Marketing Commons^™

Editorial: Towards An Emerging Science Of Customer Loyalty To Retail Stores: Explanation, Drivers, And Frameworks, Arturo Z. Vasquez-Parraga, Miguel Sahagun, Fabio Musso

Marketing Faculty Publications and Presentations

No abstract provided.

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

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 …

The Impact Of Internet Banking At Times Of Pandemic; Customer Experience, Satisfaction, Trust, Loyalty, E-Service Quality And Bank’S Financial Performance; An Application On Egyptian Public Banks, Madiha Metawie, Dalia Ahmed Mosallamy Faculty Of Business Adminstration, Economics And Political Science

Business Administration

The purpose of this study is to examine the impact of Internet banking on customer experience, satisfaction, trust, loyalty, E-service quality and financial performance in Egyptian public banks. This study concentrates on public bank’s customers in Egypt as a developing nation in the Middle East, which limits the generalizations of the paper findings to other banks globally. However, the fact that all banks faced similar challenges at times of pandemics and typically adopt common standards in bank financial management implies that the findings are potentially robust for global bank management. Structural Equation Modelling was applied to examine the research hypotheses. …

Hacking The Pandemic: Launching Third Space Into Cyberspace, Brittany Bowser

STEMPS Faculty Publications

The article discusses importance of the school library as a third space for learning. Topics discussed include need for school library's third space to expand into cyberspace; focus to promote awareness of school librarianship; and need for school librarians to prioritize marketing themselves and their instruction.

Customer Satisfaction And Its Impact On The Future Costs Of Selling, Leon Gim Lim, Kapil R. Tuli, Rajdeep Grewal

Research Collection Lee Kong Chian School Of Business

Although scholars have established that customer satisfaction affects different dimensions of firm financial performance, a managerially important but overlooked aspect is its effect on a firm’s future cost of selling (COS), that is, expenditures associated with persuading customers and providing convenience to them. Accordingly, this study presents the first empirical and theoretical examination of the impact of customer satisfaction on future COS. The authors propose that while higher customer satisfaction can lower future COS, the degree to which a firm realizes this benefit depends on its strategy and operating environment. Analyzing almost two decades of data from 128 firms, the …

Psychological Contract Breach And Customer Satisfaction: A Study Of Online Shopping, Hua Chang, Lingling Zhang

Association of Marketing Theory and Practice Proceedings 2018

Online shopping is becoming increasingly popular among customers in recent years. It offers customers numerous advantages and benefits, such as convenience in terms of time and place, better prices, and a variety of options. However, the number of customers who complain about online shopping is also increasing. Therefore, it is important for online retailers to better understand how customers respond to failures in customers’ online shopping.

Prior research on service failures and customer complaints has largely used expectation-dissatisfaction model to explain the phenomenon (e.g., McCollough, Berry, and Yadav 2000) and suggests approaches to address customer complaints (e.g., Hess, Ganesan, and …

Salesperson Ambidexterity And Customer Satisfaction: Examining The Role Of Customer Demandingness, Adaptive Selling, And Role Conflict, Raj Agnihotri, Colin B. Gabler, Omar S. Itani, Fernando Jaramillo, Michael T. Krush

Marketing Faculty Publications and Presentations

This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.

Salesperson Ambidexterity And Customer Satisfaction: Examining The Role Of Customer Demandingness, Adaptive Selling, And Role Conflict, Raj Agnihotri, Colin B. Gabler, Omar S. Itani, Fernando Jaramillo, Michael T. Krush

Marketing Faculty Publications and Presentations

This research investigates the effects of sales-service ambidexterity on salesperson role perceptions, behaviors, and customer satisfaction. Using a business-to-business, salesperson-customer sample, we build and test a model which highlights both the positive and negative consequences of this simultaneous goal pursuit. Specifically, while sales-service ambidexterity positively impacts adaptive selling behaviors, it also increases perceptions of role conflict among salespeople. Customer demandingness moderates these relationships. Taken together, the results provide insights for firms on how to manage their sales force to optimize both sales and service outcomes based on characteristics of their salespeople and customers.

Empirical Study Utilizing Qfd To Develop An International Marketing Strategy, Cassandra C. Elrod, Sarah M. Stanley, Elizabeth A. Cudney, Caroline Fisher

Business and Information Technology Faculty Research & Creative Works

Customer expectations can be extremely nebulous. This research identifies the demographic segmentations and their respective expectations for the spa market. Interviews were conducted and a subsequent questionnaire was employed to gather the voice of the customer and assess the expectations of spa clientele. All of the data was collected from luxury spas in Hawaii, and consisted of respondents from all over the world. Results of the survey suggest that while men want more tangible benefits of a spa, women prefer the experiential qualities of peace and rejuvenation. Additionally, those of lower to middle income focus on the atmosphere more than …

Moderating Effects Of Service Guarantee, Service Relationship, And Perceived-Risk On Customer Satisfaction, Kungpo Tao

Association of Marketing Theory and Practice Proceedings 2014

Customer satisfaction has been one of the most frequently used terms in marketing. With the benefits of customer satisfaction, service providers can save more costs doing customer retention and advertising. Premium pricing, for example, is also the benefit derived from the service’s buffering effect. In service industry, service guarantee and building up service relationship with customers are very common and useful strategies to gain customer satisfaction. Due to the growing competitive industry, marketers have made efforts building the customer-service relationship in order to attract new customers and secure existing relationships with customers. After experienced a service delivery or consumption, customers …

Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan

Association of Marketing Theory and Practice Proceedings 2014

Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …

Team Selling And Customer Satisfaction In The Mission Critical Sector: A Case Study Of Eyp Mission Critical Facilities Inc., Timothy J. Crader, Stephen M. Brown

WCBT Faculty Publications

This study examined the relationships between selling teams (STs) and customer satisfaction within the mission critical power design industry. The literature indicates that STs, which are considered a state of the art sales model, deserved further research. The SERVQUAL survey was used to measure customer satisfaction with EYP Mission Critical’s most strategic customers. The difference in customer satisfaction for customers serviced by STs and traditional sales personnel were compared. The investigation found support indicating that a ST approach had a positive relationship to increased customer satisfaction levels. Based on the results of the study, it is recommended that sales leaders …

The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark

Association of Marketing Theory and Practice Proceedings 2013

Loss of businesses to surrounding areas has escalated in the past decade, promoting an examination of factors causing business defection from the city of Georgetown, South Carolina. Kotler (1969) warned that customer retention is more important than identifying new prospects. If the customer’s satisfaction levels fall below completely satisfied, there is a risk of customer defection. This issue is important because the “purpose of a business is to create and keep customers” (Kotler 1969, p. 2). Therefore, understanding what dissatisfies a customer is just as important as understanding what satisfies a customer. The degree to which cities are vulnerable to …

Satisfaction With Airline Service Quality: Familiarity Breeds Contempt, Tamilla Curtis, Dawna L. Rhoades, Blaise P. Waguespack Jr.

Management, Marketing and Operations - Daytona Beach

The objective of this study is to investigate frequency-of-flight issues and the differences between frequent and non-frequent flyers’ levels of satisfaction and the importance attributed to overall airline service quality and select attributes. The results indicate that the level of satisfaction with overall airline quality and select attributes decrease the more passengers fly. Conversely, the level of importance attributed to airline amenities increased with flight frequency. Perceptions of airline quality may vary between different nationalities and different socioeconomic groups. Differences between the short- and long-haul flights, as well as domestic and international services could also exist. Airline managers need to …

Customer Loyalty, Repurchase And Satisfaction: A Meta-Analytical Review, Tamilla Curtis, Russell Abratt, Dawna L. Rhoades, Paul Dion

Management, Marketing and Operations - Daytona Beach

The purpose of this article is to investigate the relationship between customer loyalty, repurchase/repurchase intent and satisfaction in order to attempt to resolve the mixed views on these concepts. A quantitative review of loyalty-repurchase satisfaction constructs was conducted to identify the strength and direction of the researched relationships and the influence of possible moderating factors affecting those relationships. The Hunter and Schmidt (1990) meta-analytical technique and software were employed. The results demonstrate that loyalty and satisfaction indicate strong positive relationships (0.54). Repurchase and satisfaction display a complicated relationship, which confirmed the view that satisfaction does not explain repurchase behavior. Repurchase …

Successful Strategising Through Customer Exclusion, Edward Kasabov, Alex Warlow

Association of Marketing Theory and Practice Proceedings 2010

Marketing tends to emphasise retaining existing customers and generating customer satisfaction and loyalty. However, observation of the current practices of businesses suggests that such an over-emphasis on customer satisfaction may be misplaced. Many successful companies have developed competitive advantage by practicing ‘Exclusion Marketing’. This discussion defines Exclusion Marketing, explores its main tenets and ingredients, and demonstrates how by implementing such tactics modern businesses can reduce the cost of their products and services while offering high levels of service to ‘good’ customers, while eliminating and ‘excluding’ troublesome or non profitable clients. This discussion contributes to debates on the relationship between companies …

Customer Satisfaction And Stock Returns Risk, Kapil R. Tuli, Sundar G. Bharadwaj

Research Collection Lee Kong Chian School Of Business

Over the past decade, several studies have argued that customer satisfaction has high relevance for financial markets because it has a significant impact on stock returns. However, little attention has been given to understanding the impact of customer satisfaction on the risk of stock returns. The finance literature suggests that investors that judge performance only in terms of returns place more resources than warranted in risky opportunities, forgo profitable opportunities, and apply misguided performance evaluations. Accordingly, this study develops, tests, and finds empirical support for the hypotheses that positive changes (i.e., improvement) in customer satisfaction result in negative changes (i.e., …

Niches At The Edges: Price-Value Tradeoff, Consumer Behavior, And Marketing Strategy, Syed H. Akhter

Marketing Faculty Research and Publications

Purpose – The purpose of this paper is to examine how the perception of price-value tradeoff is related to overall satisfaction, purchase intention, word-of-mouth advertising, and actual repurchase behavior. Design/methodology/approach – Data on subscribers and single ticket buyers of a major symphony orchestra in the Midwest are used to test the hypotheses. Findings – The ANOVA results show significant differences across the three levels of price-value tradeoff in each of the response variables. Additional analyses of cross-tabulated data show that some of the bivariate relations conform to, as well as depart from, the rational consumer behavior model. Research limitations/implications – …

Public Perceptions Of The Midwest’S Pavements: Policies And Thresholds, David Kuemmel, Richard Robinson, Ronald C. Sonntag, Robert Griffin, James K. Giese

Marketing Faculty Research and Publications

A 5-year, pooled fund study with the Iowa, Minnesota, and Wisconsin departments of transportation assessed the public's perceptions of pavement improvement strategies and developed thresholds of satisfaction using the departments' physical indices, such as pavement ride and condition on rural, two-lane highways in the states. Approximately 3,600 drivers in the three states were involved in the three phases of the project, which included 18 focus groups, 400 statewide surveys in each state, and 2,300 targeted surveys across the three states. A multidisciplinary team from Marquette University and a mass media survey lab conducted the studies. A summary of focus group …

Business To Business Marketing: Service Recovery And Customer Satisfaction Issues With Ocean Shipping Lines, Srinivas Durvasula, Steven Lysonski, Subhash Mehta

Marketing Faculty Research and Publications

The tenets of relationship marketing are useful in understanding the success of a service provider. Based on a sample of 221 firms in Singapore that use ocean freight shipping services, examines service recovery issues related to satisfaction. It was found that service recovery methods such as claims handling, problem handling and complaint handling are associated with the level of satisfaction of customers. In addition, interfacing departments also have varying association with levels of satisfaction of customers. Finds that users of these services can identify problems they experience with ocean freight shipping services, and this may impact their choice of most …