Академический Документы
Профессиональный Документы
Культура Документы
Luis-Jess Belmonte-Urea is the director of the Technology Research Center Finca Experimental
Universidad de Almera - Anecoop. He holds a PhD in economics from the University of Almeria
(Spain) and is a full professor of economics at the Department of Economics and Business, Univer-
sity of Almeria.
http://orcid.org/0000-0001-5860-5000
lbelmont@ual.es
Antonia Estrella-Ramn is a technical engineer in computer systems and graduate in marketing re-
search from the University of Almeria (Spain). She has a Masters degree in marketing and consumer
behaviour from the University of Granada (Spain), and a PhD in economics, business and legal scien-
ces from the University of Almeria (Spain) and the Hasselt University (Belgium). She is an assistant
professor of marketing at the Department of Economics and Business, University of Almeria.
http://orcid.org/0000-0003-2487-6202
a.estrella@ual.es
Universidad de Almera
Ctra. Sacramento, s/n, La Caada de San Urbano, 04120 Almera, Spain
Abstract
In this paper it is presented a new mobile application called RE2, that was designed to help service sector professionals with
managing information related to customers and services. It is based on one of the most interesting recent developments
within the framework of customer management: customer engagement. In particular, RE2 digitizes customers loyalty cards,
recording the personal data and consumption patterns of customers. Using this information, RE2 aims to achieve an impro-
vement in service quality, communication strategy, and social reputation by organizing the reward program automatically
and suggesting connections for customers to their social networking sites, where customers can then disseminate their
experiences with the business. This paper presents the theoretical bases used to develop RE2, describes its main functions,
and explains its main contributions to the special case of the hospitality industry (although the application can be applied
to other industries).
Keywords
Social networking sites; Electronic word of mouth; eWom; Customer engagement; Knowledge management; Management
and planning.
Resumen
Se presenta una novedosa aplicacin mvil llamada RE2, diseada para ayudar a los profesionales del sector servicios en la
gestin de la informacin de clientes y servicios. Esta basada en uno de los desarrollos ms recientes en el rea de la gestin
de clientes: el compromiso del cliente. En particular, RE2 digitaliza la tarjeta de fidelizacin de clientes para grabar sus datos
personales y sus patrones de consumo. Utilizando esta informacin, RE2 pretende conseguir una mejora en la calidad del
servicio, la estrategia de comunicacin y la reputacin corporativa, organizando el sistema de recompensas de forma auto-
mtica y sugiriendo una conexin al cliente con sus redes sociales, donde pueden diseminar sus experiencias con el negocio.
Este trabajo presenta las bases tericas utilizadas para desarrollar RE2, describe sus principales funciones y contribuciones
al negocio, aplicado al caso particular de la hostelera (aunque la aplicacin puede ser aplicada en otros sectores).
Palabras clave
Redes sociales; Comunicacin boca a boca electrnica; Compromiso del cliente; Gestin del conocimiento; Planificacin y
gestin.
businesses in cooperation with customers, while avoiding tomer data should always be done with caution to avoid
expensive traditional advertising campaigns. RE2 improves harming the relationship with the customer. Indeed, when
customer management and, therefore, increases the num- a company offers reasonable rewards to customers based
ber of loyal customers and the sales volume ultimately im- on their previous consumption patterns, it can enhance
proving business performance. customer fairness perception and stimulate customer adop-
tion of the rewarded behaviors (Moorman, 1991). In the
2. Customer relationship management and special case of service customers, they are more likely to
e-wom: An overview perform their roles when they are rewarded. Company fe-
The ability to identify profitable customers and build long- edback to customers in a reward format makes customers
term loyal relationships with them is a key factor in the cu- feel cared for by the company; consequently, fair rewards
rrent, highly competitive, business environment, especially motivate customers to behave in a manner beneficial to the
in the hospitality sector (Wei et al., 2013). Service compa- company (Dowling; Uncles, 1997), create positive relations-
nies obtain numerous benefits from their long-term cus- hips with the reward provider, and contribute to the success
tomers (Kumar; Shah, 2004): they buy more and are less of a reward program (Moorman, 1991). However, when a
costly to serve because they are strongly committed to customer perceives that a reward program is unfair, he/she
the company (Mishra; Li, 2008). Indeed, one of the most loses the motivation to give what the reward program is ex-
valuable company assets is its customer base, and as a re- pecting (Meglino; Ravlin, 1998). In this case, customers can
sult companies are successfully using customer data in their also lose interest in creating a relationship with the reward
marketing strategy to develop and extend customer rela- provider (Ganesan, 1994). Therefore, companies have to
tionships and enhance customer learning (Verhoef; Van- properly attend to their reward programs implementation,
Doorn; Dorotic, 2007). In particular, customer relationship because it determines customers perceptions and conse-
management (CRM) is a business strategy that helps busi- quently, their behaviors towards the company. RE2 offers
nesses achieve their goals of retaining the most profitable an easy way to record customers consumption patterns in
customers and increasing purchases made by them (Jain; order to be used as a base for a reward program.
Singh, 2002). CRM can be used for personalizing the cus- The current emphasis on customer-centric business strate-
tomer experience and improving customer satisfaction and gies by hospitality firms requires pursuing tactics that steer
retention, especially within the tourism sector because it is customer behaviors beyond simple transactions, frequently
service-based (Padilla-Melndez; Garrido-Moreno, 2014). referred to as customer engagement behaviors (Wei et al.,
Consequently, customers are not considered equal in CRM 2013). Although loyalty and retention programs refer to cus-
and the company does not provide the same offers to all tomer engagement behavior with physical businesses (i.e.,
customers. RE2 offers the possibility to implement a user- the establishment), customers also play an important role in
friendly way to implement a CRM system specially designed the online strategy of businesses through their engagement
for the hospitality industry. in online communities (Luarn; Lin; Chiu, 2015; Wirtz et al.,
2013). Despite the recent emergence of social networking
Tourism and hospitality industry have sites, these sites are quickly evolving into an essential part
a high labor-intensive factor and a low of many businesses marketing communication strategies
productivity in comparison with other (i.e., companies are increasingly adopting social media
tools to provide services, and more importantly, interact
sectors, and technology can help to ma-
with customers (Kim; Lim; Brymer, 2015)). Online business
nage knowledge and information within community engagement refers to the customers intrinsic
this sector motivation to interact and cooperate with other community
members. Some examples of customer online engagement
behaviors include recommendations, helping other custo-
In addition, the world is now immersed in the era of big data
mers, blogging, and writing reviews (Algesheimer; Dhola-
(McAfee; Brynjolfsson, 2012), which seeks to glean intelli-
kia; Herrmann, 2005).
gence from data and translate it into a business advanta-
ge. Big data systems use many machines working in para- Despite the fact that involving customers to generate conver-
llel to store and process data that can be built and run by a sation in their own SNSs about a business is a difficult task,
small team (Marz; Warren, 2015). Customer data recorded this online information can potentially have a significant im-
in company databases and data warehouses is a new sou- pact on customers decision making (Luarn; Lin; Chiu, 2015).
rce of competitive advantage and can be used to develop For example, sometimes customers cannot easily evaluate
a reward program using RE2. Implementing a fair reward products, especially services, without previously receiving
program requires companies to maintain a register about a first-hand experience from other customer/s. In this case,
their customers and their consumption patterns as a base customers usually search for information and even advice
for rewards. RE2 implements a useful way to obtain custo- from their own close relationships. This communication
mer data digitizing customer loyalty cards using a smartpho- process generates a phenomenon known in marketing com-
ne. Through the use of the digital loyalty card, companies munication as Word of Mouth (wom). Wom is defined as
are able to better understand customers requirements and interpersonal communication about products and services
tastes based on the knowledge recorded about customers among customers, which affects the messages effective-
past consumption patterns. However, the treatment of cus- ness and evaluations of reviewed goods (Hong; Park, 2012).
Traditional word of mouth (wom) is an effective marketing gy (through an improvement in the communication strategy
tool with a great influence on customer behavior. In parti- and social reputation of the business). In particular, RE2 is
cular, while traditional advertising may increase recognition designed to develop a customer database that is used to or-
of products or services, information obtained from friends ganize reward programs and connect with customers SNSs
and relatives through wom has even more impact on custo- to receive referrals, which improve the social reputation of
mers decision making (Khammash; Griffiths, 2011). There the business in cooperation with customers. The conceptual
are two types of wom: model used to design RE2 is presented in Figure 1.
- positive wom (generated by satisfied customers), which is
the most desired by companies (Kim; Kim, 2014); and RE2 improves customer service based
- negative wom (generated by dissatisfied customers) on the knowledge generated from cus-
(Chiou; Chi-Fin-Hsu; Hsieh, 2013; Pantano; Di Pietro, tomers information and consumption
2013).
patterns recorded in the system
In addition, wom can be disseminated through a wide range
of sources (Chatterjee, 2001). The development of informa-
tion and communication technologies (ICTs), as well as web 3. Case study: description of proposed
2.0, facilitates access to online product reviews and com- application RE2
ments written by customers in their SNSs. This type of wom
is referred to as electronic word of mouth (e-wom) and is Traditionally, when a hospitality customer chooses and pur-
the publication of customer-generated content about com- chases a specific service, the employee attending him/her
panies in their SNSs (Llamero, 2014). E-wom provides or- is simply involved in the customer service interaction and
ganizations with valuable market intelligence and on-going billing. The relationship with the customer is then controlled
market research opportunities (Chiu et al., 2015). The pro- by the business itself and sometimes it is difficult to manage
posed RE2 system automatically encourages customers who without the help of ICTs. However, the proposed solution
have received a service in a hospitality business where RE2 requires both employee and customer involvement in the
is implemented, to generate e-wom about the received ser- transaction, and the use of ICTs in order to manage all the
vice and the company in general. information generated in each transaction. For this task,
both employee and customer make use of a mobile devi-
ce, smartphone, or tablet (thanks to advanced computing
RE2 is a new hardware-software solu- capabilities and ubiquity, mobile devices are changing the
tion designed for the hospitality indus- current use and understanding of the hospitality industry
try to improve service quality, customer (Dickinson et al., 2014; Kwon; Bae; Blum, 2013)). In particu-
management and social reputation lar, in order to clarify the structure of the proposed solution,
the system is divided in three main parts: customer side,
employee side, and server side. The description of these
The present study aims to enable hospitality companies in three sides is explained below.
achieving offline and online customer engagement. In this
3.1. Employee and customer sides
regard, RE2 is focused on the development of the following
customer engagement behaviors: satisfaction and loyalty For both the employee and the customer sides, an appli-
related to the physical business (via improvement in service cation for Android-based smartphones has been developed
quality using customer information recorded in the system), jointly with a server. The application runs from Android 2.2
and e-wom generation related to the online business strate- to the latest version. The Android architecture was chosen
because it has the largest
percentage of users world-
wide. In addition, Android
is an operating system that
allows software production
without many licenses and
Customer
Reward
it also makes it possible to
engagement
with
program freely distribute the soft-
the
business
ware using a Google Play
Business
account. Currently, the
performance RE2 application is available
free of charge and can be
Social
+
e-WOM
downloaded from this web
network
sites site:
http://www.ual.es/~jaberme
The software may be used
in any computer device
Figure 1. Conceptual model (whether brand new or
Padilla-Melndez, Antonio; Garrido-Moreno, Aurora Verhoef, Peter C.; Van-Doorn, Jenny; Dorotic, Matilda
(2014). Customer relationship management in hotels: exa- (2007). Customer value management: An overview and re-
mining critical success factors. Current issues in tourism, v. search agenda. Marketing journal of research and manage-
17, n. 5, pp. 387-396. ment, v. 3, n. 2, pp. 105-120.
https://goo.gl/xeVDSx http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.
https://doi.org/10.1080/13683500.2013.805734 465.8464&rep=rep1&type=pdf
Pantano, Eleonora; Di-Pietro, Loredana (2013). From e- Wei, Jo-Ting; Lee, Ming-Chun; Chen, Hsuan-Kai; Wu, Hsin-
tourism to f-tourism: emerging issues from negative tou- Hung (2013). Customer relationship management in the
rists online reviews. Journal of hospitality and tourism te- hairdressing industry: An application of data mining tech-
chnology, v. 4, n. 3, pp. 211-227. niques. Expert systems with applications, v. 40, n. 18, pp.
https://goo.gl/z3GTVC 7513-7518.
https://doi.org/10.1108/JHTT-02-2013-0005 https://goo.gl/K9KUjL
PeerIndex (2009). https://doi.org/10.1016/j.eswa.2013.07.053
http://peerindex.net Wirtz, Jochen; Den-Ambtman, Anouk; Bloemer, Jose;
Peters, Kay; Chen, Yubo; Kaplan, Andreas M.; Ognibeni, Horvth, Csilla; Ramaseshan, B.; Van-de-Klundert, Joris;
Bjrn; Pauwels, Koen (2013). Social media metrics - A fra- Canli, Zeynep-Gurhan; Kandampully, Jay (2013). Ma-
mework and guidelines for managing social media. Journal naging brands and customer engagement in online brand
of interactive marketing, v. 27, n. 4, pp. 281-298. communities. Journal of service management, v. 24, n. 3,
https://doi.org/10.1016/j.intmar.2013.09.007 pp. 223-244.
https://doi.org/10.1108/09564231311326978
Serrano-Puche, Javier (2012). Herramientas web para la
medicin de la influencia digital: anlisis de Klout y PeerIn- World Tourism Organization (2015). UNWTO Tourism
dex. El profesional de la informacin, v. 21, n. 3, pp. 298- highlights 2015 edition.
303. http://mkt.unwto.org/es/publication/panorama-omt-del-
https://doi.org/10.3145/epi.2012.may.11 turismo-internacional-edicion-2015
https://www.rediris.es/list/info/iwetel.html
Con unos 6.000 miembros, IweTel es la mayor lista de distribucin en castellano para debatir y
estar al da sobre temas de biblioteconoma y documentacin.
Fue creada en 1993 por Toms Baiget, como complemento de Information World en Espaol
(IWE), revista que en 1999 pas a denominarse El profesional de la informacin (EPI).
Desde 1998 IweTel est alojada en el servicio de listas de RedIRIS, siendo posible consultar en
sus archivos estos 18 aos de la historia de la documentacin en Espaa:
https://listserv.rediris.es/cgi-bin/wa?A0=IWETEL
La lista cuenta con 4 moderadores que permanentemente filtran los mensajes para evitar
spam, mensajes inapropiados, anuncios, mensajes repetidos, etc.:
David Gmez (Observatorio de la Infancia de Andaluca),
Isabel Olea (EPI, Len),
Nieves Gonzlez-Fernndez-Villavicencio (Universidad Pablo de Olavide, Sevilla),
Toms Baiget (EPI, Barcelona).
Puedes suscribirte a IweTel en:
https://listserv.rediris.es/cgi-bin/wa?SUBED1=IWETEL&A=1