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ردیف | عنوان | نوع |
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1 |
Calculating tourists customer equity and maximizing the hotels ROI
محاسبه خرید گردشگران و به حداکثر رساندن ROI هتل-2018 This study is the first attempt to calculate customer equity (CE) and to project the marketing return on investment (ROI) by using risk simulation in the context of tourism and hospitality. Based on the results from focus groups and an online survey of tourists, the study identified the five CE drivers, the CE-based market segments, and demonstrated the calculation of CE related to tourists CE segments and hotel type. The marketing effort responsiveness for each hotel profile was measured by using the three input variables for calculating customer lifetime value (CLV) and CE. Findings include that the tourists five CE segments have different financial impact of CE drivers according to the hotel type and high-end hotels have the largest success regarding significant CE drivers in terms of ROI and CE. Theoretical and managerial implications were suggested regarding the application of the CE and its measurement.
keywords: Customer equity| Customer equity drivers| Customer equity-based segmentation| Customer lifetime value| @ Risk simulation| Tourists hotel selection |
مقاله انگلیسی |
2 |
Community engagement and online word of mouth: An empirical investigation
تعامل اجتماعی و کلمه آنلاین از دهان : تحقیق تجربی-2017 How customer engagement in a firm’s social media marketing platform − online brand community − might
affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To
this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce
transactions, and customers’ post-purchase reviews. Using a control function approach, we find that consumer
engagement in a brand community not only increases the likelihood of generating post-purchase reviews but also
increases the likelihood of posting positive online reviews. Furthermore, we find that customer tenure has a
positive moderating effect.
Keywords: Online brand community | Online product review | Community engagement | Word of mouth | Customer tenure |
مقاله انگلیسی |