市场营销中设计科学研究的原理、方法、贡献和局限性:在顾客旅程管理中的应用

IF 0.8 Q4 BUSINESS

Recherche et Applications en Marketing-English Edition Pub Date : 2021-08-28 DOI:10.1177/20515707211032537

F. Jacob, V. Pez, Pierre Volle

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引用次数: 2

摘要

本文的目的是介绍设计科学研究方法论（DSRM）的原理、应用方法、贡献和局限性，这是一种基于设计科学研究的研究策略。在介绍了DSRM的原理之后，我们将该方法应用于客户旅程管理问题，展示了如何使用该方法。我们对该方法的应用提出了切实可行的建议，并讨论了其贡献和局限性。通过提出一种既符合严谨性又符合相关性要求的方法，本文有助于更新我们学科中使用的研究方法。

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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Principles, methods, contributions, and limitations of design science research in marketing: Illustrative application to customer journey management

The purpose of this article is to present the principles, application methods, contributions, and limitations of the design science research methodology (DSRM), a research strategy based on design science research (DSR). After presenting the principles of DSRM, we show how to use this method by applying it to the problem of customer journey management. We make practical recommendations for applying the method, and discuss its contributions and limitations. By presenting a method that meets the requirements of both rigor and relevance, this article contributes to the renewal of research methods used in our discipline.

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来源期刊

Recherche et Applications en Marketing-English Edition BUSINESS-

CiteScore

0.50

自引率

12.50%

发文量

期刊介绍： Recherche et Applications en Marketing (English edition) is a peer reviewed academic international journal publishing original research in the field of marketing in French and translated into English. It is a main reference for the development and dissemination of new concepts and new methods in marketing. The journal publishes articles covering any aspect of marketing, including consumer behaviour, communication, retailing, CRM, new product development and more. The journal publishes research articles, research notes, critical state of the art papers, and also articles offering perspectives from other disciplines which might be applied to marketing. Recherche et Applications en Marketing is an official journal of the AFM (French Marketing Association - Association Française du marketing). It is the leading French research journal in the field of marketing which has been published since 1986, and in both English and French since 2007.