- Tytuł:
- Beacons as the touchpoints on the customer journey
- Autorzy:
- Bajak, Maria
- Powiązania:
- https://bibliotekanauki.pl/articles/27313548.pdf
- Data publikacji:
- 2022
- Wydawca:
- Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
- Tematy:
-
beacons
customer journey
consumer buying behavior
touchpoints
market communication
model 5A
beacon
zachowania zakupowe konsumentów
touchpointy
komunikacja rynkowa - Opis:
- Purpose: The overriding goal of the presented considerations is to discuss beacons as consumer-brand touchpoints. In addition, the possibilities of using these sensors at various stages of the customer journey to implement the assumptions of the 5A model and build a lasting relationship with the buyer were indicated. Design/methodology/approach: In order to build a lasting relationship with the consumer, it is necessary to conduct multidimensional marketing communication based on numerous touchpoints. This interaction is assisted by mobile devices and many different technological solutions. One of them may be beacons, supporting consumer service at every stage of the customer journey. As part of the considerations, it was examined how the sensors can support marketing activities at individual stages of the customer journey. Findings: As part of the research, it was determined what role beacons can play at every stage of the customer journey, as well as their connections with promotion-mix elements. An attempt has been also made to indicate how these devices can create a holistic experience leading to buyer satisfaction and ultimately their loyalty. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The article can help businesses to better realize the potential of beacons as a tool to support consumers during the shopping experience. It shows practical ways of using devices as part of individual promotional mix elements, which allows for their optimal use at all stages of the customer journey. Originality/value: Although the topic of beacons in commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between sensors, the 5A model and the promotion mix tools.
- Źródło:
-
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2022, 155; 17--29
1641-3466 - Pojawia się w:
- Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
- Dostawca treści:
- Biblioteka Nauki
Artykuł