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How can customer service be so bad in an era when companies collect endless data on customer interactions? The purpose of this paper is to contribute to the important challenge of elevating customer service delivery by providing guidelines for when and how to select optimal measures of customer service measurement using a new decision framework.

The paper uses a comprehensive, multi-dimensional review of extant literature related to customer service, journey mapping and performance measurement and applied a qualitative, taxonomic approach for model development.

A process model and customer journey mapping framework can facilitate the selection and application of appropriate and relevant customer service experience metrics to enhance customer service experience strategies, creation and delivery.

The taxonomy of customer service metrics is limited to current publicly and commercially available metrics. The dynamic nature of the customer service environment necessitates continuous updates of the model and framework.

Selection of customer service performance measures should match relevant stages of the customer journey; use perception-based, operational and outcome-based metrics that track employee and customer behaviours; improve omni-channel measurement; and integrate data-sharing and benchmark measurement initiatives through collaboration with customer service communities.

A reimagined perspective is offered to the complex challenge of measuring and improving customer service, providing a new decision-making framework for customer service experience measurement and guidance for future research.

Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of this paper is to test the effectiveness of a model of consumer‐based brand equity (CBBE) for a country destination.

A model of CBBE was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n=845) comprising a mix of previous visitors and non‐visitors. The model fits the data well.

The paper reports the results of an investigation into brand equity for Australia as a long‐haul destination in an emerging market. The research took place just before the launch of the nation's fourth new brand campaign in six years. The results indicate Australia is a well‐known but not compelling destination brand for tourists in Chile, which reflects the lower priority the South American market has been given by the national tourism office.

The paper suggested that CBBE measures could be analysed at various points in time to track any strengthening or weakening of market perceptions in relation to brand objectives. A standard CBBE instrument could provide long‐term effectiveness performance measures regardless of changes in destination marketing organisation staff, advertising agency, other stakeholders and budget.

The paper contributes to the nation‐branding literature by being one of the first to test the efficacy of a model of CBBE for a tourism destination brand.

This paper examines the theory and practice of promotional budgeting. Part 1 contains a brief review of the literature in this important area. Part 2 presents the theoretical underpinnings of the promotional budgeting decision and introduces a conceptual model for illustrating these. In the next section this model is used to identify desirable budgeting strategies for different sets of market circumstances. Part 4 describes several problems which practitioners confront in determining optimum promotional outlays. Finally, Part 5 identifies the most frequent methods that are used to set promotional budgets.

Discusses how corporate advertising has attracted increased attention during recent years, especially in service industries. Addresses the issue of corporate advertising in relation to financial services. Uses a case study to illustrate a successful integration of corporate advertising with product advertising.Concludes with managerial implications and recommendations, finding that corporate advertising should be an integral component of the marketing communications programme of a financial services institution.

The purpose of this paper is to examine the customer decision-making journey of high involvement female fashion consumers in the context of omnichannel fashion retailing.

The research is qualitative in nature, using a multi-method approach consisting of focus groups, semi-structured interviews, online diaries and follow-up interviews, with grounded theory applied to analyse the data.

The results of the study include a framework to outline the stages of the omnichannel customer decision-making journey for young high involvement female fashion consumers. The findings also reveal that an omnichannel decision-making journey is the one that predicated on risk and that consumers employ specific strategies to avoid such risks.

Due to the nature of this research, the sample size is limited and may not be generalised. Data collection was confined to Manchester, UK.

Customer journey mapping enables practitioners to view the entire shopping experience through the eyes of the customer and enables retailers' fault-find issues within the customer and brand experience.

The paper advances knowledge about fashion and consumer behaviour. The customer decision journey framework maps the emotional experiences, devices and channels encountered by high-involvement fashion consumers across each stage of the omnichannel journey.

The purpose of this study is to offer a “brand equity model” that will help football organizations to manage their appeal.

The proposed model utilizes structural equation modelling analysis to test the hypothesized marketing brand equity (MBE) model. The empirical part of the research stems from a large survey of 1,300 Israeli football fans.

As expected, knowledge about the team, the team’s image and its perceived personality significantly predicted positive attitudes toward the team. This in turn predicted commitment, which predicted recommendation, which predicted intentions. The linear regression to extract the seven parameters weights was highly significant (F = 163.5, p < 0.001) and explained 52 per cent (R² = 0.518) of the depended variable “price premium”.

The new MBE model suggested here provides a relative index of brand equity for football club organizations that enables them to competitively compare the marketing equity of their club to that of their rivals. The MBE model also shows that commitment is a central component in the football club’s brand equity model. The current MBE model is the only model that provides a weight for each of the components. Each respective weight represents the internal contribution of each component to the final brand equity index. These weights indicate where an effort should be made to improve the equity of the brand.

Football teams may also need to focus on the constructs underlying the commitment (Shuv-Ami, 2012) of fans to their football club organization, that is, the team performance and satisfaction stemming from the fans’ experience with their team and the feelings of loyalty and involvement that represent the degree of fan engagement with the team. Although football teams do what they can to improve performance, much can be done in marketing to improve the other constructs and, thus, fan commitment. Improving the experience of fans, both on and off the field, regardless of whether the team is winning or losing, builds fan engagement.

The current research suggests two new brand equity models for football club organizations. One is a comprehensive theoretical model that combines and expands current conceptual brand equity models (Keller, 1993, 2008; Aaker, 1991, 1996; Keller and Lehmann, 2006); the other is an empirical model that makes it practical to measure the marketing strength or the brand equity of football clubs. The new empirical MBE suggested here provides a relative index of brand equity for football club organization that enable them to compare competitively the marketing equity of their club to that of their rivals. The MBE model also shows, for the first time, that commitment is a central component in the football club brand equity model. The current MBE is the only model that provides a weight for each of its component.

The purpose of the study is to illustrate the advantages for firms who build local supplier and customer relationships whenever possible.

A case study of a US petrochemical firm is used along with a discussion of Porter's economic cluster theory.

The firm outsourced two raw materials first to a firm about 200 miles away and then to a firm that built a plant across the street. By sourcing to a co‐located firm the company reduced its costs by $280,000 per year while simultaneously increasing quality by 6.5 per cent, reducing lead‐time by seven to ten days, and reducing raw material inventory from 800 tons to 30 tons.

As with all case studies, care must be taken when generalizing the findings of this study. This article provides empirical evidence that supports Porter's economic cluster theory.

Managers are reminded that even in the age of the global business environment, there is still practical value in constructing local supply chains. Government officials who are in charge of economic development are shown the value of targeting clusters of economic activity.

This article provides empirical evidence that supports Porter's economic cluster theory and has practical implications for managers and government officials.

This paper aims to explore the internal processes that can enable firms to identify and effectively respond to brand crises, with various groups coordinating and cooperating with each other, and also propose a guiding framework relevant for both managers and researchers.

A grounded theory methodology was adopted. Data collection included open-ended interviews with 13 executives representing the integrated marketing communications (IMC) function, the integrated corporate communications function and external agencies supporting firms while navigating crises.

Results revealed a three-stage process of internal coordination efforts during crises: sensing or scanning the environment and gathering insights regarding crises, informing or disseminating these insights throughout the organization to create transparency and responding or reacting to the event via a coordinated effort.

The framework does not directly incorporate input from consumers or customer contact employees, both of which may be relevant.

Findings offer direction for managers to establish processes that prepare for and potentially reduce crises’ negative consequences. In addition, this study reveals the importance of decision-makers being vigilant regarding social media’s influence on such a process.

The conceptual framework moves beyond previous brand crisis research, provides insight into the processes firms use to successfully manage crises and reveals the relevant factors related to internal coordination.

Factors which influence consumer spending, among the most sought after in any field of market research, things people buy and why, is valuable data on which much industrial planning, advertising techniques and marketing is based, but in no other field of trade is consumer preference so closely related to pure economics, i.e., value received in money terms, as in food. With most other commodities, from clothes to cars, hair‐do's to houses, factors affecting consumer choice have different results; appearance, aesthetic quality and neighbourly competition, all play a part, though appearance in a few foods is not entirely without significance, e.g., white bread. Present high levels of consumer spending are said by politicians to be a danger to the country's economy; a more prosaic thought would be that Government spending, or squandering, constituted the greater threat. In the main, factors which influence household food expenditure are essentially down to earth—palatability, digestibility, keeping quality and how far a food will go in the preparation of meals, its value in money terms. The king‐pin in all market research on food must be the woman of the house; it is her laying out of the household purse that determines the amount of food expenditure and the varieties purchased week by week. A housewife's choice, however, is a complex of her family's likes and dislikes, rarely her own, and also determined by the amount allocated from her purse for this part of the household budget and the number of mouths she has to feed. Any tendency to experiment, to extend the variety of food, is only possible with a well‐filled purse; with a large family, a common complaint is of monotony in the diet. A factor of immense importance nowadays is whether the housewife is employed or not, and whether whole‐time or part‐time, and which part of the day she can be in her own home. To this may be attributed, as much as anything, the rise in consumption of convenience foods. Fortunately for the purposes of reasonable accuracy in the results of enquiries, housewives form a class, reliable and steady, unlikely to be contaminated by the palsied opinions of the so‐called lunatic fringe in this unquiet age. Any differences in food choice are likely to be regional, and settled dietary habits, passed on from one generation to another. Statistics from the National Food Surveys show the extent of these, and also consumer preferences as far as food commodity groups are concerned. The Surveys have been running long enough to show something of consumer trends but, of course, they do not exhibit reasons—why consumers buy and use certain foods, their attitudes to food marketing practices, and, in particular, to advertising. Advertising claims, misleading undoubtedly but within the law, have long been a source of controversy between those who worship at the shrine of truth and others less particular. Elsewhere, we review a special study of consumer reactions to aspects of the grocery trade in the U.S.A., and note that 32 per cent do not accept advertisements as being true, but 85 per cent find them interesting and informative. Advertising practices are probably subject to less statutory control in the United States than here, and the descriptions and verbiage certainly reach greater heights of absurdity, but the British housewife is likely to be no more discerning, able “to read between the lines”, than her counterpart in that country. A major difference, however, is that in Britain, more houswives prepare and cook meals for their families than in the United States. The greatest importance of advertising is in the introductory phase of a commodity; new and more vigorous advertising is necessary later to delay the onset of the decline phase of the commodity's life cycle; to ensure that sales can be maintained to prevent rises in supply costs. Advertising helps considerably in the acceptance of a branded food, but housewives tend to ignore cut‐throat competition between rival brands, and what weans a consumer from a brand is not competition in advertising, nor even new and more attractive presentation, but reduction in real price. The main pre‐occupation of the woman of the house is food adequacy, and especially that her children will have what she considers conforms to a nutritious diet, without argument or rebellion on the part of her progeny and without distinction. She knows that bulk foods, carbohydrates, are not necessarily nutritious, although her ideas of which foods contain vitamins or minerals or other important nutrient factors tends to be hazy. She does not pretend to enjoy shopping for food and therefore tends to follow a routine; it saves time and worry. Especially is this so with young married women, who may have to take small children along. Each housewife has her own mental standard of assessing “value”, and would have difficulty in defining it. Nutritional value forms part of it, however, in most women, who connote their food provision with health. The greatest concern is not necessarily positive health, but prevention or reduction of obesity, which is seen among adult members of the family, especially growing girls, as an adverse effect on their appearance, and the types of clothes they can wear. A few of the more intelligent families have an indefinable fear of ischaemic heart disease and its relation to food. When they take positive steps to control the diet for these purposes, they are quite frequently in the wrong direction and rather confused even when this is done on medical advice.