Dissertations / Theses on the topic 'Customer engagement value'

Cette thèse traite de la compréhension de l’engagement client dans un contexte multicanal. Le flot de littérature sur le marketing multicanal présente plusieurs lacunes théoriques et managériales, telles que les impacts dynamiques de l’adoption multicanal sur la valeur client, la quantification de la rentabilité des campagnes marketing, le comportement multicanal à travers les marques, etc. (Neslin et al. 2014; Neslin and Shankar 2009). Cette thèse a pour but d’éclairer les impacts dynamiques de l’engagement client sur la valeur client et les revenus de l’entreprise dans un contexte multicanal. Le Chapitre 1 aborde les « Impacts dynamiques du canal d’acquisition et de l’adoption multicanal sur la valeur vie client ». Au Chapitre 2, « antécédents et conséquences de l’utilisation des codes promotionnels », nous étudions le processus d’utilisation des codes promotionnels et la rentabilité de telles campagnes. Au Chapitre 3, « Modéliser les impacts de l’achat multicanal sur le choix de marque », nous étudions la question du comportement en termes de choix d’une marque dans un environnement multicanal. Dans l’ensemble, cette thèse étudie divers engagements client et leurs effets sur la valeur client et les revenus de l’entreprise. Du point de vue théorique, c’est une contribution aux publications sur le marketing dans les domaines du marketing multicanal, de la valeur vie client, des promotions et des choix de marques. Elle propose une approche exhaustive de l’engagement client et de la valeur client dans un contexte multicanal. Dans une optique de gestion, cette étude propose aux entreprises des méthodologies novatrices pour gérer leur clientèle au niveau individuel, ainsi que de nouveaux modèles pour évaluer les activités de marketing multicanal
This dissertation aims to investigate the dynamic impacts of customer engagement on customer value and firm revenues in a multichannel context. I address this research question in three chapters. In chapter 1, we propose a hidden Markov model to understand the dynamic effects of acquisition channel and multichannel adoption on the customer-firm relationship and to estimate the customer lifetime value. The results show that multichannel customers acquired from offline channels exhibit higher short-term value than multichannel customers acquired from online channels. In contrast, multichannel customers acquired from online channels are more likely to stay in a higher value state in the long run. In the long run, multichannel customers acquired from offline channels are more valuable than other customers. Chapter 2 focuses on promo code redemption behaviors. We conduct the research using a field experiment. We identify the determinants of opening, clicking the email and the final redemption behavior using a simultaneous multiple equation probit model. In our setting, we find that 11% of the profitability of the promo code campaign stems from eligible purchases without redemption. By targeting those customer segments that are more likely to make eligible purchases without redemption, the average profitability increases. In Chapter 3, we investigate how multichannel behavior impacts brand choice in a grocery setting. Our research develops a hierarchal Bayesian brand choice decision model to understand how multichannel adoption impacts brand choice decision, brand size-of-wallet, and brand share-of-wallet. Our results show that brand choice probability increases in general after consumers become multichannel. We also find that consumers increase both the size-of-wallet and share-of-wallet for the brand which they first purchase online, yet do not necessarily decrease the share-of-wallet for other brands

While innovation has been a critical tool for the success of hospitality businesses, there has been little research concerning how hospitality service innovation is created. Focusing on knowledge development for service innovation, this dissertation examines hospitality open innovation processes by highlighting the critical role of customers as important external stakeholders for knowledge creation. More specifically, this research examines how hospitality brand community members engage in brand activities that co-create non-transactional knowledge value for open innovation. To achieve the research purpose, the dissertation consists of four independent studies. The design of the four studies followed a theory development process focusing on bibliometric analysis (Study 1), exploratory analysis (Study 2), empirical analysis (Study 3), and experimental analysis (Study 4). Study 1 conducted bibliometric co-citation analysis to examine the foundation and evolution of the service innovation research in both hospitality and tourism and service management literature. Study 2 examined how hospitality (hotel) customers engage in an online brand community and what types of value are co-created from their engagement behaviors. Study 3 empirically developed a multi-dimensional measure of customer engagement behaviors for co-creating non-transactional value. Lastly, Study 4 examined how hospitality online brand community members participate in open innovation behaviors as a result of customer empowerment and social recognition. Study 1 identified critical research opportunities for future hospitality and tourism research in terms of innovation creation, diffusion, and evaluation. Most importantly, open innovation via customer engagement was identified as a critical topic to understand hospitality innovation creation. In Study 2, customer engagement behaviors, motivations, and value co-creation were qualitatively analyzed in the context of an online hotel brand community. Using mixed-methods, including netnography analysis and qualitative written interviews, a conceptual framework of value co-creation via customer engagement was developed. Based on this framework, Study 3 developed a scale consisting of 15 items measuring customer engagement behaviors in terms of influential-experience value, C-to-B innovation value, relational value, and citizenship value. Lastly, Study 4 found a causal process that customer empowerment makes a positive impact on the intention of open innovation engagement and the creativity of ideas by mediating intrinsic motivation.
Doctor of Philosophy
While innovation has been a critical tool for the success of hospitality businesses, there has been little research concerning how hospitality service innovation is created. Focusing on knowledge development for service innovation, this dissertation examines hospitality open innovation processes by highlighting the critical role of customers as important external stakeholders for knowledge creation. More specifically, this research examines how hospitality brand community members engage in brand activities that co-create non-transactional knowledge value for open innovation. To achieve the research purpose, the dissertation consists of four independent studies. The design of the four studies followed a theory development process focusing on bibliometric critical literature review analysis (Study 1), exploratory analysis (Study 2), empirical analysis (Study 3), and experimental analysis (Study 4). Specifically, Study 1 critically analyzed service innovation academic studies published in the last decade in both hospitality and tourism and service management journals to get insights into future research directions. Study 2 analyzed how hospitality (hotel) customers engage in online brand community activities in terms of the benefits of the behaviors and the motivations for the engagement behaviors. Study 3 developed a practical tool to measure customer engagement behaviors. Lastly, Study 4 investigated how hospitality online brand community members participate in idea sharing behaviors in terms of customer empowerment and social recognition. Study 1 identified critical research opportunities for future hospitality and tourism research in terms of innovation creation, diffusion, and evaluation. Most importantly, open innovation via customer engagement was identified as a critical topic to understand hospitality innovation creation. Focusing on the open innovation, Study 2 analyzed hospitality customers' various engagement activities and contents created from the activities in an online hotel brand community. A conceptual framework of value co-creation via customer engagement behaviors was developed. Based on this framework, Study 3 developed a scale consisting of 15 items measuring customer engagement behaviors in terms of influential-experience value, C-to-B innovation value, relational value, and citizenship value. Lastly, Study 4 found that customers are likely to share their service ideas with hospitality practitioners when they enjoy doing so with the belief that their ideas can affect brand management decisions.

A gap in the knowledge base was found in that no research had been performed examining customer satisfaction as an antecedent to co-creation of value. This is important because organizations have difficulty engaging customers in co-creation of value, which has can increase loyalty, trust, innovation, and competitive advantage. The purpose of this study was to examine the relationship between customer satisfaction, as well as its constructs, and engagement in co-creation of value. Because an examination was made of interactions between individuals, the social exchange theory was used as foundational support for the study. The theory states that behavior between individuals is determined by the rewards and costs involved. Six research questions were used regarding the relationship between customer satisfaction, each of its components, and customer engagement in co-creation of value. A survey was distributed in a convenience manner until 256 adults who lived in the United States and had recently experienced hotel services responded. Data were examined using Pearson correlations and ordinary least squares multiple regressions to answer the research questions. The findings indicated overall customer satisfaction (r = .409, p < .001), reliability (r = .446, p < .001), assurance (r = .413, p < .001), tangibles (r = .227, p < .001), empathy (r = .369, p < .001), and responsiveness (r = .399, p < .001) each had a significant and positive relationship with customer engagement in co-creation of value. Recommendations for future research include examination of other potential engagement factors and development of an engagement platform.

The growth of the smartphone market and the development of mobile applications for these devices has given created what literature has labelled an Application (App) economy or Application market. The sales income derived from selling mobile applications are driving the income in the economy with projected growth worldwide of USD 75 billion by 2017. By 2020, an estimated 5.8 billion smartphones globally are expected to be in use; this is an increase of 2.6 billion from the 2015 figures. Despite the robust growth and increased usage, many mobile applications are still not utilised by customers. There is limited studies and understanding of the elements that influence the customer decision or motivate the customer to buy them or to use them to a greater extent. The objective of this study is to discover the motivation aspects that drive the use of these mobile applications. The study looked at three motivators to ascertain which of these impacted the customer engagement. The study further aimed to analyse the relationship between these motivators to the customer satisfaction as well as the customer perceived value. The study tested the hypotheses method using a quantitative study to undertake a directional test. An internet -based survey was circulated for the data collection process. The survey was finalised with 134 respondents across gender, age and geographical location. The analysis supported the nine hypothesis factors. The study outcomes confirmed the presence of a relationship between the utilitarian, hedonic and social motivations to engage, with customer satisfaction; the existence of a relationship between the three engagement motivations with customer perceived value as well as a relationship between customer satisfaction and customer perceived value. The recommendation was, therefore, to encourage developers of the mobile applications into consideration what drives the customer to engage and for companies to incorporate mobile applications to a greater extent in their customer growth strategies. The recommendation was, by understanding what drives their customer to iii engage with mobile applications, companies would be better equipped in designing strategies that are more focused based on insight.
Mini Dissertation (MBA)--University of Pretoria, 2017.
sn2017
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted

To an ever greater extent, customers desire experiences that are highly emotional, personally designed and memorable. Today’s customer has an increasing need to be entertained and often searches for pleasurable offerings of hedonic value. Many academics also argue that commercial experiences deliver a higher customer value than goods and services. More research regarding the character of the commercial experience is needed to understand the needs of the customer and what creates value to the customer. However the existing tools and methods for measuring customer value and customer satisfaction seldom contain the elements pointed out as important to customers in a commercial experience. Is it enough to focus on values, methods and tools developed within for instance Total Quality Management (TQM) or is there a need for further development to include the offering of a commercial experience?  The overall purpose of this thesis has been to explore the field of commercial experiences and establish new knowledge on how customer value is created when delivering commercial experiences. Within the overall purpose the research also intended to contribute to the area of quality development. In order to fulfill the overall purpose three research questions were asked and three case studies and one validation study were conducted. In the first case study, focus was on exploring the commercial experience sector and searching for best practices as regards how to create value to the customer. One organization was studied and empirical data was collected by site visit, direct observation, participant observation, open seminars, follow-up interview questions and documentation. In the second case study the aim was on how organizations were working to create customer value in commercial experiences. Empirical data was collected at eight organizations where top managers were interviewed. In the third study the aim was to develop a method or tool to measure customer value in a commercial experience. A validation study and a case study were conducted. In the validation study a questionnaire was developed as a measuring tool for commercial experiences and later tested on customers in the third and last case study.  The findings in the three case studies presented in this thesis contribute to expanding earlier research concerning commercial experiences and how customer value is created when delivering them. From the findings of research the commercial experience is defined as “a memorable event that the customer is willing to pay for” and identified as a unique business offering providing hedonic customer value. Further the findings describe the commercial experience by three vital factors: strong engagement, highly emotional and being memorable. To additionally describe the characterizing elements of the commercial experience, the research identified these factors as important to customers: having fun, novelty, surprise, learning, a challenge, co-creation, the unexpected, storytelling, being in control, the venue for the experience (or the room of the experience), personal contact with staff and emotions creating strong engagement. Using the theory of attractive quality by Kano is suggested as one way to recognize elements of high customer value and to identify and deliver the unexpected, novelty and surprise the customers.  Further findings of the research revealed that existing tools and methods developed for measuring customer value and satisfaction do not sufficiently consider or measure the effect of customer emotions or the characterizing elements of the commercial experience. As a consequence, a questionnaire was developed and tested to identify and measure elements of value to customers in a commercial experience. From the results, a new instrument for measuring variables of value in a commercial experience is proposed. One of the conclusions is that a specific tool for measuring customer value in commercial experiences is both required and needed. It was also concluded that there is a shortage of well-known and applied methods for measuring customer value in commercial experiences and that further research of this area is needed.  The research presented in this thesis also proves that successful organizations delivering commercial experiences have a strong organizational culture built on core values. The conclusion was that working according to the core values of TQM is also a successful approach for these organizations, even though this does not seem to be enough. The characterizing element “co-creating” the experience between the customer and the provider was identified as a vital factor of business success. Giving the customer the power to affect the outcome within certain limitations and an opportunity to enhance the customer value meant that the experience becomes more personal and delivers a higher customer value than other offerings. Further identified ways of working to enhance customer value in the offering were: to recruit and select co-workers not only on competence and skills but also based on the core values; to stimulate creative thinking among co-workers and to further enhance the offering with storytelling and theming. These ways of working were categorized as specific and more unique or necessary in the experience industry and can therefore be vital in the competition between different organizations to deliver superior customer value.
I en allt större utsträckning letar kunder efter att konsumera upplevelser som berör på ett emotionellt plan, är personligt utformade och minnesvärda. Dagens kunder har ett växande behov av att underhållas och letar allt oftare efter erbjudanden enbart för nöjes skull. Flera forskare är överens om att kommersiella upplevelser handlar om att leverera ett högre kundvärde än för varor och tjänster. Det behövs mer forskning kring vad en kommersiell upplevelse innehåller för viktiga egenskaper som skapar värde för kunden samt att öka förståelsen kring kundens behov. De befintliga metoder och verktyg för att mäta kundvärde och kundnöjdhet innehåller få av de egenskaper som utpekas som vitala för en kommersiell upplevelse. Räcker det att arbeta med de värderingar, metoder och verktyg som utvecklats inom till exempel offensiv kvalitetsutveckling (TQM) eller behövs det ytterligare utveckling för att även inkludera den kommersiella upplevelsen?  Det övergripande syftet med den här avhandlingen har varit att utforska området av kommersiella upplevelser och öka kunskapen kring hur kundvärde skapas när en kommersiell upplevelse levereras. Inom ramen för det övergripande syftet fanns även ett fokus att forskningen skulle bidra till ämnesområdet kvalitetsutveckling. För att uppfylla det övergripande syftet har tre forskningsfrågor ställts och tre fallstudier och en valideringsstudie genomförts. I den första fallstudien var syftet att utforska området av kommersiella upplevelser, inhämta kunskap och leta efter goda exempel för att skapa förståelse för hur kundvärde skapas inom kommersiella upplevelser. En utvald organisation studerades och besöktes. Empirisk data insamlades genom flera olika datakällor såsom direkt observation, deltagande observation, insamling av dokument, öppna seminarier och uppföljande intervjufrågor. I den andra fallstudien var syftet att studera hur organisationer arbetar med att skapa kundvärde i en kommersiell upplevelse. Den empiriska datainsamlingen insamlades via intervjuer med högsta ledningen i åtta olika organisationer. I den tredje och sista studien var syftet att utveckla ett sätt att mäta kundvärdet i en kommersiell upplevelse. Studien delades in i två delar, en valideringsstudie för att utveckla ett sätt att mäta och en fallstudie där mätverktyget testades bland kunder i en kommersiell upplevelse. Resultatet av de tre fallstudierna som presenteras i avhandlingen bidrar till en vidareutveckling av tidigare forskning om kommersiella upplevelser och hur kundvärde skapas när en kommersiell upplevelse levereras. Som ett resultat av forskningen definieras en kommersiell upplevelse som “en minnesvärd händelse som kunden är beredd att betala för” och identifieras som ett unikt erbjudande som innehåller ett hedoniskt kundvärde. Vidare visar forskningsresultaten på att den kommersiella upplevelsen utgörs av tre viktiga faktorer för kunden såsom att vara djupt engagerande, starkt känslomässigt berörande och minnesvärd. För att ytterligare beskriva upplevelsens karaktärsdrag har ett flertal egenskaper identifierats som ett resultat av fallstudie tre. En användning av Kanos teorier om attraktiv kvalitet föreslås som ett sätt att fortsätta arbetet med att identifiera egenskaper som dels kan skapa ett högre kundvärde men också för att kunna överraska, leverera något nytt och ge kunden det oväntade som ofta efterfrågas. Forskningsresultaten påvisar en brist bland befintliga mätverktyg och metoder för kundvärde och kundnöjdhet att mäta effekten av ett känslomässigt värde och de övriga egenskaper som utpekas viktiga för kommersiella upplevelser. Som en följd av det utvecklas en enkät för att identifiera och mäta viktiga egenskaper av värde för kunden i en kommersiell upplevelse. Från resultaten föreslås ett nytt mätinstrument för att mäta värdefulla egenskaper i en kommersiell upplevelse. En av slutsatserna är att mätverktyg specifikt utvecklade för att mäta kundvärdet i kommersiella upplevelser behövs. Erkända och tillämpade metoder för att mäta kundvärdet i en kommersiell upplevelse identifieras som en brist och mer forskning behövs inom området. Forskningen i avhandlingen visar att framgångsrika organisationer som levererar kommersiella upplevelser har en stark organisationskultur som bygger på värderingar. En av slutsatserna var att arbeta enligt kärnvärderingarna inom offensiv kvalitetsutveckling är en framgångsrik metod, även för organisationer som erbjuder kommersiella upplevelser. Men det verkar inte vara tillräckligt. En annan viktig framgångsfaktor som identifieras är att samskapa (co-create) upplevelsen mellan kund och leverantör. Det ger kunden möjligheten att påverka resultatet av upplevelsen inom vissa begränsningar och därmed en chans att förstärka kundvärdet, bli mer personlig och leverera ett högre kundvärde än andra erbjudanden. Vidare identifierade arbetssätt för att öka kundvärdet i erbjudandet var: rekrytera och välj medarbetare baserat på kompetens, färdigheter och värderingar; stimulera kreativt tänkande bland medarbetare; samt förstärk erbjudandet genom användningen av storytelling och tematisering. Dessa arbetssätt kategoriseras som specifika och mer unika eller nödvändiga inom upplevelseindustrin och kan vara avgörande i konkurrensen mellan olika organisationer för att leverera ett högre kundvärde.

The age of traditional marketing is beginning to end and the digital revolution will continueits journey. Today, most companies meet their business customers for the first time in a digitalenvironment and decision-makers stay longer more frequently in the digital world beforeinitiating contact with a company. Many argue that companies need to connect, collaborateand co-create with others to be able to succeed. Content marketing and value co-creation arejust some of the methodologies companies could adopt in order to succeed. Previous researchhas investigated value co-creation and partly content marketing, but these combined areashave not been previously researched together. Especially not from a business to businessperspective which this thesis has conducted. This study was initiated based on previousresearch, where a gap was found regarding these subjects. Therefore, the aim of this researchwas to study how value co-creation can be achieved through content marketing, from anenterprise perspective.This research was constructed by performing a multiple-case study on two Swedishcompanies, with two employees on each company. The data collection resulted in valuableinsights regarding the process of value co-creation and content marketing. The theoretical andempirical findings include similar views of the research areas, which are further presented inthe discussion chapter where the DARTT model has been used as a tool. Additionally, thisstudy proves it is possible to co-create value with a business's customers through contentmarketing and it also presents a general suggestion of how it can be achieved. Lastly, we hopeour thesis has the potential of acting as a base for further research, such as exploring the mosteffective digital platforms within content marketing from a business to business perspective,since it was not the purpose of this study to present that kind of insight.
Den digitala revolutionen kommer att fortsätta påverka dagens marknadsföring och dentraditionell marknadsföringen börjar att hamna i skymundan för de nya trenderna. Mångaföretag möter idag sina företagskunder för första gången i en digital miljö och flerbeslutsfattare än någonsin stannar kvar i den digitala världen innan de initierar kontakt medett företag. Många argumenterar även för att företag ska sammarbeta och samskapa med andraparter för att kunna nå framgång. Innehållsmarknadsföring och samskapande av värde ärnågra metodiker som företag kan anta för att kunna lyckas fortsätta attrahera kunder i endigital miljö. Tidigare forskning har undersökt samskapande av värde och även till viss delinnehållsmarknadsföring, men dessa områden har inte tidigare blivit undersökta tillsammans.Speciellt inte från ett business to business perspektiv som denna uppsats innehar. Dennastudie initierades på grund av tidigare forskningen, där ett gap hittades mellan dessa områden.Syftet med denna forskning är att studera hur samskapande av värde tillsammans med kundenkan bli utfört genom innehållsmarknadsföring, från ett företagsperspektiv.Denna studien är utförd med hjälp av en multipel fallstudie på två svenska företag, där tvåanställda har intervjuats på varje företag. Datainsamlingen resulterade i relevant insikt inomföretagens processer angående samskapande av värde och framtida kampanjer inominnehållsmarknadsföring. Både tidigare forskning och empirin inkluderar liknande perspektivinom forskningsområdena, vilket är presenterat i diskussionskapitlet där DARTT modellenhar används som ett verktyg. Denna studien bevisar att det är möjligt för ett företag attsamskapa värde med kunder genom innehållsmarknadsföring och den presenterar även ettgenerellt förslag på hur detta kan bli utfört. Slutligen hoppas vi att vår avhandling harmöjlighet att stå till grund för vidare forskning, exempelvis gällande vilka digitala plattformarsom är de mest effektiva i innehållsmarknadsföring från ett business to business perspektiv,eftersom detta inte var syftet med vår studie.

With an ongoing development in technology, retailers faces new challenges in terms of higher customer expectations. To meet these expectations, retail companies can use in-store technology to enhance the shopping experience and to create more value. This study aims to provide an understanding of in-store technology and how retailers can work with these tools in order to create customer value and improve the customer experience. The purpose of this study will be to investigate the Swedish market and see how Swedish retail companies work with in-store technology.   In this context, the following research questions were formed: (1) How do retail managers use in-store technology to create value for the customers? and (2) How do in-store technology affect frontline employees within retail? In order to answer these questions, a qualitative method was used, where five different retail companies were interviewed, which all have implemented in-store technology. Before the empirical gathering, we chose to keep the companies and the respondents anonymous in order for us to reduce the risk for complications later on in the thesis. This study aims to provide theory and to get an understanding of in-store technology and how companies can use it to develop their business. A conceptual framework was made to clarify which concepts that was used in order to answer these questions. These concepts were in-store technology, customer value creation, convenience, frontline employees, customer engagement and improved customer experience.   The empirical findings generated theory in which the authors developed two models: (1) The value dynamics, which describe how in-store technology and the interplay between managers, frontline employees, and customers generate value to each other. (2) A three step model where the authors have several suggestions of what retail companies should think of when they implement new technology.  The results of this study conclude how retail companies can use in-store technology in order to create customer value to improve the customer experience. In-store technology has created more value for the customer in terms of a more convenient shopping experience, and in-store technology provides the customer with more information which makes the shopping experience more independent as well. In-store technology has also contributed, in some extent, to a better working environment for frontline employees.

El presente estudio se centra en analizar las variables Social Media Marketing, Co-creation of Value y Customer Brand Engagement en relación al Customer Satisfaction en marcas deportivas. En primer lugar, existen marcas deportivas que ya han implementado la Co-creación como estrategia en sus redes sociales con el objetivo de generar valor para la marca a través de la participación de sus consumidores. Con lo cual, la mencionada variable fortalece la relación entre la marca y el cliente, dado que el público esté dispuesto a asumir el rol como co-creadores de productos de las marcas deportivas, lo cual, la participación activa de los consumidores se relacionaría con la satisfacción y lealtad hacia la marca. Por último, este estudio se enfocarán en hombres y mujeres entre 25 y 35 años que son activas en redes sociales y frecuentemente cocrean con las marcas deportivas que siguen y compran. A dicho público objetivo se le aplicará encuestas donde se aplicará el muestreo no probabilística con un cálculo poblacional infinito, lo cual se va a medir de acuerdo a una escala de likert.
This study focuses on analyzing the variables Social Media Marketing, Co-creation of Value and Customer Brand Engagement in relation to Customer Satisfaction in sports brands. In the first place, there are sports brands that have already implemented Co-creation as a strategy in their social networks with the aim of generating value for the brand through the participation of their consumers. With which, the aforementioned variable strengthens the relationship between the brand and the client, given that the public is willing to assume the role as co-creators of sports brand products, which, the active participation of consumers would be related to satisfaction and loyalty to the brand. Finally, this study will focus on men and women between the ages of 25 and 35 who are active on social media and usually co-create with the sports brands they follow and buy. Surveys will be applied to said target audience where non-probability sampling will be applied with an infinite population calculation, which will be measured according to a Likert scale.
Trabajo de investigación

Syfte: Syftet med denna studie är att undersöka vilka värden som på längre sikt har avgörande betydelse för att engagera en kund med avseende på lojalitetsprogram. Metod: I studien användes en kvantitativ metod där en enkät med stängda svarsalternativ skickades ut till ca 30 000 respondenter. Till enkäten användes ordinal- och nominalskala för att möjliggöra Spearman’s rho korrelationsanalys med hjälp av statistiska mjukvaran IBM SPSS. Analyserna användes sedan för acceptera eller förkasta de hypoteser som deducerats från teorin. Resultat: Resultatet visade att trots en pågående negativ trend för lojalitetsprogram så skapar de engagemang och är betydande för kunden. Det värde som visade sig ha signifikant betydelse för engagemanget var kundens mervärde. Kundens mervärde leder till upprepade köp och har en direkt påverkan på kundens lojalitet och kundens uppfattning av programmet som påverkar engagemanget. Resultatet av studien kan därför ses som en pågående interaktionsprocess där företagets aktiviteter påverkar kundens engagemang både i och utanför lojalitetsprogrammet. Ett ökat mervärde i interaktionsprocessen till följd av företagets aktiviteter och kundens värdering av varumärket, ökar kundens engagemang, vilket möjliggör att lojalitet kan skapas genom program på längre sikt. Förslag till fortsatta studier: Syftet med studien är att öka förståelsen för de värden som engagerar kunden med avseende på lojalitetsprogram. Författarnas ambition är att vidare forskning ska ta avstamp i studiens resultat och den modell som utvecklats. Förhoppningen är att studien ska ligga till grund för empirisk tillämpning inom servicenäringen samt utgöra underlag vid strategiska beslut och marknadsundersökningar.

The number of service-oriented jobs has increased locally and nationally, and organizations are spending millions of dollars to train front-line employees to maintain customer satisfaction and compete in the service industry. Despite the financial investments of these training programs, little research has investigated the holistic effectiveness of customer-focused training (CFT) programs. Researchers found positive relationships between the constructs under investigation and reported that when CFT programs are delivered on a consistent basis with leadership support, they help build a service-oriented culture. The purpose of this case study was to investigate employee perceptions of CFT and relationships between performance, engagement, and building a service-oriented culture, where the questions were designed to address front-line employees in the transit system of Southeastern Pennsylvania. The conceptual framework for this study was by Service Quality, where the concepts for the framework support organizational culture and social exchange. The total number of participants was 36 with 27 for interviews and 9 for a focus group. The participants were selected using a purposeful sampling approach. The data were analyzed by coding for categories, themes, and patterns to reflect in-depth understanding and reporting of CFT among front-line employees. The participants felt that CFT programs were beneficial for them and could help improve customer service. Given these findings, similarly-situated employees may view training in a positive light and may be willing to engage in more training to improve customer service. Human resource personnel may be encouraged from the positive results of this study to develop and implement more training, which may help employees and leaders build a credible service-oriented culture.

With the rise of internet penetration and social media fast becoming one of the most popular online activities, the emergence of social commerce (SC) has become one of the most significant opportunities for marketers and brands. With more consumers using SC to purchase goods and services, socialise and seek information, it has become necessary for brands to understand those aspects within the SC environment and what attracts consumers to their brands. Leveraging those elements effectively will allow brands to remain appealing to their consumers and stay ahead of the competition. Brand awareness and brand engagement have long been used to drive purchase consideration, customer loyalty and innovation for business. However, little has been done to understand the levers that businesses can use to influence customer in the SC environment The aim of the study is to understand which business levers are most effective in driving consumer engagement and brand awareness. This was done using the stimulus-organism-response (SOR) theory which mediates (organism) the relationship between the levers that businesses use (stimulus) and the resultant engagement and awareness of customers. A quantitative cross-sectional design was employed in the research study with users of SC as the unit of analysis. Data was collected via an online questionnaire. Structural equation modelling was used to analyse data from 230 respondents who are users of SC. The main findings of the research were that some of the levers employed in the SC environment are effective at influencing perceived customer value. Even more significant was the considerable relationship between customer value on brand awareness and brand engagement. The research indicated that the more a business could improve its value offering within the SC environment, the more likely they are to drive brand awareness and brand engagement. The practical implications of this are that to drive the awareness and engagement that mobilises competitiveness, marketers should utilise those levers that are most likely to increase customer value. It is also important to understand consumers in the market to optimise on the value drivers that are relevant for those customers. The main limitation of the research was the limited
Mini Dissertation (MBA)--University of Pretoria, 2020.
pt2021
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted

Esta tesis doctoral se centra en el área de Marketing, y en el campo específico de la co-creación de valor. Aborda tres partes interrelacionadas con sus objetivos. En primer lugar, el Capítulo 1 pretende describir y explicar la relación entre la co-creación de valor y la motivación a nivel de los empleados y descubrir las posibles condiciones previas para aumentar las posibilidades de creación de valor en las empresas de servicios profesionales, considerando la Teoría del Doble Factor de Frederick Herzberg y la Teoría Social y de Intercambio. En segundo lugar, el capítulo 2 trata de entender las opiniones de los empleados sobre el compromiso del cliente y la relación entre los factores de motivación de los empleados y el compromiso del cliente sobre la base de la co-creación de valor. En tercer lugar, el capítulo 3 se centra en descubrir la relación entre las percepciones de sostenibilidad ambiental y social y la voluntad de co-crear a partir de diferentes comportamientos de los consumidores (lealtad, satisfacción e intención de compra) con un efecto moderador del precio, mientras que tiene un papel importante en el comportamiento de los consumidores. En la presente tesis doctoral, se llevaron a cabo varias técnicas de investigación (cualitativa y cuantitativa) para comprender y probar la relación mediante entrevistas semiestructuradas y encuestas con cuestionarios en Turquía. Los resultados confirmaron en su mayor parte las relaciones y las discusiones. Por otro lado, también se discutieron las implicaciones, limitaciones e ideas de investigación futuras.
This doctoral dissertation is in the area of Marketing, and the specific field of value co-creation. It addresses three interrelated parts with their objectives. First, Chapter 1 intends to describe and explain the relationship between value co-creation and motivation at employee level and to find out possible preconditions to increase the possibility of successful value creation in professional service firms by considering Frederick Herzberg’s Dual Factor Theory and Social & Exchange Theory. Second, Chapter 2 deals with to understand opinions of employees about customer engagement and the relationship between employee motivation factors and customer engagement based on value co-creation. Third, Chapter 3 focuses on discovering relationship between environmental and social sustainability perceptions and willingness to co-create from different consumer behaviours (loyalty, satisfaction and purchase intention) with moderating effect of price, whereas it has got an important role in consumer behaviour. In this dissertation, several research techniques were conducted (qualitative and quantitative) to understand and test the relationship by using semi-structured interviews and questionnaire survey in Turkey. Findings mostly confirmed the relationships and discussions are provided. On the other hand, implications, limitations and future research ideas were also discussed.

La recherche se propose de définir l’engagement client (EC) dans le cadre des destinations touristiques, son contenu et sa mesure. Elle propose d’intégrer ce concept novateur comme nouvelle variable résultat dans les modèles de compréhension des comportements touristiques. Elle montre aussi l’influence de la valeur de consommation et de la valeur globale dans la création d’un engagement envers la destination et les effets modérateurs de l’expérience sur ces mêmes relations. La recherche répond à trois objectifs : (1) définir le concept d’EC dans le contexte des destinations, ses dimensions et sa mesure , (2) conceptualiser la valeur perçue dans le cadre des destinations, (3) modéliser les influences des dimensions de la valeur de consommation et la valeur globale sur l’EC en fonction de l’expérience touristique vécue. Le terrain de recherche est La Réunion, une PDI (Petite Destination Insulaire). La démarche méthodologique s’appuie sur deux études empiriques : une étude qualitative exploratoire menée auprès de 15 touristes à La Réunion via des entretiens semi-directifs et une étude quantitative exploratoire menée auprès de 572 répondants : 350 novices n’ayant jamais visité la destination mais étant familiers à cette dernière et 222 expérimentés ayant effectivement visité la destination pour un motif de loisirs/vacances. L’étude qualitative permet de compléter et d’adapter les échelles de mesure de la valeur de consommation dans le cadre des destinations. La recherche distingue 8 dimensions de la valeur de consommation d’une destination touristique spécifique : La Réunion. L’étude quantitative permet (1) de développer un instrument de mesure de l’EC dans le cadre des destinations, (2) de valider empiriquement les échelles de mesure de la valeur de consommation et de la valeur globale, (3) de mettre en évidence l’influence de la valeur perçue sur l’EC. La recherche a comme principaux apports la conceptualisation de l’EC dans le cadre des destinations et la mise en évidence des effets de la valeur perçue et de l’expérience dans sa formation. Elle indique en conséquence la nécessité d’orienter les stratégies d’offres expérientielles et de promotion en fonction des dimensions identifiées. Elle propose également des outils permettant aux managers de la destination de soutenir les comportements et états d’EC envers la destination
The research aims to define customer engagement (CE) in the context of tourism destinations, its content and its measurement. It proposes to integrate this innovative concept as a new outcome variable in the models conceptualising tourism’s behaviors. It also shows the influence of consumer value and customer value in creating an engagement towards the destination and the moderating effects of the experience on those same relationships. The research has three objectives: (1) define the concept of CE in the context of destinations, its dimensions and its measurement, (2) conceptualize the perceived value in the context of destinations, (3) measure the influences of the dimensions of consumer valeur and customer value on EC depending on experience. The methodology is based on two empirical studies: an exploratory qualitative study conducted among 15 tourists in Reunion via interviews and a quantitative exploratory study conducted among 572 individuals: 350 novices who had never visited the destination but familiar with it and 222 experienced having actually visited the destination for leisure / vacation. The studies concern Reunion Island, qualified as a SDI (Small Destination Island)

Syftet med denna studie har varit att bidra till ökad medvetenhet, förståelse och kunskap om Co-Creation. Genom att fokusera på flygindustrin som är mycket bekant för författaren är syftet med studien och forskningen att bättre förstå hur flygbolagen ser på samverkan och fördelar eller potentiella nackdelar med att använda Co-Creation för att driva ett mer integrerat samarbete mellan kunderna och leverantörer. Datainsamling har skett genom en blandad metoddesign som fångade både kvantitativ och kvalitativ data. Deltagarna i studien är alla från flygindustrin. Totalt deltog 43 studieobjekt i denna studie. Resultaten illustrerar att det för närvarande finns en begränsad nivå av samverkansaktivitet inom flygindustrin, men de flesta deltagarna bedömer att det finns stora fördelar med Co-Creation. Resultatet indikerar att respondenterna anser att Co-Creation är absolut nödvändigt för att driva innovation, skapa en samarbetsmiljö och ett verktyg för leverantörer att bättre förstå både flygbolagens behov och krav samt passagerarnas behov och krav. Denna studie kommer att gynna både leverantör och flygbolag genom att samarbete och partnerskap kan baseras på gemensamma värderingar, överenskommelser och mål. Resultatet kan ytterligare ses representera leverantörsrelationer mer generellt och därigenom gynna alla som bättre vill förstå hur Co-Creation kan användas för att förbättra och expandera leverantörs- och kundengagemang.
Sammanfattning: The purpose of this study has been to contribute to greater awareness, understanding and knowledge on Co-Creation. By focusing on the aviation supply industry which is very familiar to the author, the aim with the study and research is to better understand how airlines view Co-Creation and the benefits or potential drawbacks of using Co-Creation to drive more integrated collaboration between customers and suppliers. This is a study with data collection utilizing a Mixed Method Design Survey that captured both Quantitative as well as Qualitative information and input. The participants in the study are all from the aviation industry. In total 43 study objects participated in this research. The results illustrate that there is currently only a limited level of Co-Creation activity in the aviation supply industry, however the vast majority of participants’ assess that there are significant benefits with Co-Creation. The result indicate that airline respondents believe that Co-Creation is imperative to drive innovation, create a more collaborative environment and a tool for suppliers to better understand both the airlines needs and requirements as well as the needs and requirements of the airlines passengers. This study will benefit both supplier and airlines by collaborating and partnering can be based on common values, understandings and goals. The result can be further extrapolated to represent supplier customer relationships as a whole and further benefit anyone who would like to better understand how Co-Creation can be used in improving and expanding supplier and customer engagement.

2017-08-16

In der vorliegenden Masterarbeit wird die Thematik eines Service-Level-Modells für das Kunden-Reporting eines hochtechnologisierten Unternehmens analysiert. Die stetig kürzer werdenden Technologiezyklen, der zunehmende Druck von anderen Wettbewerbern sowie die Flut an aufkommenden Kleinkunden, durch Technologien des Internet der Dinge, verlangen nach einer konsequenten Report-Standardisierung. Aufgrund der unterschiedlichen Ansätze im Kunden-Reporting des Unternehmens wurde untersucht, inwiefern die Erfahrungen mit Großkunden auf Kleinkunden nachhaltig und zielgerichtet adaptiert werden können. Die Analyse der theoretischen Grundlagen unterstreicht die Relevanz dieser Thematik und verdeutlicht die Gemeinsamkeiten zwischen dem unternehmensinternen Management-Reporting sowie dem Reporting für B2B-Kunden. Im Anschluss daran erfolgt eine Bestandsaufnahme des Customer-Reportings in Bezug auf das Foundry-Unternehmen. Dabei wurden alle kundenrelevanten Berichte der Fachabteilungen begutachtet. Im Nachgang dazu konnten entsprechende Optimierungsansätze herausgearbeitet sowie ein nachhaltiges Reporting-Konzept für Kleinkunden aufgezeigt werden. Das erarbeitete Konzept soll zukünftig seitens der Foundry als Grundlage für aufkommende Neukunden mit niedrigem Produkt-Volumina dienen. Betrachtet man nun das Resultat dieser Untersuchung bleibt festzuhalten, dass durch dieses Instrument dem Effekt der Informationsüberflutung auf Kundenseite deutlich entgegengewirkt wird. Überdies wird erreicht, dass auf Seiten der Foundry sowie dem B2B-Kunden ein homogenes Verständnis, in Bezug auf die technischen Inhalte, generiert wird. Insgesamt betrachtet, liefert diese Arbeit einen wertvollen Beitrag zum Thema Customer-Reporting im hochtechnologisierten Umfeld. Man kann daher den Schluss ziehen, dass es gelingen kann, den vielfältigen Anforderungen der aufkommenden Kleinkunden mit einem generellen Reporting-Standard zu begegnen.

Syftet med denna studie är att analysera hur kunders attityder och beteenden till influencers och influencer marketing påverkas av deras uppfattningar om influencers och influencer marketing. Studien fokuserar på kundernas attityder och beteenden i relation till influencers och influencer marketing i termer av värdesamskapande, förtroende, varumärkeslojalitet och kundengagemang. Vi utgår vidare från att detta påverkas av kundernas intresse för influencers och i vilken mån de är aktiva på sociala medier.Vi skapade även en analysmodell som utgår från att graden av kundernas intresse för influencers och deras aktivitetsgrad på Instagram påverkar deras uppfattningar om influencers och influencers marketing. Därefter påverkar detta i sin tur deras attityder och beteenden i relation till influencers ochinfluencer marketing i termer av värdesamskapande, förtroende, varumärkeslojalitet och kundengagemang. Utifrån detta syfte och denna analysmodell utfördes ett strategiskt urval av åtta respondenter, där vi valde att utgå från respondenter som hade ett större eller mindre intresse förinfluencers och som var mycket aktiva eller relativt aktiva på Instagram. På så vis skapades fyra olika fall där, där semistrukturerade djupintervjuer utfördes med samtliga respondenter. Det första fallet kännetecknas av respondenter som vid tidpunkten för intervjuerna hade ett mindre intresse för influencers och var mindre aktiva på Instagram. I det andra fallet hade respondenterna ett större intresse för influencers men samtidigt var de mindre aktiva på Instagram. Respondenterna i det tredje fallet karakteriseras av att de var mindre intresserade av influencers och att de var mer aktiva på Instagram.Det fjärde fallet utmärks av respondenter som både var mer intresserade av influencers och mer aktiva på Instagram. Analysresultatet visar att det finns ett positivt samband mellan respondenternas uppfattningar om influencers och influencer marketing och respondenternas attityder och beteenden i relation till influencers och influencer marketing. Analysmodellen kan därmed inte bekräftas. Detta eftersom att analysen visar att respondenternas uppfattningar om influencers och influencer marketing samt respondenternas attityder och beteenden i relation till influencers och influencer marketing, inte påverkas av respondenternas intresse för influencers och deras aktivitetsgrader på Instagram.
The purpose of this study is to analyse how customers' attitudes and behaviours towards influencers and influencer marketing are affected by their perceptions of influencers and influencer marketing. The study focuses on customers' attitudes and behaviours in relation to influencers and influencer marketing in terms of value co-creation, trust, brand loyalty and customer engagement. We assume that this is affected by customers' interest in influencers and the extent to which they are active on social media. We alsocreated an analysis model, where we assume that the degree of customers’ interest in influencers and their degree of activity on Instagram influences their perceptions of influencers and influencer marketing. After that, we assume that this affects their attitudes and behaviours in relation to influencers and influencer marketing in terms of value co-creation, trust, brand loyalty and customer engagement. Based on this purpose and analysis model, a strategic sample was made, that consisted of eight respondents, where we chose to begin from respondents who had a more or less interest in influencers and were very active or relatively active on Instagram. In this way, we created four different cases, where we conducted semistructured in-depth interviews with all respondents. The first case is characterised by respondents who at the time of the interviews, had a less interest in influencers and also were less active on Instagram. In the second case, the respondents had a more significant interest in influencers, but at the same time, theserespondents were less active on Instagram. The respondents in the third case were characterised as less interested in influencers but were instead more active on Instagram. The fourth case is characterised by respondents who were more interested in influencers and also were more active on Instagram. The analysis results show that there is a positive connection between the respondents 'perceptions about influencers and influencer marketing and the respondents' attitudes and behaviours in relation to influencers and influencer marketing. The analysis model can, therefore, not be confirmed. The reason for this is due to the analysis, that shows that the respondents' perceptions of influencers and influencer marketing, as well as the respondents' attitudes and behaviours in relation to influencers and influencer marketing, are not affected by the respondents' interest in influencers and how active they are onInstagram.

L’avènement des communautés virtuelles de marque (VBC) bouleverse les relations avec les consommateurs et pousse les annonceurs à adopter une véritable Orientation Clients. Or, la littérature a mis en exergue certains avantages induits sans pour autant offrir une analyse holistique des bénéfices et impacts des plateformes d’engagement communautaires. Tel est donc l’objet de cette recherche qui tente d’apporter une première modélisation des bénéfices qualitatifs et quantitatifs des VBC. Le cadre théorique de notre recherche s’inscrit dans celui des théories relationnelles et de l’engagement des consommateurs. L’exploration conceptuelle de la littérature nous a permis de mieux appréhender les enjeux des VBC pour le champ du comportement du consommateur et le management du Marketing, avant de dresser une typologie des bénéfices induits. Aussi, compte tenu du faible nombre de VBC et de l’aspect stratégique de notre problématique, nous avons opté pour des entretiens semi-directifs avec des experts ou Dirigeants Marketing. Cette recherche hypothético-déductive nous a permis de mettre en lumière des catégories de bénéfices, avec notamment les impacts sur la Connaissance Clients, la Relation Clients, l’innovation participative, le crowd sourcing ou encore la gouvernance et le management. La phase exploratoire a validé les propositions de recherche avec des nuances récurrentes, notamment pour ce qui est de la représentativité relative des membres. Les principaux apports de cette recherche sont la mise en avant des facteurs d’optimisation de l’engagement des membres au sein des VBC, ainsi que l’impact sur le retour sur investissement. Ce travail ouvre de nouvelles perspectives de recherche du fait de son aspect pluridisciplinaire et des enjeux pour le management du Marketing, de la Relation Clients et des marques
The advent of Virtual Brand Communities (VBC) is changing customer relationships and pushing advertisers to adopt a true Customer Driven Strategy. The literature has highlighted some of the benefits that have been gained, without providing a holistic analysis of the benefits and impacts of community engagement platforms. It is therefore the object of this research that attempts to provide a first modelization of the qualitative and quantitative benefits of VBC. The theoretical framework of our research is in line with relational theories and consumer engagement. The conceptual exploration of literature allowed us to better understand the stakes of the VBCs for the field of consumer behavior and marketing management, before drawing up a typology of the profits induced. Also, given the low number of VBCs and the strategic aspect of our research, we have opted for semi-directive interviews with experts or marketing executives. This hypothetico deductive research has allowed us to highlight families of benefits, with impacts on Customer Knowledge, Customer Relationship, participative innovation, crowd sourcing, governance and management. The exploratory phase validated the research proposals with recurring nuances, in particular with regard to the relative representativeness of the members. The main contributions of this research are the optimization of the factors of member’s engagement within the VBC, as well as the impact on the return on investment. This work opens new research perspectives, because of its multidisciplinary aspect and the stakes for Marketing management, Customer Relations and brands

碩士
國立臺中科技大學
財務金融研究所碩士班
107
Customer value co-creation behaviors play a critical role in determining customer satisfaction. However, few hospitality studies have examined how innovativeness affects customer value co-creation behaviors. This study examined the effect of innovativeness on customer value co-creation behaviors to clarify the mediating role of customer engagement. Survey data from 496 customers demonstrated that innovativeness is positively related to customer engagement and customer value co-creation behaviors. Customer engagement is positively associated with customer value co-creation behaviors. Furthermore, customer engagement mediates the association between innovativeness and customer value co-creation behaviors. This study extends current knowledge on customer value co-creation and examines the associations among innovativeness, customer engagement, and customer value co-creation behaviors. The results can serve as a reference for restaurant managers in terms of innovative practices and customer relationship management.

Tese de Doutoramento em Marketing and Strategy
This research seeks to study customer engagement and value co-creation from the guest perspective in the hospitality (hotel) industry in Ghana. It centres on customer’s perspective in the hotel setting as the guest is critical to the efficient provision and delivery of hospitality services since s/he buy memories, meal experience and service experience but not just service delivery, service quality or food and drink. Customers participating and engaging in value co-creation in the hotel sector bring on-board their personal resources (operand and operant) in the form of competencies and experiences to bear on the firm’s resources to co-create value. Customer engagement and value co-creation have been studied extensively in recent times. However, the current literature is silent in the examination of the actors and factors (f/actors) that foster/hinder customer engagement and value co-creation in the hospitality industry and the analysis of the customer's awareness about their contribution to value co-creation. It is also evident that an in-depth knowledge on how guests engage to co-create value and establish their multiple points of interactions are limited. Thus, the purpose of this study is to respond to these literature gaps through an empirical study. The object of study is the guests’ engagement experiences and co-creation practices within/beyond the hospitality industry. We addressed this purpose through five specific objectives as to (1) explore customer engagement and the f/actors that foster or hinder value co-creation within/beyond the hotel; (2) ascertain whether customers are aware/unaware that their competencies aid value co-creation; (3) identify and understand the relevant resource-envelop that customers use to engage in value co-creation; (4) discover value co-creation/destruction practices within/beyond the hotel; and (5) ascertain the consequences of ignoring/involving the customer in the co-creation processes. We established the foundations of our research in an in-depth literature review on Service Dominant Logic (SDL), Value Co-creation (VCC), Service Logic (SL), Customer Dominant Logic (CDL), Awareness, Practices and Customer Engagement (CE) among others. To understand the nature and dynamics of customer engagement, value co-creation or destruction, we designed a qualitative study. We gathered and analysed documents from the internet (hotel websites) related to guests’ experiences and conversations. We conducted four participant observation sessions and 35 in-depth interviews from customers to obtain a qualitative in-depth appreciation of their experiences. To safeguard the trustworthiness of the study, we adopt triangulation of literature, methods, data and researchers. Data was analysed using a thematic analysis framework, designed to ascertain, explore, and describe patterns found in the data with the support of NVivo 11 pro version. The study discovered that guests’ engagement within and beyond the hotel environment with multiple f/actors have an influence on their value co-creation/destruction process. We found that positive engagement like receptive, interactive and honest employees, responsible, helpful and friendly staff/front-office staff, meeting reliable friends/family members, good health services, reliable financial agents and visiting historical sites, safe, secured, serene environment and functional facilities/services bring memorable experiences and foster value co-creation. However, negative acts and situations, such as negligence, un-hospitable staff, deceptive/distrusted employees, police irresponsibility/harassment, distrusted actors, delays at airport, scary news items from televisions and radio stations, dishonest transport owners and robbery cases, frustrate guests, decrease their engagement levels and destroy value. We found that some customers’ level of awareness of their contributions in some cases has an influence on their decisions to deploy more resources. Some customers are aware of their contributions whiles others are unaware. Those aware are willing to deploy and integrate more resources and demand for better services than those who are unaware. We discovered that during the consumption journey, the customers/guests use a variety of resources such as, physical resources (physical features, attitude, time); mental/psychological/emotional/intellectual resources (i.e. competencies, skills, deep thinking, self-generative ideas/activities/practices); social resources (i.e. peers, friends, family, associations like political, religious, old boys/girls) and financial/material resources (i.e. smartphones, laptops, cars, money and bank cards). Guests engaged themselves at different levels via self-engagement; guest-toguest- engagement; and engagement with other f/actors, institutions, individuals and groups. The study also found that customers are willing to share their operant resources with firms for service improvements. They are also prepared to share their experiences and discuss both the strengths and challenges of service providers and go the extra mile to promote the services of firms to their family, friends and co-workers, through positive word-of-mouth (WOM), both personally and through social media. This study offers several contributions grounded on its empirical foundation. It suggests theoretical and managerial implications on how actors’ practices promote or impede customer engagement and value co-creation within/beyond the hotel. It generates a framework of customer engagement and cocreation/ destruction and explain how customer engagement experiences beyond and within the hotel positive/negative can facilitate/inhibit value co-creation or lead to value destruction. It thus extends customer engagement, value co-creation, value destruction and service-dominant Logic literature. The study also allows drawing managerial implications, which shift the focus of value co-creation from the firm circles to the customer domain, urging stakeholders about the growing consciousness of customers since conscious customers will demand for better service delivery. Finally, the study brought to the forefront, the influencing role of the external f/actors which are outside the control of the firm, but influence the way customers engage, co-create/destroy and determine value, suggesting the need for service providers to collaborate with other stakeholders in enhancing customer engagement and value co-creation.
Esta investigação analisa o envolvimento do cliente e a cocriação de valor do ponto de vista dos hóspedes na indústria hoteleira no Gana. Centra-se na perspetiva do cliente, uma vez que o hóspede é um ator crítico na prestação eficiente do serviço, sendo que ele compra memórias, experiências de refeições e experiências de serviços e não serviços por si só, qualidade dos serviços ou alimentos e bebidas. Os clientes que participam na cocriação de valor no setor hoteleiro trazem consigo os seus recursos pessoais (operandos e operantes), na forma de competências e experiências, para sustentar os recursos da empresa e, desta forma, para cocriar valor. O envolvimento do cliente e a cocriação de valor têm sido estudados extensivamente nos últimos anos. No entanto, a literatura é omissa na análise do nível de consciência dos clientes sobre sua contribuição para a cocriação de valor e na análise dos atores e fatores (f/atores) que promovem/dificultam o envolvimento do cliente e a cocriação de valor, em particular na indústria da hoteleira. Também é evidente que existe uma limitação no conhecimento aprofundado sobre a forma como os hóspedes se envolvem na cocriação de valor e como estabelecem os múltiplos pontos de interação que promovem essa cocriação. Neste sentido, o principal objetivo desta investigação é responder a essas lacunas através da realização de uma investigação empírica. O objeto de estudo são as experiências de envolvimento dos clientes e as práticas de cocriação dentro e fora do hotel. Abordamos esse objeto de estudo através de cinco objetivos específicos: (1) explorar o envolvimento do cliente e os f/atores que estimulam ou dificultam a cocriação de valor dentro e fora do hotel; (2) verificar se os clientes estão conscientes ou não da contribuição das suas competências para a cocriação de valor; (3) identificar e compreender o conjunto de recursos (envelope de recursos) relevantes que os clientes usam para participar na cocriação de valor; (4) descobrir práticas de cocriação /destruição de valor dentro/fora do hotel; e (5) analisar as consequências de se ignorar ou envolver o cliente nos processos de cocriação. A fundamentação teórica e conceptual desta investigação é feita através de uma revisão de literatura sobre os temas: Lógica Dominante de Serviços (SDL), Cocriação de Valor (VCC), Lógica de Serviço (SL), Lógica Dominante do Cliente (CDL), Consciência do consumidor, Práticas e Envolvimento do Cliente (CE), entre outros. Para compreender a natureza e a dinâmica do envolvimento do cliente e a cocriação e a destruição de valor, desenvolveu-se uma investigação qualitativa. Analisaram-se documentos da internet (sites de hotéis) relacionados com as experiências e as conversas dos hóspedes. Realizam-se quatro sessões de observação participante e 35 entrevistas aprofundadas a clientes, para obter uma compreensão qualitativa e aprofundada sobre as suas experiências. Para salvaguardar a confiabilidade da investigação, adotou-se a triangulação de literatura, métodos, dados e pesquisadores. Os dados foram analisados com o apoio do software NVivo pro, versão 11, utilizando uma estrutura de análise temática, projetada para averiguar, explorar e descrever os padrões encontrados nos dados. Os resultados da investigação indicam que o envolvimento dos hóspedes dentro e fora do ambiente do hotel com vários f/atores influencia o processo de cocriação/destruição de valor. Descobriu-se que f/atores positivos, como funcionários recetivos, interativos e honestos, pessoal de receção responsável, prestável e amigável, encontros com amigos/familiares confiáveis, bons serviços de saúde, agentes financeiros confiáveis, visita a locais históricos, ambiente seguro e sereno e instalações/serviços funcionais, trazem experiências memoráveis e fomentam a cocriação de valor. No entanto, atos e situações negativas, tais como negligência, funcionários não hospitaleiros, funcionários enganadores/desconfiados, irresponsabilidade e assédio policial, outros atores não confiáveis, atrasos no aeroporto, notícias de televisão e rádio assustadoras, proprietários de transportes desonestos e casos de roubo, frustram os hóspedes, diminuem os seus níveis de envolvimento e destroem o valor da experiência. Descobriu-se que o nível de consciência de alguns clientes acerca da sua contribuição para o processo de cocriação influencia, em certos casos, as suas decisões de integrar mais recursos. Alguns clientes estão conscientes das suas contribuições enquanto outros não o estão sendo que os que estão conscientes estão dispostos a integrar mais recursos na procura de melhores serviços. Observou-se que durante a jornada de consumo, os consumidores/hóspedes usam múltiplos recursos, como recursos físicos (características físicas, atitude, tempo); recursos mentais/psicológicos/emocionais/intelectuais (ou seja, competências, habilidades, pensamento profundo, ideias, atividades, práticas); recursos sociais (ou seja, colegas, amigos, família, associações políticas, religiosas, e antigos colegas) e recursos financeiros/materiais (ou seja, telefones, computadores, automóveis, dinheiro e cartões bancários). Os hóspedes envolveram-se a diferentes níveis através de auto-envolvimento; envolvimento hóspedehóspede; e envolvimento com outros f/atores e instituições, a nível individual e de grupo. A investigação também constatou que os clientes estão dispostos a compartilhar seus recursos operantes (operant resources) com as empresas para melhorias dos seus serviços. Os clientes estão também dispostos a partilhar as suas experiências e a discutir os pontos fortes e os desafios dos serviços oferecidos pelas empresas/hotéis e esforçam-se para promover os serviços das empresas às suas famílias, amigos e colegas de trabalho, por meio de passa-a-palavra positivo, tanto por via pessoal como através do meios digitais (social media). Esta investigação oferece várias contribuições baseadas em dados empíricos. Ela sugere implicações teóricas e de gestão acerca da forma como as práticas dos atores promovem ou impedem o envolvimento do cliente e a cocriação de valor dentro e fora do hotel. Apresenta uma estrutura sobre o envolvimento do cliente e a cocriação/destruição e explica como as experiências positivas e negativas de envolvimento do cliente dentro e fora do hotel podem facilitar/inibir a cocriação de valor ou levar à destruição de valor. Contribui, desta forma, para a literatura sobre o envolvimento do cliente, a cocriação de valor, a destruição de valor e a lógica dominante de serviço. A investigação permite também desenhar implicações práticas, sugerindo a mudança do foco da criação de valor do âmbito da empresa para o domínio do cliente, informando as partes interessadas sobre a crescente conscientização dos clientes para o seu papel no processo de cocriação de valor, já que clientes mais conscientes exigirão uma melhor prestação de serviços. Por fim, a investigação realçou também a influência e o papel dos f/atores externos na cocriação de valor, os quais estando fora do controle da empresa influenciam a forma como o cliente se envolve, cocria/destrói valor e o determina. Esta constatação sugere a necessidade de os prestadores de serviços colaborarem com diversas outras partes interessadas na criação de condições favoráveis ao envolvimento positivo do consumidor e à cocriação de valor.

碩士
國立高雄第一科技大學
行銷與流通管理所
92
Relationship marketing is a long-term dynamic relational exchange focusing on retaining customers. However most past research on relationship marketing has been limited on exploring companies’ benefits of retaining customers and neglecting the important role that relationship value plays in the consumer’s decision on participating and maintaining a particular relationship program rather than others. Based on the foregoing research gap, the purpose of this study is to fully explore the authentic meaning of relationship value and to examine the relationships between relationship value and some of its important determinants and outcome variables. This study suggests a model of consumers’ engagement in relationships, which conceptualizes relationship value to be the key factor that prompts the consumer to participate in and maintain a particular relationship program. It also posits that relationship value will be dertermined by several important variables and will in turn influence some factors critical in maintaining the relationship program. In the second part of the study we conducted an empirical survey to examine the fitness of this model. Based on a sample consists of 394 general consumers, we found that when the degree of the timeliness, innovation, reliability, relative advantage, compatibility, and observability of a particular relationship program is high, the consumer’s perceived relationship value of the program also will be high. And when the perceived relationship value of the program is high, the consumer will have higher satisfaction, trust, and commitment with respect to the relationship program, which in turn will lead to a lower propensity to leave the relationship. At the end of the study, we compared and contrasted three different measurement models of relationship value. The result showed that the overall model consisting of 4 scale items is the most cost saving but still owning high reliability. In contrast, the compound model that consists of 16 scale items has the highest reliability, but involving too many scale items. We discussed the marketing implications of these research findings and also provided several suggestions for both practitioners and researchers who will be interested in this field.

碩士
國立東華大學
企業管理學系
105
Crowdfunding platforms gains popularity in recent years, and be treated as a newest way of raising fund for start-up companies. In Taiwan, the reward-based crowdfunding platform is the most active and steady growing up every year. Owing to different kinds of crowdfunding cases, it’s more difficult for the starter to stand out from the others. In crowdfunding platforms, except for the platform part and starters, sponsors play a really important role. This study is aim to stand in sponsors’ shoes and view customer value creation and sponsor’s satisfaction as factors effecting funding intention. More in researching crowdfunding platforms’ interaction and sponsors’ customer engagement toward crowdfunding platforms and how much the trust between cases and sponsors, cases’ novelty and perceive risks effect sponsorssatisfaction. As a framework for exploring the funding intention.

This research takes Starbucks as an example to study the relationship between brand experience, brand image, perceived value and customer engagement. Using a sample of 291 valid questionnaires collected in China, regression analyses were employed to test the hypotheses. The main findings of the study indicate that: (1) brand experience is positively related to perceived value; (2) brand image is positively related to customer engagement; (3) perceived value partially mediates the relationship between brand experience and customer engagement; (4) perceived value partially mediates the relationship between brand experience and customer engagement.
Esta pesquisa toma a Starbucks como exemplo para estudar a relação entre experiência de marca, imagem de marca, valor percebido e envolvimento do cliente. Utilizando uma amostra de 291 questionários válidos recolhidos na China, foram utilizadas análises de regressão para testar as hipóteses. As principais conclusões do estudo indicam que: (1) a experiência da marca está positivamente relacionada com o valor percebido; (2) a imagem da marca está positivamente relacionada com o envolvimento do cliente; (3) o valor percebido medeia parcialmente a relação entre a experiência da marca e o envolvimento do cliente; (4) o valor percebido medeia parcialmente a relação entre a experiência da marca e o envolvimento do cliente.

碩士
中州科技大學
保健食品系
107
Chinese herbal medicine has become a star in the biotechnology industry in recent years. Countries around the world have put the relevant research, our government is also the policy support, more and more pharmaceutical companies and biotechnology plant related research. The purpose of this research is to explore the he effects of brand attachment on consumer of senior citizen with health food about Chinese herbal medicine, as well as these specific market behaviors, namely commercialization and market entry. Investigate what factors will affect the commercialization strategy. This study investigates the relationship about brand attachment and which proposed a theoretical framework to understand the factors affecting seniors’ purchase intention of health food. This research made use of the convenience sampling method. Of the total of 300 questionnaires distributed, 246 returned copies were deemed as valid, giving a recovery rate of 82.0%. Structural equation modeling (SEM) was applied to test the research hypothesis. The main conclusions are as follows: (1) The customer cognitive, customer emotional and customer behavioral has a significant positive effect on brand attachment; (2) The customer cognitive has a significant positive impact on function value, emotional value, emblematic value, emotional engagement, behavioral engagement has a significant positive effect on brand value; (3) The function value, emotional value has a significant positive effect on brand attachment; This study enriched the connotation of the brand attachment factors, analysis influence mechanism of customer engagement on brand attachment, provides a new entry point for brand value and brand attachment research. Meanwhile, the research has certain significance in promoting brand attachment through Consumer of Senior Citizen with health food about chinese herbal medicine. Key Words: seniors herbal, health food, structural equation modeling (SEM),

Nowadays, consumers are each time more interested in getting involved with brands and together with them to create value for both parties. Consumers more informed and, before they ever think about purchasing a product/service, they cross their paths with lots of brands. To make our brand present in consumers’ mind is necessary to create a relationship with consumers, it is necessary to engaged them with our brand. This dissertation explores the consumer engagement in a particular industry, airlines. Although there are lots of studies on consumer engagement, just a few are empirical and also, it remains unclear what really drives and the consequences of consumer engagement. Therefore, this dissertation explores the effect of atmospherics in-flight characteristics, customer-tocustomer interaction, brand experience and brand love as antecedents of engagement and, also explores co-creation as a consequence of engaged consumers. The findings suggest that all proposed antecedents influences consumer engagement, except customer-to-customer interaction on lifetime value. Moreover, consumer engagement reveled also important in explaining co-creation of value.
Hoje em dia, os consumidores estão cada vez mais interessados em se envolverem com as marcas e juntamente com elas criarem valor para ambos. Os consumidores estão mais informados e antes de sequer pensarem em comprar um produto ou serviço cruzam os seus caminhos com imensas marcas. Para tornar a nossa marca presente na cabeça dos consumidores é necessário apostar em criar uma relação com o consumidor, comprometendo-os (engaging) com a nossa marca. Esta dissertação explora o comprometimento (engagement) do consumidor em companhias aéreas. Apesar de haverem inumeros estudos sobre o comprometimento (engagement) do consumidor, apenas uma proporção é empírica para além de que ainda continua pouco claro o que realmente antecede o comprometimento (engagement) do consumidor. Por isso, esta dissertação explora o efeito das caraterísticas atmosféricas dentro do avião, a interação entre consumidores, a experiência da marca e amor à marca como antecedentes do comprometimento (engagement) do consumidor, bem como explora a co-criação de valor como uma consequência dos consumidores estarem comprometidos (engaged). Os resultados mostram que todos os antecedentes propostos influenciam o comprometimento (engagement) do consumidor, exceto a interação entre consumidores relativamente à duração da "vida" dos consumidores com a marca (lifetime value). Para além disso, o comprometimento (engagement) do consumidor revelou ser de grande importância para explicar a co-criação de valor.

碩士
正修科技大學
經營管理研究所
105
With the Internet age becoming more developed, Mobile devices has become one of the necessary tools for humans. The digital information devices evolved from desktop computers gradually into notebooks in the past era, now into mobile phones and tablet PCs, and from large to small, heavy to light. Mobile phones and tablet APPs are creating a new era of modern society, and have greatly changed people's lifestyles. All the food, clothing, living, transportation and entertainment can’t be away from APPs, and by which are affected. Among them, it is the mobile games now ramping the mobile phone usage habits of young communities, and also formed alternative business opportunities. On the other hand, the new generations in the media network, new customer engagement patterns gradually rise. The dissemination of information, the exchange of emotions, the sharing of knowledge, the creation of fantasy and so on, with the customer engagement, the customer engagement value has formed. Therefore, this study takes mobile games as an example, and combines with "e-based customer relationship management" to explore the relationship and impact between the value of customer engagement and e-customer relationship management.In this study, we focus on users who have been continuously practicing "mobile games". A total of 291 valid questionnaires were collected, SPSS and AMOS softwares were used for data analysis. Research shows the value of customer engagement and its antecedents have a positive effect on E-customer relationship management.

The consumption of tourism and hospitality experiences has increased over the past decade. Nowadays, with the advancements in technology, aligned with more demanded and empowered customers, hospitality environments are more competitive than ever. Managers seek to provide unique customer experiences to differentiate themselves from those competitors and engage with their clients. Consumers want to be involved in the process and have higher expectations about what they are buying and the experience they have. As growth and value creation have become central objectives for managers, the interaction between brands and consumers is the core of value creation and value extraction, mainly due to the shift to experiences. However, few hospitality literatures have examined how customer engagement influences customer value co-creation behaviors, which includes customer participation and citizenship behaviors. This research investigates the influence of customer engagement in customer value cocreation behaviors, in the outdoor hospitality industry, more specifically in the camping sector. This study extends current knowledge on customer co-creation and examines the associations between customer engagement and its dimensions and customer value co-creation behaviors. Survey data from 130 customers of Clube de Campismo de Lisboa, demonstrates that customer engagement is positively associated with customer participation behaviors and customer citizenship behaviors, being interaction the dimension that has a bigger impact on them. Research conclusions suggest strategic directions for camping managers in terms of customer relationship management to boost customer engagement, leading to customers more prone to co-create, unique, and personalized experiences with them.
O consumo de experiências turísticas aumentou na última década. Atualmente, com os avanços tecnológicos, alinhados a clientes cada vez mais exigentes, a indústria da hospitalidade está mais competitiva que nunca. Os gerentes procuram fornecer experiências únicas ao cliente para se diferenciarem e aumentarem o engagement. Os consumidores querem estar envolvidos no processo, têm expectativas elevadas sobre o que compram e a experiência que lhes é proporcionada. O crescimento e a criação de valor tornam-se objetivos centrais para os gestores, a interação entre marcas e consumidores é o núcleo da criação e extração de valor, principalmente devido à mudança para experiências. No entanto, poucas literaturas de hospitalidade examinam como o envolvimento do cliente influencia os comportamentos de co-criação de valor, o que inclui comportamentos de participação e de cidadania. Esta pesquisa investiga o efeito que o envolvimento do cliente tem nos comportamentos de co-criação, na indústria de hospitalidade ao ar livre, no setor do campismo. Este estudo amplia o conhecimento atual sobre a co-criação e examina as associações entre o envolvimento do cliente e suas dimensões e os comportamentos de co-criação. Os dados do inquérito a 130 clientes do Clube de Campismo de Lisboa, demonstram que o envolvimento do cliente está positivamente associado a comportamentos de participação e de cidadania, sendo que a interação é a dimensão com maior impacto sobre os mesmos. As conclusões sugerem direções estratégicas para gerentes de campismo em termos de gestão de relacionamento com o cliente para aumentar o envolvimento do mesmo, levando-o a co-criar experiências únicas e personalizadas.

Nowadays, engaging with customers is a major challenge for any business. Millennials are known for their distinctive attitude towards brands, having proved to be an attractive target for many consumer industries, however, engaging with them is not an easy task, as they are more demanding towards brands than any other generation. The main purpose of this dissertation is to understand if digital storytelling is an effective communication marketing tool for engaging with Millennials, and analyze its impact on the creation of value for firms. In order to respond to the main research questions of this study, an online survey was conducted among Millennials, exposing them to two YouTube ads, with straight-sell and storytelling execution styles, in order to study the effectiveness of the communication in creating engagement among Millennials, and its impact on the creation of added value for firms, depending on the ad type. Results show the superiority of the storytelling ad for engaging with Millennials across several customer reactions: trust, commitment, emotional brand attachment, involvement, as well as positive word of mouth and feedback provided to the brand. Satisfaction, purchase intention and referral behavior, did not differ significantly between the two ad execution styles. Additional findings reveal that a digital storytelling ad produces a higher level of engagement among Millennials, contributing more for the generation of added value for firms, while compared to a straight-sell execution style ad. As a suggestion, marketeers should consider adopting this strategy for developing strong and long-lasting relationships with Millennials.
Atualmente, envolver-se com os consumidores é um desafio para qualquer negócio. Os Millennials são conhecidos pela sua atitude em relação às marcas, revelando-se um alvo atraente para muitas indústrias, no entanto, envolver-se com eles não é uma tarefa fácil, sendo mais exigentes em relação às marcas do que qualquer outra geração. O objetivo principal desta dissertação é compreender se o Storytelling digital é uma ferramenta de comunicação eficaz para o envolvimento com os Millennials, e analisar o seu impacto na criação de valor para as empresas. Para responder às principais questões deste estudo, foi realizado um questionário online entre os Millennials, expondo-os a dois anúncios do YouTube com estilos de execução de venda direta e Storytelling, para estudar a eficácia da comunicação para a criação de envolvimento com os Millennials, e o seu impacto na criação de valor para as empresas, dependendo do tipo de anúncio. Os resultados mostram a superioridade do anúncio de Storytelling para envolver os Millennials em vários aspetos: confiança, compromisso, ligação emocional com a marca, envolvimento, assim como comentários positivos e feedback fornecido à marca. Satisfação, intenção de compra e referência, não diferiram significativamente entre os dois estilos de execução. Descobertas adicionais sugerem que o anúncio de Storytelling digital gera um maior envolvimento com os Millennials, contribuindo mais para a criação de valor para as empresas, comparativamente com o de estilo de comunicação de venda direta. Como sugestão, os profissionais de marketing deveriam considerar adotar esta estratégia para desenvolver relações fortes e duradouras com os Millennials.

碩士
國立成功大學
交通管理科學系
107
Electric scooter (e-scooter) has been regarded as a cleaner alternative compared to traditional gasoline scooter to mitigate the environmental impact contributed by the transport sector. However, the adoption rate of e-scooter is not as expected in Taiwan in the past decade through the marketing emphasis on environmental benefits and financial incentive to adopt e-scooter. Obviously, the eco-friendly feature of e-scooter is not necessary to trigger the actual adoption behavior. Thus, searching for an effective and innovative marketing strategy is important to achieve the goal of sustainability. This study casts light on an innovative e-scooter brand which has grasped a significant market share of e-scooter in Taiwan through its brand positioning on “smart two-wheels”. Hence, the purpose of the present study is to explore the role of three kinds of value-in-use (namely functional, symbolic and ecological value) and its three antecedents (i.e. brand authenticity, perceived coolness and customer engagement) as well as the consequences (brand loyalty) for e-scooter adopters. To test the hypotheses in the proposed model, structural equation modeling is performed for analyzing survey data from 571 e-scooter users in Taiwan. Results show that brand authenticity and customer engagement are positively related to three types of value-in-use. Perceived coolness is positively related to symbolic and ecological value but not functional value. Functional and symbolic value have a significant positive effect on brand loyalty while ecological value has not a significant effect on brand loyalty. At last, this study will discuss related implications and suggestions for future research.

碩士
國立臺北商業大學
國際商務系研究所
107
The purpose of this study is to explore the effects of customers’ social media engagement and perceived value on mid to high-end green cosmetics’ purchase intention, and also examines whether green advertising appeals moderate the relationship between social media engagement and perceived value, as well as perceived value and purchase intention. The samples of 238 cosmetics consumers from Taiwan had been taken through an online survey, of which 215 samples were valid, and the return rate was 90.3%. The research results show that：(1) customers' social media engagement increases their purchase intention on green cosmetics indirectly through perceived value; (2) green advertising appeals moderate the relationship between social media engagement and perceived value. Therefore, this study suggests that in order to increase customers’ willingness to buy green cosmetics effectively, the related operators should strengthen customers’ engagement with their social media sites, improve the target market's evaluation of products, as well as create higher level of environmental benefit claims at advertisement content.

Popular writer and man of the people, Zamenga Batukezanga, in 1971, wrote, using his personal experience, his first book entitled The Ups and downs. In his novel, he describes the life of a young villager, Difwayame, who disenchanted acceded the developed class assigned to fight the customs of his native land. In 1986, he published a book entitled My husband on strike. In this novel, he depicts the life of Laurent Lubaki, disenchanted by his clan adheres first the sect called The world will change, and then a catholic church to fight the customs of his native environment. In1991, he wrote and published A Villager in Kinshasa. In this novel, he showed the reader how Amuly who disillusioned by the mores of Kinshasa’s people returned to the village training first agriculture becomes rich and helps villagers. In 2008, he published a book entitled Forbidden way. In this novel, he describes the Hassein Ben Diouf who disillusioned by the behaviour of his mother leaves the house of his parents and adheres to as path as banned group to fight corruption, prostitution, dictatorship which block the development of his country. After carefully reading the above four novels, one realizes that Zamenga Batukezanga puts bare retrograde and anti-values that are common after the independence of his country. That is why from a book to another, he struggles against the retrograde customs and anti- values by evoking the suffering of young people. He keeps coming in his novels on a thematic or dialectic – disenchantment and commitment. What does he mean by disenchantment and commitment? How the two concepts manifest themselves in the works of Congolese writer? What means has he put at the disposal of young struggling to fight retrogrades customs and anti-values in order to achieve freedom?
Linguistics and Modern Languages
D. Litt. et. Phil. (French)