The impact of different price promotions on customer retention

This paper investigates the impact of different price promotion effects regarding two different types of service cost (i.e., a joining fee vs. a monthly fee) on retention intentions for new customers in the long-term service industry. Based on the depreciation curve, mental accounting, and the escalation of commitment theory, we predict that customers’ retention intentions will be higher when they start using a service with a free monthly fee promotion rather than when they start it with a free joining fee promotion. This expectation was confirmed by five studies; experiments, customer survey, and secondary data. The theoretical and managerial implications are also discussed.     

The impact of new firm formation on regional development in the Netherlands

This paper examines the relationship between new firm formation and regional employment change in The Netherlands. Using a new regional data base for the period 1988–2002, we examine the time lags involved in the relationship. We also investigate whether the relationship differs by sector and by degree of urbanization. We find that the maximum effect of new businesses on regional development is reached after about 6 years. Our results also suggest that the overall employment impact of new-firm start-ups is positive but that the immediate employment effects may be small in The Netherlands. Furthermore, we find that the employment impact of new firms is strongest in manufacturing industries and that the employment impact of new firms is stronger in areas with a higher degree of urbanization.

Co-creation on a global scale: How customers impact firms’ internationalization strategies

The importance of customers in international strategy has largely been neglected or relegated to the simple and rather passive role of a buyer. In this article, we suggest a different approach and identify the potential impact of co-creation activities. We provide several examples of how customers are more actively involved in global value creation and thereby impact firms’ international posture.     

The effect of firm scale and CSR geographical scope of impact on consumers' response

The role of corporate social responsibility (CSR) in shaping consumer perception and attitude has received many attentions both in the academia and practitioner world. While this domain has invited numerous research, but research highlighting how consumers react toward learning the size of a firm conducting CSR and geographical scope of the CSR impact is still scarce. We investigate how consumers shape their attitude and consumption behavior after knowing that the CSR action is done by a small, locally-owned business that brings impact to the local community through an experimental study. Our study adds a shade in understanding how the effect of a firm size and geographical scope of CSR impact might increase consumers' favorable attitude and behavior toward the business and its products. Our findings show that when consumers learn that the firm conducting CSR is a small, locally-owned (in coffee shop business) that directs its action toward local beneficiaries, they demonstrate more favorable attitudes toward the action and the firm, which manifest in the form of better intentions to acquire the product as well as willingness to pay premium prices for it. Our findings confirm the US consumers' love affair with local businesses, in particular. While the findings generally benefit small, locally-owned businesses, they also suggest recommendations for large, multinational businesses to design their marketing strategy in an attempt to increase favorable reactions from consumers.     

The impact of habitual entrepreneurial experience on new firm closure outcomes

In this paper, we argue that it is difficult for habitual entrepreneurs to use their experiential knowledge to develop a more viable new firm than novice entrepreneurs. Hindered by the difficulty of disentangling how actions lead to outcomes in low predictive environments such as new firm settings; hampered by the novelty and uncertainty of new firm closure; and misguided by subjective beliefs about their ability, we contend that habitual entrepreneurs close their new firm just as quickly as novice entrepreneurs and are just as likely to go bankrupt. Using large-scale panel data that track new firm closure amongst 7400 new German firms, we find that the new firms run by habitual entrepreneurs close just as quickly as those run by novice entrepreneurs. We also find that habituals are just as likely as novices to see their new business go bankrupt.     

The impact of household level heterogeneity in reference price effects on optimal retailer pricing policies

The field of marketing has witnessed substantial improvement in modeling household level heterogeneity. However, relatively little has been written about how modeling household heterogeneity translates into better marketing decisions. In this paper, we study the impact of household level heterogeneity in reference price effects on a retailer's pricing policy. Reference prices are certain anchors or standards that households use to compare the observed purchase price of a product against. If the observed price is greater than the reference price it is perceived as a “loss” and if it is smaller than the reference price it is perceived as a “gain”. In order to study the impact of heterogeneity in reference price effects on retail pricing, we test a nested logit model under two alternative reference price (memory and stimulus based) and heterogeneity (finite mixture and hierarchical Bayes) specifications. In the empirical analysis, we find that households are quite heterogeneous in terms of their gain and loss effects. For some households a gain has higher impact than a corresponding loss, while the opposite is true for others. Using individual level estimates we then develop a normative pricing policy for a retailer maximizing category profit. Our results indicate that the optimal pricing policy derived from the heterogeneous case is qualitatively different, and more profitable, than the case when heterogeneity is ignored. We show that for an important marketing problem pertaining to a retailer, the optimal pricing decisions for various brands in a category are inextricably related to household heterogeneity in reference effects and brand preference.     

The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development

Customer satisfaction with a company's products or services is often seen as the key to a company's success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfaction–retention relationship, and the development of a more comprehensive view of the customer's quality perception. © 1997 John Wiley & Sons, Inc.     

The impact of new technologies on customer satisfaction and business to business customer relationships: Evidence from the soft drinks industry

Sales technology has been touted as a primary tool for enhancing customer relationship management (CRM) and thus improving overall customer satisfaction. The marketing, IT, and practitioner literatures make numerous references to the impact of CRM on business orientation and performance. However, according to Richard et al. (2007), not many studies have investigated customer relationship technology adopted by a firm and the impact on relationship development. The aim of this paper is to examine the relative impact of new technologies on improving customer relations and overall customer satisfaction within the sales industry. New technologies have revolutionised the workplace and have become an integral part of organisations throughout the world (Forster, 2000). Driving this revolution are two powerful new forces, cyberspace and computing power. This article defines three key terms which include CRM, customer satisfaction and new technologies and evaluates the impact of these emerging technological developments on relationships and customer satisfaction in a sales force/customer context. Primary research was conducted using two focus groups consisting of nine participants from Britvic. The analysis reveals that technology is both beneficial and essential within the sales force industry for both the sales representative and their customers and provides an insight into the impact of technology on the sales force/customer relationship. The paper concludes with reference to new technologies and the future.     

The impact of customer relationship management capability on innovation and performance advantages: testing a mediated model

Abstract

Customer relationship management (CRM) and innovation are widely considered to be valuable capabilities associated with competitive advantage. However, there is a lack of research demonstrating how they work together to produce performance advantages. This research investigates the mediating role of innovation between CRM and performance. The authors examine the direct impact of both CRM and innovation on firm performance. Moreover, they investigate the role of innovation as a mediating mechanism to explain the effect of CRM on performance. The authors use structural equation modelling to test the relationships among these constructs. The results support the direct impact of CRM and innovation on performance. Also, the findings indicate that the indirect effect of CRM on firm performance through innovation is significant. These results reinforce the view that developing close relationships with customers enhances a firm's ability to innovate.     

A cross‐national validation of a new retail customer equity model

This study aims to examine retail customers of China and Korea with a view to understanding the differences in the effects of customer equity on perceived store loyalty. We built a modified model of retail customer equity incorporating three drivers of retail customer equity (experience equity, brand equity and relationship equity), and further substantiate the relationships among the three equity drivers. For this purpose, we measured the customer equity of large scale discount stores located in China and Korea. The result shows that experience equity and brand equity significantly influence customer loyalty, whereas relationship equity does not. The relationships among the three drivers of customer equity revealed that experience equity significantly affects both brand and relationship equities, but relationship equity does not significantly affect brand equity. Based on country level analysis, on Korean side the experience equity influences relationship equity, brand equity and store loyalty, whereas on Chinese side, experience equity influences relationship equity and brand equity,     

Measuring customer orientation of a salesperson: Modifications of the soco scale

This article addresses modifications made to the Michaels and Day (1985) version of the SOCO (selling orientation customer orientation) scale. Two modifications were made on the basis of pilot interviews conducted with industrial buyers. First, the scale items were changed to refer to a particular salesperson rather than salespeople. Second, the 9-point scale was changed to a more conventional 7-point scale. Further, in order to provide all respondents with the same frame of reference, scale instructions were modified to refer to the respondent's most recent buying situation. Scale properties were evaluated using the updated paradigm suggested by Gerbing and Anderson (1988). Unidimensionality of the scale was insured through the use of a confirmatory factor analysis program. The reliability of the scale is higher than that reported by Saxe and Weitz (1982), and Michaels and Day (1985). Convergent and discriminant validity were also assessed. The scale as modified in this article can be used to assess buyers' perceptions of salespeople and could provide sales managers with a means of assessing long-term aspects of a salesperson's performance. © 1995 John Wiley & Sons, Inc.     

The impact of scale effects on the prevailing internet-based banking model in the US

Internet-based banks use a technology-intensive production process that may benefit from scale effects as they grow larger. This article analyzes whether the predominant Internet-primary bank in the USA generates technology-based economies of scale in the period 2002–2010. There is evidence of both favorable and adverse technology-based scale effects. As the leading Internet-primary bank gets larger, the financial performance gap with traditional banks shrinks while some of its critical competitive advantages wear down. The results suggest that unless the prevailing Internet-primary bank preserves the distinctive advantages of the Internet-based business model as it improves financial performance, it might end up converging with its branching competitors.     

Quantile estimates of the impact of R&D intensity on firm performance

This paper investigates the relationship between initial research and development (R&D) intensity and firm growth using a unique data set for firms with R&D activities in Austria during the period 1995–2006. Results based on the least absolute deviation (LAD) estimator show that initial R&D intensity has a positive and significant impact on both employment and sales growth in the subsequent 2 years. Quantile regressions for each cross-section reveal that the impact of R&D intensity is significant from 0.3 to the highest quantile of the conditional distribution of employment growth. Furthermore, the elasticity of employment growth with respect to R&D intensity is highest for firms at or slightly below the median of the distribution of firm growth. Finally, we find that the impact of R&D decreases significantly over time.     

Exploring the effect of retail sector and firm characteristics on retail price promotion strategy

This study examines why retail price promotion strategies vary across retail sectors and across firms within sectors. Using hierarchical linear modeling and a sample of 38 firms from 11 retail sectors, the authors investigate how two sector-level characteristics, related to product assortment perishability and heterogeneity, and three firm-level characteristics, related to retailer differentiation, number of stores, and average store size, influence price promotion decisions. The results indicate that assortment heterogeneity moderates the positive influence of perishability on price promotion activity; scale and scope also have significant effects. These results offer fresh insight into the ongoing debate surrounding stable versus promotional pricing, suggesting that the benefits of a particular strategy are driven largely by a complex interaction between sector-level characteristics as well as firm-level cost advantages.     

The impact of introducing a customer loyalty program on category sales and profitability

The authors propose and empirically investigate the effect of category-specific attributes as important factors associated with the change in pre-versus post-loyalty program introduction category sales and profits. Category penetration and frequency are positively correlated with loyalty program success with an increase in sales and profits, whereas impulse buying and ability to stockpile show negative correlations. Furthermore, although introducing a loyalty program generates immediate spikes in sales and profits in most categories; its impact is generally short-lived. It results in an initial redistribution of category expenditures during the program launch, where consumers seemingly shift consumption from lightly purchased categories to heavily purchased categories. But the effect soon erodes. Nevertheless, by modeling the diffusion process of loyalty program performance, this paper finds that penetration rate and private label share are key drivers of a category's sustainable growth. The evolution of consumer price elasticities and promotion sensitivities are tracked pre- and post-loyalty program introduction, and profit-driving categories are identified according to their category characteristics. New insights are offered on category management and long-term program planning.     

The impact of monetary policy on oil price persistence: An application of the smooth regime-switching model

This paper employs the smooth transition autoregressive model to evaluate the persistence of oil price changes, and chooses monetary policy variables as transition variables of the model to assess their roles in the persistence effects. The empirical results show that oil price changes displayed asymmetric adjustments within different regimes and were more sensitive to the movement of interest rates than inflation rate. In addition, high inflation rate would give rise to low oil price persistence, and expansionary monetary policy would bring about higher oil price persistence. Moreover, when the short- and long-term interest rates were over their threshold values, the persistence effects of oil price changes were opposite. In the present relatively low US interest rates, adopting either an inflation-targeting policy or/and a debt-financing policy to stimulate economic growth, the timing is appropriate and the effect will be positive and expected because of low persistence of oil price changes.     

The impact of personalised incentives on the profitability of customer retention campaigns

Traditional approaches to managing customer churn have typically concentrated on those customers most likely to defect. While accurately predicting customer churn probability is important, this metric alone does not sufficiently empower managers to make optimal decisions. Hence, the current study focuses on the relationship between retention incentives and profit maximisation. Specifically, we improve existing churn management practices by: (1) allowing for customer heterogeneity in incentive redemption behaviour, (2) introducing the dependence of the probability of accepting an incentive on its monetary value, and (3) offering an improved model for developing retention campaigns. We support our conclusions with empirical data and simulations and make tangible managerial recommendations.     

The impact of a firm’s internal control mechanisms on the choice of innovation mode

A firm’s internal control mechanisms may have a significant influence on the choice of innovation mode. Therefore, based on the research on the internal control mechanisms of companies, we developed a model to explore the relationship between a firm’s internal control mechanisms and the choice of innovation mode. Using a sample of 585 Chinese firms, this study tests the proposed model. Results show that strategic control has a positive relationship with radical innovation, but a negative relationship with incremental innovation, while financial control has a negative relationship with radical innovation, but a positive relationship with incremental innovation. Translated from Nankai Guanli Pinglun 南开맜理评论 (Nankai Business Review), 2006(2): 64–68