9 research outputs found
Advancing the COO Construct From an Affective Dimension : The Application of Projective Technique
No full textMaster thesis, Master's degree program Marketing, Economic School Linnaeus University, Växjö Sweden, Spring semester 2015. Author: Andersson Anthon, Guntell Robin Tutor: Soniya Billore Examiner: Anders Pehrsson Title: Advancing the COO Construct From an Affective Dimension: The Application of Projective Technique Purpose: The purpose in this article is to break from traditional research and its accompanying cognitive research methods in order to advance the COO field from a more accurate perspective that also involves an affective dimension as well. Design/methodology/approach: Drawing from prior research in the COO field, the methodology accounted for assumptions that were tested in collage technique and ad copy technique. Findings: The results shows that some people only seems to be susceptible to COO influence when communicating emotional CSAs nonverbally, whilst some people only reveal rational CSAs when being cognitively asked about COO influence in a directed manner. As a result, the present findings might suggest that prior research in the academic field might suffer from bias. Practical implications: In the light of COO, managers should bear in mind that some people cannot be targeted with solely rely on a cognitive marketing communication strategy. More specifically, the ad copy technique provides guidelines for appropriate design of advertisements when one consider to serving the brand’s origin as salient cue in consumers’ minds. Originality/value: Advancing the COO construct with using collage technique, this study is to the best our knowledge the second to account for an affective dimension as well.
Advancing the COO Construct From an Affective Dimension : The Application of Projective Technique
No full textMaster thesis, Master's degree program Marketing, Economic School Linnaeus University, Växjö Sweden, Spring semester 2015. Author: Andersson Anthon, Guntell Robin Tutor: Soniya Billore Examiner: Anders Pehrsson Title: Advancing the COO Construct From an Affective Dimension: The Application of Projective Technique Purpose: The purpose in this article is to break from traditional research and its accompanying cognitive research methods in order to advance the COO field from a more accurate perspective that also involves an affective dimension as well. Design/methodology/approach: Drawing from prior research in the COO field, the methodology accounted for assumptions that were tested in collage technique and ad copy technique. Findings: The results shows that some people only seems to be susceptible to COO influence when communicating emotional CSAs nonverbally, whilst some people only reveal rational CSAs when being cognitively asked about COO influence in a directed manner. As a result, the present findings might suggest that prior research in the academic field might suffer from bias. Practical implications: In the light of COO, managers should bear in mind that some people cannot be targeted with solely rely on a cognitive marketing communication strategy. More specifically, the ad copy technique provides guidelines for appropriate design of advertisements when one consider to serving the brand’s origin as salient cue in consumers’ minds. Originality/value: Advancing the COO construct with using collage technique, this study is to the best our knowledge the second to account for an affective dimension as well.
How do sensory cues and trust affect the customer experience? : A study on the relationships between sensory cues, trust and experience in the Swedish nightclub industry
No full textTitle How do sensory cues and trust affect the customer experience?, A study on the relationships between sensory cues, trust and experience in the Swedish nightclub industry Author Miralem Hasanovic Tutor Soniya Billore Examiner Sarah Philipson Course Marketing Master Programme, Advanced, Spring 2013, Master thesis, 30 ETCS Keywords Experience, Trust, Sensory Marketing, Sensory Cues in Offering Experiences, Nightclubs, Five Senses, Swedish restaurant industry. Purpose Purpose is to investigate the relationships between sensory marketing, trust and experience in nightclubs. Theory Sensory cues in offering experiences, Trust, Experiences. Method Mixed method approach/ Sequenced method 14 observations 7 interviews with companies 102 answers in a survey Findings Visual cues affect the experience mostly positive. Audio cues affect the experience both positive and negative, depending on other aspects as the possibility to escape the loud sound. Touch cues affect the experience mostly negative, which is possible to alter through interior and design. Scent cues are not affecting the industry as for the moment and there is a big gap to fill in here for the industry. Taste cues seem not to matter as much as the other cues. Trust is inflicting experience through expectation and fulfillment of promise. There is a weak (or least enough) correlation of trust and positive experience in nightclubs. Violence does not affect trust considerably towards a nightclu
How do sensory cues and trust affect the customer experience? : A study on the relationships between sensory cues, trust and experience in the Swedish nightclub industry
No full textTitle How do sensory cues and trust affect the customer experience?, A study on the relationships between sensory cues, trust and experience in the Swedish nightclub industry Author Miralem Hasanovic Tutor Soniya Billore Examiner Sarah Philipson Course Marketing Master Programme, Advanced, Spring 2013, Master thesis, 30 ETCS Keywords Experience, Trust, Sensory Marketing, Sensory Cues in Offering Experiences, Nightclubs, Five Senses, Swedish restaurant industry. Purpose Purpose is to investigate the relationships between sensory marketing, trust and experience in nightclubs. Theory Sensory cues in offering experiences, Trust, Experiences. Method Mixed method approach/ Sequenced method 14 observations 7 interviews with companies 102 answers in a survey Findings Visual cues affect the experience mostly positive. Audio cues affect the experience both positive and negative, depending on other aspects as the possibility to escape the loud sound. Touch cues affect the experience mostly negative, which is possible to alter through interior and design. Scent cues are not affecting the industry as for the moment and there is a big gap to fill in here for the industry. Taste cues seem not to matter as much as the other cues. Trust is inflicting experience through expectation and fulfillment of promise. There is a weak (or least enough) correlation of trust and positive experience in nightclubs. Violence does not affect trust considerably towards a nightclu
Proactive & Reactive Customer Integration during New Service Development Process : A Qualitative Case Study of the Service Industry (TSP’s) in the Småland Region of Sweden
No full textTitle Proactive and Reactive Customer Integration during New Service Development Process: A qualitative case study of the service industry (TSP’s) in the Småland Region of Sweden. Author Mbachu, Chijioke Innocent Tutor Soniya Billore PhD. Examiner Rana Mostaghel PhD. Course Marketing Bachelor Programme Final Thesis, 30ECTS, Spring Semester 2013, School of Business and Economics, Linnaeus University, Sweden. Keywords New Service Development (NSD), New Product Development (NPD), Tangible Service Provider (TSP), Product-Based Service (PBS), Innovation, Integration, Interaction, Proactive, Reactive, Småland (located in the southern region of Sweden). Purpose This research is aimed to examine the proactive and reactive activities that service firms undertake to integrate customers during process of NSD. Method * Qualitative Research Technique * Deductive and Descriptive Study * Multiple Case Sampling * Semi-Structure In-depth Interviews * Cases (Four International product-based service companies) located in the Småland region of Sweden. Findings * Successful proactive orientation through the means of vigorous communications and feedbacks exchanges with key customers during NSD enables positive thinking and empowers companies to integrate customers’ thoughts during early stages of service development. * Not only by a company demonstrating a reactive orientation in identifying customers’ needs leads to new service ideas, but more significantly is that the approach of company reactiveness to customers can also lead to proactiveness. * Longitudinal studies such as monitoring the market effect of services in existence, feedback methods, documentation in the form of taking customers statistics, the use of the company’s marketers were the key tools that companies use in identifying when to act proactively or reactively towards fulfilling customers’ needs and integrating customers in various stages. * A successful customer orientation of a company can be achieved by doing things not exactly as expressed by customers, but by doing things differently bearing in mind what customers stated and also coming up with new services that offers greater expansions which surpasses current customers’ expectations. * Integrating customers’ thoughts in implementation process helps both the company-customers see similar things and support the possibility of moving towards the same direction.Bachelor Thesi
Proactive & Reactive Customer Integration during New Service Development Process : A Qualitative Case Study of the Service Industry (TSP’s) in the Småland Region of Sweden
No full textTitle Proactive and Reactive Customer Integration during New Service Development Process: A qualitative case study of the service industry (TSP’s) in the Småland Region of Sweden. Author Mbachu, Chijioke Innocent Tutor Soniya Billore PhD. Examiner Rana Mostaghel PhD. Course Marketing Bachelor Programme Final Thesis, 30ECTS, Spring Semester 2013, School of Business and Economics, Linnaeus University, Sweden. Keywords New Service Development (NSD), New Product Development (NPD), Tangible Service Provider (TSP), Product-Based Service (PBS), Innovation, Integration, Interaction, Proactive, Reactive, Småland (located in the southern region of Sweden). Purpose This research is aimed to examine the proactive and reactive activities that service firms undertake to integrate customers during process of NSD. Method * Qualitative Research Technique * Deductive and Descriptive Study * Multiple Case Sampling * Semi-Structure In-depth Interviews * Cases (Four International product-based service companies) located in the Småland region of Sweden. Findings * Successful proactive orientation through the means of vigorous communications and feedbacks exchanges with key customers during NSD enables positive thinking and empowers companies to integrate customers’ thoughts during early stages of service development. * Not only by a company demonstrating a reactive orientation in identifying customers’ needs leads to new service ideas, but more significantly is that the approach of company reactiveness to customers can also lead to proactiveness. * Longitudinal studies such as monitoring the market effect of services in existence, feedback methods, documentation in the form of taking customers statistics, the use of the company’s marketers were the key tools that companies use in identifying when to act proactively or reactively towards fulfilling customers’ needs and integrating customers in various stages. * A successful customer orientation of a company can be achieved by doing things not exactly as expressed by customers, but by doing things differently bearing in mind what customers stated and also coming up with new services that offers greater expansions which surpasses current customers’ expectations. * Integrating customers’ thoughts in implementation process helps both the company-customers see similar things and support the possibility of moving towards the same direction.Bachelor Thesi
Social media influence : Qualitative study of Colombian consumer attitude toward social media and its influence
No full textMaster Thesis, Master of Science in Innovation through Business, Engineering and Design with specialisation in Business Administration Field of research: Business Administration, School of Business & Economics University: Linnaeus University, Växjö, Sweden. Course code:5FE07E Semester: Spring 2017 Author: Juan Sebastian Duque L. Examiner: Saara Taalas Tutor: Soniya Billore Title: Social media influence Subtitle: Qualitative study of Colombian consumer attitude toward social media and its influence Background: The reason for conducting this master thesis in the field of Colombian consumer perspective and the influences on social media, was due to the realisation that there was a need for an increased understanding of the influences that social media is making on Colombian consumer. Besides, the main question is why Colombia? This country is a developing country that its level of growth in multiple sectors is remarkable. It is a market that is attracting multinational companies and expanding with prestigious national brands. The furniture industry is one of the most competitive businesses in this country, therefore using every single resource to acquire customers is a relevant aspect to take into consideration. However, the digital marketing and e- commerce are just emerging. Therefore, there is a need to understand how the Colombian consumer perceives and is influenced by the social media. Also, as Colombia is ranked number 15 with the most daily active users worldwide, meaning that the digital market on social media has a high potential. Colombian consumers are different than European consumer regarding online and social media purchase. Therefore, it is important to understand their attitudes and cognition about this subject. Research question: Q1: How do Colombian consumers perceive the purchase of furniture products through social media? Q2: In which way social media influence Colombian consumer’s attitudes toward purchasing furniture? Purpose: Identify what is the Colombian consumer’s attitude and perception toward purchase furniture through social media. Also, recognising how does social media influence Colombian consumer attitudes toward buying furniture. Method: The research design was qualitative and abductive manner. The empirical data was collected through Semi-structure interviews. It was essential for this study to settle in the ontological part as consumers’ behaviour was examined. Conclusion: This research found that Colombian consumers have a negative attitude towards social media. Nevertheless, this first attitude tends to change when it comes to the influences that social media have in their final decision making when purchasing furniture. Also, the Colombian consumer is seeking for information on social media for every purchase they make. Reviews are a key aspect that they take into consideration when purchasing an item of furniture. These reviews have the power to influences their perception of products and their final decision either to positive or negative.
Social media influence : Qualitative study of Colombian consumer attitude toward social media and its influence
No full textMaster Thesis, Master of Science in Innovation through Business, Engineering and Design with specialisation in Business Administration Field of research: Business Administration, School of Business & Economics University: Linnaeus University, Växjö, Sweden. Course code:5FE07E Semester: Spring 2017 Author: Juan Sebastian Duque L. Examiner: Saara Taalas Tutor: Soniya Billore Title: Social media influence Subtitle: Qualitative study of Colombian consumer attitude toward social media and its influence Background: The reason for conducting this master thesis in the field of Colombian consumer perspective and the influences on social media, was due to the realisation that there was a need for an increased understanding of the influences that social media is making on Colombian consumer. Besides, the main question is why Colombia? This country is a developing country that its level of growth in multiple sectors is remarkable. It is a market that is attracting multinational companies and expanding with prestigious national brands. The furniture industry is one of the most competitive businesses in this country, therefore using every single resource to acquire customers is a relevant aspect to take into consideration. However, the digital marketing and e- commerce are just emerging. Therefore, there is a need to understand how the Colombian consumer perceives and is influenced by the social media. Also, as Colombia is ranked number 15 with the most daily active users worldwide, meaning that the digital market on social media has a high potential. Colombian consumers are different than European consumer regarding online and social media purchase. Therefore, it is important to understand their attitudes and cognition about this subject. Research question: Q1: How do Colombian consumers perceive the purchase of furniture products through social media? Q2: In which way social media influence Colombian consumer’s attitudes toward purchasing furniture? Purpose: Identify what is the Colombian consumer’s attitude and perception toward purchase furniture through social media. Also, recognising how does social media influence Colombian consumer attitudes toward buying furniture. Method: The research design was qualitative and abductive manner. The empirical data was collected through Semi-structure interviews. It was essential for this study to settle in the ontological part as consumers’ behaviour was examined. Conclusion: This research found that Colombian consumers have a negative attitude towards social media. Nevertheless, this first attitude tends to change when it comes to the influences that social media have in their final decision making when purchasing furniture. Also, the Colombian consumer is seeking for information on social media for every purchase they make. Reviews are a key aspect that they take into consideration when purchasing an item of furniture. These reviews have the power to influences their perception of products and their final decision either to positive or negative.
