Showing papers on "Services marketing published in 1999"
TL;DR: In this article, the antecedents of clients' relationship commitment in the context of a professional service, high in credence qualities (where customers have difficulty in confidently evaluating service quality, even purchase and consumption) are examined.
Abstract: Most previous research in the domain of relationship marketing has focused on the antecedents of loyalty and commitment in industrial markets, distribution channels or consumer goods. This study, however, models the antecedents of clients’ relationship commitment in the context of a professional service, high in credence qualities (where customers have difficulty in confidently evaluating service quality, even purchase and consumption) ‐ i.e. personal financial planning services. The impact of four key explanatory variables (communication effectiveness, technical quality, functional quality and trust) are examined. The results support the hypothesized model and show communication effectiveness to be a key driver of all antecedent variables, and the single most powerful determinant of relationship commitment.
642 citations
TL;DR: This article explored the linkages among these three constructs when services are classified on the basis of search, experience, and credence attributes, and found that perceived risk increases along a continuum from search to experience to credence service purchases.
Abstract: Though the marketing literature offers an abundance of research on the topics of perceived risk, information search, and purchase intentions, very few researchers have empirically examined these constructs in the context of services. This research explores the linkages among these three constructs when services are classified on the basis of search, experience, and credence attributes. Specific hypotheses are developed and tested. The results of this study indicate that perceived risk increases along a continuum from search to experience to credence service purchases. Other hypotheses relating to information search length, information sources, behavioral intentions, and service attributes, received moderate support. Finally, managerial implications of the study were provided, along with directions for future research.
509 citations
TL;DR: In this paper, a typology of the sports fan is proposed, which includes temporary, local, devoted, fanatical, and dysfunctional, and the usefulness of the typology is demonstrated by offering specific segmentation strategies for each classification.
Abstract: Develops a classification or typology of the sports fan. Specifically, contends that five different types of sports fans exist: temporary, local, devoted, fanatical, and dysfunctional. The need exists to identify the different types of fans due to the inadequacies of past theories to explain the totality of fan behavior. The usefulness of the typology is demonstrated by offering specific segmentation strategies for each classification. Finally, directions for future research are presented.
399 citations
TL;DR: In this paper, an instrument developed specifically from a business education setting was employed utilizing an importance/performance approach with seven determinant choice criteria groupings, and a sample of business students in New Zealand and the mid-Atlantic region of the USA participated.
Abstract: Intense competition in higher education in many different countries mandates the need for assessments of customer‐perceived service quality for differentiation purposes. An instrument developed specifically from a business education setting was employed utilizing an importance/performance approach with seven determinant choice criteria groupings. A sample of business students in New Zealand and the mid‐Atlantic region of the USA participated, and some important problems in perceptions were noted. Strategic implications for the universities involved and suggestions for future research are provided
361 citations
TL;DR: In this article, it is argued that modern consumption has emphasized essentially the use-value of services, whereas postmodern consumption can be said, on the contrary, to crown a forgotten element: the social link.
267 citations
TL;DR: In this paper, the authors examined advertising appeals for services and goods across four different countries: Brazil, Taiwan, Mexico and the USA and found that the use of rational and emotional appeals differs across both product type and country.
Abstract: The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versus goods in international markets. The current study examines advertising appeals for services and goods across four different countries: Brazil, Taiwan, Mexico and the USA. Results of a content analysis indicate that the use of rational and emotional appeals differs across both product type and country. It is suggested that culture plays a role in the use of the appeals and that the product type × country interaction is strongly reflected in Taiwanese and US advertising.
252 citations
TL;DR: In this paper, a modified laddering technique based on means-end theory is applied to use the elicited benefits to form benefit segments, and a comparison with attribute-based segments demonstrates that meansend chains provide a powerful tool for benefit segmentation.
Abstract: Although the basic idea of benefit segmentation lies in using causal, as opposed to descriptive, factors as segmentation criteria, most of the empirical studies do not differentiate between product attributes and the benefit sought by consumers. The objectives of this article are to clarify the distinction between attributes and benefits sought, and to apply a modified laddering technique, based on means‐end theory to use the elicited benefits to form benefit segments. A comparison with attribute‐based segments demonstrates that means‐end chains provide a powerful tool for “true” benefit segmentation.
241 citations
TL;DR: The literature on international services marketing from 31 academic journals in the period 1980 to 1998 is reviewed in this paper, which contains the largest proportion of scholarly works published on international service marketing to date.
Abstract: The literature on international services marketing from 31 academic journals in the period 1980 to 1998 is reviewed. This time frame contains the largest proportion of scholarly works published on international services marketing to date. Results reveal that the extant literature is relatively sparse, with much research focused on highly specific industries or topic areas. Major findings from leading sectors as well as from general works are presented. The special characteristics of services are discussed in light of requirements for successful international marketing success. A call is made for future research which can extend international services marketing with regard to needed theories, models and constructs.
230 citations
TL;DR: In this paper, the authors discuss some key challenges for service firms planning to go abroad and present five different types of internationalization strategies for services: direct export of services in terms of repairs and maintenance that are most appropriate to industrial markets; systems export that is a joint export effort by two or several firms whose solutions complement each other; direct entry mode which means that the service firm establishes a service-producing organization of its own on the foreign market; indirect entry which is used when the service firms wants to avoid establishing a local operation that is totally or partly owned by itself (common
Abstract: Discusses some key challenges for service firms planning to go abroad and presents five different types of internationalization strategies for services, none of which are mutually exclusive. These are: direct export of services in terms of repairs and maintenance that are most appropriate to industrial markets; systems export that is a joint export effort by two or several firms whose solutions complement each other; direct entry mode which means that the service firm establishes a service‐producing organization of its own on the foreign market; indirect entry which is used when the service firm wants to avoid establishing a local operation that is totally or partly owned by itself (common modes are through licensing agreements and franchising); and electronic marketing which does not bind a firm to a particular location.
223 citations
TL;DR: In this paper, a survey of a cross-sectional sample of 114 business organisations in Singapore, which regularly utilise ocean freight services for their export needs, found that the psychometric properties of the SERVQUAL scale are at variance with those found in consumer services settings.
Abstract: A key question is whether the instruments developed for consumer services can accurately gauge the service quality perceptions of organisational customers. Reports psychometric testing of the SERVQUAL as a measure of service quality in ocean freight services. Based on a survey of a cross‐sectional sample of 114 business organisations in Singapore, which regularly utilise ocean freight services for their export needs, this study found that the psychometric properties of the SERVQUAL scale are at variance with those found in consumer services settings. Further, the SERVQUAL perceptions scores were found to be a better predictor than the SERVQUAL gap scores. In sum, the service quality measures developed for consumer services can only be applied with caution in business‐to‐business marketing. Implications and future directions for research are discussed.
179 citations
Book•
13 Jul 1999
TL;DR: The fundamentals of services marketing management classifying services and service delivery processes the service environment services buying behaviour service quality information and market research in service organizations a framework for strategic services planning at corporate level strategic services marketing planning in strategic business units internationalization of services people, organization and processes providing and developing services communication distribution of services pricing services implementation and control marketing government and public services.
Abstract: The fundamentals of services marketing management classifying services and service delivery processes the service environment services buying behaviour service quality information and market research in service organizations a framework for strategic services planning at corporate level strategic services marketing planning in strategic business units internationalization of services people, organization and processes providing and developing services communication distribution of services pricing services implementation and control marketing government and public services.
TL;DR: In this paper, a model of the factors that are critical to the establishment and maintenance of sustainable competitive advantage for education services enterprises in international markets is presented, which draws together theories of competitive advantage developed by industrial economics and management theory, with literature relating to services marketing.
Abstract: This paper outlines a model of the factors that are critical to the establishment and maintenance of sustainable competitive advantage for education services enterprises in international markets. It draws together theories of competitive advantage developed by industrial economics and management theory, with literature relating to services marketing. In examining a theory of sustainable competitive advantage for services exports, the paper discusses the concepts involved and presents a model of the process involved in achieving it. The model seeks to explain the strategic decision making environment in which the education exporter operates, and the outcome ideal to achieving a competitive advantage.
TL;DR: In this paper, the authors argue that there are no marked differences between positioning in services and that of physical goods, and the vast majority of marketing scholars believe that it is difficult to embark on positioning strategies in services.
Abstract: In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between positioning in services and that of physical goods, the vast majority of marketing scholars believe that it is difficult to embark on positioning strategies in services. Sheds some light on this issue within the context and aims to contribute to the debate.
TL;DR: In this paper, the authors suggest a triangular model of industrial service quality involving structural, process-consuming, and outcome-related aspects, which have strong impacts on the customer's trust, satisfaction, and commitment.
Abstract: The rapidly growing field of services marketing has had a strong focus on consumer
services. This article deals with industrial services, i.e., services provided by a
manufacturing company to organizational customers. The authors suggest a triangular
model of industrial service quality involving a disctinction between structural, process-
related, and outcome-related aspects. These three quality dimensions are shown to have
strong impacts on the customer’s trust, satisfaction, and commitment. The authors
discuss theoretical and managerial implications of their findings.
TL;DR: In this article, the authors define transnational strategy as the integration strategy formulation and implementation across all countries in which the company elects to do business, in contrast to a multidomestic (or "multilocal") approach that provides for independent development and implementation of strategy by management units within each country.
Abstract: Defines transnational strategy as the integration strategy formulation and implementation across all countries in which the company elects to do business, in contrast to a multidomestic (or “multilocal”) approach that provides for independent development and implementation of strategy by management units within each country. Asks how different types of service firms should move from multidomestic strategies, to the creation of a truly transnational strategy. Considers three perspectives: first, the nature of services marketing in a large federal country like the USA; second, the drivers that stimulate the internationalization of an industry and the different ways in which they apply to three broad types of services; and third, how the concept of core and supplementary services can be applied to both standardization and customization of services in a global setting.
TL;DR: The authors examines the history of market access and trends, the obstacles to the international marketing of services, and key issues including classification methods and economic, regulatory, and cultural impediments, and offers directions for future research.
Abstract: The international market for services grew to $1.2 trillion in 1995 and has been growing at double‐digit rates. The USA possesses the lion’s share of the world’s services exports and stands to gain significantly from lower barriers to trade in services. However, despite the significant progress already made, numerous barriers remain and many countries have not joined the multilateral negotiations for eliminating or lowering existing barriers. This study examines the history of market access and trends, the obstacles to the international marketing of services, and key issues including classification methods and economic, regulatory, and cultural impediments, and offers directions for future research.
TL;DR: In this article, the authors examined the impact of sales promotions on consumer attitudes and intentions and found that while coupons positively impact the purchase intentions of dental services, the positive impact was negated by negative impacts on service quality expectations and perceived purchase risk.
Abstract: In recent years, professional service organizations have begun to successfully implement various sales promotion techniques, and potential customers are responding favorably to such promotions. This exploratory research examined the impact of sales promotions on consumer attitudes and intentions. More specifically, the influence of coupon face value on service quality expectations, perceived purchase risks, and purchase intentions was examined. The results indicate that while coupons positively impact the purchase intentions of dental services, the positive impact was negated by negative impacts on service quality expectations and perceived purchase risk. Further results and implications of the study for professional services are addressed.
TL;DR: In this article, the authors developed an outline framework which conceptualises customer retention in financial services retailing and conducted preliminary investigations through interviews with managers responsible for retention, which supported further investigation of the framework.
Abstract: This paper develops an outline framework which conceptualises customer retention in financial services retailing. Preliminary investigations through interviews with managers responsible for retention were conducted. These supported further investigation of the framework. The organisations surveyed appear not to have embraced the dimensions of retention as identified, although they recognised the issues. Problematic areas involve cultural change and maintaining staff commitment in an uncertain labour market. Reasons for the slow adoption of retention are suggested and some proposals put forward for further consideration.
TL;DR: In an effort to circumvent this problem, some sports marketing authors have "disguised" their research under the guise of “servicescapes" or leisure services.
Abstract: Looks at the sports industry and addresses the current situation for authors seeking to publish in the area of sports marketing. Sports currently represents the eleventh largest industry in the USA. Despite this, there are few mainstream marketing journals willing to publish manuscripts on sports marketing. In an effort to circumvent this problem, some sports marketing authors have “disguised” their research under the guise of “servicescapes” or leisure services. Looks at the topical content of the leading outlet for sports marketing manuscripts, Sport Marketing Quarterly. The author classifies the articles into 18 categories. Sponsorship is the most frequent topic for sport marketing papers, followed by general research and research on fans, spectators, and participants. Provides an extensive bibliography of sport‐marketing articles published in academic journals. While a few of these are in marketing journals, the vast majority are published “out of field”.
TL;DR: In this article, the authors present a series of conclusions and implications of this research for services marketing for food retailing companies, including the existence of organizational barriers to the development of market orientation in services businesses.
Abstract: Marketing writing has long argued the value to services companies of developing “market orientation”. However, the existence of organizational barriers to the development of market orientation in services businesses has been neglected. The findings of research in food retailing companies suggests associations between several important aspects of management behavior and successfully developing market orientation. These findings are of particular interest in enhancing the understanding of the problems faced in developing market orientation in retail businesses, but also of general interest to the services marketing reader. A series of conclusions and implications of this research for services marketing are presented.
TL;DR: In this paper, the authors examine the international trade and services marketing literature, develop a definition and classification scheme of four types of international services, discuss recent trends in international services data and present some perspectives on the future of international service.
Abstract: As the twentieth century draws to a close, trade in services has begun to dominate the economies of many nations. International trade in services has also grown significantly, yet little research has been undertaken to understand international services. Theory lags practice by a considerable degree. This paper examines the international trade and services marketing literature, develops a definition and classification scheme of four types of international services, discusses recent trends in international services data and presents some perspectives on the future of international services.
TL;DR: The authors explored the impact of emotional versus rational appeals in advertising services to potential new customers and found that appealing to a novice consumer's emotional responses may be highly desirable in terms of creating a favorable attitude toward a service brand.
Abstract: Despite a growing interest in services marketing as a research topic, the communication of service quality is relatively unexplored. The goal of this study was to shed some light on the relative effectiveness of emotional versus rational appeals in advertising services to potential new customers. Moreover, there was a desire to explore the impact of the following cues on post‐exposure attitude toward an unfamiliar service brand: employees or customers portrayed in the advertisement, pricing information and documentation strategy emphasizing service excellence. The results of this quasi‐experimental study suggest that appealing to a novice consumer’s emotional responses may be highly desirable in terms of creating a favourable attitude toward a service brand. Advertisement‐invoked emotions appear to strongly influence postexposure attitudes and service quality expectations among consumers with limited personal experiences with a service category. Finally, the findings of this study suggest that employing t...
TL;DR: In this article, a seven-item scale was developed to assess consumers' external search activities and assessed the scale's construct validity, which indicated there are two identifiable aspects of consumers' search activities, source and effort.
Abstract: Develops a seven‐item scale to assess consumers’ external search activities and assessed the scale’s construct validity. Moreover, to examine the scale’s generalizability across various services, both things‐directed and people‐directed service settings are used. The findings suggest there are two identifiable aspects of consumers’ search activities, source and effort. Evidence of the construct validity of the seven‐item scale is based on exploratory factor analysis, calculation of Cronbach’s alpha, and a nomological assessment of the scale.
Book•
01 Jan 1999
TL;DR: The second edition continues the tradition of highlighting the best practices from every facet of marketing by combining the expertise of the best and brightest in marketing as mentioned in this paper, with each chapter is written by an authority in their field of marketing.
Abstract: Seventeen experts, one voice! The premise behind Marketing: Best Practices is simple yet effective: combine the expertise of the best and brightest in marketing. The second edition continues the tradition of highlighting the best practices from every facet of marketing. Each chapter is written by an authority in their field of marketing, all of whom are highly regarded for both academic and professional achievements. This unique collaboration results in one of the most cutting-edge texts to hit the principles market in years. Dr. Doug Hoffman, in addition to his chapter on Services Marketing, served as managing editor to ensure a focused and streamlined presentation throughout the book. Without losing the distinct flavor of each contributing author, every chapter is consistent in both format and pedagogy. The writing style is uniform and targeted for the undergraduate level. Cutting-edge topics drive the Opening Vignettes, and the copy maintains a lively, energetic tone. The end result is a solid mix of passion, insight, and firsthand experience not typically found in more traditional "Principles of Marketing" textbooks.
TL;DR: In this paper, a structural LISREL-based model is developed on the basis of a sample of 196 firms which supply business services abroad, and the results suggest that customer relationships, industry relationships and unique competence strongly influence supplier-perceived service quality in international markets.
Abstract: Investigates managers’ perceptions of service quality in the international market. Eight propositions are developed using the relationship approach in industrial marketing and the internationalization process model. A structural LISREL‐based model is developed on the basis of a sample of 196 firms which supply business services abroad. The results suggest that customer relationships, industry relationships and unique competence strongly influence supplier‐perceived service quality in international markets.
TL;DR: In this paper, different levels of expected performance heterogeneity were manipulated using a unique laboratory simulator, and the results showed that the presence of uncertainty in expectations improved the level of disconfirmation, shifting it towards "better than expected" and improving overall satisfaction.
Abstract: Research on perceived risk and multiattribute models with uncertain attributes has shown that consumers are familiar with unit‐to‐unit variability of products and services, and can expect some kind of performance level distribution. This has led to the modelling of expectations along two dimensions – expected mean performance and some measure of its variance. This perspective is in accordance with theories on decision making in economics, finance and decision science. Satisfaction models, however, implicitly assume that expectations are unidimensional, and so far, no research has examined the impact of expected performance heterogeneity on the satisfaction processes. This is surprising, particularly in services marketing, as a high degree of performance heterogeneity is a frequently cited feature of service encounters. In this study, different levels of expected performance heterogeneity were manipulated using a unique laboratory simulator. The results clearly show that expected performance heterogeneity can have impact on the satisfaction process. In particular, at small levels of actual disconfirmation the presence of uncertainty in expectations improves the level of disconfirmation, shifting it towards “better than expected”, and improving overall satisfaction. At higher levels of disconfirmation, uncertainty in expectations did not show any effect on disconfirmation levels.
TL;DR: In this article, the authors examined the relationship between perceived quota difficulty and moral judgment, and found that self-efficacy and market attractiveness were two factors potentially moderating this relationship.
Abstract: Because salespeople operating under an outcome‐based control system are likely to be motivated by self‐interest, sales quotas are believed to drive salespeople to perform unethical behavior, particularly if this behavior is deemed necessary to achieve quota. Accordingly, this article examines the relationship between perceived quota difficulty and moral judgment. Two factors potentially moderating this relationship, ethical climate and consequences for not making quota, are also considered, as well as the influence of market attractiveness and self‐efficacy on quota difficulty. The analysis indicates a significant relationship between quota difficulty and moral judgment when salespeople foresee negative consequences for failing to achieve quota. Further, self‐efficacy and market attractiveness affected perceived quota difficulty. Implications of the study are offered.
TL;DR: In this article, the authors present a range of concepts and models that have utility in heightening management's appreciation of the complexities of achieving service quality in a sport-tourism context.
Abstract: Draws on the extant literature in the areas of services marketing, sport tourism and service quality to present a range of concepts and models that have utility in heightening management’s appreciation of the complexities of achieving service quality in a sport‐tourism context. Emphasis is placed on the multidimensional nature of the issues involved. Generic service and quality concepts and models are tailored to sport tourism through a range of examples. More in‐depth illustrations are provided by case material relating to Club La Santa, which is located on the northern coast of Lanzarote. Marketed as “the world’s leading sport and leisure resort”, La Santa offers all‐year‐round training and leisure facilities for national and international standard sportsmen and women, as well as less competitive visitors who merely seek exercise and relaxation. The managerial implications of the issues are discussed.
TL;DR: In this paper, the effects of perceived benefit, perceived cost, perceived risk, and perceived knowledge are tested within a proposed structural equation, cost-benefit based Banking Services Model (BSM), and the results reveal that the BSM provides a good fit to the data.
Abstract: Empirically examines how certain variables influence the extent of external information search for banking services. The effects of perceived benefit, perceived cost, perceived risk, and perceived knowledge are tested within a proposed structural equation, cost‐benefit based Banking Services Model (BSM). Surveys a sample of 661 students at a major US university to gather data on their information search for banking services. The results reveal that the BSM provides a good fit to the data. Perceived benefit, cost and knowledge influence the extent of prepurchase bank information search. In addition, the consumers felt that it was more beneficial to obtain more information when there was a perceived benefit of lowering risk and when they already had some form of prior product knowledge. Implications of the BSM for services marketing management and consumer theory, limitations of the study, and future research are discussed.