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Article
Publication date: 29 January 2024

Aditi Sarkar Sengupta, Marla Royne Stafford and Alexa K. Fox

The authors' research examines how negative electronic word-of-mouth (e-WOM) alters focal customers' post-recovery justice perceptions and attitudes to determine their future…

Abstract

Purpose

The authors' research examines how negative electronic word-of-mouth (e-WOM) alters focal customers' post-recovery justice perceptions and attitudes to determine their future behavior with the service provider. Specifically, this paper develops and tests a conceptual model to investigate how negative e-WOM alters focal customers' perceptual and attitudinal outcomes after the service recovery experience. It also examines the post-recovery effect of negative e-WOM on focal customers’ willingness to patronize the service after their recovery experience.

Design/methodology/approach

To test the hypotheses, two pretests and two experimental studies with created scenarios in the retail context were conducted.

Findings

The authors' findings reveal that services are judged during and well beyond failure and recovery occurrences. To maintain a loyal customer base, service managers should develop processes that address service complaints both within and beyond the service consumption stage. The authors also find that despite a favorable recovery, focal customers gravitate toward the failure experience and develop unfavorable attitudes toward the service provider, leading to likely defections.

Originality/value

The authors' research demonstrates the persuasive power of negative e-WOM at the post-service recovery stage, making a unique contribution to the service recovery literature. This research also contributes to the persuasive effect of negative e-WOM, demonstrating message context as a boundary condition of negative e-WOM effects. In general, the authors' work highlights the importance of understanding the psychological processes involved in eliciting the persuasive influence of negative e-WOM in the post-service recovery stage that may lead to the defection of “so-called” successfully recovered customers.

Details

Journal of Service Theory and Practice, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 14 November 2019

Subhash Jha, M.S. Balaji, Marla B. Royne Stafford and Nancy Spears

This paper aims to examine the effects of purchase environment, product type and need for touch (NFT) on cognitive response, affective response and overall product evaluation in…

1496

Abstract

Purpose

This paper aims to examine the effects of purchase environment, product type and need for touch (NFT) on cognitive response, affective response and overall product evaluation in the USA and India.

Design/methodology/approach

Two experiments were conducted in two different consumer markets. In Study 1, participants evaluated haptic and non-haptic products and gave responses on cognitive response, affective response and overall product evaluation measures in the US market. In Study 2, the authors replicate Study 1 in a culturally different market of India and extend Study 1 by examining the moderating role of instrumental and autotelic dimensions of NFT on the effect of purchase environment on cognitive and affective responses.

Findings

Research findings suggest that cognitive and affective responses are the underlying mechanism between the purchase environment and overall response only for haptic product among Indian consumers. In contrast, affective response is the underlying mechanism explaining this relationship among US consumers. Furthermore, the instrumental dimension of NFT moderates the impact of purchase environment on cognitive but the autotelic NFT moderates the effect of purchase environment on affective response only for the haptic product but not for the non-haptic product.

Research limitations/implications

The study uses a relatively homogenous sample in the Indian market in contrast to the US market.

Practical implications

Results advance the understanding of the importance of haptic information processing in consumer decision-making across different purchase environments, product types and NFT using psychological distance (proximity) as a theoretical underpinning. With non-haptic shopping environments (i.e. online and mobile) growing rapidly, the results have critical implications for development of marketing strategies in Asian and US markets.

Originality/value

Empirical research examining the underlying mechanism by which purchase environment influences overall evaluation for haptic product is scarce. Additionally, understanding of the differential roles of instrumental and autotelic dimensions of NFT on cognitive and affective responses is very limited. This research fills this void and provides an understanding of the specific environment in evaluating haptic and non-haptic products in two distinct markets.

Details

Journal of Consumer Marketing, vol. 37 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 6 June 2016

Erin Willis and Marla Royne Stafford

Dietary supplements have been subject to considerable criticism because of their lack of regulation and questionable claims; yet, research indicates that consumers who are more…

2320

Abstract

Purpose

Dietary supplements have been subject to considerable criticism because of their lack of regulation and questionable claims; yet, research indicates that consumers who are more health conscious are more likely to use supplements because the products are associated with preventive health behaviors. This research aims to examine whether consumers’ familiarity with supplement advertising or their level of health consciousness significantly affects their attitudes toward three different types of dietary supplements. It also assesses whether advertising familiarity and health consciousness are related to perceptions of supplement price.

Design/methodology/approach

This paper used a point-of-purchase approach and collected data at a nationwide supplement retail store in a major metropolitan area in the southeast, resulting in a final sample of 136 consumers. In addition to the survey items, data were collected on a number of demographic factors, including gender, age, marital status, race and education.

Findings

Results suggest that health consciousness is significantly related to attitudes toward different supplement types and perceptions of supplement price, but familiarity with supplement advertising is not related.

Practical implications

The results suggest that health consciousness is a significant predictor of attitudes toward different nutritional supplements and the perceived price of supplements, but familiarity with advertising is not a predictor. Implications for marketers and public policy are provided.

Originality/value

While this research informs public policy, it is especially useful for marketers and advertisers of dietary supplements.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 1 August 1999

Nancy D. Albers‐Miller and Marla Royne Stafford

Examines differences in emotional and rational advertising appeal use across experiential and utilitarian services for 11 culturally diverse countries. Pooled across countries…

4545

Abstract

Examines differences in emotional and rational advertising appeal use across experiential and utilitarian services for 11 culturally diverse countries. Pooled across countries, rational appeals were found to be more dominant in utilitarian service advertising, while emotional appeals were used more heavily in experiential service advertising. On a country by country basis, utilitarian service advertisements consistently used a larger number of rational appeals, and experiential service advertisements contained more emotional appeals. Finally, culture appeared to influence the use of appeals more when the appeals were important to the service selling premise. That is, more variation across cultures was observed for emotional appeal use in experiential service advertising, and more variation was observed for rational appeal use in utilitarian service advertising.

Details

Journal of Services Marketing, vol. 13 no. 4/5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 February 2003

Thomas F. Stafford and Marla Royne Stafford

There are many anecdotal accounts about industrial buyers’ perceptions of sellers, but little research exists empirically to determine these perceptions. This research generates a…

2563

Abstract

There are many anecdotal accounts about industrial buyers’ perceptions of sellers, but little research exists empirically to determine these perceptions. This research generates a profile of industrial buyer perceptions of salespeople developed from a perceptual inventory gathered from a national sample of purchasing professionals. Both positive and negative profiles are identified, but means analysis generally supports the contention that industrial buyers have largely positive perceptions of salespeople. These profiles can be useful to both researchers and industry professionals in assessing the effects of buyer perceptions in industrial, business‐to‐business, and relationship marketing situations.

Details

Journal of Business & Industrial Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 February 1999

Nancy D. Albers‐Miller and Marla Royne Stafford

The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies…

27073

Abstract

The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versus goods in international markets. The current study examines advertising appeals for services and goods across four different countries: Brazil, Taiwan, Mexico and the USA. Results of a content analysis indicate that the use of rational and emotional appeals differs across both product type and country. It is suggested that culture plays a role in the use of the appeals and that the product type × country interaction is strongly reflected in Taiwanese and US advertising.

Details

Journal of Consumer Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 December 1998

Marla Royne Stafford, Thomas F. Stafford and Brenda P. Wells

The insurance industry has placed increased emphasis on service quality and customer satisfaction as companies seek to compete with generally undifferentiated products. This…

4820

Abstract

The insurance industry has placed increased emphasis on service quality and customer satisfaction as companies seek to compete with generally undifferentiated products. This attention to customer service dictates that insurers understand exactly what elements individuals use to assess their providers’ performance. This study examines the most significant dimensions of service quality and customer satisfaction across four large companies in the auto casualty industry, using the familiar SERVQUAL instrument. Results indicate that reliability is consistently the most important determinant of both perceived service quality and feelings of satisfaction among customers engaged in auto insurance claims. Implications for auto insurance providers are discussed.

Details

Journal of Services Marketing, vol. 12 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 30 January 2007

Susan W. Myers and Marla Royne Stafford

The purpose of this article is to question pharmaceutical companies in their efforts to define the problems for which they are providing solutions. It addresses the impact of DTC…

1988

Abstract

Purpose

The purpose of this article is to question pharmaceutical companies in their efforts to define the problems for which they are providing solutions. It addresses the impact of DTC advertising in making drug companies one of the most profitable industries in the country and how these profits can influence marketing decisions that leave consumers vulnerable.

Design/methodology/approach

This article identifies some possible conflicts of interests in the pharmaceutical industry.

Findings

Marketing practices of the drug companies are shaping consumers' definitions of health through the expansion of medical definitions and potential markets followed by the mass advertising of these messages. Other conflicts of interests between academic medicine and the pharmaceutical industry also exist with for‐profit sponsorship of medical research compromising the impartiality of the researchers.

Practical implications

When discussing public policy issues related to DTC advertising, it is important to look beyond the characteristics of the messages themselves and understand the foundations on which they are built before determining the benefits or harm that result.

Originality/value

Questioning the intentions of the drug companies and the other players in pharmaceutical marketing is the only way to ensure that consumer interests are protected.

Details

Journal of Consumer Marketing, vol. 24 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 February 1996

Marla Royne Stafford

Spousal influence in the decision‐making process has been studied by marketing researchers for many years. Although the knowledge base has increased substantially on this topic…

2806

Abstract

Spousal influence in the decision‐making process has been studied by marketing researchers for many years. Although the knowledge base has increased substantially on this topic, the empirical research has generally focussed on goods. As services continue to dominate the gross domestic product, understanding marital influence in the decision‐making process for services becomes critical. Reports an initial study of the relative influence of husbands and wives and the decision‐making process for four different services. Results suggest that for experiential services, joint decision making is the norm. However, for services higher in credence qualities, role specialization tends to occur during the decision‐making process.

Details

Journal of Services Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 August 1996

Marla Royne Stafford

Service quality continues to be a significant issue in the banking industry. Because money and other financial services are generally undifferentiated products, banks are…

4140

Abstract

Service quality continues to be a significant issue in the banking industry. Because money and other financial services are generally undifferentiated products, banks are continually striving for increased service quality in order to achieve and maintain a competitive edge. Critical to the improvement of service quality is the determination of those service quality characteristics considered important by consumers. Moreover, it is necessary to understand which of those elements of service quality are more important to different groups of customers. Reports a study that identifies distinct elements of bank service quality and ascertains which of those elements are most important to different demographic groups.

Details

Journal of Services Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

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