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Full-Text Articles in Marketing
Redesigning An Effective Pathway To Consumer Loyalty For Sustainable Competitive Advantage, Stephen P. Panczak
Redesigning An Effective Pathway To Consumer Loyalty For Sustainable Competitive Advantage, Stephen P. Panczak
Doctoral Dissertations and Projects
The qualitative case study aimed to study the impact of leadership behaviors on delivering hospitality frontline employee services to customers to sustain consumer loyalty and gain a sustainable competitive advantage in the South Florida hospitality and tourism industry. The flexible design allowed the researcher to develop specific research questions while focusing on the problem statement, which addressed the potential inability of U.S. business leaders in service-related industries to gain customer loyalty, resulting in the possible loss of competitive advantage for the organizations. The researcher selected a highly successful South Florida luxury hotel resort, and twenty-nine professionally diversified participants were interviewed …
Minimizing The Ratchet Effect: Why Reciprocity Preserves Customer Satisfaction In Service Environments, Kyle A. Huggins, Val Larsen
Minimizing The Ratchet Effect: Why Reciprocity Preserves Customer Satisfaction In Service Environments, Kyle A. Huggins, Val Larsen
Association of Marketing Theory and Practice Proceedings 2023
This paper focuses on a fundamental problem for marketers: the ratchet effect. The ratchet effect occurs when actual service performance is perceived to be significantly higher than service expectations, causing dissonance and resulting consumer guilt. If left unattended, consumers relieve their guilt by increasing the perceived state of expectations for subsequent visits. Known as the ratchet effect, this causes a dilemma for the service business as they consistently strive to improve service performance. Using equity theory, our experimental study explores whether businesses can break the ratchet effect by providing mechanisms of reciprocity for consumers to respond at little or no …