Customer value in Quick-Service Restaurants: A cross-cultural study

In spite of the relativistic nature of Customer Value concept, research on differences in Value perceptions across cultures is still scarce. Gaining insight about this issue would be especially relevant for highly competitive and globalized industries such as Fast-Food or Quick-Service Restaurants (QSR). The purpose of the present paper is to identify Value dimensions in this industry and to analyze the links between dimensions of Value, Satisfaction and Loyalty, testing the consistency of the results obtained across three different countries. To achieve this aim, after one in-depth interview with a QSR manager and two intercultural focus groups with QSR customers, a questionnaire is built and answered by a sample of 366 individuals from Guatemala, Spain and Germany. Results from a structural model, estimated with PLS, depict relations between Value dimensions, Satisfaction and Loyalty, showing significant differences across the three cultural groups. Conclusions are derived, in terms of theoretical and managerial implications, and limitations and future lines or research are presented on both Value creation in QSR and on the specificity of the Value-Satisfaction-Loyalty chain.     

The distinct influence of power distance perception and power distance values on customer satisfaction in response to loyalty programs

In today's fiercely competitive environment, firms are increasingly relying on loyalty programs to influence customers' repeat purchase behavior. However, little is known about how customers' cultural values shape their satisfaction in response to loyalty programs. Such knowledge is important because it allows marketers to identify cultural segments that may be more or less likely to respond favorably to loyalty programs, and hence increase the effectiveness of such programs. In the current research, we propose that power distance perception — defined as the extent to which people observe power disparities in society — positively influences satisfaction of customers who hold loyalty status, but negatively influences satisfaction of customers who do not hold loyalty status with a firm. In contrast, power distance values — defined as the extent to which people endorse power disparities in society — negatively influences satisfaction of customers who hold loyalty status, but positively influences satisfaction of customers who do not hold loyalty status with a firm. A quasi-field study and several lab experiments support these propositions, shed light on the underlying mechanisms, and rule out alternative explanations. Our findings also uncover several distinct tools that marketers could use to influence non-loyalty status and loyalty status customers' satisfaction with businesses.     

How hospitality brands grow: What hospitality marketers should know about Andrew Ehrenberg’s work (invited paper for ‘luminaries’ special issue of International Journal of Hospitality Management)

Andrew Ehrenberg’s work challenges the emphasis that hospitality marketing practitioners, educators and academic researchers place on segmentation, targeting (especially of heavy users), positioning, and meaningful brand differentiation. However, few marketing practitioners and scholars in hospitality appear familiar with this work. This invited paper attempts to increase awareness and appreciation of Ehrenberg’s work as well as its relevance to and implications for hospitality marketing. Topics covered include the NBD Law, Law of Double Jeopardy, Duplication of Purchase Law, and Law of Natural Monopoly as well as the evidence of weak brand segmentation, low perceived brand uniqueness, and the generalizability of the brand belief-usage relationship.     

“How does customer perception of salespeople influence the relationship? A study in an emerging economy”

Sales and sales force management is a complex activity that largely determines a company's commercial success. Customer perception of the salespeople in terms of expertise, trust, interaction, and risk can drive the establishment of long-lasting ties, making customer portfolio management profitable in the long-term. Yet to date, while much work has been done on company-customer relational issues, very few studies have taken customer perception of salespeople as their reference. Moreover, most existing studies have taken western countries and developed economies as their reference of analysis.The present study, in contrast, provides an analysis of an emerging economy context, Peru. Using a sample of more than 400 consumers and structural equations analysis, this article presents a model based on the Social Exchange Theory. The final part of the study presents the theoretical discussion together with key implications and recommendations for management.     

A systematic approach to conducting review studies: An assessment of content analysis in 25 years of IB research

Content analysis has become a popular method for qualitative and quantitative analyses in management and international business (IB) research. It is increasingly used in literature reviews to assess extant knowledge and understand intellectual structures. However, it is often poorly understood and incorrectly applied. In this article, we identify benchmark criteria and develop coding schemes that IB scholars can use in review studies. We also demonstrate the application of content analysis through a review of content analysis–based articles, published in the top eight IB journals from 1991 to 2015.     

Enhancing relationships in e-tail: Role of relationship quality and duration

This research deals with antecedents and outcomes of relationship quality in e-tail. SMART-PLS analysis of survey data from India (n = 644) showed that perceived value, e-service quality, interaction, discounts and transaction related factors were found to have a positive effect on relationship quality (RQ). RQ mediates the relationship between these antecedents and self-brand connect and loyalty. Support for serial mediation was found with RQ and self-brand connect preceding loyalty formation. Relationship duration positively moderated the effect of RQ on self-brand connect. RQ was conceptualized as a formative second order factor. E-tailers may invest in antecedents of RQ and they may devise strategies to increase the duration of relationships.     

Manipulation of voting schemes with restricted beliefs

In this paper we define manipulation with restricted beliefs as the possibility for some voter to have an insincere preference ordering that dominates the sincere one within the given individual beliefs over other agents’ preferences. We then show that all non-dictatorial voting schemes are manipulable in this sense, up to a given threshold.     

The introduction of Entry Level Stewardship in England: Extension or dilution in agri-environment policy?

Agri-environment schemes were introduced in the mid-1980s. Their primary objectives have developed from initially aiming to hold back intensification towards stimulating environmental enhancement. The introduction of Entry Level Stewardship (ELS) in England represents a third stage in seeking to extend the coverage of schemes across the majority of agricultural land. This aims to influence land use along the whole of the intensive margin. The ELS offers a wide range of options for which farmers are awarded points. Selection of options equivalent to 30 points per ha in lowland areas entitles farmers to a payment of £30 per ha. By September 2007, 4.4 million ha had been entered into the scheme, equivalent to 47% of the agricultural area. From amongst the options on offer, 34% of points were for boundary options, 20% for intensive grass options, 16% for management plans and 13% for options taking arable land out of production. The choice of options varies across the country with a higher proportion of the agricultural area entered in the East. Entry into the scheme is associated with total agricultural area, cereals farming, larger farms, a lower proportion of area in Environmentally Sensitive Area and Countryside Stewardship schemes and grazing livestock numbers. While the ELS has introduced a large number of new entrants into agri-environment schemes, the extent of the environmental impact is uncertain. Given the large number of options available, it is likely that farmers will have chosen options that involve relatively little change and incur limited cost. At the same time, it would be surprising if the environmental gains were of the types most valued within local areas. The ELS approach implies that public goods provided from agricultural land should be paid for irrespective of what would have happened in the absence of the scheme. While this may be a fairer approach, it may also undermine the idea of land stewardship and imply that payments will continue to be required in the long term in order to sustain provision. The ELS does establish a framework within which incentives could be targeted to deliver specific benefits within particular contexts and suggestions are made as to how policy might be developed for this.     

Environmental grants and regulations in strategic farm business decision-making: A case study of attitudinal behaviour in Scotland

This paper addresses the question of farmer responses to agri-environmental programming in light of the Single Farm Payment, focusing on the role of environmental regulations and grant schemes in strategic farm decision-making. Utilising Ajzen's theory of planned behaviour in a qualitative case study of farmers in Upper Deeside, Scotland, it was found that farmer respondents actively consider environmental regulations and grant opportunities as part of their decision rationale in making investments in farm development, such as agro-industrial building construction or securing additional land. Fulfilling agri-environmental regulations is constructed by respondents as being part of ensuring farm viability, while eligibility for agri-environmental schemes is impacting on how tenanted land is valued. The author identifies three mechanisms facilitating farmer up-take of environmental schemes, and makes a case for consideration of farmers as experts in producing environmental outcomes while maintaining economic sustainability of farming operations.     

Antecedents and consequences of logistics value: And empirical investigation in the Spanish market

In business practice and the academic study of logistics, the incorporation of concepts such as quality followed by value has been truly revolutionary. In addition, the use of information and communication technologies (ICT) has substantially modified the way inter-company relationships are managed. This has meant that logistics is no longer considered a routine, merely operational activity but a strategic variable which is a deciding factor in achieving customer satisfaction. There are, however, still a large number of companies which continue to ignore the differentiating potential of logistics and consider it to be a routine activity. Our contribution comes within the framework of this new perspective which is analysed on the basis of an emerging concept: logistics value. The objective of this study is to contribute to the knowledge on what logistics value consists of and how it is formed, in business to business (B2B) relationships in particular. On the basis of a theoretical framework obtained from the literature review of perceived value from a trade-off perspective, we carry out an empirical analysis to determine the antecedents and consequences of logistics value. Our results, through SEM analysis show that ICT, the benefits derived from supplier-customer relationship, logistics service quality and the sacrifices associated to logistics service delivery in terms of costs, contribute to creating logistics value which is the antecedent to the classic satisfaction-loyalty chain.