The influence of empathy in complaint handling: Evidence of gratitudinal and transactional routes to loyalty

While most studies on complaint handling are focused on performance outcomes, analysis of the processes that reinforce relationship quality is lacking. Building on the relationship marketing theory of reciprocal behaviours, this research proposes and tests a model of the effects of empathy as a particular relationship recovery investment. Addressing for the first time the role of gratitude in a complaint-handling context, this model assumes that both gratitude and transactional satisfaction mediate the influence of empathy on consumers' trust and commitment. Data from a cross-industry survey of phone and online complaints confirmed the proposed model.     

Robust Event Studies for Derogation from Suspension of Concentrations in Greece during the Period 1995–2008

This paper examines the possible effect of the derogation from suspension of concentrations by the Hellenic Competition Commission (HCC) on the stock performance of the requested companies. For this reason, we examined 16 companies listed in the Athens Stock Exchange (A.S.E) that are involved to 13 requested derogations from suspension during the period 1995–2008 by applying and assessing the results of three different event study methodologies (market model, mean adjusted return model and market adjusted return model). From the empirical findings, we conclude that the argument of the requested companies concerning the subsequent negative effect on their stock performance if the derogation from suspension by the HCC is delayed or not granted does not hold. On the contrary, the average abnormal and cumulative returns of the requested companies are positive and statistical significant. In addition, the results of the three event study methodologies are robust.     

Illusory Price Increases after the Euro Changeover in Germany: An Expectancy-Consistent Bias

The aim of the present report is to review research demonstrating the role played by expectations for observed illusory price increases after the euro introduction in Germany. In laboratory experiments when participants are asked to estimate price changes in a restaurant following the euro introduction, the price estimates are found to be biased in the direction of the expectation of rising prices. The research also examines the extent to which a similar judgment bias is evident in other areas and how interventions counteract the bias. A further focus of the research is on the underlying process. In this respect the results show that the bias is based on a selective outcome correction process not previously described. Theoretical implications and practical implications for consumer policy issues are highlighted.

Benchmarking buyer behavior towards new brands

New brand launches are risky endeavors for marketers, as many fail to attract a sustainable customer base. This research examines the buying behavior of customers acquired by a new brand and revisits the theoretical norms of the NBD-Dirichlet model benchmarks. Investigating 40 new brand launches in the UK, across a wide range of brand and category conditions, we find that in the first 12 months, new launches have more, but less loyal buyers than expected from NBD-Dirichlet benchmarks, irrespective of type, price point, or the sales gained by the new launch. Further we find exploratory evidence that new buyers of brands have weaker associations than existing buyers. We propose that the combination of the new experience that lacks distinctiveness in encoding means that the experience of buying the new brand creates weaker memory traces in new buyers and that these buyers need additional marketing reinforcement to consolidate the memory of buying the brand to establish the brand in their ongoing repertoire.