کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017317 940297 2015 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
As worlds collide: The role of marketing management in customer-to-customer interactions
ترجمه فارسی عنوان
همانطور که جهان در حال برخورد است: نقش مدیریت بازاریابی در تعاملات مشتری با مشتری
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

Compatibility among customers within a consumption setting can help marketing managers ensure that Customer-to-Customer Interaction (CCI) between heterophilous customers does not detract from either customer's service experience. To date, however, much literature has focused on homophilous customers with few noted exceptions. Our research examines CCI under heterophily, which is important when managing an increasingly diverse customer base. This research presents the phenomenon of the collision of two worlds: FurTime and the Kaleidoscape Conference. FurTime is an annual conference mainly attended by furries. The Kaleidoscape Conference is an annual conference mainly attended by people from under-represented ethnoracial groups who are interested in pursuing doctorates in a business discipline. We employ netnography and introspection to theorize about how understanding CCI in the form of acculturation, competition, coopetition, cooperation, and territorialism can inform the role of the marketing manager within CCI.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 68, Issue 1, January 2015, Pages 119–126
نویسندگان
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