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RISS 인기검색어
- 검색키워드
- 저자 : Park Thaichon (검색결과 3 건)
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Host and guest value co-creation and satisfaction in a shared economy: The case of Airbnb
Park Thaichon,Jiraporn Surachartkumtonkun,Anubhuti Singhal 한국마케팅과학회 2020 마케팅과학연구 Vol.30 No.4
The aim of the study is to determine the factors that lead to host and guest satisfaction and value co-creation in the shared economy offered by Airbnb. The study interviews Australian Airbnb hosts and guests in a semi-structured format. Six primary and three secondary factors emerge from the interview data. Primary factors impact both hosts and guests, while secondary factors impact either hosts or guests. Primary factors include (1) economic benefits, (2) authenticity, (3) human interaction, (4) convenience, (5) security, and (6) privacy. Secondary factors include (1) service quality, (2) surprises, and (3) business ownership. Both guests and hosts are Airbnb customers; the current study is one of the first to analyze a shared economy from two different customer perspectives.
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EXAMINING THE DRIVERS AND OUTCOMES OF PURCHASE ENGAGEMENT IN AUSTRALIAN B2B PROFESSIONAL SERVICES
Munyaradzi W. Nyadzayo,Riza Casidy,Park Thaichon 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Purchase engagement reflects the attitudes and behaviors of the customer in relation to their present and future purchases of the firm’s service (Kumar & Pansari, 2016). However, the concept of engagement in marketing has received less attention in business-to-business (B2B) contexts due to the complexity and heterogeneity in which the number of people involved in B2B buying decisions remains high than in consumer markets (Lilien, 2016). The challenges in developing B2B marketing theory also depends on the context and one such area that has been under-researched is the professional service firm (PSF) context (Casidy & Nyadzayo, 2017). According to Heirati et al. (2016, p.51) “…the field of B2B marketing contains limited research examining the role of PSFs' simultaneous collaboration with customers and suppliers under differing environmental conditions.” Also, there are calls for research to examine the drivers and outcomes of purchase engagement as it is a relatively nascent construct (Kumar & Pansari, 2016). Thus, this study sought to examine the drivers and outcomes of purchase engagement in B2B professional services. Using the structural equation modelling approach, the results from a survey of CEOs and/or owner-managers of small and medium-sized enterprises (SMEs) in Australia found that customization and loyalty to the account manager are two salient drivers of purchase engagement. In turn, purchase engagement is found to impact three outcomes namely consideration set size (CSZ), dependence and willingness to pay a premium price (WTP). An interesting finding in this study is the mediating role played by dependence as a mechanism through which engagement can impact CSZ and WTP. Practical and theoretical implications as well as research limitations and future research are discussed.
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Package appearance matter: Facial expression and Galvanic Skin Response analysis approach
Nicolas Hamelin,Suchi Agrawal,Nitin Patwa,Lars-Erik Casper Ferm,Park Thaichon 한국마케팅과학회 2021 마케팅과학연구 Vol.31 No.4
This study reveals the importance of package design and brand in the choice of over-the-counter (OTC) analgesic. Various packages for analgesic products were tested on 40 respondents and autonomic body reactions were measured. The product tested was private Australian brands of Paracetamol from Coles and Woolworth, Priceline, a chemist brand, Herron a local brand and finally the well-known global brand Panadol. Eye tracking, facial expression analysis as well as Galvanic Skin response were found in strong correlation with respondent preference and purchasing intention. A heat map analysis for each package reveals that for most of the products the focus was not on the price. Time to First Fixation (TTFF) revealed that the eye fixation on price came last with the time spent looking at the price was low as compared to the time spent on the other areas of the packaging and this for both males and females. For most of the drugs, the focus (time spent) is majorly on the brand name and the benefits and tablet usage information.
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