Showing papers on "Services marketing published in 2003"

Angry Customers Don't Come Back, They Get Back: The Experience and Behavioral Implications of Anger and Dissatisfaction in Services

Abstract: This article investigates the specific experience of anger and dissatisfaction and their effects on customers' behavioral responses to failed service encounters across industries. Study 1 demonstrates that anger and dissatisfaction are qualitatively different emotions with respect to their idiosyncratic experiential content. Study 2 builds on these findings and shows how anger and service encounter dissatisfaction differentially affect customer behavior. It provides empirical support for the contention that anger mediates the relationship between service encounter dissatisfaction and customers' behavioral responses. The findings of Study 2 diverge from previous findings in marketing on the interrelationships between customer satisfaction/dissatisfaction, related consumption emotions, and customers' behavioral responses to service failure. The implications of these findings for services marketing theory and practice are delineated.

Services marketing and management

Abstract: PART ONE: UNDERLYING THEMES Underpinning Concepts of Services Marketing Management Evaluation and Measurements of Services PART TWO: MANAGING SERVICES Services Marketing in Specific Contexts The For-Profit Sector Services Marketing in Specific Contexts The Not-For-Profit Sector Organizational Influences on Services Management Management Styles and Emphasis for Services Marketing Internal Marketing in Service Organizations Management Competencies for Services Marketing PART THREE: SERVICE MANAGEMENT ISSUES Contemporary Issues in Services Marketing Service Marketing Management What Does the Future Hold?

Students as “co‐producers” of education: a proposed model of student socialisation and participation at tertiary institutions

Abstract: Through their participation in an array of learning activities, students “co‐produce” their education. At the same time, they also contribute directly to their own satisfaction, quality and value perceptions. How can students be encouraged to fulfil their co‐production roles more effectively? Services marketing researchers have long acknowledged the important participatory role of service customers and have also tested models of the antecedents and consequences of customer socialisation and participation in a range of service settings. Presents a new conceptual model of student socialisation and participation to be tested in the context of higher education.

An exploratory perspective of service brand associations

Abstract: Over the past 20 years the commercial importance of services has been realised, highlighting the importance of research to understand service brands and their meaning for consumers. However, to date, the branding models developed lack empirical testing, are derived from the perspective of brand practitioners rather than consumers, and pay little attention to the branding of services. This study seeks consumer‐based information via qualitative and quantitative methods regarding brand dimensions that hold meaning to consumers for branded services. The results indicate a number of key dimensions that are important to consumers for both goods and services, such as core product/service, experience with brand and image of user. Dimensions such as feelings and self‐image congruence were not found to be important, while word‐of‐mouth, servicescape, and employees held importance for branded services. The results also indicate significant relationships for brand dimension importance and brand associations, associations and attitudes, and attitudes and intentions. The results suggest important implications for brand managers, in addition to providing a platform on which future research can be built to further understand service branding.

Competitive advantage in SMEs : organising for innovation and change

Abstract: Biographies.Preface.1. Introduction: (F. Tilley and J. Tonge).Section 1 General Management Issues.2. Competitive Advantage in SMEs: Towards a Conceptual Framework (O. Jones).3. Strategic Management for Small and Medium-sized Enterprises (SMEs) (A. Marsden & C. Forbes).4. Corporate Governance for Competitive Advantage in SMEs (R. Warren).5. Sustainability and Competitiveness: Are There Mutual Advantages for SMEs? (F. Tilley, et al.).Section 2. Managing People.6. Human Resource Management: Managing People in Smaller Organisations (S. Taylor, et al.).7. Employee Share Ownership in SMEs (A. Pendleton).8. Managing Creativity and Competitive Advantage in SMEs: Examining Creative, New Media Firms (M. Banks, et al.). 9. Innovation in SMEs: Intrapreneurs and New Routines (O. Jones ).10. Networking Capability: The Competitive Advantage of Small Firms (D. Taylor & K. Pandza).Section 3. Functional Management.11. The Adoption of E-Business Technology by SMEs (P. Windrum and P. de Berranger).12. Supply Chain Management: Improving Competitive Advantage in SMEs (A. Macpherson & A. Wilson).13. Sustaining Viability in SMEs: Perspectives on Innovation in Financial Management (B. Sweeting, et al.).14. Retail and Services Marketing (S. Baron).15. Conclusion (O. Jones & F. Tilley).Index.

The future of services marketing: forecasts from ten services experts

Abstract: Over the past two and a half decades services marketing has emerged as a well established area of inquiry in the marketing discipline. In many ways, its growth and acceptance in the academic arena are indeed noteworthy. A question arises, however, concerning the direction that services marketing as a field of study should take in the future. This article reports and content‐analyzes the insights of ten leading services scholars regarding that question. That group comprises Leonard Berry, Mary Jo Bitner, David Bowen, Stephen W. Brown, Christian Gro¨nroos, Evert Gummesson, Christopher Lovelock, Parsu Parasuraman, Benjamin Schneider, and Valarie Zeithaml. Recurring themes and provocative observations among the services experts’ comments are related and discussed. Concluding remarks are offered.

Managerial implications of predicting purchase behavior from purchase intentions: a retail patronage case study

Abstract: Services managers are dependent on forecasting purchase behavior when making resource allocation decisions. Purchase intentions are commonly used as a basis to forecast purchase behavior. This practice is, however, not without its critics. In a study of restaurant patrons, it was found that the patrons who expressed strong purchase intent and made a subsequent purchase demonstrated distinct attitudes differences when compared to those patrons who also expressed strong purchase intent but failed to make a subsequent purchase. The results suggest that the service manager could be misled, and therefore could make costly service mix mistakes, if purchase intent is used solely to model purchase behavior. Specific strategy implications are discussed.

A Conceptual Model for Sport Services Marketing Research: Integrating Quality, Value and Satisfaction

Abstract: This paper advances our understanding of the relationship between quality, value and satisfaction in the context of spectator sport services. This is achieved through an analysis and examination of relevant secondary data culminating in a conceptual model. Although extensive research has been conducted in the three separate areas of quality, value and satisfaction, to date no work has been reported attempting to develop macro models that capture the concepts and their potential interrelationships. Such macro models could enhance the communication and stimulate further research for sport marketing scholars. This paper proposes a model apposite for further research and in the process leads to the potential confirmation, rejection or indeed, adaptation of the conceptualization of sport services.

Analysing the commitment - service quality relationship: a comparative study of retail banking call centres and branches

Abstract: Adopting an internal marketing approach, this paper attempts to provide a deeper understanding of the organisational commitment—service quality relationship in the service context. This is done by empirically testing the relationships that the three components of organisational commitment (affective, continuance and normative) have with the service quality of customer-contact employees. The hypotheses were framed by critically reviewing the extant literature in the areas of services marketing and human resource management. A large sample comparative study was conducted on employees in call centres and branches of a major retail bank in UK. We explore the important question of how the three components of organisational commitment influence the employee-perceived service quality differently in call centres and in branches. The findings indicate that in branches, both affective commitment and continuance commitment have significant positive impact on service quality while in call centres, only affective commitment is found to affect service quality significantly. Having established the commitment—service quality relationship, the implications for designing internal marketing strategies are further discussed.

Information marketing: seven questions

Abstract: Seeks to encourage information professionals to take a critical perspective on the nature and practice of marketing as it relates to information‐based products and services. The following questions are explored: What is marketing? What is information marketing? Are you marketing or selling? When does marketing end and service delivery begin? Is it possible to brand an information service? Is it possible to “make friends and influence people” through a screen? Does marketing have any impact? From an academic perspective the exploration of these questions supports the development of an understanding of the nature of information marketing. For practitioners, the discussion surfaces some of the questions that marketers need to be prepared to answer.

Singapore Airlines: what it takes to sustain service excellence – a senior management perspective

Abstract: Singapore Airlines (SIA) is internationally recognized as one of the world’s leading carriers. This article details the results of a series of in‐depth interviews with SIA’s senior management on their views on what made SIA a service champion, and what it will take to maintain its lead in the industry. Excerpts from there interviews were broadly organized into four sections. They are: “SIA’s perspective of service excellence and key challenges”; “Understanding customers and anticipating their needs”; “Training and motivating the front line”; and “Managing with an eye for detail and profits”. The interviews show what SIA’s senior management sees as their key drivers of service excellence. The drivers are then related to key frameworks and models from the services marketing/management literature. Implications for current and aspiring service champions are derived.

Classifying Services by Tangibility/Intangibility of Attributes and Benefits

Abstract: This study involved two primary objectives. First, since no multi-item measure of perceived tangibility/intangibility of service offerings has emerged in the services literature, one is proposed. Second, the measure is used to classify service offerings according to the level of perceived tangibility/intangibility of their salient attributes and desired benefits. The resulting services taxonomy is intended to help guide services marketers with their positioning and promotional decisions relating to the need for overcoming the problem of service intangibility.

Services marketing: taking up the sustainable development challenge

Abstract: There is a window of opportunity within the area of design for sustainability for services marketing academics and practitioners to offer their knowledge and experience to manufacturing companies and academics. Over the last decade there has been a growing interest in services within the field of sustainable development. Services are viewed as a dematerialized alternative to existing products, with reduced environmental impact (i.e. less material and less energy use to fulfil a certain need). The services considered by academics in the field of sustainable development are those related to products or those substituting products. These services are often called “eco‐efficient services”. Academics focusing on the development of eco‐efficient services can use elements of theory and experience available within the services marketing discipline. Services marketing academics and practitioners can help in developing blueprints and processes to facilitate manufacturing companies to shift towards a more service‐intensive way of doing business. This paper calls for cross‐disciplinary collaboration.

Service Quality - Main Conceptualizations and Critique

Abstract: Conceptualization and measurement of service quality perceptions have been the most debated and controversial topics in the services marketing literature to date. The current paper analyzes the main debates about how to conceptualize service quality - about the nature of perceived service quality (perception of performance vs. disconfirmation) and the formation of service quality (single construct vs. aggregation of several dimensions). The paper explores the main theoretical viewpoints and seeks supportive empirical evidence. A synthesis of different theoretical viewpoints and ideas for further research is discussed.

Online service marketing and delivery: the case of Swedish museums

Abstract: This article addresses service marketing and service delivery over the Internet. Some service activities – information, education and entertainment – can be delivered as well as promoted over the Internet. An empirical study focusing on museums has been carried out. The purpose has been to describe the current use of the Internet by Swedish museums and propose some strategies with regard to its value as a service delivery tool. The 371 Swedish museums that have a homepage have been examined. Of these, 156 museums operate their own Web site. The study has consisted of a content analysis of the sites as well as a questionnaire study and two preliminary in‐depth interviews. A cluster analysis was carried out, resulting in four groups being defined. It is found that the use of the Internet is still in its infancy. Three strategies for Internet service delivery are proposed.

"Market" classification and political campaigning : some strategic implications

Abstract: There is an argument for a flow of logic from market structure to marketing strategy and performance. The nature of the political “market” and service-product constrains and dictates marketing strategy choices. Interactions between the voter, parties, and candidates in political campaigns could be likened to human services (Dickens, 1996) in commerce. However, parties and candidates operate in peculiar poligopolistic markets competing for the authority to deliver government services through an exclusive right of franchise bidding process similar to that in business-to-business markets. A structure-conduct-performance model is presented based on an analysis of political markets from consumer, industrial, and services marketing perspectives to provide strategic marketing insights. Political marketing is a hybrid subdiscipline of marketing incorporating characteristics from all three major marketing paradigms, with services marketing theory holding particular promise for future theory development.

Assessing customer-salesperson interactions in a retail chain: differences between city and country retail districts

Abstract: This study attempts to examine the relationship between the dimensions of service quality and customer loyalty in a retail chain departmental store setting in Victoria, Australia. The focus of the study is on the differences between two retail districts; namely, the city retail district, consisting of, primarily, two retail stores located approximately 20km from the city of Melbourne (n = 339); and the country retail district, consisting of, primarily, two retail stores located approximately 200km from the city of Melbourne (n = 324). The results showed that service quality is positively associated with customer loyalty, and that the most significant predictor of customer loyalty in the city retail district is empathy, while the most significant predictor of customer loyalty in the country retail district is tangibles. Further discussion and managerial implications can be interpreted from these findings

A Cross-Cultural Perspective on the Role of Branding in Financial Services: The Small Business Market

Abstract: Research in services marketing has recognised the role of brands as aids to customers’ decision making, particularly in situations where credence qualities and perceived risk may be high. In practice, there is limited empirical evidence for the role played by brands in highly intangibly contexts such as financial services. This paper explores the role of the brand in relation to bank selection by small business customers in two culturally distinct countries, namely Egypt and the UK. The results indicate that there is considerable similarity in the role played by brands in both countries and suggest that greater emphasis should be placed on brands when developing marketing strategies for the small business market.

Deregulation of professional accounting services in the United Kingdom: integrating marketing and accounting

Abstract: Spurred by deregulation, the needs of professional service firms have changed dramatically over the past few decades. These changing needs have led to the use of business concepts previously avoided by such firms. As previously regulated industries have become more competitive, professional service firms have begun to rely upon services marketing concepts to maintain and/or strengthen their position in a widely expanding competitive arena. This paper focuses upon the use of the traditional marketing concepts of pricing and promotion in the accounting profession. Historically, customer-oriented pricing and promotion concepts, as understood by marketers, have been avoided by professional accounting services. Accounting firms tend to view their markets from a production viewpoint rather than the customer's viewpoint. That is, the accounting firm's price has historically been based on the cost of the service, with promotion basically avoided. This research examines the pricing and promotional strategies of Ti...

Consumer preferences for general practitioner services.

Abstract: This study focuses on segmenting the market for General Practitioner services in a regional setting. Using factor analysis, five main service attributes are identified. These are clear communication, ongoing doctor-patient relationship, same gender as the patient, provides advice to the patient, and empowers the patient to make his/her own decisions. These service attributes are used as a basis for market segmentation, using both socio-demographic variables and cluster analysis. Four distinct market segments are identified, with varying degrees of viability in terms of target marketing.

Business to Business Marketing: Strategies and Implementation

Abstract: Competitiveness, Marketing and Business-to-Business Marketing Business-to-Business Markets and Customers Understanding Industrial Purchasing Markets and Supplier Strategy Segmentation and Marketing Strategy Information and Information Systems Offer design and Management Market Access and Customer Management Advertising and Publicity The Marketing of Innovative Technologies Services Marketing Project Marketing The Role and Organisation of Marketing Customer Position, Market Position, Marketing Strategies and Planning

Relationship Strategy, Effectiveness, and Responsiveness in Services Marketing

Abstract: Relationship marketing has been recognized as a new paradigm in marketing. Although the practice of relationship marketing has expanded rapidly across the globe, most of the published researches in this area of study are based on data collected from North America or Europe. This research studies the relationship between relationship strategy, relationship effectiveness, and responsiveness to customer needs using data collected through the administration of the One-to-One Gap Tool (Peppers, Rogers, and Dorf 1999) in the Indian service sector. The results of statistical analysis using LISREL provide strong support for the positive relationship between relationship effectiveness and responsiveness to customer needs. The Organizational Activity of relationship strategy was also found to possess relationships consistent with theory. However, findings regarding the Informational Activity and the Operational Activity are less conclusive. Managerial implications and directions for future research in rela...

Analysing the Commitment - Service Quality Relationship: A Comparative Study of Retail Banking Call Centres and Branches

Abstract: Adopting an internal marketing approach, this paper attempts to provide a deeper understanding of the organisational commitment — service quality relationship in the service context. This is done by empirically testing the relationships that the three components of organisational commitment (affective, continuance and normative) have with the service quality of customer-contact employees. The hypotheses were framed by critically reviewing the extant literature in the areas of services marketing and human resource management. A large sample comparative study was conducted on employees in call centres and branches of a major retail bank in UK. We explore the important question of how the three components of organisational commitment influence the employee-perceived service quality differently in call centres and in branches. The findings indicate that in branches, both affective commitment and continuance commitment have significant positive impact on service quality while in call centres, only affective commitment is found to affect service quality significantly. Having established the commitment — service quality relationship, the implications for designing internal marketing strategies are further discussed.

The effects of employee service quality provision and customer personality traits on customer participation, satisfaction, and repurchase intentions

Abstract: .................................................................................................................................xi Chapter 1 – Introduction ........................................................................................................1 Chapter 2 Literature Review and Conceptual Model ..........................................................7 Framework of Customer Participation and Control in the Service Encounter ..........7 Summary Customer Motivations to Participate in Service Delivery .........13 Summary Service Quality and Service Customer Participation in the Service Encounter ....................................................................................14 Functional Participation.....................................................................15 Technical Participation ......................................................................17 Self-Service Participation ..................................................................18 Summary Customer’s Perceived Process and Outcomes ............................19 Summary Customer Control........................................................................20 Service Encounters and the Service Situation ...........................................................21 The Service Encounter...................................................................................21 The Service Situation.....................................................................................25 Social, Interpersonal Interaction and Personality ......................................................28 The Service Encounter Interaction.................................................................28 Social Interactions and Personality................................................................30 Theory of Interdependence In Social Interaction...........................................32 Motivations and Attitude Functions...........................................................................34 Service Customer Participation and Control .............................................................36 Conceptual Domain .......................................................................................37 Service Customer Participation......................................................................38 Service Customer Control..............................................................................45 Chapter 3 – Empirical Model, Variables of Interest, and Hypotheses...................................50 Portion of Framework Being Studied ........................................................................50 Constructs Being Studied...........................................................................................51 Research Hypotheses .................................................................................................54 Personality Variable of Interest: Self-Monitoring .........................................54 Hypotheses 1-A and 1-B....................................................................64 Personality Variable of Interest: Locus of Control ........................................65 Hypothesis 2.......................................................................................68 Othogonality Assumption ..............................................................................68 Hypothesis 3.......................................................................................69

Targeting a niche market of pet owners: consumer evaluation of a mobile veterinarian's service concept

Abstract: The veterinary care service industry in the USA is projected to continue its growth during the next decade, primarily due to increasing numbers of pets and rising consumer expenditure for pet medical care. The increasing demand for pet care has spawned a proliferation of traditional and non-traditional veterinary services. There is a need to examine the market potential for new veterinary services. A concept test among 150 target consumers is used here to provide an evaluation of a non-traditional veterinary service—mobile veterinary care for small companion animals. Although using a vet who makes house calls would require a change in consumer behaviour, the findings indicate that the service concept is appealing to a niche market of pet owners who desire more service convenience and are willing to pay for it. Educating more consumers about the service benefits may broaden its appeal. Copyright © 2002 Henry Stewart Publications Ltd.

Monitoring the performance of a reproductive health franchise in Nepal.

Abstract: The objective was to assess whether there were improvements in client perceptions of the quality of care received at clinics that were part of the Sewa (Nepali for "care") franchise network; an increase in reproductive health visits occurred at the Sewa clinics The Commercial Market Strategies project implemented a pilot network of private-sector nurses and paramedics in Nepal Network activities began in April 2001 Franchisees were given basic reproductive health training for seven days In addition a two-day training was given on services marketing which included the use of interpersonal techniques to develop trust and loyalty among clients Sewa clinics were supported by a referral mechanism and were supplied subsidized family planning products External-marketing activities such as mass media promotions began only two weeks prior to the second-round survey because of political unrest and associated delays in implementation Two rounds of surveys were conducted with clients who exited franchise clinics The first-round exit survey was conducted in March 2001 The second round was conducted in February and March 2002 Logistic regression analysis was used to assess changes in clients perceptions of the quality of care they received Clients perceptions of the quality of services improved after the intervention The proportion of women who visited for reproductive health reasons was also higher in the second round The latter suggests that a larger number of reproductive health clients visited clinics in round two Better-educated women were more likely to make a reproductive health visit in round two as well The greater likelihood of educated women making a reproductive health visit at round two was explained by an improvement in their perception of service quality In round two because of the delay in the implementation of external marketing activities most clients were not aware that the provider was a member of the Sewa network Those clients who were aware however were significantlymore likely to make a reproductive health visit The Sewa franchise has made progress in increasing the availability perceived quality and use of reproductive health services These improvements appear to be related to provider training on building relationships with clients Clients limited awareness of the Sewa franchise brand name however suggests that providers have not received the full benefits of belonging to a franchise A stronger marketing effort that increases client volume is likely to lead to the strengthening of the Sewa franchise (authors)

Real estate products and services marketing method

Abstract: A real estate products and services marketing method is provided. In one embodiment, a real estate improvement provider coordinates with a realtor to provide the improvement and to defer payment from the seller for the improvement until close of the seller's real estate. In another embodiment, the improvement provider coordinates with a lender to provide the improvement and to defer payment from the borrower until close of the loan. In a further embodiment, a realtor identifies needed improvements in seller's real estate and locates an appropriate improvement provider(s), wherein payment for the improvement(s) is deferred until close of the seller's real estate. In still another embodiment, a lender identifies needed improvements in borrower's real estate and locates an appropriate improvement provider(s), wherein payment for the improvement(s) is deferred until close of the loan. It is expected that the increase in sales price/loan amount exceeds the cost of the improvement.