Mechanizmy reakcji klientów na działania organizacji w gospodarce opartej na wiedzy

• Autorzy: Wojciech Trzebiński

Warianty tytułu

The Mechanisms of Customer Response to the Organizations' Activities in Knowledge-based Economy

• Języki publikacji: PL

Abstrakty

Na podstawie dostępnych w literaturze modeli oraz wyników empirycznych z zakresu zachowań konsumenckich przeanalizowano, w jaki sposób zjawiska konsumpcyjne związane z gospodarką opartą na wiedzy (GOW) mogą wpływać na mechanizmy reakcji klientów na działania organizacji (takie jak: postawy, zachowania i doświadczenia konsumenckie). Wskazano, że: (1) współdzielenie, konsumpcja kolaboracyjna, sieciowość i współtworzenie wartości mogą zmieniać atrybucję doświadczeń klientów związanych z organizacją (tj. przypisywanie przez klientów przyczynowości tym doświadczeniom); (2) omnikanałowość i "gładkość" (ang. seamlessness) usług mogą zwiększać stopień automatycznego przetwarzania przez klientów informacji związanych z organizacją; (3) kompleksowe oddziaływanie organizacji na klienta może zwiększać rolę cech indywidualnych klientów w kształtowaniu się ich postaw i zachowań wobec organizacji. Przedyskutowano znaczenie uzyskanych wniosków dla dalszych badań naukowych w zakresie zachowań konsumenckich. (abstrakt oryginalny)

EN

Based on models and empirical results available in the consumer behavior literature, the article presents the analysis of how consumption phenomena related to the knowledge-based economy may impact the mechanisms of customer response to the organization's activities (including: attitudes, behaviors and consumer experience). It is proposed that: (1) sharing, collaborative consumption, network economy and value co-creation may change the customer attribution of experiences related to the organization (i.e., what a customer attributes those experiences to); (2) omnichannel and seamless services may increase the level of automatic processing of the organization-related information by the customer; (3) the organization's comprehensive influence on the customer may increase the role of customer's individual traits in shaping their attitudes and behaviors toward the organization. The article also includes a discussion of the implications of these conclusions for further scientific research. (original abstract)

Słowa kluczowe

PL

Gospodarka oparta na wiedzy (GOW); Relacje z klientami; Zachowania konsumenta; Organizacja

EN

Knowledge-based economy; Relationships with customers; Consumer behaviour; Organisation

• Czasopismo: Marketing i Rynek
• Rocznik: 2018
• Numer: nr 8 (CD)
• Strony: 23-39

Twórcy

autor

Wojciech Trzebiński

• Szkoła Główna Handlowa w Warszawie

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