W. Glynn Mangold and David J. Faulds
Focuses on quality service issues as they relate to channel retailsystems, providing insights into the type of channel systems rewardsthat are given to distributors that produce…
Abstract
Focuses on quality service issues as they relate to channel retail systems, providing insights into the type of channel systems rewards that are given to distributors that produce superior service quality, and providing insights into the determinants of service quality in retail channel systems. Examines the relationship between retailers and consumers in the consumer beverage industry. Provides implications for managers and researchers.
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David J. Faulds and Stephan F. Gohmann
The primary objective of this research was to develop a segmentation model for the United States Army Recruiting Command Headquarters (USAREC), located at Fort Knox, Kentucky. The…
Abstract
The primary objective of this research was to develop a segmentation model for the United States Army Recruiting Command Headquarters (USAREC), located at Fort Knox, Kentucky. The segmentation model was based on the MicroVision geodemographic system, developed by National Decisions Systems. Cluster analysis was used to develop the segmentation model. The research resulted in identifying 18 unique segments, or clusters, that were based on demographic and socioeconomic variables. The second objective of the research was to predict contract production within each market segment. The results of this portion of the analysis have allowed USAREC to more effectively establish and evaluate contract production goals across the command structure. The methodology employed in the research has wide applications to both the military and other service organizations that use geodemographic systems in their marketing programs.
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David J. Faulds, Stephan F. Gohmann and W. Glynn Mangold
The purpose of this paper is to review issues pertaining to estimating market potential for consumer services which may cause underestimates of market potential and result in…
Abstract
Purpose
The purpose of this paper is to review issues pertaining to estimating market potential for consumer services which may cause underestimates of market potential and result in inappropriate marketing strategies. Particular attention is paid to the issue of double counting disqualified individuals.
Design/methodology/approach
The process of estimating market potential for consumer services is described. Attention is paid to the role of factors that disqualify groups of individuals from inclusion in the relevant market and the problem of double counting disqualified individuals. Secondary data for enlistees in the United States Army are used to illustrate the process.
Findings
The United States Army's estimate of its market potential was approximately twice as large as previous estimates when the double‐counting of disqualified individuals was eliminated.
Research implications/limitations
This is the first study appearing in the academic literature that directly addresses the issue of double‐counting disqualified individuals when estimating market potential. It is intended to raise awareness of the issue and lead to a more thorough coverage of the topic in marketing textbooks and other practitioner‐related materials.
Practical implications
The process of estimating market potential applies to a broad range of service industries in which the double counting of disqualified individuals is an important issue. More accurate estimates of market potential can lead to more effective marketing strategies and improved allocation of marketing resources.
Originality/value
A review of the literature indicates that, surprisingly, no previous studies have addressed these important issues. This article helps to fill that void.
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Stephan F. Gohmann, Robert M. Barker, David J. Faulds and Jian Guan
This paper examines how perceptions about salesforce automation (SFA) systems are influenced by the perceived accuracy of the information the system provides.
Abstract
Purpose
This paper examines how perceptions about salesforce automation (SFA) systems are influenced by the perceived accuracy of the information the system provides.
Design/methodology/approach
Three hypotheses are tested. They are as follows. Sales people who perceive that the information is inaccurate will be less likely to: have a positive perception of the system; think that their training was helpful; and think that the system improves their productivity. Chi‐square tests are used to test the association between the perceptions of information accuracy and the statements in the hypotheses.
Findings
Negative perceptions about the accuracy of information leads to negative perceptions about other aspects of the SFA system.
Research limitations/implications
This study examines the results for only one particular organization. The results may not be generalizable to other organizations. As similar data about other SFA systems become available, this study can be used as a basis for examining the effect of information accuracy on perceptions of SFA systems.
Originality/value
Since the company has some control over the accuracy of the information provided by the system, they should attempt to provide information that the salesforce finds useful. To enure that the proper information is provided, management must seek the user's input about what information should be provided. Additionally, the data should be cleansed and provide an indicator of the probability that a particular lead will result in a sale.
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Farzana Parveen Tajudeen, Sedigheh Moghavvemi, Thinaranjeney Thirumoorthi, Seuk Wai Phoong and Elya Nabila Binti Abdul Bahri
Small and medium enterprises (SMEs) contribute to the Malaysian economic indicators, such as the gross domestic Product (GDP) by producing goods and services, generating exports…
Abstract
Small and medium enterprises (SMEs) contribute to the Malaysian economic indicators, such as the gross domestic Product (GDP) by producing goods and services, generating exports to expand the market, and creating job opportunities for employment. Following the Industrial Revolution 4.0 (IR 4.0), various technologies, such as artificial intelligence (AI), robotics, cloud computing, big data, and the internet of things (IoT) have been used in SMEs’ operations and productions. This leads to the process of digital transformation which in turn enables SMEs and all economic sectors apply more sophisticated technologies that can lead to innovations and new business models. Digitalization through the IR 4.0 technologies could increase people’s interactions, facilitate economic transactions, and change consumer consumption habits while stimulating new consumer demands. Businesses conducted through digitalization can be beneficial to both the supply side and the demand side of the economy, thereby accelerating the economic growth of the country. From the supply end, digitalization enhances workers’ productivity and production growth. It enables mass production of goods and services, reduces operations and production costs, and increases investment returns. From the demand side, digitalization provides the market platform with bigger interactions from business to customers (B2C), in terms of cataloguing, pricing, ordering, transfer payment, delivery tracking, and after sales service gained from features, such as customer reviews and refund matters. Digitalization can also create new task-delivery approaches, and job market landscapes for both the formal and informal sectors of business. In short, digital transformation can create a dynamic relationship between supply, demand, and the enablers. This would ultimately contribute to the economic growth of Malaysia.
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Anita Whiting, David L. Williams and Joe Hair
The purpose of this study is to investigate motives for engaging in electronic word of mouth (eWOM) about organizations on social media sites. This study explores motives for…
Abstract
Purpose
The purpose of this study is to investigate motives for engaging in electronic word of mouth (eWOM) about organizations on social media sites. This study explores motives for posting positive eWOM and motives for posting negative eWOM. It also investigates whether existing WOM frameworks adequately capture consumers’ motives for spreading eWOM within the context of social media. This study seeks to confirm established motives in literature while also identifying new motives specific to social media.
Design/methodology/approach
A qualitative study was conducted using the critical incident technique. In all, 64 positive incidents and 60 negative incidents were analyzed.
Findings
This study provides a typology for understanding consumers’ motivations for engaging in positive and negative WOM within the context of social media. Four new motives for sharing eWOM are identified; eight established WOM motives are re-confirmed; and new subcategories for eWOM motives are proposed. The study also finds that further refinement of WOM motives and scales within a social media context is needed.
Research limitations/implications
An integrated conceptual framework of both positive and negative motives is developed to illustrate a more comprehensive model of motives of eWOM within social media. Managerial implications for managing negative eWOM and amplifying positive eWOM are discussed. A limitation is that the study is exploratory in nature.
Originality/value
This study identifies new motives for sharing eWOM, re-labels existing WOM and eWOM motives with more descriptive and comprehensive titles and confirms established WOM and eWOM motives within the context of social media. This study is conducted across multiple firms and industries, leading to more generalizable results.
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Monica C. Gavino, Denise E. Williams, David Jacobson and Iris Smith
The purpose of this paper is to examine both the Latino/Hispanic entrepreneurs’ social media adoption (SMA) for business purposes and the influence of culture on personal versus…
Abstract
Purpose
The purpose of this paper is to examine both the Latino/Hispanic entrepreneurs’ social media adoption (SMA) for business purposes and the influence of culture on personal versus business social network platform (SNP) selection.
Design/methodology/approach
The Technology Acceptance Model’s (TAM) factors of perceived usefulness (PU) and perceived ease of use (PEU) as drivers of Latino/Hispanic entrepreneurs’ social network platform selection are examined as well as the effect of SMA on revenue. Data was collected from 633 small business owners across the United States via an online survey administered in English and Spanish.
Findings
Results indicate that Latino/Hispanic business owners use personal SNP more than business SNP for business purposes. PU and PEU were not found to predict personal SNP for Latino/Hispanic entrepreneurs. However, for Non-Latino/Hispanics, PU was significant while PEU was marginally significant. Findings for PU and PEU as predictors of business SNP indicate similar results for both Latino/Hispanic and non-Latino/Hispanic entrepreneurs, where only PEU was significant. Finally, there was no relationship between either business or personal SNP and revenue for either Latino/Hispanic or non-Latino/Hispanic entrepreneurs.
Practical implications
This research provides more insight into Latino/Hispanic entrepreneurs’ self-directed engagement in personal SNP (Facebook) and business SNP (LinkedIn) for business purposes and invites future research in this population to further examine cultural influence and business performance. The findings support the need for Latino/Hispanic entrepreneurs’ strengthening their competency in social media usage to remain competitive, as doing so will enhance their capability for building customer relationships, brand development, and equity financing.
Originality/value
This investigation 1) examines SMA’s role in Latino/Hispanic small and medium enterprises (SMEs); 2) distinguishes between personal and business social network platforms; 3) investigates TAM’s relevance for Latino/Hispanic entrepreneurs’ use of social media for business; and 4) explores SME social media usage as a predictor of revenue. We seek to provide practitioners with a greater understanding of how they may influence business success and sustainability through better competency development and usage of social media platforms.
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Estrella Diaz, Águeda Esteban, Rocío Carranza Vallejo and David Martín-Consuegra Navarro
This paper aims to analyze the evolution of digital and smart technologies and their relationship with different themes within marketing journals. In addition, this study has…
Abstract
Purpose
This paper aims to analyze the evolution of digital and smart technologies and their relationship with different themes within marketing journals. In addition, this study has included the evolution of digital and smart technologies in relevant International Marketing (IM)/International Business (IB) journals to describe the impact of technology on this specific area to draw some interesting conclusions.
Design/methodology/approach
A bibliometric approach is applied in this research using science mapping analysis to visualize and reveal the evolution of smart and digital technologies in this specific academic area.
Findings
By combining science maps with performance indicators, the results of this study suggest that new technologies are related to eight main topics within marketing journals: implementation-completion, perceptions, behavior, market competition, adoption-diffusion model, social media, competitive advantage and disruptive technology. Additionally, this work provides new avenues for future research. When analyzing IM and IB journals, the findings highlight six thematic areas: perceptions-eWOM relationship, innovative foreign markets, performance determinants, Japan, industrial research and China.
Originality/value
This study contributes theoretically to developing and describing a framework for research in smart and digital technologies in the general marketing and international marketing/business fields. It adds a coherent perspective on the points of contact in marketing evolution, where smart technology has a meaningful role. This study outlines the changing questions surrounding the touchpoints as well as emerging research topics.