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Article
Publication date: 6 November 2018

Jaime Dagostim Picolo and Gérson Tontini

This paper aims to present a methodology for the prioritization of innovations and improvements in services and products that integrates penalty–reward contrast analysis (PRCA…

564

Abstract

Purpose

This paper aims to present a methodology for the prioritization of innovations and improvements in services and products that integrates penalty–reward contrast analysis (PRCA) and improvement gap analysis (IGA).

Design/methodology/approach

The presented method is theoretically developed and simulated. It uses a case study with 290 clients of supermarkets, evaluating 16 attributes of this service, to demonstrate the advantages of integrating PRCA and IGA.

Findings

The integration of PRCA and IGA provides benefits that outweigh the use of each method individually. The joint use of these methods allows the identification of possible nonlinear impact of attributes on customers’ overall satisfaction, allowing managerial recommendations to be made with greater discriminatory power, in addition to qualifying the identification of innovative attributes.

Originality/value

Managers must be aware of the effect of the interaction of innovative attributes with attributes already used by the company. At the same time, it is appropriate to verify whether there is potential to improve the existing attributes. The literature shows that PRCA identifies the nonlinear influence of customers’ satisfaction with individual attributes on overall satisfaction, but it fails to identify the possible impact of innovative attributes. In turn, IGA identifies innovative attributes but does not identify how the attributes influence overall satisfaction. Thus, the benefits of integrating PRCA and IGA outweigh the individual limitations of each method, thereby increasing the quality of managerial recommendations. Moreover, a limitation of PRCA makes this method useful for identifying innovative attributes in relation to attractive attributes identified by the IGA method.

Details

Journal of Services Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 31 May 2021

Gerson Tontini, Luís Irgang, Adriana Kroenke, Ivan Hadlich, Jaime Dagostim Picolo and Josip Mikulic

The purpose of this study is to demonstrate how to use customer spontaneous comments to identify which aspects influence the overall customer satisfaction with restaurant services…

1004

Abstract

Purpose

The purpose of this study is to demonstrate how to use customer spontaneous comments to identify which aspects influence the overall customer satisfaction with restaurant services from a nonlinear perspective.

Design/methodology/approach

The authors collected data from 399 spontaneous comments about a chain of fast-food restaurants in Brazil. The comments are freely available on the TripAdvisor portal and were extracted and classified according to seven dimensions related to the quality of services: tangibles, reliability, responsiveness, assurance, empathy, quality of the food and price. Next, the authors combine the critical incident technique (CIT) and the penalty-reward contrast analysis (PRCA) to investigate the nonlinear relationship between service quality assessment and overall customer satisfaction.

Findings

The method of integrating CIT with PRCA explains 64.7% of the variation in the customer's assessment of the services provided (RAdj2 = 0.647). This shows that spontaneous comments from customers are related to their overall satisfaction with the service provided. Besides, the findings suggest that consumers tend to comment more about positive than negative experiences regarding aspects related to food, attendants' empathy and service assurance, and more negative comments about aspects related to responsiveness and price. However, it was found that negative comments have a stronger influence on overall satisfaction than positive comments.

Originality/value

Using comments available for free on the Internet and evaluating how positive and negative comments can jointly influence customer satisfaction, the proposed methodology demonstrates how restaurants can use their customers' spontaneous comments to identify critical aspects to be managed and improved. To the best of authors’ knowledge, this is the first study presenting how restaurants can use customer spontaneous comments, freely available on the internet, to identify the relevance of different aspects of the services provided from a nonlinear perspective. In addition, the present study shows that although customers spontaneously tend to share more positive than negative comments about restaurant services, events related to negative experiences have a stronger influence on overall satisfaction.

Details

Benchmarking: An International Journal, vol. 29 no. 2
Type: Research Article
ISSN: 1463-5771

Keywords

Available. Open Access. Open Access
Article
Publication date: 12 October 2018

Andreia Carpes Dani, Jaime Dagostim Picolo and Roberto Carlos Klann

This paper aims to analyze the influence of gender diversity on the relationship between corporate social responsibility (CSR), corporate governance (CG) and economic and…

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Abstract

Purpose

This paper aims to analyze the influence of gender diversity on the relationship between corporate social responsibility (CSR), corporate governance (CG) and economic and financial performance of Brazilian publicly traded companies.

Design/methodology/approach

The sample comprises 68 non-financial public companies comprising the IBX100 index of BM&FBOVESPA. For that, it was used panel data modeling, correlation and ranking by TOPSIS method.

Findings

The results suggest a significant relationship between CG and economic–financial performance when mediated by gender diversity. This relationship was not observed between CSR and economic–financial performance. Thus, it can be concluded that in a diversified board of directors, in terms of gender, better monitoring of managers can occur because of the increase in their independence in decisions, as well as performance increase. These results diverge from the literature on the influence of women’s participation in corporate boards in CSR. It is assumed that this result is because of the fact that the participation of women is recent in Brazil.

Research limitations/implications

The main limitations are the number of companies analyzed, the choice of ISE index to verify the CSR variable and the metric used to verify the CG mechanisms.

Originality/value

In general, this research contributes to the literature of the area, especially in Brazil, in confirming that the mediating variable gender diversity makes the relationship between CG and performance more significant.

Details

RAUSP Management Journal, vol. 54 no. 2
Type: Research Article
ISSN: 2531-0488

Keywords

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