Penerapan Pendekatan Human Centered Design dan CRM dalam Perancangan Antarmuka Sistem E-Complaint

<p class="Abstrak">Tujuan dari penelitian ini adalah untuk mengembangkan antarmuka sistem <em>e-complaint</em> dengan menerapkan HCD dan CRM. Komplain merupakan bentuk reaksi pelanggan terhadap produk atau jasa yang harus segera ditangani perusahaan. Dengan kondisi pencatatan komplain yang masih manual, menghambat upaya perusahaan untuk mencapai goal mempertahankan pelanggan. Oleh karena itu antarmuka sistem <em>e-complaint </em>hadir sebagai desain solusi yang dikembangkan dengan menerapkan HCD yang unggul dalam hal pendefinisian kebutuhan dari sisi pengguna dan stakeholder. Melalui HCD dapat diketahui bagaimana desain yang familiar bagi pengguna, dalam hal ini <em>website dashboard</em>. Dengan menerapkan CRM, pengembangan antarmuka sistem <em>e-complaint</em> dapat mengakomodasi kebutuhan perusahaan yang ingin proses bisnis dan kebutuhan fungsionalnya tetap menjadi pertimbangan utama. Penelitian ini menghasilkan 16 kebutuhan fungsional dan menyediakan hak akses untuk dua aktor yaitu <em>sales</em> dan <em>leader</em>. Hasil pengujian menunjukkan bahwa secara keseluruhan, antarmuka dan interaksi yang disediakan telah memenuhi kebutuhan <em>stakeholder</em> untuk mencapai <em>goal</em>. Namun, perlu menambahkan tampilan untuk segmentasi pelanggan untuk pengembangan desain berikutnya.</p><p class="Abstrak"><em><strong>Abstract</strong></em></p><p class="Abstract"><em>The purpose of this research is to develop an e-complaint system interface by implementing HCD and CRM. A complaint is a customer reaction to a product or service that the company must address immediately. In the as-is condition of recording complaints are still manual, inhibits the company's efforts to achieve the goal of retaining customers. Therefore the interface of the e-complaint system comes as a design solution developed by applying HCD which is good for defining needs from the users and stakeholders. Through HCD can be known how the design is familiar to users, in this case the dashboard style. By implementing CRM, the development of the e-complaint system interface can accommodate the needs of companies that want their business processes and functional needs to be the main consideration. This study finds 16 functional requirements and provides access rights for two actors, namely sales and leader. The test results show that overall, the interfaces and interactions provided have met the needs of stakeholders to achieve the goal. However, it is necessary to add a view for customer segmentation for future design development.</em></p><p class="Abstrak"><em><strong><br /></strong></em></p>

An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

Customer Perception of CSR Activities: A Comparative Study of Finnish and Russian Consumers

This study estimates the impact of corporate social responsibility (CSR) on customer loyalty based on the data collected during marketing research on consumer behavior in Finnish and Russian markets of dietary supplements. Concretely, the author examines the influence of perceived CSR on customer loyalty taking into account trust factor. A key focus of this work is a comparison of Finnish and Russian customer responses as well as investigation the “country” factor in customer CSR perception and its correlation with consumer loyalty and trust. In general, the findings show similarity of customer reaction to CSR initiatives in both countries. At the same time, the study illustrates some differences in Finnish and Russian customer perception and evaluating CSR level. Regarding practical issues, the author relates arguments for implementation CSR activities as a significant factor of forming customer loyalty in the two countries. The article gives implications for marketing theory and practice.

Does involvement shapes consumers’ response to product failure?

Purpose Customer reaction to failure is of essential importance and varies by level of involvement with products and services. Thus, the purpose of this paper is to use the FCB grid to examine effects of involvement and emotion on failure of products and services. It also explores effects of negative word-of-mouth, consumer advocacy, customer voicing and gender on the so-called silent killers. Design/methodology/approach A 2 (male or female)×4 (high and low involvement, feelings, thinking in FCB grid) between-subjects experiment on 311 college students, who have recently experienced product failure, is performed. Findings Results reveal that customers with different levels of involvement react differently to product failure. Furthermore, low-involvement products are more likely to develop silent killers. The results also show that silent killer is more common among men. Originality/value To the best of the authors’ knowledge, no similar study is performed on the relationship between involvement and failure of products or services. In addition, this attempt is the first quantitative study to examine the phenomenon of silent killers in this field.

From Assessment to Purchase: A Three-Stage Model of the Marketing Funnel in Sponsorship Activities

In this research we develop a comprehensive model of sponsorship effects accounting for behavioral outcomes such as actual purchase, purchase intentions, and word-of-mouth referral intention. We recombine constructs that have been traditionally considered separately into three stages—assessment, elaboration, and behavior. We collect data on actual customers of Nike and Adidas flagship stores during the FIFA World Cup sponsorship. Basing on our results, we provide a consumer-oriented perspective on the role of attitude toward the brand, fit, and involvement with the event in determining customer reaction to sponsorship activities.

Bank competition and interest rate pass-through in the BRICS

Purpose – The purpose of this paper is to examine and compare the interest rate pass-through among the Brazil, Russia, India, China and South Africa (BRICS) emerging markets. Design/methodology/approach – The paper reviews a general literature on interest rates pass-through by applying a cointegration and asymmetric mean adjustment lag (MAL) error correction methodology (ECM). Findings – A symmetric adjustment is found in Russia, China and South Africa's deposit rate, while an asymmetric adjustment is found in Brazil and India's deposit rate adjustments. The presence of a customer reaction theory is found in Brazil, India, China and South Africa's deposit rate adjustments, while a collusive pricing arrangement is found in Russia. From the lending rate adjustment, a collusive pricing arrangement was found in Brazil, China and South Africa, while a customer reaction theory was found in India and Russia. Research limitations/implications – The sample period used in the study covers a period starting from the formal recognition of BRIC (2001-2010), which limits the data length. Practical implications – The research output and implication can assist monetary policy makers, investors and consumers to monitor BRICS’ central banking, commercial banking and competition behaviour, individually and as a group. The BRICS are potentially heading towards a more financially integrated bloc as multilateral agreements among members increases. This is in the form of Letters of Credit and Memorandum of Understanding. These agreements should boost intra-BRICS financial transactions, investments and trade. Originality/value – This is, to the best of knowledge, the first analysis of BRICS interest rate pass-through using the asymmetric MAL ECM application.

Customer satisfaction and sales performance in wine tasting rooms

Purpose – The purpose of this paper is to study the linkages between customer satisfaction (CS) and sales performance among wineries in New York State's Finger Lakes region. Design/methodology/approach – A survey instrument was used to collect data from visitors to winery tasting rooms in the Finger Lakes. Responses from 457 visitors were collected from nine wineries during the period June 2010 through November 2010. The authors used a factor analysis to identify the primary drivers of CS. Then, the authors modeled the relationship between these drivers and overall CS and assessed the impact of CS on sales, purchase and repurchase intentions. Findings – The authors found five principal drivers of CS: ambience, tasting protocol, service, retail execution, and tasting experience. Of these, ambience and service exerted the most influence on overall CS. Furthermore, as expected, CS significantly influences purchase intentions, the amount of dollars spent and quantity purchased. Practical implications – The results provide valuable information to winery tasting room managers/owners on measures they can use to improve sales performance. Identifying attributes of the tasting room that generate a positive customer reaction can help winery managers/owners make profit-maximizing decisions. Originality/value – While the links between CS and sales performance have been established in other product sectors, few studies have focused on a comprehensive assessment of CS and sales performance in wine tasting rooms.