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Article
Publication date: 1 May 2020

Olivier Furrer, Jie Yu Kerguignas, Cécile Delcourt and Dwayne D. Gremler

The growing service sector has experienced several revolutions that have transformed the way services are created and delivered. In parallel, services increasingly pique…

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1329

Abstract

Purpose

The growing service sector has experienced several revolutions that have transformed the way services are created and delivered. In parallel, services increasingly pique the interest of scholars, resulting in an expanding body of knowledge. Accordingly, it is time to reflect on extant service research, assess its boundaries, and think about its future. This paper aims to consider three research questions: How has service research evolved over the past 27 years? Which articles have most influenced the evolution of service research in the past 27 years? What are the most promising research themes for the future?

Design/methodology/approach

To answer these questions, the authors analyze the contents of 3,177 service research articles published in ten major academic journals between 1993 and August 2019. Multiple correspondence analysis reveals the evolution of key service research themes and their underlying relationships.

Findings

The research themes are organized in a growth–share matrix with four quadrants (stars, question marks, cash cows and pets) and also combine into four research clusters (human resource management, organizational behavior and strategy, technology, and operations and customer behavior and marketing). Together with a specified list of influential articles that have shaped the evolution of service research, these insights suggest an agenda for research.

Originality/value

Acknowledging the vast growth of service research, this study presents an up-to-date picture of the discipline and an agenda to stimulate continued research.

Details

Journal of Services Marketing, vol. 34 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 17 August 2021

Olivier Furrer, Jie Yu Kerguignas and Mikèle Landry

When customers feel that they have no choice but to stay with their current provider to obtain a service that they need, they feel captive. This study aims to investigate…

Abstract

Purpose

When customers feel that they have no choice but to stay with their current provider to obtain a service that they need, they feel captive. This study aims to investigate customer captivity as a type of vulnerability and evaluate its effects on customers’ service evaluation and word-of-mouth (WOM) behavior, as well as to identify solutions that reduce customers’ feelings of captivity and improve their well-being.

Design/methodology/approach

This sequential, quantitative–qualitative, mixed-methods study draws from a survey of 1,017 customers and a qualitative analysis of 20 in-depth semi-structured interviews. Moderated mediation analysis is used to test the quantitative hypotheses; a thematic analysis explores the qualitative data.

Findings

The results of the quantitative study show that captivity emotions and price unfairness perceptions are two manifestations of customer captivity, which directly and indirectly affect service evaluations and WOM behavior. The findings of the qualitative study highlight how captive customers use emotional support-seeking negative word-of-mouth (NWOM) as a solution to reduce their captivity emotions and improve their well-being, by reinforcing their social ties and regaining a sense of control.

Research limitations/implications

This study advances transformative service research by demonstrating how captivity affects customers’ well-being and customer vulnerability literature by investigating captivity as a type of vulnerability. It contributes to service marketing literature by identifying customer captivity as a boundary condition for generic service evaluation models.

Practical implications

Captive customers seek emotional support and consequently spread NWOM. Therefore, it is critical for service providers to reduce customers’ captivity feelings and implement adequate solutions to prevent NWOM and decrease the risk of negative impacts on their profitability.

Originality/value

Any customer can become vulnerable, due to contextual circumstances. This study focuses on customer captivity as a type of vulnerability and proposes adapted solutions to improve customers’ well-being.

Details

Journal of Services Marketing, vol. 35 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 11 March 2004

Nitish Singh, Olivier Furrer and Massimiliano Ostinelli

With the growth of worldwide e‐commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global…

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653

Abstract

With the growth of worldwide e‐commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global consumers prefer to browse and buy from standardized global web sites or web sites adapted to their local cultures. This study provides evidence from five different countries as to whether global consumers prefer local web content or standardized web content. The study also measures how the degree of cultural adaptation on the web affects consumer perception of site effectiveness.

Details

Multinational Business Review, vol. 12 no. 1
Type: Research Article
ISSN: 1525-383X

Keywords

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Article
Publication date: 31 May 2019

Ghizlane Arifine, Reto Felix and Olivier Furrer

Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its…

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1528

Abstract

Purpose

Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This paper aims to have a deeper understanding of MBL by investigating its different types and facets.

Design/methodology/approach

This study uses a sequential, qualitatively driven mixed-method design consisting of in-depth interviews and supplementary survey research.

Findings

The findings of this study suggest that mood congruence, identity enhancement, unavailability risk reduction and market competition are the most important facets that explains the two types of MBL (complementary-based and product substitutes). Furthermore, the findings show that the family factor can motivate consumers to be multi-brand loyal by adding brands to an initially family-endorsed brand.

Research limitations/implications

This study advances the conceptual foundations of MBL and extends previous research on brand loyalty. Some of the findings may be limited to the economic and cultural context of relatively affluent countries with an abundance of market offers.

Practical implications

Marketing managers gain insights into how to manage brand loyalty and how to transition from MBL to single-brand loyalty.

Originality/value

The study generates novel insights into the facets of different types of MBL.

Details

European Journal of Marketing, vol. 53 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 7 October 2020

Melanie F. Boninsegni, Olivier Furrer and Anna S. Mattila

This article explores four dimensions of frontline employee (FLE) friendliness (humorous, informal, conversational, and approachable) to propose a relevant measurement…

Abstract

Purpose

This article explores four dimensions of frontline employee (FLE) friendliness (humorous, informal, conversational, and approachable) to propose a relevant measurement instrument of the influence of FLE friendliness on relationship quality and perceived value, as well as its indirect influence on repatronage intentions. Recent studies suggest FLE friendliness, defined as a tendency to convey an affective customer–employee social interaction, is a critical determinant of relationship marketing, but few scholars agree on its dimensionality. This study seeks a deeper understanding of FLE friendliness by investigating its different dimensions in various service contexts.

Design/methodology/approach

The mixed-method design, including both qualitative and quantitative research, offers a deeper understanding of the phenomenon of FLE friendliness.

Findings

The content analysis suggests FLE friendliness is multidimensional and composed of humorous, informal, conversational, and approachable behaviors. The results of a quantitative survey, conducted across four service contexts, validate this four-factor model. A second quantitative survey across two service contexts reveals the weights and relative importance of the dimensions, and then a third quantitative survey across three service contexts confirms that FLE friendliness is a significant driver of relationship quality, perceived value, and repatronage intentions (indirectly).

Originality/value

This study contributes to relationship marketing literature by strengthening the conceptual foundations of FLE friendliness, clarifying the dimensionality of the construct, developing a comprehensive measurement instrument, and extending previous research on the customer–employee interactions.

Details

Journal of Service Management, vol. 32 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 1 March 2003

Maria Tereza Alexandre, Olivier Furrer and D. Sudharshan

Many new products are based on new technologies, which may in turn be based on new scientific discoveries. The extant literature on new product development has focused on…

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2906

Abstract

Many new products are based on new technologies, which may in turn be based on new scientific discoveries. The extant literature on new product development has focused on how a firm may successfully commercialize new products. There is a corporate cost associated with new product failure, which extends beyond the final product‐manufacturing corporation to all the parties involved in the supply chain for the failed product. The new product development community has developed frameworks for managing the new product development process to minimize new product failure, notably by incorporating customer preferences into a cross‐functional approach to new product design and by creating a set of decision points or stage gates. The focus of these has been on the latter stages of the new product development process. Besides corporate decisions, society and its various institutions play a role in the shaping of new products from knowledge discoveries. Identifies how other participants may indeed influence the development of new products. Permits a more deliberate understanding of the possible impact of aiding or preventing a movement up the development hierarchy and so a clearer understanding of the potential benefits and opportunity costs may arise.

Details

European Journal of Innovation Management, vol. 6 no. 1
Type: Research Article
ISSN: 1460-1060

Keywords

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Article
Publication date: 12 September 2016

Joost Bücker, Olivier Furrer and Tanja Peeters Weem

The purpose of this paper is to assess the cross-cultural equivalence of the four-dimensional 20-item Cultural Intelligence Scale (CQS) and the two-dimensional 12-item…

Abstract

Purpose

The purpose of this paper is to assess the cross-cultural equivalence of the four-dimensional 20-item Cultural Intelligence Scale (CQS) and the two-dimensional 12-item cultural intelligence (CQ) short scale. Furthermore, the study elaborates on the results by discussing the differences between culturally equivalent and culturally non-equivalent items.

Design/methodology/approach

Data gathered from 607 students with a Chinese or Dutch background and mature international experience serve to test the cross-cultural equivalence of the CQS.

Findings

This study addresses the lack of clarity concerning the cross-cultural equivalence of the CQS in the extended domain of empirical research involving CQ. Furthermore, the consequences of the cultural equivalence tests are discussed.

Practical implications

Comparing CQ scores across cultures is only meaningful with the use of the adjusted, two-dimensional scale. Practitioners must be aware of the emic-etic character of the measurement instrument they use.

Originality/value

This study addresses the lack of clarity concerning the cross-cultural equivalence of the CQS in the extended domain of empirical research involving CQ. Furthermore, the consequences of the cultural equivalence tests are discussed.

Details

Journal of Global Mobility: The Home of Expatriate Management Research, vol. 4 no. 3
Type: Research Article
ISSN: 2049-8799

Keywords

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Article
Publication date: 1 September 2001

Olivier Furrer and D. Sudharshan

The Internet is promised a brilliant future among the favorite tools of marketing researchers. Develops a typology of Internet marketing surveys showing the existence of…

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9887

Abstract

The Internet is promised a brilliant future among the favorite tools of marketing researchers. Develops a typology of Internet marketing surveys showing the existence of eight different designs that can be used by marketers. However, researchers who plan to develop research using the Internet need to be aware of several problems related to this new tool. In particular we show that the nature of the Internet creates different sampling problems. To identify these problems, a seven‐step procedure following the steps of the sampling process is proposed. Several practical problems are then discussed.

Details

Qualitative Market Research: An International Journal, vol. 4 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 7 April 2015

Miguel Gonzalez-Loureiro, Marina Dabic and Olivier Furrer

– The purpose of this paper is to provide a research agenda for qualitative studies in the field of strategic management (SM) in the Baltic area.

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1053

Abstract

Purpose

The purpose of this paper is to provide a research agenda for qualitative studies in the field of strategic management (SM) in the Baltic area.

Design/methodology/approach

A total of 167 SM-related articles in this area between 2000 and 2013 were found. The content within title, abstract and authors’ keywords was analysed by means of a multiple correspondence analysis based on the HOMALS technique.

Findings

The intellectual structure of SM in the Baltic area is to some extent similar to the global structure of the field. Hence research on this topic in the Baltic area is well integrated in the field. Three topics of interest have been identified while the fourth seems to offer more limited opportunities for qualitative studies. These are: entry and competition; strategic behaviour and the micro-foundations of strategy; the growth-performance relationship; and global strategies.

Research limitations/implications

Despite the modest number of articles in our sample, the findings are consistent with past research on the structure of the SM field. The classification of articles into qualitative- and quantitative-based methods helped provide a research agenda.

Practical implications

SM scholars in the Baltic area may find this paper as an interesting input to their quest for finding and justifying their own research path.

Originality/value

This is an original literature review. The use of a quantitative method in the literature review and the suggested matrix is a second original contribution to evolving methodologies for content analysis. The method allows the inclusion of large samples while limiting the use of scholars’ intuition.

Details

Baltic Journal of Management, vol. 10 no. 2
Type: Research Article
ISSN: 1746-5265

Keywords

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Article
Publication date: 1 September 2005

Olivier Furrer

Downloads
605

Abstract

Details

International Journal of Service Industry Management, vol. 16 no. 4
Type: Research Article
ISSN: 0956-4233

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