Customer learning trajectories when using a product for the first time

Elisa Monnot ()
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Elisa Monnot: UCP - Université de Cergy Pontoise - Université Paris-Seine, THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique

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Abstract: Several studies in marketing research focus on learning costs in product usage linked to the acquisition of declarative and procedural knowledge in this context. Yet, the learning process itself and the ways customers actually learn to use products have received little attention. This research explores the dynamics of the customer's learning experience and its heterogeneity in the case of the first use of a product, using Kolb's experiential learning circle. The results of a qualitative study with filmed observations and interviews identify four customer learning paths, enriching this model. Based on these customer learning paths, the article proposes recommendations to improve business strategies in terms of customer training and product use assistance.

Date: 2019-12-03
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Published in Recherche et Applications en Marketing (English Edition), 2019, 35 (2), pp.48-73. ⟨10.1177/2051570719887603⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05772500

DOI: 10.1177/2051570719887603

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