| Project/Area Number |
18K01897
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Review Section |
Basic Section 07090:Commerce-related
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| Research Institution | Meijo University (2021-2022)
Nagoya University of Commerce & Business (2018-2020) |
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Principal Investigator |
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| Co-Investigator(Kenkyū-buntansha) |
犬塚 篤 名古屋大学, 経済学研究科, 教授 (30377436)
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| Project Period (FY) |
2018-04-01 – 2023-03-31
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| Project Status |
Completed (Fiscal Year 2022)
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| Budget Amount *help |
¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000)
Fiscal Year 2020: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2019: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
Fiscal Year 2018: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
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| Keywords | 消費者行動 / サービス・マーケティング / マーケティング / 顧客志向 / 顧客経験 / アドボケイト / 顧客マネジメント / カスタマーアドボケイト / カスタマー・エンゲージメント / カスタマー・アドボカシー |
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| Outline of Final Research Achievements |
Extracting and organizing the central concepts, antecedents, and consequences of Customer Advocacy (CA) has been accomplished. The confirmation of CA activities positively impacting consumer well-being has been established. Quantitative analysis has been applied to examine both the direct influence of customer experience on well-being and the mediating effect of CA activities.
In addition to analyzing consumer behavior, a strategic approach from the standpoint of businesses has been undertaken. Interviews with various companies have unveiled diverse methods and approaches for generating and leveraging CA. By deriving and empirically demonstrating a robust consequence model that incorporates CA elements into corporate strategies with a customer advocacy focus, a solid framework has been successfully constructed.
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| Academic Significance and Societal Importance of the Research Achievements |
カスタマー・アドボケイト（以下、CA）の中心概念、先行要因、成果要素を包括的にモデル化したことは学術的に意義がある。これにより、CAを特徴的に表す要素が明確化でき、CAの創出法が分かることで、企業の実務的なマーケティングに活用できる。また、CAを含んだ企業戦略としてカスタマー・アドボカシー志向モデルの構築は、学術的な独自性が高い。これにより、CAの活用が企業業績に効果があることが分かり、企業はCAの活用の意義を把握することがきるようになった。
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