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Three essays on customer chemistry.

机译：关于客户化学的三篇论文。

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摘要

The focus of much marketing research for the past two decades has been on the role of consumption in consumers' lives. Relationships with products, brands, and favorite possessions have captured the interest of researchers and practitioners. More recently the concept of brand love has emerged to describe the lengths to which some consumers will go to maintain relationships with certain consumed objects. But is consumer love contained only to favorite brands or might there be different types of love as in interpersonal relationships? This dissertation presents a case for the development of one type of consumer love -- customer chemistry, the consumer process of forming a positive, environmentally-derived attachment to a retailer.;Because the concept of customer chemistry is new, this dissertation employs a methodical approach necessary for building theory. Essay One (Chapter Two) explores the reactions of consumers to a select group of retailers. Through analysis of their reactions to various retail servicescapes, the researcher draws conclusions regarding the levels of importance that consumers place on specific elements of the retail experience.;Essay Two (Chapter Three) delineates the bridging laws that allow for theory development. Conclusions from the previous essay inform the creation of a model that describes the customer chemistry process and allows for prediction of specific antecedents and outcomes. The model is tested using structural equation modeling (SEM).;With customer chemistry established empirically, Essay Three (Chapter Four) explores the purpose that customer chemistry serves in consumers' lives. Modified consumer life histories describe customer chemistry in the context of life narratives, suggesting that customer chemistry plays an important role in identity construction. While the concept of consumption serving an identity creation purpose for consumers is not new, the idea that a place (in this case, a retail store) can serve that purpose is unique to this research.;This dissertation argues for a better understanding of consumers' relationships with loved retailers and suggests several avenues for future research. The surface of a broad phenomenon has only been scratched, but important groundwork is laid for the development of a rich stream of research, one that can benefit researchers, practitioners, and consumers.;Keywords. Identity construction, life history, narrative, SEM, retail, consumer behavior.
机译：在过去的二十年中，许多营销研究的重点一直放在消费在消费者生活中的作用上。与产品，品牌和喜爱的财产的关系吸引了研究人员和从业人员的兴趣。最近，品牌热爱的概念出现了，它描述了一些消费者将维持与某些消费对象的关系的时间。但是，消费者的爱是否只包含在喜爱的品牌中，或者像人际关系中可能存在不同类型的爱？这篇论文为发展一种消费者热爱提供了一个案例-客户化学，消费者形成零售商对产品的积极，环保的依恋的过程。由于客户化学的概念是新的，因此本文采用了一种有条理的方法建立理论所必需的方法。文章一（第二章）探讨了消费者对精选零售商的反应。通过分析他们对各种零售服务领域的反应，研究人员得出了有关消费者对零售体验的特定要素的重视程度的结论。第二篇（第三章）描述了允许理论发展的桥接法则。上一篇文章的结论为模型的创建提供了描述，该模型描述了客户的化学过程，并可以预测特定的前因和结果。该模型使用结构方程模型（SEM）进行了测试。随着经验建立了客户化学，第三篇（第四章）探讨了客户化学在消费者生活中服务的目的。修改后的消费者生活史在生活叙事中描述了顾客的化学反应，这表明顾客的化学反应在身份建构中起着重要的作用。尽管为消费者创建身份标识目的的消费概念并不是什么新鲜事物，但是场所（在这种情况下，是零售商店）可以满足这一目的的想法在本研究中是独一无二的；本论文旨在更好地了解消费者与喜爱的零售商的关系，并为未来的研究提供了几种途径。广泛现象的表面只是被划破了，但是为发展大量的研究奠定了重要的基础，可以使研究人员，从业人员和消费者受益。身份建构，生活史，叙述，SEM，零售，消费者行为。

著录项

  • 作者

    Breazeale, Michael.;

  • 作者单位

    Mississippi State University.;

  • 授予单位 Mississippi State University.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2010
  • 页码 227 p.
  • 总页数 227
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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