Pubblicazioni

Autori:

Brunetti, Federico; Bonfanti, Angelo; Vigolo, Vania

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Titolo:

Empowering customer education: a research agenda for marketing studies

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Anno:

2016

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Tipologia prodotto:

Contributo in atti di convegno

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Tipologia ANVUR:

Contributo in Atti di convegno

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Lingua:

Inglese

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Formato:

Elettronico

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Titolo del Convegno:

9th Annual Euromed Academy of Business (EMAB) Conference “Innovation, Entrepreneurship and Digital Ecosystems”

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Luogo:

University of Warsaw (Poland)

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Periodo:

September 14-16, 2016

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Casa editrice:

EuroMed Press

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ISBN:

978-9963-711-43-7

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Intervallo pagine:

393-405

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Parole chiave:

consumer education programs, service marketing, content analysis, gap spotting approach, journal review, literature review, service quality, customer satisfaction, customer expertise, customer knowledge

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Breve descrizione dei contenuti:

The aim of this paper is to build upon previous research about customer education in the marketing studies in order to identify research gaps in the existing marketing literature and to suggest a research agenda about this topic. The analytical approach of this paper draws heavily on theoretical evidence published in the marketing literature. From a methodological point of view, after an extensive review of marketing studies on this topic, a content analysis was conducted in relation to the study’s purpose in order to reveal potential gaps in literature and suggest a research agenda about customer education in marketing studies. Based on the findings, the following future research directions are proposed: 1) integration of the concepts of customer education, expertise and knowledge; 2) analyses of the advantages of customer education for internationalization as well as the identification of risks connected with educating customers; 3) measurement of customer education; 4) investigation of companies that actually offer customer education programs, and 5) examination of different service contexts. Marketing scholars can use this paper as a reference for identifying specific research areas to be investigated and further enhance existing knowledge.

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Pagina Web:

http://emrbi.org/wp-content/uploads/2015/09/euromed2015%20book%20of%20proceedings-2015-09-08.pdf

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Id prodotto:

93360

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Handle IRIS:

11562/949869

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ultima modifica:

15 novembre 2022

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Citazione bibliografica:

Brunetti, Federico; Bonfanti, Angelo; Vigolo, Vania, Empowering customer education: a research agenda for marketing studies  in Innovation, Entrepreneurship and Digital Ecosystems Conference Readings Book Proceedings , EuroMed Press , Atti di "9th Annual Euromed Academy of Business (EMAB) Conference “Innovation, Entrepreneurship and Digital Ecosystems”" , University of Warsaw (Poland) , September 14-16, 2016 , 2016 , pp. 393-405

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