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- Gustafsson, Anders, et al.
(författare)
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Conducting service research that matters
- 2015
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Ingår i: Journal of Services Marketing. - : EMERALD GROUP PUBLISHING LTD. - 0887-6045 .- 0887-6045. ; 29:6-7, s. 425-429
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to encourage the reader to think differently about service-related issues and to strive to conduct service research that makes a transformational impact on individuals, organizations and society. The authors suggest that service researchers are in an excellent position to develop research that matters by making stronger connections with theory and elevating purely applied research to research that is higher in both practical relevance and methodological rigor. Design/methodology/approach - This paper takes a conceptual approach, connecting pertinent literature with new ideas highlighted in this special issue. Findings - This paper proposes that service researchers look beyond traditional service applications, take a multi-disciplinary approach to problem-solving and make greater strides towards connecting theory and practice. The authors propose a Model of Rigorous and Relevant Research, and call for fresh thinking across a wide range of research areas, including enhancing the customer experience, crafting innovation, integrating technology and measuring service outcomes. Originality/value - The originality of this essay lies in its focus on revitalizing the discussion on relevance and rigor as a path forward for service research. Additionally, this paper offers new insights on core management aspects of service provision that provide a solid platform for future work in service research.
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| 2. |
- Bolton, Ruth N., et al.
(författare)
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Small details that make big differences : A radical approach to consumption experience as a firm's differentiating strategy
- 2014
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Ingår i: Journal of Service Management. - 1757-5818 .- 1757-5826. ; 25:2, s. 253-274
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - Service organizations and marketers have focussed too much of their energy on their core service's performance and too little emphasis on designing a customer journey that enhances the entire customer experience. There is nothing wrong with firms seeking continuous improvement in service quality and customer satisfaction. These efforts are needed for firms to be competitive in the marketplace. The problem occurs when performance levels and service offerings become too similar within an industry, so that price is the only competitive weapon that remains. The purpose of this paper is to argue that in order to break this deadlock, companies need to focus on the small details that make big differences to customers. Design/methodology/approach - The paper builds on interviews with executives in successful service organizations. It provides an analysis of differentiation strategies in diverse service organizations across consumption contexts, nations and cultures around the world. Findings - The paper develops three research propositions and argues for radical approaches to help service organizations truly understand customers and provide service experiences that engage and delight them. The paper argues that the new challenge for marketing is to help companies find and implement these small details to make a large impact on the overall customer experience. Originality/value - In order to truly understand the customer experience, the paper need a holistic view of all interactions customers have with a company. The paper need to understand the customer-firm interactions at all touch points, that is, during search, purchase, consumption and post-consumption. Customer experience involves the customers' cognitive, affective, emotional, social and sensory responses to the firm. The originality of this research lies in the focus on the small details that make a difference to customers during the service process rather than in the final outcome of the service performance.
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| 4. |
- Otterbring, Tobias, 1985-, et al.
(författare)
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The Abercrombie & Fitch Effect : The Impact of Physical Dominance on Male Customers' Status-Signaling Consumption
- 2018
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Ingår i: Journal of Marketing Research. - Chicago, Illinois : American Marketing Association. - 0022-2437 .- 1547-7193. ; 55:1, s. 69-79
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Tidskriftsartikel (refereegranskat)abstract
- Consumer lay theory suggests that women will spend more money than men in the presence of a physically dominant male employee, whereas theories of intrasexual competition from evolutionary psychology predict the opposite outcome. A retail field study demonstrates that male customers spend more money and purchase more expensive products than their female counterparts in the presence (vs. absence) of a physically dominant male employee. This effect has a more powerful impact on male customers who lack bodily markers of dominance (shorter stature or measures linked to lower levels of testosterone). When confronted with other physically dominant (vs. nondominant) men, these male customers are particularly prone to signal status through price or logo size. Their elevated feelings of intrasexual (male-to-male) competitiveness drive them to spend more money on status-signaling, but not functional, products and to prefer and draw larger brand logos. Because pictorial exposure is sufficient for the effect to occur, these findings are not limited to in-store interactions with dominant male employees but have broad implications for marketing and advertising.
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