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Article
Publication date: 16 August 2021

Neeru Sharma

This paper aims to investigate to what extent core, technical and social components of relationship value influence customer satisfaction and loyalty in the high…

Abstract

Purpose

This paper aims to investigate to what extent core, technical and social components of relationship value influence customer satisfaction and loyalty in the high technology business to business (B2B) markets.

Design/methodology/approach

Seven attributes of a high-technology buyer-seller relationship are identified representing the core, technical and social nature of relationship value. A conceptual model is proposed in which customer satisfaction mediates between the relationship value components and the two aspects of customer loyalty – attitudinal and behavioural. The empirical study is conducted in India employing 127 high technology customers. Structural equation modelling and path analysis is used to test the hypothesized linkages and examine the impact of different components.

Findings

Technical and social components of value influence customer satisfaction to a greater extent than the core components. Whilst behavioural loyalty is more driven by core components, attitudinal loyalty is more influenced by the social component. Satisfaction mediates the links between relationship value components and the two aspects of loyalty.

Research limitations/implications

Future research could test the modelled linkages in different countries and using larger samples and investigate the supplier perspective.

Practical implications

The paper provides useful implications for high tech product suppliers to improve their relationship with their customers. Suppliers must develop collaborative product/technology development projects and explore opportunities for personal relationships/rapport building with their customers, whilst delivering a quality product at a competitive price.

Originality/value

To the best of the authors’ knowledge, the paper is the first in B2B literature to provide an insight of how the different components of relationship value vary in influencing satisfaction and loyalty in a high technology B2B buyer-seller relationship.

Details

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

Keywords

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Article
Publication date: 1 April 1999

Neeru Sharma and Paul G. Patterson

Most previous research in the domain of relationship marketing has focused on the antecedents of loyalty and commitment in industrial markets, distribution channels or…

Abstract

Most previous research in the domain of relationship marketing has focused on the antecedents of loyalty and commitment in industrial markets, distribution channels or consumer goods. This study, however, models the antecedents of clients’ relationship commitment in the context of a professional service, high in credence qualities (where customers have difficulty in confidently evaluating service quality, even purchase and consumption) ‐ i.e. personal financial planning services. The impact of four key explanatory variables (communication effectiveness, technical quality, functional quality and trust) are examined. The results support the hypothesized model and show communication effectiveness to be a key driver of all antecedent variables, and the single most powerful determinant of relationship commitment.

Details

Journal of Services Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 3 February 2015

Neeru Sharma, Louise C Young and Ian Wilkinson

This paper aims to consider the nature and role of commitment in delivering value in customer–supplier relationships by developing and testing a model of relationship…

Abstract

Purpose

This paper aims to consider the nature and role of commitment in delivering value in customer–supplier relationships by developing and testing a model of relationship cooperativeness.

Design/methodology/approach

Data were collected using an extended version of the Industrial Marketing and Purchasing (IMP2) Group’s instrument. Pre-qualified managers largely self-completed the survey. Model associations were tested via regression and causal path analysis.

Findings

Various aspects of commitment play differing roles in relationship development. The role of commitment was less than expected; the exception is value-based commitment which is strongly associated with value creation, conflict management, trust and cooperation.

Research limitations/implications

Findings provide explanations for some inconsistencies in previous findings including reported relationships between trust, cooperation and commitment. The composition of the commitment construct(s) strongly influences relationship processes.

Practical implications

There are various kinds of commitment to build and multiple pathways to levering this into more effective relationships. In addition, an important part of these findings is strong indications that illustrate what the nature of ineffective commitment-building paths is likely to be. This is extremely important for managers in guiding deployment of relationship management resources and developing relationship management practice.

Social implications

The regulation of close business-to-business relationships remains an important issue, and the ways in which commitment can be appropriately extended are an important part of this.

Originality/value

This work focuses on the components of commitment in ways that previous work has not. The centrality of commitment in relationship value creation – beyond increased sales and revenue and predictability – is highlighted, and there is considerable extension to the understanding of the nature of this process.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 31 July 2009

Piyush Sharma, Rajiv Mathur and Abhinav Dhawan

The purpose of this paper is to explore the moderating influence of attitude toward offshore call centers (OCCs) and brand image of the service provider firm on the…

Abstract

Purpose

The purpose of this paper is to explore the moderating influence of attitude toward offshore call centers (OCCs) and brand image of the service provider firm on the relationships among perceived service quality (SQ), customer satisfaction (CS), complaint (CI) and repeat purchase (RP) intentions.

Design/methodology/approach

A total of 285 adult shoppers with prior experience with OCCs were recruited using mall‐intercept approach in a large mid‐Western city in the USA. A structured questionnaire was used to record their perceptions about their service provider using OCCs. Structural equation modeling was used to test the measurement and basic structural model, along with multi‐group analysis to test the moderating effects. Multiple moderated regression analysis was also used to verify the moderating effects.

Findings

As expected, SQ was found positively associated with CS, and CS was negatively associated with CI but positively with RP. Moreover, attitude toward OCC positively moderated the link between SQ and CS; brand image negatively moderated the link between CS and CI and positively moderated the link between CS and RP. All the hypotheses were supported.

Research limitations/implications

It was found that negative attitudes towards OCC result in feelings of dissatisfaction, increase in complaints and decrease in repeat purchases. However, customers are likely to complain less and continue to patronize for a more reputed service firm compared to a less reputed firm. This finding contradicts recent market reports, hence future research should investigate actual customer complaints and repeat purchases to confirm the moderating role of brand image.

Practical implications

Services firms using OCC should be aware that their customers have varying attitudes toward OCC. They should track these attitudes and their impact on customer complaint and repeat purchase behavior. They should also track and benchmark the service levels of their OCC with their own local call centers and those of the competitors. They could improve customer attitudes toward OCC by customer relationship management and improve the service standards through more training and empowerment of their OCC representatives.

Originality/value

This study is one of the first few empirical investigations of customer reactions to OCCs exploring the moderating influence of “Attitude toward OCC” and “Brand image” on the relationships among perceived service quality, customer satisfaction, complaint and repeat purchases. The findings provide useful insights to managers and researchers alike.

Details

Journal of Services Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 1 December 2000

Neeru Sharma and Paul G. Patterson

To date, empirical and conceptual models of relationship marketing have focused almost exclusively on a range of direct antecedents and mediator variables to explain…

Abstract

To date, empirical and conceptual models of relationship marketing have focused almost exclusively on a range of direct antecedents and mediator variables to explain variations in a dependent variable – usually relationship commitment. No attempt has been made to examine under what conditions these various antecedents have a stronger/weaker impact on relationship commitment. This paper extends the relationship marketing literature by testing a contingency model to assess the impact of trust and service satisfaction on relationship commitment under conditions of varying switching costs, alternative attractiveness and experience‐based norms, in the context of a professional consumer service. Employing a sample of 201 clients of financial planning services, we test 11 hypotheses formulated on the basis of a review of the services and relationship marketing literature, and a series of qualitative interviews with clients. The results clearly indicate that the impact of trust and satisfaction vary according to contingency conditions of switching costs, attractiveness of alternatives and client experience.

Details

International Journal of Service Industry Management, vol. 11 no. 5
Type: Research Article
ISSN: 0956-4233

Keywords

Content available

Abstract

Details

Journal of Services Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 3 February 2020

Santosh Kumar, Manoj Kumar and Neeru Jindal

This paper aims to consolidate the results of various researchers focusing the different applications, so that this paper could become the torch bearer for the futuristic…

Abstract

Purpose

This paper aims to consolidate the results of various researchers focusing the different applications, so that this paper could become the torch bearer for the futuristic researchers working in the domain of cold gas dynamics spray coating.

Design/methodology/approach

A study on the cold spray coating is presented by summarizing the data present in literature. Important factors such as coating temperature, pressure, coating thickness, particle size, which affect the erosion-corrosion (E-C) resistance, physical and mechanical properties of boiler steel are stated. This paper also addresses the use of cold spray coating and compares it with other different thermal spray processes.

Findings

From the literature review, it was noticed that cold spray technology is best as compare to other thermal spray processes to reduce porosity, increase hardness, adhesion strength and retention in properties of feedstock powders.

Originality/value

Cold spray coating technology has a great potential in almost every field especially in restoration of surfaces, generation of complex surface, biomedical application, resist hot corrosion, wear, oxidation and erosion corrosion.

Details

World Journal of Engineering, vol. 17 no. 1
Type: Research Article
ISSN: 1708-5284

Keywords

Content available
Article
Publication date: 31 July 2009

Abstract

Details

Journal of Services Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 28 May 2021

Naveen Donthu, Satish Kumar, Chatura Ranaweera, Debidutta Pattnaik and Anders Gustafsson

Journal of services marketing (JSM) is a leading journal that has published cutting-edge research in services marketing over the past 34 years. The main objective of this…

Abstract

Purpose

Journal of services marketing (JSM) is a leading journal that has published cutting-edge research in services marketing over the past 34 years. The main objective of this paper is to provide a retrospective of the thematic structure of papers published in JSM over its publication history.

Design/methodology/approach

This study uses bibliometric methods to present a retrospective overview of JSM themes between 1987 and 2019. Using keywords co-occurrence analysis, this paper unveils the thematic structure of JSM’s most prolific themes. Bibliographic coupling analysis uncovers the research trends of the journal.

Findings

Leading authors, leading institutions, authors’ affiliated countries and critically, the dominant themes of JSM are identified. As its founding, JSM has published approximately 40 papers each year, with 2019 being its most productive year. On average, lead JSM authors to collaborate with 1.30 others. Keywords co-occurrence analysis identifies nine prominent thematic clusters, namely, “marketing to service”, “quality, satisfaction and delivery systems”, “service industries”, “relationship marketing”, “service failure, complaining and recovery”, “service dominant logic”, “technology, innovation and design”, “wellbeing” and “service encounters”. Bibliographic coupling analysis groups JSM papers into four clusters, namely, “brand & customer engagement behaviour”, “service co-creation”, “service encounters & service recovery” and “social networking”.

Research limitations/implications

This study is the first to analyse the thematic structure of JSM themes over its history. The themes are analysed across time periods and then compared to dominant themes identified in contemporary service research agendas. Recommendations are made based on the gaps found. This retrospective review will be useful to numerous key stakeholders including the editorial board and both existing and aspiring JSM contributors. The selection of literature is confined to Scopus.

Originality/value

JSM’s retrospection is likely to attract readership to the journal. The study’s recommendations regarding which areas have matured and which are still ripe for future contributions will offer useful guidelines for all stakeholders.

Details

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

Keywords

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Article
Publication date: 11 July 2016

Dipika Agrahar-Murugkar, Aiman Zaidi and Chetan Gupta

Development of new products rich in nutrients required for growth and development along with acceptability can contribute in alleviating malnutrition. Laddoo, a…

Abstract

Purpose

Development of new products rich in nutrients required for growth and development along with acceptability can contribute in alleviating malnutrition. Laddoo, a traditional sweet, is well-accepted by people at large. However, traditional laddoos contain one or two food groups – sugar and saturated fat, which are not healthy. The aim of this research was to formulate a nutritious laddoo using different food groups and to study its nutritional, functional, textural and sensory profile.

Design/methodology/approach

Composite flour laddoo (TL) was formulated using a mix of cereals, sprouted legumes, malted millets, dairy ingredients, fruit, oil and jaggery and evaluated for particle size, colour, texture, nutritional, functional and sensory evaluation and compared with traditional wheat (CL-1) and chickpea (CL-2) flour laddoos (CL).

Findings

The TL’s were significantly softer in texture compared to CLs, resulting in ease in biting, chewing and swallowing. The nutritional quality of TL was significantly higher in terms of protein (24.6 g/100 g), fibre (3.8 g/100 g), iron (10.4 mg/100 g) and phosphorus (287.5 mg/100 g). The functional quality of TL was also higher in terms of phenolics (123.0 gallic acid equivalent mg/100 g), flavonoids (6.9 quercitin equivalent mg/100 g) and antioxidant activity (62.6 per cent radical-scavenging activity). Organoleptic evaluation also showed higher acceptability (eight) of TL against six for CL-1 and seven for CL-2.

Originality/value

Fortification of food products to enhance the nutritive value has become the major focus of the researchers in the field of new product development, owing to the consumer need for products having high nutritive and sensorial properties. Malnutrition is a serious matter of concern among the population of India, and the present situation demands development of products that are rich in nutrients required for growth and development and readily acceptable. Traditional laddoos made using a single ingredient does not provide sufficient nutrients, and sugar and saturated fat used for binding are not healthy options. No work on using composite flour along with sprouting/malting, jaggery and unsaturated fat to prepare laddoos with its nutritional, functional and textural properties has been reported.

Details

Nutrition & Food Science, vol. 46 no. 4
Type: Research Article
ISSN: 0034-6659

Keywords

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