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Attempts to assess the performance of five selected private banking institutions in the Philippines in order to determine how these perform at their vital functions, and to what extent they implement their savings consciousness programme, marketing campaign programme, technological innovation and outreach programmes. Findings reveal that all the banking functions perform well except for insurance. Suggests the banks are implementing the programmes as a gesture of sensitivity to the needs of their customers. Discusses how they use a variety of marketing tools such as posters, brochures, leaflets, product kits and media exposure through broadcast and print media, which are considered by the research as the most effective means of promoting the bank’s products and services.

Outlines the findings of a study into the secondary destination choices of tourists visiting the Philippines. Defines the tourist mega‐system. Looks at the framework and methodology used and attempts to link these with the holistic approach of Jafari regarding tourism structure and stages which the tourists go through.

The purpose of this paper is to see whether people who serve and people who receive service in restaurants are aware of the factors that researchers and restaurant professionals believe affect the size of tips.

The research comprises two studies. Study 1 focuses on waiters – an anonymous questionnaire was used. Study 2 was designed to assess the attitudes and beliefs of customers about the same variables that waiters had earlier reported on.

The findings confirmed a number of hypotheses. Respondents claim that they themselves tip more than most people. Results indicate that waiters‐customers were more generous tippers and were more accurate in the bill than customers. Although waiters and customers share many beliefs about tipping, waiters may be more aware than customers of the relevant characteristics of the situation and of the individual involved.

Additional research is needed to help managers to identify dissatisfied customers by training to watch customers and read customers' non‐verbal signals of dissatisfaction. The study may be a useful approach to studying other occupations as well.

The findings suggest that management should not rely on tips as the only motivation for service, and as an indicator of waiters' performance and level of customers' satisfaction.

This current effort was undertaken using the new dyad, non‐waiter customer versus waiter‐customer, to capture the effect of experience and understanding of the waiters' role in the tipping process.

The study tried to develop a product‐market structure of the fast‐food restaurants in the Philippines. Using the concept of hierarchical clustering based on substitution‐in‐use, the influence of three categories of situational influence were used to modify the original choice‐market mix relationship at every clustering stage. Changes in the importance of the individual components of the product‐service mix served as the basis of the link‐up among competing fast‐food restaurants.

This paper aims to assess the status of the organizational commitment construct and introduce a new way of looking at organizational commitment – especially in early stages of employment, wherein the target company seems to be having problems.

Change in organizational commitment is measured at two points in the early employment of new salespersons in order to isolate the effects of early employment exposure of the medical representatives, a period of 18‐month when attrition of new employees is high.

Training satisfaction and perceived reward equity were the only antecedent factors that showed significant positive relationship with organizational commitment. Manager commitment showed positive contribution, the relationship was not significant. All the three antecedents significantly contributed to organizational commitment. The strongest contributor was manager commitment.

The sample time frame is limited to two data points. Additional research is needed to determine whether these variables have similar influence in other organizations or whether other antecedent variables can be identified.

Company management must pay more attention to early employment experiences. New salespersons need the training to feel competent and able to meet company mandated and/or personal objectives. Salespeople have primary contact to the organization via their immediate sales manager and need to feel like they are fairly rewarded for their efforts. Commitment to the organization partly due to a commitment to the area manager. It is important to build strong relations at the area manager level.

This effort is a by‐product of a research activity on the effectiveness a pharmaceutical company's training program for newly hired sales representatives.

Branding is important to manufacturers, retailers and consumers. Brands with higher brand equity have higher sales. The growth of mobile phone subscriptions is considerably faster in the Philippines. Advertising and promotion are undertaken through cooperation between the service providers and mobile phone manufacturers. The study tries to find out the effects of the different activities on consumer choice of mobile phone brands. A total of 800 respondents participated in the survey. Results of the stepwise regression analysis indicate the initial effect of advertisements of service providers is felt during the third iteration but moved during the next iteration phase. The consumers relate information about the service provider with a combination of brand concept and unit usage flexibility. The relationship of variable to choice is significant with only price upward difference with current model showing an inverse relationship and the brand concept commanding the highest positive contribution.

This article focuses on the possible relationship between the parent brand and a new brand extension. In particular, the study focuses on the impact of a parent brand on the trial of the extension and the reciprocal effect of a successful trial of new brand extensions positioned horizontally and vertically on the parent brand. Results show positive influence of the parent brand on the trial of the extension. Successful trial also helped the parent brand on a reciprocal basis, particularly among the non‐loyal users and non‐users of the parent brand. Another finding is the moderating effect of category positioning on the magnitude of the reciprocal effect of the brand extension on the parent brand. There is also an indication that prior parent brand experience acts as a moderator of reciprocal effects.

Image has been found to be one of the important influences in the selection of consumers' choice for visiting and investing in a destination leading to sustainable development. Important determinants of tourism namely, knowledge of destination attractions and image association were employed in this research based on previous studies in a number of fields. The research reported in this paper presents the results of an empirical test of the determinants related to tourism using Liverpool as a case study because of its selection as the European Capital of Culture (CoC) for 2008. European Capital of Culture scheme has among its many objectives the idea of sustainable development for the chosen CoC. Combination of data collection methods was used for the research. The paper contributes to the ongoing debate on destination image association by providing empirical evidence through the case study or Liverpool as well as how consumers relate to a destination and especially a CoC. One of the major findings of the study was the identification of image association clusters with regard to Liverpool as a CoC. We brand this clusters as the ‘tangible attractions cluster’ and ‘intangible attractions cluster’. The results of this research provide important implications for strategic image management and can aid in designing and implementing sustainable marketing programs for creating and enhancing tourism destination images.