Capturing marketing practices for harnessing value-in-use

Hartwig, Kea; Jacob, Frank

doi:10.1080/10696679.2021.1895671

Cited by 11 publications

(5 citation statements)

References 60 publications

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“…Moreover, unlike goods (e.g., cars), the service value components cannot be integrated into a single entity, but are rather orchestrated among different entities (e.g., the room , furnishing , staff , and amenities of a hotel ; Wirtz et al, 2020). In other words, services are characterized by non‐ownership (Lim et al, 2022); intangibility, perishability, and inseparability (Hartwig & Jacob, 2022); therefore, they are different from ‘goods’ (Lim et al, 2022; Wirtz et al, 2020). The servitization phenomenon renders experience over ownership in luxury services that needs a knowledge extension (Lim, 2020).…”

Section: Introductionmentioning

confidence: 99%

Masstige consumption, brand happiness, and brand advocacy: A service perspective

Purohit

Arora

Radia

2023

Int J Consumer Studies

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Despite the call in literature, the masstige brands in the service industry remain unexplored exposing an important literature gap. This study employed the masstige theory to explore and conceptualize luxury service brands. An initial pre‐test study was used to identify the masstige brands in the service category. Study 2 comprised a quantitative survey on 358 identified masstige brand users for two purposes: (i) To determine the masstige mean scores of the specified brands. (ii) To examine the association between masstige consumption, brand happiness, and brand advocacy for masstige brands in the tourism and airline category. It was found that service masstige brand consumption does influence brand happiness, which further affects consumers' brand advocacy. Further, the masstige consumption and brand happiness relation was moderated by internal motivations but not external motivations. The theoretical and practical implications are discussed.

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Section: Introductionmentioning

confidence: 99%

Masstige consumption, brand happiness, and brand advocacy: A service perspective

Purohit

Arora

Radia

2023

Int J Consumer Studies

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“…SDL is studied through value‐in‐use (e.g., Hartwig & Jacob, 2022), which is the consumer's experiential evaluation of the proposition of the product or service beyond functional attributes and in line with his/her motivation, specialized competences, processes, actions, and performance (Ranjan & Read, 2016). It is a dynamic phenomenon that emerges through individual experience (Medberg & Grönroos, 2020), where utility can only be determined with actual usage (Hartwig & Jacob, 2022).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

“…By adjusting to the request of value creation by consumers and immersing the consumer in a unique service experience, more perceived value may be generated, which can increase consumer satisfaction and repurchase intention (Sheng et al, 2022). Similarly, a service provider can cocreate value with consumers through their processes, resources, and outcomes, where positive experiences commonly lead to increased perceived value (Hartwig & Jacob, 2022). Experience is evidenced through complex affective and cognitive processes that emerge from considerable consumer participation and behavior in the service interaction (Ranjan & Read, 2016).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

“…Research has examined the impact of BMAs on brand equity (e.g., Tran et al, 2022), perceived quality and brand association (e.g., Tran et al, 2021), and the capacity of mobile apps to increase brand loyalty (e.g., Fang, 2019). Studies have commonly applied the Service‐Dominant Logic (SDL) (Vargo & Lusch, 2004) to explore value co‐creation through value‐in‐use (Hartwig & Jacob, 2022; Sheng et al, 2022). BMAs are value‐added services that allow consumers to perform mobile commerce tasks (Fang, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…apps to increase brand loyalty (e.g., Fang, 2019). Studies have commonly applied the Service-Dominant Logic (SDL) (Vargo & Lusch, 2004) to explore value co-creation through value-in-use (Hartwig & Jacob, 2022;Sheng et al, 2022). BMAs are value-added services that allow consumers to perform mobile commerce tasks (Fang, 2019).…”

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confidence: 99%

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Deriving value from branded mobile apps: Exploring the role of brand satisfaction, age, and value‐in‐use subdimensions

Santos,

Gonçalves,

Mendes

et al. 2023

Psychology and Marketing

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The study investigates how value‐in‐use generated on branded mobile apps from supermarkets affects brand satisfaction and loyalty through two models. The first model assesses how value‐in‐use dimensions (i.e., personalization, experience, and relationship) affect the outcomes, and the mediation of satisfaction and the moderation of age on those relations. The second model decomposes experience and relationship into subdimensions. The Structural equation modeling results show that personalization, experience, and relationship influence satisfaction, although experience has a negative effect. Age moderates the relations, where younger individuals value personalization and older individuals value experience and relationship. Regarding the individual subdimensions, only behavioral experience, and app trust and commitment are relevant for satisfaction, whereas behavioral experience has a negative effect. In both models, satisfaction significantly influences loyalty and mostly acts as a full mediator. Two FGDs were conducted to understand the negative effect of experience on brand satisfaction. The results show that experience is mostly utilitarian with grocery apps and apps that require increased effort yield less satisfaction. The study enriches the literature on Service‐Dominant Logic and value‐in‐use. The findings can provide managers with insights on using branded grocery apps to enhance the value co‐created between the consumer and firm.

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Using NPS Open-Text Responses to Uncover the Voice-Of-The-Customer

Sievert¹

2023

Serving the Customer

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Capturing marketing practices for harnessing value-in-use

Cited by 11 publications

References 60 publications

Masstige consumption, brand happiness, and brand advocacy: A service perspective

Masstige consumption, brand happiness, and brand advocacy: A service perspective

Deriving value from branded mobile apps: Exploring the role of brand satisfaction, age, and value‐in‐use subdimensions

Using NPS Open-Text Responses to Uncover the Voice-Of-The-Customer

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