While past research on software platform has recognized the existence of cross-side network effects (CNEs) between the application side and the user side, little is known about the asymmetry between the CNEs of the two sides on each other. Informed by a perspective of complex adaptive systems, this study theorizes how the user-to-application CNE is temporally different from the application-to-user CNE, and how these CNEs may be influenced by the governance mechanisms of the platform. We empirically test our theoretical arguments using a longitudinal data about a leading software browser. Our first main finding is the temporal asymmetry between the user-to-application CNE and the application-to-user CNE. Specifically, while the increased installed base of end users has a primarily long-term impact on the growth of application number and variety, the increased number and variety of applications have primarily short-term impacts on the growth of end users. Our second finding is that the length of application review time weakens the long-term user-to-application effect, but not the short-term application-to-user effect. Third, we also find that frequent platform updating can significantly weaken both the long-term user-to-application CNE and the short-term application-to-user CNE. Our study generates important theoretical and practical implications.

The Ecosystem of Software Platform: A Study of Asymmetric Cross-Side Network Effects and Platform Governance

This study aims to identify appropriate strategies and actions adopted by business-to-business firms to cope with the ongoing COVID-19 crisis.,A review of business-to-business marketing responses to the COVID-19 crisis in China was conducted.,Nine marketing responses built on core business processes were classified into three categories: (1) embedded in product development management process (stretching product lines to meet urgent needs, expanding product lines to meet urgent needs and adjusting products proactively for emerging needs), (2) built on supply chain management process (coordinating suppliers to meet surging demand, migrating to digital distribution channels and solidarity with supply chain members) and (3) related to customer relationship management process (investing in advertising and promotion, cross-selling to existing customers and supporting customers).,This study contributes to the literature of marketing responses to COVID-19 by examining the cash flows effects of various marketing responses. It also contributes to the business processes based on marketing strategy framework by extending it to the crisis management context. In addition, it provides five practical suggestions for business-to-business firms to cope with the COVID-19 crisis.

Business-to-business marketing responses to COVID-19 crisis: a business process perspective

New technologies are making industries and firms alter their main processes into digital processes for realizing sustainable marketing objectives in the digitalization age. Therefore, Electronic Customer Relationship Management (E-CRM) has become very important as the newest term in the customer-oriented organization. This paper tries to propose a model to examine the effect of buyer behaviors, consumer-driven innovation, product lifecycle management, and customer feedback management on the success of E-CRM. Structural Equation Modeling (SEM) was utilized to analyze the paths of the proposed method, and research data are collected and evaluated using SMART PLS 3.2. The study sample includes 330 participants, with a useful 85% response rate. Current research meaningfully supplies learning and literature by focusing more on the performance of E-CRM systems, examining the related important aspects, and applying advanced statistical analysis techniques. The outcomes indicated that buyer behaviors and consumer-driven innovation positively affect the customer feedback management and success of E-CRM. Besides, the outcomes illustrated that the function of product lifecycle management on customer feedback management was significant. Organizations can obtain competitive advantages from the increased effectiveness of the E-CRM. By identifying the aspects of a successful E-CRM, managers can effectively improve appropriate strategies in addressing the organization's customers.

A new model to evaluate the success of electronic customer relationship management systems in industrial marketing: the mediating role of customer feedback management

Customer retention is vital for businesses with much research literature now available and in most cases, is regarded as an indicator of acquisition performance, but factors influencing it have rarely been studied in the serial acquirer context. Customer experience has drawn a great deal of attention from scholars and business practitioners in the past few decades. Successfully designing and providing customers with an optimal experience has become a central priority for marketing theory and practice. Customer experience plays a key role for firms in creating a sustainable competitive advantage and building good customer relationships The objective of this research is to determine the factors associated with customer retention. I presented a literature study using systematic literature review of relevant publications and as a result of this process, 19 articles are included and then examined the bibliographical references to check the validity of the inquiry and to avoid any potential omissions. I identify several variables that affect by customer retention.

/pdf/customer-retention-a-literature-review-1yslba7c.pdf

Customer Retention: A Literature Review

Profiling diverse reviewer segments using online reviews of service industries

This study proposes a conceptual framework for analyzing customer management strategies and their effects on Internet-based platform performance based on a review of the relevant literature, and provides directions for future research.,A literature review of relevant research articles on customer management in platform firms was conducted.,First, a framework based on the market maker view of platform firms suggests customer acquisition, customer retention and customer governance are the main customer management subprocesses toward improving platform firm performance. Second, the most studied customer management strategies for each subprocess contribute to platform performance based on the mechanisms of building customer network, developing customer network effect and managing sustainable customer networks.,This study proposes a framework that identifies customer acquisition, customer retention and customer governance as three key customer management subprocesses in platform firms. It also summarizes the most studied customer management strategies/actions for each subprocess. With this analytical framework, it identifies underexplored key issues in customer management for further research.

Customer management in Internet-based platform firms: review and future research directions

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Customer management in Internet-based platform firms: review and future research directions