Showing papers in "European Journal of Marketing in 2005"
TL;DR: The authors examines three qualitative methodologies: grounded theory, ethnography, and phenomenology, and compares and contrasts their approaches to data collection and interpretation and highlights some of the strengths and weaknesses associated with each one.
Abstract: – The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for a more rigorous application in order to develop theory and aid effective decision making., – The paper examines three qualitative methodologies: grounded theory, ethnography, and phenomenology. It compares and contrasts their approaches to data collection and interpretation and highlights some of the strengths and weaknesses associated with each one., – The paper suggests that, while qualitative methodologies, as opposed to qualitative methods, are now an accepted feature of consumer research, their application in the truest sense is still in its infancy within the broader field of marketing. It proposes a number of possible contexts that may benefit from in‐depth qualitative enquiry., – The paper should be of interest to marketers considering adopting a qualitative perspective, possibly for the first time, as it offers a snap‐shot of three widely‐used methodologies, their associated procedures and potential pitfalls.
997 citations
TL;DR: In this article, the authors examined the relationship between corporate image, perceived service quality, trust and customer switching costs, and the relationships among these factors in the Turkish GSM sector, where data was obtained from 1,662 mobile phone users in Turkey via questionnaire.
Abstract: – Corporate image, perceived service quality, trust and customer switching costs are the major antecedents of customer loyalty, and loyal customers may buy more, accept higher prices and have a positive word‐of‐mouth effect. Also we know that the cost of selling to new customers is much higher than the cost of selling to existing customers. Although this fact is apparent to everyone, many companies are still losing customers at a formidable rate. In this context the main aim of this paper is to examine the relationships between these factors and customer loyalty, and the relationships among these factors in the Turkish GSM sector., – Data was obtained from 1,662 mobile phone users in Turkey via questionnaire. The data was analyzed by structural equation modeling (SEM) in order to test all the relationships between variables in the model., – The findings supported the proposed hypotheses, which are consistent with the theoretical framework. Analysis results showed that perceived service quality is a necessary but not sufficient condition for customer loyalty., – In order to generalize the findings from the paper, the model should be studied in different sectors. The contribution of this paper is to model all the relationships between customer loyalty and its antecedents, and to test these relationships simultaneously., – In order to better understand customer loyalty, as well as perceived service quality, corporate image, perceived switching costs and trust should be taken into consideration. Lately, technological change has shifted competition in the GSM sector from price and core service to value‐added services. Therefore, operators should differentiate their services and guarantee their services' quality because of this shift in competition., – In this paper, the effects of all the factors on customer loyalty are analyzed simultaneously via SEM.
764 citations
TL;DR: In this article, the authors provide a grounded framework based on previous research that provides a step-by-step approach for implementing corporate social responsibility from a marketing perspective, and provide an opportunity to examine to what extent the approach has been implemented in organizations as well as alternative approaches for implementation.
Abstract: Purpose – To provide a comprehensive managerial framework to understand and provide a well balanced and integrated stakeholder orientation for implementing corporate social responsibility in marketing.Design/methodology/approach – Many published articles provide significant findings related to narrow dimensions of stakeholder orientation in marketing. This article utilizes existing knowledge on this topic to support a methodology to implement a well‐integrated corporate social responsibility program that encompasses marketing.Findings – The findings provide a grounded framework based on previous research that provides a step‐by‐step approach for implementing corporate social responsibility from a marketing perspective.Research limitations/implications – The framework developed in this paper provides an opportunity to examine to what extent the step‐by‐step methodology has been implemented in organizations as well as alternative approaches for implementation.Practical implications – This is a managerial gu...
672 citations
TL;DR: In this paper, the authors developed a reliable and valid measuring scale for customer relationship management (CRM) to measure the four dimensions of CRM: key customer focus, CRM organization, knowledge management and technology-based CRM.
Abstract: Purpose – To develop a reliable and valid measuring scale for customer relationship management (CRM).Design/methodology/approach – A series of studies were conducted for the development and validation of multiple measures for the dimensions of CRM. Once the dimensions of CRM were identified, data from study 1 (n=150 business executives attending a part‐time MBA program) were used to select items based on factor analysis. Then, confirmatory factor analyses was used on data obtained from a mail survey of Hong Kong financial firms in study 2 (n=215) to examine factor structure, as well as to provide evidence of dimensionality, scale reliability and validity. Finally, in study 3, data from 276 business executives attending a seminar on CRM were used to test the scale generalizability of CRM measures in various industries.Findings – A reliable and valid scale was developed to measure the four dimensions of CRM: key customer focus, CRM organization, knowledge management and technology‐based CRM.Research limitat...
599 citations
TL;DR: In this article, the authors present a roadmap for a wilderness of complexity and unpredictability for marketing research in marketing, which they call the "wilderness of complexity, unpredictability, and complexity".
Abstract: Qualitative research in marketing : roadmap for a wilderness of complexity and unpredictability
546 citations
TL;DR: In this article, the authors investigated the relationships among learning orientation, market orientation, human resource practices, and innovation and their association with organisational performance and showed that HRPs and innovation are important mechanisms for transmitting the benefit of learning orientation and market orientation into performance outcomes.
Abstract: Purpose – The paper investigates the relationships among learning orientation (LO), market orientation (MO), human resource practices (HRPs) and innovation and their association with organisational performance. The aim is to show that HRPs and innovation are important mechanisms for transmitting the benefit of LO and MO into performance outcomes.Design/methodology/approach – Building on extensive literature, a model of the relationships is developed and empirically tested using survey data collected from 220 businesses. Data are analysed through structural equation modelling and/or path modelling. The primary aim is to assess direct, indirect and total effects of LO and MO on performance outcomes through HRPs and innovation (conceptualised as administrative, process and product innovation) as mediators. The study carefully traces the effects of each variable to distinguish between indirect effects and mediated effects.Findings – HRPs are a major mechanism for transmitting the benefits of LO and MO. In som...
437 citations
TL;DR: In this article, the role of price and customer satisfaction at different stages on customers' intention to return was investigated in the e-retail industry and the findings indicated that after-delivery satisfaction has a much stronger influence on both overall customer satisfaction and overall satisfaction.
Abstract: Purpose – Compared with the emphasis that service quality research has received in online marketing, much less work has been done on the role of price perception, service attribute‐level performance and satisfaction that unfolds over time, and their effects on customer retention. This paper seeks to fill this gap in the literature.Design/methodology/approach – This paper builds propositions about the role of price and customer satisfaction at different stages on customers' intention to return. Research hypotheses are developed based on theory from the combined literatures of services, product pricing, and behavioral decision theory. Data from the e‐retailing industry related to two specific periods of shopping experience (at checkout and after delivery) are used in the empirical tests. Structural equation modeling is employed to test the hypothesized relationships.Findings – The findings of this study indicate that after‐delivery satisfaction has a much stronger influence on both overall customer satisfac...
437 citations
TL;DR: In this article, the authors proposed a new model for assessing the effects of the servicescape on quality perception based on SERVQUAL, which considers the special role of the servicecape (or what is called "tangibles" in SERV-QUAL) by taking into account that the service-cape elements act as search qualities, while the other dimensions represent experience or credence qualities.
Abstract: Purpose – Although numerous articles emphasize the importance of the servicescape (the physical facilities of a service company), the effect of the servicescape on quality perception has been inadequately captured by previous empirical research. The purpose of this paper is to examine the impact of the servicescape on perceived quality in a more comprehensive way.Design/methodology/approach – The article proposes a new model for assessing the effects of the servicescape on quality perception based on SERVQUAL. The model considers the special role of the servicescape (or what is called “tangibles” in SERVQUAL) by taking into account that the servicescape elements act as search qualities, while the other SERVQUAL dimensions represent experience or credence qualities. In doing so, the model captures direct and indirect influences of the servicescape. Additionally, a more comprehensive scale for the servicescape is suggested, which exceeds the mostly tangible aspects of the physical environment covered in the...
427 citations
TL;DR: In this paper, a theoretical model was developed to determine the extent to which the components of commitment both served as mediators of and interacted with one another in the relationship between service quality and switching and advocacy intentions.
Abstract: Purpose – The relationship marketing literature puts forward that customer commitment is central to the development of marketing relationships. The purpose of this paper is to investigate the extent to which two components of customer commitment (affective commitment and continuance commitment) both enhance and undermine customer loyalty.Design/methodology/approach – A theoretical model was developed to determine the extent to which the components of commitment both served as mediators of and interacted with one another in the relationship between service quality and switching and advocacy intentions. This model was examined in a survey of customers in three service settings; financial services, retail‐grocery services and telecommunications services.Findings – Commitment serves as a partial mediator of the service quality‐loyalty relationship. It was also found that affective commitment made a negative impact on switching intentions and a positive impact on advocacy intentions in all three service settin...
373 citations
TL;DR: In this paper, the authors present a model of reputation's role in the contingent CSP-FP relationship and argue that strategic fit, competitive intensity and reputation management capability moderate the CSP•FP relationship.
Abstract: Purpose – To increase understanding of the role of reputation in the corporate social performance (CSP) and financial performance (FP) relationship, including contingencies.Design/methodology/approach – Stakeholder theory is drawn on to present a model of reputation's role in the contingent CSP‐FP relationship.Findings – CSP is affected by stakeholders' resource allocation to the organisation. This allocation is based on stakeholders' assessment of the organisation's reputation relative to stakeholders' particular expectations, which may be instrumentally and/or normatively framed. Reputation, therefore, plays a key role in the CSP‐FP relationship. Additionally, the authors propose that the equivocal results of previous research into the CSP‐FP relationship may be partly explained by organisational and market contingencies. Specifically, the authors contend that strategic fit, competitive intensity and reputation management capability moderate the CSP‐FP relationship.Research limitations/implications – Em...
284 citations
TL;DR: In this article, a large-scale representative survey of 30 of the largest German firms is conducted to gain reputational evaluations of these firms and the overall assessment of reputation is differentiated into a part that is explained by past financial performance and an idiosyncratic part to control for the effect of past performance on today's reputation.
Abstract: Purpose – Theory has made many assumptions about the consequences of a “good” corporate reputation. The aim of this paper is to provide evidence of the effect of a positive corporate reputation on the firm's future financial performance by means of a more differentiated concept of reputation than the one commonly used in literature.Design/methodology/approach – In contrast to prior research, reputation is conceptualised by means of a two‐dimensional approach. Therefore, two distinct reputational components are hypothesised as affecting financial performance differently. A large‐scale representative survey of 30 of the largest German firms is conducted to gain reputational evaluations of these firms. The overall assessment of reputation is differentiated into a part that is explained by past financial performance and an idiosyncratic part to control for the effect of past performance on today's reputation. Finally, the idiosyncratic effect of reputation on future performance is assessed with an econometric...
TL;DR: In this paper, the authors examined the development, extension and use of the "six markets" model and outline a framework for analysing stakeholder relationships and planning stakeholder strategy.
Abstract: – The purpose of this paper is to examine the development, extension and use of the “six markets” model and to outline a framework for analysing stakeholder relationships and planning stakeholder strategy., – The “six markets” stakeholder model is examined. Refinement of the model and improved understanding as a result of field‐based research is described. A stakeholder relationship planning framework is proposed., – The paper examines the use of the “six markets” model in a wide range of organisational contexts utilizing a range of research approaches. A stakeholder relationship planning model is developed consisting of four inter‐related elements, i.e. stakeholder value propositions, value delivery design, stakeholder relationship marketing plans, and measurement and feedback., – The article suggests a number of areas for future research, including the development of planning approaches for different classes of stakeholders and more detailed testing of the stakeholder model and planning framework in specific market sectors., – The research suggests that managers find that the development and implementation of relationship plans for the key stakeholder markets generates valuable new knowledge and insights into stakeholder conditions, constraints and opportunities., – This article contributes to knowledge in the relationship marketing and stakeholder theory areas through the development, refinement and use of a planning model that addresses the complexity of stakeholder relationships and networks. The stakeholder planning approach that is developed represents a means by which managers can achieve greater transparency of stakeholders' interests and improved rigour in planning relationships with stakeholders.
TL;DR: In this paper, the authors argue that greater awareness of the connections between the traditions and conventions of visual art and the production and consumption of images leads to enhanced ability to understand branding as a strategic signifying practice.
Abstract: Purpose – The purpose of this paper is to argue that greater awareness of the connections between the traditions and conventions of visual art and the production and consumption of images leads to enhanced ability to understand branding as a strategic signifying practice.Design/methodology/approach – Several prominent, successful artists served as case studies to illuminate the potential for insights into the interconnections between art, branding, and consumption by turning to art history and visual studies. Discusses the cross‐fertilization of art and branding, focusing on three contribution areas: the interactions between art, brands and culture, the self‐reflexivity of brands, and brand criticism.Findings – Successful artists can be thought of as brand managers, actively engaged in developing, nurturing and promoting themselves as recognizable “products” in the competitive cultural sphere.Originality/value – This paper places brands firmly within culture to look at the complex underpinnings of brandin...
TL;DR: In this article, the authors investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter, and find no adverse impact on the brand personality of a core brand as a result of introducing extensions.
Abstract: Purpose – To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter.Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group.Findings – No adverse impact on brand personality of core brand as a result of introducing extensions (irrespective of fit).Research limitations/implications – Cross‐sectional study not capturing potential long‐term effects of extensions with poor fit. Longitudinal research is needed, as are replications with different brands, types of extensions and consumer segments.Practical implications – Preliminary support for introducing extension for a quality brand without fear of adversely affecting its brand personality.Originality/value – First study explicitly investigating impact of brand extensions on brand personality.
TL;DR: In this article, the influence of sales promotion on consumer brand choice behavior is investigated. But, although they may reach their objective in the short term, when the longer term is considered there are undesirable consumer actions.
Abstract: Purpose – This study evidences the influence that sales promotion has on brand choice behaviour. Establishments wish to influence consumers' buying behaviour, and thus they launch strong promotional campaigns or introduce changes in their price policies, among other actions. However, they are not always capable of achieving their goal, since, although they may reach their objective in the short term, when the longer term is considered there are undesirable consumer actions.Design/methodology/approach – The problem of consumer brand choice can be adequately described with logit models that allow the use of discrete dependent variables. The probability that the consumer chooses a brand depends directly on the capacity of satisfaction that the brand holds for him/her. In this case, the dependent variable is the brand, and the independent variables are price, reference price, losses and gains, and the different types or techniques of sales promotion. With the aim of obtaining the necessary information for the...
TL;DR: In this article, the authors provide a detailed description of the development process of a new financial product and identify learning actions that may contribute to its effectiveness, and report findings from a qualitative, longitudinal case study of a well-known French bank and a retailer.
Abstract: Purpose – When compared with the field of new product development, research on new services has seen fewer developments and offers less comprehensive insights This paper tries to fill this gap by providing empirical findings from two qualitative longitudinal case studies of new service development Knowledge on the management issues for developing new bank offerings efficiently is limited Furthermore, recent research suggests that organisational learning can contribute greatly to the success of innovation projects The aims of this paper are to provide a detailed description of the development process of a new financial product and to identify learning actions that may contribute to its effectivenessDesign/methodology/approach – The paper reports findings from a qualitative, longitudinal case study of a well‐known French bank, and of a retailer The research focuses on the description of the process, the organisational issues involved and the decision making during the development processFindings – Th
TL;DR: In this paper, the authors investigated the relationship marketing in a sino-western relationship marketing context and found that suppliers must be competent in product knowledge, market development, and adaptation to buyers' requirements to resolve conflicts in order to establish their xinyong with the buyers.
Abstract: Purpose – This study incorporates two Chinese cultural variables guanxi (personal relationship) and xinyong (personal trust) with other relational variables that are well defined in the west, i.e. supplier competence, commitment, conflict handling and satisfaction to see how they generate partnership relationship in a sino‐western relationship marketing context.Design/methodology/approach – Research objectives are achieved through a combination of model building, quantitative design, testing of hypotheses using AMOS and analysis of findings. The subject scope is imbedded within cultural impact on relationship marketing in a sino‐western context.Findings – This study finds that Western suppliers must be competent in product knowledge, market development, and adaptation to buyers' requirements to resolve conflicts in order to establish their xinyong with the buyers. Competence allows suppliers to show psychological commitment and establish guanxi with the buyers. It also shows that guanxi has a stronger inf...
TL;DR: In this article, structural equation modelling with WLS estimation is used to test the direct and indirect influences of the variables on short-term export performance, and the results reveal that the total effects of export assistance on annual export performance improvement are non-significant, because although export assistance has a direct positive impact on performance, there is a negative indirect impact through export pricing strategy adaptation.
Abstract: Purpose – The article aims to test how pricing strategy adaptation to the foreign market mediates the relationship between export assistance and annual export performance improvement. It also aims to consider the effects of management international experience and export market competition.Design/methodology/approach – Structural equation modelling with WLS estimation is used to test the direct and indirect influences of the variables on short‐term export performance.Findings – Surprisingly, the findings reveal that the total effects of export assistance on annual export performance improvement are non‐significant, because although export assistance has a direct positive impact on performance, there is a negative indirect impact through export pricing strategy adaptation.Research limitations/implications – These surprising results suggest that future research is required to incorporate and test the intervening and indirect effects among variables.Practical implications – The findings also indicate that bot...
TL;DR: In this paper, the authors extend the concept of market orientation from the firm to the value chain level and seek to develop empirically founded propositions on determinants of different levels of market orientations of value chains.
Abstract: Purpose – This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains.Design/methodology/approach – Four case studies on value chains within the areas of agribusiness and fisheries are conducted. For each value chain, desk research is combined with interviews with decision‐makers of all types of value chain members. Interview guidelines were derived from a conceptual model of potential determinants of value chain market orientation.Findings – Degree of market orientation of value chains is found to be related to degree of heterogeneity and dynamism of end‐users served, nature of chain relationships, regulations and prevailing mental models of decision‐makers. Short and balanced chains are believed to further upstream market orientation.Research limitations/implications – The results point at two areas, where additional research on market orientatio...
TL;DR: In this paper, the authors identify and analyse several key antecedents and consequences of the ethical behaviour of salespeople and show companies insights into how to foster ethical sales behaviour and the positive consequences that this behaviour has on their salespeople.
Abstract: – The main purpose of this research is to gain a clearer understanding of several key determinants and consequences of the ethical behaviour of salespeople., – Questionnaires were administered during regularly scheduled meetings to a total of 280 financial services salespeople. The salespeople questioned were mainly specializing in selling high‐involvement financial products (e.g. mortgages, life insurance) to final consumers., – Results suggest that method of compensation and control system (CS) are important determinants of ethical behaviour. Age (AGE) also proves to be a significant antecedent of ethical behaviour. However, education (EDU) is not significantly related to ethical behaviour. Additionally, a salesperson's ethical behaviour leads to lower levels of role conflict‐intersender and higher levels of job satisfaction, but not higher performance., – To improve generalization of the findings, future research should broaden the sample by including a variety of industries. Likewise, the use of longitudinal data could provide new insights into the antecedents and consequences of ethical behaviour of salespeople and in particular the relationship with performance. Continuing research is needed to further analyse the relationship between ethical behaviour and other relevant behaviours that may take place during the interaction with the customer (e.g. organisational citizenship behaviours and customer orientation)., – This research is, to our knowledge, the first study that simultaneously identifies and analyses several key antecedents and consequences of the ethical behaviour of salespeople., – This study adds to the literature by reducing the existing gap and showing companies insights into how to foster ethical sales behaviour and the positive consequences that this behaviour has on their salespeople.
TL;DR: In this paper, the importance of brand equity in the professional German soccer league Bundesliga was examined using online sampling with a total database of 1,594 usable questionnaires for analysis, and the adequacy of a parsimonious brand equity model in team sport (BETS) model was highlighted.
Abstract: Purpose – The paper aims to refine existing customer‐based brand equity models for the team sport industry and examine the importance of brand equity in the professional German soccer league Bundesliga.Design/methodology/approach – After assessing brand equity on the basis of actual consumer responses, we relate the brand equity measure on an aggregate level to objective means of economic success. Online sampling with a total database of 1,594 usable questionnaires is utilized for analysis. Exploratory and confirmatory factor analyses (including multi‐group analysis) as well as structural equation modeling and regression analysis are applied.Findings – Results highlight the adequacy of a parsimonious brand equity model in team sport (BETS) model and the importance of the brand in team sport for economic success.Research limitations/implications – The main limitations of this research are sample constraints; test persons are highly involved in and knowledgeable about the product category under research. Fu...
TL;DR: In this paper, a combination of stakeholder theory and sociological role theory is used to define the generalised customer, a concept that is grounded in a new appreciation of customer satisfaction.
Abstract: Purpose – Aims to illustrate the extent to which the concept of sustainable management can be grounded in a new appreciation of customer satisfaction, to set out the concept of sustainable management based on business ethical considerations on corporate social responsibility, and to distinguish it from similar concepts. Its rationale lies in the figure of the generalised customer.Design/methodology/approach – The generalised customer stems from a combination of stakeholder theory and sociological role theory. The stakeholder theory discusses the different stakeholder roles from an organisational perspective, whereas the sociological role theory views essentially the same roles and relationships from the individual's perspective. Focus lies in the personal preferences and attitudes accompanying the different roles one person plays in society – as a consumer, father, or member of Amnesty International.Findings – A first attempt to put these roles and relationships in a sustainability context – providing an ...
TL;DR: In this article, a longitudinal study in the non-profit professional theatre industry examines how relationships between entrepreneurial orientation and stakeholder support evolve over time, and the findings support a multi-dimensional conceptualization of entrepreneurial orientation, point to tensions inherent in satisfying multiple stakeholder demands, and illustrate that different stakeholders support entrepreneurial behaviors in unique and sometimes unexpected ways.
Abstract: Purpose – This paper seeks to integrate stakeholder theory with the entrepreneurial orientation literature to explore relationships between distinct entrepreneurial behaviors and support from stakeholders with divergent interests.Design/methodology/approach – A longitudinal study in the non‐profit professional theatre industry examines how relationships between entrepreneurial orientation and stakeholder support evolve over time. A series of regression analyses examine how support from diverse stakeholders influences entrepreneurial behaviors and, subsequently, how those entrepreneurial behaviors influence future stakeholder support.Findings – The findings support a multi‐dimensional conceptualization of entrepreneurial orientation, point to tensions inherent in satisfying multiple stakeholder demands, and illustrate that different stakeholders support entrepreneurial behaviors in unique and sometimes unexpected ways. The findings offer insight into the complex balancing act that entrepreneurial managers ...
TL;DR: In this article, the authors investigated how ethnocentricity and economic development within transitional economies affects the formation of brand attitudes and attitude toward the ad in the USA and Slovenia, respectively.
Abstract: Purpose – The aim of this research was to investigate how ethnocentrism and economic development within transitional economies affects the formation of brand attitudes and attitude toward the ad.Design/methodology/approach – Kazakhstan and Slovenia were chosen as representative transitional economies – Kazakhstan in the early stages and Slovenia highly advanced. A random sample of adults was surveyed in both countries and in the USA, which served as a control group. Questionnaires were distributed that contained measures of ethnocentricity (CETSCALE), attitude toward the brand (Ab) and attitude towards the ad (Aad). Expectations based on theory and previous studies suggested the following: ethnocentricity leads to negative Aad and Ab for foreign products and ethnocentricity will have a greater effect on Aad and Ab in new transitioning economies. All hypotheses were tested using structural equation modeling (LISREL).Findings – Ethnocentricity did result in negative Aad, but only for Kazakhstan, not Sloveni...
TL;DR: In this paper, a means-end chain analysis is used to explore how grocery customers build a mental link between store attributes, the consequences of not having those attributes, and the motives for seeking them.
Abstract: – Gaining and sustaining a strategic competitive advantage in retailing requires knowledge of the attributes consumers value and use to discriminate between stores and why those attributes are important. Although many store image studies define discriminant attributes, few have attempted to explain either how these attributes lead to the satisfaction of personal shopping motives or how knowledge of these can be used to focus and reinforce a strategic position. The purpose of this article is to propose and examine a method to help retailers understand grocery consumers' store choice processes as a function of the linkages between store attributes, shopping motives and risk dimensions which can help them develop a more coherent and clearer positioning strategy., – Means‐end chain analysis is used to explore how grocery customers build a mental link between store attributes, the consequences of not having those attributes, and the motives for seeking them., – The findings suggest that shoppers' motives are linked to only four main risk dimensions, namely time, financial, psychosocial and physical, and we present evidence for reassessing store positioning strategies, giving more emphasis to the risks involved., – The article suggests that the prime heuristics that consumers use to compare grocery stores are the four main risk dimensions. While consumers may think heuristically (i.e. deal in general perceptions of stores rather than comparing stores in every detail), retailers act in detail, and knowledge of how store attributes are related to these risk dimensions is therefore useful to retail marketers in developing and positioning stores. The findings also confirm the usefulness of means‐end chain analysis as a methodology for assessing retail store motivations, because it allows researchers to define all the store attributes which are important to respondents, gain responses in the respondent's language, and examine the underlying motives to which tangible and intangible attributes are related. Furthermore, the constructs/elements elicited can be used to feed into Kelly's repertory grid analysis, which is useful in positioning studies for determining a company's competitive position on one of the four main positioning dimensions., – The work extends the theory of means‐end chains by highlighting the relationship between the terminal values it produces and risk dimensions. The research is relevant to retail marketers in terms of store development and personnel training, and to consumer researchers interested in risk measurement.
TL;DR: In this paper, the authors developed and tested a model of the factors that explain the level of interpersonal conflict between marketing managers and sales managers and found that there was a surprisingly low level of conflict between market...
Abstract: Purpose – The purpose of this paper is to develop and test a model of the factors that explain the level of interpersonal conflict between marketing managers and sales managers. The paper aims to establish the overall level of interpersonal conflict in the full sample and in the two sampled countries (UK and Australia).Design/methodology/approach – The study draws on two theoretical frameworks to develop the model, namely structural contingency theory and the interaction approach. More specifically, the conceptual framework uses three groups of variables to explain interpersonal conflict: structural, individual, and communication. Importantly, the study developed and tested nine hypotheses. Confirmatory factor analysis was used to test the validity of the measures while OLS regression was used in testing the hypotheses. The data were collected from 200 sales managers in the UK and Australia.Findings – Overall, the study finds that there was a surprisingly low level of interpersonal conflict between market...
TL;DR: In this article, the authors identify those antecedents that influence the formation of market orientation and marketing practice (MP) and find that MP is a superior predictor of business performance.
Abstract: Purpose – The central question of this study is whether the implementation of the marketing concept boosts organizational performance in developing economies. A subsidiary aim is to identify those antecedents that influence the formation of market orientation (MO) and marketing practice (MP).Design/methodology/approach – Interview data were collected from a sample of 57 exporter manufacturers located in central China.Findings – Although there is a link between MP and overall business performance, no such link exists for Narver and Slater's concept of MO. In general, MP was found to be a superior predictor of business performance. This study also found that the most significant antecedents to MO for developing country firms were customers and markets located outside the home market.Research limitations/implications – Marketing‐minded managers in developing economies encounter a number of institutional and environmental obstacles to collecting useful market intelligence. In such cases, the development of a ...
TL;DR: In this article, the authors used a content analysis framework to systematically analyze the cultural values depicted on the web pages of US, French and German web sites, and found evidence that local country web sites depict the cultural value of that country.
Abstract: Purpose – To effectively target and reach consumers on the worldwide web, companies need to determine what level of web site adaptation is necessary. Explores how cultural differences affect adaptation of web content by B2C e‐commerce firms.Design/methodology/approach – This study uses a content analysis framework to systematically analyze the cultural values depicted on the web pages of US, French and German web sites. To test for differences in the depiction of cultural values on different country web sites, a MANOVA was conducted, followed by a Tukey (HSD) post hoc analysis.Findings – Evidence is found that local country web sites depict the cultural values of that country. Additionally, the study finds that companies adapt their foreign web sites to the cultural values of the target country, but that this adaptation is not yet extensive.Originality/value – This research adds value by extending understanding of the issues of adaptation and standardization on the web in general, and by B2C e‐commerce fi...
TL;DR: In this paper, the equivalence of the use of a customer satisfaction survey in four culturally divergent contexts is examined, and the results reveal that the similarities in the measurement of satisfaction in these contexts are more than the differences, and suggest that the development of measures to examine and compare consumer satisfaction across cultures and languages is indeed feasible.
Abstract: Purpose – This study examines the equivalence of the use of a customer satisfaction survey in four culturally divergent contexts.Design/methodology/approach – It is based on 6,776 responses collected from fast food customers in Greece, Jamaica, the UK and the USA.Findings – The results reveal that the similarities in the measurement of satisfaction in these contexts are more than the differences, and suggest that the development of measures to examine and compare consumer satisfaction across cultures and languages is, indeed, feasible.Research limitations/implications – The data reveal considerable promise that rather simple, cross‐cultural measures can be identified and used to gain valuable insight about the viability of business products and services. This implies that researchers might be able to use the same instruments for measurement in different contexts. However, additional research is necessary to firmly support the suitability of the consumer‐related measures across cultures that were the focus...
TL;DR: In this paper, a qualitative, exploratory case study encompassing public (health) and private (financial) sector service organisations was conducted to increase understanding of both the process of new service development (NSD) and the nature of services as delivered to customers.
Abstract: Purpose – To increase understanding of both the process of new service development (NSD) and the nature of services as delivered to customers.Design/methodology/approach – Four qualitative, exploratory case studies encompassing public (health) and private (financial) sector service organisations.Findings – Managers select stakeholder groups for involvement in NSD attributing stakeholder salience, centrality to the process and power to influence the final service design. Customers are “dormant” stakeholders, thought to lack the knowledge/experience to contribute meaningfully to NSD. Their interests and needs are channelled through other stakeholders.Research limitations/implications – The research is confined to two service industries based on a key informant approach; thus generalisability to other industries may be limited.Practical implications – Multiple stakeholder involvement places a growing emphasis on the need for NSD managers to be skilled in managing complex, multi‐layered and multi‐faceted proc...