Resumen
Actualmente, las empresas emergentes están en el centro de atención en todos los países, especialmente en los países desarrollados, donde se las considera un motor fundamental del crecimiento económico y una fuente de empleo a largo plazo. Además, los consumidores están cada vez más interesados en utilizar puntos de contacto digitales para satisfacer sus necesidades diarias. Los especialistas en marketing de empresas emergentes de biotecnología se dan cuenta de que, en esta era competitiva de iniciativas comerciales, es difícil encontrar el punto de interacción entre el consumidor y la marca para que sea más agradable y fluido. Este estudio tiene como objetivo comprender la eficacia de los puntos de contacto digitales para influir en el compromiso de la marca del consumidor en la puesta en marcha de biotecnología. Se realizaron el análisis factorial y el análisis de regresión de una encuesta en línea. Los encuestados fueron seleccionados entregando cuestionarios a los consumidores que habían comprado uno o más productos de la nueva empresa de biotecnología Lemonilo. Los resultados mostraron que la efectividad del punto de contacto digital afectó el compromiso de la marca del consumidor. Sin embargo, el valor hedónico y el valor utilitario no afectaron al compromiso de marca del consumidor. Los resultados de esta investigación brindan una nueva perspectiva sobre los elementos de medición de la efectividad de los puntos de contacto digitales y su impacto en el compromiso de la marca del consumidor. Este estudio proporciona información para que los especialistas en marketing presten atención a aspectos importantes para aumentar la participación de varios puntos de contacto digitales.
Citas
Adler, P., Florida, R., King, K., & Mellander, C. (2019). The city and high-tech startups. The spatial organization of Schumpeterian entrepreneurship, (87), 121–130. https://doi.org/https://doi.org/10.1016/j.cities.2018.12.013
Afifah, L., Chan, A., and Nirmalasari, H. (2020). The Effects of Customer Engagement Social Media to Customer loyalty of Indosat Ooredoo. Business Economic, 25(1), 38-52. https://doi.org/10.17977/um042v25i1p38-52
Aichner, T., & Gruber, B. (2017). Managing customer touchpoints and customer satisfaction in B2B mass customization: A case study. International Journal of Industrial Engineering and Management, 8(3), 131–140.
Ansari, A., and Riasi, A. 2016. Modelling and Evaluating Customer Loyalty Using Neural Networks: Evidence from Start-up Insurance Companies. Future Business Journal, (2), 15–3. https://doi.org/10.1016/j.fbj.2016.04.001
Baldwin, C., and von Hippel, E. (2011): Modeling a paradigm shift: From producer innovation to user and open collaborative innovation, Organization Science, 22(6), 1399–1417. https://doi.org/10.1287/orsc.1100.0618
Baxendale, S., Macdonald, E. K., & Wilson, H. N. (2015). The Impact of Different Touchpoints on Brand Consideration. Journal of Retailing, 91(2), 235–253. https:// doi.org/10.1016/j.jretai.2014.12.008
Brodie, R. J., Ilic, A., Juric, B., and Hollebeek, L. (2013): Consumer engagement in a virtual brand community: An exploratory analysis, Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Buckley, R. P. and Webster, S. (2016). Fintech in Developing Countries: Charting New Customer Journeys. Journal of Financial Transformation, Vol. 44, Forthcoming, UNSW Law Research Paper No. 2016-73, https://ssrn.com/abstract=2850091
Chan, A.P.C.; Lam, P.T.I.; Chan, D.W.M.; Cheung, E.; Ke, Y. (2010). Critical Success Factors for PPPs in Infrastructure Developments: Chinese Perspective. J. Construct. Eng. Manag., 136, 484–494.
Chérrez-Ojeda, I., Vanegas, E., Calero, E., Plaza, K., Cano, J.A., Calderon, J.C., Valdano, J., Gutierrez, J.O. and Guevara, J. (2018). What kind of information and communication technologies do patients with type 2 diabetes mellitus prefer? an Ecuadorian Cross-Sectional study, International Journal of Telemedicine and Applications, Feb 14: https://doi.org/10.1155/2018/3427389. PMID: 29666639.
Clatworthy, S. (2011). Service innovation through touch-points: Development of an innovation toolkit for the first stages of new service development. International Journal of Design, 5(2), 15–28.
Dahl, A. J., D’Alessandro, A. M., Peltier, J. W., & Swan, E. L. (2018). Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement. Journal of Research in Interactive Marketing, 12(3), 258–273. https://doi.org/10.1108/JRIM-04-2018-0051
de Haan, E., Wiesel, T., and Pauwels, K. (2016): The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework, International Journal of Research in Marketing, 33(3), 491–507. https://doi.org/10.1016/j.ijresmar.2015.12.001
De Vries, G., Rietkerk, M., & Kooger, R. (2019). The hassle factor as a psychological barrier to a green home. Journal of Consumer Policy, 1–8. https://doi.org/10.1007/ s10603-019-09410-7
Field, A. Discovering Statistics Using IBM SPSS Statistics; Sage: Newcastle upon Tyne, UK, 2013.
Fritze, M. P., Eisingerich, A. B., and Benkenstein, M. (2019): Digital transformation and possession attachment: examining the endowment effect for consumers’ relationships with hedonic and utilitarian digital service technologies, Electronic Commerce Research, 19(2), 311–337. https://doi.org/10.1007/s10660-018-9309-8
Ghagane, S. C., Hiremath, M. B., Kadadevaru, G. G., Puranik, S. I., and Nerli, R. B. (2017). Biotechnology Higher Education, Funding & Start-ups: Indian Scenario., Productivity, 58(3) 300–307.
Gilding, M., Brennecke, J., Bunton, V., Lusher, D., Molloy, P. L., & Codoreanu, A. (2020). Network failure: Biotechnology firms, clusters and collaborations far from the world superclusters. Research Policy, 49(2), 1-12. https://doi.org/https://doi.org/10.1016/j.respol.2019.103902
Halvorsrud, R., Kvale, K., & Følstad, A. (2016). Improving service quality through customer journey analysis. Journal of Service Theory and Practice, 26(6), 840–867. https://doi.org/10.1108/JSTP-05-2015-0111
Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. (2014): Consumer brand engagement in social media: Conceptualization, scale development and validation, Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Hollebeek, L. D., Juric, B., and Tang, W. (2017): Virtual brand community engagement practices: a refined typology and model, Journal of Services Marketing, 31(3), 204–217. https://doi.org/10.1108/JSM-01-2016-0006
Hosseini, S., Merz, M., Ro ̈glinger, M., & Wenninger, A. (2018). Mindfully going omni- channel: An economic decision model for evaluating omni-channel strategies. Decision Support Systems, (109), 74–88. https://doi.org/10.1016/j.dss.2018.01.010
Ieva, M., and Ziliani, C. (2018). The Role of Customer Experience Touchpoints in Driving Loyalty Intentions in Services. The TQM Journal, 3(5), 444-457. https://doi.org/10.1108/TQM-11-2017-0141
Jahn, B. and Kunz, W. (2012) How to transform consumers into fans of your brand, Journal of Service Management, 23(3), 344–361. https://doi.org/10.1108/09564231211248444
Jiménez-Marín, G., Sanz-Marcos, P., Tobar-Pesantez, L. B. (2021). Keller’S Resonance Model in the Context of Fashion Branding: Persuasive Impact Through the Figure of the Influencer, Academy of Strategic Management Journal, 20(6), 1–14.
Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., and Rahman, Z. (2020): Brand engagement and experience in online services, Journal of Services Marketing, 34(2), 163–175. https://doi.org/10.1108/JSM-03-2019-0106
King, R.A., Racherla, P. and Bush, V.D. (2014), What we know and don’t know about online word-of-mouth: a review and synthesis of the literature, Journal of Interactive Marketing, 28(3), 167-183, https://doi.org/10.1016/j.intmar.2014.02.001
Kolding, M., Sundblad, M., Alexa, J., Stone, M., Aravopoulou, E., and Evans, G. (2018): Information management – a skills gap?, The Bottom Line, 31(3/4), 170–190. https://doi.org/10.1108/BL-09-2018-0037
Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S., and Kuharev, V. (2017) Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption, International Journal of Research in Marketing, 36(3), 385–399.
Kumar, J., and Nayak, J. K. (2019): Brand engagement without brand ownership: a case of non-brand owner community members, Journal of Product and Brand Management, 28(2), 216–230. https://doi.org/10.1108/JPBM-04-2018-1840
Kushwaha, T., and Shankar, V. (2013): More Valuable ? The Moderating Role, Journal of Marketing, 77(July), 67–85.
Kwon, K., Jain, D. 2019. Multichannel shopping through nontraditional retail formats: variety seeking-behavior with hedonic and utilitarian motivations”, J. Market, vol. 16, pp. 149–168.
Lee, S., and Bozeman, B. (2005): The impact of research collaboration on scientific productivity, Social Studies of Science, 35(5), 673–702. https://doi.org/10.1177/0306312705052359
Lee Seunghwan and Kim Dae-Young. (2018). The effect of hedonic and utilitarian value on satisfaction and loyalty of Airbnb users, International Journal of Contemporary Hospitality Management, Vol. 30 No. 3, pp. 1332-1351. https://doi.org/10.1108/IJCHM-09-2016-0504
Leeflang, P. S. H.; Verhoef, P. C.; Dahlström, P.; Freundt, T. (2014). Challenges and solutions for marketing in a digital era, European Management Journal, 32(1), 1–12. https://doi.org/10.1016/j.emj.2013.12.001
Lemon, K. N. and Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Li, H., & Kannan, P. K. (2014). Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), 40–56. https://doi.org/10.1509/jmr.13.0050
Mahandy, S. R., and Sanawiri, B. (2018). The Effect of Customer Engagement on Brand Trust (Survey on Instagram Social Media Followers @strudelmalang). Journal of Administrative Business (JAB), 57(2), 57-65.
Mahayani, O. C., Aknuranda, I., and Kusyanti, A. (2019). The Effect of Customer Engagement Through Social Media on Brand Trust (Case Study: Shopee’s Instagram). Journal of Information Technology Development and Computer Science, 3(4), 3301-3310.
Martini, E., and Maulana, A. I. (2019). Analysis of Consumer Engagement on the Facebook Page of Seluler Operators in Indonesia. Journal of Management and Business, 17(3), 139-145.
Matsunaga, M. (2010): How To Factor-Analyze Your Data Right, International Journal of Psychological Research, 3(1), 97–110.
McKechnie, D. S., Grant, J., & Shabbir Golawala, F. (2011). Partitioning service encounters into touchpoints to enhance quality. International Journal of Quality and Service Sciences, 3(2), 146–165. https://doi.org/10.1108/17566691111146069
Naik, S. (2015). Funding Opportunities for Research in India, Indian Journal of Rheumatology, 10(3): 152–57. https://doi.org/10.1016/j.injr.2015.05.007
Obilo, O. O., Chefor, E., and Saleh, A. (2021): Revisiting the consumer brand engagement concept, Journal of Business Research, 126(January), 634–643. https://doi.org/10.1016/j.jbusres.2019.12.023
Olaru, D., Purchase, S., & Peterson, N. (2008). From customer value to repurchase intentions and recommendations. Journal of Business & Industrial Marketing, (23), 554–565.
Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions, Journal of Business Research, vol. 59, no. 10-11, pp. 1160-1166.
Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment, International Journal of Hospitality Management, (57), 106–115.
Pallant, J. (2013). SPSS Survival Manual; McGraw-Hill Education: New York, NY, USA.
Payne, M. E., Peltier, J. W., and Barger, V. A. (2017): Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda, Journal of Research in Interactive Marketing, 11(2), 185–197. https://doi.org/10.1108/JRIM-08-2016-0091.
Sagala, G. H., and Sumiyana (2020): The intersection of hedonic and utilitarian values on integrated-social media retailers, International Journal of Business Information Systems, 33(4), 505–530. https://doi.org/10.1504/IJBIS.2020.105837
Santana, S., Thomas, M., & Morwitz, V. G. (2020). The role of numbers in the customer journey. Journal of Retailing, 96(1), 138–154. https://doi.org/10.1016/j. jretai.2019.09.005
Straker, K., Wrigley, C., Rosemann, M., 2015. Typologies and touchpoints: designing multi-channel digital strategies. Journal of Research of Interactive Marketing, 9(2), 110–128.
Sugianto, K. C. (2020). Analysis the Effect of Digital Marketing on Brand Advocacy with Perceived Service Quality and Customer Engagement as Intermediate Variables in Virtual Hotel Operators: OYO Hotel. Marketing Strategy Journal, 7(1), 1-13.
Sweeney, J.C., Danaher, T.S. and McColl-Kennedy, J.R. (2015). Customer effort in value cocreation activities: improving quality of life and behavioral intentions of health care customers, Journal of Service Research, 18(3), 318-335.
Tafesse, W. (2016). An Experiential Model of Consumer Engagement in Social Media. Journal of Product and Brand Management, 25(5), 424–434. https://doi.org/10.1108/JPBM-05-2015-0879
Tavakol, M.; Dennick, R. (2011). Making sense of Cronbach‘s alpha. Int. J. Med. Edu, 2, 53.
Thakur, R. (2019). The Moderating Role of Customer Engagement Experiences in Customer Satisfaction–loyalty Relationship. European Journal of Marketing, 53(7), 1278-1310. https://doi.org/10.1108/EJM-11-2017-0895
To, P.L., Liao, C., Lin, T.H., (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27, 774–787. https://doi.org/10.1016-j. technovation.2007.01.001
Tueanrat, Y., Papagiannidis, S., and Alamanos, E. (2021): Going on a journey: A review of the customer journey literature, Journal of Business Research, (125), 336–353. https://doi.org/10.1016/j.jbusres.2020.12.028/
Van der Veen, G.; Van Ossenbruggen, R. (2015). Mapping Out The Customer’s Journey: Customer search strategy as a basis for channel management. Journal of Marketing Channels, 22(3), 202–213. https://doi.org/10.1080/1046669X.2015.1071589
Verhoef, P.C., Kannan, P.K., Inman, J.J., 2015. From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retail, 91(2), 174–181.
Vredeveld, A. J., & Coulter, R. A. (2019). Cultural experiential goal pursuit, cultural brand engagement, and culturally authentic experiences: Sojourners in America. Journal of the Academy of Marketing Science, 47(2), 274–290. https://doi.org/ 10.1007/s11747-018-0620-7
Wu, W. Y., Ke, C. C., and Nguyen, P. T. (2018): Online shopping behavior in electronic commerce: An integrative model from utilitarian and hedonic perspectives, International Journal of Entrepreneurship, 22(3).
Yanuardi, A. W., Indah, Y. P., Wahyudi, W. T., and Nainggolan, B. (2017). Maturity Analysis of Omnichannel Customer Experience a Case Study in PT. Telekomunikasi Indonesia. Journal of Indonesian Management, 16(2), 81-94.
Zeba, F., Shaheen, M., and Krishnankutty, R. (2020): Hedonic and utilitarian values behind engagement of online consumers, Journal of Electronic Commerce in Organizations, 18(3), 1–20. https://doi.org/10.4018/JECO.2020070101
Zhang, M., Hu, M., Guo, L., and Liu, W. (2017). Understanding Relationships Among Customer Experience, Engagement, and Word-of-mouth Intention on Online Brand Communities: The Perspective of Service Ecosystem. Internet Research, 27(4), 1-29. https://doi.org/10.1108/IntR-06-2016-0148
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Derechos de autor 2022 IROCAMM - International Review Of Communication And Marketing Mix