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A Study on Improving Customer Value Based on the Effect of Word of Mouth

Authors :
Juan Fan
Lingxin Dong
Source :
Frontiers in Psychology, Vol 12 (2021)
Publication Year :
2021
Publisher :
Frontiers Media S.A., 2021.

Abstract

The overlapping effect originates from an extension of Mendel’s law in genetics, where one of the interactions between non-alleles is called additive effect. It is more applied in studies on overlapping brand niches in marketing today, with relatively few researches on continuous customer value creation characterised by user adhesion and need matching. Based on the need matching and user adhesion that are features of the mobile Internet era, this article proposes a model for continuous customer value creation based on overlapping marketing. According to grounded theory, this article extracts three types of factors—demand effect, user effect, and overlapping marketing—that affect continuous customer value creation in the smart terminal business. From the perspective of service perception, this research explores how overlapping marketing affects product requirement matching and user adhesion based on a survey of 491 participants, and validates the theoretical model and hypotheses. It is found that overlapping marketing can effectively enhance need matching, improve user adhesion and increase customer value. This research not only addresses the confusion regarding need matching and user adhesion in the communications market, but also reveals how the smart terminal business affects continuous customer value creation in the era of the mobile Internet through overlapping marketing, combined with need matching and user adhesion.

Details

Language :
English
ISSN :
16641078
Volume :
12
Database :
Directory of Open Access Journals
Journal :
Frontiers in Psychology
Publication Type :
Academic Journal
Accession number :
edsdoj.9bc8097add164432af34660e0248a495
Document Type :
article
Full Text :
https://doi.org/10.3389/fpsyg.2021.628665