Marketing Commons^™

Characteristics Of Services: A New Approach Uncovers Their Value, Sabine Moeller

Research Collection Lee Kong Chian School Of Business

Purpose: Four characteristics have been regularly applied to services: intangibility, heterogeneity, inseparability, perishability (IHIP). More and more exceptions occur which have resulted in substantial criticism. This paper aims to show that each characteristic is valid and useful when related to an individual aspect of services instead of being assigned to services as a single entity. Design/methodology/approach: Based on customer integration, a framework (FTU framework) and a resource typology are developed. These approaches are the theoretical foundation of the analysis. Findings: The FTU framework and a resource typology reveal different aspects of services and allow the assignment of the IHIP characteristics …

협력적 가격차별 수단으로서의 일시적 가격할인, Jae Do Song

Asia Marketing Journal

This paper considers a duopoly where switching costs exist. The analysis proves that temporal price reductions can be pure strategy equilibrium where firms earn more profit than in a regular price strategy. Greater profits result from price discrimination in temporal price reductions. The equilibrium is contrasted with previous studies, which explain temporal price reductions as a result of mixed strategy. In a given model with an assumption about forming switching cost, firms can control their range of loyal consumers by properly setting their regular and promotional prices. The model shows that temporal price reduction tends to raise the regular price …

온라인 구전과 영화 매출 간 상호영향에 관한 연구, Jung Ho Bae, Bum Jun Shim, Byung Do Kim

Asia Marketing Journal

Motion pictures are so typical experience goods that consumers tend to look for more credible information. Hence, movie audiences consider movie viewers` reviews more important than the information provided by the film distributor. Recently many portal sites allow consumers to post their reviews and opinions so that other people check the number of consumer reviews and scores before going to the theater. There are a few previous researches studying the electronic word of mouth(eWOM) effect in the movie industry. They found that the volume of eWOM influenced the revenue of the movie significantly but the valence of eWOM did not …

한국 금융회사 마케팅 현황에 대한 탐색 연구, Sung Yong Chun

Asia Marketing Journal

Marketing financial services used to be easier. Today, the competition in financial services is fierce. Not only has the competition become more intense, financial services have also changed structurally. In an environment with various customer needs and severe competitions, the marketing in financial services industry is getting more difficult and more important than before. However, there are still not enough studies on financial services marketing in Korea whereas lots of research papers have been published frequently in some international journals. The purpose of this paper is (1)to review the literature on financial services marketing, (2)to investigate current marketing activities based …

Priorities, Progress, And Perspectives On Branding, Kevin Lane Keller

Asia Marketing Journal

No abstract provided.

한국형 기업의 사회적 책임활동 측정을 위한 척도 개발 연구, Jong Chul Park, Jong Chul Par, Kyung Jin Kim, Lee

Asia Marketing Journal

It is not new that today`s business organizations are expected to exhibit ethical and moral management and to carry out social responsibility as a good corporate citizen. Since South Korea emerged as a newly industrialized country during the 1980s, Korean corporations have become active in carrying out their social responsibility as a good corporate citizen to society. In spite of the short history of corporate social responsibility, Korean companies have actively participated in corporate philanthropy. Corporations` significant donations to various social causes, no-lay-off policies, corporate volunteerism and green marketing are evidences of their commitment to corporate citizenship. Corporate social responsibility …

브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향, Jie Un Lee, Joo Eon Jeon, Jae Young Yoon

Asia Marketing Journal

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer …

고객의 자기조절성향이 서비스 실패에 따른 부정적 감정과 고객반응에 미치는 영향, Hyung Suk Sung, Sang Lin Han

Asia Marketing Journal

Dissatisfied customers may express their dissatisfaction behaviorally. These behavioral responses may impact the firms` profitability. How do we model the impact of self regulatory orientation on emotions and subsequent customer behaviors? Obviously, the positive and negative emotions experienced in these situations will influence the overall degree of satisfaction or dissatisfaction with the service(Zeelenberg and Pieters 1999). Most likely, these specific emotions will also partly determine the subsequent behavior in relation to the service and service provider, such as the likelihood of complaining, the degree to which customers will switch or repurchase, and the extent of word of mouth communication they …

관계혜택과 브랜드 동일시의 역할에 관한 탐색적 연구, Joung Hae Bang, Ji Yeon Jung, Eun Hyung Lee, Kang

Asia Marketing Journal

Most of the service industries including finance and telecommunications have become matured and saturated. The competitions have become severe while the differences among brands become smaller. Therefore maintaining good relationships with customers has been critical for the service providers. In case of credit card and debit card, the similar patterns are shown. It is important for them to maintain good relationships with customers, and therefore, they have used marketing program which provides customized services to customers and utilizes the membership programs. Not only do they build and maintain good relationships, but also highlight their brands from the emotional aspects. For …

Nation Branding: Presenting The Image That Matches National Identity, Knowledge@Smu

Knowledge@SMU

Brand launches are, more often than not, quiet affairs. Attention-hungry marketers might sometimes resort to controversies, so as to leverage on hype. Even then, it may take a fair amount of provocation and amusement just to get the slightest response from the modern-day multi-tasking, attention-deficit consumer. Contrast this with the launch of Singapore's latest tourism brand, YourSingapore, earlier this year – an event that elicited some fervent objections from the public. The people behind those heated responses were not necessarily experts on tourism or marketing. It was a matter that compelled everyday citizens to weigh in with their thoughts. Why, …

Balancing Customer And Marketing Inputs To Maximize The Value Experience, Weiling Zhuang

Doctoral Dissertations

Customer co-creation has been recognized in the marketing literature as a beneficial activity for both firms and customers, however, further research is needed to more fully understand how firms and customers work together to maximize the value creations. In order to extend this area, the present study conducts two studies to empirically test how customer participation interacts with other factors to influence customer shopping experience and behavior responses.

In the experiment study, an updated typology of service context was developed to examine how customer input and service provider input along other factors to influence value co-creation outcomes. A computer stimulated …

Imsa360: Summer 2010, Imsa Fund

IMSA Fund Reports

IMSA’s 22nd class graduated in June 2010. Members of this class will always be special to me because we began our IMSA journey together in 2007 with a mixture of exhilaration and trepidation, pride and panic, hope and humility. We knew that we were privileged to join this innovative community, a distinguished international leader and exemplar in mathematics and science education. From day one, we understood that the words of the mission statement about “advancing the human condition” were meant for us, and we all had the formidable responsibility to make a tangible difference to our colleagues, friends and to …

Consumer Resistance To Green Innovations: Developing A New Scale And An Underlying Framework, Marius Claudy, Aidan O'Driscoll, Rosanna Garcia, Michael Mullen

Conference papers

The development and marketing of green innovations provide great potential to reduce carbon emissions, ease fossil fuel dependency and stabilize energy costs. The diffusion of many green innovations among consumers, however, remains low and they are often referred to as resistant innovations. Consumer resistance to green innovations is a generally under-researched area and empirical evidence is scarce. The objective of this study is therefore twofold. Building on recent advances in the literature, the study firstly aims to operationalize and empirically validate a measure of consumer resistance to green innovations. Secondly, the research aims to anchor this measure in a theoretically …

The Antecedents And Consequences Of Salesperson Deviance: A Question Of Fit, Mahmoud Darrat

Doctoral Dissertations

The linkages between salesperson-organization fit and salesperson deviance behaviors have not received adequate attention in the marketing literature. Salespeople can be viewed as either a tremendous asset for the realization of an organization's long term goals or as a potential threat to its overall success. This research addresses the importance of managing salesperson-organization fit in mitigating subsequent anti-normative behaviors. The study employs a conceptual model of sales-specific organizational congruence factors (work/nonwork demands fit, compensation structure fit, and values congruence) which drive salesperson deviance behaviors. The study examines how deviant behaviors are employed as a coping mechanism by salespeople who do …

Can The Presence Of Online Word Of Mouth Increase Product Sales?, Alanah Mitchell, Deepak Khazanchi

Information Systems and Quantitative Analysis Faculty Publications

The power and potential impact of online word of mouth has increased substantially. Consumers have come to accept and rely upon online word of mouth, so it is important to understand how it works and what kind of impact it has on online product sales. This article provides an assessment of this question through an analysis of sales and online word of mouth data from a multi-product e-commerce retail firm.

The Role Of The Ethical Brand And Its Effect On Industrial Buyers' Responses., Sulaiman Sulaiman

Student Works (2010-2019)

The main aim of the present study is to empirically test the ethical brand (EB) as a construct and to discuss about mediation impact – what is the most influencing result? Conceptually, the notion of the ethical brand has been established as a brand that considers responsibility toward its stakeholders. Definition the ethical brand is brand as a moral actor that is responsible toward social, economic and environment has the integrity to do the right thing and gives superior value to its stakeholders. The present study adds the concept of the ethical brand in a model to relate with company …

Forecasting Philippine Monthly Inflation Using Tramo/Seats, Cesar C. Rufino

DLSU Business & Economics Review

The study aims to explore the feasibility of adopting for inflation forecasting a sophisticated expert system normally used in routine outlier detection and deseasonalization of time series. Known as TRAMO/SEATS expert system, this twin program is a fully automatic procedure that extracts the trend-cycle, seasonal, irregular and certain transitory components of high frequency time series via the so-called ARIMA-model-based method. The results of the study reveal the feasibility of the use of the technique for routine inflation forecasting. The automatic model building capability of TRAMO/SEATS is exploited to arrive at an ex-ante model that has the ability to generate optimal …

Values Of Females And Males In The East And West: Are They Similar Or Different?, Arnel Onesimo O. Uy, Edward F. Murphy, Regina A. Greenwood

DLSU Business & Economics Review

Understanding whether cross-cultural values are similar or different has become more important in an increasingly global marketplace. Yet, few studies have explored cross-cultural sex-based value structures. This study examines the values of 5,134 male and female working adults in three Eastern nations (Japan, the Philippines, and Thailand) and three Western nations (United States, United Kingdom, and Iceland). For similarities, males and females more highly valued personal than social terminal values. For differences, males in the East more highly valued self-actualization/competence instrumental values. Females in both geographic groups placed higher importance on social terminal values than did males, supporting prior research.

Impact Of Hiked Prices Of Food And Basic Commodities On Poverty In Cambodia: Empirical Evidences From Cbms Five Villages, Try Sothearith, So Sovannarith

DLSU Business & Economics Review

The study on the impact of hiked prices of food and basic commodities on poverty is designed as a follow-up CBMS survey of 5 villages in a Northwest province of Cambodia. The hiked prices in Cambodia and in CBMS sites occurred when there were changes in demand and prices of petrol, food and other consumer goods at the international market. The rising prices have immediately resulted in food insecurity for many people and pushed small landholders into indebtedness and deteriorated the capacity of the poor to cope with any future shocks or crises. This requires a stronger social safety net …

Effects Of Rising Food And Oil Prices On Rural Households In Ghana: A Case Study Of Selected Communities In The Dangme West District Using The Cbms Approach, Felix A. Asante, Cynthia A. Tagoe, Alfred A. Boakye

DLSU Business & Economics Review

This study sought to examine the effects of rising food and oil prices on rural households in Ghana in relation to their food, access to healthcare and education, changes in their work situations, their financial management practices, and their recreational and leisure practices using three selected communities in the Dangme West district of the Greater Accra region – Dodowa, Ningo, and Prampram. A total of 300 households were interviewed. The households were divided concerning the issue of whether their standard of living was better, worse or had remained the same. In general, households that indicated they were worse off currently …