多代服务采用行为的后果:全球客户参与

IF 4.9 2区 管理学 Q1 BUSINESS
A. Sood, Shaphali Gupta, V. Kumar
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引用次数: 3

摘要

本研究使用来自13个发达市场和新兴市场的四代新时代产品/服务的客户和公司-客户互动的采用和使用数据,描述了多代服务(MGS)采用行为如何影响直接(购买)和间接(参考和反馈)全球客户参与,以及这种关系是否受到产品/服务失败和文化因素的调节。作者提出了度量采用的代数(MGD)、一代内产品和特性的数量(MGFs)以及代之间的采用时间(MGT)的度量标准。他们发现,更高的MGD和更高的mgf结合更低的MGT,可以提高客户使用收入(CUR)。然而,CUR因客户自身的需求、失败和文化的差异而有所不同。更大的直接参与影响参考和反馈行为,受到个人主义、权力距离和男性气质的文化差异的调节。对于美国和加拿大的一个典型客户来说,每改善一个单位的MGD和MGFs,以及每改善一年的MGT,每个客户的CUR分别增加8,150美元、5,200美元和2,310美元,而在哥伦比亚和墨西哥,每个客户的CUR分别相应增加4,820美元、3,640美元和1,620美元。这些发现为管理跨国家多代创新的高管提供了一些启示,包括客户参与、推出MGS、市场进入和失败恢复。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consequences of Multigenerational Services Adoption Behavior: Global Client Engagement
This study uses adoption and usage data on the client and firm–client interactions across four technology generations of new-age products/services from 13 developed and emerging markets over an eight-year period to describe how multigenerational service (MGS) adoption behavior influences direct (purchases) and indirect (references and feedback) global client engagement and whether this relationship is moderated by product/service failures and cultural factors. The authors propose metrics to measure the number of generations adopted (MGD), the number of products and features within a generation (MGFs), and the adoption time between generations (MGT). They find that client usage revenue (CUR) is enhanced by greater MGD and higher MGFs combined with lower MGT. However, CUR varies by differences in the needs of clients' own customers, failures, and culture. Greater direct engagement affects reference and feedback behavior, moderated by cultural differences in individualism, power distance, and masculinity. For a typical client in the United States and Canada, a one-unit improvement in MGD and MGFs and a one-year improvement in MGT enhance CUR by $8,150, $5,200, and $2,310 per client, respectively, versus a corresponding enhancement of $4,820, $3,640, and $1,620, respectively, per client in Colombia and Mexico. These findings provide several implications for executives who manage multigenerational innovations across countries regarding client engagement, launching MGS, market entry, and failure recovery.
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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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