Proposal

Queuing Influence the Final Value of Products - In Community Marketing

1. Abstract

2. Introduction

Waiting in lines is a ubiquitous social phenomenon that people face every day, such as when checking in for flights, purchasing groceries, getting on rides in amusement parks, or waiting on the telephone for customer service. Waiting in lines has both economic costs and psychological costs, such as people’s negative experiences. Thus, much of the current research on queuing focuses on understanding and reducing its negative consequences on people’s retrospective evaluations of the quality of service they received.

One of community marketing types is that organic or natural marketing occurs without the assistance of the company. Organic marketing is word-of-mouth marketing and is one of the most effective marketing methods. Through the word-of-mouth marketing, the masses will create some value by themselves, and the value will indirect to value of products. However the most of transform between the value of community and value of product will reflect on queuing phenomenon.

3. Literature Review

4. Methods or Approach

Popper's three worlds

Interview instead of questionnaire

Model by CPA/CPE/CPV/CPI (Cost per Action/ Cost per Engagement/…)

Case by Taiwan and Japan

5. Preliminary Discussion and Results

Community marketing will create community commitment, and the value of commitment will affect the value of products, but cost of community marketing will not affect the value and price of product directly.

References

James H. McAlexander, John W. Schouten, Harold F. Koenig (2002) Building Brand Community. Journal of Marketing: January 2002, Vol. 66, No. 1, pp. 38-54.

Hope Jensen Schau, Albert M. Muñiz, Jr., Eric J. Arnould (2009) How Brand Community Practices Create Value. Journal of Marketing: September 2009, Vol. 73, No. 5, pp. 30-51.

Minjung Koo, Ayelet Fishbach (2010) A Silver Lining of Standing in Line: Queuing Increases Value of Products....