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Article
Publication date: 16 October 2007

Gilles N'Goala

This research attempts to understand why – or why not – customers resist switching service providers when a critical incident occurs. The paper examines how service…

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7340

Abstract

Purpose

This research attempts to understand why – or why not – customers resist switching service providers when a critical incident occurs. The paper examines how service relationship perceptions, such as perceived equity, trust (perceived reliability and benevolence) and relationship commitment (affective and calculative), enhance relationship maintenance and CSR in many critical situations.

Design/methodology/approach

A survey was conducted in the financial service industry on a sample of 1,999 consumers (retail banking) and then conceptualized and measured CSR in several critical situations.

Findings

The paper demonstrates that perceived equity, perceived reliability, perceived benevolence, affective commitment, and calculative commitment do not influence CSR the same way. CSR mainly depends on the type of critical incident which occurs. For instance, calculative commitment, which is an evaluation of the costs associated with leaving the service provider, enhances CSR in three critical situations (service encounter failures, employee responses to service failures, pricing problems), whereas it leads to relationship disengagement in two other critical situations (inconvenience, changes in the consumer or service provider situation).

Research limitations/implications

This research highlights the need to better take into account the different types of critical incident discussed in the relationship marketing literature and to better consider the complementary roles of perceived equity, trust and relationship commitment in the service switching literature.

Originality/value

This research implies that service companies have to anticipate the critical incidents and to develop specific “shock absorbers” to continue doing business with their current customers.

Details

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

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Article
Publication date: 19 October 2015

Matthieu Mifsud, Anne-Sophie Cases and Gilles N'Goala

– The purpose of this paper is to propose a comprehensive framework for service appropriation, specifying the different facets of the phenomenon.

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1324

Abstract

Purpose

The purpose of this paper is to propose a comprehensive framework for service appropriation, specifying the different facets of the phenomenon.

Design/methodology/approach

A literature review summarizes views of the appropriation concept from various disciplines (human and social sciences, information systems, marketing), reinforced by an exploratory study in the health sector.

Findings

Six underlying dimensions of service appropriation emerge: service knowledge; service consciousness; self-adaptation to service; service control; service creation; and psychological ownership of the service.

Research limitations/implications

This paper is mainly conceptual and requires empirical testing in other domains to confirm the applicability of the proposed framework.

Practical implications

This study offers insights into how service providers and managers should design services and integrate customers in the service coproduction process.

Originality/value

The complementary view of appropriation in the context of services defines it as a cognitive, measurable state. The outcome of this approach is an original, integrative framework applied to services, not just spaces or immersive experiences.

Details

Journal of Service Management, vol. 26 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

Content available

Abstract

Details

Journal of Service Management, vol. 26 no. 5
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 9 November 2012

Philippe Aurier and Gilles Séré de Lanauze

This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently…

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5939

Abstract

Purpose

This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional antecedent of trust, affective commitment and attitudinal loyalty. Yet, for a relationship to exist, the parties need to be mutually considered as potential relational partners. This paper seeks to introduce the concept of perceived brand relationship orientation, which is considered, along with perceived quality, as a significant direct antecedent of relationship quality (trust and affective commitment) and, indirectly, attitudinal loyalty.

Design/methodology/approach

The empirical application involves major national brands positioned in frequently purchased packaged goods food categories (ice cream and frozen meals). The conceptualization and measurement of the perceived brand relationship orientation bears on a qualitative analysis of marketing experts and consumers. Refinement and validation of measures are applied to a convenience sample of 153 students and finally to a sample of 404 consumers, using exploratory and confirmatory factor analyses. Structural equation modeling is used to test the model and hypotheses.

Findings

First, the authors validate the relationship marketing model in the case of strong national brands positioned in the frequently purchased packaged goods sector. The authors show that perceived quality impacts relationship quality (trust and affective commitment), which in turn influences attitudinal loyalty. Second, in addition to the effects of perceived quality, the authors show that perceived brand relationship orientation has direct positive impacts on trust and affective commitment and, in turn, has an indirect impact on attitudinal loyalty. However, this effect is limited to the case where consumers have a high (versus low) level of attitude toward the brand.

Research limitations/implications

The application is limited to only two product categories and to strong national brands that enjoy high levels of perceived quality and attitude. Also, the model could be connected to behavioral loyalty metrics, in addition to attitudinal loyalty. The moderating impacts of relational disposition toward the brand should also be tested in future research.

Practical implications

To develop consumers' attitudinal loyalty, brands must invest in programs converting efficiently perceived quality into trust and affective commitment as bases for differentiation and competitive advantage. Implications for brands' communication and distribution policies come along together with the necessity of enhancing the contacts and dialogue between the brand and the consumers. This confirms the potential outputs of brands' CRM strategies in the case of frequently purchased packaged good categories.

Originality/value

The conceptualization of BPRO in the case of frequently purchased packaged good categories is a new step in the consumer‐brand relationship understanding.

Details

European Journal of Marketing, vol. 46 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 11 October 2011

Philippe Aurier and Gilles Séré de Lanauze

For most frequently purchased packaged goods distributed in the super‐hypermarket channel, the store is where a manufacturer's brand can develop its image and its…

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6668

Abstract

Purpose

For most frequently purchased packaged goods distributed in the super‐hypermarket channel, the store is where a manufacturer's brand can develop its image and its evaluation through an informal control on the purchase experience. Yet, for brands in this sector, better controlled in‐store purchase experiences can lead to enhance brand perceived value, relationship quality, and loyalty. To capture how these contacts take place, the authors develop the concept of in‐store manufacturer brand expression. This concept encompasses three dimensions, namely perceived quality of in‐store manufacturer brand presentation, in‐store manufacturer brand image expression, and perceived closeness of brand image with store image. The purpose of this paper is to examine the impacts of these components on brand evaluations. An empirical application on brands of the food and intimate apparel categories shows the differential impacts of these components on perceived value, relationship quality (trust‐credibility, trust‐benevolence, affective commitment), and attitudinal loyalty.

Design/methodology/approach

The empirical application involves major brands positioned in frequently purchased packaged goods categories (ice cream, frozen meals and intimate apparel) and distributed in the super‐hypermarket channel over which they have no formal control. The conceptualization and measurement of perceived brand relationship orientation bears on a qualitative analysis of marketing experts and consumers. Refinement and validation of measures are applied to a convenience sample of 153 students and finally on a sample of 304 actual consumers. Structural equation modeling was used to test the model and hypotheses.

Findings

Perceived quality of in‐store brand presentation has a direct positive effect on brand value and trust‐credibility whereas in‐store brand image expression has direct positive impact on trust‐benevolence and affective commitment. At the same time, perceived closeness of brand manufacturer image with store image has a direct negative impact on trust‐credibility. In addition, the authors observed that these effects have significant indirect positive and negative consequences on attitudinal loyalty, throughout the causal links which exist between value, trust and affective commitment. Also, the authors' results support the relationship marketing model in the case of strong national brands positioned in the frequently purchased packaged goods sector.

Research limitations/implications

The application is limited to only three product categories and to strong national brands which enjoy high levels of awareness and market share. Also, the model could be connected to behavioural loyalty metrics, in addition to attitudinal loyalty.

Originality/value

Conceptualization of perceived brand relationship orientation in the case of frequently purchased packaged goods categories is a new step in the understanding and management of consumer‐brand relationship and mass market channel policies.

Details

International Journal of Retail & Distribution Management, vol. 39 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 8 July 2014

François Fulconis and Gilles Pache

The purpose of this paper is to show that football as a sacred experience is often raised, but has never led to an argued approach. Professional football (soccer) is a…

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1379

Abstract

Purpose

The purpose of this paper is to show that football as a sacred experience is often raised, but has never led to an argued approach. Professional football (soccer) is a genuine societal phenomenon, both through the medias’ interest they cause and through the financial stakes that are related to it. It is common to read that football, through the passions it unleashes, for example in terms of tribal violence, has become a type of religion, with its believers (the fans) and its place of worship (the stadiums).

Design/methodology/approach

The authors reviewed the literature, research reports and electronic documents on professional football practices to understand the religious dimension of fan passion in Europe (ritualism, collective beliefs, using of totemic objects, etc.).

Findings

The paper suggests a reading grid of religions, founded on four interdependent dimensions (the Community, the Law, the Way and the Experience) and applies it to professional football by underlying its relevance in the singular context of sports show.

Originality/value

Beyond well-known economic stakes, the paper clarifies the football passion from a religious perspective and identifies the main pillars of the fan conversion process according to a heteronomous logic.

Details

Society and Business Review, vol. 9 no. 2
Type: Research Article
ISSN: 1746-5680

Keywords

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