Virtual Customer Interactions and Customer-Producer Relationships : Impact of Customer Interactions on Customer-Producer Relationships using Virtual Customer Environments

ISBN-13: 9786139476435 / Angielski

Ishani Weerasinghe; B. N. F. Warnakulasooriya

Opis

The Internet has created a tremendous impact on customer-producer communication, which is a strategic variable for the success of the business. Consequently, organizations have established Virtual Customer Environments (VCEs) such as interactive websites with online discussion forums, corporate pages in social networks, corporate blogs et cetera, which enable customers and producers to interact with each other. Such VCEs can be in different forms depending on the customer's role, played as product conceptualist, product designer, product tester, product supporter and product marketer. Interactions by customers concerning VCEs always return them as an online experience and relationship marketing is an outcome of online customer experience. The initial model of this study was developed using this theory and the study attempts to examine the impact of customer interactions on the nature of customer relationships with firms using product support oriented VCEs of the tourist hotels in Sri Lanka. The research analysis was based on 52 tourist hotels from five-star to two-star by following the purposive sampling technique.

O autorze

Weerasinghe, Ishani
Ishani is a director of Global Education and Training Academy (Pvt) Ltd in Sri Lanka. She obtained her B.Sc. in Business Management from the University of Sabaragamuwa (2007) and then completed her M.Sc. in Management from the University of Sri Jayewardenepura (2015). Professionally, she is a member of the Chartered Institute of Marketing, UK.