Internet-Mediated Dialog with Consumers: A Cross-Industry Multiple-Case Study of Polish Exporters

Zaborek, Piotr; Mazur, Jolanta

Abstract

Purpose: The paper explores the online dialog of firms and consumers through corporate websites and social networks. The objective is to investigate the state of this dialog, its mechanisms, and outcomes in four export-oriented manufacturing companies that represent a wide spectrum of industries, including FMCG and durable goods, low-priced and expensive products, purchased with high and low involvement.

Methodology: A multiple-case study was used as the research method, with data sourced from in-depth interviews, observations, and published documents.

Findings: The findings show all managers agree that dialog with consumers is useful, they allocate resources to support it, but its intensity is underwhelming. Dialog effects were reported as positive but only as anecdotal evidence without validation in reliable data, which underscores measuring difficulties. It seems that dialog is the easiest to implement in and brings the most substantial benefits for high-involvement products but, even there, the feedback from consumers is not effectively used for developing product innovations. The major obstacle that restricts rich dialog is not technology but the intensity, speed, and quality of personal contact between employees and consumers.

Originality: The empirical material presented here offers original insights that foster a better understanding of online dialog between consumers and manufacturing companies.

Keywords

dialog (2)interaction (2)the Internet (1)consumers (2)manufacturers (1)exporters (1)multiple-case study (1)value co-creation (3)

References

Bolchini, D. and Paolini, P. (2006). Interactive dialogue model: a design technique for multi-channel applications. IEEE Transactions on Multimedia, 8(3): 529–542, https://doi.org/10.1109/TMM.2006.870733 [Google Scholar]
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Grönroos, Ch. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2): 99–113, https://doi.org/10.1108/08858620410523981 [Google Scholar]
Hoffman, D.L. and Novak, T.P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, 60: 50–68, https://doi.org/10.2307/1251841 [Google Scholar]
Mainetti, L., Paiano, R., Bolchini, D. and Pandurino, A. (2012). Dialogue-based modeling of rich Internet applications: The Rich-IDM approach. International Journal of Web Information Systems, 8(2): 157–180, https://doi.org/10.1108/17440081211241941 [Google Scholar]
Mangold, W.G. and Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4): 357–365, https://doi.org/10.1016/j.bushor.2009.03.002 [Google Scholar]
Mazur, J. and Zaborek, P. (2014). Validating Dart Model. International Journal of Management and Economics, 44(1): 106–125, https://doi.org/10.1515/ijme-2015-0012 [Google Scholar]
Prahalad, C.K. and Ramaswamy, V. (2004). Co-creating unique value with customers, Strategy and Leadership, 32(3): 4–9, https://doi.org/10.1108/10878570410699249 [Google Scholar]
Ranjan, K.R. and Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3): 290–315, https://doi.org/10.1007/s11747-014-0397-2 [Google Scholar]
Romenti, S., Valentini, Ch., Murtarelli, G., Meggiorin, K. (2016). Measuring online dialogic conversations’ quality: a scale development. Journal of Communication Management, 20(4): 328–346, https://doi.org/10.1108/JCOM-11-2015-0090 [Google Scholar]
Vargo, S.L. and Lusch, R.F. (2004). Evolving to a new dominant logic for marketing, Journal of Marketing, 68(1): 1–17, https://doi.org/10.1509/jmkg.68.1.1.24036 [Google Scholar]
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Witek-Hajduk, M.K., Zaborek, P., Mazur, J., Sznajder, A. and Targanski, B. (2017a). Cechy domen Internetowych polskich marek eksportowych a specyfika branży. Polityki Europejskie, Finanse i Marketing, 66(17): 189–199. [Google Scholar]
Witek-Hajduk, M.K., Zaborek, P., Mazur, J., Sznajder, A. and Targanski, B. (2017b). Związki między cechami domen Internetowych polskich marek a ich międzynarodową aktywnością w Internecie. Handel Wewnętrzny, 306(3): 189–199. [Google Scholar]
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Yin R. (2003). Case Study Research: Design and Methods. SAGE Publications, Inc., Thousand Oaks, California, USA. [Google Scholar]

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APA style

Zaborek, Piotr & Mazur, Jolanta (2018). Internet-Mediated Dialog with Consumers: A Cross-Industry Multiple-Case Study of Polish Exporters. (2018). Internet-Mediated Dialog with Consumers: A Cross-Industry Multiple-Case Study of Polish Exporters. Central European Management Journal, 26(4), 64-88. https://doi.org/10.7206/jmba.ce.2450-7814.243 (Original work published 2018)

MLA style

Zaborek, Piotr and Mazur, Jolanta. “Internet-Mediated Dialog With Consumers: A Cross-Industry Multiple-Case Study Of Polish Exporters”. 2018. Central European Management Journal, vol. 26, no. 4, 2018, pp. 64-88.

Chicago style

Zaborek, Piotr and Mazur, Jolanta. “Internet-Mediated Dialog With Consumers: A Cross-Industry Multiple-Case Study Of Polish Exporters”. Central European Management Journal, Central European Management Journal, 26, no. 4 (2018): 64-88. doi:10.7206/jmba.ce.2450-7814.243.

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CC-BY-NC-ND

[1] Bolchini, D. and Paolini, P. (2006). Interactive dialogue model: a design technique for multi-channel applications. IEEE Transactions on Multimedia, 8(3): 529–542, https://doi.org/10.1109/TMM.2006.870733 [Google Scholar]

[2] Bolchini, D., Paollini, P. and Garzotto, F. (2009). Design requirements for communication-intensive interactive applications. In: K. Lyytinen, P. Loucopoulos, J. Mylopoulos, B. Robinson (eds.), Design Requirements Engineering: A Ten-Year Perspective, LN Series in Business Information Processing, Springer, Berlin, 408–431, https://doi.org/10.1007/978-3-540-92966-6_23 [Google Scholar]

[3] Brown, M.A. (ed.) (2017). Social media performance evaluation and success measurements. Hershey, Pennsylvania, https://doi.org/10.4018/978-1-5225-1963-8 [Google Scholar]

[4] Gallagher, J. and Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4): 197–212. [Google Scholar]

[5] Garett, R., Chiu, J., Zhang, L. and Young, S.D. (2016). A Literature Review: Website Design and User Engagement, Online J. Communications Media Technology, 6(3): 1–14. [Google Scholar]

[6] Grönroos, Ch. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2): 99–113, https://doi.org/10.1108/08858620410523981 [Google Scholar]

[7] Hoffman, D.L. and Novak, T.P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, 60: 50–68, https://doi.org/10.2307/1251841 [Google Scholar]

[8] Mainetti, L., Paiano, R., Bolchini, D. and Pandurino, A. (2012). Dialogue-based modeling of rich Internet applications: The Rich-IDM approach. International Journal of Web Information Systems, 8(2): 157–180, https://doi.org/10.1108/17440081211241941 [Google Scholar]

[9] Mangold, W.G. and Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4): 357–365, https://doi.org/10.1016/j.bushor.2009.03.002 [Google Scholar]

[10] Mazur, J. and Zaborek, P. (2014). Validating Dart Model. International Journal of Management and Economics, 44(1): 106–125, https://doi.org/10.1515/ijme-2015-0012 [Google Scholar]

[11] Prahalad, C.K. and Ramaswamy, V. (2004). Co-creating unique value with customers, Strategy and Leadership, 32(3): 4–9, https://doi.org/10.1108/10878570410699249 [Google Scholar]

[12] Ranjan, K.R. and Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3): 290–315, https://doi.org/10.1007/s11747-014-0397-2 [Google Scholar]

[13] Romenti, S., Valentini, Ch., Murtarelli, G., Meggiorin, K. (2016). Measuring online dialogic conversations’ quality: a scale development. Journal of Communication Management, 20(4): 328–346, https://doi.org/10.1108/JCOM-11-2015-0090 [Google Scholar]

[14] Vargo, S.L. and Lusch, R.F. (2004). Evolving to a new dominant logic for marketing, Journal of Marketing, 68(1): 1–17, https://doi.org/10.1509/jmkg.68.1.1.24036 [Google Scholar]

[15] Valentini, C. and Kruckeberg, D. (2012). New media versus social media: a conceptualization of their meaning, uses, and implications for public relations. In: S. Duhé (ed.), New Media and Public Relations, 2nd ed. New York: Peter Lang. [Google Scholar]

[16] Witek-Hajduk, M.K., Zaborek, P., Mazur, J., Sznajder, A. and Targanski, B. (2017a). Cechy domen Internetowych polskich marek eksportowych a specyfika branży. Polityki Europejskie, Finanse i Marketing, 66(17): 189–199. [Google Scholar]

[17] Witek-Hajduk, M.K., Zaborek, P., Mazur, J., Sznajder, A. and Targanski, B. (2017b). Związki między cechami domen Internetowych polskich marek a ich międzynarodową aktywnością w Internecie. Handel Wewnętrzny, 306(3): 189–199. [Google Scholar]

[18] Wu, J.‐J. and Chang, Y.‐S. (2005). Towards understanding members' interactivity, trust, and flow in online travel community. Industrial Management & Data Systems, 105(7): 937–954, https://doi.org/10.1108/02635570510616120 [Google Scholar]

[19] Yin R. (2003). Case Study Research: Design and Methods. SAGE Publications, Inc., Thousand Oaks, California, USA. [Google Scholar]

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