Department of Marketing

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Browsing Department of Marketing by Subject "Marketing"

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    Examining the impact of types of dialogues On customer experience
    (University of Management and Technology Lahore, 2017) Shafqat, Hussain
    Service dominant logic has played an important role in understanding the marketing line today. Value co-creation of S-D logic has become central and most important research topic among marketing research scholar worldwide. It is believed that value is only realized by the customers. The relationship between types of dialogues and customer experience has been discussed in this study that has emerged from value co-creation. Through positivist paradigm, the concept of value co-creation will be quantifiably checked. In this study, answers the question that “what is the relationship between dialogue (dialogue initiating, dialogue building, dialogue sharing, and dialogue critiquing) and Customer experience in the B2C context?” The context of this study is dialogue between doctors and medical reps of pharmaceutical industry. Responses are gathered from the practitioner doctors (customers) of public and private hospitals. Survey instrument has used five point Likert scale to record the responses. Sample size has 276 respondents who participated in the survey. Data has been analyzed by using multivariate data techniques such as exploratory factor analysis (EFA), Cronbach’s Alpha and multiple regression. A comprehensive set of results have emerged from data analysis. Customer experience is positively and significantly influenced by dialogue initiating (DI), dialogue building (DB), dialogue sharing (DS) and dialogue critiquing (DC). Though all four types of dialogue significantly affect customer experience in value co-creation but it is measured that customer is more persuaded toward dialogue initiating and dialogue sharing than that of dialogue building and dialogue critiquing to evaluate customer experience. However, dialogue initiating and dialogue sharing have almost equal contribution in the development of customer experience. This research study outstandingly contributes in the body of value co-creation. Firstly, a statistically reliable and valid instrument has been developed to measure dialogue’s types and customer experience in value co-creation process. Secondly, this research study statistically measures the impact of dialogue on customer experience. Thirdly, this research is contributing as quantitative study in the domain of value co-creation. This research study will enhance the generalized understanding of the concept of value co-creation. The scope, limitations and recommendations for future research have also been discussed in this study.