Describes the types of toys needed by children of different developmental stages, their appeal for the parent, and the marketing implications. Outlines the developmental stages…
Abstract
Describes the types of toys needed by children of different developmental stages, their appeal for the parent, and the marketing implications. Outlines the developmental stages from infants to pre‐teens. Discusses toys for children with special needs, family games, toy collecting, and safety and care issues. Focuses on a research approach to discovering what toys meet these requirements; this is based on observational research and a pen‐and‐paper survey, and establishes a composite “Toy Tips” rating based on fun rating (always the most important toy factor), plus other development scores for thinking skills, character development, social skills and motor skills.
Details
Keywords
Focus 1: Putting Toys to the Test Good research methods can help make the most out of marketing efforts. Testing is a positive step in marketing the best product you can offer a…
Abstract
Focus 1: Putting Toys to the Test Good research methods can help make the most out of marketing efforts. Testing is a positive step in marketing the best product you can offer a consumer. Research can only mean what you want it to mean with your toy. There are four research methods you can use to gain information to help you make your toy the best it can be.
Details
Keywords
Magnus Söderlund, Veronica Liljander, Johanna Gummerus, Pia Hellman, Michaela Lipkin, Eeva-Liisa Oikarinen, Marianne Sepp and Karina T. Liljedal
The purpose of this paper is to examine reactions when customers in service encounters receive preferential treatment (i.e. something extra in relation to other customers). The…
Abstract
Purpose
The purpose of this paper is to examine reactions when customers in service encounters receive preferential treatment (i.e. something extra in relation to other customers). The examination is conducted in a social context that allows the customer to compare what he or she receives with what other customers receive. The main effect variables are perceived justice and customer satisfaction.
Design/methodology/approach
An experimental method is employed to examine the effects of providing customers with preferential treatment. The study involves four treatment groups with various combinations of receiving or not receiving preferential treatment.
Findings
Customers perceived preferential treatment as relatively unjust. This was true for customers who received the preferential treatment and for those who did not. However, customer satisfaction among those receiving preferential treatment was enhanced, thus signaling that preferential treatment affects perceived justice and satisfaction differently. In addition, different contexts for receiving preferential treatment (i.e. receiving it alone or sharing it with another customer) produced different levels of customer satisfaction.
Originality/value
The extant research on preferential treatment has failed to acknowledge that this treatment often occurs in the presence of several customers, which is likely to evoke perceptions of justice. At the same time, extant research on perceived justice in service situations has mainly focussed on service failures as antecedents of justice perceptions. This study attempts to extend theory on both preferential treatment and perceived justice in service-encounter settings.