Author supplied: Abstract How can you provide health clubs with the possibility of offering innovative and differentiating services in an increasingly competitive and rapidly changing environment? This was the issue raised by the Dutch health club industry, which has grown rapidly in recent years. To this end, we conducted extensive research in order to understand the needs of customers and flesh out a customer-driven marketing approach. As the most frequently used models and methods in marketing do not respond to the demands of small businesses, we adapted emerging generative-user research methods from the field of design. We demonstrate how we combined qualitative design research with quantitative customer research in a study for the health club industry. Finally, we discuss how the approach prompted new insights in the context of small business in the service sector through multidisciplinary collaboration. DOI: 10.1504/IJTMKT.2015.070647 http://www.inderscienceonline.com/doi/abs/10.1504/IJTMKT.2015.070647
Firms increasingly use social network sites to reach out to customers and proactively intervene with observed consumer messages. Despite intentions to enhance customer satisfaction by extending customer service, sometimes these interventions are received negatively by consumers. We draw on privacy regulation theory to theorize how proactive customer service interventions with consumer messages on social network sites may evoke feelings of privacy infringement. Subsequently we use privacy calculus theory to propose how these perceptions of privacy infringement, together with the perceived usefulness of the intervention, in turn drive customer satisfaction. In two experiments, we find that feelings of privacy infringement associated with proactive interventions may explain why only reactive interventions enhance customer satisfaction. Moreover, we find that customer satisfaction can be modeled through the calculus of the perceived usefulness and feelings of privacy infringement associated with an intervention. These findings contribute to a better understanding of the impact of privacy concerns on consumer behavior in the context of firm–consumer interactions on social network sites, extend the applicability of privacy calculus theory, and contribute to complaint and compliment management literature. To practitioners, our findings demonstrate that feelings of privacy are an element to consider when handling consumer messages on social media, but also that privacy concerns may be overcome if an intervention is perceived as useful enough.
MULTIFILE
Immersive technologies are redefining and revolutionizing the staging of experiences and co-creation of value, implicating the management of customer experiences. However, limited studies have looked at the role of immersive technologies as part of the customer experience management (CXM) process. Incorporating the concepts of experience economy and value co-creation, this study proposes a dynamic CXM framework that highlights the emerging field of immersive technologies like augmented and virtual reality as part of business and marketing research. The framework acts as a guide for researchers and industry practitioners to initiate immersive technology ventures that are rooted in the co-creation and management of customer experiences
MULTIFILE
In the Netherlands approximately 2 million inhabitants have one or more disabilities. However, just like most people they like to travel and go on holiday.In this project we have explored the customer journey of people with disabilities and their families to understand their challenges and solutions (in preparing) to travel. To get an understanding what ‘all-inclusive’ tourism would mean, this included an analysis of information needs and booking behavior; traveling by train, airplane, boat or car; organizing medical care and; the design of hotels and other accommodations. The outcomes were presented to members of ANVR and NBAV to help them design tourism and hospitality experiences or all.
Many companies struggle with their workplace strategy and corporate real-estate strategy, especially when they have a high percentage of knowledge workers. How to balance employee satisfaction and productivity with the cost of offices.This project focused on developing methods and tools to design customer journeys and predict the impact of investments and changes on user satisfaction with the work environment. The tools, including a game and simulation tool, allowed to focus on the needs of particular subgroups of employees while at the same time keeping an overview on the satisfaction and perceived productivity of all employees and guests. We applied Quality Function Deployment techniques to understand how needs of different types of users of (activity-based) office environments can catered for in smart customer-centric office design.
Over the past decade, the trend in both the public sector and industry has been to outsource ICT to the cloud. While cost savings are often used as a rationale for outsourcing, another argument that is frequently used is that the cloud improves security. The reasoning behind this is twofold. First, cloud service providers are typically thought to have skilled staff trained in good security practices. Second, cloud providers often have a vastly distributed, highly connected network infrastructure, making them more resilient in the face of outages and denial-of-service attacks. Yet many examples of cloud outages, often due to attacks, call into question whether outsourcing to the cloud does improve security. In this project our goal therefore is to answer two questions: 1) did the cloud make use more secure?and 2) can we provide specific security guidance to support cloud outsourcing strategies? We will approach these questions in a multi-disciplinary fashion from a technical angle and from a business and management perspective. On the technical side, the project will focus on providing comprehensive insight into the attack surface at the network level of cloud providers and their users. We will use a measurement-based approach, leveraging large scale datasets about the Internet, both our own data (e.g. OpenINTEL, a large- scale dataset of active DNS measurements) and datasets from our long-term collaborators, such as CAIDA in the US (BGPStream, Network Telescope) and Saarland University in Germany (AmpPot). We will use this data to study the network infrastructure outside and within cloud environments to structurally map vulnerabilities to attacks as well as to identify security anti-patterns, where the way cloud services are managed or used introduce a weak point that attackers can target. From a business point of view, we will investigate outsourcing strategies for both the cloud providers and their customers. For guaranteeing 100% availability, cloud service providers have to maintain additional capacity at all times. They also need to forecast capacity requirements continuously for financially profitable decisions. If the forecast is lower than the capacity needed, then the cloud is not able to deliver 100% availability in case of an attack. Conversely, if the forecast is substantially higher, the cloud service provider might not be able to make desired profits. We therefore propose to assess the risk profiles of cloud providers (how likely it is a cloud provider is under attack at a given time given the nature of its customers) using available attack data to improve the provider resilience to future attacks. From the costumer perspective, we will investigate how we can support cloud outsourcing by taking into consideration business and technical constraints. Decision to choose a cloud service provider is typically based on multiple criteria depending upon the company’s needs (security and operational). We will develop decision support systems that will help in mapping companies’ needs to cloud service providers’ offers.
