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1 – 10 of over 6000Elfriede Penz and Erich Kirchler
The purpose of this paper is to respond to the call of alternative methodologies for studying household dynamics and aims to contribute to method development in international…
Abstract
Purpose
The purpose of this paper is to respond to the call of alternative methodologies for studying household dynamics and aims to contribute to method development in international marketing research.
Design/methodology/approach
Based on the Viennese Diary Study, a methodology was developed to study Vietnamese middle-class partners’ decision making. This allows for dyadic analyses and keeping track of the decision and mutual influence history in an emerging market.
Findings
The methodology proved suitable to be used in a transitional economy, which is characterized by specific cultural aspects, such as the embeddedness of decisions in close relationships and traditional role specialization.
Research limitations/implications
While the diary method is time and resource-costly with rather small sample size, it allows for detailed insight into everyday decision making. Further research might want to extend participation in the method to the extended family, which is of high importance in collectivistic cultures.
Originality/value
Since partners in a household independently reported their perceptions and behaviours during decision processes each day, the methodology allows for dyadic analyses and keeping track of everyday decision making. In addition, the role in decision making of each spouse can be analysed.
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As the consumer experience literature broadens in scope – specifically, from dyads to ecosystems and from provider-centric to consumer-centric perspective – traditional data…
Abstract
Purpose
As the consumer experience literature broadens in scope – specifically, from dyads to ecosystems and from provider-centric to consumer-centric perspective – traditional data collection methods are no longer adequate. In that context, the paper aims to discuss three little-used data collection methods that can contribute to this broader view of consumer experience.
Design/methodology/approach
The paper identifies methodological requirements for exploring the broadened view of consumer experience and reviews data collection methods currently in use.
Findings
The paper elaborates tailored guidelines for the study of consumer experience through first-hand, systemic and processual perspectives for three promising and currently underused data collection methods: phenomenological interviews, event-based approaches and diary methods.
Research limitations/implications
Although the list of identified methods is not exhaustive, the methods and guidelines discussed here can be used to advance empirical investigation of consumer experience as more broadly understood.
Practical implications
Practitioners can apply these methods to gain a more complete view of consumers’ experiences and so offer value propositions compatible with those consumers’ lifeworlds.
Originality/value
The paper principally contributes to the literature in two ways: by defining the methodological requirements for investigating consumer experience from consumer-centric, systemic and processual perspectives, and by specifying a set of data collection methods that meet these requirements, along with tailored guidelines for their use.
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Chris A. Vassiliadis and Anestis Fotiadis
This chapter aims to present and analyze how the methodology/approach of service blueprinting may contribute to managing and offering high quality experiences to sport tourists.
Abstract
Purpose
This chapter aims to present and analyze how the methodology/approach of service blueprinting may contribute to managing and offering high quality experiences to sport tourists.
Methodology/approach
In this study we use a combination of theoretical tools to develop a finalized services blueprint map for sport events. The method consists of a literature review and a presentation of empirical findings. First, using a case study, we present the process through which a small-scale sport event blueprint map was constructed. Secondly, based on a meeting with the management staff and the use of diaries, we analyze the comments of tourists in the sport event area. Thirdly, we compare and describe the main contact points between the front-line staff and sport event tourists in a service blueprint. Finally we apply the six dimensional construct domain analysis of service experiences and combine this information in a table format for the Failure, Effect, and Action analysis.
Findings
This study shows that observation, diaries, service blueprints, comment management, and FMEA (Failure Mode and Effects Analysis) are a range of corporate research approaches and management tools that can offer new insights into the theory and praxis of service management applications and can improve the experiences of sports tourists.
Research limitations/implications
This study is related to sport rural events. Researchers have to check with the same method to study the results also in other sport events.
Practical implications
The analysis of Small-Scale Sport Event Services Blueprinting can be combined with other useful managerial tools, like the Failure Mode and Effects Analysis to better manage the contact points, the “moments of truth” of tourist experiences in the sport event service system. In addition, the SMF case study shows that it is useful to point out the problematic areas in the service system using combined methods and managerial tools with the aim of enhancing and contributing to better manage sport tourism event experiences.
Originality/value
It presents the new idea of combining theoretical constructs and measurement tools in order to blueprint, analyze, and create service customer experiences.
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Jill Booth, Jane L. Ireland, Sandi Mann, Mike Eslea and Lynda Holyoak
This study aims to explore the causes, characteristics and consequences of workplace anger expression and suppression, with an additional aim of testing the emotional dimension of…
Abstract
Purpose
This study aims to explore the causes, characteristics and consequences of workplace anger expression and suppression, with an additional aim of testing the emotional dimension of Affective Events Theory.
Design/methodology/approach
Participants (n = 187) from management and non-management positions completed an event-contingent anger diary over a period of four working weeks, alongside measures on trait anger and job satisfaction.
Findings
Over 50 per cent of the sample disclosed anger-causing events. In keeping with Affective Events Theory, disposition was important, with trait anger higher in those disclosing anger-causing events. There appeared a range of factors predicting the expression of anger, with these focused primarily on individual issues and pre-existing emotion rather than work characteristics.
Originality/value
Through consideration of management and non-management workers and by using a longitudinal design, the study highlights the importance of individual factors in understanding workplace anger. It notes the value in focusing on discrete emotion. The findings offer a clear direction for future research that could assist with enhancing models of workplace emotion, particularly if the aim is to account for discrete emotions.
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Robert James Thomas, Gareth Reginald Terence White and Anthony Samuel
The purpose of this research is to understand what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on…
Abstract
Purpose
The purpose of this research is to understand what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on prescriptive product categories (games and gaming), predominantly adolescent groups and the social aspects of community engagement and actual behaviour within communities, rather than the motivations to participate with the OBC. This has ultimately limited what has been gleaned, both theoretically and managerially, from this important segment.
Design/methodology/approach
An interpretive, longitudinal position is adopted, using a sample of 261 children (113 male and 148 female) from across the UK, using event-based diaries over a 12-month period, generating 2,224 entries.
Findings
Data indicate that children are motivated to participate in a brand community for four reasons: to support and ameliorate pre-purchase anxieties, resolve interpersonal conflicts, exact social dominance in terms of product ownership and perceptions of product knowledge and to actively engage in digitalised pester power. The study also reveals that certain motivational aspects such as conflict resolution and exacting dominance, are gender-specific.
Research limitations/implications
Knowledge of children’s motivation to engage with OBCs is important for marketers and brand managers alike as the data reveal markedly different stimuli when compared to known adult behaviours in the field. Given the nature of the study, scope exists for significant future research.
Practical implications
The study reveals behaviours that will assist brand managers in further understanding the complex and untraditional relationships that children have with brands and OBCs.
Originality/value
This study makes a novel examination of a hitherto little-explored segment of consumers. In doing so, it uncovers the theoretical and practical characteristics of child consumers that contemporary, adult-focussed literature does not recognise. The paper makes an additional contribution to theory by positing four new behavioural categories relating to community engagement – dependers, defusers, demanders and dominators – and four new motivational factors which are fundamentally different from adult taxonomies – social hegemony, parental persuasion, dilemma solving and conflict resolution.
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It has been difficult to find actual events for this diary. In the period under review there has been controversy in good measure—over the future of the prices and incomes policy…
Abstract
It has been difficult to find actual events for this diary. In the period under review there has been controversy in good measure—over the future of the prices and incomes policy, over advertising, over resale price maintenance in the confectionery industry, over decimal currency—but while marketers have debated, marketing itself has tended to be over‐shadowed by major events elsewhere. The dominant outside influences were the continuation of the ‘freeze’ in prices and incomes and the Government's decision to apply for full membership of the European Economic Community. Interest was, however, provided by the outbreak of a price war in petrol associated with the introduction of a new system of ‘star’ grading, by the Co‐ops embarking upon a period of what promises to be painful re‐organisation, by the follow‐through from the R.T.P. Court's detergent prices decision, and the continuation of the tobacco marketing war. The car industry began to attract attention following the Leyland‐Rover and Rootes‐Chrysler mergers in terms which suggest that major distribution changes are to be expected.