Deselling: Cross-Selling Without Upsetting Customers, Molly R. Burchett

Theses and Dissertations--Marketing and Supply Chain

To boost revenue, many firms are encouraging their service salespeople to cross-sell while providing a service; but cross-selling can upset customers. How, then, may firms effectively cross-sell without upsetting customers? The authors address this question by introducing the concept of deselling behaviors, defined as service salespeople’s actions that are incongruent with persuasive intent. They combine insights gleaned from 101 inconspicuous, fly-on-the-wall videos of actual service salesperson-customer exchanges with theoretical underpinnings of the persuasion knowledge model and reactance theory to advance a novel conceptual framework of deselling behaviors. Their framework advances prior literature by illuminating three unique sets of deselling …

Anime And Manga Fandom In The 21st Century: A Close-Up View, Chiquan Guo, Chengyan Zeng

Marketing Faculty Publications

Anime (animated films) and manga (comic books) fans are easily misunderstood and can even face prejudice. In fact, they are considered nerds or weirdoes in the eye of many people. This is an unfortunate happenstance for two simple reasons. First, it is a gross misperception of fans, which is fundamentally unfair to them. Second, with a growing fan base, this ever-expansive population presents ample opportunities for businesses. However, any biased view toward those fans may likely hinder marketers' efforts to serve them in an effective manner. We would like to show people what anime and manga fans are all about. …

Explaining Customer Loyalty To Retail Stores: A Moderated Explanation Chain Of The Process, Arturo Z. Vasquez-Parraga, Miguel Sahagun

Marketing Faculty Publications

This chapter reassesses the process of how store customers become loyal to their stores; what are the core subprocesses generating customer store loyalty, and what contributing moderators enrich the final outcome. A new empirical research is designed to identify and test a parsimonious model of core relationships and moderators. The result is an explanation chain that incorporates relational variables, trust, and commitment to the traditional transactional one, customer satisfaction, and the moderating factors of the relational variables. The findings reveal that 1) customer commitment is the major contributor of explanation to true customer loyalty, significantly more than the contributed explanation …

The Pink And Blue Problem: Altercasting In Gendered Advertising, Abigail Benn

Capstone Showcase

When you meet a baby for the first time, and you don’t know its sex, if its wearing pink clothes, most people will automatically assume it’s a girl; or if they’re wearing blue clothes, it’s automatically a boy. The pink and blue problem is the enforcing of gender stereotypes through color, associated roles, and imagery. The root of this problem is that many people are unaware of the difference between “sex” and “gender”, and that they can be mutually exclusive. Your sex is the body you’re born with, and all the parts that come with it, while your gender is …

The Consumer And Self-Service Technology, Daisy Brosi

Mahurin Honors College Capstone Experience/Thesis Projects

The prevalence of self-service technology in discount retail creates the need to consider how consumer’s age may affect their perceptions of self-service technology. The purpose of this thesis is to understand how different age groups perceive the reliability of self-service technologies and to understand the resulting effect on adoption and usage of self-service technologies. The study compares respondent’s age groups and their perceived reliability, perceived ease of use, perceived security, and perceived control of self-service technology to understand the age group’s adoption and use of self-service technology.

Consumers’ perceived ease of use, perceived security, and perceived control of self-service technology …

A Conceptual Framework For Valuating Airline Frequent Flyer Program Miles, Yi Gao

International Journal of Aviation, Aeronautics, and Aerospace

Frequent flyer programs of airlines have gradually evolved into a multi-billion dollar business over the years. Valuing frequent flyer program miles accurately and fairly has its practical implications both for airlines and members of frequent flyer programs. As a ground-breaking academic study dedicated to airline loyalty programs, this study aims to build a conceptual framework to guide the valuation of miles. Through comparing required miles for different award types with their equivalent cash prices, this study has successfully addressed the purchasing power of AAdvantage miles of American Airlines when they are used for award redemption. Not only can this study …

Determinants Of Tax Morale Using Structural Equation Model (Sem), Raymond S. Pacaldo, Rodiel C. Ferrer

DLSU Business & Economics Review

This paper analyzes the impact of tax enforcement, trust in government, and demographic characteristics on the tax morale of firms in the Philippines. From the database of Business Environment and Enterprise Performance Survey (BEEPS), 864 firms were taken and analyzed using partial least squares on the structural equation of modeling (PLS-SEM). In the analysis, only trust in government, organizational form, and firm location provided a significant impact to tax morale. Thus, firms pay taxes religiously when the government acts trustworthily. On the other hand, sole proprietorship and Metro Manila firms exhibited lower tax morale as compared to corporations and outside …

2020-January-01-Darwin Day At The Gray Fossil Site, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – On Saturday, Feb. 8, visitors to the Gray Fossil Site will have the opportunity to join scientists for Darwin Day, an international celebration of science and the natural world.

This year, Darwin Day commemorates the 211^th birthday of the famed 19^th century naturalist Charles Darwin, whose research laid the foundation for modern understanding of life on Earth.

During the event, visitors can participate in educational family-friendly, hands-on activities and engage directly with scientists as they present diverse collections of fossils, insects, plants and more.

Participating partners in this year’s event will include Steele Creek Park, …

2020-January-01-Dr Ingrid Luffman Honored With Distinguished Alumni Award, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Ingrid Luffman, an assistant professor in the Department of Geosciences at East Tennessee State University, was recently honored with a 2019-2020 Distinguished Alumni Award from the Department of Geography at the University of Tennessee-Knoxville.

Luffman, who graduated from UTK in 2013 with a Ph.D. in geography with a concentration in spatial analysis and watershed dynamics, received the award in the Early Career category for individuals who graduated within the past 10 years.  Awards are also given in Mid-Career (10-25 years since graduation) and Lifetime (more than 25 years since graduation) categories.

“The award is a great …

2020-January-01-Kaitlin Campbell Banks, University Marketing And Communication, East Tennessee State University

ETSU News

Meet Kaitlin Campbell Banks
Senior Kaitlin Campbell Banks’ journey at East Tennessee State University has been about learning how to balance all the things she loves – which include everything from her full-time job at an assisted living facility to helping out on her family’s cattle farm.

When she is not working or studying, Banks also enjoys horseback riding, and she serves as the assistant softball coach at Elizabethton High School.

The Elizabethton resident says she is able to juggle her priorities with the support of her faith, her husband, her family – and lots of sticky notes. She also …

2020-Etsu Students Receive Aeg Foundation Awards, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to our students Samantha Farmer, Sarah Harris, and Thomas O'Shea who received AEG Foundation awards at the 2020 AEG Annual meeting.

2020-Bui Recognized With Tssp Student Allegiance Award, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

NASHVILLE, TN – Augustine “Auggie” Bui, PharmD, of Baldwin Park, California, was recently recognized by the Tennessee Society of Student Pharmacists (TSSP), a Society of the Tennessee Pharmacists Association (TPA), with the 2020 Student Allegiance Award.

Dr. Bui was an exceptional supporter of TPA and TSSP during his career as a student pharmacist. In 2019, he served as a delegate for the Phi Lambda Sigma Pharmacy Leadership Society and represented TSSP as a member-at-large and delegate to the TPA House of Delegates. He has also served as a dedicated volunteer leader by contributing positively to the association and profession through …

Meet Dr. Brian Cross, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Meet  Dr. Brian Cross , associate professor and vice-chair in the Department of Pharmacy Practice, and associate professor in the Department of Family Medicine at the James H. Quillen College of Medicine as part of the Academic Health Sciences Center at ETSU. He is from Morgantown, West Virginia. 

Why did you want to pursue pharmacy?

BC: It was suggested to me as a stable way to make a living by “adults” who were concerned that I might not have the most stability pursuing a life as a “rock & roll star.” After completing my first clinical APPE rotation, and certainly …

Project - Smart Sole, Dharshanika Selvakumar, Garrette Stauffer, Dmitry Gryaznov, Elaina L. Gabriel, Waseem Khalaf

Engineering and Technology Management Student Projects

Smart Soles aims to further expand the realm of smart wearable technology with its smart insoles focused on biometric tracking and customized insole comfort. This product provides Dr. Scholl’s with a means to enter and capture much of the early market for smart insoles. Smart Soles is continuing Dr. Scholl’s history of foot products while adding technology to disrupt the stagnant and primitive insoles market. Company objective: Dr. Scholl’s main objective with Smart Soles is to enter and capture some of the smart wearables market by adding smart, biometric tracking insoles to its portfolio. Smart Soles will utilize Dr. Scholl’s …

Everywear Marketing Plan, Khalid Bouredji, Raghav Gupta, Gwendolyn Jester

Engineering and Technology Management Student Projects

An investigative marketing team at Nike has identified an opportunity to acquire the rights to a new Smart Fabric technology. First-pass feasibility investigations look promising: discussion between a Nike engineer and the company that owns the technology paints a plausible picture, and the claimed technical specifications of the material performance imply a promising potential in Nike products. R&D dollars will need to be dedicated in order to nail down the actual performance of these potential products, and New Product Introduction teams will need to investigate the capability to produce and scale.

Does the market landscape warrant allocating resources to a …

Homesense, Ashwaq Al Khalil, Brian Aebi, Mitesh Dedhia

Engineering and Technology Management Student Projects

HomeSense is a proposed new smart home monitoring solution by Honeywell Inc and will be part of the Resideo smart home brand. This marketing plan for HomeSense will describe the problem we are solving, the solution, our target market, our ideal customer, and go to market strategy.

Based on market research, we have identified the residential market to be the most suitable market to launch the product. Currently there are only two solutions in the residential market for utility monitoring and those are only focused on energy consumption. HomeSense provides additional capabilities beyond the existing solutions to the residential market …

2020-January-01-Meet Christine Murdock, University Marketing And Communication, East Tennessee State University

ETSU News

Expertise in “playing sick” is not a job skill that most employers would want to see on a résumé – unless you are a standardized patient.

Christine Murdock, a standardized patient (SP) at ETSU Health, has had more medical maladies than can she can count over the past three decades – but she never gets sick of being “sick.” As an SP, Murdock’s job is to portray a realistic patient, their family member or others to recreate a scenario accurately and consistently for ETSU Health students and residents.

Her work and that of ETSU’s other 72 SPs has aided in …

2020-January-01-Mlk Day Honorees, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY -- Four ETSU faculty and staff were honored at the 19^th Annual Martin Luther King Jr. Interfaith Prayer Breakfast, held Jan. 18 at Memorial Park Community Center.

A native of Rogersville, Joy Fulkerson currently serves as Director of Leadership and Civic Engagement. She provides leadership for community service, civic learning, and democratic engagement efforts through a variety of programs and initiatives including Alternative Breaks, the Brenda White Wright Emerging Leaders Academy, the Diversity Educators Program, ETSU Votes, Volunteer ETSU, and the Public Service Corps Scholarship Program. Through her work, Fulkerson builds partnerships with local non-profits, national non-partisan …

Managing Paradoxes Of Ambidexterity: The Impact Of Exploration And Exploitation On Firm Performance, Lixun Su

Graduate Theses, Dissertations, and Problem Reports (ETD)

This dissertation examines the impacts of exploration, exploitation, and ambidexterity on firm performance in three essays. Since exploration and exploitation have their own advantages and disadvantages, there are many debates over their impacts on firm performance. To synthesize the conflicting empirical results, the first essay conducted a meta-analytic study and demonstrates that ambidexterity in the product domain increases firm performance while ambidexterity in the market domain does not significantly influence firm performance. In addition, the results show that it is not necessary for all firms (e.g., resource-constrained firms) to pursue ambidexterity. Thus, the second and third essays examine how to …

Robots On Blockchain: Emergence Of Robotic Service Organizations, Nobuyuki Fukawa

Business and Information Technology Faculty Research & Creative Works

Radical changes in the technological environment have been forcing service providers to consider whether, if so, how to automate any aspects of their services with robots and other emerging technologies. Some service providers have been adopting robotic service assistants, and even creating organizations partially or fully automated by robots. However, some service providers have not been able to fully take advantage of RSAs’ benefits in a way that enhances customer service experiences. We review those challenges of RSAs and discuss the potential application of blockchain technology in governing a robotic service organization, the concept we propose in this study. …