Showing papers on "Services marketing published in 2013"

International Services Marketing

Abstract: Discusses and applies a general framework for services quality to make a comparative evaluation of ten dimensions of service quality between developed and developing countries Derives specific hypotheses for each of the service quality dimensions based on the relevant environmental factors characterizing developed and developing economies Discusses managerial implications of the hypotheses that are derived, and proposes the empirical investigation of these hypotheses as a direction for future research

Fresh ideas: services thinking for social marketing

Abstract: Purpose The social marketing literature tends to focus on upstream marketing (policy) and downstream (individual behaviour change) and has a limited view on midstream (working with partners and community groups) social marketing. The paper proposes midstream social marketing should also include an understanding of how services and service employees influence and support individual behaviour change goals. The paper presents four key services marketing principles - derived from services theory and thinking - which the paper believes to be essential for implementing effective midstream social marketing. Design/methodology/approach This is a conceptual paper that uses service theory and case-examples to show how service thinking can be used as a midstream social marketing approach. Findings For effective uptake and impact of social marketing services amongst people and populations, social marketers need to design programs that consider the service experience, the service employee, service quality/customer value and the active role of the customer in value creation. Research limitations/implications Services marketing is a well-established sub-discipline of marketing which, until recently, has not interacted with social marketing. The extension and application of services theory for social marketing can enrich and propel the social marketing discipline forward. Further research is recommended to evaluate how service principles can be applied in practice. Social implications Given that social marketing services tend not to be accessed in sufficient numbers by the people who most need them, social marketers need to think beyond the technical, cognitive, and organisational-focused goals when designing social services. Originality/value This paper identifies key service theories that social marketers should understand and use and is thus a source of fresh ideas for theory and practice.

Data‐driven services marketing in a connected world

Abstract: Purpose – The purpose of this paper is to provide insights into the benefits of data-driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward-looking dashboard to measure marketing ROI and guide future marketing spend is explored. Design/methodology/approach – A detailed synthesis of the literature is conducted and contemporary sources of marketing data are categorized into traditional, digital and neurophysiological. The benefits and drawbacks of each data type are described and advantages of integrating different sources of data are proposed. Findings – The findings point to the importance and untapped potential of data in its ability to inform tactical and strategic marketing decisions. Future challenges, including top management support, ethical considerations and developing data and analytic capabilities, are discussed. Practical implications – The results demonstrate the need for executive service marketing dashboards that include key metrics that are service-relevant, complementary and forward-looking, with proven linkages to business outcomes. Originality/value – This paper provides a synthesis of data-driven services marketing and the value of traditional and contemporary metrics. Since the true potential of data-driven service management in a connected world is still largely unexplored, this paper also delineates fruitful avenues for future research

Does Social Media Influence Consumer Buying Behavior? An Investigation Of Recommendations And Purchases

Abstract: This research investigates consumers who made a purchase of an item based on the recommendation of a peer or contact via social media (e.g., Facebook; Twitter). Using a sample of 249 consumer purchases, this research analyzes the type of product purchased, the cost of the item, and numerous other product dimensions related to the purchase. Results of the study, along with direction for future research, are presented.

Marketing Islamic banking products: Malaysian perspective

Abstract: Purpose – The rapid growth of Islamic banking in Malaysia warrants banking institutions being more proactive and innovative in marketing their products. The purpose of this paper is to re‐evaluate the progress and achievements of Islamic banking in Malaysia, particularly in the area of sales and marketing of Islamic banking services.Design/methodology/approach – This paper adopts a comprehensive literature review from various published sources. All related references were discovered through electronic databases, journals and books in the area of the relevant literature in Islamic finance, banking and services marketing.Findings – The driving force for the growth of Islamic banking and financing products is the corporate clients, and not the Muslim individuals. In fact, the non‐Muslim individuals also use Islamic banking if they find that the service is good and meets their expectations. This paper shows evidence that the marketing activities of Islamic banking products is relatively ineffective compared t...

Modelling trust in service relationships: a transnational perspective

Abstract: Purpose – This empirical paper aims to assess the multi-dimensional nature of trust in service relationships. Although trust is deemed to be important for managing service relationships there is a dearth of research looking at its multidimensional nature outside of Western markets. Design/methodology/approach – The study is undertaken in three countries: UK, Hong Kong and India (September to November 2010). The sample consists of more than 300 sample members from across the three countries with an approximately even split between each. Findings – The findings show that cognitive trust does not significantly impact affective trust, but the other relationships in the model are supported. Customer ' s disposition to trust impacts both cognitive and overall trust. Research limitations/implications – The research provides direction for services marketing scholars and practitioners, but there are limitations because not all types of financial institutions are evaluated. Practical implications – The practical im...

Data analysis techniques in service quality literature: Essentials and advances

Abstract: Academic and business researchers have for long debated on the most appropriate data analysis techniques that can be employed in conducting empirical researches in the domain of services marketing On the basis of an exhaustive review of literature, the present paper attempts to provide a concise and schematic portrayal of generally followed data analysis techniques in the field of services quality literature Collectively, the extant literature suggests that there is a growing trend among researchers to rely on higher order multivariate techniques viz confirmatory factor analysis, structural equation modeling etc to generate and analyze complex models, while at times ignoring very basic and yet powerful procedures such as mean, t-Test, ANOVA and correlation The marked shift in orientation of researchers towards using sophisticated analytical techniques can largely be attributed to the competition within the community of researchers in social sciences in general and those working in the area of service quality in particular as also growing demands of reviewers of journals From a pragmatic viewpoint, it is expected that the paper will serve as a useful source of information and provide deeper insights to academic researchers, consultants, and practitioners interested in modelling patterns of service quality and arriving at optimal solutions to increasingly complex management problems

Facility management value dimensions from a demand perspective

Abstract: Purpose – This paper aims to introduce and describe the concept of the facility management (FM) value network which takes a subjective perspective and reflects upon the relationships amongst key FM stakeholders. The FM value network focuses on demand by considering client, customer and end-user perceptions of value, providing a conceptual foundation for considering a demand driven, service-oriented and user focused approach to FM. It introduces concepts drawn from related fields such as services marketing, business economics and management and identifies an agenda for future research. Design/methodology/approach – This paper is based on results of an extensive literature review, research workshops and a pilot case study, to explore stakeholder's perceptions of value within FM relationships. Findings – This paper proposes an alternative view of FM stakeholders and the outcomes they value in comparison to a conventional built environment perspective. It provides examples of value dimensions relevant to the ...

The Effect of Services Marketing Mix Elements on Customer-Based Brand Equity: An Empirical Study on Mobile Telecom Service Recipients in Jordan

Abstract: The purpose of this research is to study the effect of services marketing mix elements on customer-based brandequity through empirical study of mobile telecommunication service recipients. It also aims to determine theinfluence of such elements on customer-based brand equity and to reveal which is the most influential.We employed a questionnaire-based survey consisting of 56 questions and distributed to 1,930 respondents in thethree largest governorates in Jordan: Amman, Irbid, and Al-Zarqa. In total, 1,492 questionnaires were returned,corresponding to a response rate of 77%. In order to analyze the data obtained from questionnaires, quantitativemethods were employed, and reveal that there is a significant effect of services marketing mix elements uponcustomer-based brand equity.The study suggests that customer-based brand equity is a valuable asset for any services sector, especially formarketing managers to assess the results of their efforts by getting feedback from customers to diagnose anyproblem that can appear in the provided service. In addition, customer-based brand equity provides a clearapproach which can be employed by managers for the design and creation of branding strategy. This should enablemanagers to minimise problems that could arise from limited resources.

Examining the impact of experience on value in social marketing

Abstract: Purpose – The purpose of this paper is to examine the impact of experience levels on consumers' value perceptions in their use of a social marketing preventative health service. The study uses services thinking to investigate customer value in a social marketing consumption situation. Design/methodology/approach – An online, self-completion survey was conducted on n=853 Australian women who were users of breastscreening services. Findings – Experienced users derived higher levels of functional and emotional value than novice users and reported higher levels of satisfaction and behavioural intentions to use the service again. However, path analysis indicated that satisfaction was a stronger driver of behavioural intentions for novice users. Practical implications – The findings highlight the need to understand and segment target audiences in more meaningful ways beyond traditional demographic segmentation. There is a need to understand the value benefits that target audiences seek and acknowledge that thes...

Innovations in Services Marketing and Management: Strategies for Emerging Economies

Abstract: This book presents insights into marketing strategies and tactical perspectives in both large and small enterprises, exploring case studies, contemporary research, and theoretical frameworks in effective business management.

How fit connects service brand sponsors with consumers' passions for sponsored events

Abstract: Given the strong interest among services marketing practitioners in sponsoring events, this study illustrates how events and sponsorships synergistically facilitate and deepen consumer relationships by connecting service brands with consumers' passions. Structural equation modeling is used to test a congruity theory-based framework via a field study conducted at a professional cycling event. The tested model holds for two service brands operating at different levels of sponsorship. The results demonstrate how the combination of consumers' attitudes toward the event, knowledge of the sponsor brand and their level of activity in the event domain influence their assessments of event-sponsor fit. Interestingly, the findings indicate that, in the context of a community-based sports event, the title sponsor did not experience any discernable advantage of sponsorship, despite its elevated position as a sponsor and higher brand equity.

A Multicultural Service Sensitivity Exercise for Marketing Students.

Abstract: Services marketing and retailing courses place service quality at the heart of the curriculum, painting service providers as defenders of their customers’ welfare and thwarters of service failures ...

Getting young adults back to church: A marketing approach

Abstract: Worldwide, church membership is decreasing. A decline in the number of young adults that attend church services is also evident. The purpose of the research was to determine whether the application of a well-established body of knowledge of marketing theories and principles could be used by churches to encourage young adults to return to the church. The application of services marketing to the church as a non-profit organisation is discussed by focussing on non-physical and physical atmospheric cues in the church’s servicescape that could enhance church attendance. A quantitative approach was used by testing the opinions of 200 church service attendees of different denominations. The findings indicated that certain elements in the servicescape of a church may be useful in attracting young adults. It was found that music is a strong determinant of whether young adults attend church services, followed by layout and design of the church and then by the signs and symbols used in the church. Females reported significantly higher levels of positive perceptions concerning the layout and design. Although the research showed that some marketing elements, such as a positive servicescape, could improve church attendance, other personal elements such as forming personal relationships with fellow Christians and God need to be further explored.

Demographic Factors in the Evaluation of Service Quality in Higher Education: International Students' Perspective

Abstract: IntroductionIncreasing globalization has significantly impacted on the nature and delivery of higher education. Nowadays, students the world over have opportunities to study abroad. Meanwhile, higher education institutions, both public and private, are expanding their market boundaries to cater to international students in addition to their traditional, local students. This trend reflects clearly the mobility of international students around the world and it is evident that many students enroll in other countries to attain higher education; in 2009, the number of tertiary students enrolled in institutions outside their countries of origin reached 3.7 million, of which 83% were studying in G20 countries (OECD, 2011). As the international students emerged as an important segment in the education market, especially of higher education, universities and colleges began to adopt the marketing concept and customer orientation in their efforts to recruit international students.To attract foreign students to a higher education institution, the quality of education services provided to the students can be considered as an appropriate measure. Education is by nature a service industry and service quality is the key to the satisfaction of students and consequently to the success of education institutions. Due to the importance of service quality in the education industry, there were many studies investigating the important attributes and dimensions of service quality. Scholars attempted to develop models to measure and evaluate service quality, e.g. SERVQUAL and SERVPERF. A large number of studies were undertaken in the field of service quality of higher education using SERVQUAL model (Buttle, 1996).Studies of service quality took place in many areas of services, including education services in which the quality of educational services is perceived and evaluated by students. In most studies, demographic aspect of service quality was considered and findings were drawn in relation to the demographic factors. In general, students? demographic factors can moderate the levels of expectation and perception of service quality. Different demographic groups of students such as age, gender and nationality can evaluate the service quality of educational services in different ways.The earlier studies of demographic factors in service quality were conducted in the context of general students without paying particular attention towards international students. New research should direct towards international students, as they are increasingly important for education institutions. International students are from different countries and with diverse social, cultural, political and economic backgrounds. The differences in these backgrounds can affect their evaluation of service quality. An understanding of evaluation of service quality in the context of demographic factors can serve as a major input for policy makers and marketing personnel. This study will investigate the crucial role of demographic variables on service quality evaluation by international students pursuing higher education in Singapore.Literature ReviewService QualityIn the business and marketing literature, much attention has been paid to services and services marketing. Service is recognized as a form of product that consists of activities, benefits or satisfaction offered for sale (Kotler & Armstrong, 2010). Service quality is essential to a service company as it can directly have impact on customer satisfaction (Ibid, 2010; Parasuraman, Zeithaml & Berry, 1985; Buttle, 1995). However, the distinct nature of service being different from goods makes it difficult to judge service quality. It is safe to say that it is almost impossible for service quality to be measured objectively.Notwithstanding the lack of absolute measurements of quality, in reality, service quality is still "measured" in the eyes of customers. Perception is defined as "the process in which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world? …

Role of Internal Marketing in Employee Engagement Leading to Job Satisfaction of Employees in Private Banks of Pakistan

Abstract: This study aims to analyze the relationship between internal marketing and job satisfaction with the mediating effect of employee engagement. The data was collected from the Banking sector of Pakistan. The questionnaires were used to collect the data. Convenience sampling was used in this study. The sample size of the study was 400 but we had received only 250. After applying regression and correlation we found that internal marketing have positive relationship with job satisfaction and employee engagement also have positive relationship as mediator. I. Introduction In the present era, services have become key to success in the fiscal progressions of countries worldwide. During the decade of 1980"s, many nations had faced abolishment of services specially in banking, insurance, telecommunication, transport and healthcare, which in return ultimately gave rise to a firm competition among various business. At that time many organizations felt the need to diversify and devise different marketing strategies for the satisfaction of customers. Thus in such a varying situation, survival of the fittest was pushed to be the key to sustainability. Internal marketing was first proposed as a solution to the problem of delivering high quality service. According to this concept, the human resource of an organization which affects the quality of customer service being delivered. Internal marketing is part of the marketing strategy with the employee"s themselves act as internal customers. It is used as a philosophy for managing human resource of the firm by satisfying their necessities so that they work with utmost dedication and devotion and pave way for the company"s success. The fifth "P" in services marketing mix is People who are a vital constituent to any service provision. If an organization wants to obtain a form of competitive advantage, it needs to recruit the right staff and train them effectively in their service delivery. Recently more emphasis is lied on providing good services to the employees of the organization than its customers. Employee Engagement is the level of commitment of employee on both emotional and intellectual grounds fulfilling all the requirements of work place making sure mission and vision of the company are met at all times. It can also be defined as owing the company in such a manner that it will benefit both the external and internal leading to success of the company. The concept was derived by Schmidt et al. (1993), describing it as modern version of job satisfaction. They defined it as "an employee's involvement with, commitment to, and satisfaction with work. Employee engagement is a part of employee retention." It further integrated the concept of job satisfaction with the organizational commitment (Smith et al., 1969) (Meyer & Allen, 1991). The banking industry is going through drastic revolution worldwide mainly due to the relaxation in economic restrictions, private sector ownerships and growth on worldwide scale. The Pakistani banking industry is part of all this. Banks area pivotal to the fiscal development of present countries. Conventionally, in Pakistan private participation is limited for banks as compared to banks in public sector. During the decade of 1990, circumstances got changed in the banking sector industry. Technological advancements had an incredible impact on the operations of commercial banks in the public sector of Pakistan by pioneering the concept of Mobile banking services in order to fulfill the emerging needs and facilitate clients. Like other economical service industries, the banking industry is facing some unique challenges including unpredictable market, innovations, financial volatility, furious rivalry and needs and desires of consumers. Banking is included in service industry thus its distinguishing factors are its customers and how they are being served. Employees dealing directly with customers should be acquainted with the basic know how of handling and satisfying their customers.

A Critical Review of Service Quality

Abstract: The aim of this paper is to draw attention upon the importance of service quality and the evolution of the concept accross the years. In order to attain this goal, the authors will make a review of the ”service quality” concept – for what does it stand and how it can be measured?, as well as the most notable managerial implications associated with service quality.

Services Marketing: An Interactive Approach

Abstract: PART I. FOUNDATIONS OF SERVICE MARKETING. 1. Understanding Services Marketing. 2. Frameworks for Managing the Customer's Experience. 3. Plugging into the Information Age. PART II. CREATING THE INTERACTIVE EXPERIENCE. 4. Planning and Producing the Service Performance. 5. Designing the Service Setting. 6. Leveraging the People Factor. 7. Managing the Customer Mix. PART III. PROMISING THE INTERACTIVE SERVICE EXPERIENCE. 8. Setting a Price for the Service Rendered. 9. Promoting the Interactive Service Experience. 10. Building Customer Loyalty Through Service Quality. 11. Regaining Customer Confidence Through Customer Service and Service Recovery. 12. Researching Service Success and Failure. PART IV. MANAGEMENT ISSUES IN SERVICES MARKETING. 13. Developing Marketing Strategies for Services. 14. Coping with Fluctuating Demand for Services. 15. Thinking Globally: "It's a Small World After All". Appendix: Careers in Services. Glossary. Name Index. Organization Index. Subject Index.

How does the customer fit in relational coordination? An empirical study in multichannel retail banking

Abstract: Although their importance in service operations is widely acknowledged in services marketing literature, the place and role of customers in organizational theories remain unclear. In particular, the way customers may influence the firm’s intra-organizational coordination has received little attention. By combining services marketing and intra-organizational coordination theories, this paper contends that customers may influence the coordination process among service employees, also called relational coordination. Relational coordination is a process that focuses on the interactions among the roles endorsed by employees who participate in this process, carried out through communication and a web of relationships among these participants. It is argued here that customers should be included among the set of participants in relational coordination; they might influence relational coordination among service employees through the way service employees perceive customer participation (CP) in service processes. This article proposes a conceptual framework of the potential influence of CP on relational coordination among frontline service employees, by reporting the findings of case studies carried out in two multichannel retail banks. The data analysis offers two main results. First, the way in which frontline employees perceive inputs (i.e., what customers bring to service processes) and the antecedents of CP (i.e., reasons customers participate in service processes) appears to influence relational coordination among employees. Second, this influence seems to be moderated by the nature and history of the customer–employee interaction. The data analysis also suggests mutual leniency as a potential new sub-dimension of the relationship dimension of relational coordination. Presented as five propositions, these results offer some limitations and further research directions discussed at the end of the paper.

Principles of marketing : a value-based approach

Abstract: 1 The Purpose of Marketing Ayantunji Gbadamosi, Ian Bathgate and Sonny Nwankwo 2 Understanding the Marketing Environment Peter Taylor 3 Consumer Buying Behaviour Hina Khan 4 Managing Marketing Information for Value Creation Ayantunji Gbadamosi and KaushikV Pandya 5 Marketing Strategy: Segmentation, Targeting and Positioning Uzoamaka Anozie 6 The Product as a Point of Value Maktoba Omar, Collins Osei, Robert L Williams, Jr and Helena A Williams 7 Pricing Strategies Emmanuel Ohohe 8 Value-Added Distribution Strategies Dulekha Kasturiratne and Hugh D Conway 9 Marketing Communications Strategy: Communicating the Value Linda Phillips and Sue Clews 10 Services Marketing Hsiao-Pei (Sophie) Yang and Sanjit Kumar Roy 11 Marketing Planning for Value Delivery Zubin Sethna 12 Marketing in a Global Context Tao Chang and Shuyu Lin 13 Social Media Marketing Chris Imafidon

Communication flows during financial service innovation

Abstract: Reports on research concerning the role and nature of communication during the innovation process of new financial services. A causal framework has been developed on the antecedent role of communication in financial service innovation and its impact on success. Project team communication is conceptualized by: intra‐project communication (communication between project team members); and extra‐project communication (boundary‐spanning communication). Examines the effectiveness of these communication flows from an information processing perspective and assesses the amount of uncertainty reduced about customers, competitors, technologies and resources. Also assesses the impact of the reduction of uncertainty on new financial service performance. In view of the context, i.e. financial service innovations, we included the specific characteristics of services (intangibility, inseparability of production and consumption, heterogeneity and perishability) into our theory and research design. Finally, the theoretical...

Adding value to retail financial services

Abstract: Explores practitioner views as to how to formulate strategies for adding value and, hence, gain competitive advantage, given the characteristics of many services and the resultant implications for consumer evaluation of offerings. In particular, the case of retail financial services is employed to develop propositions regarding managerial decisions as to how to attempt to add value when offering services exhibiting increased complexity, intangibility and impalpability in the eyes of most consumers. Perhaps surprisingly, it is found that the features and quality of the core service provided are judged by managers to be more important in adding value to more complex services, as are organisational factors such as image and reputation. In addition, price is perceived to be significantly more important in adding value to more simple, rather than complex, offerings. Conclusions are presented and managerial implications explored.

Applying a services marketing orientation to the industrial services sector

Abstract: The marketing of services presents special challenges. In the industrial setting, these challenges are complicated by the nature of the industrial marketplace. This article explores some of the major problems associated with the marketing of industrial services and provides some practical guidelines for dealing with these problems. It will apply the concepts which have been nurtured in services marketing in order to assist in the establishment of a framework which will foster the development and understanding of industrial services marketing.

The definition, theoretical modelling and empirical research of front-line service employee corporate identity within a UK national grocery retailer: determining the FLE corporate brand identification construct

Abstract: Over the past forty years the corporate identity literature has developed to a point of maturity where it currently contains many definitions and models of the corporate identity construct at the organisational level. The literature has evolved by developing models of corporate identity or in considering corporate identity in relation to new and developing themes, e.g. corporate social responsibility. It has evolved into a multidisciplinary domain recently incorporating constructs from other literature to further its development. However, the literature has a number of limitations. It remains that an overarching and universally accepted definition of corporate identity is elusive, potentially leaving the construct with a lack of clear definition. Only a few corporate identity definitions and models, at the corporate level, have been empirically tested. The corporate identity construct is overwhelmingly defined and theoretically constructed at the corporate level, leaving the literature without a detailed understanding of its influence at an individual stakeholder level. Front-line service employees (FLEs), form a component in a number of corporate identity models developed at the organisational level. FLEs deliver the services of an organisation to its customers, as well as represent the organisation by communicating and transporting its core defining characteristics to customers through continual customer contact and interaction. This person-to-person contact between an FLE and the customer is termed a service encounter, where service encounters influence a customer’s perception of both the service delivered and the associated level of service quality. Therefore this study for the first time defines, theoretically models and empirically tests corporate identity at the individual FLE level, termed FLE corporate identity. The study uses the services marketing literature to characterise an FLE’s operating environment, arriving at five potential dimensions to the FLE corporate identity construct. These are scrutinised against existing corporate identity definitions and models to arrive at a definition for the construct. In reviewing the corporate identity, services marketing, branding and organisational psychology literature, a theoretical model is developed for FLE corporate identity, which is empirically and quantitatively tested, with FLEs in seven stores of a major national retailer. Following rigorous construct reliability and validity testing, the 601 usable responses are used to estimate a confirmatory factor analysis and structural equation model for the study. The results for the individual hypotheses and the structural model are very encouraging, as they fit the data well and support a definition of FLE corporate identity. This study makes contributions to the branding, services marketing and organisational psychology literature, but its principal contribution is to extend the corporate identity literature into a new area of discourse and research, that of FLE corporate identity

The Effects of Self-Service Web Portals on Online Banking Service Quality: A Theoretical Model

Abstract: Advances in the capabilities of information technologies and the desire for accelerated business innovations aremotivating services firms, such as banks, to reengineer their existing business processes and activities anddevelop newer business models. The implementation of self-service through a web-based portal is one of thesignificant business models being implemented by banks. These portals are expected to facilitate improvementsin the quality of customer services. Yet, there is a need to develop research models to examine how and whythese portals could enhance customer perceptions of quality and satisfaction. This paper draws upon theories andideas from information systems and services marketing literatures to develop a rich model and propositionlinking the features of web portals and customer satisfaction with banking services. These propositions couldform the basis for future empirical research and have significant managerial implications.

Conceptualizing Service Innovation Architecture: A Service-Strategic Framework

Abstract: Firms carrying innovative business architecture reap substantial benefits by differentiating from competitors and getting competitive advantage in terms of technology, knowledge, and networks. The authors investigate various strategic marketing frameworks by reviewing the existing literature on service innovation architecture. In order to drive efficiency in services marketing, the article puts forward service shell paradigm to investigate the role of various actors of market competitiveness and address how service firms can effectively harmonize various drivers of innovativeness with firm sustainability. The article contributes to the marketing literature by delivering new insights on services management through the shell paradigm and proposing strategic guidelines in the emerging business context.

Relationships, Roles, and Consumer Identity in Services Marketing

Abstract: Consumers form complex relationships with service entities. While relationship marketing theory is one means of exploring these relationships, other theoretical areas can also yield useful insights. An examination of customers' perceptions of one retail service provider across a 15-year span reveals the multifaceted yet consistent roles the provider plays as these consumers make use of the site to instantiate and express their identities.

Effective framing strategies for services advertising: The impact of narrative, rhetorical tropes and argument on consumer response across different service categories

Abstract: This thesis investigates the role of information framing strategies for services advertising. The framing strategy refers to the distinguishable pattern in the manifest advertisement (McQuarrie and Mick 1996) and represents the structural composition of the information presented (Tsai 2007). Focusing on services is an important line of enquiry which is in keeping with global economic developments and the evolution of services marketing as a distinct discipline within marketing. Despite the ever increasing importance of services for global economies, services advertising research remains underdeveloped compared to goods (Stafford et al. 2011). Information framing is important because how messages are presented to consumers has both direct effects on consumer responses, as well as mediated effects via the specific information processing styles triggered. This thesis is divided into three papers, each of which work towards improving our currently impoverished understanding of the effectiveness of different framing strategies for services. The first paper is a literature review, which offers a comprehensive review of the traditional and contemporary literature informing our knowledge of the impact of framing strategies on consumer responses to advertising. The next paper employs a content analysis methodology to shed light on the different framing strategies viewed as alternatives by modern services and to offer an overall perspective on the most frequently used framing strategies in practice. This paper also examines trends in the use of framing strategies across service types and identifies if any disparity exists between the findings of this study and optimal framing strategies as dictated by the theoretical background. The third and final paper in this thesis is a 3(framing strategy: argument v. metaphor v. narrative) x 2(mental intangibility: high v. low) x 2(customization: high v. low) between-subjects web-experiment (n = 663). This paper develops and empirically tests hypotheses related to the moderating impact of service characteristics on consumer response to framing strategies. This study raises interesting findings on the effectiveness of different framing strategies in enhancing comprehension and attitudes towards different types of services. Further, comparing the content analysis and experimental findings brings the disparity between how service practitioners are framing their advertisements versus effective framing strategies to light. This thesis therefore has important managerial implications.