Customer desire expectations about service employees: An analysis of hierarchical relations

This article proposes a hierarchical model of customers' desire expectations about service employees, and of the motivations underlying the expectations. The model is based on recent developments in means–end chain theory. A paper-and-pencil laddering methodology is applied to collect data among 231 customers in Austria concerning their desire expectations about service employees of clothing stores. Additive tree and social network analyses reveal three orientations in customer desire expectations, covering the process, outcome, and relational aspects of service encounters. Meanings within orientations are mutually linked and hierarchically organized from desire expectations about specific service employees' behaviors, via customer goal attainments and feelings, to behavioral responses. Implications for service marketing theory and practice are offered. © 1998 John Wiley & Sons, Inc.     

Processes and effects of targeted online advertising among children

Increasingly, information from children's profile pages on social network sites is being used to target online advertising, a phenomenon known as profile targeting. This practice has raised concerns in society and academia; however, its effects among children remain unstudied. Therefore, we investigated the effects of profile targeting on children's brand responses (i.e., brand attitude and purchase intention). We examined two types of targeting: targeting of product and of form (i.e., color). In addition, we tested three underlying mechanisms: liking the advertisement, perceived personal relevance of the advertisement, and recognizing the targeting aspect of the advertisement (targeting recognition). A between-subjects experiment among 231 children aged 9–13 years showed that targeting the product leads to more positive brand attitudes and purchase intentions. In addition, the effects were explained by ad liking and not by perceived personal relevance or targeting recognition. These findings suggest that, unlike adults, children do not process profile targeting on an elaborate critical level. Rather, the processing seems to be less elaborate.     

European Green Mutual Fund Performance: A Comparative Analysis with their Conventional and Black Peers

In recent years, several countries have enacted guidelines and/or mandatory laws to increase the presence of women on the boards of companies. Through these regulatory interventions, the aim is to eradicate the social and labor grievances that women have traditionally experienced and which has relegated them to smaller-scale jobs. Nevertheless, and despite the advances achieved, the female representation in the boardroom remains far from the desired levels. In this context, it is now necessary to enhance the advantages of board gender diversity from both ethical and economic points of view. This article examines the relation between board gender diversity and economic results in Spain: the second country in the world to legally require gender quotas in boardrooms and historically characterized by a minimal female participation in the workforce. Based on a sample of 125 non-financial firms listed on the Madrid Stock Exchange from 2005 to 2009, our findings show that in the period analyzed the increase of the number of women on boards was over 98 %. This suggests that compulsory legislation offers an efficient framework to execute the recommendation of Spanish codes of good governance by means of the increase in the number of women in the boards of firms. Furthermore, we find that the increase in the number of women on the boards is positively related to higher economic results. Therefore, both results suggest that gender diversity in boardrooms should be incremented, mandatory laws being a key factor to do so.     

Why offer lower prices to past customers? Inducing favorable social price comparisons to enhance customer retention

Price discrimination policies vary widely across companies. Some firms offer new customers the lowest price; others give preferential prices to their past customers. We contribute to the literature on price discrimination in behavior-based pricing by exploring how customers’ social price comparisons, i.e., comparing one’s price to that received by similar peers, impact the optimal structure of price discrimination. Social price comparisons have a negative (positive) impact on customers’ transaction utility if the price charged to past customers is higher (lower) than a new customer’s price. Using an analytical model with vertically differentiated firms, we show that a firm with relatively large market share will reward its past customers with relatively low prices when social price comparisons have a sufficiently large impact on utility. Furthermore, we find that social price comparisons lead to a relaxation of the price competition for new customers. Thus, both firms can earn higher profits when such comparisons are made than when they are absent. We also examine how other factors, such as horizontal competition and strategic customers, interact with social price comparison concerns to impact pricing strategies. Finally, we show how pricing behavior differs when price comparisons are based on historic reference prices rather than on peers’ prices.     

Organizational antecedents and competitive consequences of environmental proactivity in the hotel industry

This research simultaneously examines the influence of organizational design variables (specialization, decentralization, formalization, link mechanisms, and informal social relations) on environmental proactivity, and the impact of this environmental proactivity on the competitiveness of hotels. The joint analysis of causes and consequences of environmental proactivity, and the relationship between organizational design and environmental management are topics that have rarely been explored in the literature. Using structural equation modeling methodology, a model is empirically tested using a survey instrument that was distributed to hotels in Spain. The findings indicate that specialization, formalization, link mechanisms, and informal social relations are effective coordination mechanisms to foster environmental proactivity. Moreover, the most effective way of encouraging the implementation of environmental practices is formalization. The findings also show that environmental proactivity contributes to improving competitive advantage in terms of both cost and differentiation.     

Real Exchange Rate Forecasting and PPP: This Time the Random Walk Loses

This paper brings four new insights into the Purchasing Power Parity (PPP) debate. First, we show that a half-life PPP (HL) model is able to forecast real exchange rates better than the random walk (RW) model at both short and long-term horizons. Second, we find that this result holds if the speed of adjustment to the sample mean is calibrated at reasonable values rather than estimated. Third, we find that it is preferable to calibrate, rather than to elicit as a prior, the parameter determining the speed of adjustment to PPP. Fourth, for most currencies in our sample, the HL model outperforms the RW also in terms of nominal exchange rate forecasting.     

Estimating the equilibrium exchange rate of the Central and Eastern European acceding countries: The challenge of euro adoption

This study estimates the equilibrium real and nominal exchange rates for five Central and Eastern European (CEE) countries. A new approach is adopted, which combines the fundamental equilibrium exchange rate (FEER) with the behavioural equilibrium exchange rate (BEER) methodology. In a VAR-based 3-equation cointegration system, we estimate structural equations for internal and external balances and link them to the real exchange rate. The estimated misalignment is used to derive equilibrium nominal exchange rates. The sustainability of an ERM-II-type exchange rate regime is investigated on ex post data, and the credibility problem of fixing the currencies of CEE countries vis-à-vis the single European currency is analysed. JEL no. E31, F31, O11, P17     

Productivity Differences and Foreign Market Entry in an Oligopolistic Industry

We show how productivity differences between foreign and indigenous firms affect the choice of the foreign market entry strategy. We identify the conditions necessary for the adoption of a particular strategy depending on the competing firms?? productivity differences as well as each strategy??s cost. In particular, we study tradeoffs between exporting and JV as well as between JV and WOS that were neglected in the firm heterogeneity literature. We find that high productivity differences led the foreign firm to enter host markets via WOS or exporting monopoly, while in the case of smaller productivity differences they entered via different types of JV. The share in joint venture depended positively on the productivity difference and negatively on trade and investment costs.     

Optimum Currency Areas in Emerging Market Regions: Evidence Based on the Symmetry of Economic Shocks

This paper examines which emerging market regions form optimum currency areas (OCAs) by assessing the symmetry of macroeconomic shocks. We extend the output-prices-VAR framework by adding net exports and the real effective exchange rate as endogenous variables. Based on theoretical considerations, we derive which shocks affect these variables in the long run: shocks to labor productivity, foreign trade, labor supply, and money supply. The considered economies of Central and Eastern Europe, the Commonwealth of Independent States, East and Southeast Asia, and South Asia, exhibit large enough shock symmetry to form a currency union; the economies of Africa, Latin America, and the Middle East do not.     

Buchbesprechungen

Zusammenfassungen  Im Fach Kommunikations- und Medienwissenschaft liegen bislang kaum empirische Daten zur Situation des promovierten wissenschaftlichen Nachwuchses vor. Diese Studie gibt Aufschluss über Besch?ftigungssituation, Berufszufriedenheit, Betreuung sowie Karrierevorstellungen und -strategien der Post-Doktorandinnen und-Doktoranden des Faches. Die Ergebnisse einer Befragung im deutschsprachigen Raum zeigen, dass die Postdocs mit ihrer beruflichen Situation, vor allem mit den Arbeitsinhalten und der Flexibilit?t der Arbeitszeiten zufrieden sind und eine akademische Karriere anstreben. Die Konkurrenz und die Hürden auf dem Karriereweg werden allerdings als gro? wahrgenommen. Zudem scheinen die als vielversprechend eingesch?tzten Karrierestrategien wie das Publizieren in internationalen Fachzeitschriften nur schwer umsetzbar zu sein. Einzig jene Postdocs, die von ihrer/m vorgesetzten Professor/in beim Publizieren und beim Aufbau eines Netzwerks unterstützt und betreut werden, schaffen es, viel zu publizieren und international in Erscheinung zu treten. Hingegen sind zwei andere Gruppen weniger erfolgreich in der Umsetzung der eigenen Ziele bzw. verfolgen mit der Habilitation eher traditionelle Karrierestrategien.

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Are many paths leading to Rome? Professional situation and career strategies of post-doc scholars in communication and media studies

There are hardly any data on the situation of post-doc scholars in the field of communication and media studies. This study describes the employment, job satisfaction, mentoring, and career concepts and strategies of post-docs in the field. A survey among post-docs in the German-speaking countries shows that they are satisfied with their job situation, especially the kind of work they have to do and the flexibility of their working hours. They also aspire to a career in academia. Competition and obstacles on the career path are, however, perceived as considerable. Some strategies such as publishing in international journals are seen as promising, but hard to attain. Only those post-docs who are supported by the professor they work for succeed in publishing much and getting to be known internationally. Other groups are less successful in reaching their goals or pursue the traditional career path of habilitation.

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Dr. Werner Wirth ist ordentlicher Professor für empirische Kommunikations- und Medienforschung am Institut für Publizistikwissenschaft und Medienforschung (IPMZ) der Universit?t Zürich. Ilona St?mpfli (lic. rer. soc.) ist wissenschaftliche Assistentin am IPMZ. Saskia B?cking (Dr. des.) ist ebenfalls wissenschaftliche Assistentin und Dr. J?rg Matthes wissenschaftlicher Assistent am IPMZ.