Business Commons^™

Psychological Contract Breach And Customer Satisfaction: A Study Of Online Shopping, Hua Chang, Lingling Zhang

AMTP Proceedings 2018

Online shopping is becoming increasingly popular among customers in recent years. It offers customers numerous advantages and benefits, such as convenience in terms of time and place, better prices, and a variety of options. However, the number of customers who complain about online shopping is also increasing. Therefore, it is important for online retailers to better understand how customers respond to failures in customers’ online shopping.

Prior research on service failures and customer complaints has largely used expectation-dissatisfaction model to explain the phenomenon (e.g., McCollough, Berry, and Yadav 2000) and suggests approaches to address customer complaints (e.g., Hess, Ganesan, and …

The Influence Of Consumer Habits In The Customer Journey: How The Habit Loop Can Change The Game, Charla F. Brown

AMTP Proceedings 2018

The role of consumer habit can be an undervalued predictor of purchase behavior. Habit literature gleans from psychology that the simple influence of a habit in relation to purchase behavior can be an ingrained act. Facets of habit literature recognize the driving influence of habits in consumer decision making, but there remains a disconnect between habit perpetuation and a marketer’s ability to influence it. What is often overlooked is the automatic response involved in the customer’s decision-making process. While there is intense focus in marketing curricula on consumer behavioral marketing, the extent of habit’s impact on consumer purchase decisions can …

Why I Purchase What I See On Facebook: Comparing The Impact Of Electronic Word-Of-Mouth Between Hispanic And Non-Hispanic Consumers, Nivia Escobar, Sindy Chapa

AMTP Proceedings 2018

This study aims to explore the role of the adoption and consumption of Facebook on Electronic Word-Of-Mouth (eWOM) among Hispanics versus African Americans, Asians, and Non-Hispanics Whites in the United States, whilst exploring the impact of attitudes towards eWOM on the likelihood to purchase something because of the “Likes” on Facebook. A national panel was used to collect the data and an ANOVA test was conducted to test the hypotheses. The results indicated Non-Hispanic White consumers were significantly less likely to use WOM than Hispanic, African Americans and Asians. Overall, Hispanics were found to be more likely than any other …

#Fomo: How The Fear Of Missing Out Drives Consumer Purchase Decisions, Michelle Van Solt, Jessica Rixom, Kimberly Taylor

AMTP Proceedings 2018

The fear of missing out (FOMO), defined as “a pervasive apprehension that others may be having rewarding experiences from which one is absent” (Przybylski et al., 2013), has been seen as a motivator for individuals to take action. This paper focuses on consumers’ experiential purchase decisions motivated by FOMO. More specifically, we explore the situational factors that can lead to higher levels of FOMO including the social group (i.e., close vs. distant) and type of experiences (i.e., ordinary vs. extraordinary). We also distinguish FOMO from anticipated regret. Given that there is little empirical consumer research on FOMO, it is important …

Gender And Cybersecurity: Consumer Awareness, Experience And Trust, M. Olguta Vilceanu, Kristine Johnson

AMTP Proceedings 2018

In light of the growing epidemic of cyberattacks, it is important to understand how different groups within the general population connect information with attitudes and behaviors. Internet transactions become less of an option and more of a requirement for consumers and the workforce. This study explored the connection between awareness, experience, and trust with the goal of identifying communication strategies that will ultimately steer consumers toward healthy cyberbehaviors. Consumer trust in government and business organizations is the desired status quo for everyone. Awareness and experience are important modifying factors and both are addressable through strategic consumer communication campaigns. Understanding the …

Understanding A Mechanism To Enhance Perceived Quality And Brand Loyalty In Social Media: The Role Of Personalizatio, Tyler Shanahan, Trang P. Tran

AMTP Proceedings 2018

A growing number of researchers have examined the effects of personalized advertising in traditional media, but little has been developed to examine the effects of a personalized ad of a brand on social media (i.e., Facebook). The primary objectives of this research are (1) to develop a comprehensive model detailing the role personalization plays in the development of consumer perception about a specific brand; (2) test the hypothesized relationships via online survey and (3) understand the effects of personalized messages as it relates to consumer purchasing behaviours related to a particular brand. The model is tested using data collected from …

Beyond Higher Ed Marketing: Unsanctioned User Generated Conten, Jordan Salvador, Lindsay R.L. Larson

AMTP Proceedings 2018

The impact of User Generated Content (UGC) on higher-education marketing is an entirely untouched area of marketing research, therefore the current study aims to better understand how widely disseminated this content is among students, how they perceive this content and its impact upon their university, as well as what kinds of students are drawn to participate in and consume this content. A sample of 238 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, the reasons for their interest in this content, and the ways in which it may effect …

There’S Never Enough: A Taxonomy Of Online Retail Scarcity Cues, Tyler Hancock, Jennifer L. Stevens, Stacie F. Waites

AMTP Proceedings 2018

E-commerce continues to change the landscape of modern retail. Consider for instance that the majority of consumers (81%) now begin the decision making process with online searches (Morrison, 2014). Not only are more people researching products online, but consumers are increasingly purchasing those products online as well. This past November, the United States experienced its biggest online shopping day in history (Peterson, 2017). A record $6.59 billion was spent shopping online during Cyber Monday, a figure that is up 17% from 2016 (Rubin, 2017). Of course, perceived scarcity fuels the thrill of the hunt contributing to these enormous expenditures. A …

Sports Marketing Field Trips: Student Expectations, Perceived Benefits, And Proactivity, Sam Fullerton, Tammy Mccullough, Robert Twells

AMTP Proceedings 2018

A sample of 191 sports marketing students responded to a survey that focused on issues germane to attending sports marketing field trips. The results indicate that there is an understanding that these types of events are important to those seeking a career in the sports marketing industry. This study examines expectations on the part of two segments: students who attended at least one event and students who attended none of the five field trips scheduled for the 2016-17 academic year. The results indicate that the primary reason students did not attend is a scheduling conflict. It also delineates the benefits …

Virtual Reality, A New Channel In Sports Consumption, Ania Izabela Rynarzewska, Steven Mcclung

AMTP Proceedings 2018

The purpose of this study is (1) to determine factors that affect virtual reality adoption by sports fans, and (2) to evaluate consumer expectations related to the introduction of virtual reality. Based on the Technology Acceptance Model, modified for the purpose of this study, it was predicted that sports related information consumption via different media will affect consumer expectations of sports related information accessibility after adoption. Further, attitudes toward virtual reality were predicted to positively affect the likelihood of adoption. Results suggest that attitude toward virtual reality, frequency of sports related information consumption, and expected improvements to information consumption after …

Indoor Sport Facility Feasibility Study: Assessment, Value And Demand, Mark Lyberger, Laurence M. Mccarthy, Brian H. Yim

AMTP Proceedings 2018

A sport management organization proposed to build an indoor sport facility in a town close to a major urban area. The potential investors and stakeholders required that a feasibility study be conducted before an investment decision was made. The study examined the proposed facility through a traditional economic feasibility study and a market analysis to understand the market, possible future market demands, and potential growth opportunities. Included in the study are the key components and data analysis which led to a positive investment report.

Comic Relief: The Impact Of Humorous Response In Service Recovery On Brand Perceptions, Lindsay R.L. Larson, Hyunju Shin

AMTP Proceedings 2018

While the use of humor appeals has been long researched in the area of advertisement, its role in service recovery is all but non-existent. Using humor during a time of service failure could help a firm diffuse tension with the surprise of eliciting a laugh; however it could also backfire and be perceived as inappropriate. The current study investigates the potential for humor to be utilized in responding to a service failure scenario, and the moderating role of individual differences in need for humor. In a scenario-based experiment, 183 participants were exposed to either a humorous or non-humorous email from …

Barnes & Noble: Business Analysis, Wendy Gregory

Undergraduate Theses, Professional Papers, and Capstone Artifacts

This thesis identifies how to conduct a Business Analysis. The publicly traded company for this project is Barnes & Noble.

Strategies To Attract And Retain Customers For U.S. Private Country Clubs, Lisa Marie Burnside

Walden Dissertations and Doctoral Studies

The decline in the number of customers in the private country club (PCC) industry in the United States is causing a reduction of revenues, which inhibits the sustainability of the clubs. The purpose of this multiple case study was to explore marketing innovation strategies (MIS) that Arizona PCC managers used to attract and retain customers successfully. Relationship marketing theory was the conceptual framework; key constructs of the theory include customer loyalty, service quality, experience satisfaction, trust, and communication. The study explored successful MIS that PCC managers have used to attract and retain customers to prevent closure. Participants consisted of 1 …

Market-Entry Strategies Of Startup Owners, Evgeny Tsaplin

Walden Dissertations and Doctoral Studies

Russia's startups fail at high rates. The purpose of this multiple case study was to understand the market-entry strategies used by accelerated startup managers to succeed in business longer than the first 3 years. The target population for this study was 3 startup owners who completed an acceleration program from the Internet Initiatives Development Fund and continued to operate businesses that generated revenue. The participants in the study were located in 3 different cities in Russia: Moscow, Saint Petersburg, and Tomsk. The conceptual framework for the study was Raheem and Akhuemonkhan's theory of enterprise development and von Bertalanffy's general system …

Digital Fundraising Strategies For Nonprofit Marketing Leaders In International Markets, John Basco

Walden Dissertations and Doctoral Studies

Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing …

Delighted Or Outraged? Uncovering Key Drivers Of Exceedingly Positive And Negative Theme Park Guest Experience, Edwin Torres, Ady Milman, Soona Park

Faculty Scholarship and Creative Works

Purpose

Despite multiple studies of customer delight in various service industries, limited research exists in the hedonically driven theme park context. The purpose of this paper is to explore the key drivers of customer delight and outrage in theme parks by analyzing TripAdvisor’s comments from visitors to the top 20 North American theme parks.

Design/methodology/approach

Following the analysis of thousands of extremely positive and negative comments using MAXQDA qualitative software, keywords drivers of delight and outrage were identified. The researchers applied both thematic and root cause in order to ascertain the sources leading to both positive and negative consumer feedback. …

Examining Outcomes Of Marketing Actions From Customer, Investor, And Operational Perspectives, Leon Gim Lim

Dissertations and Theses Collection (Open Access)

This dissertation examines the impact of three distinct marketing actions from three different perspectives, i.e., customer, investor, and operational. Specifically, the first essay examines investors’ evaluation of firms’ price-increase preannouncements, thereby responding to recent calls for exploring investors’ evaluation of a firm’s pricing actions which have been predominantly examined from consumers’ perspective. The second essay adopts an operations lens to present the first empirical examination about the impact of customer satisfaction on the future costs of selling and producing for a firm. The essay, therefore, is of direct importance to CEOs as they consider costs as their top priority. In …

Essays On The Determinants Of Success Of Crowdfunding Projects, Yee Heng Tan

Dissertations and Theses Collection (Open Access)

Crowdfunding is a method of raising funds to support a venture, typically by raising small amounts from a large number of investors (backers or patrons). This whole process is conducted on an online platform that facilitates interactions between project creators and potential contributors. We explore in the dissertation, the determinants of the success of crowdfunding projects. The first essay, using data from Kickstarter (the leading crowdfunding platform), explores how backers to a project are interconnected with other backers through their backing of common projects thus forming an implicit backer network. We find that backers that are in central positions within …

Fifty Shades Of Day - The Varied And Incomplete Meanings Of Marketing Capabilities, Gregory J. Tanguay

Theses and Dissertations (Comprehensive)

Capabilities theories have been the subject of robust research efforts since being bridged into the Marketing domain from the organizational strategy literature approximately 25 years ago. While much empirical work has been performed to establish and clarify the relationships between marketing capabilities and firm performance, little work has been done in the ensuing period to describe and clarify the construct itself in the period ensuing its introduction to the marketing domain.

This has led to a large yet unchanging body of research founded upon a relatively vague construct. Marketing capabilities theory offers the domain an interesting means to explain marketing’s …

Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan

Walden Dissertations and Doctoral Studies

Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies …

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Strategic Position Of Bond Markets In Asean-5: Challenges And Directions For Development, Sorasart Sukcharoensin

DLSU Business & Economics Review

This study compares and analyzes the strategic position of bond markets in ASEAN-5 countries using the Strategic Position and Action Evaluation matrix approach as a diagnostic tool. The results reveal that the bond markets in Malaysia, Singapore, and Thailand are in an aggressive posture, whereas the bond market in the Philippines is in the conservative position and the Indonesian bond market is the one in a defensive posture. The current strategic position of each bond market, together with scores in each dimension, helps identify key prospects and challenges that could considerably affect strategic development of bond markets in the region.

Ownership Structure And Stock Return Asymmetries In Asean-5 Stock Markets: A Firm-Level Analysis, Sorasart Sukcharoensin, Pariyada Sukcharoensin

DLSU Business & Economics Review

This paper explores the relationship between ownership structure and the skewness in the stock return distribution among ASEAN-5 equity markets, including Indonesia, Malaysia, the Philippines, Singapore, and Thailand during 2007–2015. This study adds to the existing literatures that ownership structure can explain skewness of the stock returns. The empirical results reveal that stock returns in ASEAN-5 markets present asymmetric distribution. Further, by employing firm-level data, the results show that ownership structure, cumulative daily stock returns, firm size, and market-to-book ratio significantly affect future skewness of the stock returns.

Inflation And Public Debt Dynamics In Asean, Yuthana Sethapramote, Athakrit Thepmongkol

DLSU Business & Economics Review

This paper studies how inflation affects the debt dynamics focusing on six ASEAN countries: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Using projection data, we perform simulations of debt dynamics under various inflation policies. It results that Vietnam has the highest ability of inflating debt, while the Philippines is lastly ranked. Moreover, the optimal inflation rate for each member country and also the common policy rate for ASEAN integration are calculated under additional debt management motive. We found that if the ASEAN happened to use the common inflation policy rate, Malaysia and the Philippines would not be much affected …

Regime-Switching Business Cycle Synchronization In The Asean, Yuthana Sethapramote, Athakrit Thepmongkol

DLSU Business & Economics Review

This paper investigates patterns of business cycle synchronization and analyzes the underlying common factors in six ASEAN countries, that is, Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. Two important findings result. First, according to resulting regime probabilities calculated from the Markov-switching model, Singapore is not synchronized with other ASEAN members, while Indonesia, Malaysia, and the Philippines are highly correlated. Second, according to the principal component analysis, we find that the world’s import value growth, the output growth of China, and the capital flow of Singapore are most likely to account for 88% of variation in probabilities of the ASEAN …

Compliance Theory: A Case Study Approach In Understanding Organizational Commitment, Nelson J. Celis

DLSU Business & Economics Review

The Electronic Commerce (e-Commerce) Act of 2000 or Republic Act (RA) No. 8792 mandates all government agencies to transact business and perform government functions using electronic documents within two years from the date of its effectivity in June 2000. Unfortunately, only a handful of government agencies were ready to implement the said law in the year 2002 despite the availability of applicable information technology (IT) resources and appropriated budget. After 17 years, there is considerable improvement in the compliance with the said law, though there are still non-compliances of government offices that could not manage to be at par with …

Determinants Of Earnings Management Choice Among Publicly Listed Industrial Firms In The Philippines, Cynthia P. Cudia, Aeson Luiz C. Dela Cruz

DLSU Business & Economics Review

Earnings management involves the use of acceptable accounting rules and procedures as well as circumventing business activities to achieve desired ends. In the literature, earnings management through discretionary accruals has always been associated with an opportunistic motive to mislead various stakeholders about a business’ financial performance to the advantage of owners and managers. However, the literature presented two possible motives behind earnings management, namely: an opportunistic, a self-serving perspective which mirrors the agency problem; and an efficient motive which utilizes earnings management as a signalling mechanism to send signals about the firm to its stakeholders. In this paper, we investigate …

Predictors Of Humanistic Sustainability Hrm Practices, Ana Liza Asis-Castro, Divina M. Edralin

DLSU Business & Economics Review

We determined and compared the degree of implementation of humanistic sustainability human resource management (HRM) practices. We analyzed which among the firm demographics, such as the number of years of operation, size, and type of ownership, is its significant predictor. Based on the Motivations of Humanistic “Sustain Ability” framework where the HRM practices were rooted, we used the descriptive, correlational, and causal research designs to analyze the 137 samples responses of various companies who participated in the survey. Our results showed that Philippine companies were moderately implementing humanistic sustainability HRM practices. It also indicated that those that were registered as …

Analysis Of Food Demand Elasticity Of Rice For The Poor In Aceh, Indonesia: An Almost Ideal Demand System Approach, -- Suriani, Diana Sapha A.H, Cut Zakia Rizki

DLSU Business & Economics Review

The purpose of this study is to empirically explore the effect of rice for the poor (Raskin) or subsidized rice consumption on the food demands elasticity of poor households. The study utilizes the primary data collected in 2015 based on the purposive sampling method for establishing the homogeneity characteristics of Raskin beneficiary’s households. An Almost Ideal Demand System approach is adopted to measure the proportion of food commodities expenditure of the poor and the demand elasticity as well as their responses to the income elasticity. Additionally, the correlation analysis is utilized to investigate the relationship between the selected socioeconomic variables …