กรอบแนวคิดเกี่ยวกับปัจจัยเชิงสาเหตุและปัจจัยผลลัพธ์ความผูกพันอย่างลึกซึ้งของลูกค้า
คำสำคัญ:
ปัจจัยสาเหตุ, ปัจจัยผลลัพธ์, ความผูกพันอย่างลึกซึ้ง, ความจงรักภักดีของลูกค้าบทคัดย่อ
สภาพแวดล้อมทางธุรกิจในปัจจุบันมีการเปลี่ยนแปลงแบบเป็นพลวัตและเน้นการสร้างปฏิสัมพันธ์ร่วมกันในระดับสูง บทบาทของการสร้างความผูกพันอย่างลึกซึ้งของลูกค้าในการสร้างประสบการณ์และคุณค่าร่วมกันเป็นประเด็นที่ได้รับความสนใจเพิ่มขึ้นในบริษัทที่ปรึกษาและผู้ปฏิบัติงานทางธุรกิจ อย่างไรก็ตาม การศึกษาความผูกพันอย่างลึกซึ้งของลูกค้าทางวิชาการและการเปรียบเทียบความสัมพันธ์ระหว่างสาเหตุและผลลัพธ์ที่ตามมายังมีอยู่อย่างจำกัด วัตถุประสงค์ของบทความนี้เป็นการสร้างกรอบแนวคิดในการศึกษาเกี่ยวกับปัจจัยเชิงสาเหตุและปัจจัยผลลัพธ์ที่เกิดจากความผูกพันอย่างลึกซึ้งของลูกค้า เพื่อพัฒนาให้ลูกค้าเกิดความผูกพันอย่างลึกซึ้ง อันจะนำไปสู่ความจงรักภักดีของลูกค้าในระดับที่ลึกซึ้งและคงอยู่ในระยะยาว
เอกสารอ้างอิง
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Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609.
Hollebeek, L. D., Glynn M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
Marketing Science Institute (2006). 2006-2008 research priorities: A guide to MSI research programs and procedures. Cambridge, MA: Marketing Science Institute.
Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99.
Mollen, A., & Wilson, H. (2010). Engagement,telepresence and interactivityin online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63, 919-925.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Oliver, R. L. (1999). Whence consumer loyalty?Journal of Marketing, 63, 33-44.
Park, W. C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Lacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Rittanon, M. (2010). Customer engagement: Looking at customers through the eyesof Kotler. Brandage Essential, 4(2), 37-49. [In Thai]
Santos, C. P., & Fernandes, D. V. H. (2008).Antecedents and consequences of consumer trust in the context of service recovery. Brazilian Administration Review,5(3), 225-244.
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272.
Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The internet as a platform for customer engagement in product innovation. Journal of InteractiveMarketing, 19(4), 4-17.
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48-49.
Tiangtham, S. (2010). CRM-CEM important foundation to customer engagement. Brandage essential, 4(2), 72-81. [In Thai]
Tikkanen, H., Hietanen, J., Henttonen, T., &Rokka, J. (2009). Exploring virtual worlds: Success factors in virtual worldmarketing. Management Decision, 47(8), 1357-1381.
Tungpradit. W., Anurit, P., & Mualchontam, R. (2017). Building brand equity through brand personality brand image influencing buying behavior of facial care cosmetic products in Thailand. Modern Management Journal, 15(1), 161-174. [In Thai]
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick,D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Consumer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145.
Wei, W., Miao, L., & Huang, Z. (2013). Customer engagement behaviors and hotel responses. International Journal of Hospitality Management, 33, 316-330.
Ashley, C., Noble, S. M., Donthu, N., & Lemon, K. N. (2011). Why customers won’t relate: Obstacles to relationship marketing engagement. Journal of Business Research, 64, 749-756.
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiplestore environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120–141.
Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985.
Bowden, J. L. (2009). The process of customerengagement: a conceptual Framework.Journal of Marketing Theory and Practice, 17(1), 63-74.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66, 105-114.
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a facebook brand community. Management Research Review, 35(9), 857–877.
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609.
Hollebeek, L. D., Glynn M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
Marketing Science Institute (2006). 2006-2008 research priorities: A guide to MSI research programs and procedures. Cambridge, MA: Marketing Science Institute.
Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99.
Mollen, A., & Wilson, H. (2010). Engagement,telepresence and interactivityin online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63, 919-925.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Oliver, R. L. (1999). Whence consumer loyalty?Journal of Marketing, 63, 33-44.
Park, W. C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Lacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Rittanon, M. (2010). Customer engagement: Looking at customers through the eyesof Kotler. Brandage Essential, 4(2), 37-49. [In Thai]
Santos, C. P., & Fernandes, D. V. H. (2008).Antecedents and consequences of consumer trust in the context of service recovery. Brazilian Administration Review,5(3), 225-244.
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272.
Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The internet as a platform for customer engagement in product innovation. Journal of InteractiveMarketing, 19(4), 4-17.
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48-49.
Tiangtham, S. (2010). CRM-CEM important foundation to customer engagement. Brandage essential, 4(2), 72-81. [In Thai]
Tikkanen, H., Hietanen, J., Henttonen, T., &Rokka, J. (2009). Exploring virtual worlds: Success factors in virtual worldmarketing. Management Decision, 47(8), 1357-1381.
Tungpradit. W., Anurit, P., & Mualchontam, R. (2017). Building brand equity through brand personality brand image influencing buying behavior of facial care cosmetic products in Thailand. Modern Management Journal, 15(1), 161-174. [In Thai]
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick,D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Consumer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145.
Wei, W., Miao, L., & Huang, Z. (2013). Customer engagement behaviors and hotel responses. International Journal of Hospitality Management, 33, 316-330.
ดาวน์โหลด
เผยแพร่แล้ว
2020-01-23
รูปแบบการอ้างอิง
เดชธำรงค์ อ., & จันทร์สนาม ว. (2020). กรอบแนวคิดเกี่ยวกับปัจจัยเชิงสาเหตุและปัจจัยผลลัพธ์ความผูกพันอย่างลึกซึ้งของลูกค้า. วารสารการจัดการสมัยใหม่, 17(2), 1–8. สืบค้น จาก https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/view/130335
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