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New Technologies in Customer Value Management in the Perspective of Sustainable Development

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A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Sustainable Management".

Deadline for manuscript submissions: closed (30 June 2021) | Viewed by 83762

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Prof. Dr. Magdalena Sobocińska

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Department of Marketing Research, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland
Interests: marketing research; marketing and marketing management; sustainable development; sustainable consumption; internet marketing; social media marketing; market of culture; consumer behaviour; marketing communication
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Dear Colleagues,

The process of customer value management comprises defining the value as well as its shaping, communication, and offerings to customers. The process is significantly affected by dynamically developing new technologies, on the one hand, and on the other hand, by the concept of sustainable development, the implementation of which is perceived as a response to the many challenges of contemporary times. The levels on which the assumptions of sustainable development are formulated and implemented include not only the natural environment, but also economy, society, culture, and technology.

The premise for implementation of scientific research in the sphere of the proposed issues, especially include the fact that introduction of new technologies brings about changes that considerably go beyond the scope of its functioning. This is reflected in the concept of technological determinism, in the ongoing changes in consumer behavior, and in the emergence of new business models. At the same time, it should be stated that, currently, the goal of technology management is the creation of a spiral of values in which what is possible in the sphere of new technologies will be an inspiration for what is advisable in the sphere of business, marketing, and vice versa.

This Special Issue aims to answer the question of whether, and if so, to what extent the application of new technologies at individual stages of customer value management contributes to the implementation of the assumptions of sustainable development. Reducing the research gap in the sphere of the presented issues will be achieved through the studies concerning the co-creation of the offer by consumers and enterprises, and the impact of these processes on sustainable development. The papers in which the authors indicate what forms of distribution and value communication support sustainable development in the physical transformation period of markets into datasets are also desirable. It would be valuable to look at the issues of new technologies, sustainable development, and management of customer value from the perspective of various industries and the experience of various countries. Implementation of the formulated goal is expected to be supported by papers based on empirical research as well as studies in the form of conceptual work.

Assoc. Prof. Magdalena Sobocińska
Guest Editor

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Keywords

Customer value management
Sustainable development
Sharing economy
New technologies
Value co-creation
Online marketing communication
E-commerce
Social media
Big data
Artificial intelligence

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Published Papers (13 papers)

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Research

17 pages, 849 KiB

Open AccessArticle

Environmental Attitudes and Willingness to Purchase Online—Classification Approach

by Marcin Gąsior

Sustainability 2021, 13(15), 8592; https://doi.org/10.3390/su13158592 - 1 Aug 2021

Cited by 4 | Viewed by 2868

Abstract

During the last several years, a tremendous increase in the popularity of online shopping has been observed. There are several possible reasons behind it, some of them, like competitive pricing, convenience or low cost of information search, considered to be extrinsic, others—like ease of use of this channel, pleasure related to it or willingness to reduce social interactions—intrinsic. The purpose of this research is to evaluate another factor, i.e., consumers’ environmental attitudes, in the perspective of their possible relation with the perception and willingness to use online and conventional shopping channels. In order to achieve this, a self-reporting questionnaire was developed and the data from a representative sample of 1000 Polish Internet users was gathered. The research procedure included cluster analysis, whose objective was to identify groups of customers with similar composition of environmental attitudes and next, a set of Kruskal–Wallis tests, aimed at identifying differences in opinions on channels between these clusters. The research proved that large groups of consumers with consistent sets of environmental attitudes exist and the scope of differences between such clusters is not reduced to a unidimensional, “positive–negative” continuum. Furthermore, there are significant differences between clusters in the declared willingness to use online and conventional shopping channels—groups more environmentally-oriented are more willing to purchase online and trust online shops, although they neither perceive conventional retail in a more negative way nor directly prefer online over conventional channels. The nature of such a phenomenon is open to explanation and interpretation, nevertheless, the research proves that environmental attitudes should be included in future models of consumers’ channel choice. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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20 pages, 2481 KiB

Open AccessArticle

Commitment Ladder in the Relationship between Service Providers and Customers as Added Value in Sustainable Services Development

by Sławomir Ostrowski

Sustainability 2021, 13(9), 5079; https://doi.org/10.3390/su13095079 - 30 Apr 2021

Cited by 4 | Viewed by 5089

Abstract

The socioeconomic sphere and the relationships in which commitment occurs are important elements in the development of sustainable services. The study reported in this article identifies the elements that influence the development of the relationship between service providers and their customers and proposes a model that describes the state of the relationship between service providers and customers in terms of symmetrical commitment of both parties. Qualitative research including interviews with experts and case studies was completed, resulting in a ‘ladder of commitment’ model that identifies distinct commitment levels and specific commitment factors functioning at each of those levels. In practice, the proposed model makes it possible to assess the state of customer and provider commitment, identifying commitment deficits on the part of the customer or service provider. This article can provide practical added value for managers who are looking for ways to analyze customer commitment in order to develop sustainable services. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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15 pages, 3042 KiB

Open AccessArticle

Information and Communication Technologies as a Source of Customer Value in the Context of Balancing the Positions of Younger and Older Consumers

by Ewa Frąckiewicz

Sustainability 2021, 13(9), 4722; https://doi.org/10.3390/su13094722 - 23 Apr 2021

Cited by 5 | Viewed by 2203

Abstract

Information and communication technologies (ICT, new technologies) have revolutionized every aspect of consumers’ lives and become an important value creation tool for them. It is commonly believed that this process concerns young and adult persons (younger than 60, 60−) to a much greater extent than older persons (60 and older, 60+, seniors). It is therefore assumed that calendar age is the key determinant of customer behavior. Meanwhile, the qualities of ICT, by their very nature, act as a source of value for purchasers regardless of their chronological age. In this sense, ICT has the potential to balance the positions between younger and older consumers. The aim of this article is to illustrate the similarities and differences between the two age groups (60− and 60+) with respect to the manner of approaching and using ICT as a source of customer value. This article has been written on the basis of literature research, existing data, and the findings of quantitative and qualitative research conducted among Polish respondents. The author’s own research was conducted in three stages. The quantitative surveys were conducted using the direct survey method and a questionnaire-based random survey among 827 respondents (340 young and adults, and 487 seniors). The two qualitative studies made it possible to expand the scope of information gathered. They were conducted using targeted direct interviews in three mini groups using interview scripts and questionnaire-based observation of the three social media channels managed by seniors, with the most popular themes in Poland taken into account. The conducted studies prove that, despite the discrepancies in the percentage share of younger and older ICT users, individuals utilizing the same solutions speak of the same advantages and see the same risks. Moreover, respondents believe that, in the future, all consumers will be included in the digital world. The results may be useful for practitioners whose increasingly digitized offerings will be targeted at younger as well as a growing number of older consumers. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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16 pages, 437 KiB

Open AccessArticle

The Implementation of New Technologies in Customer Value Management—A Sustainable Development Perspective

by Michał Kucia, Grzegorz Hajduk, Grzegorz Mazurek and Nina Kotula

Sustainability 2021, 13(2), 469; https://doi.org/10.3390/su13020469 - 6 Jan 2021

Cited by 9 | Viewed by 5033

Abstract

The constant development of information and communication technologies (ICT) has led to numerous social and economic changes. In this article, we aimed to identify the framework of use of new technologies in the process of customer value management from the perspective of sustainable development in the context of the concept of the engaged customer. The research objective involves an empirical verification of the forms of customer engagement from the point of view of the utilisation of ICT. To discover and explore the patterns that follow, research based on quantitative methods was carried out. The study was conducted with a sample of 1134 individual respondents from Poland, which is one of the biggest and fastest growing e-market in Europe. The findings prove that in the process of customer value management, informal communication, both offline and online plays a critical role. From the perspective of business practice, a company should stimulate customer engagement by making use of the online environment, thus gaining greater control over the entire process of co-creation of value for both customers and itself. Taking advantage of ICT in the process of customer value management is highly relevant and much desired during the time of the Coronavirus Disease 2019 (COVID-19) pandemic. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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19 pages, 2464 KiB

Open AccessArticle

Environmental Sensitivity and Awareness as Differentiating Factors in the Purchase Decision-Making Process in the Smartphone Industry—Case of Polish Consumers

by Lukasz Skowron and Monika Sak-Skowron

Sustainability 2021, 13(1), 348; https://doi.org/10.3390/su13010348 - 2 Jan 2021

Cited by 5 | Viewed by 4298

Abstract

The first of the research objectives discussed in this article was to analyze the differences related to the valuation of particular factors influencing the purchase process in the smartphone industry, expressed by respondents with different sensitivity and environmental awareness, as well as the assessment of their knowledge about the impact of smartphones on the natural environment. The second objective of the research was to determine whether the level of environmental sensitivity, awareness and knowledge about the impact of smartphones on the environment has a statistically significant influence on the respondents’ choice of smartphone brand. The survey was conducted using an on-line questionnaire, distributed by a specialized research agency on a representative sample of over 1000 Polish residents. In order to identify the various customers clusters, the expectation-maximization algorithm and the v-fold cross-validation were used. Additionally, in order to analyze the significance level of differences between clusters the nonparametric Mann-Whitney U-test was carried out. The results show unequivocally that people with a different approach to ecological issues demonstrate statistically significant differences in their purchasing behaviors in the smartphone industry. Furthermore, it was noticed that in the case of comparing some smartphones brands, there is a statistically confirmed difference in the environmental sensitivity and awareness of the customers who use them. Moreover, the research has shown that in Polish customers’ consciousness smartphones are mistakenly considered to be relatively safe and environmentally friendly products. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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14 pages, 471 KiB

Open AccessArticle

E-Customer Security as a Social Value in the Sphere of Sustainability

by Arnold Pabian, Barbara Pabian and Beata Reformat

Sustainability 2020, 12(24), 10590; https://doi.org/10.3390/su122410590 - 18 Dec 2020

Cited by 12 | Viewed by 3492

Abstract

Customer security in the e-commerce sector is not, but should be, approached in terms of sustainability, because it is a social problem concerning more than 2 billion people worldwide and over 20 million shopping sites. New techniques and technologies are implemented in this sector not only by e-sellers, but also by cybercriminals, which significantly lowers the level of its security. The purpose of the paper is to present, on the basis of own research, the main e-commerce threats from the perspective of the customer and the seller, and to indicate the possibility of their elimination, which should contribute to sustainable development. The threats from the e-customer’s perspective were identified by considering individual phases of online purchase. In the case of e-shops, the threats were analyzed in a personnel—computer hardware—software structure. As conducted research shows, the threats for e-customers are located in three main areas: security of the means of payment, security of personal data and payment cards, and security of purchased goods. The security of the e-customer largely depends on the security of the e-store in which the purchase is made. Research has shown that e-stores are not fully secure, which mainly results from negligence and the lack of knowledge in the sphere of cybersecurity. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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23 pages, 609 KiB

Open AccessArticle

Cooperation between Final Purchasers and Offerors in the Online and Offline Environments vs. the Benefits Derived by Active Purchasers

by Agnieszka Izabela Baruk and Mateusz Grzesiak

Sustainability 2020, 12(24), 10462; https://doi.org/10.3390/su122410462 - 14 Dec 2020

Cited by 2 | Viewed by 2042

Abstract

The purpose of article is to identify opinions on the preferred environment of cooperation between final purchasers and offerors, and to determine the benefits that the purchaser may derive from this cooperation depending on the environment in which the cooperation takes place. To prepare the theoretical part of the article, cognitive-critical analysis of the world literature on marketing, market behavior, and management was used. The results of this analysis indicate a cognitive and research gap in the area of considerations about the environment of cooperation between final purchasers and offerors and the importance of this environment in relation to the expected benefits. In order to reduce the identified gaps, empirical studies were conducted among Polish adult representatives of final purchasers, in which the survey method was used to collect primary data. The primary data collected was subjected to statistical analysis using various methods (average score analysis, exploratory factor analysis, cluster analysis) and statistical tests (e.g., the Kruskal–Wallis test). The results of the statistical analysis made it possible to verify the formulated research hypotheses. It was found, inter alia, that the majority of respondents considered offline and online environments to be equally useful for cooperation between final purchasers and offerors. More than half of the respondents appreciated benefits related to personal development (through gaining new knowledge, skills, and experience), social development (through building relationships with other people), and creating offers better suited to purchaser expectations due to influencing their shape. The preferred environment of cooperation with offerors was a feature differentiating opinions on the benefits of the following: Personal development, social development, and the possibility of obtaining an offer that better meets the expectations of purchasers. This feature did not differentiate benefits related to psychological development and material benefits. Conclusions drawn from the research have a high cognitive value (increasing knowledge about the behavior of active purchasers) and practical value (helping managers to create conditions favorable for cooperation between offerors and final purchasers). Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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16 pages, 479 KiB

Open AccessArticle

To Mod or Not to Mod—An Empirical Study on Game Modding as Customer Value Co-Creation

by Katarzyna Bilińska-Reformat, Anna Dewalska-Opitek and Magdalena Hofman-Kohlmeyer

Sustainability 2020, 12(21), 9014; https://doi.org/10.3390/su12219014 - 29 Oct 2020

Cited by 7 | Viewed by 6296

Abstract

A spiking interest in customer’s value co-creation may be observed lately, especially in the gaming industry. The general purpose of this study is to identify the customers’ inclination to perform game modding as a manner of value co-creation which benefits both companies and other game users. The current knowledge regarding the factors determining this behaviour is, relatively speaking, weak. The authors conducted qualitative research in the forms of in-depth interviews and focus groups with Polish game players (including mod users and mod creators). This study provides evidence for the peculiar motives of the customers performing different levels of engagement: mod users are driven by game enjoyment, focusing on the motives and social affiliation of multiplayer groups, while mod creators are mainly motivated by the enjoyment of creation, pride, creativity, and epistemic curiosity; engagement and social affiliation are received by mod creators with unique talents. The paper provides tentative evidence for specific customers’ motivations to co-create, which benefits both companies (game developers) and other game users. The players are perceived as an inseparable part of the gaming industry, who deliver extra value to the market through game modding activities. The paper provides useful, executable guidance on how to encourage and support players to engage in value co-creation in virtual words. The study may enrich our understanding of customers’ inclinations on both theoretical and empirical levels, showing some of the motivations both to use and create mods. In comparison to previous research, mod creators and mod users were researched separately in this study, and thus a distinction of their different sets of motives was enabled. Both practitioners and researchers may find what is uncovered in the paper engrossing. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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25 pages, 426 KiB

Open AccessArticle

Precautionary Demand for Cash and Perceived Risk of Electronic Payments

by Jacek Pietrucha and Grzegorz Maciejewski

Sustainability 2020, 12(19), 7977; https://doi.org/10.3390/su12197977 - 26 Sep 2020

Cited by 11 | Viewed by 4978

Abstract

We have recently seen two conflicting trends in the use of cash. The share of e-payments in retail transactions is steadily increasing, but the same upward trend is true for the share of cash in circulation or at least the cash share remained unchanged. This paper shows the significance of perceived risk for consumers’ precautionary demand for cash after they make a decision to use e-payments. We use data from a study involving Polish consumers. The main conclusions are as follows: surveyed consumers perceive a level of risk associated with card and mobile payments and continue to carry cash for precautionary reasons. Factors such as the consumer’s mental state, lack of trust in e-payments, and attitude to risk influence the decision to maintain cash reserves, while the consumer’s income and age may be considered the main determinants of the value of the cash reserve. Consequently, the decision to use e-payments does not necessarily mean that the demand for cash drops to zero. A degree of difficult-to-reduce, autonomous demand for cash may exist independent of the traditionally studied determinants, in particular, those related to the transaction demand. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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19 pages, 395 KiB

Open AccessArticle

Does the Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage? A Comparative Study of Different Shopping Situations

by Xue-Liang Pei, Jia-Ning Guo, Tung-Ju Wu, Wen-Xin Zhou and Shang-Pao Yeh

Sustainability 2020, 12(18), 7436; https://doi.org/10.3390/su12187436 - 10 Sep 2020

Cited by 56 | Viewed by 27950

Abstract

With the rapid development of online shopping and traditional physical store shopping interweaving to form different shopping situations, customer experience has gradually become the main source of retailers’ sustainable competitive advantage through differentiation. Retailers need to continuously improve customer experience in different shopping situations to maintain long-term sustainable customer satisfaction and achieve sustainability. The study aims to examine what kind of shopping situations will influence customer experience and customer satisfaction. A total of 288 questionnaires were collected from two different shopping situations (146 questionnaires from physical stores were collected in five cities in China and 142 online questionnaires were collected from 21 provinces in China), and multiple regression analysis was adopted to test the hypotheses. As a result, we found that customer experience with staff service, shopping environment, and shopping procedure has a positive influence on customer satisfaction. Different shopping situations significantly moderate the relationships among customer experience with the shopping environment, product experience, and customer satisfaction but rarely influence customer experience with staff service and service procedures. Finally, gender significantly moderates the relationship between customer experience and customer satisfaction in different shopping situations. This study theoretically reveals the relationship between customer experience and satisfaction in different shopping situations and provides practical suggestions for retailers to form differentiated sustainable competitive advantage through customer experience management. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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17 pages, 961 KiB

Open AccessArticle

The Impact of Social Media on the Brand Capital of Famous People

by Łukasz Wróblewski and Mateusz Grzesiak

Sustainability 2020, 12(16), 6414; https://doi.org/10.3390/su12166414 - 10 Aug 2020

Cited by 12 | Viewed by 6695

Abstract

The article is of a research nature. The aim of the article is to identify the role of social media in shaping personal brand. To this end, the first part discusses the concept of personal brand, as well as components of brand capital in the case of famous people, including consumer-based capital. Attention was also paid to the great importance of social media and the growing role of their users in the process of shaping personal brand. Based on the analysis of the source literature, a research gap was identified, related to the lack of empirical verification of the relationship between users’ online activity and and capital of famous people, also known as celebrities, associated with artistic and cultural activities. The article uses the results of the direct research carried out in the period 2019–2020. The second (empirical) part of the article presents research hypotheses, methodology, as well as results and conclusions from the research. Based on 26 in-depth individual interviews that were conducted with people famous in Poland (mainly engaged in artistic and cultural activities) and surveys of a group of 324 social media users, it was shown, among others, that online activity of Internet users stimulates the brand capital of famous people. Statistically significant relationships were observed for such components of the personal brand as awareness/associations with the personal brand and for the relationship regarding the perception of the quality of activities carried out by a famous person. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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18 pages, 829 KiB

Open AccessArticle

The Relation between Sustainable Development Trends and Customer Value Management

by Monika Spychalska-Wojtkiewicz

Sustainability 2020, 12(14), 5496; https://doi.org/10.3390/su12145496 - 8 Jul 2020

Cited by 18 | Viewed by 5942

Abstract

The sustainable development movement is an essential trend that can resist the excessive consumption and over-exploitation of resources. There have been considerable changes in the perception of the term “sustainable development” over the last 30 years. Difficulties in implementing the principles of rational use of natural resources have resulted from a general conflict between the objectives of economic development and the increasing dynamics of industrial production, the quality of the environment and the objectives of environmental protection. This research goal was to describe ways of linking sustainable development trends and the customer value management process. Research also aimed to indicate what this relationship drives. In order to process the collected individual in-depth interview (IDI) material, the author applied a qualitative analysis. As a result of the exploratory research, it was found that there is no complete agreement on who is responsible for implementing the sustainable development assumptions: producers or customers. However, the process of linking sustainable development trends and customer value management can be pointed out. According to this study, as those who make purchasing decisions, customers are the axis of this relationship. On the basis of the results of this research, as long as customers buy particular products, they will be offered by producers. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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18 pages, 804 KiB

Open AccessArticle

m-Banking Quality and Bank Reputation

by Mirjana Pejić Bach, Berislava Starešinić, Mislav Ante Omazić, Ana Aleksić and Sanja Seljan

Sustainability 2020, 12(10), 4315; https://doi.org/10.3390/su12104315 - 25 May 2020

Cited by 22 | Viewed by 5364

Abstract

m-Banking is developed to support the clients in using various banking services, by using their mobile phones, thus allowing them to overcome the barriers in terms of time and location. Clients are increasingly using m-banking, so for some of them, this is the most used way of communication with the bank and doing banking transactions. Therefore, high-quality m-banking services significantly impact trust towards the bank, and it can influence bank reputation. Given the influence of m-banking, as well as the importance of its perceived quality, the paper aims to investigate the elements of m-banking quality, and to analyze the relation between m-banking quality and bank reputation. We investigate several dimensions of m-banking (safety, simplicity, and variety of m-banking services), and their impact on perceived m-banking quality. Besides, we examine the effect of perceived m-banking quality to bank reputation. For the analysis of these relationships, we use structural equation modeling, based on the survey results on a sample of clients of major banks in Croatia. Results of empirical research indicate that safety, simplicity, and a variety of m-banking services have a significant impact on the perceived m-banking quality, which, in turn, has a positive impact on the bank’s reputation. Full article

(This article belongs to the Special Issue New Technologies in Customer Value Management in the Perspective of Sustainable Development)

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