Building customer relations over the Internet

Bauer, Hans H.; Grether, Mark; Leach, Mark

doi:10.1016/s0019-8501(01)00186-9

Cited by 348 publications

(190 citation statements)

References 20 publications

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“…This particular website attribute is another essential component of consumers' website evaluations (Bauer, Grether, and Leach 2002;Zeithaml, Parasuraman, and Malhotra 2002).…”

Section: E-servicescapementioning

confidence: 99%

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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titles.Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers.The rapid growth of E-WOM is an indication of consumers' increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer's website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional subdimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of eservicescape, i.e., interactivity and ease of payment.These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers' perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers' trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM. Overview of E-WOM E-WOM is defined as "forwarding actions through email, instant messaging or other communication media that are of high 'addressability'" (Ho and Dempsey 2010, p. 1000). E-WOM communication is traditional word-of-mouth (WOM) behavior evolved and adapted to electronic media, where individuals often convey messages in...

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“…This particular website attribute is another essential component of consumers' website evaluations (Bauer, Grether, and Leach 2002;Zeithaml, Parasuraman, and Malhotra 2002).…”

Section: E-servicescapementioning

confidence: 99%

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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“…This definition implies that each and every business transaction is, in fact, a part of a long-term communication and relationship between a firm and its customers (Aijo, 1996). For this reason, the key target of marketing efforts should go beyond daily transactions to the building of stable business relationships and networks (Bauer, Grether and Leach, 2002). Buyers seek a strong relationship with a salesperson if the product is critically important.…”

Section: Relationship Marketing (Rm)mentioning

confidence: 99%

“…According to Bauer et al (2002), trust produces harmony and stability in business relationships and increases the willingness of both parties to cooperate. Trust is achieved only when there is a confident belief by both parties that each will behave in such a way as to serve each other's long-term interests (Crosby, Evans and Cowles, 1990).…”

Section: Trustmentioning

confidence: 99%

“…Claycomb and Martin (2001) found satisfaction plays an important role in the formation of trust, while Ganesan (1994) suggested that trust in a business relationship increases alongside growing satisfaction with the business partner. Many studies found satisfaction has significant influence on trust (DeRuyter and Wetzels, 2000;Garbarino and Johnson, 1999;Johnson and Grayson, 2005;Roman and Ruiz, 2005;Selnes, 1998;Wiertz, Ruyter, (Bauer et al, 2002;Harrison-Walker, 2001;Wang and Head, 2007). Customer satisfaction is recognized as of great importance to all commercial firms because of its influence on repeat purchases and word of mouth recommendations (Berkman and Gilson, 1986).…”

Section: Insert Figure 1 Here] 31 Research Hypothesesmentioning

confidence: 99%

“…For example, Wang and Head (2007) shown that a higher level of trust leads to a higher level of relationship intention, and Stewart (2003) found a strong association between trust and intentions to buy. Similarly, Bauer et al (2002) opined that trust in a business relationship has a positive effect on its stability and increases the partners' willingness to cooperate. Kim and Smith (2007) further demonstrated that trust has a positive significant and direct effect on customers' word of mouth intentions.…”

Section: Insert Figure 1 Here] 31 Research Hypothesesmentioning

confidence: 99%

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How Guanxi Influences Word of Mouth Intentions

Mak¹,

Wong²,

Tong

2011

IJBM

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This research investigates key determinants of success for executive search consultants from the perspective of job candidates. Findings from 245 respondents support the hypotheses that word of mouth intentions are driven by satisfaction, trust, and guanxi, satisfaction and trust are partial mediators. The findings successfully demonstrate the association between guanxi and relational dimensions, and indicate that the service attributes identified in the research are appropriate for evaluating the performance of executive search services as perceived by job candidates. This research contributes to the body of knowledge related to human resources management and customer relationship management. Keywords: Executive search, Headhunting, Human resources management, Hong Kong, Relationship marketing, Trust, Satisfaction, Guanxi, Word of mouth 1. Introduction Most companies select and recruit staff of the right calibre through traditional in-house human resources management (HRM) function (Fish and Macklin, 2004). However, companies using the traditional approach often find themselves flooded with large number of resumes, which puts considerable pressure on HRM administrators and causes delay in the recruitment process (Hilversum, 1999). Outsourcing HRM, which means having a third-party furnishes the administration of a HRM activity that would normally be performed in-house can provide companies with a business edge because they do not have to spend resources on processes that do not contribute to the bottom line (Laabs, 1993). Executive search is the practice of a recruitment and selection function being outsourced by recruiting firms to executive search consultants (ESCs). An executive search process involves three parties, namely, ESCs, recruiting companies and potential job candidates. A review of the literature related to the executive search industry revealed that previous work in this area focused on either executive search firms (ESFs) or recruiting companies, leaving out the potential candidates in the three-party relationship. People relationships are an important success factor in the executive search industry. As an agent, ESCs are required to match and meet the service needs of the other two parties while maintaining a good relationship with them throughout. Knowing client or user expectations and having a good understanding of how relationship marketing (RM) variables of satisfaction, trust and word of mouth intentions interact and influence one another in the search process are the first steps to business success. However, there appears to be no research that has sought to identify the attributes that job candidates desire of professional recruitment agencies, nor has there been any study on the interactive relationships among RM variables in Hong Kong's executive search industry. This research fills these gaps by studying the RM of Hong Kong ESCs as perceived by potential candidates. All previous related studies were done in the West but there are substantial differences between Chinese and Wes...

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An empirical investigation of antecedents of B2B Websites’ effectiveness

Chakraborty

Lala

Warren

2002

Journal of Interactive Marketing

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The purpose of this study was to identify the factors that influence customers’ perceptions of the effectiveness of business-to-business Websites and to test empirically the significance of these factors. Based on a review of academic and trade press literature, we identified eight factors that are thought to influence business-to-business Website effectiveness. Following standard scale development procedures, we developed valid and reliable scales for measuring each of these eight factors. A Web survey-based field study was conducted in which 540 business customers of a power tool company gave their opinions about one of eight construction industry Websites with which they were most familiar. We simultaneously tested the significance of these eight factors in explaining the effectiveness of Websites. Our results suggest that of the eight factors considered, informativeness, organization, transaction-related interactivity, and personalization are significant predictors of Website effectiveness. We found no direct relationship between the other factors (non-transaction-related interactivity, privacy/security, accessibility, and entertainment) and Website effectiveness.

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Building customer relations over the Internet

Cited by 348 publications

References 20 publications

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

How Guanxi Influences Word of Mouth Intentions

An empirical investigation of antecedents of B2B Websites’ effectiveness

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