The issues of mismatching between the feedback and the strategies have deteriorated most businesses in their transitions. The purpose of this chapter is thus to provide an instant digital marketing transition from consumers' feedback to providers' strategies. The three theories of action regulation, actor-network, and motivation are used to direct the solutions and recommendations whereby the feedback has been clustered by the digital Linguistic Inquiry and Word Count into 12 words and transited to 12 marketing strategies. Findings indicated that the feedback words related to “body”, “health”, “risk”, “work”, “friend”, “social”, “adjectives”, “family”, “biological” “drives”, “affect”, and “positive emotion” have been transited to physical handling, fact finding, packaging, product planning, distribution, display, advertising, personal selling, branding, servicing, pricing, and promotion, respectively. Solutions and recommendations have been discussed.
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The issues of mismatching between the feedback and the strategies have deteriorated most businesses in their transitions of life cycle. The separation between consumers’ feedback and providers’ marketing strategies has created critical issues for providers to meet consumers’ demand instantly. For example, an increase in guests’ comments in social media has made hoteliers change hotel brands to confuse hotel guests in the COVID-19 pandemic era as follows. 31 brands of Marriott have been changed into Bonvoy, 19 brands of Hilton have been changed into Honors, 15 Intercontinental have been changed into IHG Rewards Club, 18 Hyatt brands have been changed into the World of Hyatt, and 17 brands of Choice hotels have been changed into Choice of Privileges.
After COVID-19, the essence of the change is from being to doing. Therefore, hoteliers should not use branding. Instead, they should use promotion to respond to consumers’ positive emotion to attract more guests as socializers with high power and achievement needs. Otherwise, the hoteliers only change hotel brands to respond to consumers’ biological process, when guests’ comments are related to basic human physiological need such as eating or dwelling. This case related to consumers’ feedback and hoteliers’ strategies are the motivation for this study.
The purpose of this chapter is thus to provide an instant digital marketing transition from consumers’ feedback to providers’ strategies. The three theories of action regulation, actor-network, and motivation are used to direct the solutions and recommendations whereby the feedback has been clustered by the digital Linguistic Inquiry and Word Count (LIWC) into 12 words and transited to 12 marketing strategies through canonical correlation regression.
The background information of the study of the relationships among feedback, transition, and strategies is thus in the three theories: The action regulation theory (Frese and Keith, 2015), the Actor-Network theory (Latour, 2005), and the 3-needs theory (McClelland, 1985). The action regulation theory (ART) states that feedback would create strategies in a transition. The actor-network theory (ANT) states that digital transition is a nonhuman actant to combine human feedback in a network of strategies. The 3-needs theory (3NT) states that a human being has 3 unconscious needs for doing excellent performance in strategies (the need for achievement), for controlling other people in feedback (the need for power), and for making friends with other people in transition (the need for affiliation). The hypothesis of the study is that consumers’ feedback would be transited to providers’ marketing strategies instantly based on the digital marketing transition relationship.
In the ANT, Salter (2019) states that nonhuman actants play in processes to consolidate the network with human. The digital Linguistic Inquiry and Word Count (LIWC, 2022) is a nonhuman actant to count human writing words and classify them into specific clusters used for different marketing purposes of human in an actor-network of trading between providers and consumers. Ozuem, Ranfagni, Willis, Rovai, and Howell (2021) reported the impact of ANT was on customers to change their feedback during the Covid-19 pandemic transition resulting in different providers’ strategies.
In the ART, Frese and Keith (2015) has found that feedback provides people with information to regulate their behavior to achieve the goal. The feedback can be timely, positive (e.g., praise) or negative (e.g., error). According to action regulation theory, positive feedback is for maintaining behavior, whereas negative feedback is for learning and personal development. Zacher (2017) reported that the impact of ART was on workers to change their goals with relevant strategies, transiting behavior, and feedback.
In the 3NT, McClelland (1985) has found the relationship between the need for achievement and goal which is now controlled by consumers’ feedback in this study. Mertens, Theisen, and Funke (2022) identified the providers’ strategies with less power and high affiliation needs would attract senior consumers coming in the transition.
In sum, the above three theories ART, ANT, and 3NT are the literature background information for this study to hypothesize that consumers’ feedback would be transited to providers’ marketing strategies instantly based on the digital marketing transition relationship.