How customer experience management reconciles strategy differences between East and West

Ruth N. Bolton,Anders Gustafsson,Crina O. Tarasi,Lars Witell 한국마케팅과학회 2021 마케팅과학연구 Vol.31 No.3

This paper studies how customers of a global firm evaluate their experiences within and across 44 countries. It focuses on customers’ emotional, cognitive, sensory and behavioral responses to the catalog experience. It develops a theory-based model of satisfaction with the catalog experience as a function of experiential attributes and control variables. A second model captures how each experiential attribute’s contribution to the customer experience is influenced by market and customer characteristics. The models were operationalized using survey data from 366,185 customers who used the firm’s catalog across different trade areas in 44 countries, yielding 571 equations that describe satisfaction with the customer experience. Consistent with theoretical work on context-dependent judgments, nine contingency factors explain significant and substantial amounts of variation (30% on average) in the elasticities of the 12 experiential attributes. East and West can appear similar when market characteristics are similar – or when they are different. Emotional, cognitive, sensory, and behavioral responses to the customer experience systematically differ due to economic, demographic, technological, cultural and consumer characteristics. East and West especially differ in terms of responses to emotional and sensory experiences. Customer experience management can help to shape a strategy that resolves strategy differences between East and West.

COMPETETING CATEGORIES OF SERVICE INNOVATION

Lars Witell,Hannah Snyder,Anders Gustafsson,Paul Fombelle,Per Kristensson 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.3

To stay ahead in today’s competitive landscape service firms must continually innovate their offerings and processes (Thakur and Hale 2013). Spurred by this focus on innovation, there has been a tremendous growth in service firms over the past decade. Service innovation has been recognized as the engine of renewal and reason for the growth of the services sector. Although the concept service innovation is gaining increased attention, the question of what a service innovation really is remains unanswered. Traditionally, research on service innovation has separated radical and incremental innovations (see e.g. Gallouj and Weinstein, 1997), and product and process innovations (Vaux Halliday and Trott, 2010). This suggests that there are different conceptualizations that can be used to categorize service innovation. The basis of this research is a literature review. This systematic literature review is based on 879 empirical and conceptual articles used in order to identify conceptualizations of categories of service innovation. In total, 43 categories of service innovation were identified. These conceptualizations were analyzed to show what the benefits and drawbacks are with the different categories. We identify five unique conceptualizations of categories that emphasize different traits of service innovation (1) degree of change in the offering, (2) type of change in the content of the offering, (3) degree of newness in the offering, (4) type of change in the organization and (5) alternative means to an innovative offering. Our review of categories of service innovation provides evidence that the research field is diverse and moving in a number of alternative directions The results indicate that most conceptualizations of service innovation are in-ward focus and views innovations as something that is (only) new to the firm. In addition, the view that service innovations must have an effect is neglected, both in terms of effect on customer behavior and financial performance. Furthermore, this review shows that a service innovation can be anything from an improvement of a single service characteristic to the introduction of an offering that is new to the world. By showing the plethora of conceptualizations of service innovation it is possible to create a common platform to discuss and develop service innovations beneficial for the firm.

COMPETETING CATEGORIES OF SERVICE INNOVATION

Lars Witell,Hannah Snyder,Anders Gustafsson,Paul Fombelle,Per Kristensson 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

To stay ahead in today’s competitive landscape service firms must continually innovate their offerings and processes (Thakur and Hale 2013). Spurred by this focus on innovation, there has been a tremendous growth in service firms over the past decade. Service innovation has been recognized as the engine of renewal and reason for the growth of the services sector. Although the concept service innovation is gaining increased attention, the question of what a service innovation really is remains unanswered. Traditionally, research on service innovation has separated radical and incremental innovations (see e.g. Gallouj and Weinstein, 1997), and product and process innovations (Vaux Halliday and Trott, 2010). This suggests that there are different conceptualizations that can be used to categorize service innovation. The basis of this research is a literature review. This systematic literature review is based on 879 empirical and conceptual articles used in order to identify conceptualizations of categories of service innovation. In total, 43 categories of service innovation were identified. These conceptualizations were analyzed to show what the benefits and drawbacks are with the different categories. We identify five unique conceptualizations of categories that emphasize different traits of service innovation (1) degree of change in the offering, (2) type of change in the content of the offering, (3) degree of newness in the offering, (4) type of change in the organization and (5) alternative means to an innovative offering. Our review of categories of service innovation provides evidence that the research field is diverse and moving in a number of alternative directions The results indicate that most conceptualizations of service innovation are in-ward focus and views innovations as something that is (only) new to the firm. In addition, the view that service innovations must have an effect is neglected, both in terms of effect on customer behavior and financial performance. Furthermore, this review shows that a service innovation can be anything from an improvement of a single service characteristic to the introduction of an offering that is new to the world. By showing the plethora of conceptualizations of service innovation it is possible to create a common platform to discuss and develop service innovations beneficial for the firm.

Serum level changes of long chain-polyunsaturated fatty acids in patients undergoing periodontal therapy combined with one year of omega-3 supplementation: a pilot randomized clinical trial

Martinez, Gisele Lago,Koury, Josely Correa,Martins, Marcela Anjos,Nogueira, Fernanda,Fischer, Ricardo Guimaraes,Gustafsson, Anders,Figueredo, Carlos Marcelo S. Korean Academy of Periodontology 2014 Journal of Periodontal & Implant Science Vol.44 No.4

Purpose: We aimed to investigate the impact of nonsurgical periodontal treatment combined with one-year dietary supplementation with omega (${\omega}$)-3 on the serum levels of eicosapentaenoic acid (EPA), docosahexaenoic acid (DHA), docosapentaenoic acid (DPA), and arachidonic acid (AA). Methods: Fifteen patients with chronic generalized periodontitis were treated with scaling and root planing. The test group consisted of seven patients ($43.1{\pm}6.0$ years) supplemented with ${\omega}$-3, consisting of EPA plus DHA, three capsules, each of 300 mg of ${\omega}$-3 (180-mg EPA/120-mg DHA), for 12 months. The control group was composed of eight patients ($46.1{\pm}11.6$ years) that took a placebo capsule for 12 months. The periodontal examination and the serum levels of DPA, EPA, DHA, and AA were performed at baseline (T0), and 4 (T1), and 12 (T2) months after therapy. Results: In the test group, AA and DPA levels had been reduced significantly at T1 (P<0.05). AA and EPA levels had been increased significantly at T2 (P<0.05). The ${\Delta}EPA$ was significantly higher in the test compared to the placebo group at T2-T0 (P=0.02). The AA/EPA had decreased significantly at T1 and T2 relative to baseline (P<0.05). Conclusions: Nonsurgical periodontal treatment combined with ${\omega}$-3 supplementation significantly increased the EPA levels and decreased the AA/EPA ratio in serum after one year follow-up. However, no effect on the clinical outcome of periodontal therapy was observed.

Serum level changes of long chain-polyunsaturated fatty acids in patients undergoing periodontal therapy combined with one year of omega-3 supplementation: a pilot randomized clinical trial

Gisele Lago Martinez,Josely Correa Koury,Marcela Anjos Martins,Fernanda Nogueira,Ricardo Guimarães Fischer,Anders Gustafsson,Carlos Marcelo S Figueredo 대한치주과학회 2014 Journal of Periodontal & Implant Science Vol.44 No.4

Purpose: We aimed to investigate the impact of nonsurgical periodontal treatment combined with one-year dietary supplementation with omega (ω)-3 on the serum levels of eicosapentaenoic acid (EPA), docosahexaenoic acid (DHA), docosapentaenoic acid (DPA), and arachidonic acid (AA). Methods: Fifteen patients with chronic generalized periodontitis were treated with scaling and root planing. The test group consisted of seven patients (43.1±6.0 years) supplemented with ω-3, consisting of EPA plus DHA, three capsules, each of 300 mg of ω-3 (180-mg EPA/120-mg DHA), for 12 months. The control group was composed of eight patients (46.1±11.6 years) that took a placebo capsule for 12 months. The periodontal examination and the serum levels of DPA, EPA, DHA, and AA were performed at baseline (T0), and 4 (T1), and 12 (T2) months after therapy. Results: In the test group, AA and DPA levels had been reduced significantly at T1 (P<0.05). AA and EPA levels had been increased significantly at T2 (P<0.05). The ΔEPA was significantly higher in the test compared to the placebo group at T2–T0 (P=0.02). The AA/EPA had decreased significantly at T1 and T2 relative to baseline (P<0.05). Conclusions: Nonsurgical periodontal treatment combined with ω-3 supplementation significantly increased the EPA levels and decreased the AA/EPA ratio in serum after one year follow-up. However, no effect on the clinical outcome of periodontal therapy was observed.