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Article
Publication date: 1 March 1995

Kenneth E. Clow and John L. Beisel

Service firms operating on low margins per transaction mustgenerate a high volume of business to survive the competitiveenvironment of the 1990s. Firms must raise the expectations…

2436

Abstract

Service firms operating on low margins per transaction must generate a high volume of business to survive the competitive environment of the 1990s. Firms must raise the expectations of consumers to increase patronage, then successfully meet these expectations. Examines the antecedents to consumer expectations of low‐margin, highvolume service firms, and gives managerial implications, illustrating how to manage a service firm, successfully operating on low margins successfully.

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Article
Publication date: 1 January 1993

Kenneth E. Clow and Douglas W. Vorhies

Reports on research into measurement of consumer expectations.Examines the stability of consumer expectations and considers whetherthe measurement of expectations should occur…

1209

Abstract

Reports on research into measurement of consumer expectations. Examines the stability of consumer expectations and considers whether the measurement of expectations should occur before or after the service encounter. Discusses the measurement issue as a way of building competitive advantage by meeting consumer expectations of the service.

Details

Journal of Services Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 October 2006

Kenneth E. Clow, Karen E. James, Kristine E. Kranenburg and Christine T. Berry

The purpose of this paper is to investigate the relationship of the visual element in a print advertisement to service quality expectations and to the source credibility score…

7754

Abstract

Purpose

The purpose of this paper is to investigate the relationship of the visual element in a print advertisement to service quality expectations and to the source credibility score when a model or spokesperson is used in a service ad.

Design/methodology/approach

Data were collected from 230 college students at three different Midwestern universities using an experimental design. Three different ads were designed promoting a fictitious brand of automobile insurance, Top Tier. While the copy remained the same, the visual was changed to reflect three different types of visual strategies.

Findings

The results of the study indicate that both source credibility and service quality evaluations have a definite impact on attitude towards the ad and purchase intentions of a service and the type of visual element used is important in the ad evaluation process.

Research limitations/implications

Future research needs to examine the relationship between source credibility and attitude towards the ad to determine which is the antecedent. Because of the student sample, use of only one creative message strategy, and one service industry, future research needs to replicate this study for additional creative message strategies and other service industries.

Practical implications

The findings of this research are important for creatives in designing service ads. If a model or spokesperson is used in the print ad, then source credibility is an important factor. Further, it is important to embed service quality cues in the ad to increase viewers' expectations of the service, thus enhancing purchase intentions.

Originality/value

This paper provides valuable information to creatives and researchers in the role of the visual element in evaluation of service quality expectations and source credibility. The paper provides an initial foundation for future research and future exploration.

Details

Journal of Services Marketing, vol. 20 no. 6
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 February 1999

Judith A. Garretson and Kenneth E. Clow

In recent years, professional service organizations have begun to successfully implement various sales promotion techniques, and potential customers are responding favorably to

3758

Abstract

In recent years, professional service organizations have begun to successfully implement various sales promotion techniques, and potential customers are responding favorably to such promotions. This exploratory research examined the impact of sales promotions on consumer attitudes and intentions. More specifically, the influence of coupon face value on service quality expectations, perceived purchase risks, and purchase intentions was examined. The results indicate that while coupons positively impact the purchase intentions of dental services, the positive impact was negated by negative impacts on service quality expectations and perceived purchase risk. Further results and implications of the study for professional services are addressed.

Details

Journal of Services Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 August 1997

Kenneth E. Clow, David L. Kurtz, John Ozment and Beng Soo Ong

Develops a conceptual model of the antecedents of consumer expectations and firm image, based on past research in service, and empirically tested using the simultaneous equation…

3439

Abstract

Develops a conceptual model of the antecedents of consumer expectations and firm image, based on past research in service, and empirically tested using the simultaneous equation procedures of LISREL 7. Data were collected and analyzed for four service industries (tax services, dental services, restaurants and video rental stores). Significant findings include: the image consumers have of a service firm has the strongest impact on their expectations; the relative saliences of the antecedents vary across industries; advertising has no significant impact on expectations or firm image in any of the four industries or in the aggregate analysis; and the level of customization and service provider judgment has an impact on the relative importance of each of the antecedents of consumer expectations.

Details

Journal of Services Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 24 April 2009

Kenneth E. Clow, Robert E. Stevens, C. William McConkey and David L. Loudon

The purpose of this study is to examine the attitude of accountants towards advertising and to investigate changes in attitude that may have occurred between 1993 and 2004.

2514

Abstract

Purpose

The purpose of this study is to examine the attitude of accountants towards advertising and to investigate changes in attitude that may have occurred between 1993 and 2004.

Design/methodology/approach

Data were collected from accountants using a mail survey approach in 1993 and using an e‐mail survey approach in 2004. Questions on the two surveys were identical and a random sample of accountants was selected for each study. Statistical tests were used to compare responses from 1993 with responses in 2004.

Findings

Analysis of the results revealed significant positive shifts in the attitudes accountants have toward advertising of accounting services. Negative attitudes toward various aspects of advertising shifted to either a neutral or a positive position. This dramatic, positive shift in advertising attitudes by accountants occurred while skepticism towards advertising remained relatively high, overall, among the general public. Between the two time periods, changes in the use of various marketing tools (such as web sites to attract new clients) were also found to have occurred. In addition, the use of marketing professionals by accounting service providers increased substantially over the 11‐year time period of the longitudinal study.

Research limitations/implications

Sample selection and size create some concern about generalizability of the study. With any random sample selection process, the view of the non‐respondents is not known nor whether those who responded tended to have a higher level of acceptance of advertising.

Originality/value

For marketing professionals, this shift to a more positive attitude by accountants provides opportunities to offer greater marketing and advertising services. This shift also signals an increasing awareness on the part of accountants to market their services.

Details

Journal of Services Marketing, vol. 23 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 April 1996

Kenneth E. Clow, Carolyn Tripp and James T. Kenny

Although the task of delivering consistent service quality to consumers by service professionals has been studied widely, little research has focussed on service quality cues in…

4993

Abstract

Although the task of delivering consistent service quality to consumers by service professionals has been studied widely, little research has focussed on service quality cues in professional services advertising. Examines the relationship between the encoding of core service quality dimensions in a professional service’s advertisement and consumers’ perceptions of risk, service provider expertise and purchase intentions. Finds that: all five service quality dimensions decreased consumers’ perceptions of purchase risk; tangible, reliability, assurance and empathy cues in a professional service advertisement increased consumers’ perceived expertise of the professional service; both perceived expertise and perceived risk had a direct impact on purchase intentions. Discusses the relationships and the managerial implications of these ties to a professional service advertiser.

Details

Journal of Services Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 March 1994

Jerry D. Rogers, Kenneth E. Clow and Toby J. Kash

As customer satisfaction is gaining the highest priority among theinterest of corporate America′s constituent groups and the economybecomes service‐oriented, more jobs than ever…

10155

Abstract

As customer satisfaction is gaining the highest priority among the interest of corporate America′s constituent groups and the economy becomes service‐oriented, more jobs than ever before require customer contacts. Investigates the relationship between employee satisfaction, job tension, role clarity, role conflict and empathetic concern among customer service personnel. Finds that the traditional variables, i.e. role conflict, role clarity, and job tension, do influence job satisfaction as hypothesized. Additionally, identifies empathy, a previously overlooked dimension of employee‐job interactions, as a significant determinant of job tension. Discusses the managerial implications resulting from these relationships.

Details

Journal of Services Marketing, vol. 8 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

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Book part
Publication date: 8 October 2013

Theresa Hammond, Kenneth Danko and Mark Landis

Although accounting professors around the globe have addressed various social aspects of accounting, very rarely does that research address the concerns of students. This is…

Abstract

Although accounting professors around the globe have addressed various social aspects of accounting, very rarely does that research address the concerns of students. This is despite the fact that students are the focus of the educational mission of most universities. In an effort to address this gap, this chapter extends the field of social accounting to an issue critical to students: the cost of accounting textbooks in the United States. Textbook cost is drawing increasing attention from public interest groups and government regulators as costs are growing at a more rapid rate than many other costs, and constitute a significant portion of the total cost of obtaining a higher education degree. For accounting students, these costs are exacerbated by the fact that accounting textbooks are among the most expensive of any major, and they are being revised with increasing frequency – which eliminates students’ ability to buy less expensive used books – often with little or no discernible benefit to students. We argue that in some subfields of accounting – especially managerial/cost and introductory courses – topics are relatively stable, and that frequent textbook revisions are unnecessarily costly for our students, many of whom, along with their families, are making significant financial sacrifices to earn their degrees. In this study, we provide background on the textbook pricing issue, include data from a survey of accounting faculty demonstrating that they consider the revisions too frequent, document the increasing frequency of accounting textbook revisions over recent decades, analyze content in a leading accounting textbook, and discuss options for reducing the cost of accounting textbooks, including following student activists’ lead in advocating for open-source, free textbooks.

Details

Managing Reality: Accountability and the Miasma of Private and Public Domains
Type: Book
ISBN: 978-1-78052-618-8

Keywords

Available. Open Access. Open Access
Article
Publication date: 17 April 2023

Kenneth Appiah-Nimo, Amukelani Muthambi and Richard Devey

South Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury…

5227

Abstract

Purpose

South Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury fashion brands.

Design/methodology/approach

The study adopted quantitative research methods and utilized survey questionnaires to acquire data from 130 respondents. Structural equation modelling was used in testing the proposed alternative hypotheses.

Findings

The study affirmed the relevance of Aaker's (1991) CBBE model for luxury goods in the emerging economy of South Africa. It established perceived quality and behavioural loyalty as significant predictors of brand equity while affirming the prevalence of hedonism and behavioural loyalty in South Africa's luxury fashion market.

Research limitations/implications

The small sample size and the limited geographic scope of the study had a significant adverse impact on the broad application of the study's outcome. Furthermore, Aaker's (1991) CBBE model, while adequate, may have diminished the probability of a nuanced outcome.

Originality/value

This study advances the frontiers of interdisciplinary research by applying the marketing framework of CBBE to fashion studies in South Africa. The validated measurement scale, which emphasises the relevance of hedonism and behavioural loyalty in South Africa, may be useful for a similar study on luxury fashion brands in other emerging economies.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 28 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

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