การวจยเชงคณภาพ เปนเครองมอสำคญอยางหนงสำหรบทำความเขาใจสงคมและพฤตกรรมมนษย การวจยแบบการสรางทฤษฎจากขอมล กเปนหนงในหลายระเบยบวธการวจยเชงคณภาพทกำลงไดรบความสนใจ และเปนทนยมเพมสงขนเรอยๆ จากนกวชาการ และนกวจยในสาขาสงคมศาสตร และศาสตรอนๆ เชน พฤตกรรมศาสตร สงคมวทยา สาธารณสขศาสตร พยาบาลศาสตร จตวทยาสงคม ศกษาศาสตร รฐศาสตร และสารสนเทศศกษา ดงนน หนงสอเรอง “ConstructingGrounded Theory: A Practical Guide through Qualitative Analysis” หรอ “การสรางทฤษฎจากขอมล:แนวทางการปฏบตผานการวเคราะหเชงคณภาพ” จะชวยใหผอานมความรความเขาใจถงพฒนาการของปฏบตการวจยแบบสรางทฤษฎจากขอมล ตลอดจนแนวทาง และกระบวนการปฏบตการวจยอยางเปนระบบ จงเปนหนงสอทควรคาแกการอานโดยเฉพาะนกวจยรนใหม เพอเปนแนวทางในการนำความรความเขาใจไประยกตในงานวจยของตน อกทงนกวจยผเชยวชาญสามารถอานเพอขยายมโนทศนดานวจยใหกวางขวางขน

Constructing Grounded Theory: A Practical Guide through Qualitative Analysis

Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results. To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic framework. Although the fundamental premise that RM positively affects performance is well supported, many of the authors' findings have significant implications for research and practice. Relationship investment has a large direct effect on seller objective performance, which implies that additional meditated pathways may explain the impact of RM on performance. Objective performance is influenced most by relationship quality (a composite measure of relationship strength) and least by commitment. The results suggest also that RM is more effective when relationships are more critical to customers (e.g., service offerings, channel exchanges, business markets) and built with an individual person rather than a selling firm (which partially explains the mixed effects between RM and performance reported in previous studies).

https://papers.ssrn.com/sol3/Delivery.cfm?abstractid=904647

Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis

Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic framework Although the fundamental premise that RM positively affects performance is well supported, many of the authors’ findings have significant implications for research and practice Relationship investment has a large, direct effect on seller objective performance, which implies that additional meditated pathways may explain the impact of RM on performance Objective performance is influenced most by relationship quality (a composite measure of relationship strength) and least by commitment The results also suggest that RM is more effective when relationships are more critical to customers (eg, service offerings, channel exchanges, business markets) and when relationships are built with an individual person rather than a selling firm (which partially explains the mixed effects between RM and performance reported in previous studies)

/pdf/factors-influencing-the-effectiveness-of-relationship-55gyw4wd56.pdf

This article compiles results from a century of social psychological research, more than 25,000 studies of 8 million people. A large number of social psychological conclusions are listed alongside meta-analytic information about the magnitude and variability of the corresponding effects. References to 322 meta-analyses of social psychological phenomena are presented, as well as statistical effect-size summaries. Analyses reveal that social psychological effects typically yield a value of r equal to .21 and that, in the typical research literature, effects vary from study to study in ways that produce a standard deviation in r of .15. Uses, limitations, and implications of this large-scale compilation are noted. In 1898 Norman Triplett published an early experiment in social psychology, about an effect of the presence of others on task performance. In the 100 years since Triplett’s investigation, many social psychological effects have been documented. The current article summarizes the best established of these findings, with data from more than 25,000 research studies and 8 million people. Our goal is to quantify the magnitude and variability of social psychological effects. We begin by considering previous summaries of social psychology, note some unresolved issues, and review developments that permit a century of scholarly work to be quantitatively described. For present purposes, we follow Manstead and Hewstone (1995) in regarding social psychology as the study of “the reciprocal influence of the individual and his or her social context” (p. 588).

/pdf/one-hundred-years-of-social-psychology-quantitatively-26n4flsx3b.pdf

One hundred years of social psychology quantitatively described

Although word-of-mouth (WOM) activity has been studied as an outcome variable of other constructs such as satisfaction, less attention has been given to the antecedents and moderators of WOM when considering WOM as a central construct. Hence, we propose a model of WOM antecedents and moderators using a meta-analytic review. The results show that all antecedents have significant effects on WOM activity, with customer commitment showing the strongest effect. The following hypotheses are also supported: (1) WOM valence is a significant moderator, (2) cross-sectional studies show a stronger influence of satisfaction and loyalty on WOM activity than longitudinal studies, and (3) studies of WOM behavior show a weaker link between loyalty and WOM activity than studies of WOM intentions. In addition, we show that satisfaction has a stronger relationship with positive WOM than loyalty, whereas (dis)loyalty has a stronger relationship with negative WOM than does (dis)satisfaction. We discuss this finding based on the different natures of positive and negative WOM.

Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators

Previous research and reviews on comparative advertising report mixed results. The authors report the results from a meta-analysis that examines the efficacy of comparative advertising. The analysi...

https://www.jstor.org/stable/info/1252083

Comparative versus noncomparative advertising: A meta-analysis

This study investigated the relation between consumers' memory and use of information in judging brand preferences. The authors used ads to test hypotheses about how pictorial and verbal presentations of previously encountered information and the content of subsequently encountered information affect recall and information use in shaping brand preferences. Even when subjects more easily recalled pictured attributes than verbally described attributes, this picture superiority effect did not influence memory-based preferences. In contrast, externally available information for an alternative brand influenced both recall and preferences. The overall pattern of results suggests that enhancing recallability improves the likelihood that consumers will use a piece of information to compare brands only if other information is unavailable or inadequate.

Selective Recall and Information Use in Consumer Preferences

This special issue has explored ways in which consumers engage with brands and firms within ever-evolving technological environments (Ostrom et al., 2015). The articles show how firms adopt an increasingly broad array of emerging technologies to facilitate interactions with their prospects and customers (Letheren et al., 2019; Willems et al., 2019; Dessart et al., 2019 or Marbach et al., 2019 in this issue). New technology can be used at any stage of the marketing process, including during the segmentation, targeting or positioning sub-processes, to support or transform any of the marketing mix elements, thereby affecting consumer engagement with brands (Hollebeek et al., 2014). For example, product customization options (e.g. personalized Starbucks beverages) can alter the product offering, thereby enabling firms to more responsively cater to customers’ unique needs, wants or preferences (Keeling et al., 2019 in this issue). Technology can also be used for promotional purposes (e.g. social media-based micro-targeting or virtual reality [VR]-based gamification to engage consumers; see Carlson et al., 2019 in this Issue), to facilitate distribution (e.g. via additive manufacturing or 3D printing) or to influence consumers’ willingness to adopt or pay for focal offerings (e.g. via mobile or contactless payments; Kuppelwieser et al., 2014), thereby exerting potential effects on any of the marketing mix elements. In addition, firms’ increasing replacement of human service staff with robotic customer interactions is expected to have important effects on customer perceptions, intentions and future behaviors (Huang and Rust, 2018). Therefore, technology is rapidly reshaping the ways in which customers engage with brands and firms (Hollebeek et al., 2019). To conclude this issue, we offer three propositions of customer engagement (CE) within evolving technological environments that build on the articles published in this issue that can be used to guide further research in this rapidly developing area. First, we propose the development of technology-specific user segmentation as a requirement to leverage firms’ evolving technological capabilities. That is, while many customers will use core technology (e.g. electronic funds transfer at the point-of-purchase), technologies that are non-core or more peripheral to the market offering (e.g. gamification-based promotions) will likely see varying adoption levels across customer segments, including in terms of demographics, psychographics, or brandor marketing-related preferences. This rationale supports CE’s boundedly volitional nature, as detailed in Hollebeek et al. (2018; see alsoWeiger et al., 2019 in EJM 53,9

Carolyn Costley

Papers

Comparative versus noncomparative advertising: A meta-analysis

Selective Recall and Information Use in Consumer Preferences

Customer engagement in evolving technological environments: synopsis and guiding propositions

Meta Analysis of Involvement Research

Price Awareness of Consumers Exposed to Intense Retail Rivalry: a Field Study