The purpose of this paper is to provide a better understanding of how the internet is used as a strategic tool in electronic customer relationship management (e‐CRM) in the football sector. In particular, the research questions this paper addresses are: How can the online environment be described? How are the customers served in this online environment? The first research question provides an overview of the online environment and the second research question describes the services offered in this online environment.
The qualitative research is the appropriate approach, in order to collect the required data, as the particular research characterizes a complete and comprehensive view and understanding of a phenomenon in its entity. The research is based on the use of double case study approach combining two data collection methods, participant observation and documentation. This particular research adopts the approach of participant observation and documentation. Primary data are collected through an observation checklist, with the help of browse target web sites related to the study. In order to get additional information about the clubs' specific data, the paper used e‐mails. Secondary data were collected through documents from different sources to verify the collected data. In documentation are used official publications, newspapers, journals, and brochures.
The study indicates that the design of a web site needs to be viewed primarily as a business task, which is consistent with previous research, not a technical task. The web site design needs to be appropriate to the needs of the club and should focus supporting business goals. Managers need to increase web site self‐problem solving functions. It helps to decrease customer's interactivity with company's representatives. The contents match with the theory mostly. They are match efficient in providing online services but they still need to provide complete shipping information. This study contributes to previous theory since it has investigated the use of the internet in customer relationship management (CRM). However, due to the lack of research concerning the e‐CRM in the football sector this study needs further consideration by collecting data through interviews with CRM managers and fans. Finally, the same study can be conducted on a larger sample of web sites.
CRM and internet as strategic tools in the football sector is a new research area and not covered adequately in recent and past publications in recognized international journals.
]]>Digital technology is increasingly important for businesses as it has the capability to enable, support and sometimes influence the overall strategic direction of the corporation. This paper investigates business‐to‐business (b2b) inter‐organisational digitalisation strategies in one of Denmark's biggest companies with an annual turnover of €3 billion and over 30,000 employees. This paper specifically seeks to understand to what extent the widely used strategic continuum (planning – incremental) is sufficient to understand the process of creating inter‐organisational digitalisation strategies in the case.
This paper utilises degree of freedom analysis (DFA). DFA is in essence a “pattern‐matching” between theoretical propositions and observations in a set of data. Inline with the DFA tradition in‐depth interviews were conducted and finally the results and interpretations are returned to the respondents for final feedback.
This paper concludes that a strategic continuum spanning planning to interaction, where the incremental approach is in the middle is more powerful as an analytical tool in relation to the specific case. The case further illustrated that the actors in the empiric context utilising the digital technology successfully mostly organised their strategic work as described in the interaction approach to digitalisation strategy.
The study demonstrates a pragmatic route to deepening digitalisation success in a large firm with considerable e‐business investments.
Documenting the need for new thinking and theorising in the area of digitalisation strategy. This paper opens the organisational black box relating to how strategy actually is performed and, thus, helps to develop a more holistic understanding of how strategies are developed and implemented. Finally, this is one of the few studies utilising DFA to understand digitalisation strategy.
]]>The purpose of this paper is to examine the effect of personality factors on consumers' attitudes toward counterfeits and their willingness to knowingly purchase counterfeit luxury brands. Product performance and useful life are included to investigate their influence on consumers' willingness to purchase counterfeit luxury brands.
A self‐administered questionnaire is designed using established scales. Data are collected using a convenience sampling method from a large Australian university. Regression analyses are conducted using Statistical Package for the Social Sciences (SPSS).
Integrity is found to be the only factor influencing attitudes toward counterfeits. The useful life of a counterfeit luxury brand showed significant influence on consumers' willingness to purchase. Attitudinal factors and personality factors do not influence consumers' willingness to purchase counterfeit luxury brands.
The findings are limited to an Australian context. Mall intercept method can be implemented for future studies. The paper has only examined a high involvement luxury brand. Other product categories or low involvement products can be further investigated.
It is recommended for government to implement educational programs that are not only limited to schools, but also to multinational companies and domestic businesses. Luxury brand owners are also encouraged to distinguish their products through emphasis on product attributes, such as their product's useful life.
A specific high‐involvement luxury brand is studied as opposed to previous studies only examining counterfeit luxury brands as a whole. Furthermore, this paper has also examined both personality factors and product attributes.
]]>The purpose of this paper is to examine how offline brand trust moderates: the relationship between consumers' general attitude toward the internet and their perceptions of the quality of a retailer's web site and the relationship between their perceived web site quality and intention to shop from the web site.
Two hundred young female consumers participate in the study. Each selected one of three pre‐determined apparel retailer brands that she has either had experience with or are familiar with. Participants are then asked to keep their selected retailer in mind when completing an online questionnaire. They are also asked to browse the retailer's web site in search of a shirt or blouse. Factor and multiple‐regression analyses are conducted to test hypotheses.
Offline brand trust exerted a significant moderating effect in the relationship between the efficiency factor of attitude toward the internet and the usability and information quality factor of web site quality. Offline brand trust also played a moderating role in the relationship between the interactivity factor of web site quality and online shopping intention. Implications for multi‐channel apparel retailers are discussed.
While a great deal of research has been conducted to study brand trust, most has focused on product brands not on retail brands. Furthermore, none of the studies on brand trust has questioned nor investigated the moderating role of retail brand trust in the relationship between consumer characteristics and their attitudes and behaviors toward the company's new business format. This paper seeks to contribute to the extant literature on brand trust and multi‐channel retailing by exploring the role of offline brand trust in shopping at a multi‐channel retailer's web site.
]]>Increasing availability of data obtained via the internet and the proliferation of direct mail advertising provides tremendous opportunities for marketers to reach their customers. However, increased risks to the personal privacy of consumers, and attention in the media to these risks, provide unique challenges. Companies and especially direct marketers are finding that they need to change their tactics to deal with the increase in consumer concerns and privacy‐protecting behaviors. This paper aims to address these issues.
Using the results of a multinational privacy survey, the paper examines consumer privacy concerns and privacy‐protecting behaviors in the USA and Canada. It uses factor analysis and multiple regression techniques to analyze the data.
While consumer concerns about privacy are essentially the same between the two countries, the privacy‐protecting behaviors differed significantly. The paper also suggests that demographic variables influence a consumer's level of concern and likelihood to take privacy‐protecting behaviors.
The behaviors in the paper are self‐reported and therefore potentially subject to self‐desirability bias. Also, missing data limited the ability to test for the impact of income.
The paper provides recommendations for marketers to address customer concerns and behaviors such as providing greater transparency and use of privacy seals.
International companies face even greater challenges with regard to privacy issues and related customer behaviors due to cultural and governmental policy differences. This paper provides some guidelines for companies that need to provide privacy protection to customers from a variety of cultures.
]]>Although consumer sophistication and empowerment is on the rise as a result of the digital revolution, there is insufficient academic exploration with the aim of understanding how this empowerment functions on the internet. Therefore, the purpose of this paper is to fill this gap by proposing a new conceptual model in light of available literature.
The paper employs a deep and broad literature review and discussion regarding possible consumer power sources on the internet to develop the proposed conceptual model, which is defined as consumer empowerment model (CEM). The components of the model are discussed in detail to reveal possible links, consumer empowerment actualization, and impacts on consumer markets on the internet.
The components of CEM are structured in light of the theory of reasoned action's main proposals as follows: “Perceived consumer power,” “Perceived consumer trust,” “Attitudinal consumer power” and finally “Behavioral consumer power.” Each component is discussed in terms of its possible contributions to the model in order to illustrate how this new form of consumer power actually works. The possible implications of consumer empowerment are also discussed in light of the newly proposed model.
There is no paper discussing how consumer power actualization works and thus how consumer power revolutionizes today's cyberspaces. In this context, the study is the first of its kind.
]]>The purpose of this paper is to compare the efficiency of bancassurance, an indirect marketing channel formed through the creation of subsidiaries, with an insurer's own team, a direct marketing channel, in the Taiwan insurance sector.
This paper uses the Charnes, Cooper, and Rhodes (CCR) model to measure the decision‐making units' (DMU) operating efficiency.
The three major findings are: the efficiency score of a direct marketing channel is significantly higher than that of a comparable indirect marketing channel. The efficiency relationship between the indirect marketing channel and the direct marketing channel is independent. A marketing efficiency evaluation, when divided into different marketing channels for evaluation, provides meaningful results for marketing decision‐makers.
By comparing the efficiency between two different insurance marketing channels, managers in life insurance companies can make a more informed choice.
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