Explaining consumer complaining behaviour in double deviation scenarios: the banking services

Research has shown that more than half of attempted recovery efforts only reinforce dissatisfaction, producing a ‘double deviation’ effect. Surprisingly, these double deviation effects have received little attention in marketing literature. The crucial question is what happens after these critical encounters, which behaviour or set of behaviours the customers are prone to follow and how customers' perceptions of the firm's recovery efforts influence these behaviours. For the analysis of choice of the type of response (no action, complaining, exit, and complaining and exit), we estimate ordered probit models. The results of our study show that the magnitude of service failure, recovery strategies, distributive and procedural justice, recovery-related emotions and satisfaction with service recovery have a significant effect on customers' choice of the type of response, the latter showing the highest impact. Implications from the findings are offered.     

The co-evolution of third stream activities in UK higher education

This paper explores the co-evolution of third stream activities in UK higher education from 1970 to 2008. Drawing on interviews and archival analysis it identifies four distinct periods through which third stream activities have co-evolved. The research suggests that the co-evolution of the third stream mission in universities is inextricably linked to the emerging requirement for universities to demonstrate they have a purpose in society. It concludes that the rise of third stream activities has presented both universities and government with a means of doing this.     

Antecedents of consumers' time perceptions in a hypermarket retailer

This study examines the effects of five antecedents on consumers' time perceptions in a hypermarket environment. Findings indicate that the actual shopping time spent in the store and planned shopping activities significantly influence consumers' shopping time perceptions, while consumers' waiting time perceptions are driven by both actual checkout waiting time and actual shopping time. The article examines time gaps, i.e. consumers' errors in time estimation, as related to store loyalty intention and finds that past consumer purchases moderate the relationship between both time gaps and store loyalty intention. Managerial implications are discussed in the article.     

基于TQM质量理念的高职教育质量观

新时期高职教育任重而道远，需要正确的高职教育质量观。基于TQM的质量理念，并且对新时期高职教育特点的再认识，我们可以提炼出符合高职教育工作实际的质量观，包括适用性的质量观、能力本位的质量观、全过程（全面）的质量观、保证适用的质量观。     

Gendering the voiced complaining behavior of customers in small restaurant environments: A case of college students in Zimbabwe

ABSTRACT

Understanding gender-related nuances connected to customer complaining behavior in a valuable market segment in a low-income economy is strategically important to customer relationship management practitioners in the hospitality industry. Using customer complaining behavior taxonomies and Eagly’s social role theory, this quantitative study examines how selected demographic variables, attitude toward complaining, customer loyalty, and likelihood of success affect the verbal complaining behavior of a sample of college students in Zimbabwe in restaurants contexts. The findings revealed that all the proposed predictors had statistically significant effects on voiced complaining. In addition, the gender variable moderated the influence of the non-demographic predictors. Interestingly, the likelihood of success variable had a negative influence on the respondents’ propensity to complain verbally. Based on this evidence, it is concluded that gender is integral to how college students react to service failure in restaurant environments. Consequently, marketers of related services should implement customized gender-sensitive customer complaint handling and service recovery strategies.     

Graduate attributes in higher education: Examining academics' perception in the Middle East

Higher education institutes are facing increasing pressure to ensure that graduates are equipped with the right set of attributes that will make them desirable to potential employers. To deal with this pressure, universities have for some time been embedding employability attributes into their curriculum through classroom-based teaching and external programs. Yet, little research exists into examining academics' perception of graduate attributes and the potential challenges they face in delivering these attributes. The authors examine graduate attributes that are perceived as most important by academics. The findings suggest that communication, teamwork, problem solving, creativity, critical thinking, time management, and research skills were all seen as important for the employability.     

The evolving interpretations of customers in higher education: empowering the elusive

Students within higher education are increasingly referred to as customers. And there have been increasing pressures for academics to respond to them as such. Universities, especially their management, have been adopting the vocabulary of quality management systems that may be more commonplace in industry. In recent decades, there has been a fierce debate among academics as to whether this approach is appropriate in the academic sector, and whether students are customers, consumers, clients, etc. This paper explores the debate and the central ideas that have informed it. Despite the largely semantic debate over the definition of customers, universities have attempted to empower the multiple stakeholders, using a variety of tools. The paper goes on to discuss how the nature of students is evolving with the move toward widening access, and how the concepts and tools surrounding quality systems must also evolve.     

Multigroup validation of the service quality,customer satisfaction and performance links in higher education

The notion of ‘students as customers’ continues to be prominent, yet is insufficiently explored, especially from the standpoint of various stakeholders. To address this inadequacy, the present study employs a multigroup analysis of the service profit chain (SPC) model in higher education (HE). Its purpose is to examine the complete SPC model regarding stakeholder perceptions in order to inform its validation and implementation. A cross-sectional survey was employed in order to enable multigroup comparison of a comprehensive research model on subsamples of employees and students by means of structural equation modeling (SEM). Results provide support for the proposed SPC model within the sample of vocational colleges. Besides strongly linked constructs (quality–satisfaction–loyalty), some notable weaknesses (cracked ‘satisfaction mirror’) are found. Multigroup analysis also indicates some important differences between employees and students. Implications are provided for strategic service management in HE, which should acknowledge the differences among stakeholder perceptions.     

Similarities and differences between self-assessment approaches in public services in higher education institutions

The aim of this paper is to examine the European Foundation for Quality Management self-assessment process in order to analyse the similarities and differences between two of the most common self-assessment approaches (questionnaire and workshop). Using a case study methodology, it examines whether the process, the success of this exercise, the difficulties, the benefits and the success factors are the same in these approaches, or whether they are conditioned by the approach chosen. The results show the difficulties, benefits and success factors in workshop and questionnaire approaches and the significant differences between the two approaches. This study is relevant to managers who are faced with making a decision on which approach to self-assessment should be chosen. Managers must select an approach to self-assessment, considering the characteristics and the quality management maturity of the organisation; the level of quality management understanding and the objectives and degree of decentralisation of the self-assessment. Managers should not forget the importance of their commitment in order to promote the process, the need to train team members in order to facilitate self-assessment and the follow-up as a tool to assess the effectiveness of the process.     

Developing a contemporary conceptualization for consumer sciences in higher education in the UK

Consumer sciences and consumer studies as a recent interdisciplinary degree area in higher education in the UK has had limited published research either on the subject heritage or its disciplinary identity. Since the major subject review was undertaken by the Council for National Academic Awards 17 years ago, the research investigation aimed to study how consumer studies and home economics had moved to consumer sciences and consumer studies. The research has therefore involved a survey over a 15‐year period of development and changes of institutions and degrees and a content analysis of programme outlines and national benchmarking to reveal changing trends in how the subject has been conceptualized. The comparison used data from 1992, 1999, 2003 and 2007 to map degree programme and institutional changes. External and internal political and economic factors influenced subject growth, decline and development. It was found that the number of degree programme titles had remained relatively stable, with still a balance between BA and BSc degrees but that this disguised many changes in institutions and degree titles. The content analysis of trends was undertaken, comparing 1992, 1999, 2003 and 2007. Subject benchmarking statements introduced in 2002, currently being revised in 2009, were compared with programme content themes in 2003 and 2007. The content analysis showed that the overall approach or principles, areas of study, context, perspectives and processes for degree programmes at the undergraduate level had developed noticeably over the last 15 years and had been clarified by benchmarking guidelines. Themes of behavioural change, consumer ethics, consumer services, skills and education, sustainability and well‐being had developed with applied contexts depending on programme orientation. A model has been proposed to illustrate the current conceptualization of the subject in the UK at degree level, and Chenoweth's definition of consumer sciences and consumer studies has been redefined for the UK. It is recommended that there should be more theoretical reflection on the interpretation and development of the subject.     

A taxonomy of prestige-seeking university students: strategic insights for higher education

This study explores the importance of psychographic characteristics as potential segmentation bases in the higher education sector. In particular, we develop a taxonomy of university students based on their achievement orientation and prestige sensitivity. The study analyses the survey data obtained from 948 respondents using cluster analyses and multiple analysis of variance (MANOVA), indicating interesting findings. Three distinct clusters emerge, namely Strivers, Modest Achievers and Prestige-seeking Innovators. Findings reveal that Prestige-seeking Innovators have a more positive attitude towards the university, whereas Strivers have the strongest sense of regret over their decision to enrol at their current university and would seize the opportunity to enrol in a more prestigious university. The taxonomy is highly relevant to marketers of higher education institutions as it gives insights into potential bases for segmentation, positioning and communication strategies targeting the specific characteristics of each segment.     

Consumer complaint channel choice in online and offline purchases

This research explored the influence of the purchase environment on the choice of complaint channel. The study was based on responses from 480 undergraduate students who participated in a 2 (purchase environment: offline vs. online) × 2 (the degree of dissatisfaction: weak vs. strong) online experiment. Consumers who purchased online were more likely to complain online than those who made their purchase offline. Online complaining among online purchasers increased with the degree of dissatisfaction. The research suggests that future researchers should include consumer complaint channel choices when examining consumer complaining behaviour.     

A framework for customer relationship management strategy orientation support in higher education institutions

ABSTRACT

A number of generic Customer Relationship Management (CRM) implementation frameworks have been developed, yet no systematic framework has been developed to help HEIs orientate CRM strategy to align with university business strategies and stakeholder needs. This research iteratively develops the CRM Strategy Orientation Support (CRM-SOS) framework, which aims to support HEIs in orientating their strategic CRM system at the pre-implementation stage and align CRM strategy with the business strategy; thus, reducing the chance that HEIs will experience CRM implementation failure. To reach our proposed CRM-SOS framework, we employed Design Science Research (DSR) methodology steps by analysing UK HEIs specific CRM implementation case studies, conducting semi-structured HEIs-based interviews, followed by evaluation of the resulted framework by HEI Information Systems (IS) experts. We concluded with a new CRM-SOS framework for HEIs consisting of five stages. The framework can be used to personalise the stages until they fit the strategic outputs and match the top management KPIs. Although existing research agrees that intensive attention should be given to CRM planning, there is no consensus or developed framework, for use within HEIs, demonstrating how CRM strategy can be orientated to align with university strategies and customer needs.     

The role of corporate identity management in the higher education sector: an exploratory case study

This paper examines the corporate identity concept and presents an empirical test of a corporate identity model in the context of the higher education sector. The various components of corporate identity are investigated and the results are presented in diagrammatic form in the proposed and updated corporate identity taxonomy. A qualitative exploratory approach was taken, comprising in-depth interviews with key informants involved in the implementation of corporate identity at a major UK university. The taxonomy illustrates communication, design, culture, behaviour, structure, industry and strategy as the main components of corporate identity. The study also demonstrates how and where issues of corporate identity are discussed within an organisation and how the results of these discussions are fed into management structure. As with any such exploratory case study, there are limits to the generalisability of the findings. Further research is required to ascertain whether the findings of this study also apply in other settings. The results will be helpful to communication professionals who deal with an organisation’s corporate identity, branding and communication and who aim to enhance the consistency of messages both written and visual within their organisation.     

Antecedents to international student inflows to UK higher education: A comparative analysis

This study explores the antecedents of international student flows into UK higher education and the variations in the antecedents between home countries of origin. The results suggest that home country economic wealth and demographics, historic/linguistic link and UK government preferential policies are the important antecedents for international students from worldwide flows into the UK. However, a comparative analysis shows that a wide variety of economic, social and political factors are all important to the UK international students originally from developing economies, while home country economic wealth and population, and bilateral trade are more important than other factors in determining the students from developed countries studying in the UK. The UK government should formulate effective and flexible policies and UK HEIs should develop specific marketing strategies to attract a growing number of international students in general and from key target countries and regions in particular.     

The early emergence of European commercial education in the nineteenth century: Insights from higher engineering schools

The setting of European commercial education has traditionally been addressed with reference to higher schools of commerce and faculties of business. This has not taken into account empirical evidence showing that, historically, higher engineering schools also offered a mixed education in mercantile and technical subjects to students who wanted to devote themselves to business. However, this type of schooling has received little attention. This article investigates how commercial departments from higher engineering schools constituted an initial, yet ephemeral, public attempt to build an engineering model of commercial education that closely combined mercantile and technical instruction well before the twentieth century.     

Perceived Relative Power and its Influence on Negotiations

In an experimental study, we investigate perceived relative power in negotiations and its effect on the distribution of resources and the integrativeness of agreements. We contrast perceived relative power with the objective individual level measure of power often used in past research: the parties alternatives to a negotiated agreement. We found that alternatives affected the distribution of outcomes, while perceived relative power and alternatives affected the integrativeness of outcomes. We found that negotiating pairs who perceived a smaller difference in relative power reached agreements of greater integrativeness than pairs who perceived a greater power difference, even after controlling for alternatives and aspirations. We explore the implications of treating power in negotiations as a perceived and relational construct.     

Willingness to act and environmentally conscious consumer behaviour: can prosocial status perceptions help overcome the gap?

Green marketing has not shown expected results in recent years in terms of real changes in behaviours, products and market structures as had been anticipated. Consumer behaviour plays an important role in making these changes happen, and drivers of environmentally conscious consumer behaviour still need to be examined. Concepts of ‘concern’, ‘information about environmental impact’ and ‘willingness to act’ are seen as the key predictors of environmentally conscious consumer behaviours. Although green marketing has been able to address genuinely concerned consumers, additional insights are needed regarding how to appeal to more mainstream consumers. Thus, this paper proposes an extended model of environmentally conscious consumer behaviour in which the gap between willingness to act and actual environmentally friendly consumption is addressed by the moderating role of ‘prosocial status’ perceptions. In the model, ‘concern’ is positively related to ‘willingness’ and both ‘willingness’ and ‘information’ are positively related to ‘behaviour’, while ‘prosocial status’ perceptions moderate ‘behaviour’. The model was verified using a quota sample of 319 general population respondents from a Central European country. According to data, ‘prosocial status’ perceptions increase the positive association between ‘willingness’ and ‘behaviour’ and could be incorporated into green products and advertising to signal personality traits like kindness and intelligence. One possible implication for marketers is that women have a higher average representation in groups of people with high prosocial status perceptions.     

Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities

ABSTRACT

Corporate branding is a strategic issue for universities as the global higher education (HE) marketplace is becoming increasingly competitive and there is pressure to differentiate. Yet it is unclear how universities develop and manage brand strategies, and whether they draw upon any meaningful connections to the multiple stakeholders and sub-cultures engaged with a university’s brand. Using qualitative data gathered from an education faculty within an established UK university, this study found the faculty and university had competing brand identities and images. A strong faculty brand emerged co-created through the shared teacher related values of staff and external partners. This study contributes to the brand strategy literature by applying branding concepts to the under-researched HE context and proposing a new, more nuanced brand architecture model not yet reported in the branding literature which more accurately reflects the management of sub and corporate HE brands.