Pride in contemporary sport consumption: a marketing perspective

Pride feelings and processes have been under-studied in marketing and consumer research although they have major consequences for marketers and consumers. In this article, a multidimensional process view of pride is offered by reporting the findings of a qualitative interpretive study on soccer fans’ possessions. Four types of pride are put into light, i.e., introspective, vicarious, contagious, and conspicuous. Their antecedents and consequences are developed. A series of theoretical and managerial implications are finally suggested. Making consumers proud of the brand/company may lead to stronger commitment and loyalty, increased consumption (new products, upgrades and merchandise), positive WOM, and co-creation of value.     

顾客不当行为对同属顾客负面情绪及满意度的影响研究

文章以顾客交互关系理论为依托,从顾客感知视角来探讨顾客不当行为对同属顾客负面情绪及满意度的影响,并引入关系质量、顾客心理资本进行调节。通过对餐饮、旅游、交通等服务行业的问卷调查,运用相关、回归等统计分析,得出结论：顾客不当行为对同属顾客的负面情绪及满意度均有显著影响,且顾客负面情绪具有部分中介作用;关系质量调节顾客不当行为与同属顾客负面情绪及满意度问的关系;心理资本对顾客不当行为与同属顾客负面情绪及满意度间的关系具有调节作用。     

The effects of social- and self-motives on the intentions to share positive and negative word of mouth

We examine social- and self-motives as drivers of Word of Mouth (WOM). The main proposition is that the transmitter expects to gain personal and social benefits from sharing his opinion about a brand. The gains are in the form of expected satisfaction of self- and social-needs. In the research model, self-needs (i.e., self-enhancement and self-affirmation) are considered the initial driver of WOM. The desire for their satisfaction through WOM results in an intended social interaction, which in turn triggers social-motives: social-needs (i.e., social comparison and social bonding) and social-intentions (i.e., helping others and providing social information). WOM is the outcome of the intention to engage in a social interaction that is initiated by the intention to satisfy self-needs. Through an empirical analysis, we examine how the underlying mechanism varies for positive and negative WOM. Positive WOM is motivated primarily by the need for self-enhancement, and negative WOM is motivated by the need for self-affirmation. The need for social comparison affects both valences of WOM, the need for social bonding affects only positive WOM, and intention to help others and share social information affect only negative WOM. The findings suggest that discussing brands can be a mechanism for acquiring personal and social benefits, and consequently, promotional campaigns should highlight the gains customers accrue through WOM.     

零售业顾客体验对顾客忠诚的影响路径研究

零售业整体消费具有向更高体验层面发展的趋势.基于体验-情感-满意-忠诚的框架,构建偏最小二乘法的结构方程模型进行实证分析,结果表明;正向情感、负向情感和特色感知均对顾客满意,进而对顾客忠诚产生显著影响;各体验维度中,信任承诺和关联对正向、负向情感均有影响,而特色感觉、选择掌控影响正向情感,空间感觉、知识影响负向情感.可见,消费者对零售企业的满意度不只停留在服务质量评价层面,而有在购物过程中追求体验的趋势.因此,基于体验-情感-满意框架的模型比服务质量-满意模型更具预测优势.     

Comparative evaluation and the relationship between quality,satisfaction, and repurchase loyalty

This study evaluates alternative measurement approaches to examining the relationship between perceived quality performance, customer satisfaction, and repurchase loyalty. The authors define and measure the constructs within a relative attitudinal framework and compare these results to a noncomparative or individual evaluation of products. In addition, loyalty is measured and defined as self-reported repurchase behavior instead of purchase intention. The proposed model, with satisfaction as a mediator between quality and repurchase loyalty, was found to be an acceptable representation of the data across four products and for both comparative and noncomparative evaluations. The use of relative attitudes, however, indicated a much stronger relationship between quality, satisfaction, and loyalty than the attitudes toward a product when they are performed as an individual evaluation. With respect to predictive ability, the study findings suggest that quality, satisfaction, and loyalty should be defined and measured within a relative attitudinal framework.     

Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context

Empirical studies investigating the antecedents of positive word of mouth (WOM) typically focus on the direct effects of consumers’ satisfaction and dissatisfaction with previous purchasing experiences. The authors develop and test a more comprehensive model of the antecedents of positive. WOM (both intentions and behaviors), including consumer identification and commitment. Specifically, they hypothesize and test commitment as a mediator and moderator of satisfaction on positive WOM and commitment as a mediator of identification on WOM. Using data obtained from customers of a retailer offering both products and services, they find support for all hypothesized relationships with WOM intentions and/or WOM behaviors as the dependent variable. The authors conclude with a discussion of their findings and implications for both marketing theory and practice. Tom J. Brown (tomb@okstate.edu) is Ardmore Professor of Business Administration and an associate professor of marketing at Oklahoma State University. He received his Ph.D. from the University of Wisconsin-Madison. His articles have appeared in leading marketing journals including theJournal of Marketing Research, theJournal of Marketing, theJournal of Consumer Research, and theJournal of the Academy of Marketing Science. His current research interests include causes and effects of corporate reputation and the customer orientation of service workers. He is cofounder of the Corporate Identity/Associations Research Group. Teaching interests include marketing research, services marketing, and corporate communications. He is coauthor (with Gilbert A. Churchill Jr.) ofBasic Marketing Research (5th ed.). Thomas E. Barry (tbarry@mail.smu.edu) is a professor of marketing and vice president for executive affairs at Southern Methodist University in Dallas, Texas. He received his Ph.D. from the University of North Texas. His primary teaching and research interests are in the areas of integrated marketing communications, marketing management, brand equity, loyalty, and advertising effectiveness. His research has appeared in numerous journals including theJournal of Marketing Research, theJournal of Advertising Research, theJournal of Advertising, theJournal of Consumer Psychology, and theJournal of the Academy of Marketing Science. He is the author or coauthor of two books in marketing and advertising management. He has consulted for a variety of firms and is a director on four boards. In 1995, he received the Outstanding Contributions in Advertising Research Award from the American Academy of Advertising. Peter A. Dacin (pdacin@business.queens.ca) is a professor of marketing at Queen’s University in Kingston, Ontario, Canada. He received his Ph.D. from the University of Toronto. His primary teaching and research interests lie in consumer/managerial judgment formation, brand equity/dilution, corporate reputation, and research methods and design. He has also published in the area of sales force management. His research has appeared in several leading journals including theJournal of Marketing, theJournal of Marketing Research, and theJournal of Consumer Research. In addition, he has published in numerous conference proceedings. He is currently the chair of the American Marketing Association’s ConsumerBehavior Special Interest Group, serves on the Academic Council of the American Marketing Association, and is cofounder of the Corporate Identity/Associations Research Group. Richard F. Gunst (rgunst@mail.smu.edu) is a professor and chair of the Department of Statistical Science at Southern Methodist University (SMU) in Dallas, Texas. He received his Ph.D. from SMU. His primary teaching and research interests are in the areas of linear and nonlinear modeling and regression analysis, with an emphasis on spatial statistical modeling. He has co-authored three books on regression analysis and the statistical design and analysis of experiments, in addition to publishing scholarly articles in theJournal of the American Statistical Association, Biometrika, Biometrics, andTechnometrics. He has received the W. J. Youden (1974, 1985) and Frank Wilcoxon (1994) Publication Awards fromTechnometrics, and the American Statistical Association’s Award for Outstanding Statistical Application Award (1994). He is a fellow of the American Statistical Association and received its Founders Award in 1999.     

游客感知与旅游地形象、满意度和忠诚度的关系研究——以西安为例

以西安为例,运用因子分析和回归分析等方法,分析了对旅游地形象、满意度和忠诚度有影响的游客感知指标,并构建了相关的回归方程。研究表明,游客对西安的感知可以分为基础设施、人文氛围和服务、资源吸引力、旅游信息、环境和卫生质量、新奇度及便利性6个维度;有有趣的地方参观、优质的服务、有高品质的住宿、旅游咨询系统发达4项指标对旅游地形象、游客满意度和忠诚度皆有正面影响;旅游形象对游客忠诚的影响比满意度对游客忠诚的影响更显著。在此基础上,提出了城市旅游的管理和营销等相关建议。     

关系营销对电子零件交易信任的影响

以关系质量作为中间变量,讨论顾客的信任、承诺、满意与关系营销之间的关联性,关系质量与顾客忠诚之闻的关联性和关系营销对电子渠道产业的顾客忠诚的影响,实证研究得出互动关系、专业知识和顾客知觉支持都显著影响关系质量。     

An investigation of the cross-national determinants of customer satisfaction

Many multinational corporations have implemented cross-national satisfaction measurement programs for tracking and benchmarking the satisfaction of their customers across their various markets. These companies measure satisfaction with the goal of maximizing customer loyalty and the financial benefits associated with loyalty. However, existing research comparing consumer satisfaction across nations is limited, with the few existing studies examining only a small number of countries or predictors of satisfaction, or a small group of consumers within a particular economic sector. To expand our knowledge of the determinants of cross-national variation in customer satisfaction, we study three sets of factors: cultural, socioeconomic and political-economic. We utilize a unique sample of cross-industry satisfaction data from 19 nations, including nearly 257,000 interviews of consumers. Consistent with our hypotheses, we find that consumers in traditional societies have higher levels of satisfaction than those in secular-rational societies. Likewise, consumers in self-expressive societies have higher levels of customer satisfaction than those in societies with survival values. We also find that literacy rate, trade freedom, and business freedom have a positive effect on customer satisfaction while per capita gross domestic product has a negative effect on customer satisfaction. We discuss the implications of these findings for policymakers, multinational corporations, and researchers.     

顾客体验对服务品牌忠诚影响的实证研究

品牌忠诚是品牌资产的重要组成部分,是战略性品牌资产。虽有研究顾客体验与服务品牌忠诚之间关系的理论演绎文献,但缺乏实证文献。本文以移动通信服务行业为研究对象,从价值——满意视角探索了顾客体验对服务品牌忠诚的影响机理。在问卷调查的基础上,运用结构方程模型方法进行实证研究,结果表明：顾客体验对服务品牌忠诚的直接影响不显著;而顾客体验通过体验价值和顾客满意对服务品牌忠诚的间接影响显著。     

领导风格、文化氛围与组织忠诚间的关系研究——以某机场集团公司为例

如何获取下属的信任和忠诚是任何企业领导都非常关注的问题,国内外已有的研究普遍发现领导风格对下属的忠诚具有很大的影响力,但是目前国内对领导风格与员工组织忠诚间的作用机制研究甚少。文章通过路径分析统计方法研究某机场集团公司领导风格、文化氛围与组织忠诚变量之间的关系,结果发现:领导风格对文化氛围具有显著的正向影响,文化氛围对组织忠诚具有显著的正向影响,领导风格部分通过文化氛围对组织忠诚产生影响,并且间接影响大于直接影响。     

The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition

It has often been argued that word-of-mouth (WOM) can contribute significantly to a firm’s success in a variety of ways. Here, we analyze the functional linkage between customer satisfaction, WOM, and new customer acquisition. Using data from two empirical studies we conceptualize and test the direct, non-linear, and moderated relationship between satisfaction and WOM. We further explore the circumstances under which WOM leads to new customer acquisition using a logistic regression model. We do so for two groups (new customers and long-term customers) from the customer base of a large energy provider (n = 688), and for a random sample of B2B customers (n = 416) in the same market. Results indicate that the satisfaction-WOM link is non-linear and is moderated by several customer involvement dimensions. Based on our results, we demonstrate how the satisfaction-WOM-new customer acquisition link can enrich return on quality and satisfaction models. Further, we draw conclusions about how companies can make use of both the satisfaction-WOM and the WOM-new customer acquisition link for better allocating their marketing resources.

Creating commitment and loyalty behavior among retailers: what are the roles of service quality and satisfaction?

As a result of weakening brand image/loyalty, little differentiation, and intense price competition, manufacturers are now increasingly pressed to ensure retailers’ shelf space and/or salesperson attention. This research contributes to the literature by empirically examining an underrepresented body of literature in the B2B context—retailer loyalty. Specifically, this study fills a gap by investigating retailer evaluations of the technical and relational dimensions of a manufacturer’s order fulfillment service quality as predictors of retailer satisfaction, affective versus calculative commitment, and ultimately loyalty behavior. Results suggest that both technical and relational order fulfillment service quality influence satisfaction, which in turn positively affects both affective and calculative commitment. By separating the affective and calculative dimensions, loyalty behavior is associated directly only with affective commitment. Further examination reveals that relational order fulfillment service quality has a direct impact on affective commitment. When the sample was split based on “share of wallet,” results suggest that satisfaction impacts both affective and calculative commitment, regardless of “share of wallet.” For “high share” retailers, the positive relationship of calculative to affective commitment creates an indirect route (through affective commitment) by which calculative commitment affects behavioral loyalty.     

工作满意度、组织承诺对流动倾向的影响——基于高科技企业人才样本的实证研究

以往研究表明人才流动倾向与工作满意度和组织承诺负相关,而工作满意度和组织承诺的不同构面对人才流动倾向的影响是否具有差异性、组织承诺是否是工作满意度影响流动倾向的中介变量,并没有得到证实。以高科技企业人才为研究对象,通过大规模问卷调查,利用典型相关分析和回归分析考察了工作满意度和组织承诺对人才流动倾向的预测力。结果表明,与升迁、薪水、领导和工作本身相关的工作满意度对人才流动倾向产生显著负向影响,与工作伙伴相关的工作满意度与人才流动倾向没有显著的因果关系;情感承诺和持续承诺对人才的流动倾向有显著的负向影响,规范承诺则不具有显著影响。通过层级回归分析验证了组织承诺在工作满意度与流动倾向间的中介效果,表明工作满意度需要通过组织承诺的中介对人才流动倾向产生影响。     

Implementing a customer relationship strategy: The asymmetric impact of poor versus excellent execution

The benefits of developing customer relationships are well established. However, a well-intentioned relationship marketing strategy may fail because of poor implementation. In this study, the authors look at the effects of implementing a customer relationship strategy. Specifically, they examine the implementation of a personal-banker strategy as a means to developing customer relationships in the retail banking industry. The authors show that an “excellent” personal banker can increase overall customer satisfaction and loyalty compared to customers who do not have a personal banker. However, a poorly performing personal banker can result in lower overall customer satisfaction and loyalty than if no personal banker had been available. Moreover, the effects seem to be asymmetric, with the negative effects of a poor relationship strategy exceeding the positive benefits ofan “excellent” strategy. Mark R. Colgate is a senior lecturer in services marketing at the School of Business and Economics, University of Auckland, New Zealand. His research focuses on customer inertia, relationship marketing, and the interface between information technology and marketing. His research has been published in theEuropean Journal of Marketing, theInternational Journal of Service Industry Management, andThe Service Industries Journal and other services journals. Peter J. Danaher is a professor in the Department of Marketing Department at the University of Auckland, New Zealand. He has a Ph.D. in statistics from Florida State University and an M.S. in statistics from Purdue. His primary research interests are media exposure distributions, advertising effectiveness, customer satisfaction measurement, forecasting and sample surveys, resulting in many publications in journals such as theJournal of Marketing Research, theJournal of Advertising Research, theJournal of the American Statistical Association, theJournal of Retailing, theJournal of Business and Economic Statistics, and theAmerican Statistician. He has consulted extensively with Telecom, Optus Communications, Unilever, ACNielsen, and other market research companies.     

Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework

This study proposes an integrated framework explaining loyalty responses in high-involvement, high-service luxury product markets. The model is rooted in the traditional (attribute satisfaction)-(overall satisfaction)-(loyalty) chain but explicitly incorporates facility versus interactive service quality, trust, specific asset investment (SAI), and product-market expertise. The authors focus on disentangling the direct versus indirect effects of model constructs on attitudinal versus behavioral loyalty responses. The results support the traditional chain but also show loyalty can be increased by building a trustworthy image and creating exchange-specific assets. The authors found that overall satisfaction is the precursor both to loyalty and to building SAI. Finally, consumers have different costs in reducing adverse selection problems with information, and thus the negative effect of product-market expertise on behavioral loyalty needs to be controlled if the direct versus indirect effects of model constructs on loyalty are to be disentangled. Jyh-Shen Chiou (jschiou@nccu.edu.tw) (PhD in marketing, Michigan State University) is a professor of marketing in the Department of International Business at National Chengchi University, Taipei. His research interests include satisfaction and loyalty, strategic marketing, and international marketing. His work has been published in theJournal of Service Research, Psychology & Marketing, theEuropean Journal of Marketing, theJournal of Interactive Marketing, Information & Management, theJournal of Social Psychology, theJournal of Business Logistics, Advances in Consumer Research, and other scholarly journals. He has taught courses in marketing research, strategic marketing, and global marketing. Cornelia Droge (droge@msu.edu) is a professor of marketing in the Department of Marketing and Supply Chain Management, the Eli Broad Graduate School of Management, at Michigan State University. Her research interests focus on satisfaction/ loyalty and strategic marketing (especially areas related to the interface of marketing with logistics, supply chain, and operations). Her work has appeared inManagement Science, theStrategic Management Journal, theJournal of Marketing Research, theJournal of Business Logistics, theJournal of Operations Management, theJournal of Product Innovation Management, and other scholarly journals. She is also coauthor of three books.     

品牌形象对顾客感知因素的影响——基于我国饭店业的分析

在综述顾客满意相关研究的基础上,提出饭店业的顾客满意度模型,并用实证方法对模型进行拟合评价和验证,进而对影响顾客满意的各相关因素之间的关系进行了探讨.研究表明:除了顾客预期对感知价值有直接负向影响的假设和顾客预期对顾客满意有直接负向影响的假设不成立之外,其余的假设都得到数据的支持.其中品牌形象对顾客期望、感知质量、顾客满意的直接影响非常大,而对感知价值、顾客忠诚的直接影响相对较小;感知质量对顾客价值、顾客满意和顾客忠诚的直接影响也很大.     

Customer loyalty: Toward an integrated conceptual framework

Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived. His research interests include consumer decision making, information processing, and consumer loyalty. He has published in theJournal of Consumer Research andAdvances in Consumer Research. His research interests are consumer information processing, persuasion cues in advertising, and international marketing. His articles have appeared in theJournal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, andCanadian Journal of Administrative Sciences as well as in a number of conference proceedings.     

生态移民安置居民社区满意度与旅游支持度研究——以武陵源风景名胜区为例

目的/意义 研判移民安置主体的社区满意度与旅游支持度,是明辨生态移民实施绩效和遗产旅游地发展前景的重要依据。 方法/过程 基于社会交换理论和期望理论,选取武陵源风景名胜区为实证对象,构建出囊括社区归属感、社区参与、居民期望、旅游影响感知、社区满意度与旅游支持度等潜变量的非递归模型,以厘清移民安置区居民的社区满意度与旅游支持度内在关系。 结果/结论 结果表明:1)安置居民的社区满意度与旅游支持度相互影响。2)旅游感知对遗产旅游地安置社区旅游业发展的影响是双向的。3)居民期望对武陵源风景名胜区旅游业发展呈现正反馈。4)社区归属感和社区参与对旅游成本感知具有显著的负向影响,培养遗产旅游地安置居民的社区归属感,增进社区居民对旅游业的参与程度,有助于提升搬迁群体利益获得感。      

Role stressors and customer-oriented boundary-spanning behaviors in service organizations

The authors investigate three types of customer-oriented boundary-spanning behaviors (COBSBs) a frontline service employee may perform that are associated with linking a service organization to its potential or actual customers: external representation, internal influence, and service delivery. The authors propose and test a withdrawal model to explain the negative effects of role conflict and role ambiguity on COBSBs across a sample of 220 lower-level, nonprofessional service providers of a major retail bank and a sample of 90 higher-level, professional service providers from the business credit division of an international financial services corporation. The results demonstrate that (1) indirect paths through job satisfaction and organizational commitment entirely account for the negative effects of the role stressors on COBSBs, (2) the indirect negative effects of the role stressors are stronger on external representation and internal influence behaviors, and (3) role conflict also has a significant positive direct relationship with internal influence behaviors. Lance A. Bettencourt (lbettenc@indiana.edu) (Ph.D., Arizona State University) is an assistant professor of marketing in the Kelley School of Business at Indiana University. His research has appeared in a variety of journals, including theJournal of Applied Psychology, theJournal of Retailing, California Management Review, theJournal of Consumer Research, Marketing Letters, andPsychology & Marketing. His areas of research interest include service quality implementation, organizational citizenship behaviors, and customer contributions to service delivery effectiveness. Stephen W. Brown (stephen.brown@asu.edu) (Ph.D., Arizona State University) holds the Edward M. Carson Chair in Services Marketing, is professor of marketing, and director of the Center for Services Leadership, W. P. Carey School of Business, at Arizona State University. His research has appeared in a variety of journals, including theJournal of Marketing, theJournal of Marketing Research, theJournal of the Academy of Marketing Science, theJournal of Retailing, theJournal of Applied Psychology, Sloan Management Review, andCalifornia Management Review. His areas of research interest include service delivery and recovery, strategic service relationship management, service quality and loyalty, and growing services revenue in product-based businesses. He is the former president of the American Marketing Association and coauthor or coeditor of 20 books on marketing and related topics.