Developing a distinctive consumer marketing organization

Marketing excellence is a key success factor in virtually any industry or company focused on consumer products or services. Defining what marketing excellence really means and how to mobilize the organization to achieve that goal, however, can be extremely challenging. This article examines the changing nature of the relationship between consumer and marketer and identifies the characteristics of excellent consumer marketing companies. While there is clearly no single right answer in designing marketing organizations, a number of companies in a variety of consumer industries have begun experimenting with promising results. While the solutions are different in each case, a number of common themes—including a clear linkage between strategy and marketing skills, seamless integration across the business system, and a clear marketing culture—are beginning to emerge.     

Food,exercise and lifestyle: an initial teacher training perspective

All too often, we are told via the media that our children are overweight, under‐exercised and eating poor diets. This is disconcerting at the best of times but even more so when we, as a country, are reviewing our farming and food production practices. So what is our perception of food and how does this relate to the lives we lead? These questions were put to initial teacher‐trainees (ITT) at the University of Gloucestershire. They will be the teachers of tomorrow, playing a significant role in the development and lifestyles of our children. The answers received were varied; both encouraging and giving cause for concern. This paper describes an action research project based around the analysis of those answers in the light of current research into food and health. Throughout the paper, published research findings relating to school children's perception of food and nutrition are compared with the trainee teachers’ views. The comparison draws striking similarities. The implications of this point to the way we teach food and nutrition in schools and on our ITT programme at the University of Gloucestershire. Whilst praising the good practice that already exists, this paper recognises that there is a need to adequately equip trainee teachers, especially at primary level, to educate children towards a more holistic understanding of the food we eat and how it relates to the lifestyles we lead.     

The Gap between Male and Female Pay: What Does the Case of Hotel and Catering Tell Us?

This article discusses the gap between men's and women's pay with particular reference to the hotel and catering industry.

The general causes of pay inequality are reviewed and their relevance to hotel and catering assessed. The general conclusion is that the dismantling of the Wages Councils, the fragmentation of pay structures and the contracting out of Catering services are all likely to cause a deterioration in Women's pay relative to men's. Furthermore, the gap between the average pay of men and women is likely lo compare even less , favourably in the ,future. The effect of this deterioration may be masked if increasing numbers of men are forced to compete with women for low paid jobs in service industries.     

Assessing the Dimensionality of Business Success: The Perspectives of Malaysian SME Owner-Managers

Realizing that the measurement of success in the context of small and medium-sized enterprise (SME) is somewhat disparaging, this study aims to validate the business success construct based on the perspectives of SME founder-managers in the Malaysian context. Following a data collection of a sample of 212 SME founder-managers, a confirmatory factor analysis was performed to examine the factorial validity of the success measure and to assess its goodness of fit. The result indicates that business success is a four-factor structure, reflecting in (a) satisfaction with financial performance, (b) satisfaction with non-financial performance, (c) performance relative to competitors, and (d) business growth.     

Towards a richer understanding of consumers in social marketing contexts: Revisiting the stage of change model

Abstract

In this paper, we present data from an 18-month-long longitudinal study of a sample of 40 people who received a test for cancer and who were subsequently advised by health professionals on the dietary changes that would lead to improved health. This study investigates the ways that behaviour change is instigated (or not) and how people cope with these changes. We use the Stages of Change model to categorise people by their dominant behavioural response to the test (maintainers, recyclers, no change). From these categorisations, we develop an in-depth understanding of the experience of their behavioural response. By looking at the three possible behavioural responses in this way, we provide insights into the different cognitive, emotional, and behavioural response to the disease trigger. We evaluate the implications for social marketing theory and public policy makers.     

Human resource management and performance in the Barbados hotel industry

This article measures the effect of human resource management (HRM) on performance in the hotel industry in Barbados. It used a quantitative survey covering 46 hotels out of a population of 75 hotels. The respondents were hotel's management, being either a general manager, human resource (HR) manager or line manager. Similar to Hoque's study of UK hotels, the impact of internal and external fit and the universal relevance of HRM were tested. The findings showed no major support for external fit, universal relevance and internal fit in the Barbados hotel industry. All the hotels perceived themselves as performing well, given the focus on quality and targeting high spending tourists. A quest for high service pushes the industry more towards best-practice ‘HRM’ rather than best fit.     

ARCHSECRET: a multi‐item scale to measure service quality within the voluntary sector

This paper provides an overview of the application of SERVQUAL reflecting the theoretical criticisms concerning disconfirmation model, process orientation, role of expectations and portability. The original SERVQUAL framework was found to be inappropriate for services that had no close analogue with the private sector. A qualitative research study was undertaken to establish the sector‐specific criteria used by customers to evaluate service quality. The study identified 40 potentially unique features of the service as perceived by service recipients. These features were developed into a pilot survey instrument that comprised 40 questions, covering expectations, perceptions and importance. A pilot study was undertaken to test the instrument among disabled customers and their carers across the main centres of a national voluntary organisation. Analyses of the pilot survey data resulted in a set of 27 distinct statements across ten hypothesised service quality dimensions. These are Access, Responsiveness, Communication, Humaneness, Security, Enabling/Empowerment, Competence, Reliability, Equity, and Tangibles, giving rise to the acronym ARCHSECRET. The ARCHSECRET instrument is potentially a powerful diagnostic tool for managers in their pursuit of continuous quality improvement within voluntary sector organisations. Copyright © 2001 Henry Stewart Publications