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This research extends existing services offshoring literature by investigating how the type of information exchanged, technical support or personal billing, in conjunction with country-of-service-origin (COSO) influences consumer likelihood to react negatively (boycott issue importance, NWOM, perceived service quality) to an offshore service exchange.

Structural equations modelling is employed to assess relationships among constructs when country of service origin (New Zealand and the Philippines) and type of service provided (technical support and personal billing services) are varied. Using a scenario-based experimental design we collected 337 responses from a consumer panel across Australia.

Results indicate that both COSO and type of information exchanged affect service sentiment. Overall, consumers feel more negative and more likely to punish a company for offshoring to culturally dissimilar countries such as the Philippines than to culturally similar ones such as New Zealand. However, consumers were more concerned with personal billing services provided from offshore providers than technical support, regardless of COSO.

Practitioners need to understand customer sentiment about services offshoring in general as well as the relationship between service type and country of service origin when designing the global service supply chain.

This study extends theory by applying a multi-dimensional portfolio perspective in examining customer sentiment of offshore services. Understanding the underlying bases of customer concerns and how companies can mitigate negative perceptions allows firms to better manage service offshore strategy.

The purpose of this study is to determine the impact of voters’ personal and societal values on presidential candidate brand personality preference. In addition, the research examines which brand personalities are deemed most and least important. This research meets the growing demand to further understand how voters develop preferences for brandidates.

Voters ranked which presidential brand personalities they deemed most important in a candidate as well as which of the two major candidates they most associated with that trait. Data were collected weeks in advance of the 2020 presidential election from a national online panel representing a balanced mix of voters by party affiliation.

The results indicate that life satisfaction, political orientation and postmaterialism are significant and provide adequate explanatory power in understanding which brand personality traits are associated with a presidential candidate. Also, using an importance-performance matrix, the authors find which candidate is most identified with various brand personality traits and how important those traits are to voters.

Using the importance-performance matrix for assessing brand/candidate personality preference by consumers/voters provides researchers with a multidimensional method for analyzing how various dimensions influence selection preference. The explanatory power of the independent variables, i.e. political orientation, comparative life satisfaction and societal values, is very low when regressed against personality attributes in general (not assigned to a candidate); however, they provide meaningful results when regressed against personality attributes when assigned to candidates. Understanding the importance of general brand personality attributes is not as important as understanding their importance when associated with a specific brand.

The importance-performance matrix for brand/candidate personality presented in this research clearly indicated and predicted voter preference for the 2020 Presidential election; thus, this tool can be effectively used by political marketers in future elections. Political orientation so strongly influences voter perception of specific candidate brand personality dimensions that they view their preferred candidate to be universally superior to other candidates. Political marketers can appeal to voters based on their political orientation to strengthen the relationship between candidates and voters.

This research investigates how personal and societal values impact voters’ preference for brand personality traits in a presidential candidate. Voter preference for presidential brand personality traits is assessed generically, i.e. not associated with a particular candidate, as well as when they are linked to a specific candidate, i.e. Biden and Trump.

The purpose of this paper is to examine behavioral changes by consumers (i.e. changing time of day they contact a firm, requesting a domestic service provider, and ceasing doing business with the firm) when faced with being provided a service from abroad.

Data were collected from a pre‐recruited internet panel of 394 American consumers. Hierarchical regression analysis, including demographic and psychographic variables, was employed to determine which variables were instrumental in predicting behavioral changes among consumers when being provided a service from abroad.

The results suggest that American consumers are wary of services offshoring and that psychographic variables (boycott issue importance and negative word of mouth) are more instrumental than demographic variables in predicting behavioral changes by consumers.

Future research should examine consumer attitudes about services offshoring from populations in countries other than the US, and in relation to different types of services and the importance of those services to consumers.

Implications for firms include assessing their customer's perceptions of offshoring, proactively communicating with customers about offshoring practices, and providing customers with some control over their service interactions.

Previous researchers have highlighted the benefits of services offshoring to firms but also hypothesized that consumers may react negatively when provided services from abroad. In this research, it is found that consumers will change the way they interact with a firm when faced with being provided a service from abroad.

The purpose of this paper is to determine if consumers exhibit a country of service origin preference and to understand what service quality attributes consumers perceive to be most important when receiving services that originate from abroad.

Respondents rated their perception of service quality, measured through an expanded version of the SERVQUAL scale considered appropriate for offshore service encounters, for various countries popular for providing offshore services to the USA. Countries, selected from the A.T. Kearney Offshore Location Attractiveness Index, represented various regions of the world, economic development, cultural distance, and near/offshore locations.

Results, from both regional and national studies, indicate that US citizens possess a country of service origin (COSO) hierarchy based on perceived service quality. Communication, security, and reliability are the most important service quality attributes for consumers when receiving an off‐shored service. Significant differences were identified among countries for each of these service quality attributes.

The findings suggest that firms need to be aware of consumer attitudes and perceptions about countries considered attractive for offshoring. The most preferred countries to consumers for services offshoring are not necessarily the ones with the highest skilled labor, lowest cost, or geographic closeness to the home country.

The paper extends the concept of country of origin (COO) to services and expands the current knowledge base of consumer opinions about services offshoring.

The purpose of this research is to examine whether generally trusting people are any more likely to be the same people who are also more politically trusting. In particular, the research focuses on the relationship between interpersonal trust and three political trust‐related constructs: trust of government form, political cynicism, and incumbent trust.

The intention was to model the impact of general or interpersonal trust – i.e. Rotter's Interpersonal Trust scale, on three specific dimensions of political trust – i.e. “trust in government form”, “political cynicism”, and “incumbent trust”. This was achieved through a questionnaire, which was mailed to a random sample of 4,000 American households.

The structural aspects of the model reveal a significantly strong path between Rotter's broad‐based interpersonal trust scale and the more specific incumbent trust measure. The model also indicates a modestly strong relationship between interpersonal trust and trust in form of government, and a weak relationship between interpersonal trust and political cynicism.

This research should prove useful to academic research, campaign managers, and political strategists in terms of reinforcing the importance of different aspects or components of trust, as well as their interrelationship, and how they might impact political strategy and campaign development.

The purpose of this paper is to analyze differences between multichannel and omnichannel marketing, describe the advantages of omnichannel marketing and explain how retailers can best transition from multichannel marketing to omnichannel marketing.

The paper’s findings are based on a systemic review of the literature of academic studies, research-based studies by major consulting firms and case study reports of effective omnichannel retailers. The approach used is managerial and strategic.

Four stages are identified between a pure multichannel and a pure omnichannel marketing strategy. This multistage approach enables a firm to determine its current position, to view the gaps in its strategy in moving to the next level and to develop appropriate actions to move to the next higher level. This paper also identifies barriers to a firm implementing an omnichannel marketing strategy and describes how these barriers can be overcome.

This paper describes the advantages associated with omnichannel marketing and discusses a strategy to transition to omnichannel marketing. Barriers to adopting omnichannel marketing and how they can be overcome are analyzed.

This study makes a number of contributions to the literature on omnichannel marketing. It sets forth specific criteria for firms to determine their present stage on the multichannel marketing to omnichannel marketing hierarchy. This strategic approach provides firms with a roadmap to planning and implementing an omnichannel marketing orientation. The paper concludes with directions for future research and managerial implications and conclusions.

Prior research has determined that consumers are opposed to services offshoring. The purpose of this paper is to determine the likelihood that consumers would choose a domestic vs an offshore service provider if asked to pay more, wait longer, or sacrifice service quality.

The cost, time to wait, and quality of services provided (for two different services: taxes and customer service) were varied to determine respondent likelihood to choose a domestic as opposed to an offshore service provider when asked to pay more, wait longer, or sacrifice the quality of the service in return for access to a domestic service provider. Data were collected via survey research, using an internet panel.

Results of repeated measures analysis indicated that customer loyalty to the domestic service provider significantly decreased as the cost or time to interact with a domestic service provider increased or the quality of service provided by the offshore service provider increased.

The research results signify that while customers, in general, may be opposed to services offshoring, they will “defect” or show less loyalty to the domestic service provider when asked to sacrifice time or money for that access. Respondents were asked to react to each trade-off as individual factors. Future research might combine these factors to determine interrelated tradeoffs.

The research results signify that while customers, in general, may be opposed to services offshoring, they will “defect” or show less loyalty to the domestic service provider when asked to sacrifice time or money for that access.

The paper extends research with regard to consumer reaction to service offshoring and provides insight into the trade-offs consumers might be willing to incur in return for access to domestic service providers. The paper is of value to practitioners and academic researchers.

A well‐integrated multi‐channel format enables consumers to examine goods at one channel, buy them at another channel, and finally pick them up at a third channel. Multichannel retailing offers synergies, as it can result in an increased customer base, added revenue, and higher market share. Common characteristics of a well‐integrated retail strategy include: highly‐integrated promotions, product consistency across channels, an integrated information system that shares customer, pricing and inventory data across multiple channels, a process that enables store pick‐up for items purchased on the Web or through a catalog, and the search for multi‐channel opportunities with appropriate partners. This article provides a check‐list to enable a retailer to assess its readiness to undertake a multi‐channel strategy.

The purpose of this chapter is to try to describe how the digital goods or services in the Gaming Industry, which creates digital games as the core product, make omnichannel marketing applications different from other industries with case studies by considering physical products and other consumer touchpoints. Findings in the chapter were obtained as a result of case analysis of various companies that achieved certain successes in Gaming Industry and implemented Omnichannel Marketing techniques. To mention the findings of the chapter, it can be understood that the ways in which Omnichannel Marketing philosophy is implemented in the game industry are strategically highly variable and creative. Digital products, which are introduced as core products, can be seen in a very different physical environment in order to establish a 360-degree connection with the consumer. This study attempts to contribute to the omnichannel marketing literature specifically in Gaming Industry. It depicts different strategic approaches by trying to reveal Omnichannel touchpoints to the industry-specific consumer. The rarity of the analysis of Omnichannel Marketing practices in the Gaming Industry adds originality.