Examining the Impact of Types of Dialogues on Customer Experience
No Thumbnail Available
Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
UMT,Lahore
Abstract
Service dominant logic has played an important role in understanding the marketing discipline 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.