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Customer engagement planning emerging from the individualist-collectivist’-framework: An empirical examination in China and UK.

Nguyen, BT, Chang, K and Simkin, L 2014, 'Customer engagement planning emerging from the individualist-collectivist’-framework: An empirical examination in China and UK.' , Marketing Intelligence and Planning, 21 (1) , pp. 41-65.

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Purpose – Today marketers operate in globalised markets, planning new ways to engage with domestic and foreign customers alike. While there is a greater need to understand these two customer groups, few studies examine the impact of customer engagement tactics on the two customer groups, focusing on their perceptual differences. Even less attention is given to customer engagement tactics in a crosscultural framework. In this research, the authors investigate customers in China and UK, this paper aims to compare their perceptual differences on the impact of multiple customer engagement tactics. Design/methodology/approach – Using a quantitative approach with 286 usable responses from China and the UK obtained through a combination of person-administered survey and computer-based survey screening process, the authors test a series of hypotheses to distinguish across-cultural differences. Findings – Findings show that the collectivists (Chinese customers) perceive customer engagement tactics differently than the individualists (UK customers). The Chinese customers are more sensitive to price and reputation, whereas the UK customers respond more strongly to service, communication and customisation. Chinese customers’ concerns with extensive price and reputation comparisons may be explained by their awareness towards face (status), increased self-expression and equality. Practical implications – The findings challenge the conventional practice of using similar customer engagement tactics for a specific market place with little concern for multiple cultural backgrounds. The paper proposes strategies for marketers facing challenges in this globalised context. Originality/value – Several contributions have been made to the literatures. First, the study showed the effects of culture on the customers’ perceptual differences. Second, the study provided more information to clarify customers’ different reactions towards customer engagement tactics, highlighted by concerns towards face and status. Third, the study provided empirical evidence to support the use of multiple customer engagement tactics to the across cultural studies. Keywords Cross-cultural research, Retailing, Customer engagement, Marketing management, Marketing segmentation

Item Type: Article
Themes: Built and Human Environment
Health and Wellbeing
Schools: Schools > Salford Business School
Journal or Publication Title: Marketing Intelligence and Planning
Publisher: Emerald
Refereed: Yes
ISSN: 0263-4503
Related URLs:
Funders: Non funded research
Depositing User: Professor Kirk Chang
Date Deposited: 11 Apr 2014 13:45
Last Modified: 17 Mar 2016 10:41

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