Exploratory Study Between Perceived Congruence and Satisfaction in a Multi-Channel Context PhD Candidate: Lingyi WU Professor: Pr. Marie-Laure GAVARD-PERRET.

Slides:

Advertisements

Similar presentations

3.02 Position products/services to acquire desired business image.

Advertisements

E-Marketing Chapter 8, p Trine & Maiken

A Cost-Based Comparison of Traditional vs. Online Stores Characteristics of Electronic Markets.

Satisfaction with the local grocery store mix: A consumer perspective

Chapter 12: Impact of CRM on Marketing Channels

Chapter 9: Branding and the Marketing program. Contents Branding and Product strategy Branding and Pricing strategy Branding and Distribution strategy.

ENTREPRENEURSHIP I.  A competitive advantage is an advantage over competitors’ gained by offering consumers greater value, either by means of lower prices.

Learning Objectives What are the issues manufacturers consider when choosing retail partners? What types of retailers are available for distributing.

INTRODUCTION TO RETAIL PRODUCT MANAGEMENT: SCOPE AND CONCEPTS

Amelia Asperin, Ph.D. - North Dakota State University WooMi Jo Phillips, Ph.D. - North Dakota State University Kara Wolfe, Ph.D.- Bradley University EXPLORING.

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 6–16–1 Chapter 6 Outlet Selection and Purchase.

OUTLET SELECTION AND PURCHASE

BRAND EXTENSIONS Zeenat Jabbar.

Conducting Marketing Research and Forecasting Demand

International Business Environments & Operations

Chapter 4: Brand Equity.

Retail Marketing Mix and Planning Charles Blankson, Ph.D.

1 The syllabus of Principles of Marketing. 2 Principles of Marketing,11 edition, （影印版）清华大学出版社， 2007 年 6 月.

Presented by I-Ting Hung YE3B Instructed by Dr. Aiden Yeh

Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by.

Business School Jillian Dawes Farquhar, Professor of Marketing Strategy, Business School, University of Bedfordshire. Professor Jenny Rowley, Manchester.

Examining Marketing and Business Advanced Marketing.

Factors Affecting Consumer Preferences towards Private Label in the Thai Context What could motivate Thai shoppers to prefer private labels? Thittapong.

RETAILING AND MULTICHANNEL MARKETING

Marketing. Ch. 1: Marketing is all around us  Marketing  Planning and executing the conception, pricing, promotion, and distribution of ideas, goods,

Multichannel Retailing

Chapter 10 Marketing communication and personal selling

1 13. Product and Distribution Strategies. 2 Topics Channels of distribution Roles of marketing intermediaries in distribution channel Channel & intermediary.

Global Branding – 1 Global Branding Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building A Brand.

By: Allison DiPippa INDT What is the Marketing Mix?  The Marketing Mix is the tactical or operational part of a marketing plan  Marketing decisions.

Formulating Strategic Marketing Programs

ENTREPRENEURSHIP I.  A competitive advantage is an advantage over competitors’ gained by offering consumers greater value, either by means of lower prices.

Introduction of ShareWin Platform Dr. Shao, Lingshuang

Revision of Elasticity Promotion Promotion is divided in two categories 1. Above the line advertising 2. Below the line advertising.

D. MARKETING A SMALL BUSINESS 7.00 Identify product decisions necessary for a small business Identify factors that contribute to the selection of.

McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

1 The Importance of Cognitive Mapping on Effective Website Design By Neo H.K., Tan G.W., Wei K.K. National University of Singapore.

1 Lesson 3.1: Importance of a Consistent Image for a Multi-Channel Business.

ONLINE SHOPPING PREFERENCE OF WENZAO STUDENTS

Functions of Marketing

Bain & Company: Case Interview. Introduction Take notes Ask questions Structure your analysis Drive towards a recommendation.

BA 162: Marketing Strategy Fall 2000 Lisa Cain. Course Objectives: –Build upon what you have learned in BA160 to discuss various strategies available.

Data Flow Presentation

CHAPTER 5: DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY Lecture

The 4 Ps of the Marketing Mix

Marketing research is the function that links the consumer, customer, and public to the marketer through information  identification,  collection, 

CONFERENCE ATTENDEES’ SATISFACTION WITH CONVENTION FACILITY SERVICES: AN INTEGRATED MODEL OF INDIVIDUAL & SHARED EXPERIENTIAL VALUE HeeKyung Sung, PhD.

The Role of IMC in the Marketing Process Chapter 2

Chapter 3 Multichannel Retailing McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

INTRODUCTION TO MARKETING SHAH KEVAL En. No.:

The Marketing Mix Discussion of the 4Ps. What is the Marketing Mix? Often referred to as the 4Ps The variables through which a company carries out its.

Chapter 2 IMC Role in Marketing. Chapter 2 : IMC Role in Marketing Chapter Objectives To understand the marketing process and the role of advertising.

The effect of sound motivation in branding – A case study of a bookstore Instructor: Kate Name: 陳建佑 Student No.: Date: 6/02/2010.

Brand Equity by Market Perceptions

Appeasing the Modern Shopper

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

CHAPTER:12 Introducing and Naming New Products and Brand Extensions

Assignment on MARKETING MIX

Global Marketing and R&D

Customer Satisfaction Improvement Plan IMPROVE CUSTOMER SATISFACTION

The 4 Ps of the Marketing Mix

إدارة التسويق.

Pricing, Distributing, and Promoting Products

ورود اطلاعات بصورت غيربرخط

4.05 Position venture/product to acquire desired business image.

Evolution of positioning concept in retail entities

Customer Satisfaction Improvement Plan IMPROVE CUSTOMER SATISFACTION

Mingfang Li Department of Logistics Engineering

Presentation transcript:

Exploratory Study Between Perceived Congruence and Satisfaction in a Multi-Channel Context PhD Candidate: Lingyi WU Professor: Pr. Marie-Laure GAVARD-PERRET

Outline 1.Introduction 2.Related Research Concepts 3.Research Question & Methodology 4.Contribution & Limitation 2

3 Introduction Research concept Research QContributions Internet retail as % of total retail e.org 1. Sales Channel Novel vs. Conventional 2. Effects on Channel Mix Synergy or Cannibalization 3. Distinction varies between Channels Satisfaction toward Channels ？

4 Introduction Research concept Research QContributions Congruence (fit, similarity) “ the expression of a structural correspondence between two entities”

5 Introduction Research concept Research QContributions Do customers perceive store image differently across the channels?

6 Introduction Research concept Research QContributions Disconfirmation Expectation Value / Price Quality Other antecedents  Needs (Fulfillment)  Equity (Fairness)  Regret (attribution) (Dis)Satisfaction

Satisfaction toward retailer (Channel) CHINESE RETAIL MARKET 7 Introduction Research concept Research Question Contributions Online / Offline Offline / online (in)congruence (base on the ‘image’ between the channels) Perceived Risk Overall perceived retailer quality In a Multiple-Channel Environment, how does (in)congruence Influence Satisfaction via Quality and/or Risk? Questionnaires from Current Customers (Quasi-Experiment Method)

Contributions 1. Add congruence to Multi-Channel environment 2. Exploration of congruence and satisfaction 3. Satisfaction: Channel NOT Brand 4. Illustration for Channel-Mix 8 Introduction Research concept Research Q Contributions Limitations 1.Generalization One Product category – One Multiple Retailer 2. How about Mobile-phones (smartphone) ?

Deep literature review Develop questionnaire Collect data (min. 300 participants) Difficulties: Data collection Additional concepts? 9 Introduction Research concept Research Q Agenda / Difficulties