Atwal, G. and Williams, A. (2009). Luxury brand marketing – The experience is everything!. Journal of Brand Management, [online] 16(5-6), pp.338-346

Mots clés : 

Branding, consumer behavior, marketing, luxe, l’expérience client 

L’objectif de cet article est de comprendre et d’expliquer le succès d’une marque de luxe en proposant une expérience client unique. Pour cela, il faut une réelle connexion entre la marque et le consommateur. 

Résumé : 

Une problématique aujourd’hui est que la vente d’articles de luxe n’est plus comme hier. Aujourd’hui l’image de marque entre beaucoup en jeu (qualité des produits, authenticité) mais également l’expérience client lors d’un achat de produits de luxe. 

Cet article relate également de l’évolution de l’image du luxe dans la société et auprès des consommateurs et ce qui définit le luxe. 

Les auteurs posent ainsi une nouvelle définition du luxe contemporain : “«Nouveau luxe» a été défini comme les produits et les services qui possèdent des niveaux plus élevés de qualité, goût et aspiration que les autres produits de la catégorie, mais qui ne sont pas si chers qu’ils sont hors de portée ». Ainsi, selon les auteurs, pour le luxe, il n’est pas seulement question de rareté ou de prix, mais de qualité. 

De plus, avec une nouvelle définition du luxe actuel, s’accompagne d’une explication de la consommation de ces articles. 

La consommation d’article de luxe peut passer par la représentation de son statut social selon certains auteurs. Cependant, selon Atwal, G. and Williams, A., l’achat d’article de luxe est plus complexe que cela. Les consommateurs contemporains peuvent acheter des articles de luxe dans un objectif d’appartenance. Ainsi, la mentalité sur la consommation d’article de luxe est passée d’une relation dite transactionnelle à une relation holistique. D’où rentre aujourd’hui en jeu la partie “expérience d’achat et client”. Aujourd’hui, la valeur produit/service n’est plus suffisante pour atteindre le consommateur. Les marques doivent aujourd’hui favoriser une expérience totale pour que les consommateurs puissent déterminer si ce produit/service possède des avantages concurrentiels. 

Ainsi, le marketing expérientiel entre en jeu. Cela consiste à comprendre le coeur du produit et à l’amplifier dans un ensemble d’expériences tangibles, physiques ou interactives pour renforcer cette offre. De plus, les consommateurs sont de plus impliqués dans le processus de définition et de création de valeur. 

La définition des dimensions de l’expérience dans le luxe selon les auteurs, sont : le divertissement (à travers des défilés de mode par exemple), l’éducation (par exemple Ferrari Driving Experience), l’évasion (on parle ici notamment du tourisme avec des spas de luxe) et l’esthétique (par exemple soigner le design d’une boutique et la rendre mémorable). 

Enfin, les auteurs ont détaillé comment développer une stratégie pour une expérience réussie. 

La première étape est de définir les segments de la clientèle. Il faut analyser les datas pour être sûr que la marque cible correctement et la bonne clientèle.  

Ensuite, la seconde étape est de définir des points de contact et d’évaluer ceux qui ont le plus d’impacts. 

Enfin, la troisième étape est de transformer ces résultats en projets prioritaires. De plus, il faut monitorer et veiller à ce que l’expérience soit cohérente. 

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Consulté à l’adresse https://acpr.banque-france.fr/sites/default/files/medias/documents/20181010_etude_acpr_banque_en_ligne_neobanque.pdf

Mots-clés : banque, néobanque, digitalisation, innovation, Fintech, technologie.

Plan :

1. Les modèles d’affaires des nouveaux acteurs bancaires font état de fortes similitudes mais aussi de certains traits distinctifs qui empêchent de dégager un modèle d’affaires unique
2. Les banques en ligne et les néobanques peinent encore à établir un modèle d’affaires rentable
3. Relevant ce défi de rentabilité, la majorité des nouveaux acteurs bancaires comptent dégager des résultats positifs en 2020

Synthèse :

Le secteur de la banque de détail en France est confronté à de nombreux défis et mutations : tout d’abord une révolution numérique qui appelle une profonde transformation par les réseaux traditionnels de leurs processus, de leurs systèmes informatiques et de leurs ressources humaines1 ; ensuite des évolutions législatives qui encadrent les pratiques tarifaires2 et favorisent la mobilité bancaire3 ; et enfin un environnement de taux bas qui grève les marges nettes d’intérêt.
C’est dans ce contexte que plusieurs nouveaux acteurs bancaires4, communément appelés banques en ligne ou néobanques, faisant appel aux nouvelles technologies pour refonder le modèle relationnel (via internet, puis via les applications mobiles), ont progressivement réussi à partir des années 2000 à s’établir aux côtés des réseaux bancaires traditionnels. Si ces nouveaux acteurs s’adressaient à leurs débuts à des clientèles minoritaires, déjà bancarisées et plutôt complémentaires à celles des réseaux traditionnels, ils touchent aujourd’hui de plus en plus le grand public.
C’est la raison pour laquelle l’ACPR a décidé de conduire au cours du premier semestre 2018 une étude sur les modèles d’affaires de ces nouveaux acteurs bancaires. Un panel de 12 établissements a été interrogé. Ces derniers ont été sélectionnés en tenant compte de leur modèle d’affaires (au moins une offre de compte courant et de carte bancaire et un relationnel client majoritairement à distance) et de leur représentativité.

Conclusion :

L’ACPR est donc parvenue aux conclusions suivantes:
1) Les nouveaux acteurs bancaires ont progressivement réussi à s’installer dans le paysage bancaire français pourtant mature. Toutefois, ils sont eux-mêmes soumis à un contexte concurrentiel très fort. En raison de leur jeunesse et de l’absence de réseaux, leur image de marque reste moins bien établie. Leur positionnement tarifaire les oblige de surcroît à une amélioration constante de leurs performances.
2) Dans ce contexte, l’étude met en lumière les incertitudes qui pèsent sur leurs perspectives de développement. Si les plans stratégiques de certains établissements pourraient se révéler trop ambitieux, il reste toutefois délicat de juger de projections de rentabilité pour des acteurs dont la stratégie d’innovation et de développement peut induire des transformations profondes du secteur.
3) À cet égard, le rôle des banques en ligne et des néobanques dans la course à l’innovation mérite d’être souligné. Dans le domaine du mobile ou de l’usage innovant des données à des fins marketing, ces nouveaux acteurs se montrent particulièrement actifs. Ils ont ainsi été parmi les premiers à proposer des solutions de gestion des finances personnelles. Dans le domaine de la relation clientèle, ces établissements cherchent aussi à tirer au maximum profit de la technologie pour rendre le client autonome et limiter autant que possible l’intervention humaine. Lorsqu’ils appartiennent à des groupes bancaires déjà établis, ils peuvent ainsi jouer en leur sein le rôle de laboratoire d’innovation et d’expérimentation. Dans tous les cas, ils se sont imposés comme des acteurs essentiels des transformations à venir de la banque de détail.

Résumé :

The modernization of the banking sector has been a defining trend in new EU member state economies over the last decade. Financial innovations in particular have provided banks with the necessary tools to obtain competitive advantages. In this context, the aim of our research is to analyze the way in which the financial innovation represented by Internet banking services can contribute to the enhancement of the overall efficiency of Romanian banks. We apply DEA to compute the aggregate efficiency score for each of the 24 banks in our sample and, in addition, we utilize PCA to classify the banks into different operational strategies groups based on their relative efficiency scores. The results show that there are very few banks in our sample that have utilized Internet banking services in their production process to increase their level of efficiency and thus the research proposes a series of solutions and recommendations.

Mots-clés : financial innovation, Internet banking, DEA, PCA, bank performance.

Conclusion:

The banking industry has benefited tremendously from the development of the Internet. The Internet fundamentally changed the way in which banking networks are designed to meet the client demands and expectations. Despite the upsurge of Internet banking services in the process of intermediation, there is a relatively small body of academic literature that addresses the impact of these services in the banking sectors of the new EU member states, and Romania is no exception to this. Additionally, most studies overlook both financial and nonfinancial variables in order to underline the performance enhancements that a bank can achieve by employing this particular financial innovation. In our research we investigate the relationship between Internet services and bank efficiency for the Romanian banks, focusing only on the banks incorporated in Romania and eliminating the branches of foreign banks that operate in this country in order to ensure that the banks from our panel are exposed to the same legislative and macroeconomic environment. Using PCA alongside DEA, we were able to identify the Romanian banks that employ the financial innovation represented by Internet banking services in order to enhance their overall efficiency. We believe this approach provides a better understanding of this issue compared to the
simple application of DEA, as stated by other researchers, too (see for example Ho and Wu, 2009 or Serrano Cinca et al., 2011).
The results suggest that there are two business strategies practiced in the Romanian banking sector: “cost oriented” and “Internet banking oriented”. In addition, we find that only a few of the Romanian banks (i.e., Banca Transilvania and OTP Bank) are able to efficiently use Internet banking services in order to enhance their overall performances. Most of the other banks in our sample prefer a mixed approach between Internet banking services and
cost reduction strategies. These results have interesting policy implications. Citizens and businesses must be encouraged to use Internet banking in their daily activities, including deposits, payments and money transfers. This would cause a surge in the number of Internet banking users, and make these services more viable to be employed by banks in exercising efficiency enhancement strategies. As our results show, only a few banks currently do so. In a period in which the banking activity suffers due to the international financial crisis and one of the main concerns of the banks is to find solutions for the enhancement of the efficiency and the lowering of their costs, Internet banking services are gaining more ground, representing a modern approach for the attraction and retention of customers.

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Résumé :

The purpose of this study is to investigate the behavioral intention to adopt internet banking (IB) by individuals under the influence of user espoused cultural values in Fiji. A conceptual framework is developed by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) model, incorporating customer satisfaction and perceived risk constructs and cultural moderators of individualism and uncertainty avoidance. This research adopts a quantitative approach and collects data from 530 respondents. The proposed model is tested using structural equation modelling. The empirical results obtained suggest that IB adoption is positively influenced by the levels of performance expectancy, effort expectancy, social influence and facilitating conditions while perceived risk negatively influences IB usage intention. IB intention was found to positively impact usage behavior
which ultimately impacts customer satisfaction. This study also reveals that uncertainty avoidance dampens the influence of performance expectancy and facilitating conditions on IB adoption intention. The study highlights the importance of individual’s cultural values in promoting IB adoption. It contributes to the literature by extending and testing a comprehensive research model to better understand IB behavior.

Mots-clés : Internet banking, UTAUT, perceived risk, customer satisfaction, behavioral intention, usage behavior, culture, Fiji.

Conclusion :

This study was carried out with the goal of identifying and examining factors that impact customers’ intention to adopt IB from a developing country perspective. It extends the UTAUT model with the addition of PR, CS and Hofstede’s cultural dimensions of IDV and UA constructs. Despite Fiji having one of the highest levels of internet penetration in the
Pacific, IB adoption is still in its early stages. Through the collection of data from 530 respondents in the country, this study was able to deliver a conceptual model that explains 76 % of the variance in extended UTAUT model. Results indicated that that IB adoption is positively influenced by the levels of PE, EE, SI, FC while PR negatively influences adoption intention. IB was also found to positively impact UB which in turn has an effect on CS. In addition, UA was found to moderate the relationship of PE and FC on IB adoption intention. The study has contributed theoretically and practically to IB research.

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Résumé :

The banking sector has evolved in information technology for their internal and external business operations. In effect, user acceptance of internet banking is considered as one of the most fundamental issue in banking sector.
In order to identify which factors affect user intention to adopt internet banking, this study develops an amalgamated model based on technology and social psychological literature. The research model was empirically tested using 398 responses from customers of commercial banks. Data was analyzed using structural equation modeling (SEM). The results of this study provided theoretical and empirical support for newly developed
integrated model. Importance performance matrix analysis (IPMA) revealed that assurance is the most influential factor among all others to determine user’s intention to adopt internet banking. These findings provide valuable insight to marketers and managers to understand customer behavior towards adoption of technology, especially in emerging e-payment domain. To the best of our knowledge, this is the first study that investigates internet banking adoption issues with integrated technology model (UTAUT & E-SQ) in South Asia.
Finally the study calls for researchers to use current integrated model in other e-commerce domains such as online shopping websites to establish the external validity of the model.

Conclusion :

The current study proposed an integrated model UTAUT & E-SQ to investigate user behaviors towards adoption of internet banking. In line with study objectives, the proposed integrated model has direct and positive impact on user intention. This study identified determinants of user beliefs in internet banking adoption context such as website design,
assurance customer service, reliability, performance expectancy, effort expectancy, social influence, and facilitating condition. The results of the structural equation modeling revealed that both website design and customer service have significant influence on performance
expectancy and effort expectancy. Previous studies have claimed that performance expectancy and effort expectancy are the most important determinants to accept internet banking. Therefore, a little has been discussed about the antecedents of performance expectancy and effort expectancy. This study has revealed that website design and customer service are the key factors that enhance users performance expectancy
and effort expectancy towards use of internet banking technology.

These findings demonstrated the success of the proposed integrated model in achieving the objectives of the current study. The findings emanating from current research suggested that there is the need for future research. First, this study integrates UTAUT model with e-service quality to understand user intention towards adoption of internet banking. Therefore, several beneficial areas remain to be explored in other online technology acceptance to investigate customer behavior in online shopping. Second, this study has used intention to adopt as dependent variable to measure the acceptance of internet banking, consistent with prior research Chaouali et al. [51]; Morosan and DeFranco [45]. Therefore, future research may be conducted with actual usage of internet banking instead of intention to adopt. Furthermore, prospect exists for future studies to examine how the newly integrated (UTAUT+E-SQ) model affect the relationship of the constructs put across in this study in other cultural settings. Thus, applying this model to other Asian countries might be interesting.

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Résumé :

The internet and its accompanying technologies regarding the e-bank
industry’s products and services have been diversified in relations to customers’ needs
and desires. In spite of improved quality of service delivery on banker-customer
transactions facilitated by the increasing levels of adoption and use of new
technologies, important variables that inhibit customers in their quest to engage in
successful online banking transactions have been silent in the context of some
emerging economies. Against this backdrop, the focus of the study was aimed at
reviewing the antecedents and investigating the barriers of internet banking adoption
and acceptance from an emerging economy perspective. Document Analysis (DA) as a
research technique for executing the general aim of the study was employed. The study
presents and highlights the leading constraints of online banking transaction adoption,
notably; Infrastructural constraint, Behavioral Influence, Social Influence, Operating
(Transaction) Cost, Perceived Credibility, Performance Expectancy, Effort Expectancy,
and Perceived Knowledge were discovered as online banking customers’ constraints.
In theory, the study adds up to broaden the scope of internet marketing in banking
from the perspectives of consumer behaviour in online banking transactions. The
practical knowledge will help practitioners and industry players in the banking
fraternity to strategize and repose confidence in customers in their quest to engage in
online banking transactions.

Mots-clés : customer’s risk, online banking transaction, technology adoption, emerging economies

Adoption and acceptance model of Internet Banking from the Literature

Methodology : the researchers employ document analysis (DA) as the research technique.

Conceptual Framework :

Conclusion :

The study was aimed at reviewing the antecedence and barriers of internet
banking adoption and acceptance from an emerging economy’s perspective. Document
Analysis (DA) as a research technique for executing the general aim of the study was
employed. The study presents and highlights the antecedence of online banking
transaction adoption specifically infrastructural constraint, behavioral influence, social
influence, operating(transaction) cost, perceived credibility, Performance Expectancy
(PE) and perceived knowledge were discovered as online banking customers’
constraints. In theory, the study adds up to broaden the scope of internet marketing
(banking) given the interplay of consumer behavior in the online banking transaction.
The practical knowledge will help practitioners and industry players in the banking
fraternity to strategize and repose confidence in customers in their quest to engage in
online banking transactions.

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Résumé :

Despite the surge in interest in research on customers’ adoption of
internet banking (IB), how discontinued users can be brought back to IB has not
received much attention. To respond to this question and to provide a
comprehensive understanding of IB customer behaviour, we develop a
conceptual model grounded on the extended technology acceptance model, and
empirically validate it using a sample of 614 IB customers (including those yet to
adopt, current users and discontinued users) from China. Perceived value is the
most important driver for explaining all categories of customers’ IB-related
behaviours. Banks that implement measures that aim to increase the perceived
usefulness of IB and enhance the value of IB are likely to be rewarded with
increasing IB adoption amongst its customer base.

Mots-clés : Internet banking behavious, deiscontinued users, technology acceptance model

Model conceptuel :

Méthodologie de recherche :

Data, using questionnaires, was collected for the three different categories of IB users
from urban Chinese bank customers who are also users of the Internet.

Data was analysed using the Partial Least Squares (PLS) approach for structural
equation modelling.

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Résumé :

Despite the steady growth of Internet banking and mobile banking, only half of adults in the U.S.
use online banking, with the other half still visiting physical branches for their banking services
(Fox, 2013). For years, studies are being conducted in the IS field using the Technology
Acceptance Model (TAM) in order to determine the key factors explaining the adoption of online
banking. But, due to the privacy concerns and the psychological barriers often associated with
conducting transactions in a virtual world, the TAM has proven to be a limited tool. In this study,
we revisited the IS literature on mobile banking adoption along with relevant theories from the
areas of marketing and psychology in order to develop a conceptual model that would have a
potentially greater explanation power. The proposed model emphasizes the role of subjective
norms, technological readiness, trust, and perceived critical mass of users. The model is
discussed along with the research propositions it implies. The theoretical and practical
implications of the study are also discussed.

Mots-clés : mobile banking, technology adoption, technology readiness, perceived critical mass

A noter : l’article présente le modèle conceptuel suivant mais ne présente pas de méthodologie de recherche.

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Résumé :

As everything turns to its online format the service sector was also forced to render their services through online. The prime service sector called banking sector had
no other way but to go with these waves. The very busy world have no time to keep their money safe or to keep look on through. So the banks run behind their
customers through internet to serve them. But the customers being king of the market, always need more from their service provider to serve them. The study
reveals the association of various dimensions of online service quality towards satisfaction of the online banking customers. A sample of thirty has taken for the
study. The sample was operationally defined as those who regularly use online banking services. Structured questionnaire was used to collect the primary data. The
satisfaction was measured in relation to the following dimensions of online service quality: Efficiency, Assurance, Privacy, Contact and aesthetic code. The results
reveals that the online banking customers are satisfied with the services rendered. An interaction through this online methods could help to improve the e-CRM
which would be the most innovative way to keep in touch with customers and thus maintaining them.

Mots-clés : customer relationship management (CRM), banking customers, online services

Méthodologie de recherche :

Echelle de Lickert en 5 points. Données collectées depuis dessources primaires avec des questionnaires structurés. Les interrogés sont tous clients de banques en ligne. LE questionnaire est basé sur le modèle E-SQ (mesure de la qualité de service).

Conclusion :

In the highly competitive market, the customers may move from one bank to the other. So the online banking service providers were very particular in their
customer satisfaction. The study figures out the satisfaction of online banking services with the help of modified E-SQ model which have clubbed the dimensions
of E- SERVQUAL developed by Parasuraman. All the five dimensions have a mean score of more than 3, which reveals the satisfaction of online banking customers.
The least scored dimension was ‘contact’, which measured whether there was availability of customer representatives and the ability to redress the transaction
problems. The service providers can make available a representative online. All other variables scored above the average and we can conclude that the online
banking services provided were satisfied. Still, the banks can update the latest technology in electronic banking services. This would ultimately help the banks to
build e CRM which can emerge as the best way to maintain relationship with the customers.

Bibliographie :

1. Dr. Preeti Singh, (August 2013), An Exploratory study on internet banking usage in semi urban areas in India, International Journal of Scientific and Research
   Publications, Volume 3, Issue 8.

2. Mohd Shoki Md Ariff, Leong Ooi Yun, Norhayati Zakuan (2012), Ahmad Jusoh, Examining the dimensions of Electronic Service Quality for Internet Banking
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Tiwari, Ashutosh; Richards, Timothy J. (2016), Social Networks and Restaurant Ratings, Agribusiness, Vol. 32 Issue 2, p153-174.  

Mots clés : Social networks ; Consumer preferences; Corporate ratings; Commercial and Institutional Building Construction; Full-Service Restaurants; Other Individual and Family Services; Restaurant reviews; Peer pressure

Dans cet article il est question de comprendre quel élément influence un étudiant dans le choix d’un restaurant en y étudiant l’impact d’un avis de l’entourage versus l’avis d’un anonyme sur les réseaux sociaux.

• En premier lieu, nous analyserons quels éléments viennent influencer le choix d’un restaurant chez un groupe d’étudiants.
• Nous soulignerons ensuite comment cette influence s’explique.

Développement :

Selon, Tiwari, Ashutosh; Richards, Timothy J., il y a 2 catégories d’interactions sur les réseaux sociaux, le réseau constitué de proches et de personnes que l’on connaît ainsi que les amis d’amis aux 3^ème et 4^ème degré, et le réseau composé d’inconnus, tel que les influenceurs par exemple. Les deux se distinguent et ont des avantages, le premier offrant une fiabilité plus importante du fait de connaître les personnes partageant leurs avis, l’autre donnant une plus grande variété de choix et la possibilité d’élargir le spectre d’adresse. Il a été comparé également les avis positifs et négatifs dans les 2 cas.

Il a été étudié et comparé les effets des 2 groupes et une donnée a été prouvée, c’est l’impact d’un avis négatif, qui est beaucoup plus impactant et significatif pour l’utilisateur, que l’avis positif à un effet positif dans le choix du restaurant mais un avis négatif pèsera davantage sur la balance. L’effet « viral » que prend l’information sur les réseaux sociaux joue grandement sur la réputation d’un restaurant, et peut l’impacter négativement. En effet, une note négative va beaucoup plus décider du retour du consommateur dans le restaurant qu’une note positive.

Mais il y a aspect qui est difficilement remplaçable, c’est l’effet popularité du restaurant et l’attraction de la foule autour du lieu qui joue un rôle plus important que le réseau virtuel.  

Conclusion :

Les réseaux sociaux peuvent influencer grandement les choix d’un utilisateur en fonction de nombreux mécanismes.

2 groupes ont été comparés, les proches et les avis d’anonymes, avec des variantes d’avis positifs comme négatifs.

Ce qui en a été conclu, c’est qu’un avis d’un proche à 3 fois plus d’impact qu’un avis d’une personne lambda, et que l’avis négatif aura un impact d’autant plus important qu’un commentaire élogieux. Cependant, lorsque le groupe de proches est trop peu nombreux, il a été observé qu’il est difficile d’exercer une réelle influence sur un réseau social à cause du nombre limité de personnes.

Dans le même esprit, une campagne marketing menée avec peu de personne mais très bien ciblée aura plus de chances de toucher son public qu’une campagne large publique comme ont à l’habitude de le voir.

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