Customer Engagement in International Markets

IF 4.9 2区管理学 Q1 BUSINESS

Journal of International Marketing Pub Date : 2022-04-22 DOI:10.1177/1069031X221099211

Lena Steinhoff, J. Liu, Xiaoling Li, Robert W. Palmatier

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引用次数: 2

Abstract

Relationship marketing managers around the world actively try to stimulate customer engagement because of its performance-enhancing effects. Research insights into how to engage customers, such that they voluntarily contribute their resources to support companies’ marketing efforts, almost exclusively pertain to individual, domestic markets. However, the prerequisites of customer engagement strategies naturally differ across country-specific market environments. Therefore, the authors develop a conceptual, comprehensive battery of cultural, institutional, societal, and economic country-level contingency factors (CISE indicators) as well as between-country psychic distances on those indicators. A set of 11 high-level research propositions aims to enhance marketing researchers’ and managers’ understanding of the contingencies of international customer engagement strategy effectiveness and customer engagement's performance ramifications. The analysis reflects the richness and complexity of potential contingency effects across the four CISE categories and encourages empirical research on their separate and joint effects.

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客户参与国际市场

世界各地的关系营销经理都积极尝试刺激客户参与，因为它能提高绩效。研究如何吸引客户，使他们自愿贡献自己的资源来支持公司的营销努力，几乎只适用于个人，国内市场。然而，客户参与策略的先决条件在不同国家的市场环境中自然会有所不同。因此，作者开发了一个概念性的、全面的文化、制度、社会和经济国家层面的应急因素(CISE指标)以及国家之间在这些指标上的心理距离。一套11个高层次的研究主张旨在提高市场研究人员和管理者对国际客户参与战略有效性和客户参与绩效影响的偶然性的理解。该分析反映了CISE四类潜在偶然性效应的丰富性和复杂性，并鼓励对其单独和联合效应进行实证研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Marketing BUSINESS-

CiteScore

8.70

自引率

17.20%

发文量

期刊介绍： As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.