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Article
Publication date: 1 March 1999

Grete Birtwistle, Ian Clarke and Paul Freathy

The key purpose of this paper is to examine the principal dimensions involved in store‐choice decisions and to discuss the trade‐off consumers make in their judgments…

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1080

Abstract

The key purpose of this paper is to examine the principal dimensions involved in store‐choice decisions and to discuss the trade‐off consumers make in their judgments between salient variables. The process of conjoint analysis is considered, in the first section of the paper, as a means to understanding the behavioural dimensions of customer segmentation. The second section explores this link, with reference to recent research undertaken with a multiple menswear fashion retailer. Respondents were interviewed to elicit their preferred ‘bundle’ of store‐choice attributes, which they felt influenced them in their choice of where to shop. In the third section of the paper, an attempt is made to evaluate the trade‐offs involved in the choice process.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 1 May 1974

Martin Christopher and Gordon Wills

Customer service levels are seen as the linchpin of an effective marketing logistics strategy for any company. Careful consideration is given to the components of customer

Abstract

Customer service levels are seen as the linchpin of an effective marketing logistics strategy for any company. Careful consideration is given to the components of customer service and each element is examined to identify its cost and revenue aspects. Segmented customer service policies are reviewed and taxonomic criteria proposed. The trade‐offs within the total logistics mix which are concomitant with changes in service offered are examined. Equally, a distinction is drawn between subjective service levels (i.e., displayed availability at point‐of‐purchase/use) and objective service levels. Control procedures to monitor the operational management of service levels decided upon are enumerated and procedures for interpreting customer complaints described. Experimental approaches are proposed by which managements can seek to move towards more cost effective service policies.

Details

International Journal of Physical Distribution, vol. 4 no. 6
Type: Research Article
ISSN: 0020-7527

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Article
Publication date: 1 June 2005

Ted Karlsson, Christer Kuttainen, Leyland Pitt and Stavroula Spyropoulou

To determine the impact of price on consumer decision making in online environments.

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3252

Abstract

Purpose

To determine the impact of price on consumer decision making in online environments.

Design/methodology/approach

Uses a conjoint experiment to investigate the trade‐offs customers make when choosing and to establish their relative weights in online and offline situations.

Findings

Finds that customers expect prices to be lower in an online environment than in a traditional sales channel.

Research limitations/implications

Despite acknowledged limitations of experimental design and student samples, the findings have both theoretical and practical implications.

Practical implications

Marketing planners can use the intelligence gained from conjoint studies such as this to improve the design and implementation of online retail experiences.

Originality/value

Compares online and offline shopping environments with specific regard to the importance of price in each in the consumer decision‐making processes, a hitherto overlooked issue in marketing research.

Details

Marketing Intelligence & Planning, vol. 23 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 February 1989

Jay U. Sterling and Douglas M. Lambert

Although significant advances have been made in customer serviceresearch, a majority of this research has concentrated on defining andmeasuring the importance of customer

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1234

Abstract

Although significant advances have been made in customer service research, a majority of this research has concentrated on defining and measuring the importance of customer service in isolation from the other components of the marketing mix. In order to achieve a competitive advantage from customer service, it is necessary to establish service levels as part of the firm′s overall marketing strategy. This monograph reviews the development of customer service; evaluates past customer service research; presents a methodology for integrating customer service and marketing strategy, and provides some suggestions for future research.

Details

International Journal of Physical Distribution & Materials Management, vol. 19 no. 2
Type: Research Article
ISSN: 0269-8218

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Article
Publication date: 1 May 1998

Grete Birtwistle, Ian Clarke and Paul Freathy

Research into store image, market positioning and store choice has mainly been carried out in supermarkets or department stores and only a limited amount in speciality…

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10289

Abstract

Research into store image, market positioning and store choice has mainly been carried out in supermarkets or department stores and only a limited amount in speciality retailing. This study uses conjoint analysis to examine the way consumers choose where to purchase menswear fashion clothing, based on their perception and trade‐off of four attributes ‐ price, quality, selection and staff ‐ shown to be important in previous research. The results indicate that quality was the most important attribute to the respondents in this study. The paper concludes by analysing sub‐segments of shopping preferences for customers of Next for Men, a UK fashion retailer.

Details

International Journal of Retail & Distribution Management, vol. 26 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 April 2004

Loon‐Ching Tang and Pierre Paoli

A new optimization model for setting the target values of the technical attributes of a product is presented. The framework not only considers customer satisfaction…

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1102

Abstract

A new optimization model for setting the target values of the technical attributes of a product is presented. The framework not only considers customer satisfaction targets, but also the cost target. This enables one to weigh the trade‐off between these two objectives according to his preferences. The formulation is capable of generating a set of Pareto‐optimal solutions with respect to customer satisfaction and cost thus allowing the development team to explore their viability in relation to the subsequent houses of quality. At the same time, the scheme is simple enough to be implemented using a spreadsheet and the Excel solver. Uses a desirability function approach to represent the technical attributes’ values so as to adapt to different directions of improvement for different technical attributes. For illustration purposes, a case study of a digital camera is presented using a simpler variant of the model so that various sensitivity analyses can be performed.

Details

International Journal of Quality & Reliability Management, vol. 21 no. 3
Type: Research Article
ISSN: 0265-671X

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Article
Publication date: 27 September 2011

Herman B. Kok, Mark P. Mobach and Onno S.W.F. Omta

The purpose of this paper is to define the added value of facility management (FM) in general and to develop a typology of facility services based on their added value in…

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5393

Abstract

Purpose

The purpose of this paper is to define the added value of facility management (FM) in general and to develop a typology of facility services based on their added value in the educational environment.

Design/methodology/approach

This paper is based on a literature review and first assesses the different aspects of FM added value. The different variables and relations between the use of facility services and their effects on the educational achievement are then conceptualised and studied.

Findings

Research shows that FM added value is the customer perceived trade‐off between the effects of the use of facility services on the outcome of their processes, its costs and risks. On this basis, a typology of facility services was constructed around their level of fixity and their influence on the learning outcome.

Practical implications

The typology strongly indicates for FM when to engage in the decision‐making process relating to the educational environment in order to contribute to education. Also the typology is useful for deriving priorities for adjusting the current use situation of facility services to enhance their effectiveness in both a time and financially efficient manner.

Originality/value

This paper operationalises the concept of FM added value and provides several hypotheses and firm recommendations for further research to maximise the contribution of FM. The paper also presents a practical framework for evidenced‐based decision making on the use of facility services in the educational environment. It thus offers opportunities for FM to support the future learning landscape.

Details

Journal of Facilities Management, vol. 9 no. 4
Type: Research Article
ISSN: 1472-5967

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Article
Publication date: 10 July 2017

Deniz Kucukusta

This research aims to investigate how Chinese leisure travelers value hotel amenities when they book hotel rooms in Hong Kong.

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3518

Abstract

Purpose

This research aims to investigate how Chinese leisure travelers value hotel amenities when they book hotel rooms in Hong Kong.

Design/methodology/approach

The research method was based on a conjoint analysis approach. Conjoint models were developed to determine how people make decisions and what they really value in products or services.

Findings

Price had the highest average importance value, followed by airport/local area shuttles, wireless internet, breakfast and quality of coffee/tea. Price, airport/local area shuttles and wireless internet were rated as being relatively more important than breakfast and quality of coffee/tea.

Research limitations/implications

This research has some limitations in terms of the generalizability of its findings to all hotels and travelers. First, only four hotel amenities were considered. Second, the research focused on Chinese leisure travelers staying in hotels in Hong Kong. Finally, the sample only consisted of leisure travelers.

Practical implications

This research shows that providing complimentary breakfast and free access to quality coffee/tea when a hotel already provides a shuttle service and free wireless internet does not add much value to the overall hotel product from the customer’s point of view. Moreover, it provides insights into how hotel professionals can customize and select the amenities they provide to impress their customers.

Originality/value

This research has significant implications for hotel managers’ efforts to formulate and implement strategies or tactics in their daily operations or long-term plans through the selection of hotel amenities.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 7
Type: Research Article
ISSN: 0959-6119

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Book part
Publication date: 14 January 2019

Bilgehan Bozkurt

Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

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Article
Publication date: 1 September 1999

L.C. Koo, Fredrick K.C. Tao and John H.C Yeung

Conjoint analysis has emerged as a contemporary research technique to reveal consumers’ preference towards choosing a particular restaurant. Through some focus group…

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6345

Abstract

Conjoint analysis has emerged as a contemporary research technique to reveal consumers’ preference towards choosing a particular restaurant. Through some focus group discussions, a list of restaurant attributes was identified as important for restaurant‐goers in deciding where to dine. While the research was based on Hong Kong experience, the research technique can be generalised to restaurant choices in other countries. It is possible to segment the restaurant market by different meal purposes (i.e. family meal, business meal and tourists) and employee groups (i.e. service sector, hotels and floating restaurants). The concept of decentring was applied in the study to help reveal restaurant preferences as perceived by the respondents standing in the shoes of others.

Details

International Journal of Contemporary Hospitality Management, vol. 11 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

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