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Full-Text Articles in Business
How Do Consumers Co-Create Their Experiences? An Exploration In The Heritage Sector, Joanna Minkiewicz, Jody Evans, Kerrie Bridson
How Do Consumers Co-Create Their Experiences? An Exploration In The Heritage Sector, Joanna Minkiewicz, Jody Evans, Kerrie Bridson
Dr. Joanna Minkiewicz
Whilst the body of work around co-creation has grown, co-creation continues to be considered from a value perspective with key questions, such as what is actually being co-created, remaining unanswered. This article moves beyond value to experiences and explores co-creation of the consumption experience. The research examines the manifestations and antecedents of co-creation of the consumption experience from a consumer angle and presents a co-creation framework. Customer critic analysis with consumers from two exemplar heritage organisations is used to investigate co-creation. The findings illuminate three facets of co-creation: co-production, engagement, and personalisation. This paper addresses a gap in Service-Dominant Logic …
고객보상 프로그램이 고객 유지에 미치는 효과, Ho Seong Jeon
고객보상 프로그램이 고객 유지에 미치는 효과, Ho Seong Jeon
Asia Marketing Journal
This study probes the effect of loyalty program on the customer retention based on the real transaction data(n=2,892) acquired from education service industry. We try to figure out the outcomes of reward program through more than 1 year-long data gathered and analyzed according to quasi-experimental design(i.e., before and after design). We adopt this kinds of research scheme in regard that previous studies measured the effect of loyalty program by dividing the customers into two group(i.e., members vs. non-members) after the firms or stores had started the program. We believe that it might not avoid the self-selection bias. The research questions …