Socio-economic perspectives on consumer engagement and buying behavior PDF
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Socio-Economic Perspectives on Consumer Engagement and Buying Behavior Hans Ruediger Kaufmann University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus Mohammad Fateh Ali Khan Panni City University, Bangladesh A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Published in the United States of America by IGI Global Business Science Reference (an imprint of IGI Global) 701 E. Chocolate Avenue Hershey PA, USA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: [email protected] Web site: http://www.igi-global.com Copyright © 2017 by IGI Global. All rights reserved. No part of this publication may be reproduced, stored or distributed in any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher. Product or company names used in this set are for identification purposes only. Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark. Library of Congress Cataloging-in-Publication Data CIP Data Pending ISBN: 978-1-5225-2139-6 eISBN: 978-1-5225-2140-2 This book is published in the IGI Global book series Advances in Marketing, Customer Relationship Management, and E- Services (AMCRMES) (ISSN: 2327-5502; eISSN: 2327-5529) British Cataloguing in Publication Data A Cataloguing in Publication record for this book is available from the British Library. All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the authors, but not necessarily of the publisher. For electronic access to this publication, please contact: [email protected]. Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Eldon Y. Li National Chengchi University, Taiwan & California Polytechnic State University, USA ISSN:2327-5502 EISSN:2327-5529 Mission Business processes, services, and communications are important factors in the management of good customer relationship, which is the foundation of any well organized business. Technology continues to play a vital role in the organization and automation of business processes for marketing, sales, and cus- tomer service. These features aid in the attraction of new clients and maintaining existing relationships. The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series addresses success factors for customer relationship management, marketing, and electronic services and its performance outcomes. This collection of reference source covers aspects of consumer behavior and marketing business strategies aiming towards researchers, scholars, and practitioners in the fields of marketing management. 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Chocolate Ave., Hershey, PA 17033 Order online at www.igi-global.com or call 717-533-8845 x100 To place a standing order for titles released in this series, contact: [email protected] Mon-Fri 8:00 am - 5:00 pm (est) or fax 24 hours a day 717-533-8661 List of Reviewers AbuZafarMahmudulHaque, City University Bangladesh, Bangladesh DursunYener,Istanbul Medeniyet University, Turkey SandraMariaCorreiaMariaCorreiaLoureiro,Instituto Universitário de Lisboa (ISCTE-IUL), Portugal & Business Research Unit (BRU/UNIDE), Portugal S.M.RiadShams,Ural Federal University, Russia Table of Contents Preface.................................................................................................................................................xvi Acknowledgment.................................................................................................................................xx Section 1 Social Perspectives of Consumer Behavior and Engagement Chapter 1 TheConceptof“Consumerism”fromaConsumerActivistPerspective...............................................1 Ioanna Papasolomou, University of Nicosia, Cyprus Chapter 2 SocialImpactinConsumerBehaviour-ConsumerBoycottsasaConsumerismActivity:...................22 Dursun Yener, Istanbul Medeniyet University, Turkey Chapter 3 FuelEfficientVehicles:TheRoleofSocialMarketing........................................................................36 Lisa Watson, University of Regina, Canada Anne M. Lavack, Thompson Rivers University, Canada Chapter 4 CustomerSatisfactionintheConsumptionofGreenProducts.............................................................59 Violeta Sima, Petroleum-Gas University of Ploiești, Romania Ileana Georgiana Gheorghe, Petroleum-Gas University of Ploiești, Romania Section 2 Consumer Behavior and Engagement in the Nexus of Marketing and Technology Chapter 5 Marketing4.0:EnhancingConsumer-BrandEngagementthroughBigDataAnalysis........................94 Ana Isabel Jiménez-Zarco, Open University of Catalonia, Spain Asher Rospigliosi, Brighton University, UK María Pilar Martínez-Ruiz, University of Castilla la Mancha, Spain Alicia Izquierdo-Yusta, University of Burgos, Spain Chapter 6 EffectiveSurveillanceManagementduringServiceEncounters:AConceptualFramework............118 Angelo Bonfanti, University of Verona, Italy Chapter 7 ConsumerInformationSystemsResearchAgenda:MeetingChallengesforInteractiveTelevision ServiceDevelopment..........................................................................................................................140 Tuure Tuunanen, University of Jyväskylä, Finland Michael David Myers, University of Auckland, New Zealand Chapter 8 ConsumerInformationSystemsasServices:StudyofEmergingIPTVMarketinNewZealand......154 Tuure Tuunanen, University of Jyväskylä, Finland Lesley Gardner, University of Auckland, Australia Martin Bastek, DEVK, Germany Chapter 9 AbouttheE-commerceActivitiesinFinnishLapland-PerspectivesofConsumersand Entrepreneurs:E-CommerceinLapland............................................................................................175 Rauno Rusko, University of Lapland, Finland Joni Pekkala, University of Lapland, Finland Section 3 Consumer Behavior and Engagement from a Macro Economic Context Chapter 10 DoStockMarketsComoveinEmergingEconomies?........................................................................197 Sadullah Çelik, Marmara University, Turkey Emel Baydan, Marmara University, Turkey Chapter 11 NowcastingCapacityUtilizationinTurkey:AContinuousWaveletAnalysis...................................214 Özlem Taşseven, Doğuş University, Turkey Section 4 Consumer Behavior and Engagement: Industry and Corporate Cases Chapter 12 ConsumptionandWell-Being:CollectingExperiencesRatherThanMaterialPossessions..............248 Sandra Maria Correia Loureiro, Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU/UNIDE) and SOCIUS, Portugal Chapter 13 TheEffectoftheMarketingStrategyinPerformanceofthePharmaceuticalSector.........................278 Irene Samanta, Piraeus University of Applied Sciences, Greece Chapter 14 TheAuralNatureofAtmosphereinaRetailSetting..........................................................................290 Sanda Renko, University of Zagreb, Croatia Tomislav Gregur, University of Zagreb, Croatia Chapter 15 EnhancingRetailer-ConsumersRelationshipthroughEverydaySustainability:McDonald’sin Italy.....................................................................................................................................................312 Elena Candelo, University of Turin, Italy Cecilia Casalegno, University of Turin, Italy Chiara Civera, University of Turin, Italy Chapter 16 ConqueringtheDigitalCustomer:HowZaraIsConfrontingtheDigitalInnovationRevolution......334 Eric Viardot, EADA Business School, Spain Petra A. Nylund, University of Vic, Spain Compilation of References...............................................................................................................355 About the Contributors....................................................................................................................412 Index...................................................................................................................................................418 Detailed Table of Contents Preface.................................................................................................................................................xvi Acknowledgment.................................................................................................................................xx Section 1 Social Perspectives of Consumer Behavior and Engagement Chapter 1 TheConceptof“Consumerism”fromaConsumerActivistPerspective...............................................1 Ioanna Papasolomou, University of Nicosia, Cyprus Thechapterdefinestheconceptof‘consumerism’anddiscussesitsdifferentperspectiveswhichemerged duringitshistoricaldevelopment.Theauthoradoptsthesecondperspectiveofconsumerismwhichposits thatconsumerismisamovementaimedatsafeguardingtheinterestsandrightsofconsumers.Thisview iscloselyrelatedtotheconceptofsocialresponsibility(CSR)andsubsequentlysocietalmarketing.There isevidenceintheliteraturetosuggestthatinaneraofincreasingsocialproblemsandenvironmental challenges,thereisaneedforCSRandsustainablemarketing.Infact,theseconddefinitionofconsumerism isinextricablylinkedwithCSRandsocietalmarketing.Thechapterisconceptualinnatureandprovides areviewofsomeofthelatesttrendsinthefieldsuchasboycotting,sustainableconsumption,internet activism,anti-branding,Fairtrade,greenconsumerism,andsustainablemarketing.Thediscussionis concludedbyprovidingsomesuggestionstopractitionersanddirectionsforfutureresearch. Chapter 2 SocialImpactinConsumerBehaviour-ConsumerBoycottsasaConsumerismActivity:...................22 Dursun Yener, Istanbul Medeniyet University, Turkey Consumerismisnotanewconceptformarketing,butitsimportanceisgrowingintherecentyears. Researchershavestudiedthephenomenonofconsumerismfromwithindifferentdimensions.However, itsrelationshipwithsocialimpacttheoryandconsumerboycottshasnotbeendealtwithaccurately. Socialimpactcanbedefinedastheeffectofpeopleonotherpeople.Aconsumerboycottisatypeof consumerbehaviourinwhichconsumerscollectivelyprefernottousetheirpurchasingpowertowardsa product,brandorallproductsofacountryandboycottthem.Motivationsforparticipatinginboycotts differinaccordancewithvariousfactorssuchasconsumers’beliefs,needsorattitudes.Organizinga boycottandcallingforpeople’sparticipationismucheasiertodaythanitusedtobeinthepast.Since consumerboycottsisatypeofconsumerbehaviourandconsumersareaffectedvariousfactorsincluding peopleintheirfamilyorfriendsormembersintheirreferencegroups,theycanbethoughtaderivation ofsocialimpact. Chapter 3 FuelEfficientVehicles:TheRoleofSocialMarketing........................................................................36 Lisa Watson, University of Regina, Canada Anne M. Lavack, Thompson Rivers University, Canada Consumershavebeenslowtoswitchtomorefuelefficientvehicles,inspiteofthethreatofafutureglobal shortageoffossilfuels.Tounderstandconsumerreluctancetoadopthybridautomotivetechnology,this chapterbeginsbyreviewingconsumerdecision-makingwithregardtoconsumerautomotivepurchases. Weexaminethemarketforfuelefficientvehicles(FEVs)andalternatefuelvehicles(AFVs),includinga discussionofconsumerwillingnesstotradepersonalcomfortinordertobuymorefuelefficientvehicles, andconsumerpricesensitivitywithregardtopurchasinghigher-pricedalternativefuelvehiclesincluding hybrid-electricvehicles.Wediscussthetenuouslinkbetweenenvironmentalattitudesandbehavior,and outlinetheroleofsocialmarketingincreatingbehaviorchangerelatingtoautomotivepurchasedecisions. Chapter 4 CustomerSatisfactionintheConsumptionofGreenProducts.............................................................59 Violeta Sima, Petroleum-Gas University of Ploiești, Romania Ileana Georgiana Gheorghe, Petroleum-Gas University of Ploiești, Romania Thischapteraimedtoidentifythosefactorsthatdeterminethegreenconsumersatisfaction,havingasthe emergingpointtheconsumerbehaviordefinitionandthesustainabledevelopmentconcept.Theauthors proposeanewapproachofthedimensionsoftheevaluationmodelforcustomersatisfactionincluding anewone,calledTheGreenDimension.Animportantgoalwasidentifyingthedriversoftheconsumer purchasing.Theauthorsidentifiedthreemainareasofthegreendimensionofcustomersatisfaction.They arerelatedtoCompany,Product/service,andPrice.Thensomeconsiderationsregardinganintegrated approachofstrategicmixfroma‘green’perspectivehavebeenpresented.Accordingtoresearchfrom BostonConsultingGroup,inordertoobtainaGreenAdvantage,companiesshouldenhancetheirstrategic mixtakingintoconsiderationsgreenplanning,greenprocesses,greenproduct,andgreenpromotion.The authorsaddedtwomoreelements,namelypeopleandeco-efficiency,resulting“TheGreenStrategyMix”. Section 2 Consumer Behavior and Engagement in the Nexus of Marketing and Technology Chapter 5 Marketing4.0:EnhancingConsumer-BrandEngagementthroughBigDataAnalysis........................94 Ana Isabel Jiménez-Zarco, Open University of Catalonia, Spain Asher Rospigliosi, Brighton University, UK María Pilar Martínez-Ruiz, University of Castilla la Mancha, Spain Alicia Izquierdo-Yusta, University of Burgos, Spain Marketingevolvesinparallelwithtechnology.Duringthelastfiveyears,Marketing3.0hasbecomethe mostinnovativemarketingapproach,butofgrowing,isresearchfocusingonMarketing4.0:themarketing ofbigdata.Muchhasbeenspeculated,butacademicjournalshavepublishedlittleaboutMarketing
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