How Customer Experience Management Can Improve the Distribution of Marketing Performance

• 영문명: How Customer Experience Management Can Improve the Distribution of Marketing Performance
• 발행기관: 한국유통과학회
• 저자명: Sri SAFITRI Achmad SUDIRO Fatchur ROHMAN Mugiono MUGIONO
• 간행물 정보: 『유통과학연구(JDS)』제21권 제2호, 53~63쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose: This study aims to determine the effect of Customer Experience Management (CEM) on the distribution of Marketing Performance mediated by Digital Business Innovation (DBI), Digital Operational Excellence (DOE), and Digital Value Co-Creation (DVC) in Indonesia Information & Technology (IT) industry. Research design, data, and methodology: This research was conducted in two stages, namely exploratory and explanatory on IT companies in Indonesia. The authors took 132 samples using proportionate random sampling method in three groups of companies. Results: The results showed that CEM had no significant positive effect on the distribution of Marketing Performance. CEM has no direct effect on the distribution of Marketing Performance through the mediation of DBI. CEM has direct effect on the distribution of Marketing Performance through the mediation of DOE and DVC. DBI has no significant effect in increasing the distribution of Marketing Performance. However, DOE and DVC have a significant effect in increasing the distribution of Marketing Performance. Conclusion: The distribution of Marketing Performance can be indicated better through CEM through mediation.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Result and Discussion

5. Conclusion

References

키워드

Distribution Distribution of Marketing Performance Digital Business Innovation Digital Operational Excellence Digital Value Co-Creation Customer Experience Management