Will he buy a surprise? Gender differences in the purchase of surprise offerings

Kovacheva, Aleksandra; Nikolova, Hristina; Lamberton, Cait

doi:10.1016/j.jretai.2022.04.002

Cited by 20 publications

(6 citation statements)

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“…Nevertheless, our analyses have shown that another emotional affect caused by surprise is particularly important in hospitality. This echoes recent work on the strategic marketing of surprise, which aims to capture consumers' attention and interest by offering them unexpected and memorable experiences or messages (Kovacheva et al, 2022). The social dimension has also shed new light on the conceptualization of the intended digitalized guest experience.…”

Section: Word Of Mouthmentioning

confidence: 66%

“…The ability to control various aspects of the room with a single switch, such as lights and music, was described as a fun and memorable feature” (Interview H). Another aspect of the affective dimension—the positive surprise—fostered by technology but rarely emphasized in academic literature (Kovacheva et al, 2022) is of particular importance in the hotel industry, especially in the upscale segment. The director of Grape Hospitality Group in Spain mentioned “the introduction of Fols mobile as a way to personalize the guest experience and continuously surprise them throughout their stay” (Interview D).…”

Section: Resultsmentioning

confidence: 99%

“…The ability to control various aspects of the room with a single switch, such as lights and music, was described as a fun and memorable feature" (Interview H). Another aspect of the affective dimensionthe positive surprise-fostered by technology but rarely emphasized in academic literature (Kovacheva et al, 2022) is of particular importance in the hotel industry, especially in the upscale segment.…”

Section: Exploring the Dimensions Of The Intended Digitalized Guest E...mentioning

confidence: 99%

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Designing the digitalized guest experience: A comprehensive framework and research agenda

Youssofi,

Jeannot,

Jongmans

et al. 2023

Psychology and Marketing

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Digital transformation has emerged as a critical necessity for hospitality, a sector that traditionally prioritizes human interaction and personalized experiences. While prior research has explored the impact of digital technologies on the realized guest experience, there is a lack of work that studies their influence on the intended guest experience, as designed by hoteliers. Drawing on existing literature on customer experience management and digitalization in hospitality, this research aims to understand the psychological mechanisms by which digital technologies enhance the intended digitalized guest experience. We conducted two qualitative studies, involving 22 hotel professionals and 18 consumers. By consolidating these different theoretical and practical perspectives, we propose a conceptualization of the intended digitalized guest experience and present an integrative framework that includes the mediating and reciprocal role of consumer‐ and professional‐based psychological mechanisms, along with antecedents, outcomes, and contingency factors. These findings have practical implications for hotel professionals, enabling them to leverage appropriate digital strategies for successful guest experiences. The article concludes with specific recommendations to managers on how to design a unique guest experience. These recommendations include designing a game‐like experience, developing “care” as a new source of digital value creation, and providing training to the staff to enhance their creativity.

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Section: Word Of Mouthmentioning

confidence: 66%

Section: Resultsmentioning

confidence: 99%

Section: Exploring the Dimensions Of The Intended Digitalized Guest E...mentioning

confidence: 99%

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Designing the digitalized guest experience: A comprehensive framework and research agenda

Youssofi,

Jeannot,

Jongmans

et al. 2023

Psychology and Marketing

View full text Add to dashboard Cite

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“…We encourage researchers and practitioners to test different participation strategies with different customer groups (e.g., new vs. tenured customers) using randomized field experiments. Because our partnering company serves primarily female customers, it would also be interesting to determine whether the role played by the surprise element of curated apparel boxes is moderated by gender differences (as has recently been posited by Kovacheva, Nikolova, and Lamberton 2022). Finally, we restricted our sample to customers who made at least two box purchases to measure customer participation with the first box and tie it to the next box's purchases.…”

Section: Limitations and Directions For Future Researchmentioning

confidence: 99%

Understanding Customer Participation Dynamics: The Case of the Subscription Box

Umashankar¹,

Kim²,

Reutterer³

2023

Journal of Marketing

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Although subscription boxes are incredibly popular, box companies often miss out on the benefits of a subscription model. Customers routinely skip boxes, and even when they do not, they end up returning products from each box. Hoping to avoid these returns, box companies coopt customers to preview upcoming boxes, evaluate delivered boxes, and justify skipped boxes. We are interested in how such extensive customer participation can discourage skipping or, even better, encourage spending. An analysis of 30,000 apparel box customers’ repeated preview, feedback, and purchase behavior reveals that, in addition to whether customers participate, the way in which and when they do matter and often in counterproductive ways. Specifically, customer participation with the delivered box drives future purchases, whereas participation before and after the delivered box appears to decrease box opt-in and spending. Further, the double-edged nature of customer participation, especially when such participation involves emotionality, has long-lasting effects, indicating the important role of customer participation dynamics in shaping purchase behavior.

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“…The combination of these features influences individual behaviour in the purchasing process. Purchasing decisions for women are different from men's (Nimri et al, 2020;Kovacheva et al, 2022;Basak et al, 2020;Karpinska-Krakowiak, 2021).…”

Section: Factors Determining the Shopping Behaviour Of Consumersmentioning

confidence: 99%

Diversification of student consumption during the pandemic - Albania, Poland and Portugal

Grzywińska‐Rąpca

Duarte

Kulli³

et al. 2022

Central European Economic Journal

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This paper aims to identify changes in consumption by students from Albania, Poland and Portugal in the era of the SARS-CoV-2 coronavirus. The study was conducted on a sample of 668 students of the Qiriazi University College and Aldent University in Albania, the University of Warmia and Mazury in Olsztyn, Poland and the School of Technology and Management of Porto Polytechnic in Portugal. The estimated volumes of basic macroeconomic indicators for this period prove that the crisis caused by the COVID-19 epidemic may be the cause of many adverse changes in various areas of life. The empirical study aimed to determine the impact of the epidemiological situation on changes in the shopping habits of students – designated as young consumers. The main goal was to identify differences in the purchasing decisions of young consumers depending on gender and nationality. The research instrument was a standardized survey questionnaire, which was divided into three thematic blocks. The first part of the questionnaire contains questions on the housing conditions of students, in the second part – activity on the labor market, and in the third part – issues related to shopping and the use of cultural services and the way of spending free time. Some conclusions were drawn from the research: (1) pandemic did not change the periodicity of purchases, (2) from online buying did not show a boom in the samples analyzed in this study, (3) students from these countries changed their shopping behavior in terms of shopping places. The conclusions formulated in the study, as well as the topicality of the issues, allow them to be considered useful for institutional entities interested in observing changes in consumption during the pandemic. The scientific contribution of theoretical and empirical considerations is primarily the systematization of theoretical foundations and the conceptualization of the category of factors determining the diversity of purchasing behavior of young people (students).

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Will he buy a surprise? Gender differences in the purchase of surprise offerings

Cited by 20 publications

References 93 publications

Designing the digitalized guest experience: A comprehensive framework and research agenda

Designing the digitalized guest experience: A comprehensive framework and research agenda

Understanding Customer Participation Dynamics: The Case of the Subscription Box

Diversification of student consumption during the pandemic - Albania, Poland and Portugal

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