软件行业的服务营销、价值共创与客户满意度&以科技型企业为例

IF 2.1 Q4 Economics, Econometrics and Finance
M. Szarucki, Gabriela Menet
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引用次数: 4

摘要

本文的主要目的是检验作为服务营销战略的一部分提供共创机会是否会影响航空软件行业的客户价值创造和满意度。我们的研究使用了一个案例研究,该案例研究了一家在国际上运营的软软件行业的技术型公司。所采用的方法包括根据通过对技术型公司客户(n=178)的调查收集的数据进行统计分析。Spearman和Kendall的系数用于检验受访者的细节与影响客户满意度的因素之间的相关性。研究结果表明,价值共创和客户满意度的营销策略涉及不同的驱动因素,其中一些驱动因素对目标客户的影响更大。这项研究为目前的科学出版物做出了贡献,增加了对用户价值共同生产的全面分析,作为技术型公司成功实施营销战略的一部分。该研究强调,需要更多基于经验的支持,以管理纳入企业营销战略的价值共创过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
SERVICE MARKETING, VALUE CO-CREATION AND CUSTOMER SATISFACTION IN THE AIRSOFT INDUSTRY: CASE OF A TECHNOLOGY-BASED FIRM
The main objective of the paper is to examine whether offering a co-creation opportunity as a part of service marketing strategy influences customer value creation and satisfaction in the airsoft industry. Our study uses a case study of a technology-based firm from the airsoft industry which operates internationally. The methods employed included statistical analyses based on the data collected through a survey of the technology-based company customers (n=178). Coefficients of Spearman and Kendall were used to examine the correlations between respondents’ particulars and elements influencing customer satisfaction. The study results reveal that there are different drivers involved in the marketing strategy of value co-creation and customer satisfaction, and some of them have a stronger impact on target customers. The research contributes to the present scientific publications by adding a comprehensive analysis of users’ value co-production as part of a successful marketing strategy implementation by a technology-based firm. The study emphasizes the need for more empirically grounded support for the management of value co-creation processes incorporated in firm’s marketing strategy.
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CiteScore
0.30
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