Join us in bridging the gap between scientific research and real-world marketing practice.
AMS Sparks transforms marketing research into actionable marketing insight. Every month, we select an article from an AMS journal and distill its essential findings and implications. Our goal is to equip marketing professionals with cutting-edge know-how to enlighten their marketing strategy and tactics and enhance their understanding of today’s constantly evolving marketing and customer dynamics.
The Latest Sparks
Customer Centricity Is a Journey—Not a Destination
Why Who Leads a Human–Robot Team Matters
Why Loyalty Status Should Guide Your Email Tone
Building Consumer Digital Trust: What Marketers Need to Know
Responding to Reviews: Should Businesses Focus on the Happy or the Unhappy?
How should businesses respond to online reviews? Balancing negative feedback and positive engagement.
Winning Customers' Minds and Hearts: A Tailored Approach to Retention
Lock-in tactics and positive customer experiences are essential for driving customer retention. The effectiveness of these strategies shifts with the depth of the customer relationship, emphasizing the importance of understanding different customer profiles.
Maximizing Customer Engagement: Task-Based vs. Experiential Strategies
In today's competitive market, firms are increasingly looking beyond simple transactions. They're striving to forge meaningful connections with their customers, prompting them to go beyond purchasing and actively participate in shaping the brand experience. This is where the concept of customer engagement (CE) comes into play.
How Coproduction Motives Shape Customer Relationships
Explore how customers perceive the motives behind a coproduction strategy can significantly impact its success.
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