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11 – 20 of over 95000
Article
Publication date: 7 October 2013

Tore Martin Strandvik and Kristina Heinonen

Managing service brands entails managing a portfolio of brand relationships with customers and non-customers. The paper develops a framework for diagnosing the strength of a…

3641

Abstract

Purpose

Managing service brands entails managing a portfolio of brand relationships with customers and non-customers. The paper develops a framework for diagnosing the strength of a service brand colored by a customer-dominant business logic perspective. The paper aims to discuss these issues.

Design/methodology/approach

Combining insights from the literature on branding, service, and relationship management, the paper develops a customer-dominant conceptual and methodological approach. Brand strength captures customers' attachment to a brand in terms of their thoughts, feelings, and actions toward the brand. Since brand strength is the configuration of customers' and non-customers' brand relationships, the paper divides the brand relationship into two components – brand connection and purchase status – to compose a brand strength map.

Findings

Grounded in customers' accumulated positive and negative experiences, the framework creates a diagnostic picture of the strength of the brand, and an illustrative empirical study demonstrates the mapping procedure's applicability to service brands.

Research limitations/implications

The approach is an alternative to a traditional measurement scale development approach. Future studies should explore the framework's adaptability to different contexts, stakeholders, and industries.

Practical implications

The distinctive model comprehensively captures the aggregate picture of customers' brand relationships, and the managerially parsimonious framework can be adapted to different service settings.

Originality/value

The framework represents a novel diagnostic tool for service companies to explore their brand's strength. The approach is unique because it adopts a customer-dominant perspective. Furthermore, it includes behavior with a relational perspective and negative responses, which reduce overall brand strength.

Details

Journal of Service Management, vol. 24 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 1 September 2005

Carmel Herington, Don Scott and Lester W. Johnson

The purpose is to present the results of exploratory research which analysed firm‐employee relationship strength from the employee perspective. Three main research questions were…

5050

Abstract

Purpose

The purpose is to present the results of exploratory research which analysed firm‐employee relationship strength from the employee perspective. Three main research questions were explored: What indicators should be used to measure strong firm‐employee relationships? How important do employees see relationships to be in the work environment? and how do employees define relationship strength?

Design/methodology/approach

Qualitative research in the form of focus groups was utilised. Four focus groups of employees from medium to large regional and national Australian companies were held in a large Australian regional city.

Findings

Employees view relationships as being very important in the work environment. The findings revealed a greater degree of consistency between employees' viewpoints about important relationship elements and non‐marketing literature. Important elements found were cooperation, empowerment, communication, attachment, shared goals and values, trust and respect. The emphasis on commitment as a key relationship indicator was not supported by the findings. The findings are summarised in a proposed model of relationship strength, positing commitment as a relationship strength outcome. Employees defined relationship strength in terms of the identified elements.

Research limitations/implications

This research enables commencement of examination of the value of internal relationships through empirical examination of the proposed model.

Practical implications

Management is informed as to what makes the best work environment from the perspective of employees.

Originality/value

This paper fulfills an identified gap in the literature in relation to the ability to measure internal firm relationships. It also clarifies the confusing literature on relationship elements, and it posits a model for the empirical assessment of firm‐employee relationship strength.

Details

Qualitative Market Research: An International Journal, vol. 8 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 19 September 2016

Jung Ok Jeon and Sunmee Baeck

This paper aims to investigate consumers’ attitudinal and behavioral responses to brand crisis and examine an empirical model to explain consumer’s internal process in the context…

5477

Abstract

Purpose

This paper aims to investigate consumers’ attitudinal and behavioral responses to brand crisis and examine an empirical model to explain consumer’s internal process in the context of negative information about a brand, analyzing the relationships between the brand association types, brand-customer relationship strength and consumers’ responses depending on the types of brand crises.

Design/methodology/approach

This study uses an integrative approach based on qualitative and quantitative methods: a focus-group interview and an experiment.

Findings

The results indicated that consumers’ responses were more favorable in the corporate ability (CA) crisis than in the corporate social responsibility (CSR) crisis. In addition, consumers with high brand-customer relationship strength and brand associations for CA (CSR) showed more favorable responses to a brand crisis related to CA (CSR) than to that related to CSR (CA).

Practical implications

Managerially, firms should improve their marketing activity to reinforce particular brand association type that strongly related customers mainly have. In addition, firms should carefully find the best timing and channel that strongly related customers usually access, to present corporate corresponding statements in brand crisis and information of their corporate crisis-coping process.

Originality/value

Theoretically, this study will contribute to the literature on brand crises by providing critical insights into the mechanism underlying consumers’ responses to brand crises.

Article
Publication date: 19 July 2013

Ma Shu‐wen and Pan Wen‐an

The aim of this paper is to adopt a study framework of network embeddedness and social capital perspective, and to explore the relationship among relationship strength, knowledge…

Abstract

Purpose

The aim of this paper is to adopt a study framework of network embeddedness and social capital perspective, and to explore the relationship among relationship strength, knowledge integration capability and the efficiency of knowledge transfer among technology alliance.

Design/methodology/approach

Empirical data were acquired through a recent survey of electrical and mechanical, biopharmaceutical and chemical industries. LISREL analysis was employed to examine the impact of relationship strength and integration capability on the efficiency of knowledge transfer.

Findings

The results verify that relationship strength has a significant positive impact on cooperative knowledge transfer and external integration capability, but it cannot influence innovative knowledge and internal integration capability. The internal knowledge integration capacity has a positive influence on the external integration capacity, but the external knowledge integration does not have significant impact on the internal integration capacity. Combined with the external integration capability, relationship strength's indirect influence on cooperative knowledge transfer is greater than the direct one.

Research limitations/implications

Strengthening knowledge integration capacity is the key to improve the efficiency of knowledge transfer by taking advantage of partnerships. The enterprise should adjust the relationship strength according to the function matching of the knowledge.

Originality/value

This paper is one of very few that provide empirical evidence of the impact of relationship strength and integration capability on the performance of knowledge transfer. It provides necessary basis for the enterprise to lay out and establish the technology alliance, which the enterprise should adjust the type of union according to the characteristic of the knowledge during the process of planning the technology alliance. This paper also suggests that the enterprises should make full use of technology alliance to enhance the external integration ability.

Details

Journal of Science and Technology Policy in China, vol. 4 no. 2
Type: Research Article
ISSN: 1758-552X

Keywords

Article
Publication date: 29 June 2020

Husni Kharouf, Donald J. Lund, Alexandra Krallman and Chris Pullig

Drawing on signaling theory, the purpose of this study is to investigate the effects of the strength and framing of firm signals sent to repair relationships following relationship

2103

Abstract

Purpose

Drawing on signaling theory, the purpose of this study is to investigate the effects of the strength and framing of firm signals sent to repair relationships following relationship violations.

Design/methodology/approach

Three 2 × 2 scenario-based experiments (total n = 527) manipulate signal strength × violation type (Study 1); signal frame × violation type (Study 2); and signal strength × brand familiarity (Study 3) to examine their dynamic impacts on relationship recovery efforts.

Findings

Stronger signals are more effective at relationship repair and are especially important following integrity (vs competence) violations. Signals framed as customer gains (vs firm costs) lead to more favorable relationship outcomes. Finally, brands that are less (vs more) familiar see greater benefits from strong signals.

Research limitations/implications

The three experiments were scenario-based, which may not replicate real-life behavior or capture participants’ actual emotions following a violation, thus future research should extend into real-world recovery efforts.

Practical implications

Managers should send strong signals (communicating the level of resources invested in the recovery efforts) framed as benefits to the customer, rather than costs to the firm. Strong signals are especially important when brand familiarity is low or an integrity violation has occurred.

Originality/value

This is the first research to directly apply signaling theory to the relationship recovery process and contributes to theory by examining the role of signal strength; framing of the signal as a customer gain vs firm cost; and the interplay of signal strength and brand familiarity on the relationship recovery effort.

Article
Publication date: 1 March 2006

Amy Wong and Amrik S. Sohal

The purpose of this study is to examine consumer perceptions of their shopping experience in a retail environment.

7088

Abstract

Purpose

The purpose of this study is to examine consumer perceptions of their shopping experience in a retail environment.

Design/methodology/approach

Based on the literature, a model of relationship strength is developed and empirically tested with a sample of consumers in a chain departmental store setting in Victoria, Australia. The model investigates the effect of service quality, trust, and commitment on relationship strength. The model then seeks to explore the impact of relationship strength on attitudinal outcomes such as relationship quality and behavioral outcomes such as customer loyalty. Interrelationships among these variables are also considered. The data are analysed using LISREL VIII as the proposed research model consists of a simultaneous system of equations having latent constructs and multiple indicators.

Findings

Overall, the findings were consistent with hypotheses from the marketing/management literature. Empirical support is provided for the relationship between service quality and trust.

Research limitations/implications

Although this study found significant relationships between the constructs in the research model, it should be taken into account that the levels of variance explained are relatively modest given the large sample size. In addition, the relationship strength model was tested using a cross sectional design making casual assessments difficult.

Originality/value

The research findings could be generalized to services that share some common characteristics with regard to the nature of customer relationships in the retail industry, for example, banking, accounting, and insurance services.

Details

International Journal of Quality & Reliability Management, vol. 23 no. 3
Type: Research Article
ISSN: 0265-671X

Keywords

Article
Publication date: 16 October 2007

Susan L. Golicic

Prior research has primarily examined interorganizational relationships from the supplier or customer side or using dyadic pairs. The study aims to offer a comparison of carrier…

1627

Abstract

Purpose

Prior research has primarily examined interorganizational relationships from the supplier or customer side or using dyadic pairs. The study aims to offer a comparison of carrier and shipper relationship views using a hybrid research method examining the relationship from both points of view by sampling both populations independently with identical surveys.

Design/methodology/approach

Mail surveys were used to collect data from the two samples. Invariance tests were conducted, and the model was analyzed using structural equation modeling (AMOS 5.0).

Findings

Invariance tests of the measurement instrument and comparisons of specific results show that, in the context of shippers and carriers, relationships – specifically trust and commitment and the contribution of dependence to relationship strength – are perceived differently.

Research limitations/implications

Empirically supporting significant differences in theoretical relationship constructs between the two participants in an interorganizational relationship is important for understanding and advancing knowledge on supply chain relationships.

Practical implications

Successful supply chain management can only be achieved when firms successfully develop and manage relationships with other firms in their supply chain; therefore, it is important to recognize and understand any differences in these relationships so that they will be better equipped to manage them. Knowing that the other firm perceives differences in levels of trust and commitment and the contribution of dependence to relationship strength can provide indications of behaviors that are important to a firm in reaching their relationship goals.

Originality/value

The paper applies a method to compare supplier and customer relationship views that has not been used in supply chain management literature to uncover and support relationship differences between carriers and shippers.

Details

International Journal of Physical Distribution & Logistics Management, vol. 37 no. 9
Type: Research Article
ISSN: 0960-0035

Keywords

Article
Publication date: 1 June 2015

Rami Sariola and Miia Maarit Martinsuo

This paper investigates third-party relationships in project networks in the construction industry and seeks increased understanding on how such relationships can be strengthened…

Abstract

Purpose

This paper investigates third-party relationships in project networks in the construction industry and seeks increased understanding on how such relationships can be strengthened. The purpose of this paper is to develop a framework and propositions on enhanced relationship strength between component suppliers and designers as third parties.

Design/methodology/approach

A conceptual approach is used in this paper. Previous empirical research on business relationships, project networks and relationship strength is reviewed systematically, to identify factors required for strengthening the relationship in project networks.

Findings

Cooperative practices needed for strengthening the relationships in project networks were identified. The framework on how such practices are associated with relationship strength between supplier and designers was developed. Propositions on strengthening the relationship between component suppliers and designers were stated. These propositions can be developed further and tested in a hypothetic-deductive study.

Research limitations/implications

The research was delimited by the choice of designers as third parties. The authors used some excerpts from the earlier interview study with over 20 designers, to illustrate the issues. Empirical analysis was not included in this paper which causes an evident limitation to validity. Additional research is proposed on analyzing the contractors’ and suppliers’ viewpoints to third-party relationships.

Practical implications

The paper suggests cooperative practices for construction component suppliers to enhance their relationship strength with third parties in project networks.

Originality/value

Limited research attention has been directed at the third-party relationships of suppliers in project networks. This paper offers important knowledge about these less salient relationships in project networks, beyond a simple dyadic relationship in the direct supply chain.

Details

International Journal of Managing Projects in Business, vol. 8 no. 3
Type: Research Article
ISSN: 1753-8378

Keywords

Article
Publication date: 21 February 2020

S.W.S.B. Dasanayaka, Omar Al Serhan, Mina Glambosky and Kimberly Gleason

This study aims to identify and analyze factors affecting the business-to-business (B2B) relationship between Sri Lankan telecommunication operators and vendors. The authors…

Abstract

Purpose

This study aims to identify and analyze factors affecting the business-to-business (B2B) relationship between Sri Lankan telecommunication operators and vendors. The authors conduct a survey and develop models to explain relationship strength and satisfaction. The authors find that telecommunication operators and vendors value trust, commitment, adaptation and communication. Operator satisfaction varies by perception of product quality, service support, delivery performance, supplier know-how and value for money. The vendor’s relationship strength is impacted by trust and commitment; vendor satisfaction is affected by economic factors and referencing. The authors suggest formulating management strategies using these results to strengthen business relationships.

Design/methodology/approach

The authors develop two conceptual models to analyze the supplier and customer perspectives. This study’s drafted models were drawn from established models and were presented to experts in the industry, both telecommunication operators and vendors. Models were modified based on experts’ feedback, and hypotheses were developed from the conceptual models, developed separately for the two perspectives. Data collection was done via questionnaires; 150 questionnaires were sent via email to identified telecommunication operators and 100 questionnaires were sent via email to identified telecommunication vendors, with follow-up emails and telephone calls to improve response rates.

Findings

This study’s findings show that employees in the telecommunication industry recognize the importance of B2B relationships. Employees of both telecommunication operators and vendors agree that stronger relationships are advantageous. The correlation and regression analysis results identify factors that affect the B2B relationship. The following factors impact the strength of B2B relationships irrespective of view point: trust, commitment and satisfaction. The following factors were found to significantly affect the strength of B2B relationships between telecommunication operators and vendors from the operator perspective: adaptation and communication.

Practical implications

To enhance relationship strength, the management of operator organizations should take action to improve trust, commitment and satisfaction. Demonstrating honesty and integrity when dealing with vendors and exhibiting concern for the other party’s interests can help establish trust or enhance trust in existing relationships. Displaying commitment toward the vendor will also facilitate stronger relationships. Reasonable profits for both parties and sizeable business volume will also help satisfy vendors, increasing relationship strength. Positive referencing of the vendor in industrial and public forums will improve vendor satisfaction, enhancing relationship strength. Reputational capital can be built and maintained for both operators and vendors by keeping promises and defending the other party to outsiders. For managers of telecommunications operators and vendors in other emerging markets, this study’s results are important and can inform internal business practices to support trust, commitment and satisfaction.

Originality/value

This study contributes to the existing literature in two ways, a focus on the telecommunication industry and a previously unexplored emerging market, Sri Lanka. In addition, this study includes an analysis of the relationship from both the operator and vendor perspectives.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 March 2021

Zhibin Hu, Guangdong Wu, Xianbo Zhao, Jian Zuo and Shicong Wen

This study aims to explore the influence of the strength of ties (strong ties and weak ties) on contractual flexibility (term flexibility and process flexibility) and relationship

Abstract

Purpose

This study aims to explore the influence of the strength of ties (strong ties and weak ties) on contractual flexibility (term flexibility and process flexibility) and relationship quality among stakeholders in a megaproject network.

Design/methodology/approach

This study, via a questionnaire survey, collected 380 valid responses from megaproject professionals (including project managers, department managers and project engineers). The data were analyzed using least squares structural equation modeling.

Findings

The results show that both strong ties and weak ties have positive effects on relationship quality. The introduction of contractual flexibility can help improve relationship quality by combining the positive effects of the strength of ties. Interestingly, the indirect influence of strong ties on relationship quality is mainly due to term flexibility. However, the influence of process flexibility is not significant, while weak ties have an indirect influence through term flexibility and process flexibility.

Research limitations/implications

This study, while helpful to megaproject management both in theory and practice, is nevertheless subject to several limitations. First, this study only considers the impact of the strength of ties on contractual flexibility and relationship quality; other factors, such as environmental uncertainty, are not explored. Second, the sample data are limited to just a few regions of China. Future research should cover other influencing factors, in order to make the model more substantial; data should also be collected from different cultural and industrial sources, thereby extending and further verifying the results.

Originality/value

This study makes three contributions to extant megaproject literature. First, this study provides a deep and nuanced understanding of the strength of ties. With the distinction between strong ties and weak ties clearly explained, this research furnishes a subtler understanding of relationship governance than has previously been achieved. Second, by precisely identifying the mechanism of how contract flexibility improves contract control and coordination functions, this research offers a complementary view of how contractual flexibility positively contributes to cooperation and relationship quality. Third, this study identifies which dimension of the strength of ties is more influential. This brings a new explanation for the previous controversy and offers some insight into the determinants of how to improve relationship quality in Chinese megaprojects.

Details

Baltic Journal of Management, vol. 16 no. 3
Type: Research Article
ISSN: 1746-5265

Keywords

11 – 20 of over 95000