„Deal of the Day“-Plattformen: Was treibt die Kundenloyalität?

WIRTSCHAFTSINFORMATIK - Tập 55 - Trang 159-173 - 2013
Hanna Krasnova1, Natasha F. Veltri2, Klaus Spengler3, Oliver Günther4
1Institute of Information Systems, Humboldt-Universität zu Berlin, Berlin, Deutschland
2Information and Technology Management, The University of Tampa, Tampa, USA
3BearingPoint GmbH, Berlin, Deutschland
4Universität Potsdam, Potsdam, Deutschland

Tóm tắt

Die Beliebtheit von „Deal of the Day“ (DoD)-Plattformen ist rasant angestiegen, da sie Einsparungen für lokale Dienstleistungen, Produkte und Urlaube anbieten. Für Händler stellen diese Plattformen einen neuen Marketingkanal dar, um ihre Produkte und Services zu bewerben und neue Kunden zu gewinnen. Die Betreiber von DoD-Plattformen kämpfen jedoch um einen stabilen Marktanteil und Profitabilität, da Eintritts- und Wechselkosten gering sind. Um eine wettbewerbsfähige Marktposition zu halten, suchen DoD-Betreiber daher nach Wegen, um einen loyalen Kundenstamm aufzubauen. Jedoch gibt es bisher kaum Forschung, welche die Determinanten von Kundenloyalität in diesem neuen Kontext untersucht. Um diese Lücke zu füllen, nutzt diese Studie die Grounded-Theory-Methodologie, um ein konzeptionelles Modell der Kundenloyalität für DoD-Betreiber zu entwickeln. Im nächsten Schritt werden diese qualitativen Erkenntnisse erweitert und validiert unter Verwendung quantitativer Daten, die im Rahmen einer Umfrage unter 202 DoD-Nutzern erhoben wurden. Die Autoren haben herausgefunden, dass Kundenloyalität zu einem großen Teil von monetären Anreizen beeinflusst wird, welche jedoch untergraben werden, wenn die Begegnung mit dem Händler unter den Erwartungen bleibt. Zusätzlich stellen die Erweiterung des Anteils relevanter Deals für Kunden (d.h. das Signal-Rausch-Verhältnis) und die Verringerung des wahrgenommenen Risikos einer Transaktion eine Herausforderung dar. Neben ihrem theoretischen Wert bieten die Erkenntnisse praktische Einblicke darüber, wie die Kundenloyalität zu DoD-Betreibern verbessert werden kann.

Tài liệu tham khảo

Agrawal R (2011a) Former Groupon employee describes high-pressure tactics culture and merchants “freaking out”. http://techcrunch.com/2011/06/16/groupon-sales-merchants-freaking-out/. Abruf am 2012-07-01 Agrawal R (2011b) Groupon was ”The single worst decision I have ever made as a business owner”. http://techcrunch.com/2011/06/09/groupon-single-worst-decision/. Abruf am 2012-07-01 Alexa (2013) The web information company. http://www.alexa.com/siteinfo/. Abruf am 2013-02-18 Armstrong JS, Overton TS (1977) Estimating nonresponse bias in mail surveys. Journal of Marketing Research 14(3):396–402 Bagozzi R, Yi Y, Phillips L (1991) Assessing construct validity in organizational research. Administrative Science Quarterly 36(3):421–458 Bawa K, Shoemaker RW (1987) The coupon-prone consumer: some findings based on purchase behavior across product classes. Journal of Marketing 51(4):99–110 Bhattacherjee A (2001) Understanding information systems continuance: an expectation-confirmation model. MIS Quarterly 25(3):351–370 Bloch P, Black W, Lichtenstein D (1989) Involvement with the equipment component of sport: links to recreational commitment. Leisure Sciences 11(3):187–200 Boon E, Wiid R, DesAutels P (2012) Teeth whitening, boot camp, and a brewery tour: a practical analysis of ‘deal of the day’. Journal of Public Affairs 12(2):137–144 Brown M (2011) Does Groupon promote bad customer service? Brainzooming. http://brainzooming.com/does-groupon-promote-bad-customer-service/9793/. Abruf am 2012-07-01 Byers J, Mitzenmacher M, Potamias M, Zervas G (2011) A month in the life of Groupon. http://arxiv.org/abs/1105.0903. Abruf am 2012-07-01 Byers JW, Mitzenmacher M, Zervas G (2012) The Groupon effect on yelp ratings: a root, cause analysis. In: Proc 13th ACM conference on electronic commerce, EC ’12. ACM, New York, S 248–265 Chandon P, Wansink B, Laurent G (2000) A benefit congruency framework of sales promotion effectiveness. Journal of Marketing 64(4):65–81 Chaudhuri A, Holbrook MB (2001) The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing 65(2):81–93 Chin WW (1998) The partial least squares approach to structural equation modelling. In: Marcoulides GA (Hrsg) Modern methods for business research. Lawrence Erlbaum, Mahwah, S 295–336 Chow S, Reed H (1997) An understanding of loyalty: the moderating role of trust. Journal of Managerial Issues 9(3):275–398 Cohen J (1988) Statistical power analysis for the behavioral sciences, 2. Aufl. Academic Press, New York Cox D, Cox AD (2001) Communicating the consequences of early detection: the role of evidence and framing. Journal of Marketing 65(3):91–103 Cronin J, Brady M, Hult G (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing 76(2):193–218 Dahl DW, Manchanda RV, Argo JJ (2001) Embarrassment in consumer purchase: the roles of social presence and purchase familiarity. Journal of Consumer Research 28(3):473–481 Dholakia UM (2011) What makes Groupon promotions profitable for businesses? SSRN eLibrary. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1790414. Abruf am 2012-07-01 Dholakia UM (2010) How effective are Groupon promotions for businesses? SSRN eLibrary. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1696327. Abruf am 2012-07-01 Dholakia UM, Kimes SE (2011) Daily deal fatigue or unabated enthusiasm? A study of consumer perceptions of daily deal promotions. SSRN eLibrary. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1925865. Abruf am 2012-02-17 Dick AS, Basu K (1994) Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science 22(2):99–113 Dickinger A, Kleijnen M (2008) Coupons going wireless: determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing 22(3):23–39 Dodds W, Monroe K, Grewal D (1991) Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research 28(8):307–319 Efron B, Tibshirani RJ (1998) An introduction to the bootstrap. Chapman & Hall/CRC, Boca Raton, S 1–435 eMarketer (2011) Online coupons reach nearly half of web users. http://www.emarketer.com/Article.aspx?R=1008414&dsNav=Rpp:25,Ro:20,N:1141&xsrc=TopicsPanel. Abruf am 2012-07-01 Erdoğmus IE, Çiçek M (2011) Online group buying: what is there for the consumers? In: Proc 7th international strategic management conference. Procedia –social and behavioral sciences, Bd 24, S 308–316 Fornell C, Bookstein FL (1982) Two structural equation models: LISREL and PLS applied to consumer exit-voice theory. Journal of Marketing Research 19:440–452 Fornell C, Larcker DF (1981) Structural equation models with unobservable variables and measurement errors. Journal of Marketing Research 18(1):39–50 Glaser BG (1992) Basics of grounded theory analysis: emergence vs forcing. Sociology Press, Mill Valley GoDealla (2011) Measuring preferences of polish group buying customers. http://www.godealla.pl/blog/pierwsze-w-polsce-badanie-preferencji-klientowzakupow-grupowych/. Abruf am 2012-07-01 Groupon (2011a) Groupon Inc. Form S-1 registration statement. http://www.sec.gov/Archives/edgar/data/1490281/000104746911005613/a2203913zs-1.htm#dm79801_selected_consolidated_financial_and_other_data. Abruf am 2012-07-01 Groupon (2011b) Groupon press kit. http://www.groupon.com/pages/press-kit?fre=1. Abruf am 2012-07-01 Groupon (2012) Groupon announces first quarter 2012 results. http://investor.groupon.com/releasedetail.cfm?ReleaseID=673273. Abruf am 2012-07-01 Hair JF, Bush RP, Ortinau DJ (2003) Marketing research: within a changing information environment. Boston Hair JF, Ringle CM, Sarstedt M (2011) PLS-SEM: indeed a silver bullet. Journal of Marketing Theory and Practice 19(2):139–151 Honea H, Dahl DW (2005) The promotion affect scale: defining the affective dimensions of promotion. Journal of Business Research 58(4):543–551 Hui KL, Tan BCY, Goh CY (2006) Online information disclosure: motivators and measurements. ACM Transactions on Internet Technology 6(4):415–441 Hulland J (1999) Use of partial least-squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal 20(2):195–204 IPIP (2013) International personality item pool. Self-disclosure. http://ipip.ori.org/newTCIKey.htm#Self-Disclosure. Abruf am 2013-02-18 Khalifa M, Liu V (2007) Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems 16(6):780–792 Kim SS, Son JY (2009) Out of dedication or constraint? A dual model of post-adoption phenomena and its empirical test in the context of online services. MIS Quarterly 33(1):49–70 Kimes SE, Dholakia UM (2011) Customer response to restaurant daily deals. SSRN eLibrary. http://ssrn.com/abstract=1925932. Abruf am 2012-07-01 Krasnova H, Koroleva K, Veltri NF (2010) Investigation of the network construction behavior on social networking sites. In: Proc ICIS 2010, paper 182. http://aisel.aisnet.org/icis2010_submissions/182. Abruf am 2012-07-01 Krishnamurthi L, Raj SP (1991) An empirical analysis of the relationship between brand loyalty and consumer price elasticity. Marketing Science 10(2):172–183 Kruglanski AW (1975) The human subject in the psychology experiment: fact and artefact. In: Berkowitz L (Hrsg) Advances in experimental social psychology, 8. Aufl. Academic Press, New York, S 101–147 Lindell MK, Whitney DJ (2001) Accounting for common method variance in cross-sectional research designs. Journal of Applied Psychology 86(1):114–121 Lichtenstein D, Bloch P, Black W (1988) Correlates of price acceptability. Journal of Consumer Research 15(9):243–252 Lin HF (2008) Determinants of successful virtual communities: contributions from system characteristics and social factors. Information & Management 45(8):522–527 Matavire R, Brown I (2008) Investigating the use of grounded theory in information systems research. In: Proc ACM international conference of the SAICSIT, New York, S 139–147 Narasimhan C (1984) A priced discrimination theory of coupons. Marketing Science 3(2):128–147 Oliver RL (1999) Whence consumer loyalty? Journal of Marketing 63(Special Issue):33–44 Parasuraman A, Zeithaml V, Berry L (1988) SERVQUAL: a multiple-item scale for measuring consumer perception of service quality. Journal of Retailing 64(1):12–40 Pavlou PA, Liang H, Xue Y (2007) Understanding and mitigating uncertainty in online exchange relationships: a principal-agent perspective. MIS Quarterly 31(1):105–136 Peak K (2012) Groupon’s CEO: subscribers stand at 150 million. http://vator.tv/news/2012-01-23-groupons-ceo-subscribers-stand-at-150-million Perez S (2012a) DealBoard for iPhone finds offers you like, so you can kill the daily deal emails. http://techcrunch.com/2012/03/02/dealboard-for-iphone-finds-offers-you-like-so-you-can-kill-the-daily-deal-emails/. Abruf am 2012-07-01 Perez S (2012b) The anti-Groupon? Edo launches real-time local offers platform, tied to your bank card for instant credits. http://techcrunch.com/2012/05/08/the-anti-groupon-edo-launches-real-time-local-offers-platform-tied-to-your-bank-card-for-instant-credits/. Abruf am 2013-02-19 Pindyck RS, Rubinfeld DL (1995) Microeconomics, 3. Aufl. Prentice Hall, Englewood Cliffs preisgenial.de (2012) Wir listen alle Deals folgender Anbieter bei Preisgenial. http://www.preisgenial.de/groupshops. Abruf am 2012-07-01 Podsakoff P, Organ D (1986) Self-reports in organizational research: problems and prospects. Journal of Management 12(4):531–544 Price L, Arnould E (1999) Commercial friendships: service provider-client relationships in social context. Journal of Marketing 63(10):38–56 Rao AR, Bergen ME, Davis S (2000) How to fight a price war. Harvard Business Review 78(2):107–116 Reichheld FF, Markey RG Jr, Hopton C (2000) E-customer loyalty – applying the traditional rules of business for online success. European Business Journal 12(4):173–179 Reichheld FF, Schefter P (2000) E-loyalty: your secret weapon on the web. Harvard Business Review 78(4):105–113 Ringle CM, Wende S, Will A (2005) SmartPLS, Release 2.0.M3 Rueter T (2011) Daily deal revenue will increase 138 % this year, local offer network says. http://www.internetretailer.com/2011/03/24/daily-deal-revenue-will-increase-138-year. Abruf am 2012-07-01 Schöndienst V, Krasnova H, Günther O, Riehle D (2011) Micro-blogging adoption in the enterprise: an empirical analysis. In: Proc 10th international conference on WIRTSCHAFTSINFORMATIK (WI 2011), Zürich Sennett F (2012) Groupon’s biggest deal ever. St. Martin’s Press, New York Strauss A, Corbin J (1990) Basics of qualitative research: grounded theory, procedures, and techniques. Sage Publications, Newbury Park Strauss A, Corbin J (1998) Basics of qualitative research: techniques and procedures for developing grounded theory, 2. Aufl. Sage Publications, Thousand Oaks Srinivasan SS, Anderson R, Ponnavolu K (2002) Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing 78(1):41–50 Tenenhaus M, Vinzi VE, Chatelin Y-M, Lauro C (2005) PLS path modeling. Computational Statistics & Data Analysis 48:159–205. http://www.sciencedirect.com/science/article/pii/S0167947304000519. Abruf am 2012-07-01 Tuten T, Ashley C (2011) Promotional strategies for small businesses: group buying deals. Small Business Institute® Journal 7(2) Urbany J, Dickson P, Kalapurakal R (1996) Price search in the retail grocery market. The Journal of Marketing 60(April):91–104 Winkler T, Goebel C, Benlian A, Bidault F, Günther O (2011) The impact of software as a service on IS authority – a contingency perspective. In: Proc ICIS 2011, paper 22. http://aisel.aisnet.org/icis2011/proceedings/organization/22. Abruf am 2012-07-01 yipit.com (2012) Daily deal services. http://yipit.com/about/services/. Abruf am 2012-07-01