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- Roos, Inger, et al.
(author)
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The influence of active and passive customer behaviour on switching in customer relationships
- 2011
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In: Managing Service Quality. - : Emerald Group Publishing Limited. - 0960-4529 .- 1758-8030. ; 21:5, s. 448-464
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Journal article (peer-reviewed)abstract
- Purpose – The purpose of this study is to examine the relationship between active/passive customer behavior and loyalty (responses to switching triggers) in customer relationships.Design/methodology/approach – A longitudinal study (seven years) is undertaken of the roles of various triggers and active/passive customers in analyzing the processes that lead to customers changing their service provider in the context of the Swedish telecommunications retail industry.Findings – Triggers affect customers' evaluations of service in different ways and cause varying kinds of behavior, depending on whether the customers are active or passive in their customer relationships.Originality/value – The study offers new insights into the difference between active and passive customers, which facilitates the design of loyalty-enhancing communications between providers and their customers.
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- Löfgren, Martin, 1975-, et al.
(author)
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Theory of Attractive Quality and Life Cycles of Quality Attributes
- 2011
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In: The TQM Journal. - Bingley, UK : Emerald Group Publishing Limited. - 1754-2731 .- 1754-274X. ; 23:2, s. 235-246
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Journal article (peer-reviewed)abstract
- Purpose – The purpose of this study is to shed further light on the dynamics of quality attributes, as suggested by the theory of attractive quality. The study aims to investigate the existence of the life cycle for successful quality attributes and to identify alternative life cycles of quality attributes.Design/methodology/approach – The research is based on two surveys in which a total of 1,456 customers (708 in 2003 and 748 in 2009) participated in the classification of quality attributes. In particular, the study investigated how customers perceived 24 particular packaging attributes at two points in time, in 2003 and 2009.Findings – The study identified three life cycles of quality attributes: successful quality attributes, flavor-of-the-month quality attributes, and stable quality attributes. The research also extends the theory of attractive quality by identifying the reverse movement of certain quality attributes; that is, that a quality attribute can take a step backwards in the life cycle of successful quality attributes through, for instance, a change in design.Originality/value – The paper provides empirical evidence for the existence of several alternative life cycles of quality attributes. The results of the empirical investigation increase the validity of the theory of attractive quality, which is important, given the limited amount of research that has attempted to validate the fundamentals of the theory of attractive quality.
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| 5. |
- Gebauer, Heiko, et al.
(author)
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Competitive advantage through service differentiation by manufacturing companies
- 2011
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In: Journal of Business Research. - : Elsevier. - 0148-2963 .- 1873-7978. ; 64:12, s. 1270-1280
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Journal article (peer-reviewed)abstract
- This paper examines the relationship among the complexity of customer needs, customer centricity, innovativeness, service differentiation, and business performance within the context of companies that have made a service transition from pure goods providers to service providers. A survey of 332 manufacturing companies provides the basis for the empirical investigation. One key finding is that a strong emphasis on service differentiation can lead to a manufacturing firms strategies for customer centricity being less sensitive to increasingly complex customer needs, which can increase a firms payoff for customer centricity. In contrast, the payoff from innovativeness appears to be higher if the firm focuses its resources on either product or service innovation; that is, a dual focus does not work well. This paper discusses the implications of these findings for researchers and managers.
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| 8. |
- Witell, Lars, 1972-, et al.
(author)
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Idea Generation : Customer Co-creation versus Traditional Market Research Techniques
- 2011
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In: Journal of Service Management. - : Emerald Group Publishing Limited. - 1757-5818 .- 1757-5826. ; 22:2, s. 140-159
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Journal article (peer-reviewed)abstract
- The purpose of this paper is to understand the differences between proactive and reactive market research techniques during the development of new market offerings. The study focused on the financial and innovative performance of traditional market research techniques, such as focus groups and in‐depth interviews, in comparison to more co‐creation‐oriented techniques that are designed to capture customers' value‐in‐use.Design/methodology/approachThe study was a two‐stage process. Study I, an empirical investigation of 195 development projects in European companies, examined how these companies use different market research techniques and how this relates to the profit margins of new products and services. Study II designed an experiment with 50 users of a consumer good and evaluated the contribution of different market research techniques, based on the degree of originality and customer value.FindingsSignificant differences were found, in terms of both content and originality, between the technique based on customer co‐creation and the two traditional market research techniques (Study II). These findings can help to explain why the relationship between the use of market research techniques and profit margin (Study I) is stronger for co‐creation techniques than it is for traditional market research techniques.Originality/valueDespite empirical evidence that the application of market research techniques based on co‐creation can lead to original ideas, there is a lack of valid studies regarding how co‐creation techniques perform in relation to more traditional methods of collaboration with customers.
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