Adam Powell, Charles H. Noble, Stephanie M. Noble and Sumin Han
The purpose of this paper is to examine the use of technology in customer relationship management (CRM) support capabilities by using an environmental contingency perspective. By…
Abstract
Purpose
The purpose of this paper is to examine the use of technology in customer relationship management (CRM) support capabilities by using an environmental contingency perspective. By examining the moderating effects of micro- and macro-environmental characteristics in which CRM support capabilities are used, the authors seek to extend the literature on CRM technology effectiveness in both customer commitment and overall firm performance. The authors also seek to advance managerial knowledge about CRM support capability technology utilization strategies in various market offering and dynamic market settings.
Design/methodology/approach
The authors utilized a questionnaire to collect data from a sample of 276 small business CRM managers across a wide range of industries. Measures were adapted from the existing literature, and these were largely multiple-item measures of latent variables. The hypotheses were tested using a combination of Ridge regression and a bootstrapping test of mediation. In addition, residual centering was used to reduce multi-collinearity in the interaction analysis.
Findings
The contingency/fit analysis performed in this research highlights the complex nature of the use of technology in CRM support capabilities. The benefits of a man vs a machine CRM support capability depend on the support function (whether marketing, sales, service, data access or data analysis), as well as upon the characteristics of the operating environment. Machine-based marketing support is positively related with customer commitment in turbulent markets, and machine-based service support is preferred in technologically turbulent markets. Sales support, on the other hand, is positively related to customer commitment in technologically turbulent markets when performed by man rather than machine.
Practical implications
CRM support capabilities differ across firms and markets, thus a “one size fits all” approach is not appropriate. This research shows under what conditions a machine-based approach to CRM can be effective for small businesses.
Originality/value
This research is the first to consider market offering and turbulence variables as moderators of the relationship between technology use in CRM support capabilities and customer commitment. Taking this contingency approach, the authors find that resource-based competitive advantage is obtainable based on the fit of the resources (e.g. CRM capabilities) to the environmental characteristics of the firm. Through this perspective that is unique to CRM research, the authors are able to provide both general and specific recommendations to managers and researchers.
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Carol L. Esmark, Stephanie M. Noble and John E. Bell
This paper aims to examine the impact of an open loyalty programme (anyone can join) versus a selective programme (requirements must be met) to show what types of loyalty…
Abstract
Purpose
This paper aims to examine the impact of an open loyalty programme (anyone can join) versus a selective programme (requirements must be met) to show what types of loyalty programmes are most effective. In-group identification, gratitude, stage of relationship and visibility are additionally examined.
Design/methodology/approach
Two studies use experimental methodology to initially test the relationships. A third study uses survey and panel data.
Findings
Open programmes lead to more in-group identification, while selective programmes lead to higher levels of gratitude, especially in mature stages. Visible programmes lead to more in-group identification. Industry differences are presented.
Research limitations/implications
The first two studies use a student sample (although Study 3 uses penal data). The research is limited to the variables examined. The findings add to theory by showing differences between open and selective loyalty programmes.
Practical implications
The findings show how different retailer offerings change the value and experience to the customer leading to loyalty intentions. Loyalty programme designers can tailor their programme structure to fit their customers and overall strategy. The findings also shed light on the strategic importance of tiered loyalty programmes.
Originality/value
The examination of how a customer enters a loyalty programme is not in current literature. The research shows how loyalty intentions are impacted by design of the programme, including how a customer signs up for a programme. The mechanisms through which the relationship works increase the understanding of loyalty programme effectiveness.
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Abhijit Patwardhan, Stephanie M. Noble and Ceri M. Nishihara
The primary purpose of this research is to explore the use of strategic deception as adopted by call centers endeavoring to establish relationships with consumers.
Abstract
Purpose
The primary purpose of this research is to explore the use of strategic deception as adopted by call centers endeavoring to establish relationships with consumers.
Design/methodology/approach
Qualitative interviews, over the telephone and in person, were conducted with call center employees located in India.
Findings
The findings reveal various types of strategic deception occurring in call centers. Discoveries imply that companies are training their employees to deceive consumers in order to win their trust and cooperation.
Research limitations/implications
To improve generalization of the findings, future research should include call centers located in other parts of the world and determine if other types of companies use deception in any way to build trust and perceived similarity with their customers. The paper offers an overarching typology to guide future research in this area.
Practical implications
In this research a framework is provided by which practitioners might judge the desirability of using strategic deception in light of length of relationship and reason for the consumer interaction. Future research would more fully explicate the feasibility of such deceptive approaches at various levels/depths of interaction.
Originality/value
This study adds to extant relationship marketing literature by introducing the concept of strategic deception that is counterintuitive in terms of building relationships given the theoretical importance of self‐disclosure, trust, and honesty with consumers. It also describes specific instances of strategic deception employed in foreign call centers.
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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.
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Johannes C. Bauer, Marc Linzmajer, Liane Nagengast, Thomas Rudolph and Elena D'Cruz
Many marketplace examples suggest that using gamification in the online retail shopping context boosts sales and positively affects customer loyalty. Nevertheless, more research…
Abstract
Purpose
Many marketplace examples suggest that using gamification in the online retail shopping context boosts sales and positively affects customer loyalty. Nevertheless, more research is needed to understand the effects of digital games on consumer behavior and their underlying psychological mechanisms. Therefore, this article explores how combining games and monetary rewards impacts customer satisfaction, loyalty and word-of-mouth (WOM) intentions.
Design/methodology/approach
To test our hypotheses, we designed two online laboratory experiments to stimulate an online shopping situation, as gamification in online retailing has the potential to affect an important set of outcomes for service firms throughout the consumer decision process (Hofacker et al., 2016).
Findings
The results of two lab experiments demonstrate that playing a shopping-related game without monetary participation incentive positively influences all three relational outcomes because games enhance consumers' enjoyment of the overall shopping experience. However, our findings also show that monetary rewards used to incentivize game participation diminish these effects. Gamification loses its positive effects if games are combined with monetary rewards, as consumers no longer play games to derive inherent enjoyment, but rather the extrinsic motivation of receiving a discount. We draw managerial implications about how gamification effectively and profitably fosters strong customer relationships and thus increases customer lifetime value and equity.
Research limitations/implications
This research is the first to investigate the combined effects of gamification and price discounts that require consumers to play the game in order to receive the discount. Focusing on an online shopping context, this article contributes to research on motivation by providing new and more nuanced insights into the psychological process underlying the gamification effects on consumer' long-term attitudes (i.e. satisfaction) and relational behaviors (i.e. positive WOM and loyalty) toward a retailer.
Practical implications
Based on our findings, we provide recommendations for marketers that explain how gamification can be a profitable and efficient tool to foster strong customer relationships. Retail managers should use gamification as a less costly alternative to typical price discounts.
Originality/value
Two laboratory experiments investigate how the separate and combined use of games and price discounts affects consumers' satisfaction, positive WOM intentions and loyalty. Playing a shopping-related game increases satisfaction with the retailer and positive WOM intentions as well as loyalty. Monetary rewards used to incentivize game participation eliminate the positive effects of gamification.
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Muhammad Sabbir Rahman and Md. Nusrate Aziz
The purpose of this paper is to examine consumers’ perceptions and their behavioural intentions in selecting an internet broadband service in Malaysia by inspecting young users’…
Abstract
Purpose
The purpose of this paper is to examine consumers’ perceptions and their behavioural intentions in selecting an internet broadband service in Malaysia by inspecting young users’ perceptions, in respect of the technical, functional and experience economy perspective.
Design/methodology/approach
A survey methodology using questionnaires was adopted to solicit the required information from 400 existing, as well as potential users. Data were analysed through exploratory factor analysis, confirmatory factor analysis and structural equation modelling.
Findings
The research shows that in selecting an operator's service both technical and functional qualities are highly mediated by young consumers’ perceptions in explaining their behavioural intentions. The paper also finds that the experience economy variable has a direct effect, which is more dominant on young consumers’ behavioural intentions than the indirect effect through perception, which implies a partial mediation.
Research limitations/implications
The study focused on young users’ perceptions and the implicative behavioural intentions in selecting a broadband operator within the Klang Valley area in Malaysia. Thus, it may not be generalized to all young consumers’ around the world.
Practical implications
This study identifies the perceived attributes of quality and experience economy as well as generalizing the young consumers’ buying intentions in selecting an internet broadband operator in Malaysia.
Originality/value
This research contributes to the existing literature because the study of the behavioural aspects of young consumers is of great importance for marketers to identify the consumers’ ultimate choice in internet broadband selection in Malaysia.
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Michael A Jones, Kristy E Reynolds, Mark J Arnold, Colin B Gabler, Stephanie T Gillison and Vincent Myles Landers
The purpose of this study is to explore consumers’ overall attitude toward relationship marketing and to determine the influence of consumers’ overall attitude on consumers’…
Abstract
Purpose
The purpose of this study is to explore consumers’ overall attitude toward relationship marketing and to determine the influence of consumers’ overall attitude on consumers’ intentions and behaviors. Many services companies practice relationship marketing and customer relationship management. Although the benefits and drawbacks of relationship marketing for consumers have been established, little is known about whether consumers have a relatively positive or negative attitude toward relationship marketing practices.
Design/methodology/approach
This research investigates consumers’ attitudes toward relationship marketing using a national survey of 245 consumers and a survey of 417 consumers living in the southern region of the USA.
Findings
Although approximately 70 per cent of our national consumer sample had a somewhat positive attitude toward relationship marketing, about 30 per cent had a somewhat negative or neutral attitude. Furthermore, approximately 39 per cent of consumers in the study would choose a company that does not engage in relationship marketing over a company that does. The results also indicate that consumers’ overall attitude toward relationship marketing impacts their likelihood to respond favorably to specific relationship marketing tactics.
Research limitations/implications
Some limitations should be noted. First and not uncommon to most survey research in marketing, the relationships between constructs in this study may be inflated because of common methods bias. Second, this research reports the results from two studies. Although one of the studies represents a national sample, additional research using the scales developed in this research is needed.
Practical implications
This research indicates that consumers’ attitudes toward relationship marketing impacts their willingness to engage in relationships with service companies and their response to specific relationship marketing tactics. Because consumer attitudes toward relationship marketing vary, companies should consider segmenting their customer base using this information.
Originality/value
This study extends previous research by using quantitative techniques to measure consumers’ overall attitudes toward relationship marketing and assessing the influence of those attitudes on intentions and behaviors.
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Rhiannon Stephanie Bettivia and Elizabeth Stainforth
The purpose of this article is to investigate digital public spaces and audiences and to explore the relationship of digital public spaces to both ideas of nationhood and physical…
Abstract
Purpose
The purpose of this article is to investigate digital public spaces and audiences and to explore the relationship of digital public spaces to both ideas of nationhood and physical public institutions.
Design/methodology/approach
The article investigates tensions arising from the conjuncture of public spaces and digital culture through the lens of the Digital Public Library of America (DPLA). This research uses qualitative content analysis of a range of data sources including semi-structured interviews, primary texts and secondary texts.
Findings
The construction of the public library space as a digital entity does not attract anticipated audiences. Additionally, the national framing of the DPLA is not compatible with how audiences engage with digital public spaces.
Originality/value
Drawing on original, qualitative data, this article engages with the prevalent but undertheorized concept of digital public spaces. The article addresses unreflexive uses of the digital public and the assumptions connected to the imagined audiences for platforms like the DPLA.
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Stephanie Geiger-Oneto and Elizabeth A. Minton
The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products.
Abstract
Purpose
The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products.
Design/methodology/approach
The study uses three experimental studies to investigate this relationship.
Findings
Study 1 shows that religiosity influences negative moral emotions (but not positive moral emotions), which then negatively influence luxury consumption and morality evaluations. Study 2 replicates the effects of Study 1 and shows that priming a moral (marketplace) mindset decreases negative moral emotions and increases luxury consumption evaluations for highly (less) religious consumers. Study 3 explains the effects found in Studies 1 and 2 as driven by moral licensing, such that priming a moral (marketplace) mindset decreases (increases) the negative moral emotions experienced by those primed (not primed) with religiosity. Study 3 also improves the external validity of findings by including a social media sample of regular luxury purchases. Implications for theory and marketing practice are discussed.
Research limitations/implications
The present research is limited by samples conducted in Western culture with a predominantly Western, Christian religious audience. Future research should examine how moral vs marketplace mindsets differentially influence the consumption of luxury products for Eastern religious consumers (e.g. Hindus, Buddhists and Confucianists). Additionally, this research was conducted using Allport and Ross’ (1967) religiosity measure. Some could argue that the measure is not the most representative for atheists or agnostics or is outdated, so further research would benefit from replicating and extending the findings in this paper with other, newer religiosity measures better adapted to measure all belief systems.
Practical implications
Marketers of luxury products should realize the potential of a new target audience – religious consumers. While religiosity is positively correlated with negative moral emotions toward luxury products in Study 1, Studies 2 and 3 reveal that priming a moral mindset can reduce negative affect and increase evaluations of luxury products. Thus, marketers could seek out ways to emphasize morality in messaging. For example, a marketer may incorporate words such as virtues, ethics and/or noble, when describing attributes of their brand in advertising, thereby resulting in a moral licensing effect. Research suggests advertising content has the potential to influence consumers’ perceived moral obligation, inclusive of the moral or immoral nature of the consumption of luxury brands.
Originality/value
While the link between religion and luxury goods is evident in popular culture, previous research has yet to empirically explore this relationship. This study fills this gap by investigating the role of religiosity on the perceived morality and ultimately the purchase of luxury branded goods.