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2020 | z. 147 Modernity of industry and services | 41--52
Tytuł artykułu

Final Purchasers Cooperation With Offerors Vs Trust in Products According to the Extent of Purchasers' Involvement in Their Preparation

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Purpose: This article aims to determine the significance of cooperation between final purchasers and offerors in the process of creating a marketing offer, as well as identify the dependencies between this cooperation and purchasers' trust in products, according to the scope of purchasers' involvement in their preparation. Design/methodology/approach: The results of a cognitive-critical analysis of the world literature on the subject indicate a cognitive and research gap in this area. Until now, cooperation between final purchasers and offerors has not been examined in the context of mutual trust. In order to reduce the gap, empirical studies were conducted, in which a questionnaire was used to gather primary data. The data was subjected to a quantitative analysis, including statistical analysis. Findings: The results made it possible to verify three research hypotheses and draw conclusions of cognitive and applicability value. Statistically significant dependencies were identified between respondents' trust in products and three analysed variables reflecting their attitudes towards cooperation with offerors and their prosumptive behaviours. The relatively strongest dependence is visible between trust in products according to the scope of respondents' involvement in their preparation and respondents' willingness to cooperate with producers. Research limitations/implications: The research has certain limitations, such as its subjective and objective scope. It comprised only adult final purchasers and the analysis comprised only selected aspects of cooperation between final purchasers and offerors. Originality/value: The results of the research contribute to the theory and practice of marketing and consumer behaviour, reducing the cognitive and research gap in the analysis of this cooperation in the context of trust in products.(original abstract)
Twórcy
  • Lodz University of Technology
Bibliografia
  • 1. Atakan, S.S., Bagozzi, R.P., and Yoon, C. (2014). Consumer participation in the design and realization stages of production: How self-production shapes consumer evaluations and relationships to products. International Journal of Research in Marketing, 31(4), 395-408. doi: 10.1016/j.ijresmar.2014.05.003.
  • 2. Bachnik, K., and Nowacki, R. (2018). How to Build Consumer Trust: Socially Responsible or Controversial Advertising. Sustainability, 10, 2173. doi: 10.3390/su10072173.
  • 3. Charitsis, V. (2016). Prosuming (the) self. Ephemera. Theory & Politics in Organization, 16(3), 37-59.
  • 4. Cova, B., and Cova, V. (2012). On the road to prosumption: Marketing discourse and the development of consumer competencies. Consumption Markets & Culture, 15(2), 149-168. doi: 10.1080/10253866.2012.654956.
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  • 7. Darmody, A., Yuksel M., and Venkatraman, M. (2017). The work of mapping and the mapping of work: prosumer roles in crowdsourced maps. Journal of Marketing Management, 33(13-14), 1093-1119, doi: 10.1080/0267257X.2017.1348384.
  • 8. Delgado-Ballester, E., and Munuera-Alemán, J.L. (2001). Brand Trust in the Context of Consumer Loyalty. European Journal of Marketing, 35(11/12), doi: 1238-1258. 10.1108/EUM0000000006475.
  • 9. Dellaert, B.G.C. (2019). The consumer production journey: marketing to consumers as co-producers in the sharing economy. Journal of the Academy of Marketing Science, 47, 238-254. doi: 10.1007/s11747-018-0607-4.
  • 10. Duane, S., and Domegan, Ch. (2019). Social marketing partnerships: Evolution, scope and substance. Marketing Theory, 19(2), 169-193. doi: 10.1177/1470593118799810.
  • 11. Fine, M.B., Gironda, J., and Petrescu, M. (2017). Prosumer motivations for electronic word- of-mouth communication behaviors. Journal of Hospitality and Tourism Technology, 8(2), 280-295. doi: 10.1108/JHTT-09-2016-0048.
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  • 13. http://www.polskawliczbach.pl/
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171600611

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