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Article
Publication date: 22 March 2021

Zhongpeng Cao

From the perspective of customer segmentation, most scholars show more interest in the very important person (VIP) customer’s service experience and satisfaction; however, the way…

Abstract

Purpose

From the perspective of customer segmentation, most scholars show more interest in the very important person (VIP) customer’s service experience and satisfaction; however, the way in which ordinary customers view VIP services has received less attention. Based on fairness heuristic theory and social comparison theory, this study aims to examine the impact of the social visibility of VIP services on ordinary customers’ satisfaction and explored the underlying mechanisms and boundary conditions of this effect.

Design/methodology/approach

Two experiments were conducted, Study 1 verified the main effect and mediating effect, Study 2 tested the moderating effect.

Findings

The results show that the social visibility of VIP services decreases ordinary customers’ satisfaction and perceived fairness mediates this effect. The deservingness of VIP status moderates the connection between social visibility and perceived fairness.

Research limitations/implications

This research changes the objects of VIP services research and focuses on ordinary customers as its main group and expands the scope of social comparisons among customers.

Practical implications

The findings expand the scope and perspective of research on VIP services and provide guidance to service providers to reduce ordinary customers’ feelings of unfairness so as to improve customer satisfaction.

Originality/value

This study explores the effect of the social visibility of VIP services on ordinary customer satisfaction from the perspective of perceived fairness, as well as the underlying mechanism and boundary conditions of the effect.

Article
Publication date: 3 August 2023

Ali Sajedikhah, Hossein Rezaei Dolatabadi and Arash Shahin

This study aims to investigate the extent and pattern of the influence of one of the most important decision-making tools in the context of social commerce. This study…

Abstract

Purpose

This study aims to investigate the extent and pattern of the influence of one of the most important decision-making tools in the context of social commerce. This study demonstrates how much customer testimonials (including verified purchases and ordinary users) can influence the sales rank of experience and search goods.

Design/methodology/approach

The data were collected by text mining and performing a content analysis on the XML documents of Web pages and processing them. For search goods, 22,311 opinions were recorded regarding 95 mobile phones. Additionally, for experience goods, 67,817 opinions were recorded regarding 162 books in the Amazon online store. The data were analyzed by functional regression method in longitudinal data analysis.

Findings

In terms of importance, the opinions and recommendations of verified purchases had a 60% greater impact on the sales rank of experience goods than the opinions and recommendations of ordinary users. In search goods, the opinions of ordinary users had a greater impact than the opinions of verified purchases. The historical effect of the opinions of ordinary users at the end of the review period on sales rank was evident, while the historical effect of the verified purchase viewpoints during the review period had a nonlinear curve. The results showed that it was necessary to increase the volume of comments to increase their reliability in experience goods.

Practical implications

Measuring the effect of customer testimonials helps the managers of retail websites design algorithms and online suggestion systems, thereby improving the sales of their products by providing information desired by customers.

Social implications

Individuals can be a source of information and influence the buying decision process of others by sharing their experiences. This issue helps reduce the purchase risk and explains the importance of interaction and sharing the customer’s experience.

Originality/value

Analyzing the impact of customer testimonials by separating verified purchases and ordinary users is one of the advantages of this study. The quantitative estimation of the impact of recommendations and the provision of a model of their historical effect is one of the approaches not addressed in similar studies.

Details

Competitiveness Review: An International Business Journal , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1059-5422

Keywords

Article
Publication date: 15 March 2023

Gianluca Pusceddu, Ludovica Moi and Francesca Cabiddu

This paper aims to empirically investigate the typologies of phygital (synaeresis of “physical” and “digital”) customer experiences (CXs) that can arise in high-tech retail based…

Abstract

Purpose

This paper aims to empirically investigate the typologies of phygital (synaeresis of “physical” and “digital”) customer experiences (CXs) that can arise in high-tech retail based on the intensity of consumers' responses and reactions to the stimuli triggered by firms. Moreover, it explores how firms attempt to shape the architecture of the phygital CXs. Notably, this article identifies the flexible and agile strategies implemented by firms to enhance the several typologies of phygital CXs, with the intention of better exploiting physical and digital features to respond to the differences in customers' needs, preferences and expectations.

Design/methodology/approach

This study performs an in-depth exploratory single-case study based on semi-structured interviews with the customers, managers and employees of the Webidoo Store.

Findings

This study develops a framework illustrating the main typologies of ordinary (“hostile”, “controversial” and “disappointing”) and extraordinary (“passionate” and “explorative”) CXs that can arise in phygital contexts. Also, it identifies some key flexible and agile strategies (“decompressive strategy”, “mentoring strategy”, “prompting strategy” and “entertaining strategy”) that companies might follow to adjust their offerings and respond quickly to the different forms of phygital CXs to create a more compelling experience tailored to customers' needs, preferences and expectations.

Research limitations/implications

Among the study's limitations are the single-case study methodology and a specific setting like the Italian one. As a result, future studies could broaden the study to include other research contexts and countries. The paper offers significant managerial insights based on the many forms of CX across ordinary and extraordinary CXs. Thus, it provides critical takeaways for businesses to meet customer demand.

Originality/value

This paper analyzes the different typologies of ordinary and extraordinary CXs that could occur in phygital contexts based on the intensity of consumers' responses and reactions to firms' stimuli. Also, it explores how firms attempt to shape the architecture of the phygital CXs through flexible and agile strategies. From this paper, managers and decision-makers can reflect on successful strategies they could use to affect the stimuli to which customers respond in an agile manner, thus enhancing phygital CXs.

Details

Management Decision, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 18 July 2018

Azi Lev-On and Vered Uziel

The purpose of this paper is to analyze contemporary uses and gratifications (U&G) of the media, focusing on the differences between emergency and ordinary times, and between…

Abstract

Purpose

The purpose of this paper is to analyze contemporary uses and gratifications (U&G) of the media, focusing on the differences between emergency and ordinary times, and between media consumers in the border region and in the home front during the Israel-Gaza War (2014).

Design/methodology/approach

The study used a questionnaire containing 184 items. This significant number of items was necessary due to the large number of media channels and potential uses examined. Due to the length of the questionnaire, and the inclusion of individuals who are not habitual internet users, data were collected in the field rather than through a telephone survey or online. The list of media and uses was compiled based on a review of existing literature regarding functions of media in emergencies.

Findings

Television and news websites are dominant suppliers of national and local information, but mobile and social channels lead in terms of social uses, discussions, requests and provision of assistance. The same channels were almost always used during emergencies and ordinary times to satisfy a specific need. The leading channels – television, Facebook, WhatsApp and SMS – were used significantly more on the frontlines than on the home front. The findings demonstrate that people use diverse media, but channels that are live, visual, social and mobile are dominant.

Originality/value

Very few academic studies have compared media uses during ordinary times and emergencies, and those existing focus on the uses of a specific medium. The present study examines various U&G of traditional and new media during the war, compares uses during the war with uses during ordinary times, and compares the population in the border region with the population in the home front.

Article
Publication date: 8 May 2017

Youjae Yi, Seo Young Kim and Jae Won Hwang

This study aims to examine how social exclusion and the social status of a rejecter affect consumers’ purchase intentions toward ordinary products.

Abstract

Purpose

This study aims to examine how social exclusion and the social status of a rejecter affect consumers’ purchase intentions toward ordinary products.

Design/methodology/approach

Three experiments were conducted to test the hypotheses.

Findings

The status of a rejecter, whether high or low, had a significant influence on individuals’ evaluations of ordinary products. Results showed that individuals who were rejected by a low status source had higher purchase intentions toward the ordinary (vs unique) products compared to those who were rejected by a high status source due to threatened self-concept.

Practical implications

With the increased number of lonely consumers in the market today, firms should pay closer attention to the behavioral patterns of consumers who are socially excluded. In addition, firms should be aware that consumers’ purchase intentions vary depending on the sources of social exclusion.

Originality/value

This paper addresses the significant impact of sources of social exclusion on consumers’ evaluation of ordinary products. Moreover, this study focuses on a relatively neglected definition of social status, namely, the sociometric status, to fill the gap in the social status literature.

Details

European Journal of Marketing, vol. 51 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 May 2020

Fatima Abdulaziz Al-Emadi and Imene Ben Yahia

The study aims to explore why consumers engage with ordinary celebrities on social media by identifying the influential characteristics that have engaged followers and have led to…

3742

Abstract

Purpose

The study aims to explore why consumers engage with ordinary celebrities on social media by identifying the influential characteristics that have engaged followers and have led to opinion leadership on visual platforms, such as Instagram and Facebook.

Design/methodology/approach

Qualitative data were collected from 32 social media users following at least one ordinary celebrity on Instagram and Facebook in Qatar and Tunisia.

Findings

The findings of this study highlight five main characteristics that lead to fame and opinion leadership on social media visual platforms: credibility, storytelling and content quality, fit with the platform, Actual and aspired image homophily and consistency.

Research limitations/implications

This research is, to the best of the authors’ knowledge, one of the first studies that highlight the features determining opinion leadership on visual platforms such as Instagram and Facebook. Second, the results of the study highlight some features that distinguish ordinary celebrities from traditional established celebrities.

Practical implications

The findings of this research represent a guideline for effective influential marketing development. Based on the results, recommendations are provided for companies, influencers and social media users who aspire to become influencers.

Originality/value

This research, to the best of the authors’ knowledge, is among the first to shed light on opinion leadership through ordinary celebrities on visual social media platforms, such as Facebook and Instagram, and thus, adds new insights to the area of social media marketing.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 10 July 2017

Ralf Wilden and Siegfried Gudergan

The purpose of this paper is to investigate the effects of a firm’s service-dominant orientation on marketing and technological capabilities, and its performance. It outlines how…

2320

Abstract

Purpose

The purpose of this paper is to investigate the effects of a firm’s service-dominant orientation on marketing and technological capabilities, and its performance. It outlines how a service-dominant orientation offers guidance for the development and deployment of ordinary capabilities, and indirectly affects performance. Additionally, it delineates how dynamic capabilities affect the impact of a service-dominant orientation on ordinary capabilities.

Design/methodology/approach

Partial least squares structural equation modeling drawing on data from 228 firms serves to assess hypotheses relating service-dominant orientation and dynamic capabilities with firm performance.

Findings

The results indicate that marketing and technological capabilities fully mediate the relationship between a firm’s service-dominant orientation and firm performance. Furthermore, the positive marginal effect of a firm’s service-dominant orientation on its marketing capabilities increases with the firm displaying a stronger service-dominant orientation. In addition, the positive effect of service-dominant orientation on marketing capabilities reduces the more the firm deploys dynamic capabilities.

Research limitations/implications

Because of the cross-sectional sample, future studies could adopt longitudinal research designs to explore the impact of a service-dominant orientation on ordinary capabilities and performance, or investigate the applicability of the findings in other contexts.

Practical implications

The findings imply that implementing a service-dominant orientation can be beneficial for firms. However, because the impact of such an orientation weakens the greater a firm’s dynamic capabilities, managers need to be mindful of this trade-off.

Originality/value

The study is the first to establish a link between the dynamic capability view, originating from strategy research, and service-dominant logic, stemming from marketing thinking.

Details

Journal of Service Theory and Practice, vol. 27 no. 4
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 3 April 2017

Iraj Radad, Hassan Behzadi and Somayeh Zadehrahim

The present research aims to compare information-seeking behaviour of ordinary and elite saffron farmers in Iran.

Abstract

Purpose

The present research aims to compare information-seeking behaviour of ordinary and elite saffron farmers in Iran.

Design/methodology/approach

The study sample consisted of 375 saffron farmers (295 ordinary and 80 elite saffron farmers) selected using the cluster sampling method. Data were collected by a kind of researcher-made questionnaire.

Findings

The results showed saffron onion, pesticides, cultivators and farmland worker were the main components of saffron farmers’ information-seeking behaviour of both groups. The most important sources of information for both groups included reference to past experience, neighbouring saffron farmers, contact with informants and other family members. The main criteria which affected the behaviour of the two groups on the use of information sources were provided information in local language, native people, clear and intelligible information and low cost. Farmers were also confronted with common problems such as lack of attention to the needs of farmers and insufficient number of technical experts. It was also found that there was no significant relationship between information-seeking behaviour of elite and ordinary saffron farmers and their performance.

Originality/value

Saffron is one of the most important agricultural export products in Iran, and this paper is the first research in this subject. The results can help develop information-seeking behaviour of farmers.

Details

The Electronic Library, vol. 35 no. 2
Type: Research Article
ISSN: 0264-0473

Keywords

Article
Publication date: 15 January 2019

Miguel Pina e Cunha and Stewart Clegg

This paper aims to describe the hidden presence of improvisation in organizations. The authors explore this presence through George Perec’s notion of the infra-ordinary applied to…

Abstract

Purpose

This paper aims to describe the hidden presence of improvisation in organizations. The authors explore this presence through George Perec’s notion of the infra-ordinary applied to the study of the learning organization and its paradoxes.

Design/methodology/approach

Most studies of paradox and improvisation are qualitative and inductive. In this conceptual paper, the authors offer a conceptual debate aiming to redirect conceptual attention on studies belonging to the domains of learning, improvisation and paradox.

Findings

The authors defend the thesis that improvisation is an example of a paradoxical practice that belongs to the domain of infra-ordinary rather than, as has been habitually assumed in extant research, the extraordinary.

Research limitations/implications

The study draws research attention to the potential of the infra-ordinary in the domains of paradox, improvisation and learning.

Practical implications

For practice, the study shows that improvisation can be a relatively trivial organizational practice as people try to solve problems in their everyday lives.

Social implications

Most organizations depend upon the capacity of their members to solve problems as these emerge. Yet, organization theory has failed to consider this dimension. As a result, organizations may be unintentionally harming their capacity to learn and adapt to environments by assuming that improvisation is extra-ordinary.

Originality/value

The study of paradox and improvisation from an infra-ordinary perspective has not been explicitly attempted.

Details

The Learning Organization, vol. 26 no. 3
Type: Research Article
ISSN: 0969-6474

Keywords

Article
Publication date: 28 July 2020

Yvonne Lederer Antonucci, Annetta Fortune and Mathias Kirchmer

While organizations have learned to understand the importance of developing business process management (BPM) capabilities, digitalization now transforms business processes, and…

2259

Abstract

Purpose

While organizations have learned to understand the importance of developing business process management (BPM) capabilities, digitalization now transforms business processes, and introduces new challenges. Extending prior research examining the value of BPM capabilities in organizations, this study examines the associations of BPM capabilities across direct and indirect digitalization benefits.

Design/methodology/approach

Drawing from the capabilities perspective of strategic management, the dynamic versus ordinary classification was used to classify eight BPM capabilities. An empirical investigation of associations between the eight BPM capabilities and 20 digitalization benefits is presented based on data collected from 165 BPM professionals across four continents. Factor analyses were performed to verify the framework measures for BPM capabilities and digitalization benefits. The Kendall's tau-b (τb) correlation coefficient was used to measure the strength and direction of associations.

Findings

Overall results confirm positive associations between BPM capabilities and digitalization benefits, but the relationship was less dominant for ordinary BPM capabilities and indirect benefits. Furthermore, relationships between individual BPM capabilities and specific digitalization benefits vary both across and within the categories.

Practical implications

These findings support the moderate capability-based view that puts ordinary and dynamic capabilities on equal footing in dynamic environments, while also providing insight for managers focused on specific outcomes with digitalization efforts.

Originality/value

This study reveals that the strength of associations between BPM capabilities and digitalization benefits varies. This highlights the relevance of ordinary-dynamic and direct-indirect distinctions, and the value of a more fine-grained understanding to better inform practice.

Details

Business Process Management Journal, vol. 27 no. 1
Type: Research Article
ISSN: 1463-7154

Keywords

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