Search results

This study aims to examine the effects interpersonal, service product and message factors has on positive and negative word of mouth's (WOM) influence. The study also sought to address the impact WOM had on changes in people's willingness to use a service provider.

A total of 495 consumers who had received positive WOM and 505 who had received negative WOM in the prior 12 months completed an online survey. The sample was recruited through a national online consumer panel provider.

Positive WOM was more effective and positive WOM messages had a greater effect on people's willingness to use a service than did negative WOM. Paradoxically, the strength of WOM and interpersonal factors had more impact on the influence of negative WOM, while brand equity enhanced positive WOM and acted as a buffer to negative WOM.

The study was conducted in a services context and may not necessarily be generalizable to product contexts. Further, the factors enhancing WOM in online contexts need to be examined, although the present model's constructs (e.g. homophily) are not equivalent in this context.

Different circumstances may enhance or detract from the influence of positive and negative WOM. Managers should maximise the verbal strength of positive WOM messages and generate positive brand equity perceptions, as this offers a buffer to negative WOM. Recommendations also include addressing customer education and socialisation to enhance WOM message influence.

The study extended prior WOM research by addressing interpersonal, service product and message factors, as well as the change in intended behaviour for positive and negative WOM.

The approach to integrate concepts from different disciplines so as to solve the problems facing smallholder farmers has gained momentum in recent years. However, very little is known about how word-of-mouth (WOM) dimensions can be used in agricultural marketing to explain market participation among smallholder farmers. Therefore, this study investigates the perceived usefulness of WOM in explaining smallholder farmers’ market participation.

The cross-sectional design was carried out to survey a sample of 467 smallholder farmers. This study used partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4 to test hypotheses.

The results revealed that WOM dimensions such as expertise differential, strong tie and trustworthiness among smallholder farmers significantly influence the WOM message delivery. Likewise, the findings suggest that WOM message delivery significantly influences market participation among smallholder farmers. Finally, it was revealed that WOM message delivery significantly mediates the relationship between WOM dimensions and market participation.

This study provides useful insights to smallholder farmers on how to use WOM dimensions to enhance more market participation in formal markets, especially through proper WOM message delivery.

The current study solves the problem of information asymmetry among smallholder farmers through WOM. It is perhaps the first study to establish the link between WOM dimensions and market participation among smallholder farmers in the context of developing countries.

International outsourcing has been traditionally looked upon as a low end cost effective servicing option to take advantage of the cost arbitrage that exists across countries. Of late, many outsourcing vendors have realized that the advantages of cost differentials that spurred a lot of the global outsourcing business in the past 20 years will disappear in the medium term. The purpose of this paper is to provide a perspective about how much value addition, besides cost, traditional outsourcing vendors can provide and what may be the facilitator/inhibitors of such activities.

A case describing the setting up of an offshore analytics operation is presented, which gives a backdrop to the challenges faced in relatively high end value creation processes in a remote outsourced (offshore) environment. This provides some empirical support to a proposed model for facilitating the outsourcing of value‐added services.

A model is proposed for determining the degree to which value‐added services can be outsourced. The key dimensions that influence the degree of outsourcing are: the expertise of the vendor; the environmental stability of the offshore domain; the physical barriers to outsourcing complex business processes such as, communication problems and proximity issues; the possibility of knowledge leakage from the outsourcing domain; and the cost benefits of outsourcing.

The paper contends that conventional offshore‐based service vendors may find it difficult to acquire “expert power” and, set aside negative perceptions of “environmental stability” of their domain, in the pursuit to climb up the value chain in their client organizations. The validation of the proposed model is an opportunity for future research.

This paper is one of the first to present a model that will govern the growth of international outsourcing opportunities in high‐end value‐added processes. It also provides some directions for outsourcing vendors to enhance their capabilities over time to leverage this opportunity.

Over time, the concept of word of mouth (WOM) has spread beyond marketing into other disciplines. This is because WOM is important in decision-making at both the individual and organisational levels. Also, people are more likely to trust recommendations from their peers than those from companies. Therefore, the purpose of this study is to investigate the perceived usefulness of WOM messages for small and medium-sized enterprise (SME) suppliers in participating in Tanzanian public procurement opportunities.

The study collected cross-sectional data from 214 SME suppliers who supply common use items to public procuring organisations in Dodoma City, Tanzania. Structural equation modelling was used to test the direct relationships between study variables, and Hayes' PROCESS macro was used to test for the indirect effect of WOM message delivery on WOM attributes and the perceived usefulness of WOM.

WOM attributes that include expertise differential, perceptual homophily, and trustworthiness are related to the perceived usefulness of WOM. Also, WOM message delivery mediates the relationship between the WOM attributes and the perceived usefulness of WOM in enhancing public procurement participation. Therefore, the study's findings revealed that WOM is applicable in the public procurement context, under which public buyers act as senders and suppliers act as receivers. The latter finds out about public procurement opportunities and responds to them, while the former gives suppliers whatever information they need to respond to public procurement tenders that have been advertised.

Because the study was cross-sectional, it was difficult to determine whether the opinions gathered over time remained consistent. Furthermore, only suppliers who are parties to framework contracts under Government Procurement Services Agency were included in the study. Therefore, the sample was limited to only suppliers supplying common use items to various public organisations in Dodoma City, Tanzania.

This paper integrates the concept of WOM from the marketing discipline and public procurement. As a result, the study adds to the understanding of the use of information transmission in terms of the contribution of WOM messages from public buyers to suppliers to enhance small and medium enterprises' participation in public procurement opportunities.

In this study 43 auditors of varying rank (staff/assistant, senior/supervisors, and managers/partners) and expertise level (candidates for specialty, competent specialists, and expert specialists) assessed the degree to which they believed themselves and their colleagues possessed detailed expert attributes. Definitions of 11 attributes that were found by Abdolmohammadi, Searfoss, and Shanteau (2004) to be extremely or very important to expertise in audit specialty were provided to the subjects for their assessment. As hypothesized, the possession of many attributes that can be classified as trainable and developable differed by professional rank. However, innate attributes of intelligence and quick thinker did not differ by professional rank. Also, as hypothesized, systematic biases in assessment of possession of attributes of superiors and subordinates were observed, as well as evidence of inflated bias of self by some participants. Implications for accounting practice, education, and research are discussed.

Over the last decade quality function deployment or QFD, thanks to the efforts of Akao and others, has gained widespread popularity in its applicability to business and industry. Many organizations have adopted it as a tool of continuous improvement in their quest for quality through total quality management (TQM). QFD in simple terms, has been looked on as a mechanism of translating the customers’ expectations of a particular product or service into product planning, parts development, process planning, and production planning. Explores the robustness of QFD for translating the available knowledge within a product design group into appropriate design choices, ones that consider the customer’s view of quality throughout the product’s entire life cycle. Conventional QFD analysis allows equity of participation through “consensus”, but often trades outcomes influenced by expertise for those attained with “fairness”. This process may lead to less than optimal results. Discusses the role of group support systems (GSS) to improve the qualitative discussion of the whats and the hows in the QFD process. Also introduces influence allocation processes, methods that allow differential weighting of participants and an incremental usage of knowledge within groups. Discusses their potential impact for QFD analysis.

The authors evaluate the preferences of retail investors with regard to the investment in structured financial products. The purpose of the paper is an analysis of the relative importance of key product attributes namely the issuing bank, the product structure, the associated costs and the disclosed risk.

The authors conduct a choice-based conjoint analysis, based on an online experiment. Participants judge their preferences for products which are presented by shortened key information documents according to the requirements of EU regulation.

Investors consider the costs and the product structure to be most important, whereas the issuer and information on risk are of less interest. Their preferences depend on their (self-evaluated) expertise: while inexperienced retail investors concentrate on costs, experienced investors pay more attention to the product structure.

The study is limited to a subsegment of the market, the discount certificates. For these products, issuing banks gain insight into the attractiveness of their products. Furthermore, the study carries implications for regulators: since investors emphasize the costs in their decisions, an unbiased disclosure of costs should be enforced.

While the recent literature has studied preferences for the investment in mutual funds, this is the first paper which directly analyzes the drivers of an investment in structured retail products.

In this chapter, we trace the emergence of a particular type of teacher subject, the subject-area counsellor, who became a key player during different phases of the recent curriculum reform in the Republic of Cyprus (2004–2017).The understanding of teachers as subjects is theoretically informed by the Foucauldian notion of discursive power that helps understand how individuals are constituted (subjectivated) and governed (subjected) through language in power relations that permeate social institutions. This type of teacher was constitutedas a hybrid expert-subject by embodying academic expertise and teaching/practical experience in classrooms. We utilize data from individual, semi-structured interviews conductedwith subject-area counsellors and elementary schoolpractising teachers during the introduction and implementation of new curricula (2011-2014), to argue that this particular type of teacher subject emerged as a meaningful and dynamic meso-level. As counsellors moved in between the Ministry of Education and Culture/Pedagogical Institute (macro-level) and schools/teachers (micro-level), it was possible to observe that multiple curriculum makings were taking place, given that subject-area counsellors sometimes opened up spaces and further possibilities of curriculum-making with teachers; but, at others, those spaces were rendered impossible when teachers expected to receive teaching materials from them, thus reinstating pyramidal traditional hierarchical-administrative roles for both.

Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM).

The conceptual model was empirically tested using structural equation modeling based on a sample of 442 participants.

The findings support a sequential mediation model in which employee-created social media content impacts perceptions of brand citizenship behavior (BCB) and perceptions of expertise, which in turn increases purchase intention and WOM.

Based on the findings, this research suggests that employee ambassador programs can work to attract employees with an interest in brand-related social media content creation. Facilitating EGC through support, empowerment and reinforcement rather than traditional control mechanisms is recommended.

This research introduces the concept of EGC and employee content creators while extending the literature on perceived BCB by empirically demonstrating its relationship with perceived expertise and positive consumer behavior outcomes.

User involvement in research is entering the mainstream of traditional mental health research. In practice, there are diverse ways in which the process of involvement is experienced by mental health service user researchers. This paper aims to explore two diverse experiences of involvement by the researcher.

Auto-ethnography is the research methodology used in this study; it combines a process of reflective writing and critical analysis which enables the author to explore experiences of being both a service user and academic researcher. Two accounts of the author’s involvement in mental health research are presented: one which builds on a consultation model and the other based on co-production principles.

Experiences of power-sharing and collaborative decision-making, alongside disempowerment, are discussed, leading to exploration of the theoretical and practical processes for promoting participation of users in research.

The research is limited because it is undertaken by one individual in a local setting, and is therefore is not generalisable; however, it provides useful insights into the diverse processes of involvement that many service users experience.

Recommendations are presented to support the involvement of service users in research, with final remarks offered considering the possible future implementation of this still emerging tradition.

This paper reflects on the experiences of one service user academic involved in research and highlights diverse experiences of both empowering and disempowering involvement, providing recommendations for best practice.