激发顾客灵感，培养忠诚度：关于展厅顾客的研究

IF 2.7 Q2 BUSINESS

Journal of Consumer Marketing Pub Date : 2024-07-24 DOI:10.1108/jcm-06-2023-6121

Marta Frasquet, Marco Ieva

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引用次数: 0

摘要

设计/方法/途径本文设计了一个在展厅购物背景下的顾客激励模型，并利用 600 多名展厅购物者的数据对其进行了测试。受到启发与获得启发正相关，这反过来又推动了忠实的展厅消费行为和积极的口碑传播。原创性/价值本文提出了全渠道背景下的顾客启发概念，并揭示了新颖的前因后果。研究结果为零售商应对展厅顾客提供了有益的启示，目的是提高他们的忠诚度。

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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Driving customer inspiration to foster loyalty: a study on showroomers

Purpose

This paper aims at understanding the role of customer inspiration in driving loyal (versus competitive) showrooming behaviour and positive word of mouth towards a retailer.

Design/methodology/approach

This paper designed a model of customer inspiration in the showrooming context and tested it with data from more than 600 showroomers.

Findings

Showroomers are inspired in-store by salesperson quality and offline-to-online integration services. Inspired-by is positively related to inspired-to, which in turn drives loyal showrooming behaviour and positive word of mouth.

Originality/value

This paper develops the construct of customer inspiration in an omnichannel context and uncovers novel antecedents and consequences. The outcome provides useful implications for retailers in dealing with showroomers, with the aim of increasing their loyalty.

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来源期刊

Journal of Consumer Marketing Business, Management and Accounting-Business and International Management

CiteScore

5.00

自引率

7.10%

发文量

期刊介绍： ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide