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Article
Publication date: 22 April 2022

Rodoula H. Tsiotsou and Sandra Diehl

Transformative value is a central tenet of transformative service research (TSR) because it affects individual and community well-being, quality of life and…

Abstract

Purpose

Transformative value is a central tenet of transformative service research (TSR) because it affects individual and community well-being, quality of life and sustainability. Although transformative value plays a significant role in well-being, the literature suffers from a lack of sound interdisciplinary conceptual frameworks that delineate how transformative value is created in services throughout the service consumption process. Therefore, the purpose of this paper is to examine the nature and role of service communications during the various stages of the service consumption process to enable the creation of transformative value for people and the environment.

Design/methodology/approach

To achieve the above goal, the authors integrate agenda-setting theory (media theory) combined with framing and relational dialectics (communication theories) as well as TSR.

Findings

In line with the objectives of the study, the authors propose an integrative framework named Transformative Value Creation via Service Communications (TVCSC) that explains how firms set their transformative corporate agendas through their dialectics with consumers, society and media. This transformative agenda is reflected in the marketing mix of their services (7Ps) as communicated with various means, physically and digitally (sales/frontline personnel, advertising, CSR, social media and website). Recommendations for a transformative marketing mix are provided. Furthermore, TVCSC illustrates how value is co-created in all customer–firm interactions via relationship dialectics throughout the service consumption process to result in transformative value outcomes.

Research limitations/implications

The proposed framework identifies several research gaps and provides useful future research directions.

Originality/value

This is the first comprehensive framework that explains how transformative value is created through the various communications in services and is the outcome of value co-creation interactions of the service consumption process.

Article
Publication date: 28 October 2021

Rodoula H. Tsiotsou

The purpose of the study is to identify critical value-creating elements of luxury services expressed in ratings and reviews posted on third-party sites and examine…

Abstract

Purpose

The purpose of the study is to identify critical value-creating elements of luxury services expressed in ratings and reviews posted on third-party sites and examine cross-cultural differences. To this end, the research analyzed online ratings and reviews of luxury hotels posted on TripAdvisor from customers of four European regions (East, North, South and West).

Design/methodology/approach

Eight hundred thirty-eight online user-generated ratings and reviews of luxury hotels were analyzed quantitatively using MANOVA and qualitatively using text analysis.

Findings

The study findings support (a) that product and physical evidence are the most critical experiential elements of luxury hotels' offerings and (b) cultural differences among tourists from various regions of Europe in their hotel ratings and reviews. Specifically, Eastern and Northern Europeans are more generous in their review ratings than western and southern Europeans. Moreover, eastern Europeans value the hotel's physical evidence/environment whereas western Europeans prioritize the core product (room and food) followed by the physical environment/servicescape. Southern Europeans and Northern Europeans value most the personnel, followed by the physical environment and the core product, respectively.

Practical implications

Cultural differences provide several implications with regard to luxury services segmentation, social media management, service marketing mix development and hotel promotion.

Originality/value

The value of this study originates from studying post–purchase customer behavior in luxury services from a cross-cultural perspective. Moreover, identifying critical aspects of value-creating customer experience in a luxury context adds to the available literature.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 18 December 2020

Rodoula H. Tsiotsou

The purpose of this paper is to provide an in-depth understanding of actor engagement (AE) on social media by proposing a holistic and integrative conceptual framework.

Abstract

Purpose

The purpose of this paper is to provide an in-depth understanding of actor engagement (AE) on social media by proposing a holistic and integrative conceptual framework.

Design/methodology/approach

Based on a sample of 118 articles, the paper draws on the service-dominant logic (SDL)-based service ecosystem perspective combined with the tenets of relational dialectics as theoretical lenses to inform AE research in social media.

Findings

The paper proposes a framework of AE in social media called the TASC model, an acronym of Thesis-Antithesis-Synthesis-Conflict. TASC introduces the dialectical nature of AE and discusses the contexts and levels of AE in the social media ecosystem and their evolving processes.

Practical implications

Firms can apply the knowledge provided by TASC to gather marketing intelligence and develop marketing strategies to anticipate tensions, motivate the desired AE intensity and valence and reinforce value co-creation in the social media ecosystem.

Originality/value

TASC is a comprehensive framework that, for the first time, explains engagement at all levels of the social media ecosystem by combining the SDL-based service ecosystem view with the relational dialectics perspective.

Article
Publication date: 14 March 2016

Ann Mitsis and Civilai Leckie

The purpose of this paper is to validate Tsiotsou’s (2012) sport team brand personality scale in a new country (Australia) and segment (Generation Y) and extend its use…

1702

Abstract

Purpose

The purpose of this paper is to validate Tsiotsou’s (2012) sport team brand personality scale in a new country (Australia) and segment (Generation Y) and extend its use from sport teams to individual athletes. This paper also explores the scale’s predictive power in an athlete’s role model influence.

Design/methodology/approach

An online panel survey with 560 responses from Australian Generation Y consumers was obtained. Structural equation modelling was used to test and validate the scale.

Findings

This paper confirmed the sport team brand personality scale can be applied to an individual athlete. Three dimensions of the scale, namely, competitiveness, morality and authenticity, were found to have predictive power in an athlete’s role model influence. Authenticity was the strongest predictor, followed by morality and competitiveness.

Practical implications

Individual athlete brand personality is powerful in influencing how Australian Generation Y consumers identify with their favourite athlete as a role model. These insights assist brand and marketing managers to use athletes as part of their communication strategies regarding brand and product endorsements.

Originality/value

This research addresses Tsiotsou’s (2012) call to test the robustness and external validity of the sport team brand personality scale and to empirically test how the scale can predict outcomes. The authors succeeded in validating and extending the sport brand personality scale to an individual athlete level in a new country and consumer segment. The scale was found to have predictive power in an athlete’s role model influence.

Details

Journal of Service Theory and Practice, vol. 26 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 9 October 2019

Rodoula H. Tsiotsou

Cross-cultural research constitutes a pivotal topic for marketing; however, the literature indicates that there are a few studies analyzing social media reviews from a…

Abstract

Purpose

Cross-cultural research constitutes a pivotal topic for marketing; however, the literature indicates that there are a few studies analyzing social media reviews from a cross-cultural perspective using cultural proximity (supra-national level) as a proxy of culture. Therefore, the purpose of this study is to identify cross-cultural differences in service evaluations and specifically, in hotel appraisals among tourists from Central, Eastern (including Post-Soviet States), Northern and Southern Europe.

Design/methodology/approach

A quantitative approach has been taken by studying online user-generated ratings of hotels on Trip Advisor. In total, 1,055 reviews of five hotels in Greece were used for the study.

Findings

Multivariate analysis of variance and analysis of variances results confirm cultural differences in overall service evaluations and attributes (value, location, sleeping quality, rooms, cleanliness and service) of tourists from various European regions. Specifically, Eastern Europeans uploaded more reviews than any other European group, whereas Northern Europeans were more generous in their appraisals than Eastern, Southern and Central Europeans.

Practical implications

The results of the study could be used for segmentation purposes of the European tourism market and for recognizing, which aspects of their services need to be improved based on the segments they serve. Moreover, managers should encourage Northern and Eastern Europeans to upload their reviews as both groups are more generous in their evaluations. Moreover, the findings are useful to marketers of other services.

Originality/value

To the author’s knowledge, this is the first study that examines cross-cultural differences in hotel appraisals from a supra-national perspective including developed (Northern and Western Europe), developing (Southern Europe) and emerging tourism markets (Eastern Europe).

Details

Journal of Services Marketing, vol. 33 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Content available
Article
Publication date: 14 March 2016

Rodoula H Tsiotsou and Jochen Wirtz

503

Abstract

Details

Journal of Service Theory and Practice, vol. 26 no. 2
Type: Research Article
ISSN: 2055-6225

Content available
Article
Publication date: 18 April 2016

Rodoula H Tsiotsou and Mark S. Rosenbaum

500

Abstract

Details

Journal of Service Management, vol. 27 no. 2
Type: Research Article
ISSN: 1757-5818

Article
Publication date: 22 June 2010

Rodoula Tsiotsou and Vanessa Ratten

The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.

16421

Abstract

Purpose

The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.

Design/methodology/approach

The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on tourism marketing.

Findings

The paper finds that there are a number of research avenues for tourism marketing researchers and marketing practitioners to conduct investigations on but the most important areas are consumer behavior, branding, e‐marketing and strategic marketing.

Practical implications

The paper is relevant to tourism firms and destination management organizations in the development of marketing activities/capabilities to increase their customer base. In addition, as this paper takes a global perspective it is also helpful to compare different international research directions.

Social implications

Changing demographics and the aging of the global population mean different marketing approaches will be needed to market tourism services to older consumers and also consumers from developing countries such as China and India.

Originality/value

This paper is a key resource for marketing practitioners wanting to focus on future growth areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise.

Details

Marketing Intelligence & Planning, vol. 28 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Content available
Article
Publication date: 22 June 2010

Rodoula H. Tsiotsou

587

Abstract

Details

Marketing Intelligence & Planning, vol. 28 no. 4
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 10 December 2021

Rodoula H. Tsiotsou and Philipp Klaus

The purpose of this study is to propose a conceptual framework of beautification/modification services, to introduce the special issue on the topic “Mirror, Mirror on the…

Abstract

Purpose

The purpose of this study is to propose a conceptual framework of beautification/modification services, to introduce the special issue on the topic “Mirror, Mirror on the Wall! Examining the Bright and Dark Side of Face and Body Beautification/Modification Services” and to provide a future research agenda.

Design/methodology/approach

Building on the available literature, the authors developed the “Nip and Tuck” service framework of beautification/modification services depicting the motives, benefits and outcomes while it identifies current industry trends.

Findings

The authors explore the antecedents and consequences (positive and negative) of consuming face and body beautification/modification services and integrate these in the “Nip and Tuck” service framework. In the framework, the authors acknowledge the critical role of new technologies such as augmented reality apps and the internet in enabling and transforming beautification/modification services into commodities. The framework also identifies the benefits consumers seek and derive from these services while it recognizes current trends that shape the industry. The authors conclude with a set of future research directions that arise from the framework and the papers in the special issue.

Practical implications

The attained insights are useful to managers of beautification and modification services seeking to understand and satisfy their customers’ needs while securing their well-being.

Social implications

Understanding the role of beautification and modification services in consumers’ well-being is essential for business managers and policymakers.

Originality/value

The authors propose a novel, “Nip and Tuck” framework of face and body beautification/modification services and its key antecedents and consequences while considering both their bright and dark sides.

1 – 10 of 40