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Article
Publication date: 8 August 2016

Alexander Rossmann, Kumar Rakesh Ranjan and Praveen Sugathan

This paper aims to complement the current understanding about user engagement in electronic word-of-mouth (eWoM) communications across online services and product…

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4734

Abstract

Purpose

This paper aims to complement the current understanding about user engagement in electronic word-of-mouth (eWoM) communications across online services and product communities. It examines the effect of the senders’ prior experience with products and services, and their extent of acquaintance with other community members, on user engagement with the eWoM.

Design/methodology/approach

The study used a sample of 576 unique user postings from the corporate fan page of two German firms: a service community of a telecom provider and a product community of a car manufacturer. Multiple regression analysis is used to test the conceptual model.

Findings

Senders’ prior experience and acquaintance positively affect user engagement with eWoM, and these effects differ across communities for products and services and across their influence on “likes” and “comments”. The results also suggest that communities for products are orientated toward information sharing, while those discussing services engage in information building.

Research limitations/implications

This research explains mechanisms of user engagement with eWoM and opens directions for future research around motives, content and social media tools within the structures of online communities. The insights on information-handling dimensions of online tools and antecedents to their use contribute to the research on two prioritized topics by the Marketing Science Institute – “Measuring and Communicating the Value of Online Marketing Activities and Investments” and “Leveraging Digital/Social/Mobile Technology”.

Practical implications

This research offers insights for firms to leverage user engagement and facilitate eWoM generation through members who have a higher number of acquaintances or who have more experience with the product or service. Executives should concentrate their community engagement strategies on the identification and utilization of power users. The conceptualization and empirical test about the role of likes and comments will help social media managers to create and better capture value from their social media metrics.

Originality/value

The insights about the underlying factors that influence engagement with eWoM advance our understanding about the usage of online content.

Details

Journal of Services Marketing, vol. 30 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 2 February 2018

Praveen Sugathan, Alexander Rossmann and Kumar Rakesh Ranjan

This study aims to conceptualize and test the effect of consumers’ perceptions of complaint handling quality (PCHQ) in both traditional and social media channels.

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2013

Abstract

Purpose

This study aims to conceptualize and test the effect of consumers’ perceptions of complaint handling quality (PCHQ) in both traditional and social media channels.

Design/methodology/approach

Study 1 systematically reviews the relevant literature and then carries out a consumer and manager survey. This approach aims to conceptualize the dimensionality of PCHQ. Study 2 tests the effect of PCHQ on key marketing outcomes. Using survey data from a German telecommunications company, the study provides an explanation for the differences in outcomes across traditional (hotline) and social media channels.

Findings

Study 1 reveals that PCHQ is best conceptualized as a five-dimensional construct with 15 facets. There are significant differences between customers and managers in terms of the importance attached to the various dimensions. The construct shows strong psychometric properties with high reliability and validity, thereby opening up opportunities to treat these facets as measurement indicators for the construct. Study 2 indicates that the effect of PCHQ on consumer loyalty and word-of-mouth (WOM) communication is stronger in social media than in traditional channels. Procedural justice and the overall quality of service solutions emerge as general dimensions of PCHQ because they are equally important in both channels. In contrast, interactional justice, distributive justice and customer effort have varying effects across the two channels.

Research limitations/implications

This study contributes to the understanding of a firm’s channel selection for complaint handling in two ways. First, it evaluates and conceptualizes the PCHQ construct. Second, it compares the effects of different dimensions of PCHQ on key marketing outcomes across traditional and social media channels.

Practical implications

This study enables managers to understand the difference in efficacy attached to different dimensions of PCHQ. It further highlights such differences across traditional and social media service channels. For example, the effect of complaint handling on social media is of particular importance when generating WOM communication.

Originality/value

This study offers a comprehensive conceptualization of the PCHQ construct and reveals the general and channel contingent effects of its different dimensions on key marketing outcomes.

Details

European Journal of Marketing, vol. 52 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 15 November 2019

Konstantin Garidis and Alexander Rossmann

Many start-ups are in search of cooperation partners to develop their innovative business models. In response, incumbent firms are introducing increasingly more…

Abstract

Purpose

Many start-ups are in search of cooperation partners to develop their innovative business models. In response, incumbent firms are introducing increasingly more cooperation systems to engage with start-ups. However, many of these cooperations end in failure. Although qualitative studies on cooperation models have tried to improve the effectiveness of incumbent start-up strategies, only a few have empirically examined start-up cooperation behavior. The paper aims to discuss these issues.

Design/methodology/approach

Drawing from a series of qualitative and quantitative studies. The scale dimensions are identified on an interview based qualitative study. Following workshops and questionnaire-based studies identify factors and rank them. These ranked factors are then used to build a measurement scale that is integrated in a standardized online questionnaire addressing start-ups. The gathered data are then analyzed using PLS-SEM.

Findings

The research was able to build a multi-item scale for start-ups cooperation behavior. This scale can be used in future research. The paper also provides a causal analysis on the impact of cooperation behavior on start-up performance. The research finds, that the found dimensions are suitable for measuring cooperation behavior. It also shows a minor positive effect on start-up’s performance.

Originality/value

The research fills the gap of lacking empirical research on the cooperation between start-ups and established firms. Also, most past studies focus on organizational structures and their performance when addressing these cooperations. Although past studies identified the start-ups behavior as a relevant factor, no empirical research has been conducted on the topic yet.

Details

Journal of Small Business and Enterprise Development, vol. 26 no. 6/7
Type: Research Article
ISSN: 1462-6004

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Article
Publication date: 9 February 2015

Kumar Rakesh Ranjan, Praveen Sugathan and Alexander Rossmann

This paper aims to conceptualize and empirically test the determinants of service interaction quality (SIQ) as attitude, behavior and expertise of a service provider (SP)…

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2236

Abstract

Purpose

This paper aims to conceptualize and empirically test the determinants of service interaction quality (SIQ) as attitude, behavior and expertise of a service provider (SP). Further, the individual and simultaneous effects of SIQ and its dimensions on important marketing outcomes are tested.

Design/methodology/approach

The narrative review of extant research helps formulate a conceptual model of SIQ, which is investigated using the univariate and multivariate meta-analysis.

Findings

There are interdependencies between drivers of SIQ that underlines the need to conceptualize service interaction as a dyadic phenomenon; use contemporary multilevel models, dyadic models, non-linear structural equation modeling and process studies; and study new and diverse services contexts. Meta-analysis illustrates the relative importance of the three drivers of SIQ and, in turn, their impact on consumer satisfaction and loyalty.

Research limitations/implications

The meta-analysis is based on existing research, which, unfortunately, has not examined critical services or exigency situations where SIQ is of paramount importance. Future research will be tasked with diversifying to several important domains where SIQ is a critical aspect of perceived service quality.

Practical implications

This study emphasizes that, although the expertise of an SP is important, firms would be surprised to learn that the attitude and behavior of their employees are equally important antecedents. In fact, there is a delicate balance that needs to be found; otherwise, attitudinal factors can have an overall counterproductive effect on consumer satisfaction.

Originality/value

This paper provides an empirical synthesis of SIQ and opens up interesting areas for further research.

Details

Journal of Services Marketing, vol. 29 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 2 October 2019

Sabrina Lechler, Angelo Canzaniello, Bernhard Roßmann, Heiko A. von der Gracht and Evi Hartmann

Particularly in volatile, uncertain, complex and ambiguous (VUCA) business conditions, staff in supply chain management (SCM) look to real-time (RT) data processing to…

Abstract

Purpose

Particularly in volatile, uncertain, complex and ambiguous (VUCA) business conditions, staff in supply chain management (SCM) look to real-time (RT) data processing to reduce uncertainties. However, based on the premise that data processing can be perfectly mastered, such expectations do not reflect reality. The purpose of this paper is to investigate whether RT data processing reduces SCM uncertainties under real-world conditions.

Design/methodology/approach

Aiming to facilitate communication on the research question, a Delphi expert survey was conducted to identify challenges of RT data processing in SCM operations and to assess whether it does influence the reduction of SCM uncertainty. In total, 14 prospective statements concerning RT data processing in SCM operations were developed and evaluated by 68 SCM and data-science experts.

Findings

RT data processing was found to have an ambivalent influence on the reduction of SCM complexity and associated uncertainty. Analysis of the data collected from the study participants revealed a new type of uncertainty related to SCM data itself.

Originality/value

This paper discusses the challenges of gathering relevant, timely and accurate data sets in VUCA environments and creates awareness of the relationship between data-related uncertainty and SCM uncertainty. Thus, it provides valuable insights for practitioners and the basis for further research on this subject.

Details

International Journal of Physical Distribution & Logistics Management, vol. 49 no. 10
Type: Research Article
ISSN: 0960-0035

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Article
Publication date: 26 May 2020

Jennifer Lee Burton, Jill R. Mosteller and Kellie E. Hale

To inform and optimize frontline service interactions associated with higher education recruitment, the linguistic content and context of online posts by brand ambassadors…

Abstract

Purpose

To inform and optimize frontline service interactions associated with higher education recruitment, the linguistic content and context of online posts by brand ambassadors and prospective students in a brand community are examined.

Design/methodology/approach

Using Linguistic Inquiry Word Count (LIWC) with content analysis, the authors examine over 20,000 online communication posts to identify prospects’ needs and communication styles that may inform brand ambassadors’ outreach efforts.

Findings

Analysis reveals linguistic differences between brand ambassadors’ and prospective students’ posts across public and private spaces, suggesting gaps in exchange efficacy. Publicly, prospects express more positive emotion, affiliation and authenticity than in private posts, where posting engagement is the highest. Prospects overall low clout language, combined with brand ambassadors’ low authenticity scores, suggest limited influence in exchange efforts. Theoretically, findings suggest that given the hedonic nature of public exchanges, this is where brand ambassadors may be more influential than in private, utilitarian informational exchanges. An integrated influencer marketing servicescape model is developed to guide future research.

Originality/value

Findings extend and integrate the online servicescape and influencer marketing literatures by revealing the importance of service interaction context and linguistic styles in enhancing frontline informational exchanges. Aligning linguistic language such as analytical thought, clout, authenticity, emotional tone, temporal focus and affiliation between public and private contexts may enhance authenticity in frontline service interactions, thereby enhancing communication effectiveness.

Details

Journal of Services Marketing, vol. 35 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 18 October 2018

Minna Saunila, Juhani Ukko and Tero Rantala

The purpose of this paper is to examine customer engagement behavior (CEB) in digital environments. Specifically, the paper seeks to determine the factors that affect CEB…

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1230

Abstract

Purpose

The purpose of this paper is to examine customer engagement behavior (CEB) in digital environments. Specifically, the paper seeks to determine the factors that affect CEB in the different parts of the digital service process.

Design/methodology/approach

A longitudinal, qualitative, single-case study is used to examine CEB in digital environments. The selected case company is a provider of streaming TV services. Both primary data, gathered from interviews, focus groups and participant observations in meetings with a selected focus group, and secondary data, gathered from company websites sources, were used.

Findings

This study shows that CEB is determined by different factors in different phases of the digital service process. Moreover, the results show that engagement is highlighted during the front-end phase of the process. During the back-end phase, the role of engagement is realized by maintaining and updating solutions.

Originality/value

The originality of the research is based on the study of CEB in the context of the digital service process. The factors that affect CEB are classified as customer-based, firm-based and context-based factors.

Details

Journal of Manufacturing Technology Management, vol. 30 no. 8
Type: Research Article
ISSN: 1741-038X

Keywords

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Article
Publication date: 10 May 2011

Laura Ilonen, Jody Wren, Mika Gabrielsson and Markku Salimäki

The purpose of this paper is to clarify the different roles and implications of a manufacturer's branded retail operations on its international strategy. The roles are…

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4918

Abstract

Purpose

The purpose of this paper is to clarify the different roles and implications of a manufacturer's branded retail operations on its international strategy. The roles are analyzed through two dimensions, brand strength and the role of branded retail as a sales channel.

Design/methodology/approach

A multiple case study approach is used to look at the international development of branded retail in four companies, LEGO, Nokia, Iittala and H & M.

Findings

This study finds that there are at least two approaches to implementing branded retail strategy internationally that can be and often are overlapping. Emphasis on branding appears to be important in both approaches. However, the role of the branded retail as a direct sales channel differs between the case companies. The paper discusses and demonstrates the importance and role of branded retail for companies not generally seen as retailers, from both sales and brand management perspectives.

Originality/value

The paper contributes by narrowing the evident research gap regarding this current and seemingly global phenomenon.

Details

International Journal of Retail & Distribution Management, vol. 39 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 8 June 2021

Fernanda Kalil Steinbruch, Bernardo Soares Fernandes, Leandro da Silva Nascimento and Paulo Antônio Zawislak

The purpose of this paper is to identify the main activities that startups outsource and the elements involved in outsourcing decisions.

Abstract

Purpose

The purpose of this paper is to identify the main activities that startups outsource and the elements involved in outsourcing decisions.

Design/methodology/approach

A multi-case study composed of Brazilian startups was conducted. Data through interviews and secondary sources were obtained. Two groups of startups were considered and analyzed comparatively: startups in the development stage and in the sales stage.

Findings

The findings show that even though the literature suggests that the core business should not be outsourced, some startups do have to outsource this kind of activity. That was the main difference found between startups in the sales stage and in the development stage: the former group has a solid structure, knowledge and resources, so they can keep the core business inside the firm; whereas the latter group has little experience, scarce knowledge and resources, making outsourcing a more attractive alternative.

Originality/value

Theoretically, this paper approaches a perspective underexplored in the innovation and management literature: outsourcing in startups. It highlights how outsourcing, as a decision between making and buying, can help startups to improve success potential. In practice, this paper discusses and demonstrates why and what can be outsourced by startups in the development and in the sales stages to overcome their limitations and, consequently, achieve better innovative results.

Details

Journal of Entrepreneurship in Emerging Economies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4604

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Article
Publication date: 1 July 2014

Melissa Gasparotto

The purpose of this paper is to analyze the bibliography citations from dissertations submitted to the Department of Spanish and Portuguese at Rutgers University from the…

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359

Abstract

Purpose

The purpose of this paper is to analyze the bibliography citations from dissertations submitted to the Department of Spanish and Portuguese at Rutgers University from the ten-year period of 2003-2012. The objective of the analysis is to aid in collection development decisions, facilitate outreach to graduate students in the department and to understand possible changes in disciplinary methodologies and research needs in the field over the last decade.

Design/methodology/approach

Descriptive research design was used for the study. Bibliography citation data were extracted from all dissertations submitted to the Department of Spanish and Portuguese from the period 2003-2012. Statistical analysis was performed on the collected citation data, and conclusions were drawn from the results.

Findings

The study demonstrates that, despite the oft-mentioned “decline of the monograph”, the monograph remains very heavily used by PhD students in Spanish and Portuguese at Rutgers University, and that monographs continue to be cited at significantly higher rates and for longer periods than journal articles. This holds true for the humanities dissertations in Spanish literature as well as social science dissertations in Spanish linguistics. The study further finds that open access journals in Spanish literature are cited more frequently than closed access journals.

Practical implications

The findings suggest that it is more user-responsive to allocate retrospective collections funds for filling in monographic gaps than journal coverage gaps, as journal articles are cited less frequently and for shorter periods, while monographs are cited more frequently and for slightly longer periods after they are published. The findings also suggest that current monographic expenditures be maintained or augmented to continue serving current and future graduate student research needs in Spanish and Portuguese. Further, the large number of monograph chapters cited suggests that book chapter document delivery services could be an important addition to a library’s suite of services if it is not already provided.

Originality/value

This paper is the first analysis of Spanish and Portuguese dissertations conducted at Rutgers University and provides important contextual information for meeting the research needs of graduate students in the department through collection development and related services. Other research has documented that dissertation citation patterns are at least partially predictive of faculty citation patterns, making the findings of this study applicable to serving faculty research and collections needs in the department, as well. The findings are relevant to collection development, access services and librarian-department liaison relationships.

Details

Collection Building, vol. 33 no. 3
Type: Research Article
ISSN: 0160-4953

Keywords

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