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Article
Publication date: 18 April 2017

Lena-Marie Rehnen, Silke Bartsch, Marina Kull and Anton Meyer

New approaches in loyalty programs try to activate membership by rewarding not just financial transactions but also customer engagement. The purpose of this paper is to…

Abstract

Purpose

New approaches in loyalty programs try to activate membership by rewarding not just financial transactions but also customer engagement. The purpose of this paper is to analyze the effect of rewarded customer engagement on loyalty intentions and behavior by applying a social media context.

Design/methodology/approach

A field study in the mobility service industry (focus groups (n=18) and questionnaire (n=1,246)) and a laboratory experiment (n=141, 2 (rewarded engagement and transaction/rewarded transaction)×2 (low/high reward) between subjects design) were conducted to determine the effect of rewarded engagement on loyalty.

Findings

In the field study, the participants could gather loyalty points through their social media engagement. Their attitudinal loyalty to the loyalty program and the company was significantly higher than that of the loyalty members who collected points solely through transactions. This effect is especially prevalent with respect to engagements rewarded with monetary incentives and is underlined by behavioral data. The results of the laboratory experiment show that rewarded engagement positively moderates the impact of intrinsic motivation on loyalty intentions. Offering rewarded engagement in loyalty programs offsets the undermining effect of rewards.

Practical implications

Rewarding customers for social media engagement can be a beneficial way of boosting active participation in loyalty programs, but this experience should be enjoyable and self-determined.

Originality/value

The study is the first to show the impact of rewarded customer engagement on the attitudinal and behavioral loyalty of members of a loyalty program.

Details

Journal of Service Management, vol. 28 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 19 June 2017

Ana Jakic, Maximilian Oskar Wagner and Anton Meyer

Social media encourage interactions between customers and brands. Concerning the cues utilized during social media interactions, verbal cues (i.e. the language used) gain…

Abstract

Purpose

Social media encourage interactions between customers and brands. Concerning the cues utilized during social media interactions, verbal cues (i.e. the language used) gain importance, since non-verbal and paraverbal cues are hard to convey via social media. Looking at interpersonal interactions, interlocutors adopt each other’s language styles or maintain their own language style during interactions to build trust. Transferring these insights to social media, the purpose of this paper is to test the effects of a brand’s language style accommodation in brand-customer interactions on brand trust and on its antecedents.

Design/methodology/approach

Two quantitative pre-studies (n1 (questionnaire)=32, n2 (laboratory experiment)=199), and one quantitative main study (n3 (laboratory experiment)=427) were conducted to determine the effects of a brand’s language style accommodation on brand trust.

Findings

In line with communication accommodation theory, this paper reveals that the impact of a brand’s accommodation strategy on brand trust is mediated by perceived relationship investments, such as perceived interaction effort, benevolence, and quality of interaction. This paper also underscores language style’s roles and its fit, and sheds light on situational factors such as purchase decision involvement and the valence of the content.

Originality/value

This paper is the first to transfer cross-disciplinary theories on interpersonal interactions to brand-customer interactions in social media. Thus, the authors derive the effects of language style accommodation on brand trust as well as further mediating effects.

Details

Journal of Service Management, vol. 28 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 7 August 2017

Fabian Göbel, Anton Meyer, B. Ramaseshan and Silke Bartsch

The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context.

Abstract

Purpose

The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context.

Design/methodology/approach

The persuasion knowledge model was used to explore the impact of CA on brand evaluations. A factorial design experiment was conducted in a social media context (YouTube).

Findings

The results of the study show that triggering knowledge about CA changes the way consumers respond to unfamiliar brands that use such tactics. This implies that for unfamiliar brands, with future development of persuasion knowledge, CA in social media will not only be ineffective but also detrimental with damaging effects on the brand.

Research limitations/implications

An important contribution of this study lies in the application of the persuasion knowledge model to social media context.

Practical implications

The results indicate that firms should desist from covert product and brand communications in social media contexts, and instead employ disclosed brand communications.

Originality/value

Given that the effects of CA have not been investigated in an online context, this study makes a unique contribution to brand communications research by providing valuable insights and better understanding of the effects of CA in social media, specifically YouTube.

Details

Marketing Intelligence & Planning, vol. 35 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 1 February 1997

Gerhard Krönes

In this paper, after an elucidation of several central concepts of the topic, the author focuses on the sales channels in tourism and clarifies the role retailers play in…

Abstract

In this paper, after an elucidation of several central concepts of the topic, the author focuses on the sales channels in tourism and clarifies the role retailers play in the market. He shows that the existence of institutional travel retailers is generally based on transaction costs, and that thanks to the automation the level of dependence on transaction costs can be reduced. This thesis induces the question to what extent the retailers' performances can be automated. In answer to this question the author creates a list of criteria including the following aspects; the general and occasional suitability of retail products (e g tickets, travel packages), the availability of technical equipment and information necessary for the automation at the points of sale and in the households (buyers), the level of complexity and acceptance regarding the handling of automated travel services. The paper comes to the conclusion that the automation of travel services will probably be used mainly by business travelers, whereas private customers will more likely keep their affinity for conventional retailers.

Details

The Tourist Review, vol. 52 no. 2
Type: Research Article
ISSN: 0251-3102

Keywords

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Article
Publication date: 1 October 1999

Anton Meyer, Richard Chase, Aleda Roth, Chris Voss, Klaus‐Ulrich Sperl, Larry Menor and Kate Blackmon

This paper provides a cross‐country examination of service management practice and performance of service organizations in the UK, USA and Germany. The findings reported…

Abstract

This paper provides a cross‐country examination of service management practice and performance of service organizations in the UK, USA and Germany. The findings reported are based on a sample of firms from the international service study (ISS) from four service sectors: financial services, professional services, hotels, and utilities. The paper argues that generally there are differences in services management practices and performance and, more specifically, that service quality performance may be explained by the nature and market dynamics of the service sector within the individual countries.

Details

International Journal of Service Industry Management, vol. 10 no. 4
Type: Research Article
ISSN: 0956-4233

Keywords

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Article
Publication date: 16 October 2007

Nina Specht, Sina Fichtel and Anton Meyer

Do customers recognize the effort and abilities of employees in service encounters? If so, to what extent do their perceptions influence customer satisfaction? The paper…

Abstract

Purpose

Do customers recognize the effort and abilities of employees in service encounters? If so, to what extent do their perceptions influence customer satisfaction? The paper seeks to answer these questions.

Design/methodology/approach

Two empirical studies, including a critical incident study and a video‐based experiment. Theoretically, this paper builds on motivation theory, naïve psychology, and attribution theory.

Findings

Customers spontaneously and explicitly judge service encounters on the basis of service employees' effort and abilities, perceived through certain behavioral cues. The specific, direct impact of perceived effort and abilities on customer satisfaction varies for different service types.

Research limitations/implications

Taking different dependent variables into account (e.g. customer emotions, customer loyalty and brand perceptions) might offer a valuable contribution to the fields of service or brand research.

Practical implications

Companies must examine customers' perceptions of their employees' encounter behavior in depth to evaluate and effectively and efficiently manage perceived effort and abilities as the main determinants of customer satisfaction. They should acknowledge behavioral training represents a significant satisfaction management approach.

Originality/value

The paper offers interdisciplinary theoretical foundation, brings in innovative research methods and combines content and methodology to a new scientific framework for the field of service research as well as practical application for companies.

Details

International Journal of Service Industry Management, vol. 18 no. 5
Type: Research Article
ISSN: 0956-4233

Keywords

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Article
Publication date: 1 January 2003

Jörg Frehse

European hotels, which tend to be individual businesses, have a hard time resisting the continued globalization pressure. In order to survive the fierce international…

Abstract

European hotels, which tend to be individual businesses, have a hard time resisting the continued globalization pressure. In order to survive the fierce international competition, Europe's hotel business needs to offer their potential customers an added value that they do not receive from hotel chains. The author shows how European hotels can prevail by developing international service competencies.

Details

Tourism Review, vol. 58 no. 1
Type: Research Article
ISSN: 1660-5373

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Book part
Publication date: 30 December 2013

Salvador Anton Clavé

This chapter reflects upon the trajectory of research in the geography of tourism in Spain. It begins with a review, including the evolution of the main topics present in…

Abstract

This chapter reflects upon the trajectory of research in the geography of tourism in Spain. It begins with a review, including the evolution of the main topics present in the subdiscipline, with a special focus on developments since the 1990s. This is followed by an analysis of the current role and potential impact of academic tourism geography and a discussion on the recent growth in the publication of research results in international journals. Of importance are the institutional factors that explain the increasing recognition of research on the geography of tourism in Spain. Finally, the chapter discusses the hegemony of positivist approaches pivoting on land use, local and regional development, impact analysis, and landscape transformation, as well as the emerging links between Spanish tourism geography and the international mainstream schools of thought.

Details

Geographies of Tourism
Type: Book
ISBN: 978-1-78190-212-7

Keywords

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Article
Publication date: 10 April 2017

Michael Czinkota

The purpose of this paper is to analysis the relationship between business ethics and business activities in the dynamic world. Corporations are increasingly expected to…

Abstract

Purpose

The purpose of this paper is to analysis the relationship between business ethics and business activities in the dynamic world. Corporations are increasingly expected to play a stronger role as a collaborator with government and society in finding solutions to future challenges. Money no longer is the only or ultimate outcome of business. Business executives like to see themselves as self-sufficient, societally supportive and leading.

Design/methodology/approach

This paper is a case study.

Findings

Four new core areas need to be understood which are a field’s pillars for a shining business position: truthfulness, simplicity, expanded participation and personal responsibility. In addition, the introduction of guiding key tenets in the educational curriculum of business schools need to be considered.

Originality/value

This study focuses on business ethnics.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

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Abstract

Details

Geographies of Tourism
Type: Book
ISBN: 978-1-78190-212-7

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