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Leveraging Computer-Mediated Marketing Environments最新文献

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Online Service Failure 在线服务失败
Leveraging Computer-Mediated Marketing Environments Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7344-9.CH012
Yllka Azemi, Wilson Ozuem
{"title":"Online Service Failure","authors":"Yllka Azemi, Wilson Ozuem","doi":"10.4018/978-1-5225-7344-9.CH012","DOIUrl":"https://doi.org/10.4018/978-1-5225-7344-9.CH012","url":null,"abstract":"Digital media literature suggests that social media has eased the process of conceptualizing the customer, inclusive of their perception of fairness in the recovery provision. This is because individuals in social media reveal personal information and engage in online conversation and online communities. However, the inherited risk in social media such as the rapid spread of online negative word-of-mouth and the ease of switching behavior to other online providers no longer permits superficial understanding of customers' perception of failure-recovery experiences. Drawing on extant conceptual theories, the current chapter examines online failure and recovery strategies and argues that effective recovery strategies not only enhance the development of marketing communication programs but act as an effective tool for customer retention.","PeriodicalId":129388,"journal":{"name":"Leveraging Computer-Mediated Marketing Environments","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130675927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
E-WOM E-WOM
Leveraging Computer-Mediated Marketing Environments Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7344-9.CH015
E. Güven, Özlem Işik
{"title":"E-WOM","authors":"E. Güven, Özlem Işik","doi":"10.4018/978-1-5225-7344-9.CH015","DOIUrl":"https://doi.org/10.4018/978-1-5225-7344-9.CH015","url":null,"abstract":"Together with the internet, social networking sites provide the consumers and the companies with a new marketing channel. In these online platforms, people make groups and come together for specific purposes. This new vivid and productive environment attracts the consumers seeking for product information and the companies trying to be in close contact with the customers. So the traditional WOM (word of mouth) has gained a new momentum and transformed into a new form in this online environment, called e-WOM (electronic word of mouth). Setting out from this recent fact, the chapter aims to give a general review of word of mouth communication starting with the traditional word of mouth and then elaborating e-WOM. It tries to tell about what e-WOM is and how it functions in online environments. As well as the definitions and the explanations of e-WOM, the chapter also aims to give the underlying reasons and the related factors during the process of e-WOM communication, thus putting a general framework for the companies and brands about this new marketing communication.","PeriodicalId":129388,"journal":{"name":"Leveraging Computer-Mediated Marketing Environments","volume":"150 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134409724","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Service Failure and Recovery Strategy in Computer-Mediated Marketing Environments (CMMEs) 计算机中介营销环境下的服务失效与恢复策略
Leveraging Computer-Mediated Marketing Environments Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7344-9.CH008
Samuel Ayertey, K. Howell
{"title":"Service Failure and Recovery Strategy in Computer-Mediated Marketing Environments (CMMEs)","authors":"Samuel Ayertey, K. Howell","doi":"10.4018/978-1-5225-7344-9.CH008","DOIUrl":"https://doi.org/10.4018/978-1-5225-7344-9.CH008","url":null,"abstract":"The success of an online recovery strategy is largely attributed to the provider's response speed. Essentially, engagement in conversation with the customer immediately after he/she complains shortens the pre-recovery phase. Service firms expect complaints from consumers when a service failure occurs. Advances in modern information and communication technologies (ICT) infrastructures have changed the way in which customer-firm interactions take place and the nature of the conduct of services. Computer and internet technologies mean that services can be provided over long distances without the requirement for the physical presence of customers and employees. With the continued rapid development in the field of modern computer-mediated marketing environments (CMME) more and more services will be delivered in technology-mediated environments (TMEs). This chapter provides some insights on failure recovery strategies as competitive tools in computer-mediated marketing environments.","PeriodicalId":129388,"journal":{"name":"Leveraging Computer-Mediated Marketing Environments","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133444747","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
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