Model-supported business-to-business prospect prediction based on an iterative customer acquisition framework

This article discusses a model designed to help sales representatives acquire customers in a business-to-business environment. Sales representatives are often overwhelmed by available information, so they use arbitrary rules to select leads to pursue. The goal of the proposed model is to generate a high-quality list of prospects that are easier to convert into leads and ultimately customers in three phases: Phase 1 occurs when there is only information on the current customer base and uses the nearest neighbor method to obtain predictions. As soon as there is information on companies that did not become customers, phase 2 initiates, triggering a feedback loop to optimize and stabilize the model. This phase uses logistic regression, decision trees, and neural networks. Phase 3 combines phases 1 and 2 into a weighted list of prospects. Preliminary tests indicate the good quality of the model. The study makes two theoretical contributions: First, the authors offer a standardized version of the customer acquisition framework, and second, they point out the iterative aspects of this process.     

Supplier representative activities and customer perceived value in complex industrial solutions

The study of value delivery through complex industrial solutions involves a service-rich deployment of resources, many of which are human. Despite this realization, few studies consider the activities of specific actors in this service-dominant context. Through an exploratory netnography of ten online community discussion boards, this study investigates the link between the activities of supplier representatives and the effects on customer perceived value in complex industrial solutions. The findings reveal four major categories of activity (communication, planning, risk management and coordination) as important sources of intangible value (conceptualized as emotional, social and functional outcomes). The data shows, however, that activities must be executed in a timely, accurate, appropriate and value-added manner. The study compliments research in complex industrial solutions through explicit consideration of activities and their relationship with perceived value from a supplier perspective.     

Beyond bureaucracy? Work organization in call centres

Call centres are a rapidly growing, IT-based channel for service and sales delivery, particularly in the financial services and telecom industries. Although little research has been undertaken on the human resource aspects of call centres, two contrasting images are emerging. The first emphasizes the bureaucratic, constraining nature of these work settings, while the second image points towards worker empowerment characteristic of knowledge-intensive settings. Which of these two images more faithfully portrays the nature of work organization in call centres is the subject of our paper. Drawing on qualitative research undertaken in six call centres and a survey of front-line workers, we show that elements of both models coexist and that a hybrid model predominates. The theoretical basis for this contention, and its institutionalization as mass customized bureaucracy, lies in management's on-going attempts to reconcile two conflicting principles: standardization of processes and customization of products. The paper also explores, as key consequences of mass customized bureaucracy, front-line workers' satisfaction with various facets of their job and their overall job satisfaction, in addition to discretionary work effort. Only in relation to job security and co-worker relations could front-line workers be considered satisfied. Overall, these employees were ambivalent in their responses. They were however more likely to give more discretionary work effort than indicated by their extent of satisfaction. We conclude that, although the existing pattern of work organization may be superior to more bureaucratic forms, it is by no means ideal from the standpoint of either front-line workers or management.     

Guest Satisfaction Barometer and Benchmarking

Abstract

An increasing number of companies use customer satisfaction data for improvement programs, strategic decision making, and compensation schemes. Typically, single companies carry out satisfaction measurement for their own purposes. As a consequence, results are not comparable with other companies. Thus, valuable information on competition is not available and benchmarking is not possible. Moreover, in order to use satisfaction data for decision-making, it should be measured continuously and systematically. In practice, however, many firms do not have the required resources or competencies to carry out these research activities on their own. As a result, there is a lack of reliable data. The implementation of a customer satisfaction barometer seems to be a promising approach. It facilitates competitive benchmarking and delivers valuable information for quality improvement. provide participating hotels with information on overall satisfaction, attribute satisfaction, price satisfaction, complaining behavior, loyalty, word-of-mouth, etc.; (3) to identify strengths and weaknesses, as well as improving opportunities; and (4) to provide participating hotels with data for competitive benchmarking. Thirty-seven hotels participated in the pilot phase and data from more than 3,500 guests were collected. In order to illustrate the ideas of the guest satisfaction barometer and the benefits for the participating hotels, the authors first describe the basic ideas and guiding principles of the barometer and report some empirical findings to demonstrate how benchmarks can be used to improve quality and satisfaction. The paper closes with a summary of the experiences and some recommendations for future applications.     

Consumers' motives for buying goods and services on an off-the-books basis

This is a conceptual paper that sheds light on how trust works by distinguishing 'placed trust' from 'trust as response'. This distinction has implications for management practice and provides directions for future research. The paper reviews, critiques and re-interprets different understandings of trust across several strands of management literature. Trust, as a means of coping with uncertainty by reducing perceived risk, is contrasted with two other options, regulation and opportunism. Trust reduces risk by placing obligations on the trustee to be trustworthy and it is argued that trust is calculating by contrasting it with naiveté. Consideration is then given to its role in creating customer satisfaction, service quality and commitment. The distinction conceptualized between the initiatory act of trusting and the response of trusting enables retail and distribution management to optimize use of trust in the service encounter.     

The impact of salespeople's relational behaviors and organizational fairness on customer loyalty: An empirical study in B-to-B relationships

Although customer loyalty has proved to be a powerful determinant of firms' profits, the drivers of loyalty in B-to-B relationships are still unclear. Recognizing that both interpersonal and interorganizational level variables are needed to predict customer loyalty, the aim of this study is to investigate the combined effects of salespersons' relational behavior and organizational fairness in predicting customer satisfaction and loyalty. Results from a field survey in a B-to-B setting show that buyer loyalty is largely determined by the quality of the interpersonal relationship with the seller. Perceived fairness is central for building overall customer satisfaction and loyalty toward the supplier.     

An examination of food tourist’s behavior: Using the modified theory of reasoned action

A number of studies have been conducted to examine the behavior of tourists. However, there has been little research done on food tourism examining food tourist’s behavior. Food tourism is one of the fastest growing industries and areas of interest in the tourism industry today. The current study provides an integrated approach to understand the effect of food tourists’ behavior based on perceived value and satisfaction as it relates to their intention to revisit using the modified theory of reasoned action (TRA). The purpose of this study was to examine the effects of perceived value on intention to revisit (H1) and satisfaction (H2), and satisfaction on intention to revisit (H3). Empirical findings indicated that H1, H2, and H3 were supported significantly in this study (p < 0.01). H1 was supported (β = 0.67) showing the perceived value is the antecedent of satisfaction. H2 and 3 suggested that attendees’ intention to revisit is predicted by the perceived value (β = 0.13) and satisfaction (β = 0.67) respectively. The most significant contribution of this study is a theoretical understanding with empirical results using the new factors (i.e., perceived value, satisfaction, and intention to revisit) in the context of the modified TRA rather than using the original factors. The implications will be very useful for food festival organizers as well as destination marketing organizations.     

Multilevel Analysis of the Relationship Between Type of Travel,Online Ratings,and Management Response: Empirical Evidence from International Upscale Hotels

The diverse characteristics of customers and hotels have been identified as relevant to online customer satisfaction at the individual level. In this study, a comprehensive examination is conducted, through the use of a multilevel, nested model and secondary data set. The results show that both online review experience and management response frequencies can positively affect customer satisfaction. Additionally, hotel managers need to pay more attention to customers who have less online review experience when they carry out targeted response strategies. The findings have various implications for both academic researchers and hotel operators.     

Do emotions play a mediating role in the relationship between owner leadership styles and manager customer orientation,and performance in service environment?

This study examines the dynamic relationships among leadership style (transformational and transactional), emotion in service employees, customer orientation (dimensions of enjoyment and needs), and job performance. The study proposes a model based on existing literatures and examines the mediating role of service employees’ emotion in the relationship between leadership style and their customer orientation. The study found that all four elements of transformational leadership have a significant effect on positive emotion. Emotion is found to have a significant influence on both enjoyment and needs dimensions of customer orientation and to partially mediate the relationship between leadership style and customer orientation.     

Case Study of Customer Relationship Management (CRM) in the On-Line Affluent Financial Services Market

ABSTRACT

In the current period of constrained economic conditions, this study initiates an analysis of customer relationship management (CRM) on the Web sites of financial service businesses. Customer relationship management is a critical differential that enables competitive edge for businesses focused on the affluent customer market. Though investment in marketing, sales and service innovation is limited under existing conditions, the analysis of the study on large financial businesses indicates that the businesses enable higher commerce, content and context, but lower and generally inadequate communication, community, connection and customization design on their Web sites. The analysis, conducted as an assignment by adult graduate students in an information systems course, contributes important insight into the competitive dynamics of customer relationship management for Web empowered financial service businesses striving to service the demanding affluent market. This study furnishes an expanded framework to research customer relationship management of financial service businesses competing in the paradigm of the Web.