Yi He, Ilyoung Ju, Qimei Chen, Dana L. Alden, Hong Zhu and Kaiyuan Xi
This paper aims to describe the results of four studies that examine the interaction effects between locus of causality and social presence on consumers’ emotional response to a…
Abstract
Purpose
This paper aims to describe the results of four studies that examine the interaction effects between locus of causality and social presence on consumers’ emotional response to a service failure and how they subsequently cope with the negative emotional experiences through support-seeking or vindictive negative word-of-mouth (NWOM).
Design/methodology/approach
To evaluate the research hypotheses, one online content analysis study and three experiments were conducted.
Findings
The results of the four studies show that when locus of causality information is not available (Studies 1 and 2), consumers are more likely to engage in support-seeking NWOM when there is social presence (versus no social presence). When a service failure is externally/internally attributed, social presence leads to less/more vindictive NWOM (Studies 3 and 4). The results clarify the underlying affective processes (frustration, anger and embarrassment) that account for the unique interaction effects involving locus of causality and social presence on NWOM.
Originality/value
Despite promising progress in both social presence and service failure research, scholarly attempts aiming to draw the theoretical linkages between these two streams are relatively scarce, and it remains unknown regarding whether and how social presence influences NWOM in the event of service failure. Against this backdrop, this research examines the effects of social presence on consumer NWOM in service failure. The authors further contribute to both research streams by testing the effects of an important set of emotions as mediators, as well by exploring the conditions under which a particular emotion is more predictive of its corresponding outcomes. These findings offer important insights that help service managers effectively mitigate customer NWOM at the point of service delivery.
Details
Keywords
Attila Pohlmann and Qimei Chen
Biological sex is an important segmenting variable in marketing. Yet its ability to meaningfully distinguish beyond the female/male dichotomy is limited. With traditional gender…
Abstract
Purpose
Biological sex is an important segmenting variable in marketing. Yet its ability to meaningfully distinguish beyond the female/male dichotomy is limited. With traditional gender roles continuously shifting and contemporary fluid conceptualizations of gender altering the consumption mainstream, the diverse and multi-faceted behaviours related to gender elude market segment distinctions that are based on biological sex alone. Thus far, researchers have had only limited success applying the concept of gender identity and gender schema theory to inform marketing research and management. The purpose of this study is to further develop a consumer decision-oriented scale that addresses this gap by providing a more sensitive method of segmentation.
Design/methodology/approach
The scale was validated according to common psychological scale development techniques.
Findings
Not only does the Consumption Gender Scale predict the behaviours and media preferences of traditional, gender-schematic male and female consumer segments, but it also accounts for the variance in the behaviours of gender-aschematic non-traditional men and women. We demonstrate the scale’s predictive power in two experimental studies and discuss its potential to serve as an intermediary variable that can predict product attitudes and purchase intentions on social media.
Research limitations/implications
The Consumption Gender Scale was based on surveys and experiments conducted in the USA. Future research could examine the suitability of the scale in other cultural contexts.
Practical implications
The Consumption Gender Scale provides a finer taxonomy for organizations to use in segmenting their target market on the basis of consumption-relevant gender rather than biological sex. Consequently, it also provides opportunities for managers to fine-tune their media-planning efforts.
Originality/value
Biological sex as the main segmenting variable has become inadequate because of ongoing shifts in gender roles and changes in associated consumption behaviours. To address the shortcomings of traditional methods, we advocate for and validate a continuous measurement scale.
Details
Keywords
Joanna Phillips Melancon, David A. Griffith, Stephanie M. Noble and Qimei Chen
Building on the service‐centered dominant logic, this paper aims to investigate the effects of firm knowledge (knowledge of customers, industry, and practices) and synergistic…
Abstract
Purpose
Building on the service‐centered dominant logic, this paper aims to investigate the effects of firm knowledge (knowledge of customers, industry, and practices) and synergistic combinations of different types of employee knowledge as a foundation for competitive advantage in retail and service organizations. Specifically, it seeks to theorize that the firm's operant knowledge resources combine to develop the service‐based value proposition of enhanced ability to meet customer needs that results in greater performance.
Design/methodology/approach
A survey methodology was used to test the hypotheses using a sample of 293 retail and service providers.
Findings
Employees' knowledge of its customers and competitors allow the firm to enhance its ability to meet customer needs, whereas knowledge of firm practices, in isolation, does not enhance a firm's ability to meet customer needs. When looking at the synergistic combination of employees' knowledge (i.e. the two‐way interactions and the three‐way interaction of knowledge of customers; knowledge of firm practices; knowledge of industry) several interesting insights emerge to help to understand how to enhance a firm's ability to meet customer needs.
Research limitations/implications
Since researchers have yet to fully explore the effects of knowledge as operant resources and their conversion into capabilities, this study uses a dynamic capabilities approach and demonstrates that providing front‐line employees with the knowledge necessary to understand the firm's consumer base allows the firm to develop the ability to meet customer needs (i.e. a capability), which in turn allows the organization to reap the economic benefits of a satisfied and returning customer base.
Practical implications
The two‐way and three way interactions provide new insights into the synergistic employment of operant knowledge resources.
Originality/value
The results suggest that operant knowledge resources may not be equally created as different combinations of operant resources result in superior capabilities than other combinations.
Details
Keywords
Nitish Singh, Olivier Furrer and Massimiliano Ostinelli
With the growth of worldwide e‐commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global consumers…
Abstract
With the growth of worldwide e‐commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global consumers prefer to browse and buy from standardized global web sites or web sites adapted to their local cultures. This study provides evidence from five different countries as to whether global consumers prefer local web content or standardized web content. The study also measures how the degree of cultural adaptation on the web affects consumer perception of site effectiveness.
Details
Keywords
Fuan Li, J.A.F. Nicholls, Nan Zhou, Tomislav Mandokovic and Guijun Zhuang
This paper compares the shopping behavior of Chilean consumers with those in China. Both Chinese and Chilean mall visits are driven, first and foremost, by purchase; however…
Abstract
This paper compares the shopping behavior of Chilean consumers with those in China. Both Chinese and Chilean mall visits are driven, first and foremost, by purchase; however, consumers in Chile tend to be less single minded than their Chinese counterparts. Differences also exist between the two populations in their way of selecting the mall, shopping characteristics, and purchase patterns. Most importantly, Chinese shoppers relied more on their mall visits than Chileans in searching for information and finalizing their purchase decisions; at the same time, they were much more cautious in committing themselves to a purchase.
Details
Keywords
Nisha Pradeepa S.P., Asokk D., Prasanna S. and Ansari Sarwar Alam
The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding…
Abstract
Purpose
The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding e-satisfaction and, consequently, fostering patronage intention. Among these, text-based chatbots are significant innovations. In light of this, the paper aims to develop a conceptual framework and comprehend the patronage behaviour of artificial intelligence-enabled chatbot users by using chatbot usability cues and to determine whether the social presence and flow theories impact e-satisfaction, which leads to users’ patronage intention. The current research provides insights into online travel agencies (OTAs), a crucial segment within the travel and tourism sector. Given the significance of building a loyal clientele and cultivating patronage in this industry, these insights are of paramount importance for achieving sustained profitability and growth.
Design/methodology/approach
The research framework primarily focused on the factors that precede e-satisfaction and patronage intention among chatbot users, which include social presence, flow, perceived anthropomorphism and need for human interaction. The researchers collected the data by surveying 397 OTA chatbot users by using an online questionnaire. The data of this cross-sectional study were analysed using covariance-based structural equation modelling.
Findings
Findings reveal that e-satisfaction is positively linked with patronage intention and the variables of social presence and flow impact e-satisfaction along with chatbot usability cues. There were direct and indirect relations between chatbot usability and e-satisfaction. Moreover, the personal attributes, “need for human interaction” and, “perceived anthropomorphism” were found to moderate relations between chatbot usability cues, social presence and flow.
Originality/value
The impact of chatbot’s usability cues/attributes on e-satisfaction, along with perceived attributes – social presence and flow in the realm of OTAs contributes to the human–chatbot interaction literature. Moreover, the interacting effects of perceived anthropomorphism and the need for human interaction are unique in the current contextual relations.
Details
Keywords
Jose‐Ramon Segarra‐Moliner, Miguel‐Angel Moliner‐Tena and Javier Sánchez‐Garcia
The objective of this study is to analyse relationship quality in a business‐to‐business context. Given that the relationship between market orientation and customer‐perceived…
Abstract
Purpose
The objective of this study is to analyse relationship quality in a business‐to‐business context. Given that the relationship between market orientation and customer‐perceived service quality is well known in the area of higher education, this paper draws on its antecedents to examine relationship quality in cultural services.
Design/methodology/approach
A sample of 68 customers (cultural entities) was obtained from a postal survey (April 2010). Partial least squares (PLS) models were used to test the proposed hypotheses. This is a structural equation (SEM) technique based on variances that is suited to working with small and medium sized samples.
Findings
The authors’ results show that satisfaction, trust and commitment are key components of relationship quality. While service quality is a determining factor of satisfaction, relationship quality can be improved by taking into account that customer‐perceived market orientation acts as a precursor for service quality, satisfaction and commitment.
Originality/value
This article attempts to expand upon the previous relationship quality literature on business‐to‐business relationships to: study behaviours conducive to lasting relationships between two different sectors (higher education and cultural industry); understand the antecedents of relationship quality; confirm relationship quality dimensions; and compare the hypothesized relationships from the customer's perspective.
Details
Keywords
Jean Boisvert and Nicholas J. Ashill
The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context…
Abstract
Purpose
The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA).
Design/methodology/approach
This study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/USA) between-subjects ANOVA design.
Findings
The study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a direct branded extension which oppose previous beliefs put forward in non-luxury settings. In contrast, a new independent/standalone extension fully uses the subtyping effect which helps attenuate this risk related to luxury downward stretches. The study also found that the effect of gender in cross-national settings must always be taken into consideration as significant variations occur in the process.
Research limitations/implications
The study covers two countries but should be replicated in other cross-national contexts.
Practical implications
This study helps marketing managers of luxury brands make a better decision when it comes to launching vertical line extensions (upscale/downward) by carefully using types of branding strategies and relevant communications whether women and/or men are targeted in cross-national contexts.
Originality/value
This study breaks new ground in the international luxury literature by providing key theoretical and managerial insights in terms of launching new downward line extensions with the proper use of branding strategies when targeting specific genders.
Details
Keywords
Happy Paul, Pawan Budhwar and Umesh Bamel
The purpose of this paper is to propose and empirically test a model that examines subjective well-being (SWB) components (affect balance and life satisfaction, colloquially…
Abstract
Purpose
The purpose of this paper is to propose and empirically test a model that examines subjective well-being (SWB) components (affect balance and life satisfaction, colloquially referred to as “happiness”), as the intervening variables between resilience and organizational commitment (OC), drawing on appraisal theory and job demands‒resources model.
Design/methodology/approach
Based on an employee sample (n=345) from Indian organizations, this study uses structural equation modeling to confirm the differential mediating mechanism for OC dimensions.
Findings
The results suggest that resilience can create a pathway for positive emotions and increase life satisfaction, which, in turn, can help an employee to stick to the organization. Notably, findings indicate that affect balance fully mediates the linkages between resilience and affective commitment, whereas life satisfaction fully mediates the relationship between resilience and continuance commitment.
Practical implications
Besides making useful contributions to the concerned literature, the findings also have useful messages for managers and organizations trying to develop a committed workforce by building employee resilience.
Originality/value
Although previous studies have supported the relationship between resilience and OC, to date, no study has analyzed the motivational and cognitive process through which resilience relates to each dimension of OC (i.e. affective, normative and continuance).