THE IMPACT OF INTERNAL MARKETING EFFORTS IN DISTRIBUTION SERVICE OPERATIONS

Marketing efforts can offer firms a greater competitive advantage by overtly stimulating the impact of frontline logistics employees on customer value creation. In such a situation, internal marketing becomes the strategy of choice in both service and product support contexts. A broad marketing mix framework is introduced shifting the traditional application from marketing products to marketing the workplace to logistics distribution employees. Research findings support a multidimensional operationalization of internal marketing. Holistic tests indicate that internal marketing on an interpersonal level is associated with satisfied and higher performing distribution center employees and increased interdepartmental customer orientation.     

A cross-cultural study of influence strategies and satisfaction in marketing channels

The relationship between communication in the form of influence strategies used by suppliers in marketing channels and dealer satisfaction is examined in the two diverse cultures of the US and India. The frequencies of use of six types of influence strategies by suppliers-information exchange, recommendation, request, promise, threat and legal plea-are measured. The same measurement scales for the six influence strategies and dealer satisfaction are applied in the electric lamp and lighting equipment channels in the two countries. In both cultures, a structural equation model relating the influence strategies with dealer satisfaction is found to be statistically significant. However, when the impact of individual influence strategies on dealer satisfaction is considered, differences are found between the two countries. In the US, recommendations affect dealer satisfaction positively whereas requests and threats affect it negatively. In India, recommendations and legal pleas impact on dealer satisfaction positively.     

Experience quality,perceived value,satisfaction and behavioral intentions for heritage tourists

This paper examines the visitor experience of heritage tourism and investigates the relationships between the quality of those experiences, perceived value, satisfaction, and behavioral intentions. A total of 447 respondents completed a survey conducted at four main heritage sites in Tainan, Taiwan. Using structural equation modeling (SEM) technique, the results reveal the direct effects of the quality of experience on perceived value and satisfaction. However, it is the indirect and not direct effects of the quality of experience that impact on behavioral intentions when mediated by perceived value and satisfaction. Overall, the relationship “experience quality → perceived value → satisfaction → behavioral intentions” appears to be evident.     

Beyond bureaucracy? Work organization in call centres

Call centres are a rapidly growing, IT-based channel for service and sales delivery, particularly in the financial services and telecom industries. Although little research has been undertaken on the human resource aspects of call centres, two contrasting images are emerging. The first emphasizes the bureaucratic, constraining nature of these work settings, while the second image points towards worker empowerment characteristic of knowledge-intensive settings. Which of these two images more faithfully portrays the nature of work organization in call centres is the subject of our paper. Drawing on qualitative research undertaken in six call centres and a survey of front-line workers, we show that elements of both models coexist and that a hybrid model predominates. The theoretical basis for this contention, and its institutionalization as mass customized bureaucracy, lies in management's on-going attempts to reconcile two conflicting principles: standardization of processes and customization of products. The paper also explores, as key consequences of mass customized bureaucracy, front-line workers' satisfaction with various facets of their job and their overall job satisfaction, in addition to discretionary work effort. Only in relation to job security and co-worker relations could front-line workers be considered satisfied. Overall, these employees were ambivalent in their responses. They were however more likely to give more discretionary work effort than indicated by their extent of satisfaction. We conclude that, although the existing pattern of work organization may be superior to more bureaucratic forms, it is by no means ideal from the standpoint of either front-line workers or management.     

Consumers' motives for buying goods and services on an off-the-books basis

This is a conceptual paper that sheds light on how trust works by distinguishing 'placed trust' from 'trust as response'. This distinction has implications for management practice and provides directions for future research. The paper reviews, critiques and re-interprets different understandings of trust across several strands of management literature. Trust, as a means of coping with uncertainty by reducing perceived risk, is contrasted with two other options, regulation and opportunism. Trust reduces risk by placing obligations on the trustee to be trustworthy and it is argued that trust is calculating by contrasting it with naiveté. Consideration is then given to its role in creating customer satisfaction, service quality and commitment. The distinction conceptualized between the initiatory act of trusting and the response of trusting enables retail and distribution management to optimize use of trust in the service encounter.     

An examination of food tourist’s behavior: Using the modified theory of reasoned action

A number of studies have been conducted to examine the behavior of tourists. However, there has been little research done on food tourism examining food tourist’s behavior. Food tourism is one of the fastest growing industries and areas of interest in the tourism industry today. The current study provides an integrated approach to understand the effect of food tourists’ behavior based on perceived value and satisfaction as it relates to their intention to revisit using the modified theory of reasoned action (TRA). The purpose of this study was to examine the effects of perceived value on intention to revisit (H1) and satisfaction (H2), and satisfaction on intention to revisit (H3). Empirical findings indicated that H1, H2, and H3 were supported significantly in this study (p < 0.01). H1 was supported (β = 0.67) showing the perceived value is the antecedent of satisfaction. H2 and 3 suggested that attendees’ intention to revisit is predicted by the perceived value (β = 0.13) and satisfaction (β = 0.67) respectively. The most significant contribution of this study is a theoretical understanding with empirical results using the new factors (i.e., perceived value, satisfaction, and intention to revisit) in the context of the modified TRA rather than using the original factors. The implications will be very useful for food festival organizers as well as destination marketing organizations.     

Predicting employee commitment and satisfaction: the relative effects of socialization and demographics

This study compared the relative influences of organizational socialization and demographic variables on job satisfaction and organizational commitment. Organizational variables were assessed by asking 193 Chinese employees in Hong Kong to evaluate socialization within their companies, namely: (1) training received; (2) understanding of the organization; (3) co-worker support; and (4) future prospects within their companies. Dependent variables were standard measures of (affective, continuance and normative) commitment and of satisfaction (with co-workers, pay, promotion, supervisors and the work). Results revealed higher correlations between the socialization measures and job satisfaction and commitment than between the demographic measures and the dependent variables. Although a few demographic measures had some predictive power, the regression analyses confirmed that the socialization variables were consistently stronger predictors of both satisfaction and commitment. Strategic implications for human resource management are discussed.     

The influence of multiple types of service convenience on behavioral intentions: The mediating role of consumer satisfaction in a Taiwanese leisure setting

Service organizations are looking for ways to better deliver consumer value and to increase consumers’ purchase intentions. Organizations can differentiate themselves by making their services easier to consume, that is, more convenient. Service convenience is complex and is comprised of five convenience types, namely, decision, access, transaction, benefit, and post-benefit. Research into service convenience has examined how these types of convenience affect consumers’ experiences and intentions, but limited research has studied it within a leisure setting. With data collected from a sample of 443 Taiwanese, this research uses mediated regression to examine the influence of the five types of convenience on consumers’ behavioral intentions, and the mediating role satisfaction plays in the relationship. The findings indicate that only benefit and post-benefit convenience are associated with improved behavioral intentions and that satisfaction partially mediates the relationship for those two types of convenience. The implications for theory and practice are discussed.     

Marital Satisfaction: An Examination of Its Relationship to Spouse Support and Congruence of Commitment Among Runners

Role-identity theory supports the position that marital satisfaction is influenced by shared identities to a salient recreation role and by role support provided by a spouse for a salient recreation role identity for her or his partner. In addition, some previous studies have suggested that these effects are more prominent among women, but other research indicates that the effect is stronger among men. This study examined the relationship among the congruence of spouse's commitment to running, perceived role support, and gender to marital satisfaction among a population of married adult runners. Participants were 85 married runners and 75 of their spouses sampled from a list of participants in an annual marathon in a western U.S. city. Questionnaires were administered to runners and their spouses that measured commitment to running, role support, marital satisfaction, and the type of recreation participation within the marriage. A significant main effect for role support was found in the regression analysis, indicating that as the runner's perceived role support decreased, marital satisfaction also decreased. No significant interaction effects involving gender or level of congruence in commitment to running were identified. In an exploratory analysis, it was found that participation in shared activities, or commitment to the same activities, was not essential to marital satisfaction if the spouses perceived that their partners supported their recreational choices.