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Article
Publication date: 6 May 2020

Laure Ambroise, Céline Bérard and Isabelle Prim-Allaz

This paper aims to explore the complex relationships between knowledge strategies (i.e. exploration and exploitation) and the performance of manufacturing SMEs by testing…

Abstract

Purpose

This paper aims to explore the complex relationships between knowledge strategies (i.e. exploration and exploitation) and the performance of manufacturing SMEs by testing the mediating role of customer relationship management capabilities, which are defined as a firm’s level of interaction orientation in this study.

Design/methodology/approach

Following a hypothetical deductive approach and using data collected from 793 French manufacturing SMEs, the measurement model and relationships among the constructs were examined with structural equation modelling, using the partial least squares approach.

Findings

The results support the expected mediating role of interaction orientation between exploitation and performance, and stress a competitive mediating role between exploration and performance. Complementary analyses demonstrate that while both exploration and exploitation are effectively antecedents of interaction orientation, which also acts as a lever to performance, they exhibit specific effects on the different dimensions of interaction orientation.

Originality/value

The results specifically highlight that interaction orientation counterbalances the negative impact of exploration on performance. Moreover, the findings underline the key role that customer interaction processes and tools play in making exploration and exploitation singularly effective. This is a real issue, as SMEs broadly tend to adopt opportunistic tools, not necessarily as part of a clearly defined strategic focus.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 12
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 9 March 2015

Dae-Hee Kim, Lisa Spiller and Matt Hettche

This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty…

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6371

Abstract

Purpose

This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty, industrial and service). Assessing the frequency, media type and content orientations of corporate Facebook pages, this study aims to isolate the qualitative factors of a brand’s social media message that are most likely to facilitate a consumer response.

Design/methodology/approach

A content analysis of 1,086 social media posts was conducted from the corporate Facebook pages of 92 global brands during a one-month (snapshot) time horizon in July 2013. The data collected from each individual post include its media type (i.e. text, photo or video), its content orientation (i.e. task, interaction and self-oriented) and the number and type of consumer response it generated (i.e. likes, comments and shares).

Findings

Research findings reveal that global brands actively utilize social media, posting on average three messages per week and generally use photos (as a media type) and interaction-focused content (as a content orientation) to secure consumer responses. However, differences in consumer responses exist along various product categories, message media type and message content orientation.

Practical implications

Findings imply that marketers should not only carefully consider the media type they use to message consumers on social media but should also try to consider the individual consumer’s motive for interaction.

Originality/value

This article suggests a new way to study social media content by applying pre-existing communication frameworks from salesmanship literature as a way to define message content orientation.

Details

Journal of Research in Interactive Marketing, vol. 9 no. 1
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 6 January 2012

Rong‐Da Liang and Jun‐Shu Zhang

The purpose of this paper is to investigate the relationships among interaction orientation, customer satisfaction and behavioral intentions across firms in the…

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5129

Abstract

Purpose

The purpose of this paper is to investigate the relationships among interaction orientation, customer satisfaction and behavioral intentions across firms in the hospitality industry.

Design/methodology/approach

A self‐administered survey was conducted with a convenience sample of 628 full‐service seafood restaurants.

Findings

The empirical results indicate that interaction orientation has positive influences on customer satisfaction in first‐time and frequent diners; interaction orientation positively affects behavioral intentions in frequent diners; and customer satisfaction positively affects behavioral intentions in first‐time and frequent diners. In addition, customer satisfaction is a mediator between interaction orientation and behavioral intentions.

Research limitations/implications

The research target of full‐service seafood restaurants limits the generalizability of the findings to a wider population.

Originality/value

In addition to insights on how restaurant promotion strategies should fit the needs of individuals with different dining frequencies, the paper offers other ideas to enhance the dining experience.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 7 January 2020

Alisha Stein and B. Ramaseshan

The purpose of this paper is threefold: first, to examine the effects of different touch points on customer experience, second, effects of customer experience on loyalty…

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1991

Abstract

Purpose

The purpose of this paper is threefold: first, to examine the effects of different touch points on customer experience, second, effects of customer experience on loyalty intentions, and actual spend, and third, the moderating role of motivation orientation on these effects.

Design/methodology/approach

By recognizing the importance of capturing customer experience assessments at the “time of the experience”, a smartphone technology mobile app was developed for the purpose of this study. Real time customer experience data were collected at individual touch points.

Findings

The results show that the real-time touch point evaluations significantly effect overall customer experience and that these effects significantly differ for utilitarian and hedonic motivation orientations. The effects of technology, atmospherics, employee–customer interaction and service/product interaction touch points on overall customer experience are significantly stronger for hedonic orientation than for utilitarian orientation. In contrast, the effect of process touch point on overall customer experience is significantly stronger for utilitarian than hedonic orientation. Also, favorable overall customer experience evaluations exert significant positive influence on loyalty intentions, and actual spend, and these influences are significantly stronger for consumers with hedonic than utilitarian motivation orientations.

Practical implications

The findings of this study will enable companies to manage customer experience programs effectively by providing an understanding of the distinct touch points that occur along the customer journey and the relative importance of each of these touch points in enhancing customer experience.

Originality/value

This is the first empirical study that offers important insights on the effects of different touch points on customer experience, and on the moderating role of consumer motivation orientations on the touch points – customer experience – loyalty link by using real-time data.

Details

Journal of Service Management, vol. 31 no. 1
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 4 February 2014

Itzhak Gnizy and Aviv Shoham

The role played by the marketing function (MF) has been subjected to considerable academic and public media attention. Recent research reflects an ongoing debate on MF's…

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10063

Abstract

Purpose

The role played by the marketing function (MF) has been subjected to considerable academic and public media attention. Recent research reflects an ongoing debate on MF's decreasing influence attributed by some to its poor performance. However, studies have analyzed the general marketing (GM) function and domestic operations and remained silent on international marketing's (IM) influence and its impact on firms’ international operations and performance as another aspect of marketing's influence. This lacuna is unfortunate, given that internationalization is crucial to many firms in today's globalizing world. The purpose of this paper is to examine the interactions between IM and GM functions as determinants of IM's influence.

Design/methodology/approach

The study extends previous models to the international context, utilizes an inclusive set of strategic international orientations as consequences and mediators of IM's influence, and assesses possible synergy between orientations.

Findings

IM functions are influential, valuable, and play an important role. IM-GM coordination enhances IMs’ influence while IM-GM conflicts and IM's influence are unrelated. IMs’ influence enhances performance directly and indirectly through orientations. Importantly, the combined orientations had a negative synergistic effect on performance.

Research limitations/implications

International marketers and top management should consider tactics to increase IMs’ influence and thus benefit their firms.

Originality/value

The study is the first to recognize and empirically focus on the relationships between IM and GM as distinct functions. The study accounts for a combined impact of international orientations on international performance.

Details

International Marketing Review, vol. 31 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 9 July 2019

Stephen Oduro and Leul Girma Haylemariam

Corporate social responsibility (CSR) often gives a humanistic touch to the marketing activities of firms and even creates the atmosphere that businesses are reliable…

Abstract

Purpose

Corporate social responsibility (CSR) often gives a humanistic touch to the marketing activities of firms and even creates the atmosphere that businesses are reliable. Yet, little is known about its interaction effect on the relationship between market orientation (MO) and financial and marketing performance in emerging economies. The present study aims to comparatively examine the interaction effect of CSR on the direct link between MO and financial and marketing performance in manufacturing firms in Ghana and Ethiopia.

Design/methodology/approach

The interaction effect of CSR is examined using a quantitative methodological study design. A total of 439 usable questionnaires across manufacturing firms in Ghana and Ethiopia were collected and analyzed using SEM-PLS 3.0. Analytically, the study used product indicator approach to test the interaction effect of CSR on the nexus between MO and financial and marketing performance, while PLS-multigroup analysis (PLS-MGA) was used to test the significance of the observed differences in the results among the manufacturing firms in the two countries.

Findings

Results show that MO significantly improves financial and marketing performance. However, CSR reveals both “suppression” and “spurious” effects on the direct link between MO and financial and marketing performance under varying market conditions. The relationship between MO and financial performance is weakened in Ghanaian manufacturing firms but is strengthened in Ethiopian manufacturing firms when the level of CSR is high. Results, moreover, show that the nexus between MO and marketing performance is strengthened when CSR actions are high in both Ghanaian and Ethiopian manufacturing firms. The PLS-MGA revealed that these differences in findings in the two countries are statistically significant.

Practical implications

The findings suggest that company managers and marketing practitioners can use CSR in their marketing orientation campaigns to keep high performance and to remain competitive in today’s globalized market.

Social implications

Findings illustrate that incorporation of social interests and sustainability initiatives into firms’ marketing orientation strategies can meet stakeholders’ interest and expectation.

Originality/value

This is one of the few studies that examine comparatively the interaction effect of CSR on the MO–financial and marketing performance linkage in two emerging economies. The study extends our understanding of the RBV and stakeholder theories regarding the role of CSR in firms’ marketing strategies.

Details

Sustainability Accounting, Management and Policy Journal, vol. 10 no. 3
Type: Research Article
ISSN: 2040-8021

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Article
Publication date: 21 September 2015

Linda Wulf, Markus Garschall, Michael Klein and Manfred Tscheligi

The purpose of this paper is to gain deeper insights into performance differences of younger and older users when performing touch gestures, as well as the influence of…

Abstract

Purpose

The purpose of this paper is to gain deeper insights into performance differences of younger and older users when performing touch gestures, as well as the influence of tablet device orientation (portrait vs landscape).

Design/methodology/approach

The authors performed a comparative study involving 20 younger (25-45 years) and 20 older participants (65-85 years). Each participant executed six gestures with each device orientation. Age was set as a between-subject factor. The dependent variables were task completion time and error rates (missed target rate and finger lift rate). To measure various performance characteristics, the authors implemented an application for the iPad that logged completion time and error rates of the participants when performing six gestural tasks – tap, drag, pinch, pinch-pan, rotate left and rotate right – for both device orientations.

Findings

The results show a significant effect of age on completion time and error rates. Means reveal faster completion times and lower error rates for younger users than for older users. In addition, a significant effect of device orientation on error rates could be stated. Means show higher error rates for portrait orientation than for landscape orientation. Qualitative results reveal a clear preference for landscape orientation in both age groups and a lower acceptance of rotation gestures among older participants.

Originality/value

In this study the authors were able to show the importance of device orientation as an influencing factor on touch interaction performance, indicating that age is not the exclusive influencing factor.

Details

Journal of Assistive Technologies, vol. 9 no. 3
Type: Research Article
ISSN: 1754-9450

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Article
Publication date: 24 May 2013

Lynn M. Murray and Kenneth R. Evans

This study aims to explore how managers of multi-unit retail chains balance unit customer satisfaction and profitability through the manager ' s customer, sales…

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1188

Abstract

Purpose

This study aims to explore how managers of multi-unit retail chains balance unit customer satisfaction and profitability through the manager ' s customer, sales, and production operating orientations.

Design/methodology/approach

This research links survey data (gathered from unit managers and customers) to customer satisfaction and unit financial performance.

Findings

The study found that the store managers ' customer and sales operating orientations are strongly related to financial performance; further, these effects are negatively moderated by a production operating orientation. Results also indicate that the store manager ' s customer and sales operating orientations are related to customer satisfaction only when moderated by his/her production operating orientation.

Research limitations/implications

Using a sample drawn from within a single firm, this research examines profitability and customer satisfaction at the unit level and identifies the manager of the unit as occupying a key strategic role in the multi-unit enterprise.

Practical implications

The findings highlight the critical role the unit manager of a multi-unit enterprise plays in driving customer satisfaction and unit profitability. Further, the results point to the challenge of managing the production-related responsibilities of the retail enterprise while striving to be sales and/or customer oriented. Implications for management are particularly salient when considering the combined effect of production-sales and production-customer orientations.

Originality/value

This study merges services operations and services marketing theory to explore how conflicting strategic initiatives are implemented at the store level, and how these, in turn, influence unit financial performance and customer satisfaction.

Details

Journal of Services Marketing, vol. 27 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 31 October 2018

Sony Kusumasondjaja

The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing…

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3888

Abstract

Purpose

The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.

Design/methodology/approach

A content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.

Findings

Interactive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.

Research limitations/implications

The findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.

Originality/value

This is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 21 November 2008

Shaker A. Zahra

The purpose of this paper is to examine empirically the interaction between entrepreneurial orientation (EO) and market orientation and its effect on performance in both…

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2467

Abstract

Purpose

The purpose of this paper is to examine empirically the interaction between entrepreneurial orientation (EO) and market orientation and its effect on performance in both high and low technology industries.

Design/methodology/approach

The paper proposes that being entrepreneurial and market‐driven stem from two distinct organizational capabilities that interact to influence subsequent firm performance.

Findings

Data from 457 manufacturing firms show that the interaction effect is significant only in high technology industries.

Research limitations/implications

The results encourage future research on the nexus of opportunity recognition and entrepreneurial behavior in established firms embedded in organizational routines.

Originality/value

The paper shows that managers in high technology industries would benefit from developing capabilities and implementing systems that augment their firms' market orientation. Market orientation provides an important means to harness the firm's EO, an important means of achieving growth and profitability.

Details

Journal of Strategy and Management, vol. 1 no. 2
Type: Research Article
ISSN: 1755-425X

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