Publications

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

Authors:
Brunetti Federico; Bonfanti Angelo; Vigolo Vania
Title:
Empowering customer education: a research agenda for marketing studies
Year:
2016
Type of item:
Contributo in atti di convegno
Tipologia ANVUR:
Contributo in Atti di convegno
Language:
Inglese
Format:
Elettronico
Congresso:
9th Annual Euromed Academy of Business (EMAB) Conference “Innovation, Entrepreneurship and Digital Ecosystems”
Place:
University of Warsaw (Poland)
Period:
September 14-16, 2016
Publisher:
EuroMed Press
ISBN:
978-9963-711-43-7
Page numbers:
393-405
Keyword:
consumer education programs, service marketing, content analysis, gap spotting approach, journal review, literature review, service quality, customer satisfaction, customer expertise, customer knowledge
Short description of contents:
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.
Web page:
http://emrbi.org/wp-content/uploads/2015/09/euromed2015%20book%20of%20proceedings-2015-09-08.pdf
Product ID:
93360
Handle IRIS:
11562/949869
Last Modified:
March 20, 2018
Bibliographic citation:
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 PressProceedings of "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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