The Casual Relationship Models Between Customer Experience and Brand Advocacy of Thailand’s Cosmetics Industry
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Published:
May 4, 2021
Keywords:
Customer Experience Brand Advocacy Thailand’s Cosmetics Industry
Main Article Content
Abstract
This study was the casual relationship models between customer experience and brand advocacy of Thailand’s cosmetics industry. This research aimed to study the impact of customer experience factor on brand advocacy of Thailand’s cosmetics industry. This study was quantitative research, collected data from 420 Thai cosmetics companies with full online marketing campaigns. The data analytic by structural equation model (SEM) explained the relation and effect between the construct variables.
The result indicated that the customer experience impacted brand advocacy. Also, inbound marketing, digital marketing, gamification, and brand authenticity impacted customer experience. By the way, inbound marketing and brand authenticity impacted customer experience.
Article Details
Section
Research Articles
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
References
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Baumann, C., Elliot, G., & Hamin, H. (2011). Modelling customer loyalty in financial services - A hybrid of formative and reflective constructs. International Journal of Bank Marketing, 9 (3), 247-267
Bezhovski, Z. (2015). Inbound Marketing - A New Concept In Digital Business. International Scientific Conference of the Romanian, German University of Sibiu, 27-34.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior. 10th edition, South Western: Thomson Learning.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52-68.
Buttle, F., & Burton, J. (2002). Does service failure influence customer loyalty? Journal of Consumer Behavior, 1 (3), 217-227.
Coviello, N., Milley, R. and Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15 (4), 18-33.
Csikszentmihalyi, M. (1998). Finding Flow: The Psychology of Engagement with Everyday Life. New York: Basic Books.
Dabholkar, P., Dayle, T., & Joseph, R. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Sciences, 24 (1), 3-16.
Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing. 38 (5/6), 573-92.
Eggers, F., Kraus, S., Hughes, M., Laraway, S., & Snycerski, S. (2013). Implications of customer and entrepreneurial orientations for SME growth. Management Decision, 51 (3).
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Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25 (5), 395-410.
Geyskens, I., Jan-Benedict, E., Steenkamp, M., Scheer, L. & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: a transatlantic study. International Journal of Research in Marketing, 13 (4), 303-317.
Gupta, P., Laddha, S., & Singh, S. (2017). Brand Advocacy and Brand Bonding: New Parameters in Consumer Purchase Decision Journey in the Digital World. SIES Journal of Management, 13 (1), 89-100.
Ha, Youl. H., & Perks, H. (2005). Effects of Consumer Perceptions of Brand Experience on The Web: Brand Familiarity, Satisfaction and Brand Trust. Journal of Consumer Behaviour, 4 (6), 438- 42.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. (5th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Holbrook, M. B. (2000). The Millennial Consumer in the Texts of Our Times: Experience and Entertainment. Journal of Macro Marketing, 20 (2), 178-192.
Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligency & Planning, 26 (1), 26-42.
Klaus, P., & Maklan, S. (2012). EXQ: A Multiple Scale for Assessing Service Experience. Journal of Service Management, 23 (1), 5-33.
Klaus, P., & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55 (2), 227-246.
Lemke, F., Clark, M., & Wilson, J. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39, 846-869.
Levitt, T. (1960). Marketing Myopia. Harvard Business Review, 38 (4), 45-56.
Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behavior, 4 (5), 319-329.
Mutyala, S. (2010). The loyalty ladder: A sideways look. Eight Leaves. Retrieved 3 January 2019 from http://www.eightleavesmedia.com/2010/04/the-loyalty-ladder-a-sideways-look/
Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36, 83-96.
Pickton, D., & Masterson, R. (2010). Marketing: An introduction. United Kingdom: SAGE Publications.
Rhoden, M. (2011). Cultivating customer advocates: more than satisfaction and loyalty. Peppers & Rogers Group white paper, 21.
Ryan, D., & Jones, C. (2009). Understanding Digital Marketing: Marketing Strategies for engaging in the digital generation. London: Kogan Page Limited.
Saunders, M., Lewis, P., & Thornhill, A. (2015). Research Methods for Business Students. (5th ed.). London: Prentice Hall.
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press.
Voss, C. & Zomerdijk, L. (2007). Innovation in experiential services – an empirical view, in Innovation in Services. London: DTI, 97-134.
Voss, C., Roth, A. V., & Chase, R. B. (2008). Experience, service operations strategy, and services as destinations: Foundations and exploratory investigation. Production and Operations Management, 7, 247-266.
ธนาคารกรุงไทย (2560) . ตลาดเครื่องสำอางค์. ค้นเมื่อ 5 สิงหา https://sme.krungthai.com/sme/productListAction.action?command=getDetail&cateMenu=KNOWLEDGE&cateId=32&itemId=60
Abidin, C. (2016). Please subscribe!: influencers, social media, and the commodification of everyday life. Sociology.
Adobe. (2016). Digital Trends for 2016. Retrieved August 5, 2018, from https://offers.adobe.com/content/dam/offermanager/en/uk/marketing/wp/Adobe_Econsultancy_Digital_Trends_2016.pdf
Baumann, C., Elliot, G., & Hamin, H. (2011). Modelling customer loyalty in financial services - A hybrid of formative and reflective constructs. International Journal of Bank Marketing, 9 (3), 247-267
Bezhovski, Z. (2015). Inbound Marketing - A New Concept In Digital Business. International Scientific Conference of the Romanian, German University of Sibiu, 27-34.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior. 10th edition, South Western: Thomson Learning.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52-68.
Buttle, F., & Burton, J. (2002). Does service failure influence customer loyalty? Journal of Consumer Behavior, 1 (3), 217-227.
Coviello, N., Milley, R. and Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15 (4), 18-33.
Csikszentmihalyi, M. (1998). Finding Flow: The Psychology of Engagement with Everyday Life. New York: Basic Books.
Dabholkar, P., Dayle, T., & Joseph, R. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Sciences, 24 (1), 3-16.
Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing. 38 (5/6), 573-92.
Eggers, F., Kraus, S., Hughes, M., Laraway, S., & Snycerski, S. (2013). Implications of customer and entrepreneurial orientations for SME growth. Management Decision, 51 (3).
Ehrlich, S. (2013). The Age of Influencers: How to Engage Influencers to Amplify Your PR Program. Retrieved January 3, 2019, from https://www.bulldogreporter.com/the-age-of-influencers-how-to- engage-influencers-to-amplify-your-pr/
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25 (5), 395-410.
Geyskens, I., Jan-Benedict, E., Steenkamp, M., Scheer, L. & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: a transatlantic study. International Journal of Research in Marketing, 13 (4), 303-317.
Gupta, P., Laddha, S., & Singh, S. (2017). Brand Advocacy and Brand Bonding: New Parameters in Consumer Purchase Decision Journey in the Digital World. SIES Journal of Management, 13 (1), 89-100.
Ha, Youl. H., & Perks, H. (2005). Effects of Consumer Perceptions of Brand Experience on The Web: Brand Familiarity, Satisfaction and Brand Trust. Journal of Consumer Behaviour, 4 (6), 438- 42.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. (5th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Holbrook, M. B. (2000). The Millennial Consumer in the Texts of Our Times: Experience and Entertainment. Journal of Macro Marketing, 20 (2), 178-192.
Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligency & Planning, 26 (1), 26-42.
Klaus, P., & Maklan, S. (2012). EXQ: A Multiple Scale for Assessing Service Experience. Journal of Service Management, 23 (1), 5-33.
Klaus, P., & Maklan, S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55 (2), 227-246.
Lemke, F., Clark, M., & Wilson, J. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39, 846-869.
Levitt, T. (1960). Marketing Myopia. Harvard Business Review, 38 (4), 45-56.
Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behavior, 4 (5), 319-329.
Mutyala, S. (2010). The loyalty ladder: A sideways look. Eight Leaves. Retrieved 3 January 2019 from http://www.eightleavesmedia.com/2010/04/the-loyalty-ladder-a-sideways-look/
Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36, 83-96.
Pickton, D., & Masterson, R. (2010). Marketing: An introduction. United Kingdom: SAGE Publications.
Rhoden, M. (2011). Cultivating customer advocates: more than satisfaction and loyalty. Peppers & Rogers Group white paper, 21.
Ryan, D., & Jones, C. (2009). Understanding Digital Marketing: Marketing Strategies for engaging in the digital generation. London: Kogan Page Limited.
Saunders, M., Lewis, P., & Thornhill, A. (2015). Research Methods for Business Students. (5th ed.). London: Prentice Hall.
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press.
Voss, C. & Zomerdijk, L. (2007). Innovation in experiential services – an empirical view, in Innovation in Services. London: DTI, 97-134.
Voss, C., Roth, A. V., & Chase, R. B. (2008). Experience, service operations strategy, and services as destinations: Foundations and exploratory investigation. Production and Operations Management, 7, 247-266.