Standardized vs. customized firm-initiated interactions: Their effect on customer gratitude and performance in a B2B context

Ruz-Mendoza, Miguel Á.; Trifu, Andreea; Cambra‐Fierro, Jesús; Melero‐Polo, Iguácel

doi:10.1016/j.jbusres.2021.05.006

Cited by 9 publications

(6 citation statements)

References 109 publications

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“…There are seven factors that affect a decision made before choosing to invest or not invest in a franchise business: initial fee [45,[54][55][56], benefits [43,57], investment risk [31,58], franchise products [47,51,57], reputations of the franchise [34,55], franchise experience [58,59], and support of the franchise [3,38,59,60]. Moreover, in this research, there are three factors influencing the behavior of franchise investors after investment: continuous investment [29,61], word of mouth [52,53,[61][62][63], and franchise loyalty [64,65]. Therefore, in this research, a total of 10 factors influencing decisions made both before and after investments are included in this research.…”

Section: Factors Influencing the Decision Makingmentioning

confidence: 90%

“…This topic presents the model using the method of comparing past research with the work presented in Table 4, which is based on the grouping of reviewed research studies shown in Table 1 (about franchising business and theory) [3,7,8,10,16,20,23,24,27,[33][34][35][36]46,47,[51][52][53]57,[61][62][63], Table 2 (factors influencing the decision-making process) [45,52,53,57,[67][68][69], and Table 3 (decision-making process) [52,53,68,70]. The researcher has organized the research work into three groups: the first group details the research related to franchise business theory, the second group is research related to factors influencing franchise investment decisions [52,53,70], and the third group is a research study related to the decision-making process for investing in cosmetics and dietary supplement franchises [38].…”

Section: Formulate Modelmentioning

confidence: 99%

“…Word-of-mouth communication is an essential reference source because it expresses opinions from people with direct experience in the product [61][62][63]76]. Voicing their opinions is beneficial for those who are interested [52,53,70].…”

Section: Word Of Mouth (Wm)mentioning

confidence: 99%

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Conceptual Models of Franchisee Behaviors in the Dietary Supplements and Cosmetics to Imply the Business Investments

Suttidharm,

Leelasantitham

2024

Sustainability

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Franchise businesses have demonstrated resilience before, through, and after the circumstances of COVID-19. This can be attributed to the inherent appeal of rapid success and risk mitigation for investors. Therefore, investors are attached to engaging in a franchise business model. Fierce competition exists among franchise businesses, with numerous brands within the same industry, especially the cosmetic and dietary supplement franchise category, which has garnered significant popularity in Southeast Asia, particularly Thailand. The expansion of this franchise category has accelerated, surpassing the growth rates observed in other countries. Investment decisions across various investor levels are influenced by diverse factors, including intense competition, contributing to the rapid expansion. Therefore, a comprehensive study and understanding of the investment behavior of cosmetic and dietary supplement franchise businesses has become imperative. The success of a franchise business hinges on different factors encompassing decisions made before, during, and after investments. This study delves into the decision-making behaviors preceding and following investments across different investor levels in the cosmetics and dietary supplement franchise industry, utilizing fundamental aspects derived from rational choice theory (RCT) and additional variables. The researcher gathered responses through questionnaires from 490 respondents with investment experience in the cosmetics and dietary supplement franchise business. The study revealed that factors postulated in this study significantly influenced investment choices within cosmetics and dietary supplement franchises. When segmented based on investor levels, distinct considerations emerged for each group. Furthermore, there is a compelling need for cosmetic and dietary supplement franchise owners to implement enhancements in services to uphold and expand investor bases, representing an intense challenge in the cosmetics and dietary supplement franchise business nowadays. This study is intended only for individuals with prior investment experience in the cosmetics and dietary supplement franchise industry. It focuses on examining the factors that influence investment decisions both before and after the initial investment, particularly with regard to dietary supplement and cosmetics franchises.

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Section: Factors Influencing the Decision Makingmentioning

confidence: 90%

Section: Formulate Modelmentioning

confidence: 99%

See 1 more Smart Citation

Conceptual Models of Franchisee Behaviors in the Dietary Supplements and Cosmetics to Imply the Business Investments

Suttidharm,

Leelasantitham

2024

Sustainability

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“…Therefore, gratitude prolongs an individual’s sense of well-being, effectively alleviating the hedonic adaptation (Bao and Lyubomirsky, 2014). At present, the research on customer gratitude has focused mainly on relationship marketing by exploring how it strengthens the customer brand relationship and improves relationship performance (Eggert et al , 2019; Ruz-Mendoza et al , 2021). This study tests whether the gratitude evoked by preferential treatment is also subject to hedonic adaptation in loyalty programs, which would change customer engagement.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Hedonic adaptation to preferential treatment: the moderating effect of the structural characteristics of loyalty programs

Ren

2023

NBRI

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Purpose As internet dividends are gradually disappearing, loyalty programs have become the panacea for monetizing traffic, attracting new customers and retaining existing customers. Improving their effectiveness has thus become key to enterprises’ market competitiveness. However, member customers’ hedonic adaptation to this relationship strategy undermines its effectiveness. Based on the hedonic adaptation theory, this study aims to analyze the process of member customers' hedonic adaptation to preferential treatment in loyalty programs and explore the boundary conditions of alleviating this effect. Design/methodology/approach This study surveyed 271 member customers in China and tested the hypothesized relationships using structural equation modeling and multigroup analysis. Findings Preferential treatment suffers from hedonic adaptation to member customer engagement and customer gratitude, and customer tenure is a key condition for these effects. Customer gratitude is an intermediary mechanism that explains the hedonic adaptation effect of preferential treatment to member customers engagement. In addition, the structural characteristics of loyalty programs form the boundary condition that alleviates hedonic adaptation. The authors found that high-tier and -payment strategies are more likely to mitigate hedonic adaptation of preferential treatment to customer gratitude. Originality/value This study elucidates the factors that influence the effectiveness of preferential treatment and provides constructive insights into customer relationship management and for improving enterprise performance.

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“…Based on the literature encapsulated in our findings, here is a list of implications for European businesses, designed for and aimed at practitioners: (1) Build trust through thoughtful and personalized communication [86,[102][103][104]. (2) Europe is a mélange of cultures and languages; therefore, the content, product, and experiences must be adequately customized [105]. (3) Experiences and interactions must be fun, not just informative.…”

Section: Implications For Practitionersmentioning

confidence: 99%

Social Commerce in Europe: A Literature Review and Implications for Researchers, Practitioners, and Policymakers

Pauceanu¹,

Văduva

Nedelcuț

2023

JTAER

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The COVID-19 pandemic has altered consumer behavior, making social commerce a viable alternative throughout the world. Europe is trailing the US and China in adopting this technology, but the prognosis is encouraging. Our goal is to contribute to this process by offering a literature review on social commerce in Europe for researchers, practitioners, and policymakers. We analyzed 4.764 articles published during the 2015–2023 period on the topic of social commerce in Europe utilizing the PRISMA flow diagram. After scrutinizing this large body of literature with various instruments including artificial intelligence (AI), we identified a final list of 45 articles that are most pertinent to our research questions. The emerging themes were that social media is shaping behavior and triggering buying intentions, that trust is paramount in buying impulses and behavior, and that success in social commerce is predicated upon relationships and engagement.

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Standardized vs. customized firm-initiated interactions: Their effect on customer gratitude and performance in a B2B context

Cited by 9 publications

References 109 publications

Conceptual Models of Franchisee Behaviors in the Dietary Supplements and Cosmetics to Imply the Business Investments

Conceptual Models of Franchisee Behaviors in the Dietary Supplements and Cosmetics to Imply the Business Investments

Hedonic adaptation to preferential treatment: the moderating effect of the structural characteristics of loyalty programs

Social Commerce in Europe: A Literature Review and Implications for Researchers, Practitioners, and Policymakers

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