What's Behind CRM Research? A Bibliometric Analysis of Publications in the CRM Research Field

The diversity of approaches to customer relationship management (CRM) brings about the need for systematic reviews. The objective of this article is to identify and categorize the most used publications in the CRM field. We conducted a bibliometric analysis using the Web of Science database. To identify and categorize the subfields, we conducted an exploratory factor analysis. The most used publications were categorized into: (1) methodology in the CRM research field; (2) relationship marketing; (3) service quality and customer loyalty; (4) implications of market-oriented strategy; (5) CRM theory and its practical implications; (6) strategic management; and (7) customer value.     

The reward gap in hierarchical loyalty programmes: how to enhance bottom-tier customers’ loyalty without alienating top-tier customers

ABSTRACT

Reward gap is the difference in the number and nature of rewards allocated to specific customer groups (or tiers) in a hierarchical loyalty programme. Building on the social comparison, equity and attribution theories, and two experiments conducted in a retailing context, we investigate the effect of reward gap size and visibility on both bottom-tier (BT) and top-tier (TT) customers. Findings from Study 1 show that a large reward gap reduces loyalty to the programme in BT customers, while it enhances it in TT customers. These effects are mediated by perceived fairness and perceived control. Findings from Study 2 show that a non-visible large reward gap increases loyalty to the programme in BT customers without affecting it in TT customers. This effect is mediated only by perceived fairness. Altogether, the findings highlight the mechanisms that explain the effect of the reward gap on BT and TT customers’ loyalty to the programme.     

Does country matter in urban organic food products consumption?

The main goal of this paper is to evaluate the possibility of finding international consumer segments in the organic food product (OFP) market. For that purpose, the power of country of residence in discriminating between urban frequent, occasional and non‐consumers of OFP was evaluated; and the most appropriate international segmentation bases for that market were studied. In order to achieve this goal, a survey of organic food consumers from Lisbon (Portuguese) and Berlin (German) was implemented through a structured questionnaire. Upon this, factorial and discriminant analysis was applied to the data. The results highlight the significance of the “Country” variable when distinguishing between groups of urban OFP consumers and non‐consumers as well as between frequent and occasional urban OFP consumers. The different levels of OFP consumption are mostly explained by the level of declared “OFP knowledge”. Therefore, we can conclude that in order to increase the consumption of OFP and dilute the effect of the country variable and to be able to work with international segments, marketers should aim to increase awareness and knowledge on these products. It is important to mention that this study was based on a non‐probabilistic sample and, consequently, generalizations of its conclusions must be made with care.     

Implementing studio-based learning for design education: a study on the perception and challenges of Malaysian undergraduates

Studio-based learning (SBL) is a teaching and learning methodology that combines different learning pedagogies such as social constructivist, problem-based, and active learning to mimic real-world working experience. Traditionally, SBL is practised in architecture and art programmes, however there is a growing number of research in other areas such as computer science, engineering, entrepreneurship and design courses. Nevertheless, in Malaysia, studies have only focused on architecture programmes. Therefore, this study focuses on reporting the experience and challenges of implementing SBL for a design course in the area of Visual Communication. By employing a qualitative methodology, findings show positive perception towards SBL where respondents reported awareness in improved design and communication skills, and increased acceptance towards team work. They found the critique sessions, facilitated their learning progress. Nevertheless, students reported challenges with inept teaching and learning facilities for design work, collaboration and communication breakdown with stakeholders. The study also reports on improvement strategies to enhance students learning experience through SBL.

     

Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram

Abstract

The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.     

Who is going to save the Brazilian Amazon forest? Reflections on deforestation,wildlife eviction,and stewardship behavior

The Brazilian Amazon deforestation is the context for this article, approached as a crime against humanity and wildlife. Recently, Amazon forest fires have also worried most of the economically developed nations, generating criticism and demanding that the Brazilian Government be more active in preventing fires and deforestation. It is necessary to guarantee the wellbeing and health of millions of animal species that live in this habitat, avoiding their extinctions and encouraging the preservation of the forest and its inhabitants. Agribusiness, together with illegal timber trade, are blamed for most of the deforestation. In this paper, we present and discuss Brazilian Amazon deforestation data, addressing the role of agribusiness as dependent on good environmental governance. We argue how stewardship behavior needs to become a path to stop deforestation and wildlife eviction and we reflect on what marketers in Brazil and the world can do to better protect the Amazon rainforest. We conclude that the Government, companies, and society must be coresponsible for the protection of the Amazon rainforest through conservation transparency, dialogue, environmental awareness, and sustainability in production and consumption practices.     

Diferencias salariales en una ocupación mayoritariamente femenina. El trabajo doméstico informal y flexible en Portugal

Se investigan los efectos de las modalidades contractuales informales y flexibles sobre los salarios de los trabajadores domésticos contratados por empleadores privados en Portugal, a partir de una muestra de datos transversales originales. Las estimaciones MCO indican que la formalidad beneficia a los trabajadores tanto en contratos estables como flexibles. Los procesos sociales y del mercado de trabajo tienden a perpetuar la desigualdad, principalmente en detrimento de los trabajadores migrantes. Aunque las competencias están infravaloradas y mal retribuidas, los trabajadores eventuales que prestan servicio a múltiples empleadores o cuidan de los ancianos perciben salarios más altos y, aun así, están sujetos a explotación e inseguridad.     

Performing catharsis: The use of online discussion forums in organizational change

Online discussion forums have been used to both support and resist organizational change. Our empirical study examined how employees in one organization used an online forum to help them deal discursively with changes that they perceived as threatening to their identity. In particular, we found that the postings of one key individual were central in framing the organizational changes in a way that had powerful cathartic consequences for employees’ feelings of anger and loss of face. Paradoxically, however, we also found that such use of the online forum had the contradictory consequence of helping to facilitate the very changes that employees perceived to be problematic.     

Testing the compounding structure of the CP-INARCH model

A statistical test to distinguish between a Poisson INARCH model and a Compound Poisson INARCH model is proposed, based on the form of the probability generating function of the compounding distribution of the conditional law of the model. For first-order autoregression, the normality of the test statistics’ asymptotic distribution is established, either in the case where the model parameters are specified, or when such parameters are consistently estimated. As the test statistics’ law involves the moments of inverse conditional means of the Compound Poisson INARCH process, the analysis of their existence and calculation is performed by two approaches. For higher-order autoregressions, we use a bootstrap implementation of the test. A simulation study illustrating the finite-sample performance of this test methodology in what concerns its size and power concludes the paper.     

Amino acid formula as a new strategy for diagnosing cow’s milk allergy in infants: is it cost-effective?

Aims: To estimate the cost-effectiveness of a new strategy that uses an amino acid formula in the elimination diet of infants with suspected cow’s milk allergy (CMA).

Materials and methods: This pharmacoeconomic study was developed from the perspective of the Brazilian Public Healthcare System. The new strategy proposes using an amino acid formula in the diagnostic elimination diet of infants (≤24 months) with suspected CMA. The rationale is that infants who do not respond to the amino acid formula do not suffer from CMA. Patients with a positive oral challenge test receive a therapeutic elimination diet based on Brazilian Food Allergy Guidelines. This approach was compared to the current recommendations of the Brazilian Food Allergy Guidelines. A decision model was constructed using TreeAge Pro 2012 software. Model inputs were based on a literature review and the opinions of a panel of experts. A univariate sensitivity analysis of incremental cost-effectiveness ratios was performed.

Results: The mean cost per patient of the new amino acid formula strategy was R$3,341.57, while the cost of the current Brazilian guidelines strategy was R$3,641.08. The mean number of symptom-free days per patient, which was used as an indicator of effectiveness, was 900.6 and 875.7 days, respectively. The new strategy is, therefore, dominant. In the sensitivity analysis, the dominance was maintained with parameter variation.

Limitations: In the absence of information in the literature, some premises were defined by a panel of specialists.

Conclusions: The new strategy, which uses an amino acid formula in the elimination diagnostic diet followed by an oral food challenge, is a dominant pharmacoeconomic approach that has a lower cost and results in an increased number of symptom-free days.