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Co-creation in the experience industry: an impact on customer satisfaction and loyalty
P. 133-141.
Korelina A.
This paper proposes a plan of an empirical study of the co-creation experience and its impact on customer satisfaction and loyalty in the experience industry in the emerging market. The research will investigate new ways to involve a consumer directly in the value chain development, as well as different tools to improve customer satisfaction and loyalty. This study is important because the existing models and concepts in marketing, in particular the concept of co-creation, can be tested in the emerging markets in order to push the boundaries of the existing theory.
In book
М. : Издательский дом НИУ ВШЭ, 2015
Olga Oyner, Antonina Korelina, Worldwide Hospitality and Tourism Themes 2016 Vol. 8 No. 3 P. 327-345
Purpose
This paper aims to define relevant forms of co-creation activities and customer engagement in value co-creation geared toward increasing customer satisfaction and loyalty in the Russian hotel industry.
Design/methodology/approach
Secondary data analysis of hotels’ websites, annual reports and published interviews was conducted to investigate how hotels co-create the experience environment. Also, content analysis of tourist ...
Added: September 20, 2016
Корелина А. С., Oyner O. K., Известия Санкт-Петербургского государственного экономического университета 2015 № 6 (96) С. 84-91
Currently, the concept of consumer engagement in value co-creation (CEVCC) has been widely covered in the marketing literature. The attention to this topic is caused by business needs to find new ways of value creation and its offering to customers. In this paper, we investigate CEVCC in the hotel industry in Moscow. Based on this ...
Added: November 16, 2015
Корелина А. С., В кн. : Туризм в странах с переходной экономикой – проблемы, перспективы, конкурентоспособность дестинации: Материалы международной научно-практической конференции в рамках проекта NEUTOR. : Сочи : РИЦ ФГБОУ ВПО "СГУ", 2015. С. 143-148.
The article presents the results of a study of the relationship between customer engagement in the value co-creation and customer satisfaction in the hotel industry. Сontent analysis of tourist comments in social media related to hotels in Moscow was conducted. ...
Added: June 11, 2015
Корелина А. С., Микроэкономика 2015 № 6 С. 64-71
The article presents the results of a content analysis of customers’ satisfaction by quality of services of hotels and hostels in Moscow. The clients’ opinions left on the specialized tourist websites, collectors of consumers’ opinions, formed research base for this content analysis. The author has constructed the multiple regression equation, which characterizes the cumulative influence ...
Added: January 25, 2016
Oyner O. K., Пантелеева Е. К., В кн. : Современные потребительские тренды и удовлетворенность потребителя. Т. 1.: М. : ИНФРА-М, 2013. Гл. 1. С. 7-49.
Представлены современные теоретические подходы к понятию удовлетренности и связанных с ним категорий - лояльности, клиентоориентированности, клиентских активов. В главе рассматривается влияние удовлетренности на поведение клиентов и через это поведение - на финансовые результаты бизнеса. ...
Added: March 22, 2014
Predvoditeleva M., Kazakov S. P., Маркетинг в России и за рубежом 2016 № 6 С. 75-85
The most recent social, economic and political events affected the Russian tourism industry significantly. One of the key problems is the customers’ choice between individual trips and trips organized by travel companies, including so called package tours. Services forming the service package determine the customer’s overall satisfaction with the tour package. This paper examines the ...
Added: November 15, 2016
Корелина А. С., Маркетинг и маркетинговые исследования 2015 № 2 (116) С. 142-155
The article presents the results of a study of customer satisfaction in the hotel industry in Russia. Based on this research the most important factors of customer satisfaction were determined and a conceptual model describing the relationship between the customer satisfaction and company financial results in the hotel industry was developed. ...
Added: June 11, 2015
Корелина А. С., Oyner O. K., Менеджмент в России и за рубежом 2015 № 4 С. 75-82
The article presents the results of a study of the relationship between customer satisfaction and loyalty in the hotel industry. This relationship is considered through a prism of key behavioral characteristics of clients (willingness to recommend/willingness to return). Based on this research the customer loyalty coefficient was calculated. The data collection method that was used ...
Added: September 15, 2015
Shuvaeva E. I., Практический маркетинг 2013 № 8(198) С. 28-33
Nowadays we can see growth of interest to charity from authority and community. An article considers factors which have influence on volunteering as type of charity activity. As an approach author suggest regarding volunteers’ behavior as co-creation marketing ...
Added: November 21, 2015
Panteleeva E., В кн. : Удовлетворенность потребителя. Эмпирические исследования и практика измерения. : М. : ИНФРА-М, 2013. Гл. 2.6. С. 195-217.
Со сменой собственника в страховой компании начались кардинальные изменения, в которых ключевая роль отводилась блоку Маркетинг-менеджмент. В компании стартовало множество маркетинговых проектов, направленных на мониторинг удовлетворенности и лояльности клиентов, контроль качества оказания услуг и качества бизнес-процессов.
В главе рассмотрен системный подход Компании к реализации клиентоориентированного подхода с акцентом на практику проведения мониторинга удовлетворенности и лояльности клиентов ...
Added: March 24, 2014
Oyner O. K., Lipsits I. V., Panteleeva E. et al., М. : ИНФРА-М, 2020
Customer centricity is one of the most discussed marketing concepts nowadays. The monograph focuses on a wide range of issues: from cultural and consumer trends, evolution of the concept of customer orientation to methods of assessment of customer centricity, customer retention technologies, and role of personnel in building a customer-cenric company.
The monograph is intended for ...
Added: October 30, 2019
Корелина А. С., Маркетинг и маркетинговые исследования 2014 № 5(113) С. 392-403
The article presents the results of the study of consumer behavior of tourists, visiting Krasnodar region, and the analysis of companies in Russian online booking market. On the basis of these results key factors of consumers' retention in online booking market are identified and a model of travel informational portal operation is developed. ...
Added: November 10, 2014
Oyner O. K., Panteleeva E., В кн. : Современные потребительские тренды и удовлетворенность потребителя. Т. 1.: М. : ИНФРА-М, 2013. Гл. 1. С. 10-48.
В условиях быстрых изменений внешней среды и постоянного усиления конкуренции выход на новые рынки и привлечение новых клиентов становится для компаний все более сложной задачей. Поэтому ключевым фактором успешности современного бизнеса становится обладание портфелем долгосрочных взаимоотношений со всеми группами стейкхолдеров, основным из которых является клиент. Клиенты являются источником жизненной силы любой компании, поскольку именно их ...
Added: March 24, 2014
Panteleeva E., В кн. : Удовлетворенность потребителя. Эмпирические исследования и практика измерения. : М. : ИНФРА-М, 2013. Гл. 2.2. С. 140-154.
Рассмотрен пример построения клиентоцентричного машиностроительного бизнеса, в которой значительное место отведено практике измерения удовлетворенности и лояльности клиентов Компании ...
Added: March 24, 2014
Berezka S., Государственное управление. Электронный вестник 2018 № 66 С. 144-159
The article is devoted to developing customer value proposition of a trade company in grocery and FMCG retail. The main focus is on the value proposition components and the retailer’s product architecture. An approach retailer’s value proposition is a shopping infrastructure, containing three product levels: assortment and on-shelf availability (core product), store facilities (expected product), ...
Added: October 16, 2019
Носикова О. О., Практический маркетинг 2010 № 6 С. 18-23
In this article comparative analysis of two methodologies of client satisfaction evaluation - CSI and NPS - is given. Based on this analysis it is proved that in case of tuning of NPS up to Russian specifics it better fits authors criteria for services industry. Necessity for testing of western NPS methodology before its mass ...
Added: October 11, 2012
Kazakov S. P., Маркетинг и маркетинговые исследования 2015 Т. 119 № 5 С. 384-395
This paper examines the level of Russian tourists satisfaction for the hotel services located in resorts of Spain. In this study the classification of Russian tourists was completed based on the factors of satisfaction importance. The results of the study can be useful for Russian resort hotels owners and managers, to control the quality of ...
Added: September 9, 2015
Rudchenko V., Вестник Национальной академии туризма 2016 № 2(38) С. 49-54
Questioning guests to be an integral procedure of any facility in the hotel sector, so it can be considered as an important tool to collect a feedback from customers. While there are many different alternatives of obtaining information from the client, questionnaire is the most frequently used among all existing methods. However, the literature analysis ...
Added: February 26, 2017
М. : ИНФРА-М, 2013
В современной экономике основой успеха бизнеса становится умение получать достоверные оценки удовлетворенности потребителей и на этом основании оперативно находить компромисс между этой удовлетворенностью и доходностью инвестиций в бизнес. Монография посвящена эмпирическим исследованиям удовлетворенности потребителей и практике ее измерения в различных секторах экономики и отдельных компаниях.Книга подготовлена коллективом кафедры маркетинга фирмы Национального исследовательского университета "Высшая школа ...
Added: September 13, 2013
Oyner O. K., В кн. : Современные потребительские тренды и удовлетворенность потребителя. Т. 1.: М. : ИНФРА-М, 2013.
В главе дается постановка задачи измерения удовлетренности клиентов и описывается один из наиболее распростанеенных методов - бальная оценка удеовлетренности. ...
Added: March 22, 2014
Panteleeva E., В кн. : Клиентоориентированность: исследования, стратегии, технологии : монография. : М. : ИНФРА-М, 2020. Гл. 7. С. 158-180.
Customer centricity is one of the most discussed marketing concepts nowadays. The monograph focuses on a wide range of issues: from cultural and consumer trends, evolution of the concept of customer orientation to methods of assessment of customer centricity, customer retention technologies, and role of personnel in building a customer-cenric company.
The monograph is intended for ...
Added: October 30, 2019
Klimanov D., Frolkina E., Trziste 2015 Vol. 27 No. 1 P. 75-92
As customer relationship management process plays increasingly important role in business success, many authors attempt to evaluate the impact of various CRM process components on quality of company interaction with the customers and, ultimately, on company performance. This paper explores the impact of CRM system on quality of customer understanding by the company. This understanding ...
Added: June 7, 2015
Барышников Г. Р., В кн. : Современный менеджмент: вопросы теории и практики. Сборник статей аспирантов и студентов. Вып. 5.: М. : Издательский дом НИУ ВШЭ, 2012. С. 165-173.
В последнее время все большей популярностью в работе по подготовке проектов новых продуктов пользуется подход маркетинга совместного создания ценности (ССЦ),использование которого позволяет повысить уровень удовлетворенности потребителей, а следовательно, эффективность процессов внедрения на рынок. Данная область, сформированная преимущественно на практике, относительно новая. Маркетинг ССЦ еще не успел создать необходимую базу, позволяющую алгоритмизировать «до автоматизма» работу по ...
Added: February 5, 2013
Isopeskul O., Дроздова В. А., Ars Administrandi 2015 № 4 С. 68-81
The article analyzes the potential correlation between level coherence of organizational culture of the enterprise, which implies the identity of perception and interpretation of the organizational reality by representatives of different hierarchical levels, and the degree of enterprise's customers satisfaction as a derivative of the content of its cultural context. ...
Added: February 5, 2016