Jurnal Customer Behavior (Perilaku Konsumen): Mei 2011

Selasa, 31 Mei 2011

Adaptive Learning Models of Consumer Behavior

by : Ed Hopkins - 2006

Published : Journal of Economic Literature classification numbers: C73, D11, D83, L13, M31.

Abstract

In a model of dynamic duopoly, optimal price policies are characterized assuming consumers learn adaptively about the relative quality of the two products. A contrast is made between belief-based and reinforcement learning. Under reinforcement learning, consumers can become locked into the habit of purchasing inferior goods. Such lock-in permits the existence of multiple history-dependent asymmetric steady states in which one firm dominates. In contrast, belief-based learning rules must lead asymptotically to correct beliefs about the relative quality of the two brands and so in this case there is a unique steady state.
Keywords: learning, consumer behavior, dynamic pricing, behavioral economics, reinforcement learning, market structure.

Introduction

Adaptive learning models attempt to describe the behavior of agents faced with repeated decision problems by assuming they use simple learning rules. These models are used in a number of apparently disparate environments. Economic theorists have analyzed them in abstract settings.1 They have been fitted to actual choice data both in economic experiments and the quite different context of the empirical analysis of consumer behavior.2 Despite differences in aims and terminology, some models of dynamic choice found in empirical marketing analysis are essentially the same as those used in economic theory. This research in marketing supports the experimental evidence that even simple adaptive learning models can help to explain human behavior. In the context of econometric work on experimental data, there has been an . . . . . (Read more)

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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Jumat, 20 Mei 2011

CONSUMER COMPLAINT BEHAVIOUR AND RELATIONSHIP MARKETING

by : Nichola L Robertson

Abstract

A void identified within the Relationship Marketing literature is the lack of research on dissatisfactory or problem relationships, so the utilisation of work that has been conducted in the area of Consumer Complaint Behaviour (CCB) is appropriate. Therefore, this paper identifies ways in which the CCB literature may be used to advance knowledge in the field of Relationship Marketing. As the context of this paper is consumer - service provider relationships, an assessment is made of some of the implications of technology-infusion in service encounters, at two levels, namely at the broad relationship marketing level, that is, the likely impact of technology infusion on consumer - service provider relationships, and then more specifically regarding implications for CCB.

Introduction
Relationship problems have been studied in a number of discipline areas, yet within the Relationship Marketing literature there appear to be very few studies that have employed the Consumer Complaint Behaviour (CCB) literature to address questions and issues that remain unanswered pertaining to relationship problems. The recent article of Tax, Brown and Chandrashekaren (1998) appears to be one of the few studies that have bridged these fields.
Therefore, one purpose of this article is to suggest how the CCB stream of research may offer a potential way forward for Relationship Marketing. It was decided that the context of this study would be the consumer - service provider relationship, for two reasons: Firstly, it is considered that services usually entail higher consumer dissatisfaction than .......................... (baca_selengkapnya )

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CHANGING PERCEPTIONS AND CHANGING BEHAVIOR IN CUSTOMER RELATIONSHIPS

by : PETER C. VERHOEF, PHILIP HANS FRANSES, BAS DONKERS

Abstract

We formulate a theoretical model in which we postulate that if a customers’ behavior is perceived as not optimal, customers will adjust this behavior based on their current satisfaction and payment equity. Furthermore, customers will also include new experiences. In our empirical study we particularly investigate customer referrals and the amount of services purchased. Our results show positive effects of current satisfaction and payment equity on referrals, while also changes in satisfaction and payment equity affect customer referrals. With respect to the amount of services purchased, our estimation results reveal a positive significant effect of only changes in satisfaction.
Key-words: Dynamic Modeling, Satisfaction, Customer Relationships, Preference Updating

INTRODUCTION
In the satisfaction literature several studies have investigated the effect of satisfaction over time.
These studies related satisfaction scores at different points in time with purchase intention scores at different points in time (Mazursky and Geva, 1989; Mittal, Kumar and Tsiros, 1999).
Conclusions of these studies are that the effect of satisfaction decays rapidly (Mazursky and Geva, 1989) and that the effect of satisfaction at t on intentions at t+1 is mediated by satisfaction at t+1 (Mittal, Kumar and Tsiros, 1999). Although satisfaction has been related to purchase intentions over time, apparently no studies have looked at the dynamic effect of satisfaction on purchase behavior over time. An exception is Verhoef, Franses and Hoekstra (1999), who relate satisfaction to purchase behavior in two subsequent time periods. However, as they do not have satisfaction scores at different points in time, they cannot provide a detailed insight into the dynamic effects of satisfaction over time. . . . . . . . . . . .(baca_selengkapnya )

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Senin, 02 Mei 2011

The Antecedents and Consequences of Service Customer Citizenship and Badness Behavior

by : Youjae Yi & Taeshik Gong

Published : Seoul Journal of Business, Volume 12, Number 2 (December 2006)

Abstract

This paper presents an empirical test of the antecedents and consequences of customer extra-role behavior (i.e., customer citizenship behavior and badness behavior). The model posits that negative affect, perceived justice, and commitment lead to customer extra-role behavior.
In turn, such extra-role behavior is expected to impact perceived service quality. The model was tested in an exercise class context of participants at sports center. Results from the empirical test indicated that managing customer extra-role behavior is as important as that of employee. Secondly, the study found that the organization have to manage the negative affect of customers to prevent customer badness behavior, and perceived justice and commitment to increase customer citizenship behavior. Implications are discussed, possible areas of further research are indicated, and limitations of the study are noted.
Keywords: customer extra-role behavior, customer citizenship behavior, customer badness behavior, perceived service quality

INTRODUCTION
The globalization of the service industry and open internationaleconomy require service companies to enhance theircompetitiveness continually. Service companies have recently been paying more attention to customers in order to improvecompetitiveness. The current service marketing literature focuseson managing customers as human resources (Bettencourt 1997; Dellande, Gilly, and Graham 2004; Groth 2005). Particularly because services are produced and consumed simultaneously, the interaction between service providers and customers is highly significant to service company performance (Kelley, Donnelly, Skinner 1990; Zeithaml, Parasuraman, and Berry 1990). Until now, most attention has been paid to service employees. However, a growing body of recent research has examined the management of customers rather than employees.

Specifically, earlier research focused on customer extra-role behavior, because it affects the performance of service companies (Bettencourt 1997; Groth 2005). Thus, studies on extra-role behavior such as citizenship or antisocial behavior by service customers are well documented (Harris and Reynolds 2004; Woo and Fock 2004; Yi 2002). Yet, there has been little empirical work on the antecedents and consequences of customer extrarole behavior. If research in this area is to advance, researchers must test this issue empirically. Furthermore, no research has explored both the antecedents and consequences of customer extra-role behavior simultaneously within one model. Such an approach would identify the differential effects of customer extrarole behavior in terms of its antecedents and consequences.
The present research focuses on antecedents of customer extra-role behavior such as . . . . . ..(baca_selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si

(Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management)

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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Consumer Behaviour and Satisfaction

by : Wahyuningsih and Chris Dubelaar

Abstract

This study investigates customer satisfaction using a market segmentation approach. Yet emerging customer satisfaction research has been investigating satisfaction only at the aggregate
level. In this study, customer satisfaction is examined in segments based on a typology of consumer search behavior. The findings demonstrate that the type of consumer as defined by whether and how they search for information (passive, rational-active, relational-dependent) has an effect on satisfaction. Rational-active and relational-dependent consumers are found to be the dominant consumer types who actively search out information before purchasing a product and thus perceive higher level of satisfaction than passive consumers. The identification of satisfaction within each type of consumer provides a reason for customers to repurchase the same product, or recommend it to other people. As a result, companies will be able to achieve an increase in profitability. Recommendations for companies and future research directions are presented.
Keywords: Consumer Behaviour Typology, Segmentation, Satisfaction

Introduction
There is a growing interest in the study of market segmentation. This is because concentrating on the needs of homogeneous groups within a larger heterogeneous market assists companies to get closer to their consumers (Harrison, 1994). Within each identified segment, we investigate the level of satisfaction. The identification of satisfaction within each type of consumer provides a
reason for customers to repurchase the same product, or recommend it to other people. As a result, companies will be able to achieve an increase in profitability.
Previous studies in customer satisfaction (e.g. Anderson and Sullivan, 1993; McQuitty, Finn, and Wiley, 2000) have investigated the satisfaction for all customers, without the benefit of segmentation. In this study, customer satisfaction was assessed based on a segment specific basis.
Therefore, the fundamental question raised in this research is: “Does a consumer’s search behaviour typology have an effect on the satisfaction he or she perceives?”

Consumer Behaviour Typology
Classifying target markets into groups of consumers assists marketers to clearly identify and satisfy the needs and wants of each group. Parallel with this view, Beckett et al., (2000). . . . . . .(baca_selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si

(Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management)

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

Perlu Artikel lain ?, click di:

Total PENGUNJUNG Jurnal ini sampai sekarang

Selasa, 31 Mei 2011

Adaptive Learning Models of Consumer Behavior

Jumat, 20 Mei 2011

CONSUMER COMPLAINT BEHAVIOUR AND RELATIONSHIP MARKETING

CHANGING PERCEPTIONS AND CHANGING BEHAVIOR IN CUSTOMER RELATIONSHIPS

Senin, 02 Mei 2011

The Antecedents and Consequences of Service Customer Citizenship and Badness Behavior

Consumer Behaviour and Satisfaction