1,720,961 research outputs found
Strategie di marketing communication per e-bike premium Made in Italy: Italmoto e le sfide della mobilità alternativa
No full textWhen service customers do not consume in isolation: a typology of customer copresence influence modes (CCIMs)
No full textIn many service contexts, customers share the service setting with other customers. However, knowledge about the influences of fellow customers’ copresence remains largely fragmented. We address this deficiency by introducing the integrative concept of customer copresence influence modes (CCIMs) and investigate its potential consequences for service perceptions and evaluations. Following a grounded theory approach and drawing on in-depth, qualitative interviews with both managers and customers of a leading service company, we develop a typology of CCIMs, categorizing the various ways—interactions (reactive/proactive; social/instrumental), observations (information-seeking/comparative), and spillovers (spatial/behavioral)—in which fellow customers might influence the focal customer. Building on this typology we propose a conceptual framework with a set of testable propositions about consequences of CCIMs for the focal customer’s service experience and the service provider’s image. The CCIM typology and propositional inventory, in addition to offering directions for further research, emphasize the need for service managers to pay special attention to customer copresence because (1) its influence on service experience is contingent on a variety of factors, including some within the managers’ control, and (2) customers might assign responsibility to the service provider for both desirable and detrimental effects of customer copresence
Two faces of the same coin: how the interplay between organizational and territorial culture builds the concept of service culture
No full textThe purpose of this paper is to investigate the interplay of organizational and territorial culture, considering the two constructs together, and understanding how they shape different typologies of service culture. A theory building logic is followed and a grounded theory approach based on qualitative inquiry is adopted, drawing from in-depth interviews and using case vignettes to identify different service culture typologies. Findings show that a firm’s organizational culture leverages on the territorial culture of origin (of the company itself) and of destination (where the company is going to provide its services) in three different ways, which represent different typologies of service culture: a roots-based, an integrative and an adaptive service culture. Results are also relevant for service managers, for better understanding and formalizing their own service culture, and to develop future strategies, for entering new countries or approaching different cultural context
Innovating Luxury Service Experiences Through E-Servicescapes
No full textThe digital customer experience is a top priority and major challenge for luxury service companies, who have to connect with their target customers yet strive to remain exclusive and to innovate their core offers while preserving their heritage. After a brief review of the literature on customer experience and virtual environments in luxury service contexts, this chapter focuses on e-servicescapes as a means for innovation and improvement in delivering omnichannel experiences for luxury customers. Adopting Bitner's typology of servicescapes, this chapter is based on a three case vignettes analysis that highlights how luxury service providers can use e-servicescapes to enrich their physical service experiences. Three e-servicescape strategies are identified—integration, amplification, and substitution—that ultimately support companies in renewing and improving their overall luxury propositions
A superhero in your pocket: the phenomenon of super apps from a technocultural perspective
No full textLa mobilità urbana nella prospettiva della Generazione Z
No full textQuesto articolo esplora le preferenze e i comportamenti attuali e futuri della Generazione Z, conosciuta anche come Gen Z, in materia di mobilità urbana, nel contesto dello sviluppo di città intelligenti e sostenibili. Utilizzando un approccio misto ( mixed methods approach ), lo studio identifica in particolare quattro gruppi di utenti della Gen Z e le rispettive preferenze di mobilità. Si forniscono inoltre spunti di riflessione per le aziende di mobilità urbana, evidenziano sfide e opportunità, e la necessità di soluzioni personalizzate e iniziative educative rivolte ai giovani consumatori urbani
Dieci aree di azione per ridisegnare la funzione vendite
No full textL’era del Covid-19 ha imposto alle organizzazioni di vendita profonde trasformazioni e, in primis , di rispondere all’interrogativo di come gestire la ripresa nel new normal . Una ricerca del Commercial Excellence Lab di SDA Bocconi ha identificato le dieci aree di azione per le organizzazioni commerciali nel futuro post-pandemico: ridisegno dei processi, approccio data driven, nuove segmentazioni dei clienti, ridefinizione di ruoli e strutture, vendita esperienziale, sviluppo omnicanale, approccio sperimentale, revisione competenze, sistemi di incentivazione, valutazione performance. In riferimento alle prime otto aree di azione, le linee guida strategiche e le pratiche manageriali sono decisamente convergenti fra aziende di settori diversi, e configurano quindi tendenze chiare per il new normal nel commerciale. Le aziende sembrano invece ancora alla ricerca di risposte adeguate relativamente a se e come modificare in futuro i sistemi di incentivazione e i processi e i metodi di valutazione della performance dei venditori
Innovating services through experiences: an investigation of servicescape’s pivotal role
No full textCustomer experience has become one of the greatest challenges for companies: this tendency is also present in services, where innovation is often a way to impact customer experiences. After a brief review of the literature on service innovation and on customer experience with regard to studies on the services, this paper focuses on the servicescape as a platform able to support activities and interactions with customers and analyses the role that innovative servicescapes can play on customer experience. Based on a three case vignettes analysis, the paper identifies three main findings. The first is related to the dynamic nature of service experience and consequently to the need for a continuous improvement of servicescapes by understanding the evolving customer needs. The second is linked to the “container” in which the service experience takes place – the servicescape – that is becoming “content” itself. The third concerns the role of technology, with respect both to service providers and service customers
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