Business Commons^™

How Customer Engagement And Customer Participation Translate Across High-Involvement Purchases (Like Higher Education), Wendy Gillis, Douglas Johansen, Shiri D. Vivek

AMTP Proceedings 2019

Previous research suggested that customer participation resulted in greater customer satisfaction for the service provider. Specifically, earlier research differentiated Service Customer Engagement (CE) from Service Customer Participation (CP), where the former was ideation and the latter was practical application/execution. In other words, CE was more psychological, where customers think, feel, and trust. Conversely, CP was more behavioral, or physical, where customers act and do.

The point of this research is to translate previous learning to other high-involvement purchases. Research indicates that services high in credence, high contact, as well as high-involvement (Sharma and Patterson 1999) seem to be particularly relevant …

Diversity In Emerging Markets: The Case Of Latin American & The Caribbean, Neleen S. Leslie, Celia Mckoy, Everett Hyatt

AMTP Proceedings 2019

Latin America and the Caribbean encompasses over 40 countries in Central America, South America, and the Caribbean. Cultural influences in this region include Africa, the native groups, India, as well as the former colonizers from Europe - the British, Spanish, French, Dutch, and Portuguese, making it one of the most diverse markets in the world. Country populations within the region are also varied and range from as small as St. Kitts & Nevis with a population of only 52,175 to as large as Brazil with a population of 207,353,391, according to the CIA World Factbook (2017).

Despite lower incomes, the …

Customer Service In The It/Social Media Marketing Era: Reverting To A Zero-Sum Game, Jon Martin

AMTP Proceedings 2019

During the past 10-15 years marketers and consumers have increasingly pondered and discussed if customer service has improved or declined. During this time we’ve experienced the great marketing power of IT and social media but have also heard and/or shared many “horror stories” of poor customer service in a changing marketplace. Which is true? Has customer service declined, improved, and/or merely changed? The answer is simply, “YES - all of the above”. However, the key challenge, for both consumers and marketers, is not so much a “yea vs. nay” determination, but to better examine the what, why, and how of …

Does Media Mirror Reality? A Content Analysis Of Family Portrayal In Children's Advertising And Programming, Elise Johansen Harvey

AMTP Proceedings 2019

The purpose of this paper is to demonstrate the extent to which the portrayal of family in children's advertising and programming reflects changes in family structure in the U.S. Just as realistic representations of gender roles in advertising and the media have slowly become more common as gender roles have changed in society, so too should realistic representations of families become more mainstream in advertising and the media as the definition of family changes in society. The issue is especially important in the realm of children's advertising given children’s extensive television viewing. Children’s high exposure to media and advertising exposes …

Consumer Social Identity And Competition, Hyewon Park, Rajeev Tyagi

AMTP Proceedings 2019

Consumers belong to various social groups and their social identity plays an important role in their purchase decisions. By buying products that are associated with their social group, consumers can show who they are and which social group they belong to (e.g., iPhones rather than android phones for "cool" professionals, t-shirts with sports logos rather than with hipster logos for athletic teenagers, and Tesla rather than BMW for environmentally-conscious moms). Consuming a product identified with its social group yields a consumer a benefit in being able to show to both in-group and out-group consumers which group she belongs to. There …

Bridging The Gap Between Public Opinion Research And Consumer Marketing Research: Insights Into U.S. Shoppers Of Organic Foods, Marilena O. Vilceanu, Olivia Grasso, Kristine Johnson

AMTP Proceedings 2019

The primary goal of this study embraces Hughner and team’s (2007) directive to focus new research on the growing segment of occasional consumers of organic and natural foods, rather than limit the search for consumer insights to the small, elitist groups of deeply committed consumers. Research questions address the demographics, attitudinal, and behavioral characteristics that identify organic foods as a premium product. Primary recommendations for marketing practitioners include focusing on higher income consumers, especially married individuals, who live in highly populated areas; creating a pleasant shopping experience; promoting non-food related organic items, and investing in brand presence and salience.

Best Practices In Digital Content Marketing For Building University Brands, Julie M. Pharr

AMTP Proceedings 2019

This paper explores and proposes the use of digital content marketing as a means of brand-building for colleges and universities. The paper reviews and synthesizes literature on the state of the art in digital content marketing in order to identify best practices. Effective techniques, some based on empirical testing, are applied to the use of digital content marketing by higher education institutions.

“Tipping Required”: Development Of A Model To Understand Customer Reactions To Non-Voluntary Tipping Systems, Ismail Karabas, Jeff Joireman

AMTP Proceedings 2019

This paper examines customer response to non-voluntary tipping systems as an emerging trend in the servicescape. A non-voluntary tipping system is a form of service inclusive pricing (e.g., increasing menu prices, automatically charging a percentage of tip on the final bill regardless of table size). Across four experiments, results suggest that non-voluntary tipping leads to higher customer anger than voluntary tipping, which leads to lower return intentions. The results also show a larger difference in customer response (customer anger, return intentions) to non-voluntary and voluntary tipping systems under high service quality than low service quality. The mediating role of the …

“Not So Fast! Let’S Find Your Optimal Delivery Time!”: The Impact Of Delivery Time On Retailer Profit In A Heterogeneous Market, Saman Modiri, Scott Fay

AMTP Proceedings 2019

In order to make online shopping more attractive to consumers, many retailers have endeavored to reduce the time between when an order is placed and when it is received. The cost of delivery and logistical challenges are obvious impediments to faster delivery. In this paper, we examine how other factors, including the presence of physical channels and consumer heterogeneity (in shopping preferences and product valuations), impact the optimal delivery time. To isolate the effects of these alternative factors, we ask whether faster delivery is always profitable even if it is costless to the firm and if there is no logistical …

Analyzing True Loyalty In The Middle Eastern Market: Brand Preference And Brand Insistence, Larry P. Pleshko, Richard A. Heiens

AMTP Proceedings 2019

The purpose of this study was to investigate loyalty profiles in among consumers of western-style coffee shops within the emerging market of Kuwait. The loyalty profiles were developed based on the typology presented by Dick & Basu (1994), where buyers can be truly loyal, spuriously loyal, latently loyal, or not loyal to a specific brand. Added to these four loyalty types are the inclusion of two specific true loyalty categories, preferent true loyalty and insistent true loyalty. The study presents evidence that a large proportion of customers fall into the true loyalty category. However, only about five percent of the …

Investigating The Effects Of Personalization On Brand Love: A Study Of Facebook, Trang P. Tran

AMTP Proceedings 2019

This paper investigates how personalized advertising affects customer brand relationship in social media. In particular, this paper develops and tests a conceptual model that captures the impact of perceived personalization on customer brand relationship through an online survey where respondents are free to describe a personalized ad they see on their Facebook.

Eight hypotheses are developed and tested using PLS-SEM. The results show that all hypotheses are accepted except for Hypothesis 7 (the effect of self-expressive brands on brand love). More specifically, the findings confirm that personalized advertising has an impact on consumer perceptions of a brand. Stated differently, as …

To Link Or Not To Link? Multiple Team Membership And Unit Performance, Eean R. Crawford, Cody J. Reeves, Greg L. Stewart, Stacy L. Astrove

Faculty Publications

Multiple team membership is common in today’s team-based organizations, but little is known about its relationship with collective effectiveness across teams. We adopted a microfoundations framework utilizing existing individual- and team-level research to develop a higher-level perspective on multiple team membership’s relationship with performance of entire units of teams. We tested our predictions with data collected from 849 primary care units of the Veterans Health Administration serving over 4.2 million patients. In this context, we found multiple team membership is negatively associated with unit performance, and this negative relationship is exacerbated by task complexity.

Time For A Marketing Curriculum Overhaul: Developing A Digital-First Approach, Andrew Rohm, Julian Saint Clair

Marketing & Business Law Faculty Works

Academic programs and educators face numerous challenges related to teaching digital marketing. Today, the world of marketing is digital and marketing programs have struggled to maintain pace with the changes influencing marketing practice. The authors describe the M-School program at Loyola Marymount University, a program developed to address this challenge by placing digital marketing at the center of the curriculum. Through experiential learning and project-based learning, M-School courses expose students to real-life challenges involving ways in which companies and organizations generate consumer awareness, demand, and value given the significant digital shifts taking place in technology and consumer behavior. The authors …

Subsistence Marketplaces: Challenges And Opportunities, Madhu Viswanathan

Marketing & Business Law Faculty Works

This introductory article is a biennial exercise to reflect on the stream of subsistence marketplaces as a prelude to the special section on this topic following the Sixth Subsistence Marketplaces Conference in 2016. The call for papers was not restricted to conference presentations. At the end of the review process, the special section contained four articles spanning a diverse set of topics. The authors provide an overview of the subsistence marketplaces stream and a background of the conference series. This is followed by a brief introduction to the special issue. They then discuss the what, how, and why for past …

Implementation Of Social Innovations In Subsistence Marketplaces: A Facilitated Institutional Change Process Model, Madhu Viswanathan

Marketing & Business Law Faculty Works

Implementation of social innovations in subsistence marketplaces often fails as a result of not bringing about institutional change. In this article, we study the process through which social enterprises facilitate local communities in effecting the process of institutional change as they introduce social innovations. Analyzing rich ethnographic data from 19 social enterprises, we develop the process of “facilitated institutional work” for implementing social innovation. We present a process model for implementing social innovation with four distinct stages involving social enterprises—(1) legitimating themselves within local communities, (2) disrupting aspects of the local institutional environment, (3) helping re-envision institutional norms or practices, …

Sherwin-Williams Research Report, Chase Edwards, Krista Mathis, Savannah Frase, Madeline Connolly, Charles Howe

Williams Honors College, Honors Research Projects

The overall purpose of this research is to gather information from a variety of different sources regarding recruitment and retention strategies. After gathering this information, the findings will be applied to The Sherwin-Williams Company in order to provide them with strategies on how to increase both retention and recruitment efforts in their organization. While there is no universal secret to better recruitment, the findings may transfer to a variety of different solutions.

The study was designed to cover a variety of different generations that companies can pull from. Primarily, baby boomer, generation X, and generation Y were taken into account. …

Strategic Recommendations For Sherwin Williams, Alysha Blanchard, Cara Crookston, Jacob Kaut, Lucas Colantoni, Lillyanne Sweitzer

Williams Honors College, Honors Research Projects

Our project objective was to provide Sherwin Williams with a comprehensive and well researched recommendation to aid recruitment efforts for their Management Trainee Program, as well as increase employee retention. Our team’s primary research was centered around benchmarking Sherwin Williams’ business related practices with those of similar retail companies and employees. Specifically, the research was focused on company culture, training and support, employee referrals, and treatment of part-time employees of the different organizations. To complete the benchmarking effectively, our team created two variations of a survey design to capture the necessary feedback and data. After analyzing our primary research and …

The Effect Of Behavioral Traits And Background On Engineering Students’ Decision-Making Process Compared To Business Students, Joe Scott

Williams Honors College, Honors Research Projects

This paper looks to narrow down the reasons that students undertake new credentials, specifically in sales fields. With a focus on character traits and upbringing, the goal is to ensure that there is a better understanding of the reasons that people undertake these credentials. The different benefits of credentials will be analyzed to determine the most influential reason that people would be willing to move forward. The combination of these factors will be used to provide recommendations of the best way to reach and influence the decision of the engineering students.

Consumer Perceptions Of Brand Mention In Magazines By Level Of Involvement, Charles J. Quigley, Sharmin Attaran, Elaine M. Notarantonio

Marketing Department Faculty Journal Articles

Consumer perceptions of different methods of information delivery in magazines were studied. Three information delivery methods (advertisements, advertorials, editorials) and two types of consumer products (high involvement, low involvement) were used to evaluate reader perceptions of selling intent, source credibility, and purchase intention. Significant differences between high and low involvement products and between editorials, advertorials, and advertisements in perceived selling intent, perceived credibility, and purchase intention were found. Gender and prior knowledge of the product were also significant. Implications for marketers and policy-makers are also discussed

Yeats’S Legacy And Literary Tourism: A Study Of The Yeats Winter School In Sligo, Mary Mcguckin

Irish Business Journal

Literary tourism is of increasing importance within the field of cultural and heritage tourism yet remains under-represented in academic literature. Smith, et al. (2010, p. 108) define it as a “tourism activity motivated by interest in an author, a literary creation or setting, or the literary heritage of a destination”. The typical profile of a literary tourist is that of a well- educated holidaymaker who is seeking an authentic experience, may have heard about the place’s linkage with a writer but may not have high levels of knowledge about the actual work of the writer. The socio-economic characteristics of literary …

A Strategic Approach To Amplifying An Experiential Event Using Social Currency To Reach A Mass Audience, Holly Barry, Rose Leahy, Pio Fenton

Dept. of Marketing & International Business Conference Material

Given the rise in popularity in the use of experiential marketing (Moderne Communications, 2014), it is timely to establish from the marketing practitioners’ perspective, the strategic approach necessary to amplify experiential events using social currency to reach a mass audience in the FMCG sector. By introducing the FMCG marketer’s perspective into the discussion on experiential event marketing, this research offers an insight into how brands are activating this marketing activity. Based on the analysis of interviews profiling fifty brands in the FMCG sector, preliminary findings suggest that the success of an amplification strategy for an experiential event in FMCG markets, …

How Does The Thai Stock Market Respond To Monetary And Fiscal Policy Shocks?, Suthawan Prukumpai, Yuthana Sethapramote

DLSU Business & Economics Review

This study examines the impacts of monetary and fiscal policy on the Thai stock market using the structural vector autoregressive (SVAR) model. In addition to the data on the market aggregate level, we also consider the response of stock prices at the sectoral level. The empirical results show that the Thai stock market significantly responds to both monetary policy and fiscal policy. However, monetary policy has stronger effects on both real output and stock prices than those of fiscal policy. Fiscal policy shocks affect the stock market only for the next two to three quarters. In addition, sector indices wereused …

Legal Setbacks, Disbursement Sudden Stops, And Fiscal Stimulus: An Empirical Characterization Of A Recent Philippine Fiscal Experience, Lawrence B. Dacuycuy, Mariel Monica R. Sauler

DLSU Business & Economics Review

Recognizing the importance of expanding fiscal spending programs and improving disbursement rates, the Aquino administration implemented the Disbursement Acceleration Program (DAP) in 2011. Acting as a fiscal stimulus but packing a fiscal surprise, the program has reportedly succeeded in improving fiscal expenditure performance until the Supreme Court stopped it based on constitutional grounds. While there were official claims that it was effective in spurring growth, no study has been offered to investigate plausible mechanisms leading to expansions in output. This study proposes the use ofa dynamic stochastic general equilibrium (DSGE)model to stochastically simulate and compute simple fiscal multipliers to understand …

Time-Varying Weather Effects On Thai Government Bond Returns, Anya Khanthavit

DLSU Business & Economics Review

This study proposed a state-space model that allows time-varying weather effects on asset returns. It resolves the model misspecification of the unrealistic, fixed effect assumption commonly made by previous weather studies. The model was applied to examine the weather effects on Thai government bond returns from July 2, 2001, to December 30, 2015. Kalman filtering was used in the estimation. The study found that the weather effects were time-varying. They were wandering in the early sample period but disappearing in the later period. The effects were not co-integrated with the market’s inefficiency levels.

Innovation Vs Privacy, Jessica Gallucci

Honors College Theses

No abstract provided.

Funding A Feature: Creating A Film Business Plan, Jordan C. Hunt

Senior Honors Theses

Every film, from the smallest indie to the biggest studio blockbuster, must be funded, and all investors who finance a movie expect that the movie will give them a return on their investment. In order to seek funding, many filmmakers create a business plan to present to potential investors. Beginning with the film industry as a whole, this paper will define a specific target audience and distribution plan for one film in order to create a business plan. The film, titled Intertwined, is an independent low budget family drama that will primarily raise funds through equity investors. This is …

An Empirical Study Of Service Recovery Quality And Customer Retention, Kristen Bell Detienne, Joan Westwood

Faculty Publications

This article proposes and empirically tests an original model of service recovery. Customer loyalty significantly impacts a company’s profitability. Customer satisfaction influences customer loyalty, and perceived recovery quality affects satisfaction. Surveys were mailed to 1,476 customers of a large financial services firm. This study examined how customers’ perceptions of the quality of service recovery efforts differs among customer groups. Customer groups were formed according to differing levels of post-recovery customer loyalty in order to study the impact of perceived service recovery quality on customer loyalty. The results of the study indicate that high- and low-loyalty customer groups differ in their …

Twenty Questions About Design Behavior For Sustainability, Michal Strahilevitz, Additional Author(S)

School of Economics and Business Administration Faculty Works

No abstract provided.

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Are Filipino Smokers More Sensitive To Cigarette Prices Due To The Sin Tax Reform Law?: A Difference-In-Difference Analysis, Myrna S. Austria, Jesson A. Pagaduan

DLSU Business & Economics Review

Employing a two-part estimation model using the Family Income Expenditure Survey before (2009) and after (2015) the tax reform, our study assessed the impact of the Philippine Sin Tax Reform Act (2012) on cigarette consumption and the responsiveness of cigarette consumption to price changes. The results are consistent with existing studies that cigarette consumption is price inelastic. The demand, however, has become less inelastic in the Philippines over the period 2009 to 2015, indicating a more responsive cigarette demand to price increases. Of the total effect of cigarette price increase on demand, the decrease in consumption by smokers (smoking intensity) …