Personal interviews in cultural consumer research – post‐structuralist challenges

This paper takes a post‐structuralist perspective on consumer research and discusses the role of personal interviews in cultural analysis. It problematizes the use of the phenomenological interview in cultural consumer research, arguing that the underlying research paradigm, existential‐phenomenology, is not necessarily adequate for cultural analysis because it focuses attention primarily on the individual and the first‐person experience. Such a paradigmatic perspective is problematic because it tends to sustain a view of human agency that is highly individualistic and thus fails to account for the cultural complexity of social action. Overall, the paper contributes to the further development of the post‐structuralist approaches to postmodern marketing thought. Post‐structuralist ideas and assumptions challenge the central principles of modern marketing and consumer research in many ways and it is the aim of the paper to contribute to a better understanding of the methodological implications that they entail.     

The Effects of Relationship Marketing on Share of Business: A Synthesis and Comparison of Models

ABSTRACT

Purpose: The article synthesizes the extensive empirical work on relationship marketing (RM) and compares the various conceptualizations to give a better understanding of the relational factors (i.e., characteristics of the business relationship) that improve a seller’s objective performance (i.e., share of business) in a business-to-business (B2B) services context. These conceptualizations, taken from the literature, link relational antecedents (i.e., communication, domain expertise, relational value, and mutual goals) to relational mediators (i.e., trust, satisfaction, commitment, relationship quality) to explore how they in turn affect a seller’s share of business.

Methodology/approach: All 4 models derived from the literature review were assessed using a dataset drawn from a survey of 948 client firm representatives of a Portuguese hotel chain in a B2B services context.

Findings: The best of the models in terms of model fit and prediction of share of business shows that only customer commitment directly drives a seller’s share of business, and simultaneous interrelated changes in customer trust and satisfaction, as well as customer perceptions of relational value, drive customer commitment, and so exert indirect effects on performance. The model that proposes that a seller’s performance is strengthened by simultaneous interrelated improvements in customer trust, satisfaction, and commitment (i.e., with these three mediators being conceptualized as a single, combined, higher-order mediator, termed relationship quality [RQ]) shows inferior fit. No combination of mediators (satisfaction, trust, or commitment) improves the seller’s objective performance over and above their individual effects (i.e., there are no synergistic effects).

Research implications: The literature review suggested four ways of modeling RM antecedents, mediators, and their effect on performance. Complex second-order constructs such as RQ lack explanatory power when predicting outcomes and mask the effects of individual relational mediators. Correct conceptualization is important, as conclusions vary drastically even with the same set of relational mediators and same dataset.

Practical implications: B2B service providers’ investments in RM will lead to improved share of business only if customer commitment is high or there is at least the potential to improve it. This requires an understanding of how valuable

the customer believes the relationship to be, and how the customer rates the relationship with the firm in terms of satisfaction and trust. A customer segmentation approach to relationship building and maintenance is advocated and detailed suggestions are put forward.

Originality/value/contribution: Apart from the work by Palmatier, the relationships between RM antecedents and mediators have not yet been examined simultaneously and findings are fragmented. The article provides a synthesis of this expansive literature. It contrasts different interplays between RM mediators, including their interrelationships as a higher-order construct, and explores possible synergy effects. Unlike previous work, this study focused on an objective measure of seller performance (i.e., share of business), whereas previous studies have tended to examine subjective measures, especially within the B2B context. Furthermore, four full models were assessed here, each of which included the antecedents to RM mediators and their links to objective performance.     

Outcome-focused national park experience management: transforming participants,promoting social well-being,and fostering place attachment

Understanding visitor experiences is essential if park managers are to facilitate beneficial outcomes for both individuals and society. We investigated visitor experiences in a special model of thematically connected guided walking, biking, and 4WD tours in Australian national parks. Outcomes attained by first-time and repeat participants were assessed by questionnaires with more detailed insights from semi-structured interviews with repeat participants. Participants developed strong social ties with community members and experienced significant improvements in health, well-being, and competence, gaining a sense of achievement from mastering a challenge with positive implications for their lives beyond the tours. The tour series performed well in achieving visitor satisfaction, repeat participation, and word-of-mouth recommendation. The experience increased participants’ attachment to national parks, reinforcing their sense of environmental stewardship. The findings are especially relevant to efforts in parks and elsewhere to better integrate senior citizens into the community and provide opportunities to increase their physical, mental, and social well-being. Such opportunities become limited, for example, when people retire from work or suffer health impairment. The tour series proved an effective tool for outcome-focused park management, providing significant personal benefits to participants with positive implications for larger societal benefits, plus political and financial advantages for park managements.     

Definition of adventure travel: Conceptual framework for empirical application from the providers’ perspective

The growth of adventure travel has been accompanied by an enormous variety and availability of adventure travel products in international travel and tourism. This study attempts to search for a comprehensive definition of adventure travel from the providers’ perspective in order to build a conceptual framework for empirical application. A qualitative analysis of past leisure or recreation theories identified six major component variables which define adventure travel. Together with these six components, several alternative definitions of adventure travel are studied in detail as part of the research. This study proposes a new definition of adventure travel, as a standard tool for measuring and segmenting the adventure travel market.     

Some evidence on the gains from international diversification for Canadian investors

It is easily demonstrated ex post that international portfolio diversification results in increased returns and reduced risk. However, to determine the value of international diversification as an effective portfolio management strategy, it is necessary to form portfolios based on information available at the time of their composition, and then evaluate the performance of the portfolio in the following months. This is the main focus of our study, which adds several innovations to past research. First, we use daily rates of return on 23 national indices to evaluate the value of international diversification for a Canadian investor. Second, we evaluate the predictive value of the historical variance-covariance matrix vis-à-vis alternative models. Third, we use the Bayes-Stein correction to reduce errors in the historical return vector. Finally, we use a quadratic programming model in order to introduce the effects of constraints on the optimisation process. The results, obtained over the 1986–1989 period, are not in favour of international diversification. Returns on diversified portfolios were often lower than returns on the low-risk Canada market during the low-performance portfolio test periods. In other cases, higher returns on diversified portfolios could not be justified by their higher volatility. It is possible that these results may be partially due to the effects of the market crash in October 1987. Nevertheless, our study brings up many directions for future research. Is international diversification in fact profitable? Is portfolio optimisation appropriate in an international context? Finally, what is the best way to estimate the expected return vector in various markets?     

Audit firm size, public ownership, and firms' discretionary accruals management

In this study, we developed and tested three hypotheses concerning earnings management in Belgium (i.e., a continental European environment). The three hypotheses are about: (1) income smoothing, (2) Bix Six auditors, and (3) public ownership. The study is motivated by the finding by Becker, DeFond, Jiambalvo, & Subramanyam [Contemp. Account. Res. 15 (1998) 1] and Francis, Maydew, & Sparks [Audit. J. Pract. Theory 18 (1999) 17] that Big Six audit firms act as a constraint on both income-increasing and income-decreasing earnings management. The finding raises questions as to the determinants of earnings management in other institutional settings such as that of Belgium. Accordingly, we study publicly available financial statements of a matched sample of publicly and privately held Belgian firms. Following Francis et al. [Audit. J. Pract. Theory 18 (1999) 17], DeFond and Subramanyam [J. Account. Econ. 25 (1998) 35], and Becker et al. [Contemp. Account. Res. 15 (1998) 1], we use discretionary accruals as a measure of earnings management. We find that Belgian companies—both private and public—engage in income smoothing and manage earnings opportunistically to meet the benchmark target of prior-year earnings. The evidence is also supportive of the other two hypotheses, but only when companies have earnings that are above target and have incentives to smooth earnings downwards. The fact that our results on the impact of Big Six auditors and ownership type are different for above and below target firms in Belgium, and differ with findings on U.S. samples, can be explained by the Belgian institutional environment.