Search results

1 – 10 of 30
To view the access options for this content please click here
Article
Publication date: 3 January 2017

Usha Ramanathan, Nachiappan Subramanian and Guy Parrott

The technology evolution compels retail networks to introduce unique business models to retain customers and to gain a competitive advantage. Customer reviews available…

Downloads
20841

Abstract

Purpose

The technology evolution compels retail networks to introduce unique business models to retain customers and to gain a competitive advantage. Customer reviews available through social media need to be taken into account by retail networks to design a model with unique service operations and marketing approaches that will improve loyalty by adding value to customers. Furthermore, the relationship between customer satisfaction and customer spending behaviour is very weak and needs further investigation. Hence the purpose of this paper is to understand how retail network leverage the potential of social media reviews along with unique service operations to satisfy customers. The study analyses the nexus of: a brand, promotional offers, service operations; and their interaction through social media reviews on customer satisfaction levels.

Design/methodology/approach

The authors develop a conceptual model for the social media era. The authors combine the idea of loyalty- and value-based models of Chatterjee (2013). The authors employed a survey questionnaire method to elicit opinions of retail customer satisfaction based on social media reviews, service operations and marketing efforts. The authors derive measures of the model from existing literature and expert opinion.

Findings

Social media reviews dramatically impact upon customer satisfaction. Similarly the empirical analysis identifies the significant and positive role played by service operations in customer satisfaction levels. Interestingly the authors did not find unequivocal support for brand satisfaction impacting on customer satisfaction. However, when promotions interact well with service operations, the level of customer satisfaction is significantly affected. Similarly the authors did not observe a positive outcome when there is an interaction between promotion and social media reviews. After reading the reviews, some potential buyers make a visit to store before making final decisions and surprisingly, promotional effects do not change their mind set.

Practical implications

Research findings confirm the importance of social media reviews, marketing and interaction between promotion and service operations enabling retail networks to build loyalty and value-based models. Based on customer behaviour, the study suggests a need to consider operational efficiencies when promoting sales; through careful planning, customer satisfaction and profitability levels can be increased. This sends a strong message to the retail network to defend their position within a very competitive business market.

Originality/value

The empirical evidence based on customer experience would be helpful for companies in integrating their operations and marketing efforts enabling them to convert different segment of customers such as “free riders (higher satisfaction and low profitability)” and “vulnerable customers (low satisfaction and higher profitability)” into “star customers (higher satisfaction and high profitability)”. Through a considered approach: combining social media reviews, marketing and operations, businesses will be better-placed to survive in the ultra-competitive social media-influenced era.

Details

International Journal of Operations & Production Management, vol. 37 no. 1
Type: Research Article
ISSN: 0144-3577

Keywords

To view the access options for this content please click here
Article
Publication date: 18 May 2010

Guy Parrott, Muhammad Azam Roomi and David Holliman

The purpose of this paper is to create an understanding of the true nature of contemporary SME marketing activities. While acknowledging operational constraints, the paper…

Downloads
3161

Abstract

Purpose

The purpose of this paper is to create an understanding of the true nature of contemporary SME marketing activities. While acknowledging operational constraints, the paper aims to hypothesize that, if effective marketing planning was employed, this would improve the long‐term growth of small to medium‐sized enterprises. The paper seeks to assess the implications current practices may have on the long‐term survival of enterprises and to identify significant SME marketing development and training needs.

Design/methodology/approach

A marketing audit approach yielded data from the collation of 125 completed online questionnaires within the East of England region. Statistical analysis using SPSS was applied to produce an in‐depth quantitative analysis of these data. In addition, qualitative data were collected through face‐to‐face interviews of some 20 owner‐managers. These responses were further inductively analysed and interpreted.

Findings

Data analysis demonstrated a significant disparity between their perceived marketing effectiveness compared with their actual practices recorded at interview. Significantly, they failed to understand why campaigns did not yield results, as they routinely did not employ appropriate controls and procedures. SMEs believed that they were fully cognisant of the effectiveness of their marketing activity, through further exploration; evidence revealed that they failed to employ sufficient review procedures, and in the extreme cases these procedures were non‐existent. A direct correlation was also witnessed between company size and the application of effective marketing planning. Larger enterprises demonstrated a greater awareness of strategic marketing competence.

Originality/value

Their ability to understand their marketplace and to become truly competitive relies on SMEs developing a deeper understanding of their current marketing decision‐making processes through the systematic adoption of more robust strategic procedures. In summary, there is an observable difference between marketing activities conducted by SMEs and best practice defined in academic theory.

Details

Journal of Small Business and Enterprise Development, vol. 17 no. 2
Type: Research Article
ISSN: 1462-6004

Keywords

To view the access options for this content please click here
Article
Publication date: 14 September 2015

Guy Parrott, Annie Danbury and Poramate Kanthavanich

Over the past few years online fashion communities have proliferated becoming an increasingly powerful forum for user-generated content, and consequently, the fashion…

Downloads
15165

Abstract

Purpose

Over the past few years online fashion communities have proliferated becoming an increasingly powerful forum for user-generated content, and consequently, the fashion industry has shown great interest in such communities. The purpose of this paper is to review and analyse brand advocacy behaviour within luxury brand accessory forums: to analyse the role these communities play in influencing purchase intention; assessing their contribution to fashion brand love.

Design/methodology/approach

The study adopted a netnographic approach to the phenomenon of online luxury accessory communities. The research reports observational data including blog texts and audience comments for four popular forums: The Purse Forum, The Fashion Spot, The Bag Forum (TBF) and Shoe Forum (SF). Although the forums are open to all and are designed to be internationally relevant; the observations were conducted from a base in the UK.

Findings

Findings indicate that informants display some unifying characteristics clustered around engagement, involvement, self-concept and self-connection, brand love and hedonic values. Informants however, display some discernible differences as they “rally” to two distinctive totems: first, active luxury brand advocates and second, passive brand advocates. Although subtle, these differences suggest significant possibilities for fashion brand owners.

Research limitations/implications

Further research could include the measurement of brand advocacy to distinguish more clearly between high and low levels of advocacy and the resulting consumer behaviour intentions. One sub-group that would be interesting to explore is that of brand evangelists and their relationship with fashion brands: what are the reasons for treating brands as religious artefacts and can this extreme level of advocacy be developed by marketing? The study focused on observing online posts by self-selected brand advocates. A worthwhile comparison could be made with fashion communities where brand marketers are active participants and how this influences the discourse and actions of brand advocates.

Practical implications

The findings indicate that all forum members are incredibly attached to their brands, but will still consider purchasing several brands as their “evoked set”. Additionally, even when demonstrating involvement, they can operate as passive observers in the online community.

Originality/value

Social media, especially online forums, play an important role in contemporary luxury fashion branding. This study addresses the role these forums play in supporting brand love and the contribution they make to luxury brand advocacy. Membership and influence dynamics are reported; which have resonance to both practitioners and researchers.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Content available
Article
Publication date: 17 February 2012

Downloads
329

Abstract

Details

Journal of Small Business and Enterprise Development, vol. 19 no. 1
Type: Research Article
ISSN: 1462-6004

To view the access options for this content please click here
Book part
Publication date: 31 January 2014

Åsa Ekvall

This study will look at the relationship between norms on gender equality on the one hand and the level of gender equality in the political and socioeconomic sphere, the…

Abstract

Purpose

This study will look at the relationship between norms on gender equality on the one hand and the level of gender equality in the political and socioeconomic sphere, the presence or absence of armed conflict, and general peacefulness on the other.

Design/methodology/approach

Data on gender equality norms from the World Values Surveys, political and socioeconomic gender equality from the Global Gender Gap Index, armed conflict from the Uppsala Conflict Data Base, and general peacefulness from the Global Peace Index are analyzed in a bivariate correlation.

Findings

The results show a significant association between norms on and attitudes toward gender equality and levels of political and socioeconomic gender equality, absence or presence of armed conflict, and level of general peacefulness.

Research limitations

There is no data base on norms on and attitudes toward the use of violence which is why only levels of violence are included in the study.

Social implications

The study shows that governments, aid agencies, NGOs and others working on conflict prevention and peace building need to focus on improving gender equality in order to achieve a sustainable decrease in conflict levels and an improvement in general levels of peacefulness.

Originality/value

This study is original in that it looks at norms on gender equality on the individual level on the one hand and actual levels of both gender equality and violence in the society, including armed conflict on the other.

Details

Gendered Perspectives on Conflict and Violence: Part A
Type: Book
ISBN: 978-1-78350-110-6

Keywords

To view the access options for this content please click here
Book part
Publication date: 8 February 2016

Katharine K. Baker and Michelle Oberman

This paper evaluates the modern baseline presumption of nonconsent in sexual assault (rape) cases in light of different theories of sexuality (feminism on the one hand and…

Abstract

This paper evaluates the modern baseline presumption of nonconsent in sexual assault (rape) cases in light of different theories of sexuality (feminism on the one hand and sex positivism/queer theory on the other) and in light of how sexuality manifests itself in the lives of contemporary young women. The authors analyze social science literature on contemporary heterosexual practices such as sexting and hook-ups, as well as contemporary media imagery, to inform a contemporary understanding of the ways in which young people perceive and experience sex. Using this evidence as a foundation, the authors reconsider the ongoing utility of a baseline presumption of nonconsent in sexual assault cases. This paper demonstrates the complex relationship between women’s sexual autonomy, the contemporary culture’s encouragement of women’s celebration of their own sexual objectification and the persistence of high rates of unwanted sex. In the end, it demonstrates why a legal presumption against consent may neither reduce the rate of nonconsensual sex, nor raise the rate of reported rapes. At the same time, it shows how the presumption itself is unlikely to generate harmful consequences: if it deters anything, it likely deters unwanted sex, whether consented to or not.

Details

Special Issue: Feminist Legal Theory
Type: Book
ISBN: 978-1-78560-782-0

Keywords

To view the access options for this content please click here
Book part
Publication date: 10 April 2020

Eliane Bucher, Christian Fieseler, Christoph Lutz and Gemma Newlands

Independent actors operating through peer-to-peer sharing economy platforms co-create service experiences, such as shared car-rides or home-stays. Emotional labor among

Abstract

Independent actors operating through peer-to-peer sharing economy platforms co-create service experiences, such as shared car-rides or home-stays. Emotional labor among both parties, manifested in the mutual enactment of socially desirable behavior, is essential in ensuring that these experiences are successful. However, little is known about emotional labor practices and about how sharing economy platforms enforce emotional labor practices among independent actors, such as guests, hosts, drivers, or passengers. To address this research gap, we follow a mixed methods approach. We combine survey research among Airbnb and Uber users with content analysis of seven leading sharing economy platforms. The findings show that (1) users perform emotional labor despite not seeing is as necessarily desirable and (2) platforms actively encourage the performance of emotional labor practices even in the absence of direct formal control. Emotional labor practices are encouraged through (hard) design features such as mutual ratings, reward systems, and gamification, as well as through more subtle (soft) normative framing of desirable practices via platform and app guidelines, tips, community sites, or blogs. Taken together, these findings expand our understanding of the limitations of peer-to-peer sharing platforms, where control over the service experience and quality can only be enforced indirectly.

Details

Theorizing the Sharing Economy: Variety and Trajectories of New Forms of Organizing
Type: Book
ISBN: 978-1-78756-180-9

Keywords

To view the access options for this content please click here
Article
Publication date: 18 June 2021

Purva Sharma, Sudeepta Pradhan and Ankur Srivastava

The study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study…

Abstract

Purpose

The study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.

Design/methodology/approach

The study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.

Findings

The study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.

Originality/value

Research on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 4
Type: Research Article
ISSN: 1757-4323

Keywords

To view the access options for this content please click here
Book part
Publication date: 4 September 2017

Olufemi Adeniyi Fawole and Olasunkanmi Adebiyi Osho

Every society has unique factors that contribute to the selection of marriage partner among young adults. These factors have been found to equally determine marital…

Abstract

Every society has unique factors that contribute to the selection of marriage partner among young adults. These factors have been found to equally determine marital satisfaction and marital stability. This study focuses on married couples in Nigeria and factors that determined how they transcended from their dating period to marriage.

A total of 19 married couples participated in this study, which involved the use of focus group discussions to elicit data from them. Snowball sampling technique was used to obtain respondents who had similar characteristics.

The respondents were aged between 38 and 50 years, had courted for at least 7 years before marriage, and marriage was not less than 10 years. Data was analyzed using content analysis. Themes bordered on factors determining choice of partner, how they met, length of their dating, and courtship periods. Physical attractiveness, as a determining factor, was clearly evident among participants. Participants agreed that communication was vital to marriage stability.

The study brought to light that in spite of strong traditional values, Nigerians displayed romantic characteristics similar to Western societies such as the United States and the United Kingdom. The study was limited because of the method adopted for selecting participants. Also, some variables such as ethnic background and educational background were not included in the study. The study recommends future studies which may be longitudinal, involving couples’ personality traits, families of origin, and so on, in order to yield more salient issues.

Details

Intimate Relationships and Social Change
Type: Book
ISBN: 978-1-78714-610-5

Keywords

To view the access options for this content please click here
Article
Publication date: 23 February 2010

Yolan Parrott and Shaniff Esmail

This paper aims to investigate the unique issues childhood burn survivors experience in relation to sex education and sexual development.

Downloads
694

Abstract

Purpose

This paper aims to investigate the unique issues childhood burn survivors experience in relation to sex education and sexual development.

Design/methodology/approach

Using a phenomenological approach, participants described their lived experiences with regards to sex education and the sexuality issues they encountered as child burn survivors. One‐to‐one semi‐structured interviews and a focus group were used to gather data, which were analyzed using a constant comparison method.

Findings

Results provide educators with better insight into the experiences of burn survivors as well as strategies for approaching sex education. Findings centered around five areas: exposure, sex education content, timing of sex education, characteristics of the educator and most appropriate methods of delivery.

Research limitations/implications

Sexuality is a value‐laden topic that has the potential to increase apprehension and decrease willingness to discuss. As a result, the sample may not be wholly representative across age groups, concerns or social attitudes regarding sexuality present within this population. Additional limitations are also noted. Future studies, which utilize a mixed method approach with a larger sample of both adolescent and adult burn survivors, would increase the value and generalizability of the findings.

Originality/value

Research findings confirm that persons living with childhood burn injuries experience similar feelings and concerns regarding their sexuality as their able‐bodied peers which contradict social views. However, mainstream sex education falls short of addressing their unique needs and as such this study's findings provide strategies to allow for appropriate knowledge acquisition to ease the transition from childhood to adulthood.

Details

Health Education, vol. 110 no. 2
Type: Research Article
ISSN: 0965-4283

Keywords

1 – 10 of 30