Stocchi Lara, Pourazad Naser, Michaelidou Nina, Tanusondjaja Arry, Harrigan Paul
UniSA Business, University of South Australia (UniSA), Adelaide, South Australia.
College of Business, Government and Law, Flinders University, Adelaide, South Australia.
J Acad Mark Sci. 2022;50(2):195-225. doi: 10.1007/s11747-021-00815-w. Epub 2021 Nov 8.
We present an integrative review of existing marketing research on mobile apps, clarifying and expanding what is known around how apps shape customer experiences and value across iterative customer journeys, leading to the attainment of competitive advantage, via (in instances of apps attached to an existing brand) and (when the app is the brand). To synthetize relevant knowledge, we integrate different conceptual bases into a unified framework, which simplifies the results of an in-depth bibliographic analysis of 471 studies. The synthesis advances marketing research by combining customer experience, customer journey, value creation and co-creation, digital customer orientation, market orientation, and competitive advantage. This integration of knowledge also furthers scientific marketing research on apps, facilitating future developments on the topic and promoting expertise exchange between academia and industry.
我们对现有的移动应用营销研究进行了综合综述，阐明并拓展了关于应用如何在迭代的客户旅程中塑造客户体验和价值的已知内容，从而通过（在应用与现有品牌相关联的情况下）和（当应用本身就是品牌时）实现竞争优势。为了综合相关知识，我们将不同的概念基础整合到一个统一的框架中，该框架简化了对471项研究的深入文献分析结果。这种综合通过结合客户体验、客户旅程、价值创造与共同创造、数字客户导向、市场导向和竞争优势，推动了营销研究的发展。这种知识整合也进一步促进了关于应用的科学营销研究，为该主题的未来发展提供便利，并促进学术界和行业之间的专业知识交流。
