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1 – 10 of over 5000The purpose of this paper is to investigate specific marketing mix activities and influencing factors in hotels coping with falling room demand derived from drug cartel-related…
Abstract
Purpose
The purpose of this paper is to investigate specific marketing mix activities and influencing factors in hotels coping with falling room demand derived from drug cartel-related risk and insecurity.
Design/methodology/approach
A case study research was carried out using semistructured interviews with key informants (hotel managers) in two neighboring destinations at the US–Mexico border, an area where criminal organizations' drug trafficking-related violence has impacted the hospitality industry.
Findings
The research identifies factors that are internal (market segment diversification, type of ownership, magnitude of investments) and external (tourism promotion organizations, media coverage, tourist flow volume) to the firms as they affect their marketing mix implementation.
Research limitations/implications
The research developed a framework to better understand the use of marketing mix practices and influencing factors in criminal insecurity contexts, which could be further studied in other risk and conflict scenarios.
Practical implications
The pricing and communication tactics are employed more intensively, while product-service and distribution channel actions are used to a lesser extent. Greater emphasis should be placed on product-service, distribution and market segment diversification.
Social implications
Considering the positive impacts that tourism and hospitality businesses have on local communities, it is recommended that the hotel sector works together with government and industry associations to improve the safety and security at tourism destinations.
Originality/value
The research extends the extant knowledge in hospitality crisis management by investigating the full marketing mix tactics in hotels at destinations stricken by cartel-related organized crime, an understudied context in the literature.
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The purpose of this paper is to propose a conceptual framework that highlights transhumanism’s ideals of achieving superintelligence, super longevity and super well-being through…
Abstract
Purpose
The purpose of this paper is to propose a conceptual framework that highlights transhumanism’s ideals of achieving superintelligence, super longevity and super well-being through human enhancement technologies (HET) and their relations with services marketing principles.
Design/methodology/approach
Framed by the transformative service research (TSR), this conceptual work articulates the 7Ps of the marketing mix with four macro-factors that create tensions at both the marketplace and consumer levels.
Findings
HET has potential for doing good but also tremendous bad; greater attention is needed from services marketing researchers especially in one proprietary research area: bioethics.
Research limitations/implications
The authors contribute to the growing work on TSR investigating how the interplay between service providers and consumers affects the well-being of both. Additionally, the authors call for novel interdisciplinary work in transhuman services research.
Originality/value
To the best of the authors’ knowledge, this is one of the first papers in services marketing research to explore the promises and perils of transhumanism ideals and human enhancement technologies.
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Chin-Shan Lu, Ho Yee Poon and Hsiang-Kai Weng
This study aims to propose a safety marketing stimuli-response model to explain passengers’ safety behavior in the ferry services context.
Abstract
Purpose
This study aims to propose a safety marketing stimuli-response model to explain passengers’ safety behavior in the ferry services context.
Design/methodology/approach
Structural equation modeling was conducted to examine the impact of safety marketing stimuli on passengers’ safety awareness and behavior by using data obtained from a survey of 316 ferry passengers in Hong Kong.
Findings
The authors found that passengers’ perceptions of ferry safety marketing stimuli positively affected their safety awareness and safety awareness positively affected passengers’ safety behaviors. Specifically, they found that safety awareness played a mediating role in the relationship between ferry safety marketing stimuli and passengers’ safety behaviors.
Practical/implications
The empirically validated scales can be adapted to practices of safety marketing, while providing helpful information for ferry operators to evaluate their efforts of safety marketing and implications for improvement.
Originality/value
According to the authors' knowledge, this study is one of the first attempts to fill this research gap by empirically validating and theoretically conceptualizing measures of safety marketing stimuli based on the marketing stimulus-response model.
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Bart Larivière and Edith G. Smit
Numerous requests to also take care of people (i.e. societal impact) and planet (i.e. environmental impact) in addition to making profits (i.e. economic impact) urge service firms…
Abstract
Purpose
Numerous requests to also take care of people (i.e. societal impact) and planet (i.e. environmental impact) in addition to making profits (i.e. economic impact) urge service firms to rethink their marketing. In this paper, the authors therefore develop an organizing framework that integrates the people–planet–profits – also referred to as the “Triple-P” – concept in the marketing strategy, implementation and evaluation of service firms.
Design/methodology/approach
This paper uses a conceptual approach that is rooted in the service marketing, marketing strategy and communication literature.
Findings
The foundations of marketing strategy (Palmatier and Crecelius, 2019) and the Gaps model of service marketing (Parasuraman et al., 1985) guide both academics and practitioners regarding (1) why the Triple-P idea should be part of a company's marketing strategy, (2) how people and planet could play an important role in the implementation stage by integrating the Triple-P concept in the service marketing mix and (3) what impact could be achieved and evaluated by closing the five gaps identified by the Gaps model, while fostering a people–planet–profits mindset.
Research limitations/implications
The authors also identify areas for future research on this important topic.
Practical implications
Transformative value (people and planet) without profits is not attractive to firms. Profit-making organizations are in the best position to transform the world in a societal and environmental rewarding way.
Social implications
The Triple-P affects the marketing strategy, implementation and evaluation of firms and contributes to a better, sustainable world.
Originality/value
Marketing evolves from traditional over service and digital to transformative. Therefore, it is crucial to embrace transformative challenges in combination with economic returns, resulting in a new sustainable service era for marketers and managers.
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Fatima Ghezali and Abdessamad Boudi
The purpose of this paper is to investigate the relationship between marketing mix (MM), information technology capabilities (ITCAP) and corporate entrepreneurship (CE)…
Abstract
Purpose
The purpose of this paper is to investigate the relationship between marketing mix (MM), information technology capabilities (ITCAP) and corporate entrepreneurship (CE). Additionally, the study has attempted to address the moderating influence of ITCAP on MM–CE relationship.
Design/methodology/approach
To achieve the objectives of the study, data was collected from managers working in the upper and middle departments in some major Algerian banks. To test the hypotheses of the study, simple regression and PROCESS macro with moderated multiple regression were used.
Findings
The results of the study revealed that the MM and ITCAP positively affect entrepreneurship, and the ITCAP of banks and their interaction with the MM contributed positively to promoting entrepreneurship for companies through the moderate influence of ITCAP on the relationship between the MM and CE.
Research limitations/implications
It is very difficult to present the generalization of the results of this study because some of the major banks mainly drove the study sample. Therefore, researchers are encouraged to test the proposed propositions further.
Practical implications
The results of the study suggested that policymakers in the banking sector in Algeria seriously consider developing the MM for its direct role in the CE. Specifically, the moderate role of ITCAP indicated that an effective alignment of the bank’s ITCAP with elements of the MM could enhance the entrepreneurship position of the bank. Therefore, it is necessary to pay attention to the importance of these factors to foster entrepreneurship in the services sector.
Originality/value
The role of MM in CE has been overlooked in the extant literature, especially in the emerging economies. In addition, this study extends the body of knowledge through evaluating the moderating role of ITCAP using the effect of interaction in PROCESS macro with moderated multiple regression for path analysis.
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John M.T. Balmer and Weifeng Chen
The study aims to explore customer satisfaction towards the celebrated Tong Ren Tang (TRT) Chinese corporate heritage brand (established in 1669). This paper examines the multiple…
Abstract
Purpose
The study aims to explore customer satisfaction towards the celebrated Tong Ren Tang (TRT) Chinese corporate heritage brand (established in 1669). This paper examines the multiple role identities of the corporate brand and, in particular, the enduring imperial identity (role identity) of the corporate brand. The study examines whether the corporate heritage brand’s imperial associations are still meaningful.
Design/methodology/approach
A indicative, survey-based case study methodology undertaken with Chinese customers informs this research.
Findings
TRT’s corporate heritage brand identity and, moreover, its imperial role identity were salient in terms of customer satisfaction. TRT’s augmented imperial role identity not only was highly salient but also, moreover, meaningfully enhanced the organisation’s corporate reputation in terms of customer satisfaction.
Research limitations/implication
This study lends further support for the utility of the notion of corporate heritage/corporate heritage brands and in particular the saliency of the theoretical notion of augmented role identity within the corporate heritage marketing field.
Practical implication
Corporate heritage brand managers should be appraised of which corporate role identities are meaningful for customers. At a practical level, senior corporate marketing managers of corporate heritage organisations should accorded importance to the additional P of Provenance apropos the corporate marketing mix.
Social implication
At a time, when China is reappraising its relationship with its past – including its imperial past (of which much has been destroyed) – this paper’s focus on TRT’s unsurpassed augmented role identity is pertinent and propitious. Seemingly, this corporate heritage brand’s imperial association provides a living and tangible link with China’s long and momentous imperial provenance and erstwhile imperial polity. In short, the corporate heritage brand is part of China’s patrimony and enjoys a unique place in this regard.
Originality/value
This paper is one of the first empirical studies examining a Chinese corporate heritage brand entity. The study marks new ground in examining customer satisfaction from the theoretical perspectives of corporate heritage brand and augmented role identity. It is believed that this is the first study to consider corporate heritage in the pharmaceutical sector and marks new ground in considering the saliency of China’s imperial legacy on an extant, highly successful and high profile-Chinese corporate heritage brand.
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The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a…
Abstract
Purpose
The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a purchase decision in the retail sector.
Design/methodology/approach
A quantitative research methodology was used and the data were collected from 278 customers of retail stores in Malaysia. The collected data were analysed using SPSS 19 and structural equation modelling on AMOS.
Findings
The findings showed that corporate social responsibility has significant positive effects on a purchase decision, whereas sales promotion has a negative effect on purchase decision. The outcomes of this study also indicated that store environment has a significant positive effect on consumers’ purchase decisions. Contrary to expectations, the findings revealed that the effect of social media marketing on purchase decision is insignificant. Finally, the results showed that perceived value has a significant positive effect on a purchase decision.
Originality/value
The findings of this study contribute to an understanding of the importance of the selected factors in affecting a consumer’s purchase decision in the retail industry.
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