小提示：点击上面蓝色“营销电商文献速递”即可一键关注
【文献速递】Journal of Retailing，Volume 101, Issue 3, September 2025
采编:王艾 校对:舒芳 终审:邵兵家
2025年9月的Journal of Retailing有10篇文章，主题有零售媒体多利益方视角、卡路里信息对食品健康认知的影响、沉浸式VR对购买意愿的影响、自我提升礼物对口碑的影响、在线订单履约失败的负面影响、限量版产品与重购意愿、利用销售达峰时间评估快时尚库存积压情况、多渠道零售商定价策略、不同时期折扣对产品退货行为的影响、顾客体验各维度在顾客—企业关系拓展中的作用等。
1.Understanding retail media: Perspectives and implications for stakeholders
理解零售媒体：利益相关者视角及启示
2.The illusion of calorie fluency: How metacognitive uncertainty leads to less extreme healthiness perceptions of foods
卡路里熟练度错觉：元认知不确定性如何降低对食品健康程度的极端认知
3.VR retailing: When and why immersion pays off
虚拟现实零售：沉浸式体验何时及为何见效
4.Generating insult from injury: Receiving self improvement gifts causes negative word of mouth
因“赠”致“辱”：收到自我提升类礼物引发负面口碑
5.Navigating online order fulfillment failures: Impacts on future customer behavior and the role of retailer mitigation
应对在线订单履约失败：对未来客户行为的影响及零售商缓解措施的作用
6.From rarity to desire: How introducing new limited editions, the immediacy of sellouts, and distribution strategies drive brand repurchase intentions
从稀缺到渴望：推出新限量版产品、售罄即时性及分销策略如何驱动品牌重购意愿
7.Assessing fast fashion overstock through time-to-peak-sales
基于销售达峰时间评估快时尚库存积压问题
8.Unifying or discriminating: Competitive pricing strategies for multi-channel retailers
统一还是差别定价：多渠道零售商的竞争性定价策略
9.Promoting product returns? The impact of at-purchase and post-purchase discounts on customers’ return behavior
助长产品退货？购买时折扣与购买后折扣对消费者退货行为的影响
10.The role of customer experience dimensions in expanding customer–firm relationships: A customer expansion journey approach
摘要
1.Understanding retail media: Perspectives and implications for stakeholders
理解零售媒体：利益相关者视角及启示
作者：Koen Pauwels和Ladipo Fagbola
Abstract: Retail media transforms both the retail and the advertising ecosystem, offering unique opportunities and challenges for consumers, brands, retailers, and regulators. This paper explores retail media through a multi-stakeholder lens, examining its implications from these distinct perspectives. Consumers benefit from personalized shopping experiences but remain concerned about data privacy and ad annoyance. Brand managers see retail media as a critical channel for reaching targeted audiences and driving sales, yet must navigate competitive pressures and incrementality questions. Retailers leverage retail media as a revenue stream and strategic advantage but face the complexities of balancing their roles as platform providers and competitors. Regulators, meanwhile, grapple with ensuring fair competition, data transparency, and consumer protection. We connect the dots between these four stakeholder perspectives in our dynamic conceptual framework. We link the consumer, brand manager, retailer, and regulator viewpoints in a diamond-shaped model, highlighting shared objectives such as transparency, trust, and innovation. We offer practical advice on these issues based on our retail media experience. Our research questions and review of recent findings underscore the importance of cross-stakeholder collaboration and the need for a balanced approach that maximizes short-term benefits while ensuring long-term value for all participants in the retail media ecosystem.
摘要：零售媒体正在重塑零售与广告两大生态系统，为消费者、品牌方、零售商及监管机构带来了独特的机遇与挑战。本文从多利益相关者视角出发探究零售媒体，分析其对不同利益者产生的影响。消费者能从零售媒体中获得个性化购物体验，但仍对数据隐私及广告干扰问题表示担忧。品牌管理者将零售媒体视为触达目标受众、推动销量的关键渠道，却需应对竞争压力及增量效果相关的疑问。零售商则将零售媒体视为收入来源与战略优势，但在平衡自身 “平台提供者” 与 “竞争者” 双重角色时面临复杂挑战。与此同时，监管机构正致力于确保市场公平竞争、数据透明及消费者权益保护。在动态概念框架中，我们将上述四方利益相关者的视角关联起来，构建了一个菱形模型，用以呈现各方共同的目标（如透明度、信任度、创新性）。基于我们在零售媒体领域的实践经验，本文就相关问题提供了实用建议。研究提出的问题及对近期研究成果的综述证明了跨利益方协作得重要性，且需采取均衡路径——在为零售媒体生态系统所有参与者保障长期价值的同时，实现短期效益最大化。
2.The illusion of calorie fluency: How metacognitive uncertainty leads to less extreme healthiness perceptions of foods
卡路里熟练度错觉：元认知不确定性如何降低对食品健康程度的极端认知
作者：Deidre Popovich和Ryan Hamilton
Abstract: Calorie information is frequently displayed in retail settings where food items are purchased, including grocery stores, hypermarkets, restaurants, cafés, convenience stores, and specialty shops. Some types of retailers are legally required to display calorie counts on packaging, menus, or menu boards. Conventional wisdom suggests that as people become more exposed to calorie information, they will make more informed choices and will be better able to judge the healthiness of foods. This research proposes a more nuanced influence of calorie information on consumers’ food evaluations. Specifically, this research hypothesizes that consumers are often overly confident in their ability to use calories to evaluate foods, an illusory fluency that is likely the result of the ubiquity of calorie information. Consistent with this illusory fluency account, this research finds that when consumers attempt to use calorie information in an evaluation or estimation task, the result can create metacognitive uncertainty, resulting in more moderate (i.e., less extreme) evaluations of the healthiness of foods. After trying to utilize their calorie knowledge in judgments or evaluations, consumers subsequently evaluate unhealthy foods as healthier, and healthy foods as less healthy. Nine experiments support the prediction that metacognitive uncertainty in the usage of calorie information in judgments can lead to more moderate evaluations of the healthiness of foods, and less healthy food choices.
摘要：热量信息常见于人们购买食品的零售场景中，包括杂货店、大型超市、餐厅、咖啡馆、便利店及专卖店等。法律还要求某些类型的零售商在食品包装、菜单或菜单上标注卡路里数值。传统观念认为，随着人们接触卡路里信息的增多，他们会做出更明智的选择，也能更准确地判断食品的健康程度。然而，本研究提出，卡路里信息对消费者食品评价的影响更为复杂。具体而言，本研究假设：消费者往往对自身运用卡路里信息评价食品的能力过度自信，这种 “熟练度错觉” 很可能源于卡路里信息的普遍存在。与这一 “熟练度错觉” 解释相符的是，研究发现，当消费者试图在评价或估算任务中运用卡路里信息时，结果反而会引发元认知不确定性，进而导致他们对食品健康程度的评价更趋温和（即非极端化）。在尝试运用卡路里知识进行判断或评估后，消费者会将不健康食品判定为更健康，同时将健康食品判定为健康程度更低。九项实验均证实了如下预测：在判断过程中运用卡路里信息时产生的元认知不确定性，会导致人们对食品健康程度的评价更趋温和，且会选择健康程度更低的食品。
3.VR retailing: When and why immersion pays off
虚拟现实零售：沉浸式体验何时及为何见效
作者：Yunen Zhang, Wei Shao, Sara Quach, Park Thaichon和Qianmin Li
Abstract: As immersive virtual reality (VR) becomes increasingly integrated into retail, understanding when and why it delivers value over non-immersive alternatives is crucial for making investment decisions. This research identifies the conditions under which immersive VR enhances consumer purchase intention and when non-immersive VR can serve as a cost-effective substitute. The findings demonstrate that immersive VR outperforms non-immersive VR when product interactivity is low, as the immersive environments compensate for limited consumer-product interaction. However, under high interactivity, the effectiveness of immersive VR depends on product type and sensory design. For graspable products, immersive VR consistently facilitates purchase regardless of whether haptic cues are present. In contrast, for non-graspable products, immersive VR only yields an advantage when haptic cues are available. Without such tactile feedback, non-immersive VR becomes equally effective and offers a more resource-efficient solution. These insights challenge the assumption that more immersive technology is inherently better. Instead, the benefits of immersive VR depend on how consumers engage with different products and whether the sensory inputs match embodied expectations. From a managerial perspective, the findings provide a strategic guide for aligning VR investment with product characteristics. Retailers should consider adopting immersive VR selectively, especially in low-interactivity contexts or when presenting graspable products. When product tactility is limited or haptic cues are not feasible, non-immersive VR offers a viable and scalable alternative. This research delivers actionable insights for optimizing VR retail strategies, enabling firms to tailor technology use in ways that enhance consumer understanding and drive purchase outcomes.
摘要：随着沉浸式虚拟现实（VR）技术日益融入零售领域，明确该技术在何时能相较于非沉浸式方案创造价值、以及为何能创造价值，对于制定投资决策至关重要。本研究明确了沉浸式VR提升消费者购买意愿的适用条件，以及非沉浸式VR可作为高性价比替代方案的场景。研究结果表明，当产品互动性较低时，沉浸式VR的效果优于非沉浸式VR，因为沉浸式环境能弥补消费者与产品之间有限的互动性。然而，在产品互动性较高的情况下，沉浸式VR的有效性取决于产品类型与感官设计。对于可抓取类产品，无论是否存在触觉提示，沉浸式VR始终能促进购买行为；相反，对于不可抓取类产品，沉浸式VR仅在具备触觉提示时才具备优势。若缺乏此类触觉反馈，非沉浸式VR的效果将与沉浸式VR相当，且能提供更具资源效率的解决方案。这些研究发现对 “沉浸式越强的技术本质上越优越” 这一固有假设提出质疑。事实上，沉浸式VR的价值取决于消费者与不同产品的互动方式，以及感官输入是否与身体感知预期相符。从管理实践视角来看，研究结果为企业如何根据产品特性制定VR投资策略提供了指导性框架。零售商应选择性地采用沉浸式VR，尤其适用于产品互动性较低的场景，或用于展示可抓取类产品的场景。当产品触觉体验有限、或无法实现触觉提示时，非沉浸式VR可作为一种可行且具备规模化应用潜力的替代方案。本研究为优化VR零售策略提供了可落地的洞见，助力企业通过定制化应用技术提升消费者对产品的认知，并最终推动购买转化。
4.Generating insult from injury: Receiving self improvement gifts causes negative word of mouth
因“赠”致“辱”：收到自我提升类礼物引发负面口碑
作者：Linnéa M. Chapman和Farnoush Reshadi
Abstract: Many retailers sell self improvement products - and some market these products as gifts. The present research reveals that doing so could have negative consequences. Five experiments investigated how recipients respond to self improvement gifts offering betterment in terms of physical appearance or communication skills. Results show that those who receive self improvement (vs. non improvement) gifts generate more negative word of mouth about the products they receive, for example, by giving them lower star ratings. This effect is explained by the hurt feelings that recipients of self improvement gifts experience. We identify two ways retailers can attenuate the negative word of mouth stemming from self improvement gifts. First, offering financial incentives when soliciting online reviews reduces gift recipients’ negativity. Second, using a humanized appeal when soliciting online reviews helps prevent negative product review ratings. The present findings have important implications for retailers that sell self improvement products. Specifically, retailers could use financial incentives and humanized review requests to attenuate negative word of mouth, or adjust elements of the marketing mix to nudge consumers away from selecting self improvement products as gifts.
摘要：许多零售商销售自我提升类产品，部分零售商还将这类产品作为礼品进行推广。本研究发现，这种营销方式可能会产生负面后果。本文通过五项实验，探究了接收者对“旨在改善外貌或沟通能力”的自我提升类礼物的反应。结果表明，与收到非自我提升类礼物的群体相比，收到自我提升类礼物的群体会对所获产品产生更多负面口碑，例如给出更低的星级评分。这一效应的成因在于，收到自我提升类礼物的收礼者会产生受伤情绪。研究还发现了两种零售商可用于缓解自我提升类礼物引发的负面口碑的方法：第一，在邀请接收者发表在线评论时提供经济激励，可降低其负面评价；第二，在邀请发表在线评论时采用人性化的诉求方式，有助于避免出现负面的产品评价。本研究结果对销售自我提升类产品的零售商具有重要启示。具体而言，零售商可通过提供经济激励和采用人性化评论邀请的方式来缓解负面口碑，也可调整营销组合的相关要素，引导消费者避免选择自我提升类产品作为礼品。
5.Navigating online order fulfillment failures: Impacts on future customer behavior and the role of retailer mitigation
应对在线订单履约失败：对未来客户行为的影响及零售商缓解措施的作用
作者：Pedro Amorim, Fredrik Eng-Larsson和Robert P. Rooderkerk
Abstract: In online grocery retail, out-of-stocks can cause order fulfillment failures. Store-based fulfillment models have heightened this challenge. Here, online customers often receive orders not fulfilled as expected, with products being substituted, partially fulfilled, or reimbursed. When order fulfillment fails, the customer may change future ordering behavior by delaying the next order or by spending less in the online channel. Using data from the online operation of a leading omnichannel grocery retailer, we evaluate the magnitude of impact on the next order when the prior one is not fulfilled as expected. We also explore the role of retailer efforts in mitigating this impact. We find that failures significantly delay the time to the next order by 7.22% on average, with delays becoming more pronounced for non-perishable products. Spending reductions are especially evident when promoted items fail to ship. Mitigation efforts, substitutions in particular, often exacerbate delays and compound the dissatisfaction. Although substitutions help recover lost sales, they negatively impact future customer behavior. This suggests that selective stockout prevention, coupled with improved substitution practices, should be prioritized to optimize economic and customer outcomes.
摘要：在线食品杂货零售中，缺货可能导致订单履约失败。门店履约模式加剧了这一挑战。在该模式下，在线客户的订单往往无法按预期履约，商品可能被替换、部分履约或进行退款。当订单履约失败时，客户可能会改变未来的下单行为，例如推迟下一次下单时间，或减少在线渠道的消费金额。本研究利用某头部全渠道食品杂货零售商在线业务的数据，评估了前一次订单未按预期履约时，对下一次订单产生的影响程度，同时探究了零售商缓解措施在减轻这种影响中所起的作用。研究发现，履约失败会显著推迟下一次下单时间，平均延迟幅度达7.22%，且对非易腐类商品而言，延迟现象更为明显。当促销商品无法发货时，客户消费金额的减少尤为显著。缓解措施（尤其是商品替换）往往会加剧下单延迟，并加重客户不满。尽管商品替换有助于挽回部分流失的销售额，却会对客户未来的消费行为产生负面影响。这表明，零售商应优先采取有针对性的缺货预防措施，同时改进商品替换策略，以实现经济效益与客户体验的优化。
6.From rarity to desire: How introducing new limited editions, the immediacy of sellouts, and distribution strategies drive brand repurchase intentions
从稀缺到渴望：推出新限量版产品、售罄即时性及分销策略如何驱动品牌重购意愿
作者：Michael Steiner, Wayne D. Hoyer, Manfred Krafft, Lena Kamp,Christine M和Feddersen-Arden
Abstract: Limited Editions (LEs) are common in premium markets. Before launching a new LE, managers must decide how many units to produce and, thereby, influence how quickly it sells out. Our research examines (a) how sellout immediacy, (b) a hedonic vs. utilitarian nature of LEs, and (c) distribution strategies (the manufacturer’s app and raffle vs. retailers) influence perceived uniqueness, hedonic, and utilitarian brand value and, finally, brand repurchase intentions. For hedonic LEs, immediate sellouts harm repurchase intentions, whereas non-immediate sellouts do not. Switching to sales via an app and a raffle reduces these negative effects of immediate sellouts. However, for utilitarian LEs, negative outcomes dominate regardless of the sellout immediacy or distribution. These findings highlight that sellouts of utilitarian LEs and immediate sellouts of hedonic LEs are a threat to brand value and repurchase intentions.
摘要：限量版（LEs）在高端市场中十分常见。管理者在推出新限量版产品前，必须决定生产数量，进而影响产品的售罄速度。本研究探讨了以下三方面因素如何影响消费者感知的独特性、品牌享乐价值与实用价值，并最终作用于品牌重购意愿：（a）售罄即时性；（b）限量版产品的享乐属性与实用属性差异；（c）分销策略（品牌方应用程序及抽奖模式vs.零售商分销）。对于享乐型限量版产品，即时售罄会损害品牌重购意愿，而非即时售罄则无此负面影响；若转而通过品牌应用程序及抽奖模式销售，可减轻即时售罄带来的这些负面效应。然而，对于实用型限量版产品，无论售罄即时性如何、采用何种分销策略，负面结果均占主导。这些研究结果表明，实用型限量版产品的售罄现象，以及享乐型限量版产品的即时售罄现象，均会对品牌价值与品牌重购意愿构成威胁。
7.Assessing fast fashion overstock through time-to-peak-sales
基于销售达峰时间评估快时尚库存积压问题
作者：Yufei Zhang, Joyce (Feng) Wang, Chen Lin和G. Tomas M. Hult
Abstract: Product overstock is widely recognized as a principal contributor to diminished profitability and adverse environmental impacts in the fast fashion industry. While considerable attention has been directed toward optimizing the stock-in process, including the adoption of on-demand manufacturing and inventory optimization strategies, solutions for preventing overstock during the stock-out process have largely relied on end-of-season clearance. This reactive approach frequently yields suboptimal outcomes, thereby underscoring the urgent need for a proactive strategy that empowers managers to implement timely, strategic interventions to mitigate overstock problems. This study introduces time-to-peak-sales as an early warning system for the fast fashion industry, offering a viable method for the early detection of product overstock and establishing criteria for prioritizing unsold inventory that demands immediate managerial attention. Drawing on the product life cycle framework and the distinctive practices inherent in fast fashion, we define time-to-peak sales as the number of weeks required for a product to reach its peak sales, positing that it is positively associated with product overstock. Utilizing data from multiple brands across two distinct datasets, we conduct a comprehensive exploration of fast fashion overstock through comparative analyses, model-free descriptive statistics, and regression analyses. Our findings consistently underscore that time-to-peak-sales is a pivotal metric in inventory management, firmly anchored within the product life cycle framework.
摘要：在快时尚行业，库存积压被公认为是导致盈利能力下降和不良环境影响的主要因素。尽管目前已有大量精力投入到优化入库流程中（包括采用按需生产和库存优化策略），但在出库流程中预防库存积压的解决方案，仍在很大程度上依赖季末清仓。这种被动应对方式往往效果欠佳，因此亟需一种主动策略，让管理者能够及时实施战略性干预，以缓解库存积压问题。本研究将 “销售达峰时间” 作为快时尚行业的预警机制，为及早发现产品库存积压提供了可行方法，并确立了优先级判定标准，帮助管理者筛选需立即关注的滞销库存。基于产品生命周期理论框架及快时尚行业固有的独特运营模式，本研究将 “销售达峰时间” 定义为产品达到销量峰值所需的周数，并假设该指标与产品库存积压呈正相关。研究利用两个不同数据集涵盖的多个品牌数据，通过对比分析、无模型描述性统计及回归分析，对快时尚库存积压问题展开全面探究。研究结果一致表明，在产品生命周期理论框架下，销售达峰时间是库存管理中的关键指标。
8.Unifying or discriminating: Competitive pricing strategies for multi-channel retailers
统一还是差别定价：多渠道零售商的竞争性定价策略
作者：Kun Zhang, Yue Dai和Gangshu (George) Cai
Abstract: Multi-channel retailers face a crucial decision of whether to charge the same price online and offline. To examine the competitive pricing strategy, we construct a duopoly model with two multi-channel retailers for which consumers are heterogeneous in their brand preferences. Additionally, consumers have heterogeneous product familiarity and are categorized into informed and uninformed segments. While informed consumers are aware of desirable product variants, uninformed consumers may purchase unfit variants and subsequently return them, which incurs return costs for both themselves and the retailer. Therefore, retailers offer store assistance to help uninformed consumers find their matching products. Our analysis reveals that the equilibrium pricing structure is influenced by two effects: the channel-efficiency effect drives the adoption of uniform pricing when a retailer’s store assistance cost is efficient, while the competition effect drives dual pricing when consumers exhibit weak brand preferences and uniform pricing otherwise. The interaction of these effects leads to both symmetric and asymmetric pricing equilibria. In particular, an asymmetric pricing equilibrium emerges when the channel-efficiency effect favors uniform pricing and the competition effect is significant, and at this asymmetric equilibrium, the uniform pricing retailer can outperform its dual pricing rival by offering a uniform price lower than the online and offline prices of the rival.
摘要：多渠道零售商面临一项关键决策：线上线下是否应执行相同定价。为探究竞争性定价策略，本研究构建了一个双寡头模型，模型中包含两家多渠道零售商，且消费者的品牌偏好存在异质性。此外，消费者对产品的熟悉度同样具有异质性，据此可将其划分为知情消费者群体与非知情消费者群体。知情消费者了解心仪的产品款式，而非知情消费者可能会购买到不合适的款式，进而选择退货——这会给消费者自身及零售商均带来退货成本。因此，零售商提供门店协助服务，以帮助非知情消费者找到契合自身需求的产品。研究分析表明，均衡定价结构受两种效应影响：其一为渠道效率效应，当零售商的门店协助成本具备效率优势时，该效应会推动其采用统一定价；其二为竞争效应，当消费者品牌偏好较弱时，该效应会促使零售商采用双重定价（线上线下异价），反之则倾向于采用统一定价。这两种效应的相互作用，会催生对称定价均衡与非对称定价均衡两种结果。具体而言，当渠道效率效应倾向于支持统一定价、且竞争效应显著时，非对称定价均衡便会出现；在此均衡状态下，采用统一定价的零售商可通过设定低于竞争对手线上及线下价格的统一售价，实现比采用双重定价的竞争对手更优的经营表现。
9.Promoting product returns? The impact of at-purchase and post-purchase discounts on customers’ return behavior
助长产品退货？购买时折扣与购买后折扣对消费者退货行为的影响
作者：Maarten J. Gijsenberg, Tammo H.A. Bijmolt和Christian F. Hirche
Abstract: Online retailers dynamically adjust product prices, potentially influencing both purchase and return behavior of customers. In particular, price discounts may affect returns not only for purchases made during the discount period (at-purchase discounts) but also for purchases made beforehand if a lower price is observed within the return window (post-purchase discounts). This study examines the impact of both discount types on product returns, using transaction data from a major European generalist online retailer comprising nearly 84 million purchases and over 37 million returns across >300 product categories. Results indicate that at-purchase discounts are associated with a linear decline in return rates, whereas post-purchase discounts above 25 % increase return rates in a non-linear fashion. On average, the adverse effects of post-purchase discounts outweigh the favorable effects of at-purchase discounts for discounts exceeding 40% (20%) among customers without (with) discount-driven return experience. These effects vary considerably across product categories, depending on shopping motives, category characteristics, and marketing mix. In the end, retailers should recognize that deep discounts may inadvertently promote product returns.
摘要：在线零售商动态调整产品价格，这可能会同时影响消费者的购买行为与退货行为。具体而言，价格折扣（即购买时折扣）不仅可能影响折扣期间所购商品的退货，若消费者在退货窗口期内发现商品价格更低（即购买后折扣），还可能影响此前所购商品的退货。本研究以某欧洲大型综合类在线零售商的交易数据为基础，探究了这两种折扣类型对产品退货的影响。该数据集涵盖300多个产品品类，包含近8400万笔购买记录与超过3700万笔退货记录。研究结果表明，购买时折扣与退货率呈线性负相关；而当购买后折扣力度超过25%时，会以非线性方式推高退货率。平均而言，对于无折扣驱动型退货经历的消费者，当折扣力度超过40%时，购买后折扣的负面影响会超过购买时折扣的正面影响；对于有折扣驱动型退货经历的消费者，这一临界折扣力度为20%。这些效应在不同产品品类间差异显著，具体取决于购物动机、品类特征及营销组合。最终研究指出，零售商应认识到，大幅折扣可能会在不经意间助长产品退货行为。
10.The role of customer experience dimensions in expanding customer–firm relationships: A customer expansion journey approach
顾客体验维度在拓展顾客—企业关系中的作用：基于顾客拓展旅程的视角
作者：Lily (Xuehui) Gao, Iguácel Melero-Polo和F. Javier Sese
Abstract: Expansion of customer–firm relationships has become crucial for firms to ensure survival and growth. However, siloed management of multiple expansion behaviors represents the dominant approach in academic research and business practice. This study advocates an expansion as a journey approach, where the customer expansion process is modeled through a customer expansion journey comprising a number of states that can be inferred from customer expansion behavioral manifestations and that represent varying intensities in the interdependencies and ties between the customer and the firm. In addition, we adopt a multidimensional view of the customer experience and investigate the roles of the various experience dimensions (i.e., recency, peak, trend, and fluctuation) in determining consumers’ upward and downward movements along the expansion journey at different rates. Using a uniquely rich dataset in the Spanish telecom market for a representative sample of 12,496 customers over four years, and applying advanced hidden Markov modeling techniques, we provide an empirical illustration of the proposed framework. We derive novel theoretical and practical insights into the multifaceted and dynamic customer expansion process, its underlying states, and the role of customer experience dimensions in the transitions across states.
摘要：顾客—企业关系的拓展已成为企业生存与发展的关键。然而，在学术研究与商业实践中，对多种拓展行为的孤立管理仍是主流方式。本研究倡导将 “拓展” 视为一种 “旅程” 的研究视角，将顾客拓展过程构建为 “顾客拓展旅程” 模型——该旅程包含多个状态，这些状态可通过顾客拓展行为表现推断得出，且体现了顾客与企业之间相互依赖及关联强度的不同水平。此外，本研究采用顾客体验的多维度视角，探究不同体验维度（即近期体验、峰值体验、趋势体验与波动体验）在决定消费者沿拓展旅程向上或向下移动速度方面的作用。研究利用西班牙电信市场的独特丰富数据集（涵盖4年间12,496名代表性顾客的信息），并运用先进的隐马尔可夫建模技术，为所提出的理论框架提供了实证例证。研究针对多维度、动态化的顾客拓展过程及其潜在状态，以及顾客体验维度在状态转换中的作用，得出了具有创新性的理论与实践启示。
—END—
声明：本公众号每周一和每周三定期更新，根据需要会不定期增加更新频次。因时间和水平所限，中文译文可能存在不准确之处，欢迎反馈意见给我们。本文版权归原作者及原出处所有，内容为作者观点，并不代表本公众号赞同其观点及对其真实性负责。如涉及版权等问题，请及时与我们联系，我们立即更正或删除相关内容。本公众号拥有对此声明的最终解释权。