Alexander Davidson, Mark R. Gleim, Catherine M. Johnson and Jennifer L. Stevens
The unique employment status of gig workers as independent contractors and their impact on consumers provide an important opportunity for the current research to understand gig…
Abstract
Purpose
The unique employment status of gig workers as independent contractors and their impact on consumers provide an important opportunity for the current research to understand gig workers' perceptions of their employment and how that affects job performance outcomes. These gig workers serve as the frontline service providers for platforms like Airbnb hosts, Lyft drivers and Wag walkers performing customer-facing services. However, their status as gig workers, not traditional employees, presents challenges to platforms. The purpose of this research is to gain insights into the profiles of gig workers, examine the challenges platforms have in retaining high-performing workers and provide a research agenda on this important group of frontline service providers.
Design/methodology/approach
Incorporating variables deemed important in examining self-determination theory, a large-scale data collection via an online survey was administered, yielding 447 completed surveys. A two-step cluster analysis procedure was conducted to categorize sample respondents into four distinct groups.
Findings
Four groups emerged from the cluster analysis, labeled “Ambivalent Outsider,” “Competent Cog,” “Independent Insider” and “Committed Comrade.” The results suggest that there are significant differences across all variables and groups based on gig worker responses and self-reported customer satisfaction scores. The gig worker profiles developed are then utilized to formulate research propositions that are the basis for the research agenda presented.
Practical implications
The goal of many collaborative consumption platforms may be to hire Independent Insiders or Committed Comrades; however, that is difficult to attain with every hire. Thus, the segmentation results provide insights for companies seeking to hire, retain, and successfully motivate their workforce.
Originality/value
Given the freedom and flexibility afforded to gig workers, and the importance they have on the service experience for customers, understanding their own perceptions of employment and performance is critical to ensuring a positive experience for all parties. Research on collaborative consumption has largely focused on consumers or the management of freelance workers with only tangential applicability to gig work. This paper offers a comprehensive research agenda for gig worker management based on the typology of gig workers created.
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Mark R. Gleim, Jennifer L. Stevens and Catherine M. Johnson
This research paper aims to provide conceptual clarity for marketplaces within the lateral exchange market framework. The advances in digital technologies have been critical to…
Abstract
Purpose
This research paper aims to provide conceptual clarity for marketplaces within the lateral exchange market framework. The advances in digital technologies have been critical to the growth of new marketplaces and forms of exchange. While there are many different names and manifestations of these marketplaces, the common thread is they all require digital platform intermediation. These marketplaces are referred to by a variety of names and characteristics, and a clear consensus has yet to be achieved.
Design/methodology/approach
This research uses a conceptual approach rooted in the marketing literature.
Findings
This study differentiates and defines the sharing economy, collaborative consumption and access-based consumption, as well as introduces the concept of liquid ownership – all under the LEM framework. Defining characteristics for each marketplace are noted to present a consistent classification of the focal concepts for the advancement of research and theory.
Research limitations/implications
As the number and types of lateral exchange marketplaces continue to grow, researchers need to have a clear delineation of the concepts. This research seeks to provide clarity on the disparate literature streams and introduces the concept of liquid ownership to allow for the advancement of research and theory surrounding these forms of consumption.
Practical implications
Understanding existing marketplaces is vital for online platforms as they develop new offerings and differentiate themselves in the marketplace. Additionally, opportunities for traditional businesses abound as they pursue new market opportunities and adapt to changing technologies. Thus, research questions concerning consumers and platform managers are presented.
Originality/value
This research contributes conceptual clarity on elements commonly associated with the sharing economy while expanding it to include elements found in LEMs. The concept of liquid ownership is also presented to reflect the evolving consumption landscape. Research opportunities and questions are provided to guide future scholarly work.
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Jennifer L. Stevens, Mark R. Gleim and Stacie F. Waites
This paper aims to examine the transformative role of experience identification in connecting online communities to offline experiences. This study also aims to understand if…
Abstract
Purpose
This paper aims to examine the transformative role of experience identification in connecting online communities to offline experiences. This study also aims to understand if consumers in the pre-experience stage can identify with an experience and how this influences their subsequent evaluations, focusing on the impact of online community participation.
Design/methodology/approach
A theoretical model, based on social identity theory, is tested using a two-study approach. Study 1 involves first-time cruisers in an online cruise community. Study 2 extends the findings to a broader range of travel experiences, including both first-time and repeat travelers.
Findings
Results suggest that experiential consumers can identify with an experience in the pre-experience stage through two key community participation variables – experience imagination and emotional significance. Experience identification directly influences loyalty, which subsequently impacts word-of-mouth and satisfaction post-experience.
Practical implications
Service providers should leverage forums, brand communities and social media platforms to enhance interactivity between experienced and first-time customers. Strategies are presented to foster user interaction and interconnectedness, boosting consumer satisfaction and loyalty and providing a competitive advantage from the outset of the customer journey.
Originality/value
Despite the recognized importance of experiential consumption, the marketing literature has largely focused on the actual consumption experience, overlooking the pre-experience stage. This research highlights the critical role of the pre-experience stage, showing that the value of an experience begins before the service encounter and continues after it ends.
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Naman Sreen, Rambalak Yadav, Sushant Kumar and Mark Gleim
This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the increased focus…
Abstract
Purpose
This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the increased focus on environmental issues in emerging markets, an examination of the institutional environment in India can provide unique insights into the drivers of green consumption.
Design/methodology/approach
A large-scale data collection is conducted via an online survey to test the validity of the theorized model. A survey methodology is used to collect responses from a sample of 400 consumers in India and analyzed via Smart PLS 3.0.
Findings
The findings suggest moral norms, injunctive and descriptive, have varying influences on consumers. Further, governmental influence, at least in India, may not have a positive impact one would expect. The results indicate the institutional framework developed in this research has a good predictive ability in green marketing settings and offers insights for businesses and policymakers to enhance consumers’ motivations to purchase green products.
Originality/value
From a theoretical perspective, this research is the first to examine the institutional environment on green consumption in India and provides unique insights into the influences of green consumption. The results suggest the institutional environment in India presents unique opportunities for practitioners and policymakers.
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Mark Gleim, Heath McCullough, O.C. Ferrell and Colin Gabler
This research aims to focus on the impact of the metaverse on services marketing. After reviewing the past, current and anticipated future of the metaverse, the authors offer…
Abstract
Purpose
This research aims to focus on the impact of the metaverse on services marketing. After reviewing the past, current and anticipated future of the metaverse, the authors offer multiple research opportunities in accordance with theories germane to the services literature.
Design/methodology/approach
The current research uses a conceptual approach focused on key service theories and their relevance in the metaverse.
Findings
The metaverse presents a new paradigm of the customer experience, thus providing an opportunity for service researchers to advance this developing field. Further, the potential shortcomings of existing theory are explored, both within and external to services, to discover important areas for service scholars to examine. This results in research opportunities and questions for scholars to pursue as the metaverse continues to develop and shape consumer experiences.
Originality/value
Technological advancements have enabled the service sector to grow and thrive in the metaverse. It is evident that despite the metaverse’s growth, there remains a tremendous amount left to examine. Existing theories need to be reexamined and modified, or alternative theories reviewed to inform service research on the metaverse. Thus, the present research seeks to provide insight into opportunities for theory development by service researchers and identifies important areas of future scholarly work on the metaverse.
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Mark Gleim and Stephanie J. Lawson
This research aims to explore the factors that lead to the prevalence of the green gap. Currently, an overwhelming majority of consumers voice concern about the state of the…
Abstract
Purpose
This research aims to explore the factors that lead to the prevalence of the green gap. Currently, an overwhelming majority of consumers voice concern about the state of the environment; however, only a select few mirror their intentions with actual green behaviors.
Design/methodology/approach
A critical incident technique is utilized in the first study, followed by a quantitative study analyzed via cluster analysis for the second study.
Findings
Results suggest the green gap exists for several reasons, of which price is most commonly noted. However, factors such as poor perceptions of quality, lack of green product availability and brand loyalty to conventional products appear to be important issues leading to the gap as well. Additionally, the type of product sought for purchase appears to impact the prevalence of the green gap.
Research limitations/implications
Future research should seek to extend the present study by monitoring actual usage rather than intentions, as well as an examination of strategies that may help to minimize the green gap.
Practical implications
Consumers need to understand why green products are priced higher, the benefits they offer and the impact they can make as an individual. Additionally, firms competing in specific product categories can alter their strategies to better capitalize on the motivations of their target markets.
Originality/value
Past research has focused on why consumers buy green, but there is a lack of research on why consumers fall into the green gap – that is they have the intention of going green, but don’t. This research examines factors surrounding the green gap and the role of product type in the prevalence of the green gap.
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Jeffery S. Smith, Lorraine Lee and Mark Gleim
The purpose of this paper is to examine the effect of radio frequency identification (RFID) implementation on service performance.
Abstract
Purpose
The purpose of this paper is to examine the effect of radio frequency identification (RFID) implementation on service performance.
Design/methodology/approach
This study utilizes a case study methodology to explain the impact of RFID on performance. The service profit chain is used as the overarching framework to facilitate the discussion. Qualitative methods in the form of in‐depth interviews, observation, and participation are employed for the collection of data.
Findings
The results in the paper indicate that RFID implementation has a significant impact on the consumer components (quality, value, satisfaction, and financials) of the service profit chain. The implementation also has an effect on the technical aspects of internal operations (internal quality and productivity) but is limited in how it affects the employee components (satisfaction, capability, and loyalty).
Research limitations/implications
The paper denotes the potential impact on performance of RFID implementation through the utilization of a qualitative research approach, which limits the scope of the findings. Also, the focal organizations are non‐profits, which can also hinder generalizability.
Originality/value
This research is one of the first to empirically examine the way in which RFID implementation can affect operational and financial performance. In doing so, valuable insights are gained as to how RFID can be used to improve existing performance. Additionally, areas are identified that can be investigated to further benefit from the implementation.
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Iain Andrew Davies and Sabrina Gutsche
This paper aims to explore why consumers absorb ethical habits into their daily consumption, despite having little interest or understanding of the ethics they are buying into, by…
Abstract
Purpose
This paper aims to explore why consumers absorb ethical habits into their daily consumption, despite having little interest or understanding of the ethics they are buying into, by looking at the motivation behind mainstream ethical consumption.
Design/methodology/approach
Fifty in-depth field interviews at point of purchase capture actual ethical consumption behavior, tied with a progressive-laddering interview technique yields over 400 consumption units of analysis.
Findings
Ethical attitudes, values and rational information processing have limited veracity for mainstream ethical consumption. Habit and constrained choice, as well as self-gratification, peer influence and an interpretivist understanding of what ethics are being purchased provide the primary drivers for consumption.
Research limitations/implications
Use of qualitative sampling and analysis limits the generalizability of this paper. However, the quantitative representation of data demonstrates the strength with which motivations were perceived to influence consumption choice.
Practical implications
Ethical brands which focus on explicit altruistic ethical messaging at the expense of hedonistic messaging, or ambiguous pseudo ethics-as-quality messaging, limit their appeal to mainstream consumers. Retailers, however, benefit from the halo effect of ethical brands in store.
Social implications
The paper highlights the importance of retailer engagement with ethical products as a precursor to normalizing ethical consumption, and the importance of normative messaging in changing habits.
Originality/value
The paper provides original robust critique of the current field of ethical consumption and an insight into new theoretical themes of urgent general interest to the field.
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Shalini Reddy Naini and M. Ravindar Reddy
This paper aims to present a summary of the green consumer behaviour (GCB) research conducted during the 2001–2021 period using the bibliometric analysis and to carry out a…
Abstract
Purpose
This paper aims to present a summary of the green consumer behaviour (GCB) research conducted during the 2001–2021 period using the bibliometric analysis and to carry out a thematic and content analysis on the three clusters which comprise 57 articles resulting from the co-citation analysis and identify the significant green purchasing factors.
Design/methodology/approach
The three-pronged methodology applied to this research analysis includes performance analysis of the literature using biblioshiny and R Studio; network mapping analysis using VOSviewer and Gephi; thematic analysis using word clouds generated with R Software and content analysis of each paper with the aid of within and between-study analyses.
Findings
Cluster one acted as a base for the theoretical foundations of GCB which aids in understanding the basic concepts of green marketing, its evolution and the methodologies, whereas cluster two determined the predictors of everyday green behaviour, which helps in gaining knowledge about the everyday sustainable activities the consumers indulge and the factors motivating to do so. Cluster three mainly focused on the psycho-socio demographic determinants of GCB, which assists in segmentation and predicting the purchase behaviour of the various consumer segments.
Originality/value
The significant variables and major gaps in each of the clusters were identified and authors have drawn the implications for future researchers and marketing managers.
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K.R. Jayasimha, Himanshu Shekhar Srivastava, K. Sivakumar and Manoharan Sivaraman
This study aims to explore consumer motivations to mitigate the contagion effect in access-based consumption after instances of prior customer misbehavior. Reverse contagion…
Abstract
Purpose
This study aims to explore consumer motivations to mitigate the contagion effect in access-based consumption after instances of prior customer misbehavior. Reverse contagion, demonstrated through customer citizenship behavior, entails using both firm-provided and personal resources to cocreate value, even in the presence of norm violations by others. The research delves into the influence of empathy, narrative appeal and past misbehavior severity on customer behavior, specifically in the context of reverse contagion.
Design/methodology/approach
Two scenario-based studies and a field study were used within the context of scooter-sharing to assess the conceptual model. Study 1 (n = 156) and Study 2 (n = 97) were conducted through surveys. Study 3 (n = 54) was a field study.
Findings
The results emphasize the crucial role of empathy in breaking the cycle of misbehavior contagion. Specifically, the findings suggest that narrative appeals have the potential foster greater empathy, encouraging customers to counteract the contagion. However, the intensity of prior misbehavior lessens the efficacy of narrative appeals in triggering reverse contagion, thereby moderating the mediating effect of empathy.
Originality/value
This study investigates reverse contagion stemming from customer misbehavior in accessed-based consumption. It delves into the impact of empathy, narrative appeal and previous misbehavior on the dynamics of value codestruction and cocreation. This comprehensive examination of these factors within a unified framework represents a new contribution to the literature. The results illuminate this intricate phenomenon, offering valuable insights for managers to address adverse customer behavior and harness the positive aspects of reverse contagion.