Facial Skincare Journey

Abstract

Consumer journey analysis led to efficient marketing implementation. A journey represents a path of steps and interaction between consumer and service units at each touchpoint. Dissatisfaction in the touchpoint, causes a negative effect to retain a customer. Previous studies always constructed the journey maps relied on the narrative approach. According to use Google, consumers always face massive websites to access, which is a pain point in the journey. Improving consumer buying, led to the research aims: identifying consumer needs, and reducing SEO pain-point using content relevance indexing. The data (social media posts from the Thai beauty communities in the year 2020) is analyzed and has found that there are two need types: curative and preventive. The study can segment the 150 websites into four groups which reduce the search space. Moreover, the significant words from the wrapping technique can use to create keywords in the homepage introduction that are matching the products to consumer needs.

The Effect of Trust and Perceived Value on Reuse Intention of Linkaja Application Users Mediated by Customer Satisfaction

“…Trust in online marketing is important because it mixes emotions and judgments that can evolve and change over time. Trust is a key factor in online business transactions because online transaction performance is subject to uncertainty and error from non-human factors, and if there is distrust, it will harm consumer satisfaction in transactions (Piriyakul et al, 2015) The results of this study strengthen the findings of the study (Piriyakul et al, 2015) ( Malhotra et al, 2017) concluded that trust has a significant positive effect on satisfaction. Research (Dwi & Raka, 2022) states that trust significantly affects customer satisfaction.…”

“…Research (by Narahdita et al, 2020) ; (Dwi & Raka, 2022) concluded that trust significantly positively affects reuse intention. This research contrasts (with Piriyakul et al, 2015); Tun (2020) found that trust does not affect the intention to reuse. Research (Ladkoom & Thanasopon, 2020) ; (Anshori et al, 2022) concluded that trust has no effect on reuse intention.…”

“…Therefore, customer satisfaction is a mental state before other behaviours follow according to the expectationsdisconfirmed model. (Piriyakul et al, 2015) revealed that trust and perceived value affect customer satisfaction, and customer satisfaction itself, in turn, affects the intention to reuse (reuse intention).…”

“…Therefore, the authors in this study can place customer satisfaction on attitudes in the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM). (Piriyakul et al, 2015) says that customer satisfaction with purchases is influenced by perceived value and trust. Perceived value and trust are influenced by reuse intention before customer satisfaction.…”

“…WOM or from searching for information/data. Expectations are the cause of pre-purchase satisfaction, while confirmation/disconfirmation is the cause of satisfaction during purchase (Piriyakul et al, 2015).…”