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Service research holds that as services become more technology dominated, new service provider roles emerge. On a conceptual level, the potential impact of different roles has been discussed with regard to service provider readiness, job performance and overall experience. However, as yet, there is sparse empirical support for these conceptual interpretations. The purpose of this paper is to provide an understanding of the new service provider roles that emerge due to the increase of technology mediation in services.

This study follows a qualitative methodology. Insights are drawn from in-depth interviews with 32 junior and senior health-care service providers (across 12 specialties) and 5 information governance/management staff.

This analysis illustrates that new service provider roles include those of the enabler, differentiator, innovator, coordinator and sense-giver. By adopting these roles, health-care service providers reveal that they can encourage, support and advance technology mediation in services across different groups/audiences within their organizations (e.g. service delivery level, peer-to-peer level, organizational level). This paper further shows the relationships between these new service provider roles.

This study contributes to theory in technology-mediated services by illustrating empirically the range of activities that constitute each role. It also complements prior work by identifying that service providers adopt the additional role of sense-giver. Finally, this paper provides an understanding of how by taking on these roles service providers can encourage, support and advance technology mediation in services across different groups/audiences in their organization.

This paper aims to investigate an integrated, holistic assessment of the characteristics by which consumers judge non-sponsored product review video (PRV) source, message and medium components as credible, and how these are linked to personal values for a deeper understanding of multidimensional credibility assessments of PRVs.

Employing a means-end approach, the authors draw on credibility theory and the persuasion knowledge model to analyse data from 21 in-depth semi-structured laddering interviews.

First, the authors demonstrate distinctive contributions of the video modality towards PRV credibility assessments and the interplay between specific PRV characteristics, cognitive and socio-emotional consequences, and personal values in an ongoing process of credibility assessment. Second, high persuasion knowledge creates awareness of the potential phoniness of the market, revealing a dark side to PRV use even in non-sponsored PRV seemingly created and shared as an act of benevolent concern between consumers.

This paper focused on the credibility of non-sponsored PRVs, future studies might investigate motivations and attributes by which users judge sponsored reviews. Also, the roles of specific product categories and existing brand trust on PRVs credibility provide avenues for further research.

This research offers practical implications for reviewers and brand managers to leverage the unique informational values of video by focusing on the interplay between credibility attributes and customer values.

This work advances credibility theory in the PRV context by examining how non-sponsored PRVs are evaluated as credible, by highlighting consumer persuasion knowledge and scepticism and including the holistic effects of the interplay between source, message and video format characteristics and by linking these to consumers’ goals and values.

This study aims to examine the nature and the potential use of avatar-based focus groups (AFGs) (i.e. focus groups conducted in three-dimensional [3D] virtual worlds [VWs]) as compared to face-to-face and online focus groups (OFGs), motivated by the ability of VWs to stimulate the realism of physical places. Over the past decade, there has been a rapid increase in using 3D VWs as a research tool.

Using a two-phase reflective approach, data were collected first by using traditional face-to-face focus groups, followed by AFGs. In Phase 2, an online, semi-structured survey provided comparison data and experiences in AFGs, two-dimensional OFGs and traditional face-to-face focus groups.

The findings identify the advantages and disadvantages of AFGs for marketing research. There is no evident difference in data quality between the results of AFGs and face-to-face focus groups. AFG compensates for some of the serious limitations associated with OFGs.

The paper reflects on three issues, data quality, conduct of AFGs (including the moderator reflection) and participant experience, that together inform one’s understanding of the characteristics, advantages and limitations of AFG.

This is the first paper to compare between AFGs, traditional face-to-face focus groups and OFGs. AFG holds many advantages over OFGs and even, sometimes, over face-to-face focus groups, providing a suitable environment for researchers to collect data.

The relationship between self‐image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual model is developed which links a function of attitudes – as the pursuit and maintenance of self‐esteem and self‐identity – to the public and private contexts of self‐concepts; and the subsequent intrinsic and extrinsic congruence between brand evaluation and choice. In this exploratory study the Self‐Monitoring Scale is used to explore the link between the social and psychological determinants of self‐presentation in the pursuit of self‐esteem and maintenance of self‐identity, and to inform the examination of the relationship between self‐concept and product symbolism. Findings from the qualitative and quantitative stages of a study of the UK alcoholic soft drinks market are presented. There were distinct differences between the self‐monitoring groups when the interpretation of specific brand images was investigated. The results provided empirical support for viewing the self as a divisible entity. The implications for marketing practice are discussed.

In spite of their importance within pricing strategies, “seasonal sales” have received little attention within the literature. The recent interest in “high‐low” pricing has, however, increased the attention given to temporal shifts in store‐wide, rather than item level, prices. Following a brief review, this paper draws upon two case studies of leading retailers of apparel in the UK. Evidence is also presented from audits of pricing and markdown activities over a three‐year period, illustrating some contrasts between stated strategies and actual pricing activities. A cost‐benefit analysis of high‐low pricing requires knowledge of consumer preferences and attitudes. Results are drawn from a study of over 2,600 “sale” shoppers, indicating stated preferences for markdown frequency, depth and coverage. In general “sale” shoppers appear to prefer a variety of markdown levels, increasing their scope to succeed as bargain hunters.

Family members provide the bulk of care to persons in later life, representing the vast majority of caregivers. However, studies confirm that men with a history of divorce are less likely than married men to view family members as potential caregivers. This chapter presents findings from a qualitative study on the experiences of 21 ex-wives who chose to provide mostly end-of-life care to their ex-husbands in mid- and late-life. We examine questions about the situational and motivating factors behind ex-wife caregivers’ decisions, and provide, as background, findings about their pre- and post-divorce relationships. Relational outcomes of the caregiving situation also are considered. Several themes emerge, including patterns of proximity and continued contact post-divorce, despite often chaotic former marital relationships; a desire to spare children from the burdens of care; and an opportunity to renew communication or connections with family through the process of caregiving. Implications of our findings include the need to acknowledge ex-spouses as potential caregivers and better understand the enduring bonds between ex-spouses.

The aim is to explore users' reactions to health information web sites from the perspective of trust, retrieval of relevant information and ease‐of‐use, and to establish the link between perceived quality, trust, and usability.

An analysis of three Australian health web sites was undertaken. A usability test was conducted on those three web sites resulting in 207 completed user evaluations. The evaluations included both quantitative and qualitative data.

The three investigated health information web sites do not meet the needs of health consumers. More details such as how information is selected to engender greater trust need to be provided. The retrieval of relevant information could be improved through the implementation of functionality such as spell checking and information differentiation. Finally, ensuring web sites are easy to use contributes to the level of trust users have in a web site.

This was a relatively small study investigating only three generic Australian health web sites, the results however suggest that a larger study looking at other health web sites is needed.

For government agencies developing health information web sites more attention needs to be paid to the design of these web sites if users are to be encouraged to use the web site and return. The research suggests that effective health information web sites must be perceived to be of reliable quality, be trustworthy, have some level of intelligence to assist in the retrieval of relevant information, and be easy to use.

Although there is much research relating to the relationship between web site design and trust for e‐commerce transactional web sites this work has not been undertaken for web sites designed for information retrieval, in particular little work has been done of health information web sites. This paper fills in some of the gaps.