Consumers satisfaction of attributes in online product design


Limitations & Future Research



Yüklə 1,25 Mb.
səhifə9/9
tarix08.08.2018
ölçüsü1,25 Mb.
#61761
1   2   3   4   5   6   7   8   9

5.3 Limitations & Future Research


The present study investigated the link between the respondents’ evaluations of the attributes of online co-creation, the influence these have process satisfaction and the consequent effect on their willingness to pay. However the present study was conducted with some limitations. First of all, the respondents’ evaluation of the attributes of online co-creation, their perceived values and their degree of satisfaction with the process and the design, is in this particular case very much dependent on their experience with specifically the given website. Hence, it is realistic to believe that the results might have been different if another website was proposed. Secondly, the sample of the study might be regarded as not big and adequate enough to allow full generalization of the results. The size of the sample is 102 respondents, thus the results might not be applicable in any case. Also note that the data for the present study was collected through a questionnaire that was sent specifically to web users. However, the mainstream of the web users who participated in this research have never or only once before engage in an online co-creation process. And though the online customization environment was existing, participants were not real customers but people asked to take part in the co-design process and who may have experienced it differently if they had got involved to that in order to cover their need of a skin for their mobile phones. Further research could be conducted in cooperation with the Design Skins company and ask real customers to fill in a questionnaire with relevant content after their participation in the process. The outcome would be a larger and more representative dataset.

Based on the above discussion, it can be concluded that specifically the results reflecting how the respondents graded the different statements meant to measure their perceptions regarding the attributes of online co-creation, their perceived satisfaction with the online co-creation process and product, cannot be generalized. Therefrom, to be more successful in implementing online co-design as a strategy, future studies should focus on investigating the concept from a customer’s perspective. It is of such an importance in order to obtain more practical results that companies can use when implementing online co-creation as a strategy, future research should explore investigating the specific aspects of the attributes of online co-creation that might be influencing consumers’ satisfaction with the WTP. Another approach to be more value adding for the business is to replicating the conceptual framework proposed in this study with other products and attributes to have reliable understanding of what customers drive to actually give an ultimate price for the co-created product.



An option would be to conduct a comparative study using different sites that are offering the same kind of product. Respondents would then be required to evaluate their experience after co-creating on the websites of companies offering similar products. In addition, future research should also focus on further drivers that will influence their willingness to pay and or if consumers satisfaction with the process of online co-creation and the ultimate design, translates into consumers actually buying the product.

REFERENCES


Anderson, E.W., C. Fornell, and D.R. Lehmann. "Customer Satisfaction, Market Share, and Profitability: Findings from Sweden." Journal of Marketing 58 (1994): 53-66.
Anderson, E.W., C. Fornell, and R.T. Rust. "Customer Satisfaction, Productivity, and Profitability: Differences between Goods and Services." Marketing Science 16.2 (1997): 129-145.
Anderson, E.W., and M.W. Sullivan. "The Antecedents and Consequences of Customer Satisfaction for Firms." Marketing Science 12.2 (1993): 125-143.
Babin, B.J., W.R. Darden, and M. Griffin. "Work and/or fun: Measuring hedonic and utilitarian shopping value." Journal of Consumer Research 20.4 (1994): 644-656.
Barnes, S., and R. Vidgen. "An integrative approach to the assessment of E-commerce quality", Journal of Electronic Commerce Research 3.3 (2002): 114-127.
Barnes, S.J., and R.T. Vidgen. "WebQual: An Exploration of Web Site Quality." Proceedings of the eighth European Conference on Information Systems (2000): 298-305.
Batra, R., and O.T. Ahtola. "Measuring the hedonic and utilitarian sources of consumer attitudes." Marketing Letters 2.2 (1990): 159-170.
Bhatti, N., A. Bouch, and A. Kuchinsky. "Integrating user-perceived quality into web server design." Computer Networks 33 (2000): 1-16.
Broekhuizen, T.L.J., and K.J. Alsem. "Success factors for masscustomization: a conceptual model." Journal of Market-Focused Management 5 (2002): 309-330.
Burke, R.R., A. Rangaswamy, and S. Gupta. Rethinking Market Research in the Digital World. In J.Wind & V. Mahajan (Eds.), Digital Marketing. GlobalStrategies from the Worlds’ Leading Experts (pp.226-255). New York: John Wiley & Sons, 2001.
Campbell, D.J. "Task complexity: a review and analysis." Academy of Management Review 13.1 (1988): 40-52.
Carpenter, J.M., and M. Moore. "Utilitarian and hedonic shopping value in the US discount sector." Journal of Retailing and Consumer Services 16 (2009): 68-74.
Carpenter, J.M. "Consumer shopping value, satisfaction and loyalty in discount retailing." Journal of Retailing and Consumer Services 15.5 (2008): 358-363.
Childers, T.L., C. Carr, J. Peck, and S. Carson. "Hedonic and utilitarian motivations for online retail shopping behavior." Journal of Retailing 77.4 (2001): 511-535.
Chiou, Jyh-Shen, Cornelia Droge and Sangphet Hanvanich (2002), “Does Customer Knowledge Affect How Loyalty is Formed?” Journal of Service Research, 5, 113
Churchill, G.A., and C. Surprenant. "An investigation into the determinants of customer satisfaction." Journal of Marketing Research 19 (1982): 491-504. P
Collier, J.E., and C.C. Bienstock. "Measuring Service Quality in E-Retailing." Journal of Service Research 8.3 (2006): 260-275.
Crowley, A.E., E.R. Spangenberg, and K.R. Hughes. "Measuring the hedonic and utilitarian dimensions of attitudes toward product categories." Marketing Letters 3.3 (1992): 239-249.
Dahan, E, and J.R Hauser. "The Virtual Customer." Journal of Product Innovation Management 19 (2002): 332-353.
Davis, F.D., R.P. Bagozzi, and P.R. Warshaw. "Extrinsic and intrinsic motivation to use computers in the workplace." Journal of Applied Social Psychology 22.14 (1992): 1109-1130.
Davis, F.D. "Perceived usefulness, perceived ease of use, and user acceptance of information technology." MIS Quarterly 13.3 (1989): 319-340.
Davis, S. Future Perfect. New York: Addison-wesley, 1987. Print.
Davis Stanley M. (1987), “Future Perfect,” Addison-Wesley Publishing, Reading, MA
Dellaert, Benedict G. C and Stefan Stremersch (2003), “Customer Preferences for Mass Customization,” Working Paper, http://arno.unimaas.nl/show.cgi?fid=921
------ and ------ (2005), “Marketing mass-customized products: Striking a balance between utility and complexity,” Journal of Marketing Research, 42, 219-227.
------ and Pratidha Dadholkar (2009), “Increasing the Attractiveness of Mass Customization: The role of Complementary On-line Services and Range of Options”, International Journal of Electronic Commerce, 13, 3, 43-70
Elliot, M., and P. Speck. "Consumer perceptions of advertising clutter and its impact across various media." Journal of Advertising Research 38.1 (1998): 29-41.
Eppinger, Steven, and Karl Ulrich. Product Design and Development. New York: McGraw-Hill/Irwin, 2003.
Ernst and Young. "Internet Shopping: An Ernst and Young Special Report." Ernst and Young LLP . (1999)
Franke, N., and F. Piller. "Value Creation by Toolkits for User Innovation and Design: The Case of the Watch Market." Journal of Product Innovation Management 21 (2004): 401-415.
Franke, Nikolaus and Frank T. Piller (2003), “Key research issues in user interaction with configuration toolkits in a mass customization system,” International Journal of Technology Management, 26, 578–599.
------ and ------ (2004), “Configuration Toolkits for Mass Customization: Setting a Research Agenda,” The International Journal of Flexible Manufacturing Systems, 16, 313–334
------ and ------ (2004), “Toolkits for user innovation and design: an exploration of user interaction and value creation,” Journal of Product Innovation Management, 21:6, 401-415.
------- and Martin Schreier (2002), “Why customers value mass-customized products: The importance of process effort and enjoyment,” Working Paper, Journal of Product Innovation Management
Hart, C., and J.R. Taylor. "Value creation through MC. Achieving competitive advantage through mass customization." paper presented at the University of Michigan Business School seminar . (1996)
Hirschman, Elizabeth C. and Morris B. Holbrook (1982), “Hedonic consumption: Emerging concepts, methods and propositions,” Journal of Marketing, 46, 3, 92–101.
Hirschman, E., and M.B. Holbrook. "Expanding the Ontology and Methodology of Research on the Consumption Experience." In: Brinberg, D. and Lutz, R.J.. Editors, 1986. Perspectives on Methodology in Consumer Research. Springer Verlag, New York, (1986): 213-251.
Hoffman, D.L., and T.P. Novak. "Marketing in hypermedia computer-mediated environments: conceptual foundations." Journal of Marketing 60.3 (1995): 50-68.
Holbrook, M.B., and E.C. Hirschman. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun." Journal of Consumer Research 9.2 (1982): 132-140.
Holbrook, M.B. Consumer Value: A Framework for Analysis and Research. New York: Routledge, 1999.
Holbrook, M.B. The Nature of Customer Value, an Axiology of Services in the Consumption Experience. Thousand Oaks, CA: Sage Publications, 1994.
Huang, M.H. "Web performance scale." Information & Management 42 (2005): 841-852.
Hunt, K.H. "CS/D Overview and Future Directions." in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. H. Keith Hunt, ed Marketing

Science Institute. Cambridge (1977): 7-23.


Hwang, M.I., and J.W. Lin. "Information dimension, information overload and decision quality." Journal of Information Science 25.3 (1999): 213-219.
Jarvenpaa, S.L., and P.A. Todd. "Consumer reactions to electronic shopping on the World Wide Web." International Journal of Electronic Commerce 1.2 (1997): 59-88 .
Jones, M.A., K.E. Reynolds, and M.J. Arnold. "Hedonic and utilitarian shopping value: investigating differential effects on retail outcomes." Journal of Business Research 59 (2006): 974-981.
Johnson, M.D. and Gustafsson, A. (2000), “Improving customer satisfaction, loyalty, and profit: an integrated measurement and management system,” San Francisco: Jossey-Bass.
Jones, Michael A., David L. Mothersbaugh and Sharon E. Beatty (2000), “Switching Barriers and Repurchase Intentions in Services”, Journal of Retailing, 76, 2, 259-274
Kamali, Narges and Suzanne Loker (2002), “Mass Customization: On-line Consumer Involvement in Product Design.” Journal of Computer - Mediated Communication, 7, n.4
Katerattanakul, P. "Framework of effective web site design for business-to-consumer internet commerce." INFOR 40.1 (2002): 57-69.
Kim, S., and L. Stoel. "Apparel retailers: website quality dimensions and satisfaction." Journal of Retailing and Consumer Services 11 (2003): 109-117.
Kotler, P. Marketing Management (Marketing Management Millennium edition. Alexandria, VA: Prentice Hall, 2000.
Kumar, Ashok. "From mass-customization to mass-personalization: a strategic transformation." International Journal of Flexible Manufacturing Systems 19.4 (2007): 533-547.
Kurniawan, S. Hartati, Richard H.Y. So and Mitchell M. Tseng (2005) “Customer Decision Quality in Mass Customization” Department Of industrial Engineering & Engineering Management, Hong Kong University of Science & Technology.
LaBarbera, P., and D. Mazursky. "A longitudinal assessment of consumer satisfaction /dissatisfaction: the dynamic aspect of the cognitive process." Journal of Marketing Research 20 (1983): 393-404.
Lee, Sophie h., Anttesh Barua and Andrew B. Whinston (2000), “The Complementarity of Mass Customization and Electronic Commerce”, Economics of Innovation and New Technology, 9, 2, 81-110
Liu, C., and K.P. Arnett. "Exploring the factors associated with Web site success in the context of electronic commerce." Information & Management 38 (2000): 23-33.
Loiacono, E., R. Watson, and D.L. Goodhue. "WebQual: a measure of web site quality." Marketing Educators' Conference: Marketing Theory and Applications 13 (2002): 432-437.
Madu, C., and A. Madu. "Dimensions of e-quality." International Journal of Quality & Reliability Management 19.3 (2002): 246-258.

Manes, S. "Web Sites: Slow by Design?" InformationWeek 4 Aug. 1997: 124.


McDougall, G.H.G., and T. Levesque. "Customer satisfaction with services: putting perceived value into the equation." The Journal of services Marketing 14.5 (2000): 392-410.
Monroe, K.B. Pricing: Making Profitable Decisions. New York: McGraw-Hill, 1990.
Myers, J.H. "Measuring customer satisfaction: is meeting expectations enough?" Marketing Research 3.4 (1991): 35-43.
Nah, F., and S. Davis. "HCI research issues in e-commerce." Journal of Electronic Commerce Research 3.3 (2002): 98-113.
Oliver, R.L. "A cognitive model of the antecedents and consequences of satisfaction decisions." Journal of Marketing Research 17 (1980): 460-469.
Oliver, R.L. "Effect of expectation and disconfirmation on postexposure product evaluations: An alternative interpretation." Journal of Applied Psychology 62.4 (1977): 480-486.
Oliver, R.L. (1997), “Satisfaction: A Behavioral Perspective on the Consumer,” New York: Irwin/McGraw-Hill.
Oliver, Richard L. and John E. Swan (1989), “Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A field survey approach”, Journal on Marketing, 53, 21-35
Oliver, R.L., and W.S. DeSarbo. "Response determinants in satisfaction judgments." Journal of Consumer Research 14 (1988): 495-507.
Palmer, J. "Web site usability, design, and performance metrics." information systems research 13.2 (2002): 151-167.
Perea y Monsuwe, T., B.G.C. Dellaert, and K. de Ruyter. "What drives consumers to shop online? A literature review." International Journal of Service Industry Management 15.1 (2004): 102-121.
Peterson, R.A., and W.R. Wilson. "Measuring customer satisfaction: fact and artifact." Journal of the Academy of Marketing Science 20 (1992): 61-71.
Piller, Frank T. (2003), “Mass Customization”, 3rd edition, Wiesbaden: Garbler
------ (2005), “Innovation and Value Co-creation: integrating customers in the value creation process”, Cambridge, MA
------ and Christoph Berger (2003), “Customers as Co-Designers,” IEE Manufacturing Engineer, August/September
------ and Kathrin Möeslein (2002), “From economies of scale towards economies of customer integration: Value creation in mass customization based electronic commerce”, Arbeitsbericht Nr. 31 des Lehrstuhls für Allgemeine und Industrielle Betriebswirtschaftslehre der Technischen Universität München
------ and Melanie Muller (2004) “A new marketing approach to mass customization”, International Journal of Computer Integrated Manufacturing, 17, 589-593
------ and Mitchell M. Tseng (2003), “New Directions for Mass Customization- Setting an agenda for future research and practice in mass customization, personalization, and customer integration,” in Mitchell M. Tseng and Frank T. Piller “The Customer Centric Enterprise: Advances in Mass Customization and Personalization,” New York / Berlin: Springer 2003.
------, Petra Schubert, Michael Koch and Kathrin Möslein (2005), “Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities,” Journal of Computer-Mediated Communication, 10, 4
Pine, B. Joseph, II (1998), Mass Customisation – Die Wettbewerbsstrategie der Zukunft, Einfuhrung zu: Frank Piller: Kundenindividuelle Massenproduktion (Munchen/Wien), 1–17.

Pine, Joseph B. (1993), Mass Customization, Harvard Business School Press, Boston, MA


Pine, B. Joseph. Mass Customization: The New Frontier in Business Competition. New York: Harvard Business School Press, 1992.
Pine, B.J., D. Peppers, and M. Rogers. "Do you want to keep your customers forever." Harvard Business Review 73.2 (1995): 103-114.
Pine, M.J., and J.H. Gilmore. The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press, 1999.
Prahalad, C.K., and V. Ramaswamy. "Co-opting Customer Competence." Harvard Business Review 78.1 (2000): 79-87.
Prahalad, C.K., and V. Ramaswamy. "Co-creation experiences: The next practice in value creation." Journal of Interactive Marketing 18.3 (2004): 5-14.
Prahalad, Coimbatore K. and Venkat Ramaswamy (2004), “The Future of Competition: Co-Creating Unique Value with Customers,” Harvard Business School Press
Randall, Taylor, Christian Terwiesch, and Karl T. Ulrich (2005), “Principles for User Design of Customized Products”, California Management Review, 47, No 4
Reynolds, Kristy E. and Sharon E. Beatty (1999), “Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing,” Journal of Retailing, 75, 1, 11-32
Riemer, K. and Totz, C. (2001) ‘The Many Faces of Personalization - an Integrative Economic Overview’, in Mitchell M. Tseng and Frank T. Piller (Eds.) Proceedings of the World Congress on Mass Customization and Personalization MCPC 2001, Hong Kong
Rust, R.T., and R.L. Oliver. "Service Quality: Insights and Managerial Implications from the Frontier." In: Rust, Roland T. and Oliver, Richard L., Editors, 1994. Service Quality: New Directions in Theory and Practice Sage Publications.New York (1994): 1-19.
Sawhney, M., G. Verona, and E. Prandelli. "Collaborating to create: The Internet as a platform for customer engagement in product innovation." Journal of Interactive Marketing 19.4 (2005): 4-17.
Schreier, Martin (2006), “The value increment of mass-customized products: An Empirical Assessment and Conceptual Analysis of its Explanation,” Working paper, Journal of Consumer Behaviour 5/4, 317-327
Schroder, H., M. Driver, and S. Streufert. Human information processing. New York: Holt, Rinehart and Winston, 1967.
Spangenberg, E.R., K.E. Voss, and A.E. Crowley. "Measuring the hedonic and utilitarian dimensions of attitude: A generally applicable scale." Advances in Consumer Research 24.1 (1997): 235-241.
Szymanski, David M. And Richard T. Hise (2000), “E-Satisfaction: An Initial Examination,” Journal of Retailing, 76 (3), 309-323
Thomke, Stefan and Eric Von Hippel (2002), “Customers as Innovators: a new way to create value”, Harvard Business Review, 80, 4, 74
Tseng, Mitchell M. and Jianxin Jiao (2001), “Mass customization,” In G. Salvendy (ed) Handbook of Industrial Engineering, 3rd edition (Chichester: Wiley), 684–709.
Urban, G.L., and J.R. Hauser. Design and Marketing Of New Products. Englewood Cliffs, NJ: Prentice Hall, 1993.
Vargo, S.L., and R.F. Lush. " Evolving to a New Dominant Logic for Marketing." Journal of Marketing 68.1 (2004): 1-17.
Venkatesh, V. "Determinants of perceived ease of use: integrating control, intrinsic motivation, and emotion into the technology acceptance model." information systems research 11.4 (2000): 342-365.
Von Hippel, Eric (1986), “Lead Users: A Source of Novel Product Concepts,” Management Science, 32, 791–805
------ (1998), “Economics of Product Development by Users: the Impact of ‘sticky’ Local Information,” Management Science, 44, 5
------ (2001), “User toolkits for Innovation”, Journal of Product Innovation Management, 18, 4, 247
------ and Ralph Katz (2002), “Shifting Innovation to Users via Toolkits,” Management Science, 48, No. 7
Voss, K.E., E.R. Spangenberg, and B. Grohmann. "Measuring the hedonic and utilitarian dimensions of consumer attitude." Journal of Marketing Research 40.3 (2003): 310-320.
Wolfinbarger, Mary and Mary C. Gilly (2001), “Shopping online for freedom, control and fun,” California Management Review, 43, 34–56
Wolfinbarger, M., and M.C. Gilly. "eTailQ: dimensionalizing, measuring and predicting etail quality." Journal of Retailing 79.3 (2003): 183-198.
Yi, Y (1990), “A critical review of consumer satisfaction”, Review of Marketing, 1990, American Marketing Association, Chicago, 68-12
Zeithaml, Valarie A., Leonard L. Berry and A. Parasuraman (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, 60, 31-4
Zeithaml, V., A. Parasuraman, and A. Malhorta. "Service quality delivery through web sites: a critical review of extant knowledge." Journal of the Academy of Marketing Science 30.4 (2002): 362-375.
Zeithaml, V.A., A. Parasuraman, and A. Malhotra. "A conceptual framework for understanding e-service quality: implications for future research and managerial practice." Marketing Science Institute working paper (2000): Report No. 00-115.
Zeithaml, V.A. "Customer perceptions of price, quality, and value: a means-end and synthesis of evidence." Journal of Marketing 52 (1988): 2-22.

APPENDICES



Appendix A: Questionnaire



















Appendix B: Print screen Design Skins





Yüklə 1,25 Mb.

Dostları ilə paylaş:
1   2   3   4   5   6   7   8   9




Verilənlər bazası müəlliflik hüququ ilə müdafiə olunur ©genderi.org 2024
rəhbərliyinə müraciət

    Ana səhifə