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Repository of the University of Hasselt containing publications in the fields of statistics, computer science, information strategies and material from the Institute for behavioural sciences.

Marketing

Mostrando recursos 1 - 20 de 78

  1. Assessing the value of commonly used methods for measuring customer value: a multi-setting empirical study

    LEROI-WERELDS, Sara; STREUKENS, Sandra; Brady, Michael K.; SWINNEN, Gilbert
    Despite the importance of customer value, considerable divergence of opinion exists on how to adequately conceptualize and measure this construct. In this study, four commonly used methods for measuring customer value (i.e., the methods proposed by Dodds et al. (1991), Gale (1994), Holbrook (1999) and Woodruff and Gardial (1996)) are compared. First and foremost, the psychometric properties of the different methods are evaluated. Next, the authors compare the predictive ability of the different methods with respect to key outcome variables (i.e., satisfaction, word of mouth, repurchase intention). Finally, the methods are compared based on their relative practicality and actionability. The...

  2. Tasting the smell: Effects of ambient scent on scent experts' evaluations of (in)congruent food products

    Adams, Carmen; Doucé, Lieve; Janssens, Wim; Vanrie, Jan; Petermans, Ann
    This research studies the effect of scent expertise (laymen vs. novice experts vs. experts) on product and taste evaluations of three products that are (in)congruent with an ambient scent and examines whether this effect is mediated by these groups' awareness of scents in their environment and by how well they are able to identify different scents. Results show that novice experts and experts evaluate an incongruent product less positively than laymen. Laymen score lower than novice experts and experts on odor identification, and lower than experts on odor awareness but not lower than novice experts. The differences in the evaluation...

  3. Technology-supported client centered rehabilitation: Do patients use technologies and which skills do patients with neck pain prefer to train on?

    TIMMERMANS, Annick; HAESEN, Mieke; WILLEMS, Kim; CLAES, Guido; Olivieri, Enzo; Cuyvers, Bert; Verbrugghe, Jonas; CONINX, Karin
    Aim: The aim of this investigation is to inventorize training preferences and motives for motor rehabilitation of patients with neck pain. This knowledge is paramount in order to develop client-centered training for technology supported rehabilitation. Technology supported rehabilitation offers opportunities for increasing exercise variability during rehabilitation and may support patients to be compliant with home exercise regimes. The second aim of this study is to evaluate to which extent patients with neck pain are familiar with the use of technologies. Methods: Semi-structured interviews were conducted based on the Neck Disability Index (NDI) according to a method by Timmermans et al (Disability and...

  4. Influencing consumer reactions towards a tidy versus a messy store using pleasant ambient scents

    Douce, Lieve; Janssens, Wim; Swinnen, Gilbert; Van Cleempoel, Koenraad
    Although retailers know that consumers do not like cluttered stores, messy layouts are sometimes inevitable. This research examines whether diffusing pleasant scents can overcome consumers' negative response to a messy store. Specifically, this study investigates the effect of pleasant scents (un)related to neatness on consumer evaluations of a tidy versus a messy store. An experiment with 198 respondents revealed that a pleasant scent not associated with neatness functions as a positively valenced prime, causing consumers to evaluate the products in the tidy store more positively than the products in the messy store. Additionally, when diffused in a messy store, a...

  5. A marketing view of the customer value: Customer lifetime value and customer equity

    Estrella-Ramon, A. M.; Sanchez-Perez, M.; SWINNEN, Gilbert; VANHOOF, Koen
    Throughout this research the customer valuation trend in marketing is going to be reviewed, emphasizing Customer Lifetime Value and Customer Equity measures. The main theoretical contributions in the development and evolution of the Customer Lifetime Value concept are analysed. Customer Lifetime Value is also differentiated from Customer Equity and Customer Profitability analysis to estimate customer value in terms of firm profitability. Customer Lifetime Value and Customer Equity concepts are formally defined. Additionally, a classification of a set of published researches into Customer Lifetime Value and/or Customer Equity is developed. This classification has been posited according to several criteria that serves...

  6. Assessing the effect of store environment dimensions on customer irritation: a multi-setting empirical study

    Demoulin, Nathalie; WILLEMS, Kim; SWINNEN, Gilbert
    Most previous studies on store atmospherics have focused on their impact on positive emotional customer responses. However, less pleasurable shopping experiences may also generate negative affective responses. This research investigates the effect of shopping environment on customers??? irritation level and satisfaction across three retail sectors varying in terms of involvement and shopping motives. Our results demonstrate that design and social aspects of the store are the most irritating. Customers??? irritation decreases their satisfaction. However, these effects depend on involvement and shopping motives.

  7. Which Dimensions of the Store Environment Irritate Customers? Evidence from three Retail Settings

    Demoulin, Nathalie; WILLEMS, Kim; SWINNEN, Gilbert

  8. Servic-escape! A cross-sectorial study on environmental shopping irritations

    Demoulin, Nathalie; WILLEMS, Kim; Swinnen, Gilbert
    Most of previous studies focus on the effect of customers’ shopping experience on their positive emotional responses. However, some less pleasurable shopping experiences may also generate negative affective responses such as irritation. This research investigates the effect of shopping environment on customers’ level of irritation and customers’ satisfaction across three retail sectors. We survey customers after a shopping experience in either a grocery- (n = 150), a fashion- (n = 183), or an electrical appliances retail stores (n = 156). Our results demonstrate that design and social aspects of the store are the most irritating. Customers’ irritation decreases their satisfaction....

  9. Bargain effectiveness in differentiated store environments: When a good deal goes bad

    Douce, Lieve; Willems, Kim; Janssens, Wim
    Differentiation is necessary to survive in today’s homogeneous retail landscape. One way to differentiate is by making use of store atmospherics. However, other marketing tools such as offering a bargain might conflict with this store differentiation strategy. In study 1, an experimental consumer lab survey (n = 50) confirms that store environment differentiation generates positive consumer affect, evaluations and approach behaviour. In study 2, a 2x2 between-subjects lab experiment (n = 121) furthermore demonstrates that in a highly differentiated store the presence of bargains negatively affects consumer reactions, supporting the assumption that bargains do not fit with a premium strategy.

  10. Bargain effectiveness in differentiated store environments: When a good deal goes bad

    Douce, Lieve; Willems, Kim; Janssens, Wim

  11. Tasting the smell: Effects of ambient scent on scent experts??? evaluations

    ADAMS, Carmen; DOUCE, Lieve; JANSSENS, Wim; VANRIE, Jan; PETERMANS, Ann
    This research studies the effect of scent expertise (laymen vs. novice experts vs. experts) on product and taste evaluations of three products that are (in)congruent with an ambient scent and examines whether this effect is mediated by these groups??? awareness of scents in their environment and by how well they are able to identify different scents. Results show that novice experts and experts evaluate an incongruent product less positively than laymen. Laymen score lower than novice experts and experts on odor identification, and lower than experts on odor awareness but not lower than novice experts. The differences in the evaluation...

  12. DESIGNING FOR MULTIPLE SENSES WHILE USING VISUAL REPRESENTATION TECHNIQUES? CROSSMODAL CORRESPONDENCES AS A COUNTERFORCE TO THE DOMINANCE OF THE VISUAL SENSE

    Adams, Carmen; Petermans, Ann; Vanrie, Jan; Janssens, Wim
    In design practice designers often use visual representation techniques to communicate to their clients. The use of visual representation techniques has been critiqued to add to a dominance of the visual sense, which is seen as a potential weakness since the other senses might by subordinated. In this paper the authors therefore introduce the concept of crossmodal correspondences. Crossmodal correspondences refer to the tendency for a feature or attribute in one sensory modality to be matched or associated with a feature or attribute in another sensory modality. In the authors’ viewpoint, designers have been using this practice intuitively, for example...

  13. Congruency of crossmodal correspondence between an ambient scent and a product packaging: the effect on packaging preference

    Adams, Carmen; Douce, Lieve; Janssens, Wim
    This paper focuses on whether congruency at the crossmodal correspondence level between an ambient scent and a product packaging leads to a higher preference for that product packaging than when they are incongruent. The crossmodal correspondence under study is the ‘angularity’ versus ‘roundness’ aspect. Pilot studies made clear that (1) rosemary is perceived as an angular scent and rose is perceived as a rounded scent, and (2) the pasta product penne has no inherently angular or rounded aspect. This enables us to design a product package for penne that is either angular or rounded without a potential bias by the...

  14. Unique… Like everybody else: An examination of the differentiating role of store personality

    Willems, Kim; Swinnen, Gilbert

  15. The shopper’s path-to-purchase is paved with digital opportunities: An overview of technologies to augment the shopping experience

    Willems, Kim; Lauriers, Randy; Schöning, Johannes; Luyten, Kris; Krüger, Antonio

  16. Assessing the effect of store environment dimensions on customer irritation: a multi-setting empirical study

    Demoulin, Nathalie; Willems, Kim; Swinnen, Gilbert
    Most of previous studies focus on the effect of customers??? shopping experience on their positive emotional responses. However, some less pleasurable shopping experiences may also generate negative affective responses such as irritation. This research investigates the effect of shopping environment on customers??? level of irritation and customers??? satisfaction across three retail sectors. We survey customers after a shopping experience in either a grocery- (n = 150), a fashion- (n = 183), or an electrical appliances retail stores (n = 156). Our results demonstrate that design and social aspects of the store are the most irritating. Customers??? irritation decreases their satisfaction....

  17. Servic-escape! A cross-sectorial study on environmental shopping irritations

    Demoulin, Nathalie; Willems, Kim; Swinnen, Gilbert
    Most of previous studies focus on the effect of customers??? shopping experience on their positive emotional responses. However, some less pleasurable shopping experiences may also generate negative affective responses such as irritation. This research investigates the effect of shopping environment on customers??? level of irritation and customers??? satisfaction across three retail sectors. We survey customers after a shopping experience in either a grocery- (n = 150), a fashion- (n = 183), or an electrical appliances retail stores (n = 156). Our results demonstrate that design and social aspects of the store are the most irritating. Customers??? irritation decreases their satisfaction....

  18. Creating service value: a cross-retail format study of Holbrook’s typology

    Willems, Kim; Leroi-Werelds, Sara; SWINNEN, Gilbert
    Customer value is the cornerstone of marketing theory and practice. Especially in traditional retailing, which can be considered mature and highly competitive, customers are more value conscious than ever before. Holbrook’s (1999) conceptualization of customer value is applied in this study as it comprehensively entails the following value types (that have been found appropriate for retail settings): efficiency, excellence, social value, play, aesthetics, and altruistic value. Furthermore, we consider product excellence and service excellence as separate constructs because retail stores offer a mix of products and services. Based on a consumer survey (n = 392), this study addresses the following...

  19. Augmenting the servicescape with ubiquitous interactive surfaces: Fibreshelf technology

    WILLEMS, Kim; LAURIERS, Randy; SCHOENING, Johannes; Krüger, Antonio; Jackson, Dan; Plötz, Thomas; Olivier, Patrick
    Well-stocked shelves are no longer sufficient for a store to survive in today’s highly competitive retail context. Nowadays, marketers should therefore also focus on targeting the consumer being in a shopping mindset. One of the main problems is that bricks-and-mortar retail stores struggle to gather information on their customers’ path-to-purchase, which - compared to online shopping processes - tends to remail a 'black box' to retail management. This paper proposes to instrument shelfspace in an unintrusive way with optical sensing fibres (i.e., 'FibreShelf' technology) to detect customer-product interactions for three purposes: (1) automated shelf inventory management, (2) gaining shopper insights,...

  20. Solar Cooking in Senegalese Villages: an Application of Best-Worst Scaling

    Vanschoenwinkel, Janka; Sebastien, Lizin; Swinnen, Gilbert; AZADI, Hossein; Van Passel, Steven
    Dissemination programs of nontraditional cookstoves often fail. Nontraditional cookstoves aim to solve problems associated with biomass fuel usage in developing countries. Recent studies do not explain what drives user's cookstove choice. This study therefore builds a holistic framework that centralizes product-specific preferences or needs. The case study identifies product-specific factors that influence rural Senegalese inhabitants to switch to solar cooking, using best–worst scaling. Looking at the preferences, the case study classified 126 respondents, in three distinct market segments with different solar cooking expectations. The paper identifies socio-demographic characteristics that explain these differences in the respondents' preferences. Finally, the respondent sample...

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