Development of consumer behavior model on customer advocates

2022 Fiscal Year Final Research Report

• Project/Area Number: 18K01897
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Meijo University (2021-2022); Nagoya University of Commerce & Business (2018-2020)
• Principal Investigator: Yamaoka Takashi 名城大学, 経営学部, 教授 (70739408)
• Co-Investigator(Kenkyū-buntansha): 犬塚 篤 名古屋大学, 経済学研究科, 教授 (30377436)
• Project Period (FY): 2018-04-01 – 2023-03-31
• 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

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.

Free Research Field

マーケティング

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。