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Everyday Advertising Context: An Ethnography Of Advertising Response In The Family Living Room, Laknath Jayasinghe, Mark Ritson
Everyday Advertising Context: An Ethnography Of Advertising Response In The Family Living Room, Laknath Jayasinghe, Mark Ritson
Laknath Jayasinghe
Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising audiences. To help restore this theoretical imbalance an ethnographic study was conducted in eight Australian homes to explore the influence of everyday viewing contexts on advertising audiences. This article examines how the everyday advertising contexts of social interaction, viewing space, media technology use, and time impact consumer responses to television advertising texts. Advertising viewing behavior in the family living room is framed within broader …
Evaluation Of Malaysian Retail Service Quality, Mohd Roslan Mohd Nor, Zalina Ibrahim, Linda Dana, Ahmad Faisal Mahdi, Mohamad Zaid Mohd Zin, Mohd Anuar Ramli
Evaluation Of Malaysian Retail Service Quality, Mohd Roslan Mohd Nor, Zalina Ibrahim, Linda Dana, Ahmad Faisal Mahdi, Mohamad Zaid Mohd Zin, Mohd Anuar Ramli
Mohd Roslan Mohd Nor
In retailing different requirement of service quality in product or services environment required. Some of the retail stores have lack on service quality whereas the salesperson is not well trained, unknowledgeable and rude. This study aims to evaluate the retail service quality from a supermarket in Kuching, Malaysia and sets out to determine what influence customers to shop. This research looks at the five dimensions of retail service quality: the physical aspect, reliability, personal interaction, problem solving and policy. A survey of 200 respondents was conducted and reliability test is measured to represent the dimensions whereas regression test and Pearson …