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Article
Publication date: 14 February 2020

Russel P.J. Kingshott, Piyush Sharma and Smitha Ravindranathan Nair

This paper aims to combine the social–technical systems and social exchange theories with the resource-based view of the firm, to investigate how business-to-business (B2B…

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Abstract

Purpose

This paper aims to combine the social–technical systems and social exchange theories with the resource-based view of the firm, to investigate how business-to-business (B2B) service firms manage their social and technical resources to manage customer relationships.

Design/methodology/approach

An online survey-based study with 321 managers working in Australian small and medium (SME) firms is used to test hypotheses about the sequential and substitutional impact of four social and technical resources (service quality, satisfaction, trust and commitment) on customer loyalty, using both offline and online platforms.

Findings

The findings show that both social and technical chains of effects are viable channels for B2B service firms to build customer loyalty; however, mixing of both social and technical resources results in the weakening of both these chains.

Research limitations/implications

The results based on B2B service relationships between Australian SME firms and their banks may not be generalizable to other contexts.

Practical implications

This research would help managers in B2B service firms understand the pitfalls of combining their social and technical resources because it may hamper their ability to build customer loyalty. Hence, they need to learn how to synergize their marketing resources across both offline and online platforms to achieve optimal results.

Originality/value

This research introduces social and technical chains of effects as a novel way to examine the ability of B2B service firms to optimize their social and technical resources in a synergistic manner to build and nurture stronger customer relationships.

Details

European Journal of Marketing, vol. 54 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 24 September 2020

Russel P.J. Kingshott, Sanjaya Singh Gaur, Piyush Sharma, Sheau Fen Yap and Yekaterina Kucherenko

This paper aims to investigate the individual and combined effects of three types of psychological contracts between customers and service employees (i.e. transactional…

Abstract

Purpose

This paper aims to investigate the individual and combined effects of three types of psychological contracts between customers and service employees (i.e. transactional, relational and communal), resulting from the service organizations’ relational marketing efforts, on their customers’ service brand evaluations in terms of their satisfaction, trust and commitment toward the brand.

Design/methodology/approach

This study uses a field-survey of 303 regular customers of beauty salons and hairdressers in Auckland, New Zealand. All the constructs were measured using adapted versions of well-established scales and data was analyzed using SmartPLS due to the relatively smaller sample size and the primary research objective being the prediction of the three outcome variables (i.e. satisfaction, trust and commitment).

Findings

Transactional and relational contracts have a negative and positive impact, respectively, upon communal contracts. Communal contracts mediate the impact of transactional and relational contracts on trust and commitment but not on satisfaction. Trust also mediates the relationship between satisfaction and commitment.

Research limitations/implications

This paper collected data from female customers of beauty salons and hairdressers in New Zealand, which may affect the generalizability of the results.

Practical implications

This study provides practical insights into the differences in the roles of psychological contracts between the customers and service employees, which may help managers in service firms improve their customer relationship outcomes.

Originality/value

This paper extends the relationship and services marketing literature to reveal the individual and combined effects of the three types of psychological contracts on customer satisfaction, trust and commitment toward their service brand.

Details

Journal of Services Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 28 December 2018

Faisal T. Alhathal, Piyush Sharma and Russel P.J. Kingshott

The purpose of this paper is to examine the impact of service separation on the ability of service firms to build and maintain customer relationships, by exploring the differences…

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Abstract

Purpose

The purpose of this paper is to examine the impact of service separation on the ability of service firms to build and maintain customer relationships, by exploring the differences in the strength of interrelationships among key relational constructs between separated and unseparated service delivery modes.

Design/methodology/approach

A field survey was conducted with retail banking customers in Saudi Arabia (n=592) using a structured self-administered questionnaire consisting of well-established scales. Data were analyzed using AMOS 24.

Findings

Service separation negatively moderates (weakens) the ability of the service firms to leverage their social benefits, relational trust and affective commitment to increase customer loyalty and to strengthen overall customer relationships.

Research limitations/implications

This study uses retail banking customers in Saudi Arabia to test the impact of service separation in their relationship with the bank; hence, its findings may not be generalizable to other types of services and cultural settings.

Practical implications

Service firms using online and mobile technologies should be aware that trust and commitment remain key to building customer loyalty. Hence, the trade-off between the benefits of these technologies and their negative impact on customer relationship needs to be factored into managerial decision making.

Originality/value

The paper highlights the importance of maintaining face-to-face interactions with service customers to create robust relationships that yield loyalty, despite the growing popularity of online and mobile technologies.

Details

Journal of Service Theory and Practice, vol. 29 no. 1
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 21 May 2024

Abdüssamet Polater, Işık Özge Yumurtacı Hüseyinoğlu, Russel PJ Kingshott and Daniel Schepis

This study aims to examine the role relational dynamics, grounded in the theories of social exchange and social capital, play within the context of geographic indication (GI) food…

Abstract

Purpose

This study aims to examine the role relational dynamics, grounded in the theories of social exchange and social capital, play within the context of geographic indication (GI) food supply chain network (FSCN) performance.

Design/methodology/approach

A total of 30 qualitative interviews were undertaken with key informant stakeholders across a variety of organizations within Turkish GI FSCNs. An open, axial and selective grounded theory coding process was used for the analysis, teasing out critical themes that underpinned the conceptual framework.

Findings

The findings identify the formal and informal mechanisms which govern GI FSCNs. These two forms of governance mechanisms influence network performance, which was found to comprise logistics, production, business and socio-economic performance dimensions. Transparency, GI traceability, trust and psychological contract violations were found to mediate the link between governance and network performance outcomes.

Originality/value

To the best of the authors’ knowledge, this study is the first to explore GI FSCNs from the perspective of relationship marketing and through the lens of social exchange and social capital theory. Accordingly, both academics and practitioners can benefit from the study, as it unveils relevant relational factors underpinning such networks.

Details

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

Keywords

Article
Publication date: 20 November 2019

Sanjaya Singh Gaur, Russel P.J. Kingshott and Piyush Sharma

The purpose of this paper is to study the impact of relationship comfort and relationship proneness on the ability of service firms to build and maintain customer relationships in…

Abstract

Purpose

The purpose of this paper is to study the impact of relationship comfort and relationship proneness on the ability of service firms to build and maintain customer relationships in emerging markets (EMs).

Design/methodology/approach

A field-survey was conducted with retail-banking customers in India (n=300) using a structured self-administered questionnaire with well-established scales.

Findings

Relationship comfort positively affects key relationship marketing (RM) constructs (e.g. customer satisfaction, trust, commitment and loyalty) and relationship proneness positively moderates (strengthens) the impact of relationship comfort on customer commitment and loyalty.

Research limitations/implications

The findings may not be generalizable to all customer types using bank services as well as other types of services and in other EMs.

Practical implications

Service firms in EMs can build and maintain robust customer relationships by using relationship comfort and relationship proneness to strengthen key RM constructs, such as customer satisfaction, trust, commitment and loyalty.

Originality/value

The paper highlights the importance of maintaining RM as a tool to build valuable customer relationships but also reveals the importance of relationship comfort and relationship proneness in building trust-based customer relationships in the EMs.

Details

Journal of Service Theory and Practice, vol. 29 no. 5/6
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 31 January 2022

Fayrene Chieng, Piyush Sharma, Russel PJ Kingshott and Rajat Roy

This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to…

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Abstract

Purpose

This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.

Design/methodology/approach

An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).

Findings

The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.

Research limitations/implications

This study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).

Originality/value

This study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment.

Details

Journal of Product & Brand Management, vol. 31 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

Journal of Service Theory and Practice, vol. 33 no. 2
Type: Research Article
ISSN: 2055-6225

Article
Publication date: 16 January 2019

Peter Hosie, Piyush Sharma and Russel P.J. Kingshott

The purpose of this paper is to extend the “Happy-Performing Managers” thesis to show that managers’ job-related affective well-being and affective job satisfaction mediate the…

Abstract

Purpose

The purpose of this paper is to extend the “Happy-Performing Managers” thesis to show that managers’ job-related affective well-being and affective job satisfaction mediate the impact of their role stressors (ambiguity, conflict and overload) on their contextual job performance.

Design/methodology/approach

Results from an online survey of 305 managers from the private, public and third sectors in Western Australian support most of the hypotheses. The psychometric properties of all the scales were analysed using confirmatory factor analysis and the conceptual model was tested using structural equation modelling.

Findings

Role stressors have a direct negative effect on the managers’ affective well-being and affective job satisfaction, which, in turn, mediate the negative effects of the three role stressors on the managers’ contextual performance.

Research limitations/implications

Conceptual and managerial contributions along with methodological limitations and future research directions are discussed.

Originality/value

Contemporary managers face a wide range of intrinsic and extrinsic role and environmental stressors. This research suggests that organisations may need to redesign manager roles to reduce their role stressors (ambiguity, conflict and overload) in order to optimise their contextual performance.

Article
Publication date: 2 July 2018

Ashish Malik, Liem Viet Ngo and Russel P.J. Kingshott

This exploratory study aims to analyse the influence of organisational resources and capabilities on relationship quality and firm performance in the context of high-technology…

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Abstract

Purpose

This exploratory study aims to analyse the influence of organisational resources and capabilities on relationship quality and firm performance in the context of high-technology offshore outsourcing service vendors.

Design/methodology/approach

Using a qualitative case study design, data from four offshore business process and information technology outsourcing firms were analysed.

Findings

Findings highlight that resource dependence, cultural orientation and the vendor’s resources and capabilities strengthen relationship quality and affect firm performance.

Originality/value

The distinctive contribution of this study lies in identifying key organisational mechanisms that improve relationship quality and firm performance, as well as help to understand the adverse effects of ethnocentricity and power faced by vendors and subsidiaries within diverse intercultural contexts. Study limitations and future research directions, along with implications for theory and practice, are also discussed.

Details

Journal of Services Marketing, vol. 32 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 3 October 2017

Sanjaya Singh Gaur, Piyush Sharma, Halimin Herjanto and Russel P.J. Kingshott

The purpose of this paper is to explore the impact of four types of acculturation behaviors of frontline service employees (assimilation, separation, integration, and…

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Abstract

Purpose

The purpose of this paper is to explore the impact of four types of acculturation behaviors of frontline service employees (assimilation, separation, integration, and marginalization) on customer satisfaction and customer commitment.

Design/methodology/approach

In total, 377 ethnically diverse customers of a retail bank in New Zealand participated in this study. SmartPLS3 was used to test all the hypotheses.

Findings

Assimilation and integration have positive effects on both customer satisfaction and commitment. Marginalization has a negative effect on both customer satisfaction and commitment but separation has a negative effect only on customer satisfaction and not on customer commitment.

Research limitations/implications

Future research may validate and extend the authors findings in diverse cultural settings and use experimental method to explore the socio-psychological mechanisms underlying the influence of frontline service employees’ acculturation behaviors on customer satisfaction and commitment.

Practical implications

This study will help managers understand the importance of service employees’ acculturation behaviors and develop suitable recruitment strategies and training programs to improve their impact on customer satisfaction and commitment.

Originality/value

This study extends current research on intercultural service encounters by looking beyond the moderating effects of four types of service employees’ acculturation behaviors, to explore their direct effects on customer satisfaction and commitment.

Details

Journal of Service Theory and Practice, vol. 27 no. 6
Type: Research Article
ISSN: 2055-6225

Keywords

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