digital transformation of their customers by segmenting them according to their revealed preferences and offering them personalized digital services. Additionally, policymakers should promote financial digitalization, designing policies oriented towards making consumers aware of the range of online services available.

Evaluating REMS Burden: A Comparative Time Analysis of 3 Channels for REMS Stakeholders to Perform Mandatory REMS Tasks.

To determine the time taken to perform 5 Risk Evaluation and Mitigation Strategy (REMS) tasks across 3 channels for the Celgene REMS programs, with an aim to better understand which channels may minimize REMS administrative burden. Five mandatory REMS tasks (new prescriber and patient enrollments, prescriber and patient surveys, and pharmacy dispenses) were performed across applicable REMS channels (online portals, telephone interactions with customer care representatives [CCRs], or an interactive voice response [IVR] system). Five REMS representatives, who had ≥1 year of experience as a CCR, simulated the completion of the same set of testing activities across REMS channels. The execution time for each task by channel was measured and averaged across the participating CCRs. Using the online portal, less time was taken to enroll a new prescriber (1.3 minutes) and adult male (6.7 minutes), compared to when the CCR channel was used (21.9 and 25.9 minutes, respectively). Similarly, completion of 3 AFRP prescriber surveys, the adult male patient survey, and 5 pharmacy dispenses was faster using the online portals (3.1, 1.3, and 1.7 minutes, respectively) compared to when the CCR (4.9, 1.8, and 3.4 minutes, respectively) and IVR (10.7, 4.0, and 11.3 minutes, respectively) channels were used. The use of online channels may alleviate some of the REMS burden by reducing the administrative time it takes for prescribers, patients, and pharmacy stakeholders to complete mandatory REMS tasks. More education and awareness of the available efficient channels should be provided to REMS stakeholders.

Case Study Of Omnichannel Marketing in PT Arwana Citramulia Tbk

Omnichannel marketing is a marketing method that integrates marketing channels to target specific target markets. This research is a case study of the use of omnichannel marketing for B2B activities at PT Arwana Citramulia Tbk, the largest company of many companies in the ceramics industry in Indonesia. PT Arwana Citramulia Tbk targets the middle to lower market segments throughout Indonesia. To be able to dissect how PT Arwana Citramulia Tbk manages its channel, this research will use qualitative methods by conducting unstructured interviews with various stakeholders in PT Arwana Citramulia Tbk. In addition, technology acceptance models are also used to measure revenue from the distribution chain line of PT Arwana Citramulia Tbk, which conducts B2B marketing activities towards the use of online channels to support the use of omnichannel marketing. The technology acceptance model will be used to analyze quantitatively, which is also equipped with results of unstructured interviews regarding the implementation and management of omnichannel marketing by PT Arwana Citramulia Tbk. This research shows that the integration between channels used by PT Arwana Citramulia Tbk is inseparable from the existence of vision, mission, strategy and adequate resources from the top management level to the frontliners

Evaluating REMS Burden: A Comparative Time Analysis of 3 Channels for REMS Stakeholders to Perform Mandatory REMS Tasks

To determine the time taken to perform 5 Risk Evaluation and Mitigation Strategy (REMS) tasks across 3 channels for the Celgene REMS programs, with an aim to better understand which channels may minimize REMS administrative burden. Five mandatory REMS tasks (new prescriber and patient enrollments, prescriber and patient surveys, and pharmacy dispenses) were performed across applicable REMS channels (online portals, telephone interactions with customer care representatives [CCRs], or an interactive voice response [IVR] system). Five REMS representatives, who had ≥1 year of experience as a CCR, simulated the completion of the same set of testing activities across REMS channels. The execution time for each task by channel was measured and averaged across the participating CCRs. Using the online portal, less time was taken to enroll a new prescriber (1.3 minutes) and adult male (6.7 minutes), compared to when the CCR channel was used (21.9 and 25.9 minutes, respectively). Similarly, completion of 3 AFRP prescriber surveys, the adult male patient survey, and 5 pharmacy dispenses was faster using the online portals (3.1, 1.3, and 1.7 minutes, respectively) compared to when the CCR (4.9, 1.8, and 3.4 minutes, respectively) and IVR (10.7, 4.0, and 11.3 minutes, respectively) channels were used. The use of online channels may alleviate some of the REMS burden by reducing the administrative time it takes for prescribers, patients, and pharmacy stakeholders to complete mandatory REMS tasks. More education and awareness of the available efficient channels should be provided to REMS stakeholders.

Sharing Is Caring? Exploring the Relationship Between Preferences for Online Participation and Support for Solidarity Between EU Member States

The article explores the influence of online participation on individual-level support for burden-sharing measures among EU member states. The analysis is set against the backdrop of the discussion about solidarity in times of EU crises and follows an innovative approach by operationalizing social inclusion in the European Union via online participation. It is argued that the specific nature of the European Union favors the use of online channels for political information and participation, but that despite its inclusive potential, online participation does not necessarily mean public support for the European Union. Instead, we hypothesize that people who make more use of online participation channels—thus are supposedly better equipped to participate in EU politics—are more critical in their evaluation of burden-sharing measures. Based on a large-scale survey among EU citizens in late 2016, we conduct a regression analysis taking into account the influence of EU support and general considerations on solidarity. Results lend support to our hypothesis that people who participate in political affairs online do not express greater support for EU burden-sharing measures but are more critical. Results are interpreted as an expression of the constraining dissensus regarding EU politics: Negative effects are read as criticism of how solidarity in the European Union is implemented, not as opposition to solidarity in the European Union as such.

How Do Bank Customers Go Digital? A Random Forest Approach

This study examines the sequence of decisions that bank customers follow to adopt digital services and diversify the use of those services. The sequential approach relies on machine learning applied to an in-depth survey on consumer preferences for financial services. The results show that the adoption of digital banking services starts with information-based services (e.g. checking account balance), and it is then followed by transactional services (e.g. online or mobile money transfer). However, the diversification of the use of online channels is mainly explained by the consciousness about the range services available and the perception that they are safe. The findings also reveal that bank customers adopt non-bank payment services only once they are frequent and diversified digital bank customers. This suggests a certain degree of complementary between bank and non-bank digital channels. The matching learning technique based on random forest models is shown to outperform the forecasting accuracy of parametric econometric models.

Особливості й умови діяльності книжкових видавництв України у сучасному медіап

In the information society the status of information is changing: this main value of global civilization becomes an important resource of socio- economic, technological and cultural development. The rapid development of virtual technologies and the growing number of Internet users in Ukraine and in the world causes the new challenges to communication of each organization. The book publishers are also obliged to respond to these processes. However, the works devoted directly to publishers’ communication in the modern media space are still lacking in Ukraine. The objective of the article is to clarify peculiarities and conditions of the activities of Ukrainian book publishers in today’s media space which is an important issue today. It is analyzed the literature and sources on this issue and it is ascertained the theoretical and practical possibilities to take into account the trends in the world of modern media in the PR-activity of book publishers. Also the prospects for further scientific study and practical use of PR-communications in the activity of publishers are determined. The analysis of current changes in the modern information space allows us to trace the general tendencies: the new subject and object areas are formed; the number of subjects is expanded; the new formats of interaction within the system of communications of the organization and in society as a whole are created. That means that publishing house’s PR-communications are complicated by the emergence of new elements, such as active audience, social networks as communication channels, promotions on the Internet and others. PR communication in the Internet space is the most effective and inexpensive tool for interaction of publishers with active audiences. Thus, the activation of PR communication in the modern media space is associated with the emergence of the latest information technologies, online media as well as development of Internet. The use of online channels of Internet for communication with the target audience of publishing organizations has certain advantages over traditional media. At the same time, it is necessary to take into account the information saturation of media space, which complicates the way of PR-messages of book publishers to the reader.

What makes tourists feel negatively about tourism destinations? Application of hybrid text mining methodology to smart destination management

Recently, the Internet has brought a big change in tourists' behavior patterns. Travelers not only reserve hotels and airline tickets online, but also exchange travel information and descriptions of pleasant or unpleasant travel experiences through online review sites and personal travel blogs. In spite of the increasing use of online channels, application of online text data has been limited since the volume of the data set is too large to analyze manually and comprehensively. With recent technological advances in processing big data online, consumer-generated information can be automatically analyzed by artificial intelligence.As an aspect of smart tourism, this study applied the sentiment analysis method to analyze travelers' online reviews of Paris. A total of 19,835 pieces of review data collected from a traveler review site (www.virtualtourist.com) were processed. All reviews were grouped into 14 categories as follows: overview, restaurants, sightseeing, hotels, things to do, night life, transportation, shopping, sporting & outdoors, favorites, off the beaten path, what to pack, tourist traps, warnings and danger, and local customs. Tourists' perception about the service in each category was successfully measured, and as an illustration, we chose “transportation” category that reported relatively low level of service quality for post-hoc analysis to reveal why tourists feel negatively about the transportation service.

ZARA in Korea: The Myth of Success

This research takes a closer look at the distribution structure and systems of ZARA, assess the strengths and weaknesses of its distribution channels, and propose countermeasures to overcome such weaknesses. ZARA successfully expanded its stores around the world due to the fact that it located ongoing social trends and quickly responded to such changes. Interactive communication between store managers and the creative team at headquarters is the secret behind ZARA’s success. ZARA embraces all the strengths that Fast Fashion holds. Upon visiting ZARA stores, customers can find a large variety of trendy items. As such, customers are able to feel new every time they visit the store. This is mainly due to the fact that ZARA responds quickly to customer reactions by directly checking on stores. Store managers continuously check customer responses through hand-held devices that holds product information. However, some customers complain that they have had an experience where they revisited to purchase a product they had seen previously but were disappointed to hear from the staff that the product was not available anymore. This research suggests the use of online channel to control leftover inventory, and entering department stores for the benefits of enjoying luxury image of department store.