Andres Kuusik - Academia.edu (original) (raw)

Papers by Andres Kuusik

Research paper thumbnail of Segmentation of repeat visitors using passive mobile positioning data: customer loyalty based approach

Research paper thumbnail of Cultural and paradoxical values in advertising in Eastern Europe

Baltic Journal of Management, Jul 6, 2015

Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framewor... more Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framework and the value paradox explain the use of appeals in advertising in Estonia. Design/methodology/approach – Hypotheses are drawn in relation to Hofstede’s original four cultural dimensions – power distance, masculinity/femininity, individualism/collectivism and uncertainty avoidance. A sample of 110 print advertisements from four magazines were analyzed using Pollay’s (1983) classification of advertising appeals. Findings – The results show that Estonian advertising reflects paradoxical values related to low power distance and femininity dimensions, and culturally congruent values related to high-uncertainty avoidance and individualism. Practical implications – Findings suggest that cultural values (desired) alone are insufficient to predict the reflection of culture in advertising. Rather, consideration of the discrepancies between the cultural values (desired) and practices (desirable) enables a better explanation of the relationship between society and its advertising. Originality/value – Scholars have shown increasing interest in the consequences of culture on advertising, but the opposing aspect of cultural values and practices has received limited research attention. The paper offers interesting insights regarding the effect of culture and the value paradox on the use of appeals in advertising. Additionally, analyzing the advertising of Eastern Europe is highly important because of the limited research attention that exists with respect to advertising in the region.

Research paper thumbnail of How to avoid customers leaving: the case of the Estonian telecommunication industry

Baltic Journal of Management, Jan 9, 2009

PurposeThe purpose of this paper is to show that the major factors affecting loyalty are dependan... more PurposeThe purpose of this paper is to show that the major factors affecting loyalty are dependant on the level of loyalty of customers.Design/methodology/approachA model of relationship between factors of loyalty and loyalty levels of customers was constructed and tested on the empirical data about 1,000 private customers from the Customer Satisfaction Survey of Elion, the biggest telecommunication company in Estonia. Logit model was used in order to examine which factors influence the probability of the customers remaining on their loyalty level or to moving to another loyalty level.FindingsThe findings of the study revealed that it is not accurate to treat all customers equally in terms of methods of increasing their loyalty. The results reveal that four analysed factors affecting customer loyalty (satisfaction, trustworthiness, image and importance of relationship) are playing different roles in the different levels of customer loyalty. The overall satisfaction and importance of a relationship build the foundation of any kind of loyalty. The reliability of products or trustworthiness of the vendor is most critical for behavioural loyalists and the image creation is the main tool for getting committed customers.Research limitations/implicationsThe method for collecting the source data set certain constraints on the adequacy of the model.Practical implicationsThe results presented in this paper could be used by firms developing targeted approaches as part of the aim of increasing customer's loyalty.Originality/valueThis paper introduces an original approach combining factors affecting the customers' loyalty with the customers' different loyalty levels. Also, the ladder of customer loyalty levels could be used in other research areas.

Research paper thumbnail of Affecting Customer Loyalty: Do Different Factors Have Various Influences in Different Loyalty Levels?

Social Science Research Network, 2007

The current paper studies the influence of various factors on customer loyalty. The main hypothes... more The current paper studies the influence of various factors on customer loyalty. The main hypothesis of the study insists that the list of most important factors affecting loyalty is dependant on the level of loyalty of costumers. LOGIT method was used for testing the hypotheses on the sample of survey data about 1000 private customers of the biggest telecommunication company in Estonia. The results reveal that four analysed factors affecting customer loyalty (satisfaction, trustworthiness, image and importance of relationship) are playing different role on the different levels of customer loyalty.

Research paper thumbnail of How to optimize sales flyers – novel experiment design

Baltic Journal of Management, Jan 29, 2018

Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye... more Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it. Design/methodology/approach The paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers. Findings The paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers. Research limitations/implications This research uses eye tracking were sales flyers are shown on screen, which is not a natural way to read sales flyers. Future research should aim to test this methodology and prepositions in the natural environment. Practical implications The paper includes implications for designing better sales flyers. Originality/value To the authors’ knowledge, sales flyers have never been studied with a research design combining eye tracking, measurement of emotions, interview, content analysis and preferences.

Research paper thumbnail of Country as a Free Sample: The Ability of Tourism Events to Generate Repeat Visits. Case Study with Mobile Positioning Data in Estonia

Procedia - Social and Behavioral Sciences, Aug 1, 2014

Research paper thumbnail of How Sexualised Images in Advertisements Influence the Attention and Preference of Consumers with a Modern View

Organizations and Markets in Emerging Economies

This paper aims to determine how using sexualised images in advertisements influences the attenti... more This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes. This research used a methodological approach based on eye tracking of the perception of advertising images – an eye-tracking study measured how the general attitudes towards gender roles mediate attention. A control question for attitudes towards gender stereotypes was used. The degree of preference for advertising was also examined in the study. The results show that sexual stimuli are not more eye-catching than non-sexual, as sexual advertisements do not capture attention faster and are not viewed for a longer time than non-sexual advertisements. The originality and value of the study lies in the fact that the article supports the right marketing decisions to overcome gender stereotypes in advertising, to avoid advertising errors associated with unjustified sexualisation and eroticisation of visual advert...

Research paper thumbnail of Comparison of Pharmacy Websites: An Integrated Approach Based on Consumer Perception and Technical Parameters

Studies in Business and Economics

The development of e-commerce requires the strengthening of this component of the pharmaceutical ... more The development of e-commerce requires the strengthening of this component of the pharmaceutical business while providing the population with medicines. Improving the operation of pharmacy websites is an important task with a significant marketing effect. The purpose of the study is to identify errors on pharmacy websites that worsen their usability and communicative qualities when interacting with visitors, to offer an approach based on a joint assessment of consumer perception and technical parameters, and to carry out calculations for a comparative analysis of such sites functional and technical components using a multi-criteria approach. The objectives of the study were to analyze the Internet trade in medicines, to determine the criteria for comparison of pharmacy sites, to develop a model for website evaluation, and to analyze the results of site quality estimation. Multicriteria comparison with different importance of criteria was used as the methodology to evaluate the usabi...

Research paper thumbnail of Planning the digital marketing budget: computer modelling for decision making

Access Journal - Access to Science, Business, Innovation in the digital economy

Objectives: The rational distribution of the advertising budget in conducting an advertising camp... more Objectives: The rational distribution of the advertising budget in conducting an advertising campaign using digital marketing tools is very relevant and tricky. The possibility of computer simulation of the results of the joint use of various Internet advertising tools and their impact on buyers is considered. Methods/Approach: It is proposed to use approaches based on simulation of the long-term impact of digital advertising on potential consumers. Three primary states of awareness and actions of consumers are distinguished and modelled: an uninformed consumer, a consumer who is aware of the product, a buyer, and a regular buyer. We study the dynamics of changes in the number of consumers in each group during exposure to various components of a digital advertising campaign. Results: A computer simulation model has been developed to change consumers' states during an advertising campaign. It numerically simulates the sequential transition of potential consumers to the state of regular buyers and back under the influence of the considered means of online advertising. Conclusions: The developed approach makes it possible to predict the dynamics of changes in the number of consumers and its relationship with the ratio of elements of an advertising campaign over time. The proposed model is simple to use and has good opportunities for further development.

Research paper thumbnail of Korduvkülastajate segmenteerimine passiivse mobiil- positsioneerimise abil: kliendilojaalsusel põhinev käsitlus

Väitekirja elektrooniline versioon ei sisalda empiiriliste uuringute osa.Dissertatsiooni eesmärgi... more Väitekirja elektrooniline versioon ei sisalda empiiriliste uuringute osa.Dissertatsiooni eesmärgiks on luua raamistik korduvkülastajate segmenteerimiseks passiivse mobiilpositsioneerimise (PMP) andmeid kasutades. Korduvkülastajate segmenteerimine on aktuaalne ja tähtis seetõttu, et see aitab suurendada sihtkohaturunduse strateegiate tõhusust ja viib turismitööstuses uute toodete ja teenuste loomiseni, mis omakorda aitab kaasa kasvule turismitööstuses. Dissertatsiooni teoreetilises osas võrreldakse klientide lojaalsuse erinevaid käsitlusi ning luuakse uus integreeritud klientide lojaalsuse käsitlus. Samuti täpsustatakse sihtkohalojaalsuse olemust ja tuuakse välja erinevad võimalikud korduvkülastajate segmendid. Seejärel keskendutakse metoodikale, kus esmalt tuuakse välja erinevad karakteristikud, mille alusel saab klientide lojaalsust mõõta, seejärel tutvustatakse PMP meetodit ja tuuakse välja selle positiivsed küljed ja nõrgad kohad. Korduvkülastajate segmenteerimiseks pakutakse aut...

Research paper thumbnail of Customer loyalty and factors affecting it by the example of AS Elion Ettevõtted

Research paper thumbnail of Analysing Repeat Visitation on Country Level with Passive Mobile Positioning Method: an Estonian Case Study

The purpose of this paper is to investigate the capabilities and limits of the passive mobile pos... more The purpose of this paper is to investigate the capabilities and limits of the passive mobile positioning (PMP) method in studying loyalty of tourists on the macro level. The repeat visitors were identified using database of call activities of roaming phones in Estonia since 25.04.2005 till 31.01.2009. For this purpose was developed model which selected repeat visits on the basis of time interval. The findings of the study revealed that it is possible to observe the duration, density, seasonality and dynamics of repeat visitations. In addition the local destinations and events most loved by repeat visitors and the trajectory they are using could be also identified. Another important finding revealed that repeat visitors stay longer in destination than first time visitors. The results presented in this paper could be used by Estonian Ministry of Economic Affairs and Communications and by Enterprise Estonia developing the Estonian tourism policy

Research paper thumbnail of The ability of turism events to generate destination loyalty towards the country: an Estonian case study. Turismiürituste võime genereerida sihtkohalojaalsust riigi suhtes: Eesti juhtum

Globaliseerumise taustal on riigid ja kohad uha rohkem hakanud omavahel konkureerima. Konkureerit... more Globaliseerumise taustal on riigid ja kohad uha rohkem hakanud omavahel konkureerima. Konkureeritakse nii valisinvesteeringute, kulastajate, ettevotete asukoha kui ka kohalike elanike parast. (Kotler et al. 1999) Mida liikuvamad on kapital, inimesed ja ettevotted, seda rohkem peavad kohad muutma end atraktiivseks. Selle tottu on eraldi turunduse suunana valja kujunenud kohaturundus (place marketing). Kohaturunduse uhte osa, mis tegeleb turistide sihtgrupiga, nimetatakse sihtkohaturunduseks (destination marketing). Urituste korraldamine on uks voimalus sihtkohaturunduse viljelemiseks. Vaga palju on uuritud suururituste moju sihtriigi imagole ja inimeste teadlikkuse tousule sihtriigi suhtes. Palju vahem on aga tahelepanu pooratud urituste voimele genereerida korduvkulastusi. Seetottu on usna tavaline, et riigi tasemel toetatakse suururitusi, mis tekitavad maailmas kara, samas, kui voib-olla moistlikum oleks toetada hoopis vaiksemate ja keskmise suurusega urituste korraldamist, mis gen...

Research paper thumbnail of The Effect of Culture on the Perception of Product Packaging: A Multimethod Cross-Cultural Study

Journal of International Consumer Marketing, 2019

This paper aims to find out the differences between Northern European and Northeast Asian consume... more This paper aims to find out the differences between Northern European and Northeast Asian consumers product packaging designs perception and choice (based on preference). Focusing on two important product packaging visual design elementscolor and picture locationeffect on attention, emotions and preference-based choice. Data were obtained in two different culture groups, via two different studies, with a methodological contribution by combining three different methods: eye tracking, facial expressions-based emotion measurement and conjoint analysis. Study 1 (n ¼ 57) findings showed that some level of adaptation strategy is needed for the Northern European and Northeast Asian markets. Even if the differences did not reveal in customers' explicit preferences (in study 2, n ¼ 258), they can be revealed in implicit, subconscious processes (emotions, attention), which also indicates the need to use a multimethod approach to fully understand different processes of consumer behavior.

Research paper thumbnail of How to optimize sales flyers – novel experiment design

Baltic Journal of Management, 2018

Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye... more Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it. Design/methodology/approach The paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers. Findings The paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers. Research li...

Research paper thumbnail of Segmentation of repeat visitors using passive mobile positioning data: customer loyalty based approach

Research paper thumbnail of Kliendi lojaalsus ja seda mõjutavad tegurid AS Elion Ettevõtted näitel

Research paper thumbnail of Country as a Free Sample: The Ability of Tourism Events to Generate Repeat Visits. Case Study with Mobile Positioning Data in Estonia

Procedia - Social and Behavioral Sciences, 2014

Research paper thumbnail of Cultural and paradoxical values in advertising in Eastern Europe

Baltic Journal of Management, 2015

Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framewor... more Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framework and the value paradox explain the use of appeals in advertising in Estonia. Design/methodology/approach – Hypotheses are drawn in relation to Hofstede’s original four cultural dimensions – power distance, masculinity/femininity, individualism/collectivism and uncertainty avoidance. A sample of 110 print advertisements from four magazines were analyzed using Pollay’s (1983) classification of advertising appeals. Findings – The results show that Estonian advertising reflects paradoxical values related to low power distance and femininity dimensions, and culturally congruent values related to high-uncertainty avoidance and individualism. Practical implications – Findings suggest that cultural values (desired) alone are insufficient to predict the reflection of culture in advertising. Rather, consideration of the discrepancies between the cultural values (desired) and practices (desirable)...

Research paper thumbnail of Considering Emotions in Product Package Design through Combining Conjoint Analysis with Psycho Physiological Measurements

Procedia - Social and Behavioral Sciences, 2014

Successful new product development is a basis for economic growth and exporting ability. It is al... more Successful new product development is a basis for economic growth and exporting ability. It is also a guarantee of survival for enterprises. As products have to be attractive for customers, the main role in new product development is on the customer-needs analysis. Conjoint analysis is one of the most used methods in mapping of consumer preferences. Nowadays consumers are mainly satisfying higher-order needs and therefore the role of emotions and thus visual design of product package in buying decisions has increased. Conjoint analysis in the same time presumes that consumers are rational in their decisions and are maximizing their utility functions. In this paper we combined conjoint analysis method with psycho physiological measurements. Usually in conjoint analysis respondents have to rank conception cards based on their preferences. We ranked pictures of product versions based on the measured strength of the positive emotions these pictures created to respondents. In the study we manipulated with the visual elements of apple juice carton and conducted an "emotion based conjoint analysis" with 107 persons. Results indicate that with the help of our combined method it is possible to detect how important are different visual factors on the package in generating positive emotions to buyers.

Research paper thumbnail of Segmentation of repeat visitors using passive mobile positioning data: customer loyalty based approach

Research paper thumbnail of Cultural and paradoxical values in advertising in Eastern Europe

Baltic Journal of Management, Jul 6, 2015

Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framewor... more Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framework and the value paradox explain the use of appeals in advertising in Estonia. Design/methodology/approach – Hypotheses are drawn in relation to Hofstede’s original four cultural dimensions – power distance, masculinity/femininity, individualism/collectivism and uncertainty avoidance. A sample of 110 print advertisements from four magazines were analyzed using Pollay’s (1983) classification of advertising appeals. Findings – The results show that Estonian advertising reflects paradoxical values related to low power distance and femininity dimensions, and culturally congruent values related to high-uncertainty avoidance and individualism. Practical implications – Findings suggest that cultural values (desired) alone are insufficient to predict the reflection of culture in advertising. Rather, consideration of the discrepancies between the cultural values (desired) and practices (desirable) enables a better explanation of the relationship between society and its advertising. Originality/value – Scholars have shown increasing interest in the consequences of culture on advertising, but the opposing aspect of cultural values and practices has received limited research attention. The paper offers interesting insights regarding the effect of culture and the value paradox on the use of appeals in advertising. Additionally, analyzing the advertising of Eastern Europe is highly important because of the limited research attention that exists with respect to advertising in the region.

Research paper thumbnail of How to avoid customers leaving: the case of the Estonian telecommunication industry

Baltic Journal of Management, Jan 9, 2009

PurposeThe purpose of this paper is to show that the major factors affecting loyalty are dependan... more PurposeThe purpose of this paper is to show that the major factors affecting loyalty are dependant on the level of loyalty of customers.Design/methodology/approachA model of relationship between factors of loyalty and loyalty levels of customers was constructed and tested on the empirical data about 1,000 private customers from the Customer Satisfaction Survey of Elion, the biggest telecommunication company in Estonia. Logit model was used in order to examine which factors influence the probability of the customers remaining on their loyalty level or to moving to another loyalty level.FindingsThe findings of the study revealed that it is not accurate to treat all customers equally in terms of methods of increasing their loyalty. The results reveal that four analysed factors affecting customer loyalty (satisfaction, trustworthiness, image and importance of relationship) are playing different roles in the different levels of customer loyalty. The overall satisfaction and importance of a relationship build the foundation of any kind of loyalty. The reliability of products or trustworthiness of the vendor is most critical for behavioural loyalists and the image creation is the main tool for getting committed customers.Research limitations/implicationsThe method for collecting the source data set certain constraints on the adequacy of the model.Practical implicationsThe results presented in this paper could be used by firms developing targeted approaches as part of the aim of increasing customer's loyalty.Originality/valueThis paper introduces an original approach combining factors affecting the customers' loyalty with the customers' different loyalty levels. Also, the ladder of customer loyalty levels could be used in other research areas.

Research paper thumbnail of Affecting Customer Loyalty: Do Different Factors Have Various Influences in Different Loyalty Levels?

Social Science Research Network, 2007

The current paper studies the influence of various factors on customer loyalty. The main hypothes... more The current paper studies the influence of various factors on customer loyalty. The main hypothesis of the study insists that the list of most important factors affecting loyalty is dependant on the level of loyalty of costumers. LOGIT method was used for testing the hypotheses on the sample of survey data about 1000 private customers of the biggest telecommunication company in Estonia. The results reveal that four analysed factors affecting customer loyalty (satisfaction, trustworthiness, image and importance of relationship) are playing different role on the different levels of customer loyalty.

Research paper thumbnail of How to optimize sales flyers – novel experiment design

Baltic Journal of Management, Jan 29, 2018

Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye... more Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it. Design/methodology/approach The paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers. Findings The paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers. Research limitations/implications This research uses eye tracking were sales flyers are shown on screen, which is not a natural way to read sales flyers. Future research should aim to test this methodology and prepositions in the natural environment. Practical implications The paper includes implications for designing better sales flyers. Originality/value To the authors’ knowledge, sales flyers have never been studied with a research design combining eye tracking, measurement of emotions, interview, content analysis and preferences.

Research paper thumbnail of Country as a Free Sample: The Ability of Tourism Events to Generate Repeat Visits. Case Study with Mobile Positioning Data in Estonia

Procedia - Social and Behavioral Sciences, Aug 1, 2014

Research paper thumbnail of How Sexualised Images in Advertisements Influence the Attention and Preference of Consumers with a Modern View

Organizations and Markets in Emerging Economies

This paper aims to determine how using sexualised images in advertisements influences the attenti... more This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes. This research used a methodological approach based on eye tracking of the perception of advertising images – an eye-tracking study measured how the general attitudes towards gender roles mediate attention. A control question for attitudes towards gender stereotypes was used. The degree of preference for advertising was also examined in the study. The results show that sexual stimuli are not more eye-catching than non-sexual, as sexual advertisements do not capture attention faster and are not viewed for a longer time than non-sexual advertisements. The originality and value of the study lies in the fact that the article supports the right marketing decisions to overcome gender stereotypes in advertising, to avoid advertising errors associated with unjustified sexualisation and eroticisation of visual advert...

Research paper thumbnail of Comparison of Pharmacy Websites: An Integrated Approach Based on Consumer Perception and Technical Parameters

Studies in Business and Economics

The development of e-commerce requires the strengthening of this component of the pharmaceutical ... more The development of e-commerce requires the strengthening of this component of the pharmaceutical business while providing the population with medicines. Improving the operation of pharmacy websites is an important task with a significant marketing effect. The purpose of the study is to identify errors on pharmacy websites that worsen their usability and communicative qualities when interacting with visitors, to offer an approach based on a joint assessment of consumer perception and technical parameters, and to carry out calculations for a comparative analysis of such sites functional and technical components using a multi-criteria approach. The objectives of the study were to analyze the Internet trade in medicines, to determine the criteria for comparison of pharmacy sites, to develop a model for website evaluation, and to analyze the results of site quality estimation. Multicriteria comparison with different importance of criteria was used as the methodology to evaluate the usabi...

Research paper thumbnail of Planning the digital marketing budget: computer modelling for decision making

Access Journal - Access to Science, Business, Innovation in the digital economy

Objectives: The rational distribution of the advertising budget in conducting an advertising camp... more Objectives: The rational distribution of the advertising budget in conducting an advertising campaign using digital marketing tools is very relevant and tricky. The possibility of computer simulation of the results of the joint use of various Internet advertising tools and their impact on buyers is considered. Methods/Approach: It is proposed to use approaches based on simulation of the long-term impact of digital advertising on potential consumers. Three primary states of awareness and actions of consumers are distinguished and modelled: an uninformed consumer, a consumer who is aware of the product, a buyer, and a regular buyer. We study the dynamics of changes in the number of consumers in each group during exposure to various components of a digital advertising campaign. Results: A computer simulation model has been developed to change consumers' states during an advertising campaign. It numerically simulates the sequential transition of potential consumers to the state of regular buyers and back under the influence of the considered means of online advertising. Conclusions: The developed approach makes it possible to predict the dynamics of changes in the number of consumers and its relationship with the ratio of elements of an advertising campaign over time. The proposed model is simple to use and has good opportunities for further development.

Research paper thumbnail of Korduvkülastajate segmenteerimine passiivse mobiil- positsioneerimise abil: kliendilojaalsusel põhinev käsitlus

Väitekirja elektrooniline versioon ei sisalda empiiriliste uuringute osa.Dissertatsiooni eesmärgi... more Väitekirja elektrooniline versioon ei sisalda empiiriliste uuringute osa.Dissertatsiooni eesmärgiks on luua raamistik korduvkülastajate segmenteerimiseks passiivse mobiilpositsioneerimise (PMP) andmeid kasutades. Korduvkülastajate segmenteerimine on aktuaalne ja tähtis seetõttu, et see aitab suurendada sihtkohaturunduse strateegiate tõhusust ja viib turismitööstuses uute toodete ja teenuste loomiseni, mis omakorda aitab kaasa kasvule turismitööstuses. Dissertatsiooni teoreetilises osas võrreldakse klientide lojaalsuse erinevaid käsitlusi ning luuakse uus integreeritud klientide lojaalsuse käsitlus. Samuti täpsustatakse sihtkohalojaalsuse olemust ja tuuakse välja erinevad võimalikud korduvkülastajate segmendid. Seejärel keskendutakse metoodikale, kus esmalt tuuakse välja erinevad karakteristikud, mille alusel saab klientide lojaalsust mõõta, seejärel tutvustatakse PMP meetodit ja tuuakse välja selle positiivsed küljed ja nõrgad kohad. Korduvkülastajate segmenteerimiseks pakutakse aut...

Research paper thumbnail of Customer loyalty and factors affecting it by the example of AS Elion Ettevõtted

Research paper thumbnail of Analysing Repeat Visitation on Country Level with Passive Mobile Positioning Method: an Estonian Case Study

The purpose of this paper is to investigate the capabilities and limits of the passive mobile pos... more The purpose of this paper is to investigate the capabilities and limits of the passive mobile positioning (PMP) method in studying loyalty of tourists on the macro level. The repeat visitors were identified using database of call activities of roaming phones in Estonia since 25.04.2005 till 31.01.2009. For this purpose was developed model which selected repeat visits on the basis of time interval. The findings of the study revealed that it is possible to observe the duration, density, seasonality and dynamics of repeat visitations. In addition the local destinations and events most loved by repeat visitors and the trajectory they are using could be also identified. Another important finding revealed that repeat visitors stay longer in destination than first time visitors. The results presented in this paper could be used by Estonian Ministry of Economic Affairs and Communications and by Enterprise Estonia developing the Estonian tourism policy

Research paper thumbnail of The ability of turism events to generate destination loyalty towards the country: an Estonian case study. Turismiürituste võime genereerida sihtkohalojaalsust riigi suhtes: Eesti juhtum

Globaliseerumise taustal on riigid ja kohad uha rohkem hakanud omavahel konkureerima. Konkureerit... more Globaliseerumise taustal on riigid ja kohad uha rohkem hakanud omavahel konkureerima. Konkureeritakse nii valisinvesteeringute, kulastajate, ettevotete asukoha kui ka kohalike elanike parast. (Kotler et al. 1999) Mida liikuvamad on kapital, inimesed ja ettevotted, seda rohkem peavad kohad muutma end atraktiivseks. Selle tottu on eraldi turunduse suunana valja kujunenud kohaturundus (place marketing). Kohaturunduse uhte osa, mis tegeleb turistide sihtgrupiga, nimetatakse sihtkohaturunduseks (destination marketing). Urituste korraldamine on uks voimalus sihtkohaturunduse viljelemiseks. Vaga palju on uuritud suururituste moju sihtriigi imagole ja inimeste teadlikkuse tousule sihtriigi suhtes. Palju vahem on aga tahelepanu pooratud urituste voimele genereerida korduvkulastusi. Seetottu on usna tavaline, et riigi tasemel toetatakse suururitusi, mis tekitavad maailmas kara, samas, kui voib-olla moistlikum oleks toetada hoopis vaiksemate ja keskmise suurusega urituste korraldamist, mis gen...

Research paper thumbnail of The Effect of Culture on the Perception of Product Packaging: A Multimethod Cross-Cultural Study

Journal of International Consumer Marketing, 2019

This paper aims to find out the differences between Northern European and Northeast Asian consume... more This paper aims to find out the differences between Northern European and Northeast Asian consumers product packaging designs perception and choice (based on preference). Focusing on two important product packaging visual design elementscolor and picture locationeffect on attention, emotions and preference-based choice. Data were obtained in two different culture groups, via two different studies, with a methodological contribution by combining three different methods: eye tracking, facial expressions-based emotion measurement and conjoint analysis. Study 1 (n ¼ 57) findings showed that some level of adaptation strategy is needed for the Northern European and Northeast Asian markets. Even if the differences did not reveal in customers' explicit preferences (in study 2, n ¼ 258), they can be revealed in implicit, subconscious processes (emotions, attention), which also indicates the need to use a multimethod approach to fully understand different processes of consumer behavior.

Research paper thumbnail of How to optimize sales flyers – novel experiment design

Baltic Journal of Management, 2018

Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye... more Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it. Design/methodology/approach The paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers. Findings The paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers. Research li...

Research paper thumbnail of Segmentation of repeat visitors using passive mobile positioning data: customer loyalty based approach

Research paper thumbnail of Kliendi lojaalsus ja seda mõjutavad tegurid AS Elion Ettevõtted näitel

Research paper thumbnail of Country as a Free Sample: The Ability of Tourism Events to Generate Repeat Visits. Case Study with Mobile Positioning Data in Estonia

Procedia - Social and Behavioral Sciences, 2014

Research paper thumbnail of Cultural and paradoxical values in advertising in Eastern Europe

Baltic Journal of Management, 2015

Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framewor... more Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framework and the value paradox explain the use of appeals in advertising in Estonia. Design/methodology/approach – Hypotheses are drawn in relation to Hofstede’s original four cultural dimensions – power distance, masculinity/femininity, individualism/collectivism and uncertainty avoidance. A sample of 110 print advertisements from four magazines were analyzed using Pollay’s (1983) classification of advertising appeals. Findings – The results show that Estonian advertising reflects paradoxical values related to low power distance and femininity dimensions, and culturally congruent values related to high-uncertainty avoidance and individualism. Practical implications – Findings suggest that cultural values (desired) alone are insufficient to predict the reflection of culture in advertising. Rather, consideration of the discrepancies between the cultural values (desired) and practices (desirable)...

Research paper thumbnail of Considering Emotions in Product Package Design through Combining Conjoint Analysis with Psycho Physiological Measurements

Procedia - Social and Behavioral Sciences, 2014

Successful new product development is a basis for economic growth and exporting ability. It is al... more Successful new product development is a basis for economic growth and exporting ability. It is also a guarantee of survival for enterprises. As products have to be attractive for customers, the main role in new product development is on the customer-needs analysis. Conjoint analysis is one of the most used methods in mapping of consumer preferences. Nowadays consumers are mainly satisfying higher-order needs and therefore the role of emotions and thus visual design of product package in buying decisions has increased. Conjoint analysis in the same time presumes that consumers are rational in their decisions and are maximizing their utility functions. In this paper we combined conjoint analysis method with psycho physiological measurements. Usually in conjoint analysis respondents have to rank conception cards based on their preferences. We ranked pictures of product versions based on the measured strength of the positive emotions these pictures created to respondents. In the study we manipulated with the visual elements of apple juice carton and conducted an "emotion based conjoint analysis" with 107 persons. Results indicate that with the help of our combined method it is possible to detect how important are different visual factors on the package in generating positive emotions to buyers.