A matter of time: Phases of customer co-creation community participation and their impact on customer behavior

Despite the growing relevance of co-creating customer communities only little scientific evidence is available on their impact on transactional behavior of participants. Previous research has mostly used self-reported data or distinguished only between during and pre-community phases obtaining mixed results. However, the author proposes that co-creating community activity takes place in five distinguishable phases and changes in transactional behavior are limited to certain phases. Using 33 months of transactional data of a Dutch online auction provider a study was conducted covering all five phases of the community co-creation process from community planning over community set-up, co-development and co-testing to post-launch. The overall results indicate mixed effects of community participation on the different transactional variables during the co-creation process. Community participation had positive effects on auctions listing behavior at the community set-up, co-development and post-launch phases, whereby the number of auctions listed peaked during the community set-up phase. These results suggest that the impact on transactional behavior differs between co-creation phases and different psychological mechanism limited to certain phases might trigger the respective changes.

Co-criação de valor do consumidor : impacto na fidelização do paciente ao médico

RESUMO - Confrontados por uma procura mais ativa e exigente e pressionados por uma maior restrição orçamental, os prestadores de saúde têm vindo a reconhecer o Marketing de Fidelização como uma solução sustentável para o seu sucesso financeiro. Assim, a autora explora como se desenvolve a cocriação de valor do consumidor no setor de saúde, nomeadamente, as interações, os atores e as atividades envolvidas na gestão e tratamento da doença. O projeto de investigação foca-se particularmente na cocriação de valor entre o médico regular e o paciente. Foi realizada uma pesquisa exploratória de natureza qualitativa. Os dados recolhidos na APDP, a uma amostra de 16 pacientes diabéticos através da técnica de entrevistas aprofundadas, revelaram que os estilos práticos de criação de valor do consumidor (CVCPS) desenvolvido por McColl-Kennedy et al. (2012) adequam-se às características desta doença. Os resultados do estudo sustentam que os pacientes com estilos práticos de cocriação de valor do consumidor “Parceria” e “Gestor de equipa” tendem a estar associados a um nível de fidelização elevado, pelo que se sugere que estes estilos sejam encorajados pelos prestadores. Em contraste, o Estilo de cocriação “Colaboração Passiva” está potencialmente associado a níveis de fidelização reduzidos, o que também sugere que a participação do paciente no seu relacionamento com o médico possa ser um fator potenciador da sua fidelização. O presente projeto de Investigação pretende ser um contributo teórico para investigação futura na área da cocriação e fidelização, com uma aplicação empírica que contribui para uma maior extensividade dos benefícios da cocriação de valor do consumidor para a Gestão em Saúde.

Online consumer behavior: The tablet shopper – A new kind of customer?

Tablet computers are on the rise and are increasingly superseding stationary computers in terms of modern online shopping. This paper therefore aims on understanding how tablet and website characteristics might impact online consumer behavior. The collected data resulted from focus groups and in-depth interviews conducted with a technology affine audience. It has shown that tablets indeed may have shifted shopping behavior from utilitarian towards rather recreational attributes. Discussions also revealed high customer expectations towards visited shopping websites and prevailing deficits. Thus, harnessing the concept of experiential flow is crucial. Compelling experiences are required to increase the duration of stay and consequently the likelihood of increased purchases.

Strategic account management: the path to gain customer loyalty

The account management field works closely with the sales team, serving as the customer’s primary point of contact. This project’s purpose was to understand if shifting the account management from brand centric to customer centric, would be the best fit for a Portuguese Pharmaceutical company. This customer centric approach - Strategic Account Management (SAM) - was studied, understanding the implicated trade-offs to the company. The workforce was probed about the project and their comments were analyzed. The conclusion points to an implementation of SAM and proposes the adaptations to follow in order to smooth the change.

Can location-based mobile marketing enhance the customer experience and increase customer satisfaction and loyalty?

This study intends to explore the impact of customer experience on customer satisfaction and loyalty by trying to understand how location-based mobile marketing might enhance the customer experience. Primary data was collected from 201 smartphone users in 24 countries. Results have indicated that targeted location-based marketing positively influences customers’ experiences. Besides, the analysis has also shown a favorable impact on customers’ satisfaction and self-perceived loyalty. This suggests that location-based mobile marketing has the potential to positively add value to a customer’s experience and should therefore be considered an important tool in marketing communications.

Customer relationship management at Siemens Healthcare – a diagnosis and proposal for strategy and market segmentation

Towards a holistic perspective of CRM, this project aims to diagnose and propose a strategy and market segmentation for Siemens Healthcare. The main underlying principle is to apply a full customer-centric outlook taking own business properties into consideration while preserving Siemens Healthcare’s culture and vision. Mainly focused on market segmentation, this project goes beyond established boundaries by employing an unbiased perspective of CRM while challenging current strategy, goals, processes, tools, initiatives and KPIs. In order to promote a sustainable business excellence strategy, this project aspires to streamline CRM strategic importance and driving the company one step forward.

Integration of speech-processing technologies into Activobank's client interaction process

This dissertation analyzes the possibilities of utilizing speech-processing technologies to transform the user experience of ActivoBank’s customers while using remote banking solutions. The technologies are examined through different criteria to determine if they support the bank’s goals and strategy and whether they should be incorporated in the bank’s offering. These criteria include the alignment with ActivoBank’s values, the suitability of the technology providers, the benefits these technologies entail, potential risks, appeal to the customers and impact on customer satisfaction. The analysis suggests that ActivoBank might not be in a position to adopt these technologies at this point in time.

Paradox of choice: The influence of assortment size on customer satisfaction

Recently researchers showed that more choice is not always better. Choosing from large assortments can be overwhelming, raising expectations and decreasing overall level of consumer satisfaction. Author contributes to existing overchoice studies by using real assortment of online stores to find influence of assortment size on customer satisfaction. 90 students participated in the main experiment, where they chose a smartphone case for their friend. Results of the study show that large assortment size leads to higher expectations, higher choice difficulty and higher level of satisfaction. This research does not show overchoice presence and author suggests future studies could focus more on assortment variety and more personal characteristics of consumers, like preference uncertainty.

The impact of online promotional efforts on customer acquisitiom and retention at continente.pt

Continente Online (COL) is the market leader of online grocery retailing in Portugal. Aiming at sustaining this position, it has been focusing its promotional efforts in acquiring and retaining customers. This report intakes an extensive study on the impact of COL’s exclusive promotional efforts (free delivery offers and ten percent discounts on loyalty card) on customer acquisition and retention, as well as, a cost analysis on these offers. Two econometric models were developed and the results were interesting. It was concluded that free delivery offers have a significant impact both in terms of customer acquisition and retention, having also a lower cost in comparison with ten percent on loyalty card discounts.

Questionário de satisfação do utente e do profissional : impacto num laboratório de análises clínicas

RESUMO: Temos assistido a uma evolução impressionante nos laboratórios de análises clínicas, os quais precisam de prestar um serviço de excelência a custos cada vez mais competitivos. Nos laboratórios os sistemas de gestão da qualidade têm uma importância significativa nesta evolução, fundamentalmente pela procura da melhoria continua, que ocorre não só ao nível de processos e técnicas, mas também na qualificação dos diferentes intervenientes. Um dos problemas fundamentais da gestão e um laboratório é a eliminação de desperdícios e erros criando benefícios, conceito base na filosofia LeanThinking isto é “pensamento magro”, pelo que é essencial conseguir monitorizar funções críticas sistematicamente. Esta monitorização, num laboratório cada vez mais focalizado no utente, pode ser efetuada através de sistemas e tecnologias de informação, sendo possível contabilizar número de utentes, horas de maior afluência, tempo médio de permanência na sala de espera, tempo médio para entrega de análises, resultados entregues fora da data prevista, entre outros dados de apoio à decisão. Devem igualmente ser analisadas as reclamações, bem como a satisfação dos utentes quer através do feedback que é transmitido aos funcionários, quer através de questionários de satisfação. Usou-se principalmente dois modelos: um proposto pelo Índice Europeu de Satisfação do Consumidor (ECSI) e o outro de Estrutura Comum de Avaliação (CAF). Introduziram-se igualmente dois questionários: um apresentado em formato digital num posto de colheitas, através de um quiosque eletrónico, e um outro na página da internet do laboratório, ambos como alternativa ao questionário em papel já existente, tendo-se analisado os dados, e retirado as devidas conclusões. Propôs-se e desenvolveu-se um questionário para colaboradores cuja intenção foi a de fornecer dados úteis de apoio à decisão, face à importância dos funcionários na interação com os clientes e na garantia da qualidade ao longo de todo o processo. Avaliaram-se globalmente os resultados sem que tenha sido possível apresentá-los por política interna da empresa, bem como se comentou de forma empírica alguns benefícios deste questionário. Os principais objetivos deste trabalho foram, implementar questionários de satisfação eletrónicos e analisar os resultados obtidos, comparando-os com o estudo ECSI, de forma a acentuar a importância da análise em simultâneo de dois fatores: a motivação profissional e a satisfação do cliente, com o intuito de melhorar os sistemas de apoio à decisão. ------------------------ ABSTRACT: We have witnessed an impressive development in clinical analysis laboratories, which have to provide excellent service at increasingly competitive costs, quality management systems have a significant importance in this evolution, mainly by demanding continuous improvement, which does not occur only in terms of processes and techniques, but also in the qualification of the various stakeholders. One key problem of managing a laboratory is the elimination of waste and errors, creating benefits, concept based on Lean Thinking philosophy, therefore it is essential be able to monitor critical tasks systematically. This monitoring, in an increasingly focused on the user laboratory can be accomplished through information systems and technologies, through which it is possible to account the number of clients, peak times, average length of waiting room stay, average time for delivery analysis, delivered results out of the expected date, among other data that contribute to support decisions, however it is also decisive to analyzed complaint sand satisfaction of users through employees feedback but mainly through satisfaction questionnaires that provides accurate results. We use mainly two models one proposed by the European Index of Consumer Satisfaction (ECSI), directed to the client, and the Common Assessment Framework (CAF), used both in the client as the employees surveys. Introduced two questionnaires in a digital format, one in the central laboratory collect center, through an electronic kiosk and another on the laboratory web page, both as an alternative to survey paper currently used, we analyzed the results, and withdrew the conclusions. It was proposed and developed a questionnaire for employees whose intention would be to provide useful data to decision support, given the importance of employees in customer interaction and quality assurance throughout the whole clinical process, it was evaluated in a general way because it was not possible to show the results, however commented an empirical way some benefits of this questionnaire. The main goals of this study were to implement electronic questionnaires and analyze the results, comparing them with the ECSI, in order to emphasize the importance of analyzing simultaneously professional motivation with customer satisfaction, in order to improve decision support systems.

Developing a gamification system to increase customer lifetime value at MyGon

There have never been so many touch points between companies and consumers as there are today, which paradoxically makes it very challenging for companies to be able to retain and engage customers. Gamification is a strategy used by a large number of companies to increase customer engagement and customer lifetime value. This work aims at developing a gamification system for MyGon, a Portuguese startup working in the market of discounts and experiences. In addition to examining the literature concerning gamification, its elements and characteristics, recommendations were developed for addressing MyGon’s business goals of increasing conversion and customer engagement. The gamification mechanisms suggested include badges, missions, points, leaderboards and levels.

Corporate social reponsability strategic corporate social responsability: External and internal outcomes

This study investigates the importance and benefits of having a strategic Corporate Social Responsibility (CSR) program by testing the interrelationships between strategic CSR with three external (reputation, corporate image, and customer loyalty) and four internal (organizational commitment, job satisfaction, performance, and organizational deviance) variables. 269 clients and non-clients along with 190 employees and their direct supervisors completed the survey. Strategic CSR has shown to have a positive impact on all the variables studied with the exception of organizational deviance. Practical implications and suggestions for future research are discussed.

UK Mental health professionals volunteering in LMIC-benefits to UK and host countries

RESUMO: O Royal College of Psychiatrists tem um programa de voluntariado internacional desde 2005. O interesse no Reino Unido tem crescido nos últimos 15 anos com muitos projetos novos. Os benefícios para vários países têm sido reconhecidos. O que está menos claro são os benefícios da experiência para o Reino Unido e do programa de voluntariado do Royal College of Psychiatrists. O objectivo desta dissertação é explorar os benefícios do voluntariado para o Sistema Nacional de Saúde focando principalmente, mas não exclusivamente, o programa de voluntariado do Royal College of Psychiatrists. Nesta dissertação abordamos primeiro o contexto antes de discutirmos dois grandes estudos de psiquiatras e hospitais do Sistema Nacional de Saúde no Reino Unido. Incluimos no estudo todos os psiquiatras registados como Voluntários no Royal College of Psychiatrists e o Grupo de Interesse Especial associado. Foi ainda possível incluir os Diretores Médicos de todos os hospitais do Reino Unido. Os estudos foram desenhados para analisar as opiniões dos Voluntários do Reino Unido sobre os benefícios para os países recetores de baixo e médio rendimento e para o Reino Unido. Todos os 60 hospitais do Sistema Nacional de Saúde foram incluí dos para analisar a opinião sobre Voluntariado. As limitações dos estudos foram a baixa taxa de resposta, mas esta foi comparável a outros estudos do College. É provável haver um enviezamento de resposta e favorecimento dos que estão envolvidos no Voluntariado. Os resultados mostraram um interesse forte no voluntariado e benefícios no Sistema Nacional de Saúde, nas. áreas de liderança, transculturalismo, gestão e recursos e capacidades pessoais. Os hospitais do Sistema Nacional de Saúde valorizaram o voluntariado e, em contrapartida, o valor acrescido para competências profissionais. Os obstáculos contra o Voluntariado a nível individual e dos hospitais foram maioritariamente de natureza prática, tais como obter dispensa do trabalho, substituição no trabalho e custos. As implicações destes estudos são que o programa de voluntariado do College precisa de ser fortalecido. Para assegurar que este trabalho continua é necessário existir uma sensibilização nacional e maior responsabilização sobre os benefícios para o Reino Unido e a nível global. -------------------------- ABSTRACT: The Royal College of Psychiatrists has had an international volunteering programme since 2005. The interest in UK has grown over the past 15 years with many new projects. The benefits in various countries has been acknowledged. What has been less clear are the benefits of the experience back in the UK and of the Royal College of Psychiatrists Volunteer Scheme. The aim of this dissertation is to explore the benefit of volunteering to the NHS focusing mainly, but not exclusively on the Royal College of Psychiatrists Volunteering scheme. In this dissertation we first look at background information before discussing two large surveys of Psychiatrists and NHS Trusts in UK. We surveyed all those registered as Volunteers at the Royal College of Psychiatrists and the associated Special Interest Group. We also were able to survey the Medical Directors of all UK Trusts. The Surveys were designed to assess views of UK Volunteers of benefits to hosts in LMIC and back in UK. All 60 NHS Trusts were surveyed to assess the view of Volunteering. Limitation of the surveys were the low response rate but this was comparable to other College surveys. There is likely to be a bias in response and favour those who are engaged in the Volunteering agenda. Results showed a strong interest in volunteering and perceived benefits in NHS. These areas included leadership, transcultural, resource management and personal skills. NHS trusts valued volunteering and added value to professional competencies on return. Obstacles to Volunteering at individual and Trust level were mainly practical issues such as getting time off, cover and costs. Implications of these surveys are that the College volunteering scheme needs strengthening. There needs to be a National advocacy to ensure that this work continues and greater accountability as to benefits in UK and globally.

A critical review of the possible benefits associated with homeopathic medicine

OBJECTIVE: To evaluate the recent scientific research progress on homeopathy. METHODOLOGY: Homeopathy was evaluated in terms of its clinical research; in vitro research, and physical foundations. The Medline database was the main reference source for the present research, concerning data of approximately the last 10 years. Secondary references (not available in this database) were obtained by means of direct requests to authors listed in the primary references. RESULTS: Clinical studies and in vitro research indicate the inefficacy of homeopathy. Some few studies with positive results are questionable because of problems with the quality and lack of appropriate experimental controls in these studies. The most recent meta-analyses on the topic yielded negative results. One of the few previous meta-analyses with positive results had serious publication bias problems, and its results were later substantially reconsidered by the main authors. The sparse in vitro homeopathic research with positive results has not been replicated by independent researchers, had serious methodological flaws, or when replicated, did not confirm the initial positive results. A plausible mechanism for homeopathic action is still nonexistent, and its formulation, by now, seems highly unlikely. CONCLUSIONS: As a result of the recent scientific research on homeopathy, it can be concluded that ample evidence exists to show that the homeopathic therapy is not scientifically justifiable.

Risks and benefits of hormone replacement therapy in older men

The use of testosterone in older men, known as male hormonal replacement therapy or androgen replacement therapy, has become of increasing interest to both the medical and lay communities over the past decade. Even though the knowledge of the potential benefits and risks of male Androgen Replacement Therapy has increased dramatically, there is still much that needs to be determined. Although there are a number of potential benefits of male Androgen Replacement Therapy and data concerning clinical effects of such replacement have accumulated, as yet there have not been any large multicenter randomized controlled trials of this therapy. It is the purpose of this article to review what is currently known about the possible risks and benefits of male Androgen Replacement Therapy by discussing the clinical trials to date.