Customer attitudes of stayers and defectors in B2B services: Are they really different?

Identifying attitudinal differences between stayers and defectors is important in establishing a deeper understanding of customer satisfaction and loyalty research. Both managers and academics often use global customer attitudes, such as customer satisfaction and behavioral intentions, as determinants of customer loyalty. The implicit assumption is that customer satisfaction and/or behavioral intentions are valid, and accurate, predictors of actual loyalty behaviors. This study compares customer attitudes of stayers and defectors in B2B services using respondents (primary decision makers) from a Fortune 100 company. The results show that the commonly used customer metrics of service quality, satisfaction, and behavioral intentions have some differences between stayers and defectors. However, these metrics are shown to be relatively weak differentiators of actual customer defection. The stayers and defectors are much more similar, than different, on most metrics. The most notable difference is price perceptions, where defectors appear to be more price sensitive than stayers. These findings have significant implications for the design and use of customer-focused research by managers.     

Understanding the causes of defection among satisfied B2B service customers

Abstract

Many research studies conclude that satisfaction is strongly and positively related to repurchase intentions and loyalty behaviour. However, companies are often faced with the perplexing question of why some customers, who are satisfied, still switch suppliers given the right circumstances. To answer this question, an exploratory research study was conducted in the facilities-management industry with business-to-business service customers. The study was conducted in two stages: an exploratory stage that focused on the industry as a whole, and a confirmatory stage that focused on lost customers from one specific company. It was found that switching motives and actual reasons for switching are quite different. Customers, despite being satisfied, are more likely to switch suppliers for price reasons than they originally stated.     

Toward a contingency theory of CRM adoption

Acknowledging the paucity of research on customers who are the targets of customer relationship management (CRM) efforts, this paper presents a contingency theory framework and set of research propositions suggesting that successful CRM adoption is contingent on a variety of contextual factors that influence value exchange in B2B channel relationships. Grounded in theoretical perspectives on the customer selection process, channel governance, transaction costs, power distribution in marketing channels, and dynamic capabilities, the authors identify five broad categories of variables potentially important in studying CRM adoption and directly affecting CRM success/failure.     

Promoting Niche Tourism Destination Brands

In an exploratory approach, the study examines the relationship between hero and celebrity by reviewing key dimensions of the celebrity/hero debate: shallowness, flawed celebrity/hero, and narrowness of appeal. The cumulative findings of two studies suggest that attitudes toward celebrities in ads are most strongly influenced by attitude toward advertising in general and least by flawed celebrity/hero. The findings also indicate that the more shallow celebrities are perceived to be and the more narrow their appeal, the more negative the attitude. The research findings provide guidance for marketing practitioners as they develop endorsement strategies.     

Real Exchange Rate Targeting,Macroeconomic Performance and Sectoral Income Distribution in Developing Countries

This paper uses a two-sector general equilibrium model to analyse both steady-state and stochastic dynamic effects of two real exchange rate targeting policies: a constant-target, and a band-target rule. In the model, targeting is implemented by imposing a stochastic fully-rebatable tax on the consumption of non-traded goods. The first result is that when comparing only steady states, a real exchange rate appreciation favours labour and capital in the non-traded sector, while factors in the traded sector are favoured by depreciations. A second result is that both rules reduce the volatility of investment and the trade balance. The third key result is that in the stochastic economy sectoral income distribution outcomes depend on the design of the constant and band-target rules. In particular, a variety of outcomes may be generated depending on the magnitude of the constant target, or the amplitude of the band, relative to the volatility of productivity shocks.     

Service relationships and the customer disengagement – engagement conundrum

Abstract

Emergent research on customer engagement has focused on enhancing engagement within service relationships. Less attention has been given to how and why customers disengage from their relationships, and the potential interplay between engagement and disengagement has not yet been explored within the marketing literature. This study presents the findings from a qualitative exploration of the concept of customer disengagement, its initiating triggers, nature and the process by which it unfolds within functional/utilitarian (F/U) and participative/co-creative services (P/C). Rather than being mutually exclusive, it finds that engagement and disengagement are highly connected and that prior levels of engagement significantly influenced customers’ subsequent propensities to disengage. Specifically, customers’ propensity towards disengagement was higher within services considered F/U in nature and lower within services of a more P/C nature. In addition, the extent to which customers disengaged from their relationship was strongly determined by their prior levels of engagement with weak engagement for F/U services and strong engagement for P/C services. Relationships in the F/U category were subsequently transactional and volatile when compared to relationships within the P/C category that were comparatively emotionally bonded and enduring.     

What explains schooling differences across countries?

This paper provides a theory that explains the cross-country distribution of average years of schooling, as well as the so called human capital premium puzzle. In our theory, credit frictions as well as differences in access to public education, fertility and mortality turn out to be the key reasons why schooling differs across countries. Differences in growth rates and in wages are second order.