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Article
Publication date: 1 January 1985

Erdener Kaynak and Solveig Wikström

Discusses conceptualizations of consumerism activity across Sweden, Canada, and Turkey, providing background data and information on these countries. Offers certain policy…

231

Abstract

Discusses conceptualizations of consumerism activity across Sweden, Canada, and Turkey, providing background data and information on these countries. Offers certain policy guidelines for practising multinational marketing managers which it proposes will give the best strategies to be employed in the different marketplaces of each of these countries.

Details

European Journal of Marketing, vol. 19 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 April 1996

Solveig Wikström

Buyer‐seller interaction in industrial markets is a widely applied work logic, which has been thoroughly researched both empirically and theoretically. Addresses, in contrast,the…

8087

Abstract

Buyer‐seller interaction in industrial markets is a widely applied work logic, which has been thoroughly researched both empirically and theoretically. Addresses, in contrast,the interactive way of working in consumer markets, which is referred to increasingly under the heading of “customer co‐production”. Results indicate that company‐consumer interaction is becoming more frequent in a wide range of consumer industries, but in contrast to such interaction in industrial markets it generally encompasses only one or two of the value‐creating activities of design, production or consumption, and the benefits are mostly short‐term: a better fit for the consumers and the advantage of more differentiated offerings for the companies. However, the strategic benefits of learning that enhance the innovative capability of the producers and add to the competence of the users, still seem limited. One reason for this may be lack of channels for feedback, since it is the front‐line staff who interact with the consumers. Also, they lack the authority and competence for undertaking the feedback role. A growing population of advanced consumers, flexible production modes and the widespread application of information technology all help to create a potential for this logic, but in order to exploit its benefits to the full, more knowledge is needed about how to organize the interaction with a view to learning.

Details

European Journal of Marketing, vol. 30 no. 4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 21 March 2008

Anna Essén and Solveig Wikström

This paper aims to explore the role of emotions in consumers' evaluations of service quality.

1587

Abstract

Purpose

This paper aims to explore the role of emotions in consumers' evaluations of service quality.

Design/methodology/approach

The study uses empirical qualitative data from in‐depth interviews with 26 senior citizens who are consumers of long‐term residential care services in a Swedish rural community. The empirical findings are analysed inductively in terms of dimensions derived from the literature on the role of emotions in consumers' evaluations of service quality.

Findings

When explaining their overall evaluations of service quality, the respondents referred exclusively to service dimensions that had evoked emotional reactions. However, although these service dimensions were the only ones to influence the consumers' perceptions of service quality, respondents tended to reflect about these dimensions in a cognitive manner. The remaining service dimensions, which did not evoke any emotional memories, did not influence the respondents' perceptions of the overall quality of services rendered.

Research limitations/implications

Emotional reactions can direct the attention of consumers to certain service dimensions, and subsequently trigger cognitive evaluations of these dimensions. The emotional and cognitive responses of consumers to services are thus interrelated. More research is needed into the mechanism of this interaction.

Practical implications

Service providers should recognise that consumers' emotional and cognitive reactions are intertwined. For providers of aged‐care services, this study suggests certain service dimensions that are worthy of further attention in seeking positive evaluations of services from users.

Originality/value

Previous research has tended to distinguish between emotional and cognitive evaluations of services. This study challenges this distinction by demonstrating that dimensions that have traditionally been viewed as “non‐emotional” can be influenced by “emotional” reactions. Thus, the study shows that “emotional bias” can lead to some dimensions having a disproportionate influence on overall evaluations of service.

Details

Managing Service Quality: An International Journal, vol. 18 no. 2
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 3 August 2012

Evert Gummesson and Christian Grönroos

The purpose of this paper is to offer a reflective account of the emergence of new marketing theory as seen through the lens of the Nordic School of Service.

11963

Abstract

Purpose

The purpose of this paper is to offer a reflective account of the emergence of new marketing theory as seen through the lens of the Nordic School of Service.

Design/methodology/approach

The paper is based on documents and the authors' self‐lived history and current involvement (“management action research”).

Findings

Northern European scholars, especially from Finland and Sweden, have felt free to design their own theory, at the same time collaborating internationally. Contributions include an early alert to services and business‐to‐business (B2B) marketing being neglected; dissatisfaction with service quality; that the service economy is more than the service sector; and the insight that relationship marketing and many‐to‐many network marketing better represent service reality. A novel service logic abandoning the divisive goods/services, B2B/B2C (business‐to‐consumer), and supplier/customer categories, based on commonalities and interdependencies is arriving. Nordic School methodology is characterised by induction, case study research, and theory generation, to better address complexity and ambiguity in favour of validity and relevance. In the 2000s, the synthesis provided by service‐dominant (S‐D) logic, IBM's service science, and network and systems theory have inspired a lively international dialogue.

Research limitations/implications

The hegemony of the marketing management of mass‐manufactured consumer goods was challenged when services entered the marketing agenda in the 1970s. During the 1980s and 1990s the differences been goods marketing and service marketing were explored and the understanding for relationships, networks and interaction developed. It gradually laid the ground for the integrated goods/services approach that is now the major challenge for service researchers and practitioners alike.

Originality/value

It is unfortunate if developments of marketing in the USA are perceived as a universal standard for marketing. By studying contributions from many cultures and nations in other countries the paper enhances the understanding of the diversity of marketing. This article presents such a case from Northern Europe.

Details

Journal of Service Management, vol. 23 no. 4
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 21 August 2017

Christian Grönroos

The purpose of this paper is to record the author’s personal reflections on his career as a marketing scholar.

1257

Abstract

Purpose

The purpose of this paper is to record the author’s personal reflections on his career as a marketing scholar.

Design/methodology/approach

Personal reflections in an autobiographical approach.

Findings

The author’s career as student, teacher and scholar is described in some detail.

Originality/value

The paper records events and memories that might otherwise be forgotten. No other such account has been published of Christian Grönroos’s career.

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Article
Publication date: 1 February 1985

Erdener Kaynak

When one looks at the marketing literature, consumerism activity is treated as a developed country phenomenon. The reason for this is partially attributable to a complete lack of…

753

Abstract

When one looks at the marketing literature, consumerism activity is treated as a developed country phenomenon. The reason for this is partially attributable to a complete lack of appropriate conceptual and methodological frameworks to study consumerism issues across cultures and nations, specifically in less‐developed countries. The purpose of this article is to develop working propositions to study consumerism in multiple environments. Consumerism issues in developed versus LDC environments are discussed and their implications for international trade and marketing are elucidated. The influences that various socio‐economic, governmental and cultural environments have upon consumerism are also examined.

Details

International Marketing Review, vol. 2 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 29 May 2019

Evert Gummesson

The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.

346

Abstract

Purpose

The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.

Design/methodology/approach

This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.

Findings

One should respect the difficulty of understanding the complex and dynamic world of marketing and not be fooled into premature generalizations and reverence to established theory.

Originality/value

The emphasis is on marketing as a revenue-generating activity through interaction in the network of complex relationships; the need for less ritualistic research methodology; and the orientation toward theory generation, decision-making, implementation and achievement of desired results.

Details

Journal of Historical Research in Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 26 July 2024

Mukta Srivastava, Sreeram Sivaramakrishnan and Neeraj Pandey

The increased digital interactions in the B2B industry have enhanced the importance of customer engagement as a measure of firm performance. This study aims to map and analyze…

452

Abstract

Purpose

The increased digital interactions in the B2B industry have enhanced the importance of customer engagement as a measure of firm performance. This study aims to map and analyze temporal and spatial journeys for customer engagement in B2B markets from a bibliometric perspective.

Design/methodology/approach

The extant literature on customer engagement research in the B2B context was analyzed using bibliometric analysis. The citation analysis, keyword analysis, cluster analysis, three-field plot and bibliographic coupling were used to map the intellectual structure of customer engagement in B2B markets.

Findings

The research on customer engagement in the B2B context was studied more in western countries. The analysis suggests that customer engagement in B2B markets will take centre stage in the coming times as digital channels make it easier to track critical metrics besides other key factors. Issues like digital transformation, the use of artificial intelligence for virtual engagement, personalization, innovation and salesforce management by leveraging technology would be critical for improved B2B customer engagement.

Practical implications

The study provides a comprehensive reference to scholars working in this domain.

Originality/value

The study makes a pioneering effort to comprehensively analyze the vast corpus of literature on customer engagement in B2B markets for business insights.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 11
Type: Research Article
ISSN: 0885-8624

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