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  • Fellesson, Markus, et al. (författare)
  • The expected retail customer Value co-creator, co-producer or disturbance?
  • 2016
  • Ingår i: Journal of Retailing and Consumer Services. - 0969-6989. ; 30, s. 204-211
  • Tidskriftsartikel (refereegranskat)abstract
    • The purpose of this paper is to explore expectations among front-line employees regarding their customers and how these expectations can be understood in relation to strategies of customer participation and value co-creation. Two categories of expectations are identified; operative and interactive. In particular, the operative expectations reveal a service practice that is heavily structured by large-scale systems and ideals of rational efficiency. It is argued that co-creation needs to be discussed on both the strategic level, i.e. in terms of what the “customer”/market wants, and on the operative level, where the customer’s direct contribution to the value-creating process has its focus.
  • Roger, Ström, 1963-, et al. (författare)
  • Mobile marketing A literature review on its value for consumers and retailers
  • 2014
  • Ingår i: Journal of Retailing and Consumer Services. - Oxford : Pergamon Press. - 0969-6989. ; 21:6, s. 1001-1012
  • Tidskriftsartikel (refereegranskat)abstract
    • The article describes the existing knowledge of how mobile marketing can increase the value for consumers and retailers. Mobile device shopping, and consumers' use of mobile devices while shopping is shown to be both an extension of consumers' shopping behaviours developed on Internet-connected desktop and laptop computers (PC), and potentially new behaviours based on a mobile devices' uniquely integrated features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of managerial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and its value outcomes for retailers. © 2014 Elsevier Ltd.
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