Pubblicazioni

Empowering customer education: a research agenda for marketing studies  (2016)

Autori:
Brunetti Federico; Bonfanti Angelo; Vigolo Vania
Titolo:
Empowering customer education: a research agenda for marketing studies
Anno:
2016
Tipologia prodotto:
Contributo in atti di convegno
Tipologia ANVUR:
Contributo in Atti di convegno
Lingua:
Inglese
Formato:
Elettronico
Titolo del Convegno:
9th Annual Euromed Academy of Business (EMAB) Conference “Innovation, Entrepreneurship and Digital Ecosystems”
Luogo:
University of Warsaw (Poland)
Periodo:
September 14-16, 2016
Casa editrice:
EuroMed Press
ISBN:
978-9963-711-43-7
Intervallo pagine:
393-405
Parole chiave:
consumer education programs, service marketing, content analysis, gap spotting approach, journal review, literature review, service quality, customer satisfaction, customer expertise, customer knowledge
Breve descrizione dei contenuti:
The aim of this paper is to build upon previous research about customer education in the marketing studies in order to identify research gaps in the existing marketing literature and to suggest a research agenda about this topic. The analytical approach of this paper draws heavily on theoretical evidence published in the marketing literature. From a methodological point of view, after an extensive review of marketing studies on this topic, a content analysis was conducted in relation to the study’s purpose in order to reveal potential gaps in literature and suggest a research agenda about customer education in marketing studies. Based on the findings, the following future research directions are proposed: 1) integration of the concepts of customer education, expertise and knowledge; 2) analyses of the advantages of customer education for internationalization as well as the identification of risks connected with educating customers; 3) measurement of customer education; 4) investigation of companies that actually offer customer education programs, and 5) examination of different service contexts. Marketing scholars can use this paper as a reference for identifying specific research areas to be investigated and further enhance existing knowledge.
Pagina Web:
http://emrbi.org/wp-content/uploads/2015/09/euromed2015%20book%20of%20proceedings-2015-09-08.pdf
Id prodotto:
93360
Handle IRIS:
11562/949869
ultima modifica:
20 marzo 2018
Citazione bibliografica:
Brunetti Federico; Bonfanti Angelo; Vigolo Vania, Empowering customer education: a research agenda for marketing studies  in Innovation, Entrepreneurship and Digital Ecosystems Conference Readings Book ProceedingsEuroMed PressAtti di "9th Annual Euromed Academy of Business (EMAB) Conference “Innovation, Entrepreneurship and Digital Ecosystems”" , University of Warsaw (Poland) , September 14-16, 2016 , 2016pp. 393-405

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Titolo Dipartimento Responsabili
Investigating performing-arts organizations between customer education and performance quality Dipartimento Economia Aziendale Federico Brunetti
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