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Article
Publication date: 1 February 2021

Hulda G. Black, Vincent Jeseo and Leslie H. Vincent

The purpose of this paper is to empirically test some of the consumer engagement frameworks that have been previously proposed in marketing literature.

966

Abstract

Purpose

The purpose of this paper is to empirically test some of the consumer engagement frameworks that have been previously proposed in marketing literature.

Design/methodology/approach

Data were gathered via surveys distributed to members of a health club in the USA. Results were analyzed using structural equation modeling.

Findings

We found the effects of satisfaction on intercustomer support – the assistance received from other customers within a service setting – to be fully mediated by customer identification. The strength and direction of effects differed based on the type of identification. They also found an effect of satisfaction on customer patronage frequency. This effect was fully mediated by customer–employee identification.

Practical implications

The findings illustrate that, in most cases, intercustomer support can be built and enhanced by focusing on customer identification. Both customer–company and customer–customer identification had a positive effect on social/emotional and instrumental support; however, they did not influence a consumer’s patronage frequency. Conversely, customer–employee identification decreased perceptions of instrumental support, but increased perceptions of social/emotional support and patronage frequency. While the findings indicate that identification with a firm’s employees drives a customer’s patronage, firms must decide if the benefits received from increased patronage are worth the decreased instrumental support.

Originality/value

Past research has demonstrated the benefits of intercustomer support at both the firm and customer level, yet little research has investigated what enhances intercustomer social support in an organization. The research answers this question and illuminates some specific mechanisms that mediate this effect. Additionally, while previous research indicates that intercustomer support drives objective outcomes such as firm performance and loyalty intentions, we instead found these outcomes to be driven by customer–employee identification.

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Book part
Publication date: 26 February 2008

Jill Perry-Smith and Leslie H. Vincent

In this chapter, we focus on the people component of the technology commercialization process. We review how the need for a variety of skills and knowledge sets creates unique…

Abstract

In this chapter, we focus on the people component of the technology commercialization process. We review how the need for a variety of skills and knowledge sets creates unique challenges and opportunities for the team, particularly given the complexities associated with commercialization and the need for creativity throughout the process. We suggest that simply having a multidisciplinary team in place does not ensure success and highlight the potential benefits and liabilities. In particular, we highlight the relevancy of team composition in terms of professional orientation and social network ties. We then review how team composition influences internal team processes.

Details

Technological Innovation: Generating Economic Results
Type: Book
ISBN: 978-1-84950-532-1

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Book part
Publication date: 8 November 2010

Leslie H. Vincent

This chapter examines the role of team processes in predicting overall effectiveness for multidisciplinary teams charged with commercializing new technologies. Theory suggests…

Abstract

This chapter examines the role of team processes in predicting overall effectiveness for multidisciplinary teams charged with commercializing new technologies. Theory suggests that both social- and task-related processes are essential in order for diverse teams to achieve their full potential. Furthermore, these team processes evolve over time, creating even more complexity related to technology commercialization. A panel of teams is surveyed over time to capture this dynamism and the role of key social and task processes. Results suggest that social team processes, such as cohesion and identification, predict affective performance (i.e., team satisfaction and commitment). Objective team performance is primarily a function of task cohesion and trust. Furthermore, affective performance serves as a mediator between social team processes and objective performance for these high-tech teams. Post-hoc analyses examine the differences in the development of both task and social processes for high- and low-performing teams. High-performing teams have higher levels of task-focused interaction, functional conflict and task cohesion early on in the commercialization process as compared with low-performing teams. Effective teams establish key social processes early on, which provides the foundation for team success.

Details

Spanning Boundaries and Disciplines: University Technology Commercialization in the Idea Age
Type: Book
ISBN: 978-0-85724-200-6

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Article
Publication date: 8 July 2014

Hulda G. Black, Carla Y. Childers and Leslie H. Vincent

– The purpose of this paper is to provide a comprehensive examination of the nuances of service quality (SQ) relationships using meta-analytic techniques.

3295

Abstract

Purpose

The purpose of this paper is to provide a comprehensive examination of the nuances of service quality (SQ) relationships using meta-analytic techniques.

Design/methodology/approach

The data set comprises 108 empirical studies with 222 independent samples. The authors use a multivariate generalized least squares approach to examining the impact of key moderators on SQ relationships.

Findings

This research confirms previously established relationships between SQ and its correlates and contributes to the understanding of the dynamics of those relationships by providing empirical evidence that SQ is context-dependent. This research shows that a service’s level of inseparability, customization, standardization and technical complexity impacts key SQ relationships.

Research limitations/implications

This research finds that SQ is context-dependent. The antecedents examined were more significant for transactional exchanges, while the consequences of SQ were stronger for relational exchanges. Future research should explore this difference and investigate other correlates that could impact transactional versus relational exchanges. The present research is limited in that it could only examine correlates of SQ that have been frequently studied in the literature.

Practical implications

This research helps managers understand how the characteristics of their organizations impact the role SQ has on key outcomes. Firms desiring to maximize the impact of SQ must first consider the characteristics of their organizations to understand what combination of attributes is most beneficial. For example, this research found that SQ is a significant driver of financial performance when the service is customized, high-tech or relational. Managers in these types of organizations can impact their bottom line by focusing on perceived SQ.

Originality/value

This meta-analysis is the first to include both the antecedents and outcomes of SQ. The current research offers a comprehensive examination of various service characteristics and their impact on SQ relationships.

Details

Journal of Services Marketing, vol. 28 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

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Book part
Publication date: 26 February 2008

Leslie H. Vincent

This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are…

Abstract

This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are considered critical when developing market applications are presented with emphasis on three key decisions: target market selection, segmentation, and positioning. These strategic decisions will guide the more tactical considerations relating to the specific elements, or marketing mix, of the product's marketing strategy. Marketing strategy development is a dynamic process impacted by many factors. This chapter highlights the dynamic nature of this process as well as provides insight into the fundamental considerations in strategy formulation.

Details

Technological Innovation: Generating Economic Results
Type: Book
ISBN: 978-1-84950-532-1

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Article
Publication date: 5 August 2014

Hulda G. Black, Leslie H. Vincent and Steven J. Skinner

This paper aims to examine the relationship between customer networks and intercustomer social support, through the theoretical lens of service dominant logic (SDL). Co-creation…

1545

Abstract

Purpose

This paper aims to examine the relationship between customer networks and intercustomer social support, through the theoretical lens of service dominant logic (SDL). Co-creation and objective performance objectives are analyzed to understand the differential impact of instrumental and social/emotional intercustomer support on performance.

Design/methodology/approach

A combination of survey and secondary data were collected within a health-club setting to test hypotheses. The data were analyzed using structural equation modeling.

Findings

A customer’s network ties positively impact his/her intercustomer support perceptions, and this relationship is moderated by tie strength. Further, instrumental support impacts objective performance measures, while social/emotional has a greater impact on affective outcomes.

Research limitations/implications

As customers become more connected, it is in the interest of the organization to capitalize on these connections. Future research should investigate what types of programming and marketing can directly enhance the number and types of connections customers form with others.

Practical implications

Service organizations can benefit by fostering environments where customers connect with each other. These connections need not be at a high level; simple, informational connections prove to benefit the organization.

Originality/value

The present research is designed to add to the research on intercustomer support in the service literature. This study investigates network-level antecedents of intercustomer support. Further, this research connects intercustomer support to objective (firm-reported) measures of performance. Last, this research examines intercustomer support through the lens of SDL and investigates its impact on co-creation outcomes.

Details

Journal of Services Marketing, vol. 28 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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Book part
Publication date: 26 February 2008

Marie C. Thursby

Technological innovation is not simply invention, but rather is a process that includes all the steps from the decision to conduct research to the identification of opportunities…

Abstract

Technological innovation is not simply invention, but rather is a process that includes all the steps from the decision to conduct research to the identification of opportunities and paths for that research to contribute to society through diffusion and commercial application. While scientific discovery is central, it is a single (albeit critical) piece of a complex process involving navigation of the business, legal, regulatory, and economic issues that define the innovation landscape.

Details

Technological Innovation: Generating Economic Results
Type: Book
ISBN: 978-1-84950-532-1

Available. Content available
Book part
Publication date: 26 February 2008

Abstract

Details

Technological Innovation: Generating Economic Results
Type: Book
ISBN: 978-1-84950-532-1

Available. Content available
Book part
Publication date: 8 November 2010

Abstract

Details

Spanning Boundaries and Disciplines: University Technology Commercialization in the Idea Age
Type: Book
ISBN: 978-0-85724-200-6

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Book part
Publication date: 8 November 2010

Marie Thursby

Successful technology commercialization requires the integration of multiple perspectives and collaboration of experts from very different backgrounds. More often than not, key…

Abstract

Successful technology commercialization requires the integration of multiple perspectives and collaboration of experts from very different backgrounds. More often than not, key individuals in the process reside in different organizational units – each with their own mission, agenda, and culture. In large corporations, successful commercialization ultimately depends on coordination of marketing, legal, and research and development (R&D) personnel distributed across the firm. And, as innovation systems become more open, large and small companies alike increasingly collaborate with nonprofit institutions, either for technological expertise or as a source of inventions themselves (Chesbrough, 2003; Thursby, Thursby, & Fuller, 2009).

Details

Spanning Boundaries and Disciplines: University Technology Commercialization in the Idea Age
Type: Book
ISBN: 978-0-85724-200-6

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