Customer Relationships and Experiences
The Impact of Device Used in Digital Paths on Deadline-Driven Purchase DecisionsAug 1, 2019 Meheli Basu, J. Jeffrey Inman, and Kirk Wakefield, 2019, 19-124-08
Based on three years of StubHub data, this study shows higher conversion rates for PC-only than for mobile-only consumer path. Device-switching spells trouble for purchase likelihood, but higher sales per transaction. One thing's for certain: as channels and devices evolve, marketing optimization is a moving target.
The Causal Effect of Service Satisfaction on Customer LoyaltyJul 8, 2019 Guofang Huang and K. Sudhir, 2019, 19-122-07
What is the real value of customer satisfaction and loyalty? The authors use an instrumental variables approach to overcome common methods bias and measurement error. They find that firms may be underestimating the gains in customer lifetime value from improving service satisfaction.
Measuring Customer Experiences: A Text-Based and Pictorial ScaleJun 10, 2019 Markus Gahler, Jan F. Klein, and Michael Paul, 2019, 19-119-06
Two scales offer precise measures of CX performance across the consumer journey. Based on eight studies with nearly 3000 participants, researchers develop an 18-item text-based scale and an icon-based scale that captures six CX dimensions.
Last Place Aversion in QueuesMay 17, 2019 Ryan W. Buell, 2019, 19-118-05
Last-place aversion is consequential for customer satisfaction and firm profits - customers who are last in line are twice as likely to switch or renege from the queue. Queue transparency can help. So can "eliminating" last place - experimentally ensuring that no one ever perceived themselves to be in last place reduced defections by 43.5%.
Designing Consumer AIApr 17, 2019
Markus Giesler, York University and Stefano Puntoni, Erasmus University
What fears preclude consumers from adopting AI and how can managers successfully address them?
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