Customer Education in Omnichannel Marketing – A Systematic Literature Review.
Abstrakt
Purpose – The text aims to present the results of the analysis on the state of knowledge on Customer Education (CE) and propose future research directions in marketing area. The filtering criteria was the chance to apply the gathered information in the marketing area.
Research method – The method of the systematic literature review was applied. Regarding customer education keywords, I examined two databases (SCOPUS and Web of Science). Then the results were analysed with the assistance of VOSviewer and using content analysis (qualitative research). A total number of 79 articles was analysed.
Results – Customer Education (CE) is rarely examined, especially in marketing. The concept evolves from instructions to co-creation. Bibliographic analysis shows the relation of CE with CX, customer satisfaction and loyalty to the organisation when it aims for internal and external customers.
Originality /value/implications/recommendations – Due to the novelty of the problem and its development in business, it is worth stimulating debate on CE in science. The paper aims to fill a gap in literature reviews on the issue and might be a voice in pointing out future research directions. Future research can gravitate toward new channels of CE, learning communities, and the relationship between CE and: customer behaviour, CX,
application of AI and data mining, and usage of learning management systems (LMS).
Bibliografia
Abosag, I., Baker, T. L., Hall, K. L., Voulgari, A.-D., Zheng, X., 2017, Antecedents and consequences of liking in retail service relationships in China and Greece, "International Business Review", 26(3), pp. 566–578. DOI: 10.1016/j.ibusrev.2016.11.003
Adrutdin, K. F., Gadar, K., Rahim, N. S. A., Hasim, M. A., 2020, Customer education in islamic banking in Malaysia, "Journal of Critical Reviews", 7(8), pp. 127–131, DOI: 10.31838/jcr.07.08.26
Alawadhi, N., Al Shaikhli, I., Alkandari, A., Kalaie Chab, S., 2021, Business Owners’ Feedback toward Adoption of Open Data: A Case Study in Kuwait, "Journal of Electrical and Computer Engineering", DOI: 10.1155/2021/6692410
Alex Wang, S.-L., 2002, Customer testimonials and news clips as contextual cues in the consumer cognitive processing of online shopping: How do they build trust and then increase purchase intention?, "Journal of Promotion Management", 9(1–2), pp. 145–162, DOI: 10.1300/J057v09n01_12
Anaelo, W. J., 2007, Consistently good service. ENR, Engineering News-Record, 259(17), pp. 22–24.
Archer, N., Wang, S., Kang, C., 2008, Barriers to the adoption of online supply chain solutions in small and medium enterprises, "Supply Chain Management", 13(1), pp. 73–82, DOI: 10.1108/13598540810850337
Balaji, R., Krishnan, A. R., 2020, A study on factors influencing adoption of massive open online courses among the it professionals, "Journal of Advanced Research in Dynamical and Control Systems", 12(5), pp. 206–209, DOI: 10.5373/JARDCS/V12I5/20201706
Brunetti, F., Bonfanti, A., Vigolo, V., 2016, Empowering Customer Education: A Research Agenda For Marketing Studies, [in:] D. Vrontis, Y. Weber, E. Tsoukatos (Eds.), University of Verona (WOS:000390841500029; pp. 393–405).
Buntrock, R. E., 1998, Disintermediation: What’s in It for Me?, "Searcher:Magazine for Database Professionals", 6(5), pp. 8–10.
Cagle, E., 2010, Direct mail outlook: Education, tools remain key. "Printing Impressions", 53(12), accessible on: https://www.scopus.com/inward/record.uri?eid=2-s2.0-79957604443&partnerID=40&md5=d1240cbfb2c3b1f2330d99847f04e476
Chen, T., Cong, G., Peng, L., Yin, X., Rong, J., Yang, J., 2020, analysis of user satisfaction with online education platforms in china during the covid-19 pandemic, "Healthcare (Switzerland)", 8(3), DOI: 10.3390/healthcare8030200.
Dahl, A. J., Peltier, J. W., Milne, G. R, 2022, Reducing information asymmetry and increasing health value co-creation in a rural healthcare context, "Journal of Consumer Affairs", 56(2), pp. 512–535. DOI: 10.1111/joca.12447.
Dana, M. G., 2003, Customer education: Necessary, simple, affordable, "New England Printer and Publisher", 66(2), pp. 21–22.
Dholakia, U. M., Blazevic, V., Wiertz, C., Algesheimer, R., 2009, Communal service delivery: How customers benefit from ParticiPation in Firm-hosted virtual P3 communities, Journal of Service Research, 12(2), pp. 208–226, DOI: 10.1177/1094670509338618.
Dobele, A., Fry, J., Rundle-Thiele, S., Fry, T., 2017, Caring for baby: What sources of information do mothers use and trust?, "Journal of Services Marketing", 31(7), pp. 677–689, DOI: 10.1108/JSM-02-2015-0104
Doyle, M., Carus, D. A., Pridham, M. S., 2005, A system to retrieve consumer-facing product information, "British Food Journal", 107(10), pp. 781–791, DOI: 10.1108/00070700510623540.
Eden, S., 1994, Business, trust and environmental information: Perceptions from consumers and retailers, "Business Strategy and the Environment", 3(4), pp. 1–8, DOI: 10.1002/bse.3280030401.
Fosgerau, C., Clemmensen, N. B., Husted, G. R., Kaae, S., Rossing, C., 2022, A mentalising education programme for community pharmacy workforce, "Pharmacy Education", 22(1), pp. 77–87, DOI: 10.46542/pe.2022.221.7787.
Geisler, S. P., Kiefer, R. J., 2004, A study of customer education materials for the cadillac night vision system, 2004 SAE World Congress, DOI: 10.4271/2004-01-1091
Gephart, D., Donahue, D., Orgren, R., Brooks, W. B., Priest, S. L., 1998, Education Online: A Community Preceptor Computer Network, "Teaching and Learning in Medicine", 10(4), pp. 232–239, DOI: 10.1207/S15328015TLM1004_7.
Giles III, J., 2002, Dream along with me..., "Quick Printing", 25(12), pp. 56–58..
Goi, M. T., Kalidas, V., Yunus, N., 2022, Developing and testing a customer value co-creation model of higher education institutions, "Journal of Marketing for Higher Education", DOI: 10.1080/08841241.2022.2076275.
Gong, T., Wang, C.-Y., Lee, K., 2022, Effects of characteristics of in-store retail technology on customer citizenship behavior, "Journal of Retailing and Consumer Services", 65, DOI: 10.1016/j.jretconser.2021.102488.
Gotwald, B., 2020, Komunikacja marketingowa w środowisku omnikanałowym. Potrzeby i zachowania klientów na rynku centrów nauki, Łódź: Wydawnictwo Uniwersytetu Łódzkiego.
Gregor, B., Gotwald-Feja, B., 2018, Chances and Challenges for Contemporary Business–from Human-Centred Design Philosophy to Omnichannel Environment, "Handel Wewnętrzny", 5 (376), pp. 73–80.
Grensing-Pophal, L., 2010, Are textbooks onsolete? An education in the impact of electonic textbooks, "EContent", 33(3), pp. 18–22.
Hagmair, G., Amering, M., Kaiser, G., Katschnig, H., 2014, Counselling customers with psychotropic vs. Cardiovascular prescriptions: A survey among Austrian community pharmacists, "Neuropsychiatrie", 28(4), pp. 178–184, DOI: 10.1007/s40211-014-0121-y.
Hasan, K. K., Mamun Mostofa, S. K., Othman, R., Mukherjee, D., 2022, Blended Learning During Pandemic Through Knowledge Management: An Analytical Study, "Journal of Information and Knowledge Management", 21, DOI: 10.1142/S0219649222400068.
Hathaway, Z., Polis, H., Loomis, J., Boroski, J., Milano, A., Ouyang, J., 2021, A utility roadmap for expanding customer adoption of electric vehicles, "World Electric Vehicle Journal", 12(2) , DOI: 10.3390/wevj12020081.
Henderson, J., Mcgoldrick, E., Mcadam, R., 2003, A critical review of e-service in Northern Ireland Electricity, "Managing Service Quality: An International Journal", 13(6), pp. 463–470, DOI: 10.1108/09604520310506522.
Islam, K. A., Akagi, C., 2018, An Exploratory Study of Customers’ Experiences with their Financial Services’ Customer Education Programs as it Impacts Financial Firm Customer Loyalty, "Services Marketing Quarterly", 39(4), pp. 330–344, DOI: 10.1080/15332969.2018.1514797.
Juffrie, M., Sartika, R. A. D., Sparringa, R. A., Wibowo, L., Lukito, W., 2020, Consumption patterns of sweetened condensed milk in the diet of young Indonesian children and its potential nutritional health consequences, "Asia Pacific Journal of Clinical Nutrition", 29(1), pp. 16–26, DOI: 10.6133/apjcn.202003_29(1).0003.
Kenney, M. G., Khanfar, N. M., 2009, Antecedents of repurchase intention: Propositions towards using marketing strategy to mitigate the attrition of online students, "Services Marketing Quarterly", 30(3), pp. 270–286, DOI: 10.1080/15332960902993536.
Khojah, H. M. J., 2020, Community pharmacy services and preparedness during COVID-19 outbreak in Madinah, Saudi Arabia, "Saudi Pharmaceutical Journal", 28(11), pp. 1402–1407, DOI: 10.1016/j.jsps.2020.09.004.
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Kowalczyk, M., 2020, Koncepcje wychowawcze współczesnych rodziców dzieci w wieku wczesnoszkolnym w aspekcie koherencji, Kraków: Impuls.
Krantzow, A., 2021, 4 Ideas to Boost Your Customer Experience with Customer Education. North Pass. https://www.northpass.com/blog/4-ideas-to-boost-your-customer-experience-cx-with-customer-education-in-2022.
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Dahl, A. J., Peltier, J. W., Milne, G. R, 2022, Reducing information asymmetry and increasing health value co-creation in a rural healthcare context, "Journal of Consumer Affairs", 56(2), pp. 512–535. DOI: 10.1111/joca.12447.
Dana, M. G., 2003, Customer education: Necessary, simple, affordable, "New England Printer and Publisher", 66(2), pp. 21–22.
Dholakia, U. M., Blazevic, V., Wiertz, C., Algesheimer, R., 2009, Communal service delivery: How customers benefit from ParticiPation in Firm-hosted virtual P3 communities, Journal of Service Research, 12(2), pp. 208–226, DOI: 10.1177/1094670509338618.
Dobele, A., Fry, J., Rundle-Thiele, S., Fry, T., 2017, Caring for baby: What sources of information do mothers use and trust?, "Journal of Services Marketing", 31(7), pp. 677–689, DOI: 10.1108/JSM-02-2015-0104
Doyle, M., Carus, D. A., Pridham, M. S., 2005, A system to retrieve consumer-facing product information, "British Food Journal", 107(10), pp. 781–791, DOI: 10.1108/00070700510623540.
Eden, S., 1994, Business, trust and environmental information: Perceptions from consumers and retailers, "Business Strategy and the Environment", 3(4), pp. 1–8, DOI: 10.1002/bse.3280030401.
Fosgerau, C., Clemmensen, N. B., Husted, G. R., Kaae, S., Rossing, C., 2022, A mentalising education programme for community pharmacy workforce, "Pharmacy Education", 22(1), pp. 77–87, DOI: 10.46542/pe.2022.221.7787.
Geisler, S. P., Kiefer, R. J., 2004, A study of customer education materials for the cadillac night vision system, 2004 SAE World Congress, DOI: 10.4271/2004-01-1091
Gephart, D., Donahue, D., Orgren, R., Brooks, W. B., Priest, S. L., 1998, Education Online: A Community Preceptor Computer Network, "Teaching and Learning in Medicine", 10(4), pp. 232–239, DOI: 10.1207/S15328015TLM1004_7.
Giles III, J., 2002, Dream along with me..., "Quick Printing", 25(12), pp. 56–58..
Goi, M. T., Kalidas, V., Yunus, N., 2022, Developing and testing a customer value co-creation model of higher education institutions, "Journal of Marketing for Higher Education", DOI: 10.1080/08841241.2022.2076275.
Gong, T., Wang, C.-Y., Lee, K., 2022, Effects of characteristics of in-store retail technology on customer citizenship behavior, "Journal of Retailing and Consumer Services", 65, DOI: 10.1016/j.jretconser.2021.102488.
Gotwald, B., 2020, Komunikacja marketingowa w środowisku omnikanałowym. Potrzeby i zachowania klientów na rynku centrów nauki, Łódź: Wydawnictwo Uniwersytetu Łódzkiego.
Gregor, B., Gotwald-Feja, B., 2018, Chances and Challenges for Contemporary Business–from Human-Centred Design Philosophy to Omnichannel Environment, "Handel Wewnętrzny", 5 (376), pp. 73–80.
Grensing-Pophal, L., 2010, Are textbooks onsolete? An education in the impact of electonic textbooks, "EContent", 33(3), pp. 18–22.
Hagmair, G., Amering, M., Kaiser, G., Katschnig, H., 2014, Counselling customers with psychotropic vs. Cardiovascular prescriptions: A survey among Austrian community pharmacists, "Neuropsychiatrie", 28(4), pp. 178–184, DOI: 10.1007/s40211-014-0121-y.
Hasan, K. K., Mamun Mostofa, S. K., Othman, R., Mukherjee, D., 2022, Blended Learning During Pandemic Through Knowledge Management: An Analytical Study, "Journal of Information and Knowledge Management", 21, DOI: 10.1142/S0219649222400068.
Hathaway, Z., Polis, H., Loomis, J., Boroski, J., Milano, A., Ouyang, J., 2021, A utility roadmap for expanding customer adoption of electric vehicles, "World Electric Vehicle Journal", 12(2) , DOI: 10.3390/wevj12020081.
Henderson, J., Mcgoldrick, E., Mcadam, R., 2003, A critical review of e-service in Northern Ireland Electricity, "Managing Service Quality: An International Journal", 13(6), pp. 463–470, DOI: 10.1108/09604520310506522.
Islam, K. A., Akagi, C., 2018, An Exploratory Study of Customers’ Experiences with their Financial Services’ Customer Education Programs as it Impacts Financial Firm Customer Loyalty, "Services Marketing Quarterly", 39(4), pp. 330–344, DOI: 10.1080/15332969.2018.1514797.
Juffrie, M., Sartika, R. A. D., Sparringa, R. A., Wibowo, L., Lukito, W., 2020, Consumption patterns of sweetened condensed milk in the diet of young Indonesian children and its potential nutritional health consequences, "Asia Pacific Journal of Clinical Nutrition", 29(1), pp. 16–26, DOI: 10.6133/apjcn.202003_29(1).0003.
Kenney, M. G., Khanfar, N. M., 2009, Antecedents of repurchase intention: Propositions towards using marketing strategy to mitigate the attrition of online students, "Services Marketing Quarterly", 30(3), pp. 270–286, DOI: 10.1080/15332960902993536.
Khojah, H. M. J., 2020, Community pharmacy services and preparedness during COVID-19 outbreak in Madinah, Saudi Arabia, "Saudi Pharmaceutical Journal", 28(11), pp. 1402–1407, DOI: 10.1016/j.jsps.2020.09.004.
Killedar, M., 2008, Effectiveness of learning process using ‘web technology’ in the distance learning system, "Turkish Online Journal of Distance Education", 9(4), pp. 109–119.
Kowalczyk, M., 2020, Koncepcje wychowawcze współczesnych rodziców dzieci w wieku wczesnoszkolnym w aspekcie koherencji, Kraków: Impuls.
Krantzow, A., 2021, 4 Ideas to Boost Your Customer Experience with Customer Education. North Pass. https://www.northpass.com/blog/4-ideas-to-boost-your-customer-experience-cx-with-customer-education-in-2022.
Kutzing, S., Rego, C., Schoettle, T., Adeem, K., Stewart, T., 2022, Effective Point-of-Use Filtration for Lead Removal, "JOURNAL AWWA", 114(1), pp. 26–35, DOI: 10.1002/awwa.1843.
Lakmali, A. A. I., Abeysekera, N., Silva, D. A. C. S., 2021, Effectiveness of customer social participation for academic purposes: A case of informal WhatsApp groups, "Asian Association of Open Universities Journal", 16(3), pp. 326–343, DOI: 10.1108/AAOUJ-08-2021-0093.
Li, S., Sun, B., Montgomery, A. L., 2011, Cross-selling the right product to the right customer at the right time, "Journal of Marketing Research", 48(4), pp. 683–700, DOI: 10.1509/jmkr.48.4.683.
Lin, C.-P., Ding, C. G., 2009, Comparing the main effects and moderating effects of education among three models in IT service: A quantitative approach, "Quality and Quantity", 43(4), pp. 617–633, DOI: 10.1007/s11135-007-9150-y.
Liu, L., 2022, E-Commerce Personalized Recommendation Based on Machine Learning Technology, "Mobile Information Systems", 2022, DOI: 10.1155/2022/1761579
Luong, D. B., Wu, K.-W., Vo, T. H. G., 2020, Difficulty is a possibility: Turning service recovery into e-WOM, "Journal of Services Marketing", 35(8), p. 1000–1012, DOI: 10.1108/JSM-12-2019-0487
Makris, P., Efthymiopoulos, N., Nikolopoulos, V., Pomazanskyi, A., Irmscher, B., Stefanov, K., Pancheva, K., Varvarigos, E., 2018, Digitization era for electric utilities: A novel business model through an interdisciplinary s/w platform and open research challenges. "IEEE Access", 6, pp. 22452–22463, DOI: 10.1109/ACCESS.2018.2828323
Masia, O. A., van der Poll, J. A., 2021, A framework for agile project management for the water industry in developing economies, "Journal for Global Business Advancement", 14(1), pp. 70–92, DOI: 10.1504/JGBA.2021.114320.
Natarajan, T., Jayadevan, G. R., Jayapal, J., 2022, Consumption of Branded Functional Beverages Post-COVID Pandemic: An Empirical Investigation in a Developing Economy Using Behavioral Change Models, "Journal of Food Products Marketing", 28(3), pp. 132–151, DOI: 10.1080/10454446.2022.2058900.
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