Marketing Commons^™

Technology And Its Crm Implications In The Shipping Industry, Srinivas Durvasula, Steven Lysonski, Subhash Mehta

Marketing Faculty Research and Publications

This paper investigates the relative importance of service factors such as technology and facilities, how service providers are rated on those factors, and their relationship to customer satisfaction in a B2B environment. The results show that in the ocean freight shipping industry, customers placed more importance on factors such as efficiency in complaint handling, prompt availability of delivery information as compared to the use of latest equipment and technology. Most importantly, customers who had a more favourable evaluation of shipping companies on these factors also experienced a higher level of service satisfaction. Implications of these results for the use of …

Diagnosing Service Quality In Retailing: The Case Of Singapore, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

This paper examines the service quality perceptions of consumers towards retailers in Singapore. We applied SERVQUAL, a popular measure of service quality to a sample of 172 consumers to assess service quality perceptions, expectations and gaps in service quality. We first examined the dimensionality and reliability of this scale. Subsequently, analysis by various demographic groups revealed significant gaps in service quality; the gaps in quality were much higher for some service quality dimensions than for others. The implications of these results for Singapore retailers and retail entrepreneurs are then presented along with future research directions.

Service Attributes Satisfaction And Actual Repurchase Behavior: The Mediating Influence Of Overall Satisfaction And Purchase Intention, Syed H. Akhter

Marketing Faculty Research and Publications

The study proposes that the effect of service attributes satisfaction on actual repurchase behavior is mediated by overall satisfaction and purchase intention. Data collected through a survey questionnaire were used to test the proposed model. Findings support the mediation hypothesis and show that service attributes satisfaction has a positive and significant impact on overall satisfaction; overall satisfaction has a positive and significant impact on purchase intention; and purchase intention has a positive and significant impact on actual repurchase.

Telling The Brand Story: Including News Articles In Online Promotional Strategies, Anca C. Micu

WCBT Faculty Publications

Given the growing popularity of the Internet as a promotional medium, it is crucial for brand managers to examine the effects of combining the different brand communication sources online. According to social comprehension theory and knowledge from neuroscience, people exposed to a message spontaneously construct a mental simulation. People who are exposed to images or visuals are unlikely to assign verbal labels to their observations, whereas people who read a story may spontaneously form mental pictures of the narrative content. Mental processing of stories requires more extensive elaboration than processing of visuals. In a first study, survey results indicate online …

Conceptualizing The Consumer-Brand Relationship As A Truly Dyadic Process, Jamye Foster

LSU Doctoral Dissertations

The consumer-brand relationship (CBR) has gained interest in recent years, but as currently conceptualized, it is limited to a parasocial relationship where the role of the brand is not acknowledged. In order to better understand the CBR, we have to ask several key questions: (1) What is the CBR? (2) What are consumer-brand interactions (CBIs)? And (3) How can we measure CBIs? The objective in Essay 1 is to develop a better understanding of the conceptual foundation of the CBR. This was accomplished through extensive review of relevant literature, which highlighted the need to consider the CBR as a truly …

Proving Marketing Success Pays Off: Marketing Performance Measurement And Its Effects On Marketing’S Stature And Firm Success, Don O'Sullivan

Don O'Sullivan

No abstract provided.

Security Issuance And Reits: Implications For Operating Performance And Governance (Dissertation), R. Roark

R. Scott Roark

No abstract provided.

Assessing Student Learning Through Effective Academic & Professional Partnerships: The Why, The How, And The Results, Laurence Minsky

Laurence Minsky

Objective, external feedback can provide the backup academic departments need to “drive” programmatic and institutional improvements. This session will offer successful approaches for recruiting independent professionals and working with them to develop assessment rubrics to objectively measure student learning on programmatic and institutional levels. At the end of the session, participants will be able to (1) identify potential assessors for curriculum and/or program; (2) develop a strategy for identifying and recruiting independent assessors and; (3) generate talking points with instructions to communicate expectations and assessment methods to get usable, valid results and data.

A Review Of “A To Z Guide To American Consumers: Quick Links To Free Demographics”., Laura Carscaddon

Laura Carscaddon

The article reviews the book "A to Z Guide to American Consumers: Quick Links to Free Demographics," by Cheryl Russell.

Strategic Customer Service By John Goodman, William Bleuel

William H. Bleuel

Graziadio Business Review

Designing And Delivering Compelling Experiences: Insights From The 2008 Democratic National Convention, Sudhir Kale, Robin Pentecost, Natalina Zlatevska

Sudhir H. Kale

Purpose – Joseph Pine and Jim Gilmore coined the term “experience economy” to describe a paradigm shift in consumption. To survive in this new economy, businesses must provide customers with memorable consumption experiences. The purpose of this paper is to suggest eight ingredients that need to be incorporated into a compelling experience. Commercial experience providers, not-for-profit organizations, and political entities stand to benefit by integrating these elements in the experiences they provide to their targeted constituencies.

Design/methodology/approach – A qualitative phenomenological case study approach is employed using the 2008 Democratic National Convention as the referent for dissemination of a compelling …

Marketing Accountability And Marketing’S Stature: An Examination Of Senior Executive Perspectives, Don O'Sullivan, Patrick Butler

Don O'Sullivan

No abstract provided.

The Relationship Service-Profit Chain: Conceptual Framework And Propositions., Carmel Herington, Lester Johnson

Lester Johnson

This conceptual paper proposes an expanded relationship service-profit chain as a business success model based on blending human resource management and marketing within the relationship marketing framework. The major contribution of the paper is the extension of thought and usage of the service-profit chain through the super-imposition of a relationship building approach to the provision of service. The proposed model draws on the original service-profit chain, which is further enhanced through the addition of a relationship marketing orientation guiding business culture and combining internal marketing and human resource management activities to best implement an updated service-profit chain. The enhanced relationship …

Meaning Matters: Polysemy In Advertising, Stefano Puntoni, Jonathan Schroeder, Mark Ritson

Mark Ritson

No abstract provided.

Co-Creation: An Exploratory Investigation Into The Construct And Its Dimensions, Joanna Minkiewicz, Jody Evans, Kerrie Bridson

Dr. Joanna Minkiewicz

Whilst the body of work around co-creation has grown, the construct has been viewed from multiple perspectives, with the literature generally bereft of a coherent, holistic theoretical framework. This paper aims to develop a more comprehensive conceptualization of co-creation by exploring it comprehensively to provide a deeper understanding of the underlying dimensions. Case study research using exemplar organizations, utilizing in-depth interviews with key informants, was used to investigate the manifestations of co-creation in the context of the heritage sector. The findings illuminate the prevalence of deliberate co-creation strategies in all case study organisations, revealing three facets of co-creation: personalization, engagement …

How To Succeed In Advertising When All You Have Is Talent, Laurence Minsky

Laurence Minsky

No abstract provided.

The Seeds Of Dissolution: Discrepancy And Incoherence In Buyer–Supplier Exchange, Qiong Wang, Ujwal Kayande, Sandy Jap

Ujwal Kayande

In this research, we examine a novel mechanism of interorganizational relationship dissolution: incoherence in a partner’s behavior. We propose that the discrepancy between an exchange partner’s opportunistic behavior and the focal firm’s expectations may create a state of incoherence and uncertainty and that this effect can be damaging to the exchange even when the partner’s behavior is better than expected. Using nearly 500 longitudinal, confidential reports of industrial buyers and sellers, we find supportive evidence that (1) the net effect of the discrepancy is initially positive when behavior is better than expected but becomes rapidly negative thereafter, and (2) the …

Immigrant Business Enterprises: A Classification Framework Conceptualization And Test, Roberto Curci, Robert Mackoy

Robert Mackoy

How Much Risk Can You Handle?: The Development Of A New Risk Tolerance Questionnaire, Courtney Droms, William Droms

Courtney M. Droms

As we have all witnessed over the past few years with the economic downturn that has faced the world, individuals and corporations have been extremely risky with their investments in an effort to capitalize on high-risk and high-return investments. However, the global economy has been threatened by all of these risky investment decisions and there is now an effort underway by many financial institutions to overhaul the advice they give to both individual and corporate clients about the level of risk suggested for their portfolios (Mannes 2009). This research shows that an investor’s risk tolerance is not as stable as …

Accommondations, Sascha Vitzthum

Sascha Vitzthum

No abstract provided.