Changing Perceptions and Changing Behavior in Customer Relationships

We formulate a theoretical model in which we postulate that if customers' behavior is perceived as not optimal, customers will adjust this behavior based on their current satisfaction and payment equity. Furthermore, customers will also include new experiences. In our empirical study we particularly investigate customer referrals and the amount of services purchased. Our results show positive effects of current satisfaction and payment equity on referrals, while also changes in satisfaction and payment equity affect customer referrals. With respect to the amount of services purchased, our estimation results reveal a positive significant effect of only changes in satisfaction.     

论企业内部人力资源管理的有效性

企业中的“人”将决定企业能否最终取得市场或战略上的成功。在诸多的论著中经常会看到“员工是上帝”这种说法,那么企业的员工又处于什么样的位置呢?从一个较新的视角——“顾问咨询与市场交流”这个角度来探讨企业内部人力资源管理中“员工”问题,并尝试着如何从战略的高度解决或者说提升企业内部人力资源管理方面的有效性问题。     

Ethical Codes of Conduct and Organizational Context: A Study of the Relationship Between Codes of Conduct, Employee Behavior and Organizational Values

Codes of ethics are being increasingly adopted in organizations worldwide, yet their effects on employee perceptions and behavior have not been thoroughly addressed. This study used a sample of 613 management accountants drawn from the United States to study the relationship between corporate and professional codes of ethics and employee attitudes and behaviors. The presence of corporate codes of ethics was associated with less perceived wrongdoing in organizations, but not with an increased propensity to report observed unethical behavior. Further, organizations that adopted formal codes of ethics exhibited value orientations that went beyond financial performance to include responsibility to the commonweal. In contrast to corporate codes of ethics, professional codes of ethical conduct had no influence on perceived wrongdoing in organization nor these codes affect the propensity to report observed unethical activities.     

顾客承诺的内涵、维度及影响因素研究

顾客承诺是西方有关如何留住顾客的营销理论中继顾客满意、顾客忠诚之后又一重要概念。根据国内外学者对顾客承诺理论的研究,从行为层面和心理层面系统论述了顾客承诺的内涵。依据顾客承诺的产生将顾客承诺划分为盘算性承诺、情感性承诺、规范性承诺三个维度。综合国内外研究以及根据市场营销环境,分别总结归纳出顾客承诺三维度的主要影响因素:经济价值,转换成本;顾客满意,顾客信任;主观规范,优惠待遇。     

Exploring the customer's intention to switch firms: The role of customer‐related antecedents

This study examined the customer‐related antecedents of the customer's intention to switch firms. Customer citizenship behavior was a key element in this study. Scholars have extensively studied the antecedents of customer citizenship behavior. However, the way that customer citizenship behavior relates to other attitudinal variables and the intention to switch has scarcely been analyzed. The proposed hypotheses were verified using partial least squares variance‐based structural equation modeling applied to 947 users of beauty care service firms in five countries. The results suggest that customer citizenship behavior is an antecedent of satisfaction, trust, and attitudinal loyalty. Two of these variables influence customers’ intentions to abandon relationships with the service provider. The implications of these findings enhance managers’ and scholars’ understanding of the determinants of customers’ intentions to switch firms.     

组织认同对建言的影响：基于组织的自尊和工作价值观的作用

员工建言在提高组织运行中扮演重要的角色,由于员工常常担心建言会威胁到组织的现状并使领导感到难堪而不愿发表自己的意见,如何促进员工建言是学者们普遍关注的主题。文章采用12家企业的145名员工和37名直接主管的配对问卷数据,运用多元线性回归方法检验了组织认同对基于组织的自尊的影响,基于组织的自尊在组织认同与建言之间的中介作用,以及工作价值观对基于组织的自尊与建言的调节作用。研究显示：组织认同显著正向影响基于组织的自尊;基于组织的自尊部分中介组织认同对建言的作用;工作价值观各维度中只有内在偏好工作价值观在基于组织的自尊与建言的关系中起正向调节作用。文章对充实组织认同和建言文献有重要的意义,可以为企业激励员工建言提供理论指导。     

Customer Participation Behavior in High- Versus Low-Contact Services: The Multiple Roles of Customer Trust

ABSTRACT

In light of the changing roles of customers from service co-producer to value co-creator, the customer participation literature has conceptualized two types of participation behavior: co-production and value co-creation. However, there is a dearth of knowledge concerning both the antecedents of customer co-creation behavior and the outcomes of such behavior in relation to customer-perceived value and loyalty. Anchored in the trust-commitment theory, the present research (a) examines the effect of how a customer's trust in the service personnel could affect his/her cooperative behavior over the service design and delivery processes; and (b) investigates how the potential impact of a customer's trust in service personnel on his/her co-design and co-delivery behavior could be made contingent upon the customer's trust in the service brand and the types of high- versus low-customer-contact service contexts. Filling the aforementioned research gaps, the present research contributes to advance our knowledge of the roles played by trust at different levels of analysis in facilitating customer participation behavior and improving our appreciation of the customer contact service contexts when designing the service organization for maximizing service value and sustaining brand loyalty over time.     

Using CRM to Model Firm Performance in a Business-to-Business Market

Customer relationship management (CRM) is the widely accepted approach for gathering, examining, understanding and translating information related to customers into managerial action. CRM is investigated in the context of new product performance (NPP). CRM enhances NPP as well as firm performance. This study investigates the impact of CRM on NPP through the moderation of top management support and an innovative culture, as well as the impact of CRM on firm performance through the mediation of NPP. A questionnaire survey is used for data collection from marketing managers of 159 firms in Pakistan in the B-to-B market. Hypotheses were tested using SEM in SMART PLS. This research shows that CRM directly affects firm performance, while NPP partially mediates the relationship of CRM and firm performance. These findings have significant implications for the practitioner. This study delivers insights to managers and academicians about the role of CRM in enhancing NPP and improving firm performance. In general, the study provides new insights into CRM by integrating top management support and an innovative culture. The research extends our understanding that top management support and innovative culture do not moderate the relationship of CRM with new product performance in a B-to-B context.     

Lobbying as a potent political marketing tool for firm performance: A closer look

This study endeavors to enhance political marketing literature about the impact of lobbying on firm performance. Our sample is composed of 140 U.S. firms and spans the years 2007–2014 to encompass the 2007–2009 recession and the subsequent recovery period. Our findings indicate that lobbying expenses positively contribute to firm performance. Also, government contracts in both ways, dollar amount and number of government contracts, act as mediators between lobbying expenses and firm performance. In addition, organizational slack moderates the relationship between lobbying expenses and government contracts. The managerial implications suggest that lobbying expenses can be leveraged as a potent tool for firm performance. Firms with larger lobbying efforts acquired both, higher dollar amounts and a greater number of government contracts.     

Consumers as legitimating agents: How consumer‐citizens challenge marketer legitimacy on social media

Previous research has shown that consumers increasingly challenge the legitimacy of marketers and unsolicited marketing communication in online contexts. Based on a qualitative study, this article examines how and for what reasons consumers challenge marketer legitimacy—the perceived appropriateness of marketers and their activities—in the empirical context of Reddit, a popular social news and community website. The study suggests that consumers challenge or accept marketer legitimacy in online communities based on particular, community and situation specific, legitimacy criteria that reflect and reproduce the values and norms of the community. In doing so, it is argued, consumers play a role as legitimating agents—consumer‐citizens that have the power to confer or deny legitimacy in the context of business‐society relations. Overall, the study advances knowledge in the field of consumer studies in two ways. First, it builds a symbolic interactionist perspective on consumer‐citizens as legitimating agents who enact their active citizenship role in the marketplace by assessing and constructing marketer legitimacy in online communities. Second, it offers an empirically grounded account of how and for what reasons consumer‐citizens challenge or accept the legitimacy of marketers and unsolicited marketing communication in online communities.