Can the Retailer’s ICT Enhance the Impact of Service Recovery Efforts on Customer Satisfaction?

Abstract

Service recovery remains a topic of considerable interest for both academics and practitioners. This paper aims to explore the relations between recovery efforts and causal attributions, satisfaction, and both conventional and online word-of-mouth, as well as the moderating role of information and communication technologies (ICT) on the relationship between retailer’s efforts and satisfaction with the service recovery. On a sample of 336 retail customers who experienced service failure, we use SEM and multigroup analysis. As a result of the data analysis, there is evidence supporting the positive impact of attributions and recovery efforts on satisfaction, and the influence of the latter on both conventional and online word-of-mouth. Furthermore, the moderating influence of technology in the “recovery efforts-satisfaction” relationship is evidenced. Practical implications for retail managers and further research are presented.     

Advertising Research

Abstract

The study reported examined effects of strength of ethnic identification, media placement, and ad racial composition on attitudes and purchase intentions among African-Americans. The effects of the independent variables were assessed via a two (strong ethnic identifier vs. weak ethnic identifier) by two (racially targeted vs. nontargeted media) by four (black model, white model, black-dominant integration, white-dominant integration) experimental design in the context of two personal care products: foundation, a race-based product, and perfume, a racially neutral product. Results indicate that strong ethnic identifiers generally have more positive evaluations of ads that feature African-Americans in positions of dominance and are placed in racially targeted media, whereas weak ethnic identifiers have more positive evaluations of ads that feature whites in positions of dominance and are placed in nontargeted media. In addition, the type of product advertised, whether it be specifically related to physical racial features or racially neutral, effects audience members' evaluations.     

Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery

This research examines the influence of verbal (language) and non-verbal communication (ethnicity) of service providers on customers' perceptions of service recovery. Drawing insights from speech accommodation theory and inferiority complex, this study uses between subject experimental design to explore conditions under which language convergence and divergence are effective ways to build rapport. Results show that the influence of ethnicity and language cannot be interpreted without considering the ethnic composition of customers and service providers. Results also show that language can trigger stigma with positive country image that interact together to create a more favorable rapport.     

Children and Government Propaganda

Abstract

Around the world “public relations” is confused with “propaganda.” Although “propaganda” has negative connotations today, the authors examine the history of propaganda studies, which is tied to the government-sponsored study of communication. Then they offer a recent example of how the U.S. government used children as messengers of propaganda. By abandoning our prejudices against propaganda, the authors argue we can reconnect public relations with a tradition of scholarship on communication audiences, public communication campaigns, and government propaganda efforts.     

The Under-Examined Public: Making Sense of Industry Analysts and Analyst Relations

SUMMARY

The first section of this article looks at who the key analysts are in the U.S. and Europe, what it is they primarily do, and why they matter to the communication departments of IT and telecom vendors. A set of clear metrics is offered to gauge analyst influence across the board: on market intelligence, media, investors, and customers. The second section examines case studies of agency-driven and in-house managed analyst relations (AR) programs from both geographies, benchmarking the most successful strategies. From these and the direct testimony of analysts, a checklist or best-practices metric for analyst relations management is derived. The final section extrapolates from this model a template for measuring the results of analyst relations efforts. The template includes tools and services recently available through a new breed of agencies and consultants that specialize in evaluating analyst programs. It also, for the first time, broadens the tracking metrics to include the wide range of publics influenced by industry analysts (IAs).     

Print Advertising Context Effects

Abstract

An expanded view of the advertisement credibility construct will offer a more complete representation of the factors that contribute to credibility and its outcomes. Based on recent proposed revisions to the advertising communication process model, a revised model of advertisement credibility is offered. A test of a portion of the model supports the inclusion of media credibility as a dimension of advertisement credibility and as an influence on attitude toward the ad, on attitude toward the brand, and on purchase intentions.     

The Use of Accommodation in Buyer–Seller Relationships: Encouraging or Controlling Opportunism in Business Markets Middle-grounds

ABSTRACT

Purpose: In the past decades, marketing researchers have explored different strategies to control opportunism in buyer–seller relationships. Accommodation, the cooperative response to partners’ exploitive behavior in exchange relationships, has received increasing attention from research on interfirm relationships. However, less is known about whether accommodation is an effective response strategy for controlling opportunism. Drawing on the self-enforcing agreement literature, this article focuses on exploring (1) what drives a firm’s accommodation response to its partner’s exploitive behavior, (2) how a firm’s accommodation helps govern its exchange partner’s opportunistic behavior, and (3) whether monitoring magnifies or buffers the effect of accommodation on the exchange partners’ opportunism.

Methodology: The survey data were collected from 173 seller-firms in Guangdong, Shanghai, Beijing, Wuhan, and Zhengzhou, representing the south, east, north, and middle regions of China. The initial questionnaires were distributed mainly by mail. By assessing the nonresponse bias and the potential bias of early and late responses, we detected no significant differences, implying that the aforementioned biases are not a concern. Because PLS can readily model both formative and reflective constructs, and accommodation is a formative construct, we deployed the SmartPLS software program to test our model.

Findings: This article enables a deeper understanding of accommodation as a response strategy in buyer–seller relationships. The data analysis offers supportive evidence that a firm’s level of accommodation is positively related to two exchange attributes: joint-specific investments and observability of the exchanges. Accommodation, as a cooperative response strategy, curtails opportunism in buyer–seller relationships, and such a curtailing role is magnified when accompanied with monitoring.

Originality/value/contribution: The authors develop a framework to examine previously untested relationships, which suggest accommodation is a cooperative response strategy to mitigate opportunism. We also contribute by exploring the antecedents of accommodation from the tangible transaction attributes perspective. Specifically, two exchange attributes, joint-specific investments and observability, can explain the emergence of accommodation. In addition, we examine the combined effect of competitive response strategies and cooperative response strategies on controlling partner opportunism. That is, competitive response strategies (i.e., monitoring) strengthen the governing effect of cooperative response strategies (i.e., accommodation).     

Engaged,but with what? Objects of engagement in technology-aided B2B customer interactions

ABSTRACT

Using new technologies in customer interactions is a popular way of trying to increase customer engagement. It is, however, unknown how such efforts by marketers’ affect engagement, and particularly to what that engagement relates to. By analysing interview and observation data, the engagement manifestations of customers of a B2B company using virtual-reality technology were studied. The results show that customer engagement can be targeted at not only brands or firms but also the service the firm offers or the technology that enables the service. It is argued that the different objects of engagement can coexist and support each other but engagement with the firm is less susceptible to fluctuations. Marketers should be aware of what triggers customer engagement and what it is targeted at.     

The Impact of the Americans with Disabilities Act (ADA) on Customer Relationships

Abstract

The passage of the ADA has created sweeping changes for many companies. In addition to providing accommodation for disabled employees and customers, companies are learning how to deal with the disabled. This paper presents guidelines for salespersons who are likely to encounter disabled customers more frequently in the future. Suggestions for managing disabled customer relationships are made.     

Doceatur Emptor

Abstract

The paper generally deals with the application of two-sided persuasive communication to advertising. Credibility of advertising and consumer response to present advertising practice is discussed. Theoretical considerations include expectancy theory and cognitive dissonance. Situations for which one-sided arguments are set forth, the paper includes a review of empirical research, primarily in social psychology, dealing with two-sided mass communication relevant to advertising. Credibility of the two-sided argument is discussed. The two-sided persuasive argument is proposed as a solution to the problem of increasing consumer cynicism toward advertising and as a means of enhancing the informative value of advertising communication.     

Effect of Distance and Communication Climate on Export Performance: The Mediating Role of Relationship Quality

ABSTRACT

The authors explore how distance and the communication climate perceived by exporters influence export performance both directly and as mediated by relationship quality. The ready-made garments industry in Bangladesh yielded 185 responses. A mediation model was tested using structural equation modeling, applying partial least squares techniques. The results show that distance is negatively related to communication climate and relationship quality; relationship quality mediates the distance–export performance relationship, whereas communication climate is positively associated with relationship quality and export performance, and a full mediating role of relationship quality is found in the communication climate–export performance relationship. A strong positive relationship between relationship quality and export performance is also identified. The managerial implication of the study includes that with better relationship strength, it is possible to neutralize the negative impact of distance on export performance. The implications and limitations are also discussed.     

Deconstructing the meerkat: fabular anthropomorphism,popular culture,and the market

Abstract

In this paper we attempt to create an understanding of fabular anthropomorphism of particular relevance to marketing communication. Through an examination of the religious, anthropological, rhetorical and marketing literature on personification and anthropomorphism we arrive at six principles that characterise the use of animals as symbols in instructional storytelling. We then examine the applicability of these principles by investigating the way in which meerkats have recently been used in popular culture and marketing communication. We find that our proposed definition of a marketing-orientated fabular anthropomorphism is broadly applicable and is helpful in understanding why certain anthropomorphic depictions will resonate with audiences and others will not.

Summary statement of contribution This research proposes a set of principles that help us to understand the way in which fabular instantiations of anthropomorphism can be successfully used in marketing communication. It presents a case study that demonstrates the applicability of the findings.     

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.     

Advertising and the Consumer

Abstract

This article is a re-evaluation of advertising as a method of mass communication of ideas and information to attempt to influence opinions and attitudes. Advertising used for these purposes has certain advantages compared with other means of mass communications. There are. however, disadvantages and limitations which should be recognized if the effectiveness of this use of advertising is to be improved.     

The impacts of complaint efforts on customer satisfaction and loyalty

ABSTRACT

This study identifies the depth structure of customer complaint efforts and investigates the roles of each dimension in the structural relations with customer satisfaction and loyalty. Three dimensions of customer complaint efforts were identified, procedural effort, cognitive effort, and affective effort in the restaurant context. This study uses two subsamples to develop and validate the proposed three-dimension customer complaint efforts scale. Exploratory factor analysis was conducted on the first subsample of 211 participants. Confirmatory factor analysis and structural equation modeling were applied on the second subsample of 328 participants. It is found that customers’ physical/procedural and cognitive efforts exerted during the complaint resolution process compound their affective efforts, which further reduce customer satisfaction with the complaint process and erode customer behavioral and attitudinal loyalty. This study bridges the research gap gaps and provides managerial implications to help reduce customer complaint efforts and ensure positive customer behaviors.     

Academy of Marketing Conference 2002 The Marketing Landscape: Signposts for the Future

Abstract

This paper addresses previous calls for research to investigate the relationship between acculturation, consumption, and religion. Specifically, this paper argues that previous research investigating these relationships amongst ethnic minorities may have deliberately ignored religious differences for convenience. This paper investigates Indians living in Britain, drawn from India's three main religions: Hinduism, Islam, and Sikhism. Using an ethno-consumerist framework, we interviewed sixteen, second-generation Indian women living in Britain, who were matched in terms of their acculturation, socio-economic backgrounds, and level of religiosity. The data analysis showed subtle but important divergences between the religions, with Hindu participants' religion having little influence on their consumption, whilst Sikh participants consumed products that affirmed an ethnic rather than religious identity. In contrast, Muslim participants consumed products that they felt rejected their Indian cultural identity and affirmed their British and Muslim identities. A number of marketing findings and limitations are presented.     

Service quality and blood donors — a marketing perspective

The National Blood Service, celebrating their fast half century, have responded to the increasing need for blood with the launch of their biggest recruitment drive ever, targeted at young adults with the goal of encouraging a life‐time habit of giving blood. Prerequisites for improving the effectiveness of donor acquisition and retention strategies are to understand who gives blood, the motivations for giving and for defection as well as the reasons why the majority of eligible donors do not donate. A literature review of blood donor characteristics and motivations sets the contextual background to the field study of some 240 students at a British University and a conceptual model which depicts the behavioural chain of blood donorship is drawn. The implications for donor acquisition, retention and defection management are then outlined. Service quality, solicitation of donor's views and communication strategies are discussed and we conclude with proposals for further research.     

Corporate citizenship and its impact upon consumer moralisation,decision-making and choice

Abstract

Businesses are increasingly embracing corporate citizenship strategies. However, the empirical literature surrounding consumer responses to such practices features many contradictions concerning their impact. As a result, many businesses are uncertain about the extent to which they should commit resources to these activities to influence a positive response from consumers. Therefore, this paper seeks to address this gap by exploring consumers’ awareness of varying levels of corporate citizenship activities and assessing their moral responses to such efforts. Using a combination of qualitative methods and projective techniques with a broad cross-section of 20 consumers, the results help to shed light on the impact of corporate citizenship activities upon moral recognition, consumer decision-making and choice.     

The Advertising of Legal Services to Small Business Executives

ABSTRACT

Providers of professional services have become more interested in advertising their practice as competition has increased in several areas. The author empirically analyzes the elements of professional service print advertisements that would most influence a client's selection and recommendation of a particular firm. The results indicate that displaying a high level of professional qualifications, many specific services targeted toward a particular segment, and a specific consultation fee have a positive impact on customer selection and recommendation decisions.     

Dealing with Resource Disadvantage: Generic Strategies for SMEs

This paper identifies three generic strategies for SMEs taking into account explicitly their resource disadvantage. In addition to the much advocated niching strategy, we show that SMEs can free-ride on the bigger firm's market development efforts and/or they can form strategic alliances to force accommodation by the bigger rivals. Contrary to conventional arguments, we show that success in niching is not conditional upon the continued ignorance of the niche by the bigger firms. It is also not true that the SMEs must have a cost advantage vis-à-vis the bigger firms in order to niche or to free-ride successfully. The bigger firms faced with entry into their markets by SMEs encounter the classical chain-store paradox. The three generic strategies proposed here are designed to force accommodation by the bigger firms.