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Articles 31 - 34 of 34
Full-Text Articles in Business
Margin Variance Analysis For Informing Customer Engagement Strategy, Timothy J. Smith
Margin Variance Analysis For Informing Customer Engagement Strategy, Timothy J. Smith
Association of Marketing Theory and Practice Proceedings 2023
A margin variance analysis measures the sources of difference in gross margins between pieces of business within a larger set of business. When the piece of business is defined as the the total sales to an individual customer over a period of time, sales and marketing managers can use this analysis to define customer specific engagement strategies to improve customer profitability. In this paper, we clarify how customer engagement strategies can be driven by a margin variance analysis, provide derivations of two equally-valid forms of a simple customer margin variance analysis, and demonstrate the margin variance analysis and the development …
Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur
Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur
Association of Marketing Theory and Practice Proceedings 2023
Existing literature identifies the role of customers in promoting a brand on social media and in providing recommendations to others customers based on their own experiences with the brand. The recent focus on using social media has led to most firms becoming effective in using social media to develop customer communities, becoming content providers unlike traditional advertisers, and focusing on conversing with consumers rather than directing marketing messages at them (Barwise and Meehan, 2010). In this research, we conceptualize social media equity as comprising of a brand’s associations with customers on social media, quality perceptions of the retailer brand on …
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 …
Lohasian’S Cryptocurrency Adoption: Technology Acceptance Model In The Extended Theory Of Planned Behavior, Sooyeon Choi
Lohasian’S Cryptocurrency Adoption: Technology Acceptance Model In The Extended Theory Of Planned Behavior, Sooyeon Choi
Association of Marketing Theory and Practice Proceedings 2023
Economic growth is being fueled by the widespread acceptance of cryptocurrencies in numerous industries. LOHAS (Lifestyle of Health and Sustainability) is a growing consumer group that is concerned with sustainability and well-being. They are early adopters who look for the most recent data and cutting-edge technologies. LOHAS consumers frequently embrace and test new products early than their relatives or friends. Despite the fact that LOHAS consumers tend to be tech-savvy, empirical studies that look at LOHASians' adoption of technology have, as far as the author is aware, never been done. In light of this, this study investigates the psychological processes …