Customer happiness: essays on happiness and its relation to consumption
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
München
FGM-Verl.
2015
|
| Schriftenreihe: | Schriftenreihe Schwerpunkt Marketing
82 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VIII, 179 S. graph. Darst. 21 cm |
| ISBN: | 9783940260314 |
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Datensatz im Suchindex
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| adam_text | TABLE OF CONTENTS
LIST OF FIGURES V
LIST OF ABBREVIATIONS VII
I. GENERAL INTRODUCTION 1
II. PAPER 1: UNDERSTANDING HAPPINESS - CONSEQUENCES FOR DIFFERENT
LOGICS IN MARKETING 7
1. INTRODUCTION 7
1.1 ABSTRACT 7
1.2 INTRODUCTION 7
2. METHOD 10
2.1 FUNCTIONAL ANALYSIS 10
2.2 IDEAL TYPES 12
3. DEVELOPMENT OF HAPPINESS AND ITS RELATION TO CONSUMPTION 13
3.1 PRE-MODERNITY (END OF 18
TH
CENTURY TO MID-19
LH
CENTURY) 14
3.1.1 SOCIETAL
ZEITGEIST
14
3.1.2 HAPPINESS 14
3.1.3 ROLE OF CONSUMPTION 16
A) UNDERSTANDING MOTIVATIONAL DRIVER 17
B) RELATIONSHIP BETWEEN CONSUMPTION AND HAPPINESS 17
C) ROLE OF MARKETING 18
3.2 MODERNITY (1850-1980) 19
3.2.1 SOCIETAL
ZEITGEIST
19
3.2.2 HAPPINESS 19
3.2.3 ROLE OF CONSUMPTION 20
A) UNDERSTANDING MOTIVATIONAL DRIVERS 21
B) RELATIONSHIP BETWEEN CONSUMPTION AND HAPPINESS 22
C) ROLE OF MARKETING 23
3.3 POSTMODERNITY (-1980 TO RECENT TIMES) 24
3.3.1 SOCIETAL
ZEITGEIST
24
3.3.2 HAPPINESS 29
3.3.3 ROLE OF CONSUMPTION 33
A) UNDERSTANDING MOTIVATIONAL DRIVERS 34
B) RELATIONSHIP BETWEEN CONSUMPTION AND HAPPINESS 35
C) ROLE OF MARKETING 37
HTTP://D-NB.INFO/1070734284
II
4. DISTILLING THE INHERENT LOGIC OF HAPPINESS UNDERSTANDINGS 38
4.1 SATISFACTION 39
4.2 PLEASURE 41
4.3 HARMONY 42
5. CONSEQUENCES FOR CUSTOMER BEHAVIOR AND MARKETING THEORY 44
5.1 AUTHENTIC LIFE IS THE ADDITIONAL NEW POSTMODERN AIM OF CUSTOMERS 45
5.2 CHOICE OF IDENTITY BECOMES MORE IMPORTANT THAN CHOICE OF MARKET
OFFERINGS 47
5.3 MOST MEANINGFUL BECOMES THE ADDITIONAL NEW SELECTION CALCULUS 47
5.4 GOOD IS ENOUGH BECOMES MORE IMPORTANT THAN THE MORE THE BETTER
48
5.5 MORAL AND RELATIONAL VALUES BECOME MORE IMPORTANT 49
5.6 WANTS AND MEANING AS DRIVERS ILLUMINATE THE SHIFT TO VALUE IN USE 51
6. DISCUSSION AND CONCLUSION 52
6.1 DISCUSSION 52
6.2 CONCLUSION 55
III. PAPER 2: IF IT MAKES YOU HAPPY - SCALE DEVELOPMENT OF CUSTOMER
HARMONY AND CUSTOMER HAPPINESS 56
1. INTRODUCTION 56
1.1 ABSTRACT 56
1.2 INTRODUCTION 56
2. DEFINITIONS AND THEORY OF HAPPINESS 59
2.1 SATISFACTION-HAPPINESS 60
2.1.1 PHILOSOPHY AND SOCIOLOGY 60
2.1.2 PSYCHOLOGY 62
2.1.3 MARKETING 63
2.2 PLEASURE-HAPPINESS 65
2.2.1 PHILOSOPHY AND SOCIOLOGY 65
2.2.2 PSYCHOLOGY 65
2.2.3 MARKETING 66
2.3 HARMONY-HAPPINESS 67
2.3.1 PHILOSOPHY AND SOCIOLOGY 67
2.3.2 PSYCHOLOGY 70
2.3.3 MARKETING 72
2.4 CONCLUSION 75
ILL
3. MEASUREMENT OF HAPPINESS AND CUSTOMER HAPPINESS 76
3.1 SCALE DEVELOPMENT AND INDEX CONSTRUCTION PROCEDURES 76
3.1.1 FORMATIVE VERSUS REFLECTIVE MEASUREMENT OF CONSTRUCTS 76
3.1.2 CHOOSING THE RIGHT PERSPECTIVE 79
3.2 ANALYSIS OF RECENT HAPPINESS MEASUREMENTS 81
3.3 ANALYSIS OF RECENT CUSTOMER HAPPINESS MEASUREMENTS 84
3.4 CONCLUSION 87
4. DEVELOPING THE CUSTOMER HAPPINESS SCALE AND CUSTOMER HARMONY
SCALE 87
4.1 CONCEPTUALIZATION OF CUSTOMER HAPPINESS AND CUSTOMER HARMONY 88
4.2 OPERATIONALIZATION OF CUSTOMER HAPPINESS AND CUSTOMER HARMONY 90
4.2.1 STUDY 1: QUALITATIVE INTERVIEWS FOR CONFIRMATION OF THE RELEVANCE
IN THE
MARKETING CONTEXT AND ITEM GENERATION FOR CUSTOMER HARMONY 91
4.2.2 REFLECTIVE OPERATIONALIZATION OF CUSTOMER HARMONY 94
STUDY 2: ITEM REDUCTION 95
STUDY 3: FURTHER ITEM REDUCTION AND DIMENSIONALITY 96
STUDY 4: CONFIRMATION OF DIMENSIONALITY 99
STUDY 5: ASSESSMENT OF VALIDITY 103
CONCLUSION 107
4.2.3 FORMATIVE OPERATIONALIZATION OF CUSTOMER HAPPINESS 108
INDICATOR SPECIFICATION AND CONTENT VALIDITY 108
RELIABILITY AND VALIDITY OF REFLECTIVE SUB-SCALES 108
EXTERNAL VALIDITY: INDICATOR VALIDITY AND CONSTRUCT VALIDITY 110
CONCLUSION 116
5. GENERAL DISCUSSION 117
5.1 GENERAL CONCLUSION 117
5.2 LIMITATIONS AND FURTHER RESEARCH 118
IV. PAPER 3: HAPPY TOGETHER - THE EFFECT OF CUSTOMER ENGAGEMENT ON
CUSTOMER HAPPINESS IN ONLINE AND OFFLINE BRAND COMMUNITIES 121
1. INTRODUCTION 121
1.1 ABSTRACT 121
1.2 INTRODUCTION 121
2. LITERATURE FOUNDATION FOR CONCEPTUAL FRAMEWORK 124
2.1 CUSTOMER HAPPINESS 124
2.2 CUSTOMER ENGAGEMENT IN BRAND COMMUNITIES 127
3. CONCEPTUAL FRAMEWORK AND RESEARCH HYPOTHESES 129
IV
4. EMPIRICAL STUDY 133
4.1 RESEARCH DESIGN AND SAMPLE 133
4.2 MEASUREMENTS OF CONSTRUCTS 134
4.3 EVALUATION METHOD 136
4.4 ANALYSES AND RESULTS 136
4.4.1 ASSESSMENT OF THE OUTER (MEASUREMENT) MODEL 136
4.4.1.1 REFLECTIVE MEASUREMENT MODELS 136
4.4.1.2 FORMATIVE MEASUREMENT MODELS 138
4.4.1.3 TESTING THE COMMON METHOD BIAS 140
4.4.2 ASSESSMENT OF THE INNER (STRUCTURAL) MODEL 141
4.4.2.1 TESTING THE SECOND ORDER CONSTRUCT CUSTOMER HAPPINESS 143
4.4.2.2 TESTING THE HYPOTHESES 144
4.4.2.3 TESTING OF GROUP EFFECT ONLINE AND OFFLINE BRAND COMMUNITIES 146
5. DISCUSSION 147
5.1 MANAGERIAL IMPLICATIONS 149
5.2 LIMITATIONS AND FURTHER RESEARCH DIRECTIONS 150
5.3 CONCLUSION 151
V. GENERAL CONCLUSION 153
VI. REFERENCES 156
|
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| discipline | Wirtschaftswissenschaften |
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| spellingShingle | Niedermeier, Anna Customer happiness essays on happiness and its relation to consumption Schriftenreihe Schwerpunkt Marketing Wirtschaftstheorie (DE-588)4079351-5 gnd Verhaltensökonomie (DE-588)7751254-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Glück (DE-588)4021325-0 gnd |
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| title | Customer happiness essays on happiness and its relation to consumption |
| title_auth | Customer happiness essays on happiness and its relation to consumption |
| title_exact_search | Customer happiness essays on happiness and its relation to consumption |
| title_full | Customer happiness essays on happiness and its relation to consumption Anna Niedermeier |
| title_fullStr | Customer happiness essays on happiness and its relation to consumption Anna Niedermeier |
| title_full_unstemmed | Customer happiness essays on happiness and its relation to consumption Anna Niedermeier |
| title_short | Customer happiness |
| title_sort | customer happiness essays on happiness and its relation to consumption |
| title_sub | essays on happiness and its relation to consumption |
| topic | Wirtschaftstheorie (DE-588)4079351-5 gnd Verhaltensökonomie (DE-588)7751254-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Glück (DE-588)4021325-0 gnd |
| topic_facet | Wirtschaftstheorie Verhaltensökonomie Verbraucherverhalten Glück Aufsatzsammlung Hochschulschrift |
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