nep-mkt New Economics Papers
on Marketing
Issue of 2018‒09‒17
four papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Cultural consumption and the artistic benefit By Michele Bonazzi; Andrea Pastore; Francesco Casarin
  2. Customer-oriented reverse logistics and customer satisfaction on product returns By Chonlada Sajjanit; Ruth Banomyong
  3. Investigating the role of content based social media marketing in building customer loyalty and motivating users to forward content By Umer Ramzan
  4. The Relationship between Customer Loyalty and Marketing Mix Satisfaction of Music Streaming Service By Witchayaporn Pinyo; Thirarut Worapishet

  1. By: Michele Bonazzi (Dept. of Management, Università Ca' Foscari Venice); Andrea Pastore (Dept. of Economics, Università Ca' Foscari Venice); Francesco Casarin (Dept. of Management, Università Ca' Foscari Venice)
    Abstract: This research-based paper aims to analyse the benefits linked with the art & culture consumption in order to improve their taxonomy. Starting from a list of benefits composed by five voices: functional, symbolic, emotional, social and artistic, this paper is dedicated to an analysis aimed at understanding what are the features that a cultural product of performing arts should have. Particular attention is dedicated to the artistic benefit, defined as the feeling of being part of the artistic process. This benefit, through the optic of the customer engagement, helps to push forward arts and culture marketing and management into a service-dominant logic. Data collection and analysis are divided in two main studies. The first qualitative, explorative and item-generation study is based on in-depth interviews with pivotal witnesses of the art management process; the second quantitative study intends to purify the items generation process and evaluate the validity of the identified semantic dimensions in comparison with the starting framework. The results confirm the relevance of the topic for the arts consumption in order to shed light on the customer engagement process within the art & culture marketing and management dynamics.
    Keywords: artistic benefit, arts management; cultural consumption; customer engagement; performing arts; value co-creation.
    JEL: M31 Z11
    Date: 2018–09
  2. By: Chonlada Sajjanit (Kasetsart University); Ruth Banomyong (Thammasat University)
    Abstract: Most reverse logistics researches have not incorporated marketing concept or customer orientation into their frameworks. This study proposes that it is imperative to take customer point of view in reverse logistics process to improve customer satisfaction. Therefore, the purpose of this paper is to conceptualize and operationalize customer- oriented reverse logistics. It also examines the relationship between the developed construct and its impact on customer satisfaction. In this regard, a literature review was carried out to identify customer- oriented reverse logistics. Based on customer orientation, service quality and service recovery literature, the new construct was developed. A pilot study was subsequently conducted using the questionnaire survey with managers and employees of a particular company in the mobile telecommunications industry and its customers who have experience in product returns. The findings showed that the dimensions of the proposed construct comprised tangibility, reliability, assurance, empathy, responsiveness, information availability and employee?s empowerment. Path analysis indicated that customer-oriented reverse logistics perceived by both employees and customers positively related to customer satisfaction of product returns service. The developed construct based upon cross disciplinary in marketing and logistics could facilitate future empirical studies in reverse logistics area. The proposed framework will also be useful for practitioners to implement their product returns strategies accordingly.
    Keywords: Reverse logistics, Product returns, Customer orientation, Service quality, Service recovery, Customer satisfaction
    JEL: M00 M31 M19
    Date: 2018–06
  3. By: Umer Ramzan (University of Lahore)
    Abstract: The effectiveness of content on social media allows businesses to establish lasting relationships with their audience. It highlights the competence of a business and allows a firm to gain the trust of their audience by providing them the content they value. Well designed content also enables a website or social media presence to attract traffic and improve its google search ranking. It also motivates a user to share content with others. The concept of content-based social media marketing is very important and taking much concentration due to increasing trend of using social media and what drives customers to share the content and what kind of trust lead them to do so. A carefully planned content marketing strategy may help a company to get positive responses from consumers and maintain strong relationships with them by gaining their trust in terms of providing them a solution to what they are looking for. The study has investigated that how the right content of social media can increase customer loyalty and motivation to forward content through customer engagement and customer trust. Is there any impact of content on all these variables or not. For measuring the impact of content on social media marketing, this study collected data from people who use social media platforms and 200 respondents were selected with a questionnaire of 49 questions. The research includes that there is a positive impact of content-based social media marketing on increasing customer loyalty and motivation to forward content along with the mediating mechanisms of customer engagement and trust. Trust enables customers to share the content due to a high level of engagement.
    Keywords: Content Marketing, Social Media Marketing, Customer Trust, Customer Engagement, Customer Loyalty
    Date: 2018–07
  4. By: Witchayaporn Pinyo (Kasetsart University); Thirarut Worapishet (Kasetsart University)
    Abstract: PurposeWith the remarkable market share of fifty-six percent, Joox music streaming service from Tencent Holdings is the most popular for its kind in Thailand. To retain customers with the provider, increasing loyalty level is important. What are marketing factors that satisfy customers until they have loyalty to Joox? This paper aims to explore those factors. Design/methodology/approachApproximately four hundreds respondents are surveyed with online self-administered questionnaires. Respondents are requested to identify satisfaction level toward Joox?s marketing mix and their loyalty level toward Joox service. Multiple regression analysis is used to find the relationship between these two variables to pinpoint regression function predicting service loyalty from satisfaction. FindingsHow satisfaction helps increase loyalty is found through regression function. Satisfaction toward marketing mix factors include product, price, place, promotion, people, process, and physical evidence. Loyalty includes repurchasing, spreading word of mouth, and performing low price sensitivity. Originality/valueMarketing implementation for planning strategic program to retain loyalty customers are advised. Providers of music streaming service are able to prioritize marketing activities wisely according to companies? resources and strengths.LimitationsMusic streaming service in Thailand is studied. The finding may be used for this service in this country by several providers. Generalization to other industries and countries may not be appropriated.
    Keywords: Music streaming service, Thailand, Loyalty, Satisfaction, Multiple regression analysis
    JEL: M31
    Date: 2018–06

This nep-mkt issue is ©2018 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.