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Going on a journey: A review of the customer journey literature
Customer journey has become an increasingly important concept to understand complex
customer behaviours and get insights into their experiences. While the term has been used …
customer behaviours and get insights into their experiences. While the term has been used …
Co-creation in higher education: Towards a conceptual model
Students have begun to show interest in adopting active and participatory roles that allow
them to interact and work collaboratively with educators. One important aspect of students as …
them to interact and work collaboratively with educators. One important aspect of students as …
A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing
In light of the complex customer behaviour and customer journeys in omnichannel retailing,
this study aims to investigate customer co-creation behaviour, customer response and …
this study aims to investigate customer co-creation behaviour, customer response and …
Students as customers in higher education: Reframing the debate
Even though marketing in higher education (HE) is well established, there is a continued
debate about who the customer is, with many still not accepting that students should be …
debate about who the customer is, with many still not accepting that students should be …
Students as customers in higher education: The (controversial) debate needs to end
Even though marketing in higher education is well established there is a continued
(controversial and at times emotional) debate about who the customer is with many still …
(controversial and at times emotional) debate about who the customer is with many still …
Brand personality in higher education: anthropomorphized university marketing communications
While the university prospectus is recognized as an important marketing communication tool
for higher education recruitment strategies, it has become overlooked as many researchers …
for higher education recruitment strategies, it has become overlooked as many researchers …
The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education
The purpose of this study is to examine the impact of brand equity dimensions on overall
university reputation in Georgian higher education. Fierce competition in the Georgian …
university reputation in Georgian higher education. Fierce competition in the Georgian …
Reputation in higher education: A fuzzy set analysis of resource configurations
Reputation is critical for institutions wishing to attract and retain students in today's
competitive higher education setting. Drawing on the resource based view and configuration …
competitive higher education setting. Drawing on the resource based view and configuration …
Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania
Following major strategic policy reforms and transformations in the higher education sector,
branding as a strategic resource has become an integral part of the strategic decisions of …
branding as a strategic resource has become an integral part of the strategic decisions of …
Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix
Intense competition for student enrollment has created a strong need for higher education
institutions, especially those that offer graduate degree programs, to differentiate …
institutions, especially those that offer graduate degree programs, to differentiate …