Strategie di customer engagement marketing.
5. Le future linee di ricerca
Il modello teorico più sopra presentato consente di pervenire al secondo obiettivo del presente paper: delineare un più compiuto disegno di ricerca facendo emergere le ipotesi fondamentali da sottoporre a successiva verifica empirica. A tale proposito, è possibile riportare quanto segue: H1 - Le emozioni dalle quali discende l’attivazione di un livello spontaneo di engagement da
parte del cluster dei Millennials riguardano gli stati emotivi definiti come Joy (joyful, delighted) e Excitement (excited, thrilled e enthusiasitic).
H2 - Elevate performance nel primo layer, con riferimento alla product quality (Q) e al fair
pricing (P), non sono positivamente correlate con la generazione degli stati emotivi di Joy ed
Excitement nei confronti dell’impresa/marca..
H3 - Scarse performance nel primo layer, con riferimento alla product quality (Q) e al fair
innescare processi di insoddisfazione e, dunque, di interruzione delle relazioni verso l’impresa/marca.
H4 - Al crescere della capacità dell’impresa/marca di implementare il senso di appartenenza nel consumatore cresce l’efficacia nella risposta al fabbisogno di socializzazione (S).
H5 - Al crescere dello sforzo dell’impresa/marca verso la creazione di una conoscenza specifica circa le proprie attività in vigna e in cantina presso i singoli consumatori cresce l’efficacia nella risposta alla ricerca di autenticità e trasparenza (T).
H6 - Al crescere della velocità con l’impresa/marca gestisce in maniera differenziata le relazioni con ciascun cliente cresce la capacità di dare risposta alla ricerca di immediatezza (I). H7 - Al crescere della capacità dell’impresa/marca di tenere fede alla propria identità
rispecchiandola nei vini che a mano a mano presenta sul mercato, senza cedere alle lusinghe di mode e tendenze passeggere, cresce la capacità di dare risposta alla domanda di libertà e di Life-style (L).
H8 - Al crescere del grado di immersività e di memorabilità delle occasioni di wine tasting che l’impresa/marca idea, progetta e realizza, nonché del grado con cui è capace di rinnovare nel tempo tali momenti di interazione con il cliente, cresce la capacità di dare risposta alla ricerca di esperienzialità (E).
H9 - Tenendo ferme le performance in termini (Q) e (P), il grado di formazione (sviluppo di conoscenze, competenze e capacità) e di motivazione/engagement da parte del personale di contatto dell’impresa/marca opera come moltiplicatore/demoltiplicatore delle prestazioni in termini di customer engagement.
La fase embrionale nella quale si trova il percorso di ricerca suggerisce di non elicitare ulteriori ipotesi rinviando questa eventualità a quando si avranno a disposizione i risultati derivanti dalle prime attività empiriche. Non è altresì possibile escludere che, proprio in riscontro a tali risultati alcune delle variabili chiave del modello dovranno essere ripensate, il che avrà effetto sulle otto ipotesi di base più sopra riportate.
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