Engaging Business Customers Through Online Experiences in Different Cultures

IF 4.9 2区 管理学 Q1 BUSINESS
Welf H. Weiger
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引用次数: 1

Abstract

Engaging customers online through effective customer experience design is critical, as practitioners and researchers agree that engaged customers contribute value to firms. However, in the multinational business-to-business context—due to its complex decision-making processes, which involve various stakeholders—global marketers face challenges in their attempts to localize (vs. standardize) the online experience across their regional websites to meet customer needs, which vary across cultures. Although standardization entails cost benefits, localization provides more culturally relevant customer experiences. Accordingly, to help global marketers solve this dilemma, this study examines how culture shapes the effectiveness of online customer experiences with regard to driving psychological and behavioral customer engagement in a business-to-business context. The study draws on survey and observed data collected from the business customers of a multinational firm who were located in 79 countries to demonstrate when global marketers should fine-tune such experiences in accordance with between-country cultural differences. The results show that different cultural factors can enhance or hamper engagement responses to cognitive and social online customer experiences and thus have actionable practical implications for prioritizing distinct localization strategies.
通过不同文化背景下的在线体验吸引商业客户
通过有效的客户体验设计吸引在线客户是至关重要的,因为从业人员和研究人员一致认为,吸引客户为公司贡献价值。然而,在跨国企业对企业的背景下,由于其复杂的决策过程,涉及各种利益相关者,全球营销人员在试图本地化(相对于标准化)其区域网站的在线体验以满足不同文化的客户需求时面临挑战。虽然标准化带来了成本效益,但本地化提供了与文化更相关的客户体验。因此,为了帮助全球营销人员解决这一困境,本研究考察了文化如何塑造在线客户体验的有效性,并在企业对企业的背景下推动客户的心理和行为参与。该研究从一家跨国公司的商业客户那里收集了调查和观察数据,这些客户分布在79个国家,以证明全球营销人员何时应该根据国家之间的文化差异微调这种体验。结果表明,不同的文化因素可以增强或阻碍对认知和社交在线客户体验的参与反应,因此对于优先考虑不同的本地化策略具有可操作的实际意义。
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
CiteScore
8.70
自引率
17.20%
发文量
28
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.
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