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This study aims to address the following research questions: Do the two types of service firms (individual or aggregator) have similar competitiveness on online search ads? How should the two types of service firms select optimal branded keywords to improve search performance? In addition, how do consumers’ search queries influence the service search performance of the two types of service firms?

In this study, the authors conduct an empirical analysis by building a two-stage choice modeling on the process of search engine ranking and consumer click-through decisions. The authors estimate the parameter coefficients and test the hypotheses using maximum likelihood estimation in the logistic regression model.

The empirical findings suggest that consumer response rates are highly dependent upon three aspects (service types, branded keyword strategy and consumer search query). First, the authors found that service aggregators receive greater consumer responses than individual service providers. Second, depending upon the various branded keyword strategies (e.g. generic vs branded, “within-type” vs “cross-type”) implemented by service aggregators or individual firms, the expected consumer responses could be quite different. Finally, customer’s search query, being either generic or branded, also has direct effect and interactive effect with service type on how consumers would response to the sponsored ads in the service search process.

The limitation of the research is twofold. First, conversion rate is not considered in the model estimation due to the nature of the data set. Second, the discussion about the keywords selection strategies is focusing on the hospitality industry. Future research shall further validate the generalizability into other industries.

First, given this competitive advantage, service aggregators should take an aggressive approach to adopting paid search strategy in acquiring new users and enhance its brand salience in the service ecosystem. Second, when considering other competitor’s brand names to include, if a firm is a service provider (e.g. hotel), a strategy that can help it receive higher consumer response would be to use “within-type” rather than “cross-type” branded keyword strategy. If a firm is a service aggregator, a better branded keyword strategy would be to use “across-type” instead of “within-type” approach. In addition, given that consumer’s brand awareness can influence the effectiveness of branded keyword strategy, online service search should target consumers in earlier stages of a decision journey.

The authors believe their theoretical framework can provide actionable solutions to service firms to ease customer’s search process, increase customer’s stickiness using search engines and add value to the customer relationships with all services entities within the digital ecosystem.

This study is the first to expand online search marketing into granule examinations (main and interactive effects of three key factors) in the service search domain. First, the authors differentiate service firms into two categories – online travel aggregators and individual hotels in the model. Second, the authors introduce two sets of new classifications of branded keywords for online service search research (i.e. own versus other brand and “cross-type” versus “within-type” branded keywords). Third, this study integrates service consumers’ search word specificity into the conceptual framework which is often missing in previous online search research.

The purpose of this paper is to define different types of aggregators and discuss their importance for libraries in the digital era.

A review of literature on aggregators was carried out. The paper focuses mainly on the various aggregators and outlines their advantages and disadvantages for libraries.

Libraries have been working with publishers and aggregators for many years; however, the issues related to aggregators are not well documented. Aggregators have been helping libraries to facilitate their services to users but they have some disadvantages for libraries such as the lack of library influence in selecting individual titles; the lack of control over the contents of aggregator packages; and the confusion of library users when accessing different packages.

The paper provides a useful overview to researchers in any field, enabling them to achieve quickly a clear picture of aggregators in the electronic environment.

After reading the case study, the students will be able to analyze the impact of post-pandemic “new normal” customer behavioral change on a start-up aggregator operating virtually. Recognize the need for the service marketing strategy to prepare a service provider/aggregator to sustain a dynamic and volatile consumer environment. Understand the importance of competitors’ analysis as a primary step of service marketing strategy in influencing “new normal” consumer behavior. Examine the utility of customer engagement through website blogs, social media posts, videos and continuously updated information on the mobile application in influencing the “new normal” customer behavior, from skinner operant conditioning behavior and Rusbolt’s investment model perspectives.

Rafeeg is a mobile application-based home maintenance service providing company, conceived and founded in 2017 by Khamis Alsheryani – who, as an Emirati entrepreneur, has a prior record of accomplishing successful mobile applications and business ventures since 2004. The unique selling proposition of Rafeeg in the Abu Dhabi market is its functioning as the home maintenance services aggregator bringing its suppliers and consumers under-one-roof alongside maintaining ensuring high quality, punctuality and security at competitive prices. Rafeeg has collaborated with approximately 1,000 licensed suppliers using nearly 5,000 technicians and maintenance workers with a customer base of about 70,000 households. Although it is formally situated in Al Salam St, Abu Dhabi, United Arab Emirates (UAE), the company communicates with its consumers virtually. However, with the outbreak of the COVID-19 pandemic in the UAE in March 2020, Rafeeg witnessed a considerable decrease in service requests. Consumers’ psychological fear of the pandemics spread into their houses through the technicians and maintenance workers and the degree of hygienic practices the latter follows before their service provision acted as the major reason behind the fall in requests. Despite Alsheryani’s assurance on the provision of only those suppliers who are verified of their hygienic practices, negative COVID-19 test reports and their availability to the consumers as proof and regular temperature checks of the technicians, the consumer apprehensions remained stagnant and the loss of new service requests, as well as revenue, continued. The pandemic’s spread and consequent lockdown of services in the UAE affected Rafeeg’s business operations gravely, as projected by its sudden drop-in service requests – from 53,638 average monthly customer requests in January and February to approximately 10,000 in March and April. The sudden drop of 81% in new requests drove Alsheryani to develop a service marketing strategy in May to boost consumer behavior, encouraging them to resume their requests without further apprehensions. However, with the continuous rise in the pandemic and vaccines still under trial and research, Alsheryani contemplates the viability of the new marketing strategy. Alsheryani took measures in supplier training programs, excommunicating with suppliers who fail to comply with his strict safety regulations, developing the app with clearly stated, uniform, safety procedures and bearing the additional safety-related costs small suppliers provide quality work as part of the strategy. Despite so, will there be an increase in new requests? Will the bearing of additional costs on the suppliers’ behalf jeopardize its competitive advantage in UAE? Should he consider an alternate business model to adapt to the new normal environment?

This case is written for undergraduate students majoring in consumer behavior, consumer engagement approaches, digital marketing approaches using websites, mobile applications, social media communities and service marketing strategies. Students, through this case, can relate the importance of virtual space in engaging consumers and the importance of the latter in addressing the dynamicity of consumer behavior, especially affected by sudden environmental change, such as the COVID-19 pandemic. The case study also subtly highlights the importance of collaboration with suppliers in an aggregator business model to capture the essence of changing consumer behavior. This case study is appropriate for students having previous knowledge of Rusbolt’s investment model and skinner’s operant behavioral model of consumer behavior and their application in service marketing. Besides, students must be aware of the online business model and aggregator businesses in the service industry of the UAE. The case study purports to motivate critical analytical thinking among students and build their understanding of the importance of consumer behavior for business sustenance.

Teaching notes are available for educators only.

CCS 8: Marketing.

The purpose of the linking repositories study was to conduct research to identify appropriate sustainable technical and organisational models to support the development of end‐user oriented services across repositories. The work covered four overlapping strands: user and community requirements, roles and responsibilities, technical architecture and infrastructure, and business and management models.

Interviews, focus groups and a questionnaire were used to elicit the knowledge held. This information was combined with a literature review and reported alongside the proposed models derived from an analysis of the information gathered.

Five distinct groups of end‐users were identified and their respective roles and responsibilities identified. Relevant services to serve these groups were also identified and a services model constructed showing the relationships between them. An aggregation model is proposed to support technical development. A range of business models are suggested, each of which may be applicable in different circumstances.

The models contain a series of recommendations for subsequent research and testing to establish the relative merits of the models proposed and develop these further.

The technical model in particular makes a number of practical recommendations for how repositories need to be structured so as to best support end‐user services. These are complementary to recommendations on repository management.

The research reported in this paper represents a consolidation of views reported previously, and a novel analysis of this information to assist in taking repository service development further.

Given the increasing volatility, uncertainty, complexity, and ambiguity, egalitarian ecosystems may play an important role to establish equality among various stakeholders. With this idea, the study aimed to understand conflicts and challenges in creating an egalitarian ecosystem in the application-based cab aggregator (ABCA) market.

Narratives of various stakeholders involved in the ABCA business were collected. The study involved narrations from direct and indirect stakeholders up to saturation till common themes were found. Grounded theory methodology using constant comparison was explored to interpret the results. After the results were obtained, root cause analysis was undertaken using the why–why methodology to understand ground-level reality.

In total, 13 major issues were identified using grounded theory for narrative analysis that cab aggregator companies, driver-partners, and riders faced. The stakeholders' inability in the ecosystem to see each other's problems could be accorded to their self-interest, rational boundedness and asymmetric information. These findings collude with Banaji et al. (2004) and Chugh et al. (2005).

This study explained each stakeholder's perspectives about their counterparts that influence non-egalitarianism. The study further suggested possible areas for solving the issues and promoting cooperation.

This paper aims to describe the main challenges of identifying and accessing useful information and knowledge about natural hazards and disasters results. The paper presents a grid‐based digital library system designed to address the challenges.

The need to organize and publish metadata about European research results in the field of natural disasters has been met with the help of two innovative technologies: the Open Grid Service Architecture (OGSA) and the Resource Description Framework (RDF). OGSA provides a common platform for sharing distributed metadata securely. RDF facilitates the creation and exchange of metadata.

Using grid technology allows the RDF metadata of European research results in the field of natural disasters to be shared securely and effectively in a heterogeneous network environment.

A metadata approach is proposed for the extraction of the metadata, and their distribution to third parties in batch, and their sharing with other applications can be a quickly process. Furthermore, a method is set out to describe metadata in a common and open format, which can become a widely accepted standard; the existence of a common standard enables the metadata storage in different platforms while supporting the capability of distributed queries across different metadata databases, the integration of metadata extracted from different sources, etc. It can be used for the general‐purpose search engines.

This paper seeks to report a data‐driven assessment of student and faculty use of electronic scholarly resources pre‐ and post‐implementation of an open‐URL link resolver.

Usage data were extracted from two multidisciplinary scholarly aggregators pre‐ and post‐implementation of an open‐URL link resolver. Open‐URL link resolver usage data for both aggregators were also collected and two timelines established. Statistical analysis was performed to assess direct and indirect impact.

Study results show that the implementation of an open‐URL link resolver has directly contributed to usage increase in the short and long periods under study. Usage patterns also indicate the technology has indirect impact.

Limitations include one‐semester limits of short‐term data. Non‐standardized data could be compared only within each aggregator.

Research outcomes provide a tool for the assessment of student/faculty use of electronic scholarly resources and Collections and Catalog librarian participation in teaching and learning. Usage data are increasingly available to librarians, so work based on research findings can be assessed.

This paper reports student/faculty usage data of searching activities, not their perceptions of electronic resources. Usage data demonstrate that librarians who select and provide access to electronic resources positively affect teaching and learning.

To provide librarians with a better understanding of what makes online content truly accessible and to increase awareness of the current common accessibility issues found in library web sites and vendor supplied electronic resources.

A through and in-depth literature review takes a look at the web accessibility problems historically found in library web sites. It then briefly explains the basics of web accessibility and delves more deeply into structural content access, which is the hallmark of true accessibility. The simple mechanics as well as the pros and cons of traditional methods of providing keyboard access to web content is discussed. The chapter then provides a gentle introduction to HTML5 and the Web Accessibility Initiative-Accessible Rich Internet Applications (WAI-ARIA), current use, techniques for use, and application opportunities. The chapter also provides the research results of a broad examination of the basic structural accessibility state of many current database providers.

The research shows that the accessibility of library web sites is improving; however many library vendor database products still have significant accessibility problems.

Through the practical accessibility explanations, the chapter points out the ways librarians can use this knowledge to work with users and communicate with product providers regarding the accessibility of library resources.

This chapter provides a rich resource for understanding and implementing web accessibility, particularly as it applies to keyboard navigation and the new accessibility features in HTML5 and WAI-ARIA.

This paper aims to share the experiences gained while developing an electronically accessible personalized and categorized current awareness service (CAS) for the Fellows of the Wissenschaftskolleg zu Berlin – Institute for Advanced Study. The paper also aims to communicate the design and technology behind the development of this service.

A list of journals of interest was compiled. The respective RSS feed links were handpicked from journal web pages. The service was configured to automatically fetch and classify the tables of contents (ToCs) according to the Fellows' interest. The same was presented in a user‐friendly interface.

RSS feeds from electronic journals can be used as a CAS tool to serve frequently updated information to the desk of the users.

The paper can be used as a starting point by practicing librarians to start similar services in small special libraries to strengthen the library's publicity and outreach activities.

This paper demonstrates how personalized current content service can be provided using open source tools.