The Online Customer Decision-Making Styles as Marketing Innovation Strategies for the New Normal

Juan Mejía-Trejo; Oscar Alejandro Espinoza-Mercado

doi:10.55965/setp.1.02.a1

Authors

Dr. Juan Mejía-Trejo Titular Research Professor at University of Guadalajara, Mexico https://orcid.org/0000-0003-0558-1943
Dr. Oscar Alejandro Espinoza-Mercado Titular Research Professor at Instituto Tecnológico y de Esudios Superiores de Monterrey, Mexico https://orcid.org/0000-0003-0091-573X

DOI:

https://doi.org/10.55965/setp.1.02.a1

Keywords:

profile online customer, online customer decision-making styles, marketing innovation strategy, new normal

Abstract

Purpose. This research contributed to the customer decision-making style (CDMS) theory in the online framework (eCDMS) to unravel new orientations and segmentation to generate marketing innovation strategies for the new normal firms.

Methodology. It is based on a literature review designing a model and questionnaire applied to 400 Mexican online customers (May-Aug, 2021). The dataset is analyzed under Covariance-Based Structural Equation Modelling (CB-SEM), Cluster Analysis, and one-way-ANOVA multivariate methods.

Findings and Originality. The obtention of an empirical model with 9 factors, 24 indicators as new online customer decision-making styles orientations (eCDMS orientation), being quality, brand, and customer experience the most relevant. Besides, we obtained four new online customer groups (eCDMS Segmentation) that we called: marketing followers, price searchers, convenience shoppers, ethics& reputation keepers. The originality is based on a framework proposal about the discussion of new online consumers after the COVID-19 pandemic as the first insights to conform to an online customer decision-making style (eCDMS) theory.

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Author Biographies

Dr. Juan Mejía-Trejo, Titular Research Professor at University of Guadalajara, Mexico

Dr. Juan Mejía Trejo

He is born in 1964 at CDMX

As a professional, he worked from 1987-2008 as Internal Plant Exploitation Manager at Telefonos de México S.A.B. West Division.

As academic skills :

In 1987 he earned his degree in Communications and Electronics Engineering from the Escuela Superior de Ingeniería Mecánica y Eléctrica (ESIME at the IPN)

In 2004 he earned his master's in Telecommunications Business Administration from INTTELMEX and France Telecom.

Finally, in 2010 he earned his doctorate degree in Administrative Sciences from the Escuela Superior de Comercio y Administración (ESCA at the IPN)

From 2010 to the present, he is Titular Research Professor B in the Department of Marketing and International Business and Coordinator of the Doctorate of Administration Sciences of CUCEA of the Universidad de Guadalajara.

He has been a member of the National System of Researchers (SNI / CONACYT) since 2011. He earned SNI/Level II from 2019 to the current date. His line of research is Innovation Management, publishing articles and books that can be found on the Internet.

https://orcid.org/0000-0003-0558-1943

Dr. Oscar Alejandro Espinoza-Mercado, Titular Research Professor at Instituto Tecnológico y de Esudios Superiores de Monterrey, Mexico

Titular Research Professor at Instituto Tecnológico y de Esudios Superiores de Monterrey, Mexico

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