1. The Impact of New Media on Customer Relationships
Author: V. Kumar, Lerzan Aksoy, Bas Donkers, Rajkumar Venkatesan, Thorsten Wiesel and Sebastian Tillmanns
Resource -Journal of Service Research, 2010
Professor – 苑守慈
Presenter – Allan Wu

2. Agenda Introduction & Background New Media Definition
Playing Pinball: A Conceptual Framework of New Media’s Impact
Key New Media Phenomenon
(1) New Media Information and Services
(2) New Media Technologies
Summary and Conclusions
Q&A
First over agenda
Fisrt is

3. Introduction&Background
‘The digital innovations of the last decade made it effortless, indeed second nature, for audiences to talk back and talk to each other’’ (Deighton and Kornfeld 2009, p. 4)
The technology is advance raptly.
Dramatically change
科技推誠出新 。改變了人們使用通訊或是行為等的方式，直接改變人們互動溝通的方式
像是YOUTUBE ….舉例
人們開始探討傳統和新科技的差別 傳統被取代 EX: TV AD

4. Introduction&Background
Summarizes the major challenges that new media
bring for managing customer relationships
Making use of the opportunities provided by new media requires a thorough understanding of why consumers are attracted to these new media and how they influence consumers’ affect and behavior
新增新的BM WEB2.0 EX HELP FORSOLVE 問題
降低COST跟提升品質
更多方法去接觸顧客 和顧客互動 所以這篇研究 新N M帶來的現象
This article summarizes the major challenges that new media
bring for managing customer relationships
we argue that
marketing in the era of new media resembles the art of ‘‘pinball
playing’’ and illustrate this in a conceptual framework. We identify ten key new media phenomena affecting marketing instruments and discuss how each phenomenon affects (a) consumer
behavior, (b) the successful management of customer interactions, and (c) measuring customers’ activities and relationship
outcomes, highlighting areas for future research

5. Introduction&Background
(a) consumer behavior
(b) the successful management of customer interactions
(c) measuring customers’ activities and relationship outcomes, highlighting areas for future research.
掌握這些方式去觀察\

6. New Media Definition New media
information channels in which active consumers engage in behaviors that can be consumed by others both in real time and long afterwards regardless of their spatial location.
Ex: websites and other digital communication

7. New Media Definition Digital Pro-active Visible
there are virtually no marginal costs for producing extra copies of digital products
Pro-active
contribute to all parts of the value chain, ranging from superficial articulation to extensive products
Visible
activities can be seen by others
Characteristics
Digital
there are virtually no marginal costs for producing extra copies of digital
products and that individuals can easily distribute their creations to a global audience without having to pass through traditional ‘‘gate keepers’’ such as publishers
EX:
Pro-active
contribute to all parts of the value
chain, ranging from superficial articulation (reviews on retail
or fan sites) to extensive co-creation (testing new ‘‘beta’’
products and reporting flaws to the company or even collectively developing open-source products EX
Visible
Consumers’ new media activities can be seen by others

8. New Media Definition Real-time and memory Ubiquitous Networks
Memory is also crucial for personalizing future interactions.
Ubiquitous
anywhere at any time
Networks
Consumers use new media to participate in social networks
Real-time and memory
Such comments and
reviews are often also available indefinitely, so that potential
customers may be reading about negative (and positive) customer experiences for years into the future (e.g., the 2001
Houston Doubletree incident; Snopes 2006). Memory is also
crucial for personalizing future interactions. EX
Ubiquitous
New media allow consumers to reach (and be reached by) other
consumers and companies almost anywhere at any time
through their mobile devices
Networks
Consumers use new media to participate in social networks,
which enable them to create and share content, communicate
with one another, and build relationships with other consumers

9. Playing Pinball: A Conceptual Framework of New Media’s Impact
產品（Product）、價格（Price）、渠道（Place）、促銷（Promotion）產品
消費者(Consumer)、成本(Cost)、便利(Convenience)和溝通(Communication)消費者需求為導向
關聯(Relativity)、反應(Reaction)、關係(Relation)和回報(Retribution)。關係行銷
PRpublic relation F
傳統 A,F->B,E : ->C 單向(unidirectional one way
who were able to avoid negative mass media coverage having
almost complete control over the brand-shaping messages and,
as a result, relationship outcomes such as customer retention
(arrow C) through their own actions.

10. Pinball 產品（Product）、價格（Price）、渠道（Place）、促銷（Promotion）產品
消費者(Consumer)、成本(Cost)、便利(Convenience)和溝通(Communication)消費者需求為導向
關聯(Relativity)、反應(Reaction)、關係(Relation)和回報(Retribution)。關係行銷
PRpublic relation F
傳統 A,F->B,E : ->C 單向(unidirectional one way
who were able to avoid negative mass media coverage having
almost complete control over the brand-shaping messages and,
as a result, relationship outcomes such as customer retention
(arrow C) through their own actions.

11. Pinball
Today
companies serve up a ‘‘marketing ball’’ (brands and brand-building messages)
which is then diverted and often accelerated by new media ‘‘bumpers,’’ which change the offering’s course in chaotic ways. After the marketing ball
is in play, marketing managers continue to guide it with agile use of the ‘‘flippers,’’
but the ball does not always go where it is intended to and the slightest miscue can be amplified into a catastrophic crisis
In the new media era, companies continue to serve up products, services and messages through traditional channels
(arrows A, F), but also through new media channels (arrow K)
AFK->G J ->H-> C
DOVE AD TV U2

12. Key New Media Phenomena
New Media Information and Services
New Media Technologies
The first category refers to digital content and the new kinds
of consumer behavior that results from it; the second category
is about new media infrastructure

13. Key New Media Phenomena
(a) consumer behavior =>Understanding consumers (b) the successful management of customer interactions =>Customer interactions (c) measuring customers’ activities and relationship outcomes, highlighting areas for future research. =>Customer measurement and relationship outcomes.
Mention that this three customer goal
So this article will discuss in this three critical part

14. New Media Information and Services
1.New multimedia services
2.Digital consumer articulation
3.Consumers as retailers
4.Online social communities

15. New multimedia services
video sharing platforms such as YouTube, music
streaming services such as Pandora, online video games and
MMOGs, and ‘‘virtual worlds’’ such as Second Life

16. New multimedia services
Understanding consumers
Effect on traditional
Impact on brand perception
Who engage ? what drive?
EX TV & Youtube
Customer interaction
Consumer willingness to pay in new media environments
What kind of advertising is most persuasive on new multimedia sites?
Customer measurement and relationship outcomes.
How can behavioral data generated on multimedia sites be employed?
Long-term advertising effectiveness and clickstream data
Prediction accuracy of virtual world data for real-world predictions

17. Digital consumer articulation
EWOM

18. Digital consumer articulation
Understanding consumers
Impact of real-time EWOM on diffusion patterns
Customer interaction
Appropriate strategies for managing negative EWOM
Appropriate ways to interact with consumers who articulate negative EWOM
Customer measurement and relationship outcomes.
Measurement approaches to EWOM
Modeling EWOM’s impact on behaviors
How much to invest in EWOM management?

19. Consumers as retailers

20. Consumers as retailers
Understanding consumers
Under which conditions do consumer prefer used products?
Does the purchase of used products affect brand perceptions?
Customer interaction
How do online second-hand markets affect the value of new products?
Balancing of customer/retailer orientation
Customer measurement and relationship outcomes.
Use of data for other purposes
Can data be embedded in segmentation models?

21. Online social Communities

22. Online social Communities
Understanding consumers
Impact of a active participation on other consumer behaviors
Overlap between consumers’ activities in online and offline communities
Conditions under which communities can influence brand perceptions
Ex: Fan page
Customer interaction
How can communities be used for brand management?
Conditions to successfully run service-support communities
Customer measurement and relationship outcomes.
Consumers’ willingness to provide data
Integration of community data with company database
Effects of marketing in communities on customer relationships
Incremental value of engaging activities

23. New Media Technologies
1.Search bots 2.Shopping bots 3.Mobile technologies 4.Recommendation systems 5.Peer-to-peer networks and piracy 6.Online auctions

24. Search bots

25. Search bots Understanding consumers Customer interaction
Influence of search on consumer decision making consumers’ choice of search terms
Influence of visibility in searches on brand perceptions
Customer interaction
Understanding the interactions between organic listing and targeted ad placements
Balancing new and existing customers with search advertising
Customer measurement and relationship outcomes.
Effectiveness of search advertising for different customer segments and products
Relative effectiveness of banner advertising vs. keyword search advertising

26. Shopping bots

27. Shopping bots Understanding consumers Customer interaction
Is information shared with others?
Perception of partitioned prices
Customer interaction
How to adapt to price comparisons?
What are’ ’ideal’’ partitioned prices?
Effectiveness of price concealment strategies
Customer measurement and relationship outcomes.
How can price comparison data be used to improve pricing?
Effects of bots on customer outcomes and moderating role of relationship quality

28. Mobile technologies

29. Mobile technologies Understanding consumers Customer interaction
Conditions under which consumers are willing to accept permission-based services
Customer interaction
Economic potential of location-based services
Which services have commercial potential?
Tradeoff between push and pull marketing with respect to location-based services
Economic potential of bar codes
Customer measurement and relationship outcomes.
Quality of data collected from mobile devices
Types and measures amenable for measurement via mobile devices

30. Recommendation systems

31. Recommendation systems
Understanding consumers
Integration of consumer preferences in recommenders consumer acceptance of recommenders
Customer interaction
Usability and design of recommenders
Optimal amount of information obtained from consumer
Customer measurement and relationship outcomes.
How can recommender data be used for other marketing issues?
How to treat new users
Performance of recommendations compared to other information

32. Peer-to-peer networks and piracy

33. Peer-to-peer networks and piracy
Understanding consumers
How do consumers justify illegal behavior?
How do consumers decide what is worth paying for?
Customer interaction
Effectiveness of anti-piracy strategies
Use of peer-to-peer networks for commercial distribution
Transformation of ‘‘pirates’’ into paying customers
Customer measurement and relationship outcomes.
Usage of peer-to-peer networks to explore cultural trends and identify niche products
Effects of anti-piracy actions on ‘‘healthy’’ relationships
concert

34. Online auctions

35. Online auctions Understanding consumers Customer interaction
Conditions under which consumer prefer auctions
Choice when ‘‘Buy it Now’’ option exists
Perception of active participation
Customer interaction
Design of interactive pricing mechanisms
Through which auction type should products be sold?
Customer measurement and relationship outcomes.
Do bids allow determining price-response functions or willingness-to-pay?
How can bidding behavior be integrated with customers’ purchase history?

36. Summary and Conclusions
The framework illustrates that new media require a shift in marketing thinking
Researchers are encouraged to use this pinball framework as a road map that can help to shed light on exciting new research questions

37. What other technology could influence customer relationship?

38. Q&A