The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition

It has often been argued that word-of-mouth (WOM) can contribute significantly to a firm’s success in a variety of ways. Here, we analyze the functional linkage between customer satisfaction, WOM, and new customer acquisition. Using data from two empirical studies we conceptualize and test the direct, non-linear, and moderated relationship between satisfaction and WOM. We further explore the circumstances under which WOM leads to new customer acquisition using a logistic regression model. We do so for two groups (new customers and long-term customers) from the customer base of a large energy provider (n = 688), and for a random sample of B2B customers (n = 416) in the same market. Results indicate that the satisfaction-WOM link is non-linear and is moderated by several customer involvement dimensions. Based on our results, we demonstrate how the satisfaction-WOM-new customer acquisition link can enrich return on quality and satisfaction models. Further, we draw conclusions about how companies can make use of both the satisfaction-WOM and the WOM-new customer acquisition link for better allocating their marketing resources.

Ist das österreichische Rentensystem nachhaltig?

Wirtschaftsdienst - In der deutschen Debatte zur Rentenpolitik wird in letzter Zeit immer wieder auf das Beispiel Österreich verwiesen. Das hohe österreichische Leistungsniveau provoziert...     

Brand Equity, Consumer Learning and Choice

The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general and considering two recent trends in the market place: store brands and the Internet. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics. Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. We propose an agenda of research based on this amplified definition.     

Investors' Personality Influences Investment Decisions: Experimental Evidence on Extraversion and Neuroticism

The authors analyze the impact of individuals' degree of extraversion and neuroticism on their decision making in an experimental asset market. To establish this link between research on experimental asset markets and social psychology the authors use a unique approach that combines a questionnaire designed to assess individuals' degree of extraversion and neuroticism and an experimental asset market to assess individual financial decision making. The dataset combines 364 undergraduate business students' questionnaire responses and their trading behavior in the asset market. The authors find that extraversion and neuroticism significantly influence individuals' behavior in the experimental asset market. Specifically, more extraverted individuals pay higher prices for financial assets and they buy more financial assets when assets are overpriced than less extraverted individuals do. More neurotic individuals hold less risky assets in their financial portfolios than less neurotic individuals do. Although a large part of the explanatory power appears to be driven by gender differences, the authors still find significant impact of extraversion and neuroticism after controlling for gender effects. The study findings suggest that further research on financial markets could benefit from including personality of market participants as a crucial explanatory factor.     

The relative importance of human resource management practices for innovation

Human resource management (HRM) practices are generally expected to stimulate a firm's innovation performance. However, which of these practices really pay off? Based on a unique dataset that includes detailed information for both a firm's innovation activities and a broad set of HRM practices, we find that primarily new workplace organization practices seem to enhance a firm's innovation activities. Flexible practices of working time management and incentive payment schemes show only small effects on both innovation propensity and innovation success. Further training does only affect innovation success, but not innovation propensity. Overall, we find a stronger linkage between HRM practices and innovation propensity than with innovation success. Further, we find that innovation propensity increases, first, with the number of combinations of HRM practices adopted by a firm but not with the number of combinations of HRM practices from different groups of HRM practices adopted by a firm.     

Using the multi-level perspective on socio-technical transitions to assess innovation policy

In recent years a growing literature on socio-technical transitions towards sustainability has emerged. Scholars have explored ways through which configurations of technologies, infrastructures, social practices, institutions and markets can change to fulfil their functions in a more sustainable way. A multi-level perspective (MLP) has been developed to describe and analyse these complex, long-term processes. It has also been used to help design policy for example in the Netherlands. In this paper the MLP is used in a novel way: as a heuristic to ex ante assess policies to stimulate socio-technical transitions. Instead of using it for policy development, the MLP is used here for an assessment of policy. The analysis focuses on a particular policy initiative intended to stimulate the transition to a low carbon economy in the UK: the Carbon Trust. This paper makes two contributions to the socio-technical transitions literature: Conceptually, the paper demonstrates the usefulness of the socio-technical multi-level perspective to analyse policies and assess their likely impact ex ante against the background of theorising about the patterns of large scale, socio-technical change. Empirically, the paper finds that the activities of the Carbon Trust consist of a variety of well targeted ways to stimulate the development of socio-technical niches as well as to change regime practices directly. Nevertheless, the paper argues that this model also faces difficulties in promoting a transition towards a low carbon economy.     

The internal impact of a customs union; Baden and the Zollverein

Tariffs can affect the growth of states. But how do they affect regional growth within states? Using Baden's 1836 entry into the Zollverein, the customs union of German states, I investigate the internal impact of a change in tariffs. With a new data set of regional employment data I demonstrate that the Zollverein had a substantial positive effect. Two market access effects are shown, one follows the standard market access predictions and the second triggers the direct investment by Swiss entrepreneurs in German regions close to their home base. Furthermore occupational change within the crafts sector was shifting labour towards higher taxed occupations and towards the region close to Switzerland.     

Disparitäten in der Entwicklung der Gemeindesteuern

Generally, taxes are the most relevant source of revenue for German municipalities. In the period from 2004 to 2014, tax revenues were growing at remarkable rates. However, statistical analyses show that not all municipalities were benefitting in the same way, and thus state-wide averages are of limited value, since they tend to whitewash inner-state inequality. Disparities are even significant in states with strong economic fundamentals. According to absolute measures, disparities are growing at the national level. This can be explained by a few tax-strong outliers. In contrast, relative inequality remains static. The alarming finding is that intertemporal mobility among municipalities in the allocation of tax revenues is limited, and thus tax-weak municipalities face a cloudy outlook.