Enhancing social media competitiveness of small businesses: insights from small pizzerias

Social media provide an online platform for enterprises to engage existing customers and attract new customers. Although social media can be easily set up at no cost, however, due to limited human and financial resources, many small businesses find it challenging to compete against large enterprises in social media use. While more and more small businesses have jumped on the bandwagon of social media in recent years, few studies investigated the social media strategies that can help small businesses to survive and even thrive against large competitors in the social media arena. Therefore, we studied 32 small pizzerias in a mid-size U.S. city in terms of their social media use for business. Our study found that small pizzerias emphasizing social media use on community relations and social responsibility tend to be more successful in attracting and engaging local customers. This study also sheds light on both effective strategies and successful practices of social media use by small pizzerias. The insights and recommendations identified from this study can help small businesses to enhance their social media competitiveness against large enterprises.     

数据挖掘技术在证券客户关系中的应用

研究证券管理问题,客户关系管理系统(CRM)是现代经营管理科学与现代信息技术结合的科学问题.数据挖掘技术是有效地利用现有数据资源的重要手段.重点是针对数据挖掘技术在证券客户关系管理中的具体问题.运用数据仓库技术建立了客户交易行为数据仓库,并运用聚类技术完成了基于证券公司客户交易行为数据仓库的证券公司客户细分.基于数据挖掘的CRM是对传统企业管理思想的一个创新,充分体现了管理的科学性和艺术性.对企业的经营决策和客户关系管理都具有相当重要的作用和意义.     

Smart experience-oriented customer requirement analysis for smart product service system: A novel hesitant fuzzy linguistic cloud DEMATEL method

Smart product service system (PSS) has become an essential strategy to transform towards digital servitization for manufacturing companies. By leveraging smart capabilities, smart PSS aims to create superior user experience in a smart context. To develop a successful smart PSS, customer requirement management from smart experience perspective is necessary. However, it is a challenging task to identify and evaluate diverse, implicit and interrelated smart experience-oriented customer requirement (SEO-CR) in smart PSS context. Hence, this paper proposes an effective methodology to elicit and analyze SEO-CRs. At first, a generic, two-dimensional SEO-CR system is presented as a basis to derive the tailored SEO-CRs for various smart PSS applications. Second, a novel HFLC-DEMATEL (hesitant fuzzy linguistic cloud-based Decision-making and trial evaluation laboratory) method is proposed to accurately evaluate the priority and complicated interaction of SEO-CRs, considering the hesitancy, fuzziness and randomness under uncertain decision environment. Some new operations (e.g., cloud total-relation matrix and weight determination method) and a cloud influence relation map are developed to fully take advantage of cloud model in DEMATEL implementation. Finally, a real case of smart vehicle service system (SVSS) is presented. The 18 SEO-CRs of the SVSS are derived based on the generalized SEO-CRs. By using HFLC-DEMATEL, some important SEO-CRs in context of SVSS are identified, such as autonomous and convenience. The finding of results can help designers make proper decisions in design and development of SVSS with a superior smart experience. The effectiveness and reliability of the proposed method are validated by conducting some comparative analyses.     

Disciplined autonomy: How business analytics complements customer involvement for digital innovation

The rise of big data and the fluid boundaries of digital products are driving companies to use business analytics (BA) to power their customer involvement. The complementarity view offers unique competence to generate value from BA because capability complementarity is less likely to be replicated or imitated. Unlike prior studies on BA-enabled value realization, our research investigates the interactions of BA and customer involvement capabilities using the complementarity view. We tested our model using data collected from 317 IT companies in China. Our results suggest that BA value realization requires both a top-down mechanism in which BA skills provide global guidance for alignment with a company’s goals and a bottom-up mechanism in which BA culture empowers local autonomy for adaptation to ever-changing needs. Our BA-complemented mechanisms provide research and practice with a way to concurrently use BA and customer involvement capabilities to address the duality of digital innovation. We further suggest that BA skills are necessary but insufficient for digital innovation because BA culture demonstrates a stronger effect in complementing organizations’ existing capabilities than BA skills do.     

Achieving sustainable customer loyalty in airports: The role of waiting time satisfaction and self-service technologies

Waiting time appears to be an unavoidable part of the service industry, particularly at the airport, where you may encounter delays due to check-in, screening, and other activities. This waiting experience can vex customers, affecting their perception of the service provider and, consequently, their loyalty. Our study aimed to determine the effect of waiting time satisfaction and the use of self-service technology on the long-term sustainability of customer loyalty. 750 structured questionnaires were distributed to travelers at two international airports in Turkey. PLS-SEM was used to analyses the models. Our findings indicate that customer satisfaction with waiting times and the use of self-service technologies are critical for the long-term sustainability of customer loyalty. Additionally, we discovered that waiting time satisfaction partially mediates the relationship between self-service technology use and long-term customer loyalty. Finally, the managerial implications were discussed, including future research suggestions.     

Innovative product design based on customer requirement weight calculation model

In the processes of product innovation and design, it is important for the designers to find and capture customer's focus through customer requirement weight calculation and ranking. Based on the fuzzy set theory and Euclidean space distance, this paper puts forward a method for customer requirement weight calculation called Euclidean space distances weighting ranking method. This method is used in the fuzzy analytic hierarchy process that satisfies the additive consistent fuzzy matrix. A model for the weight calculation steps is constructed; meanwhile, a product innovation design module on the basis of the customer requirement weight calculation model is developed. Finally, combined with the instance of titanium sponge production, the customer requirement weight calculation model is validated. By the innovation design module, the structure of the titanium sponge reactor has been improved and made innovative.     

Seat inventory control for sequential multiple flights with customer choice behavior

This paper considers a seat inventory control problem in which flights depart sequentially and passengers purchase available seats depending on customer choice behavior. Customer choice behavior can lead to either a horizontal shift or a booking loss when a desired fare class is unavailable. This problem is mathematically challenging and intractable via exact mathematical models. As an alternative heuristic approach, this paper develops a simulation-based greedy grid-search algorithm and illustrates simulation experiments using the newly developed algorithm. This paper obtains encouraging numerical results with the approach proposed here, but additional studies are required for accommodating more general assumptions such as booking arrival patterns, booking control mechanisms (e.g., cancellation and overbooking) and strategic customer behavior.     

Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective

As mobile technology has developed, mobile banking has become accepted as part of daily life. Although many studies have been conducted to assess users’ satisfaction with mobile applications, none has focused on the ways in which the three quality factors associated with mobile banking – system quality, information quality and interface design quality – affect consumers’ trust and satisfaction. Our proposed research model, based on DeLone and McLean’s model, assesses how these three external quality factors can impact satisfaction and trust. We collected 276 valid questionnaires from mobile banking customers, then analyzed them using structural equation modeling. Our results show that system quality and information quality significantly influence customers’ trust and satisfaction, and that interface design quality does not. We present herein implications and suggestions for further research.     

A hybrid recommendation technique based on product category attributes

Recommender systems are powerful tools that allow companies to present personalized offers to their customers and defined as a system which recommends an appropriate product or service after learning the customers’ preferences and desires. Extracting users’ preferences through their buying behavior and history of purchased products is the most important element of such systems. Due to users’ unlimited and unpredictable desires, identifying their preferences is very complicated process. In most researches, less attention has been paid to user’s preferences varieties in different product categories. This may decrease quality of recommended items. In this paper, we introduced a technique of recommendation in the context of online retail store which extracts user preferences in each product category separately and provides more personalized recommendations through employing product taxonomy, attributes of product categories, web usage mining and combination of two well-known filtering methods: collaborative and content-based filtering. Experimental results show that proposed technique improves quality, as compared to similar approaches.