| 1. |
- Arsenovic, Jasenko, et al.
(författare)
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Money for Nothing : The Impact of Compensation on Customers’ Bad-Mouthing in Service Recovery Encounters
- 2022
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Ingår i: Marketing letters. - : Springer Science and Business Media LLC. - 0923-0645 .- 1573-059X. ; 34:1, s. 69-82
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Tidskriftsartikel (refereegranskat)abstract
- As one of the retailer’s most potent recovery tactics to offset disgruntled customers, firms invest heavily in compensation to increase customer satisfaction and improve loyalty. How- ever, the effectiveness of this tactic remains unclear. This study examines whether firm-offered compensation affects customers’ emotional responses and bad-mouthing behavior (i.e., tell- ing others about a particular problem). Importantly, the study investigates whether the level of collaboration during the recovery encounter moderates the link between compensation and customers’ emotional responses, and whether collaborative efforts influence the effectiveness of compensation. The findings indicate that collaboration during the recovery encounter is nec- essary if compensation is to mitigate negative emotional responses, with downstream effects on bad-mouthing behavior. In confirming the importance of collaboration during recovery encounters, the findings have critical managerial and financial implications.
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| 2. |
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| 3. |
- Caruelle, Delphine, et al.
(författare)
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Affective Computing in Marketing : Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines
- 2022
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Ingår i: Marketing letters. - : Springer. - 0923-0645 .- 1573-059X. ; 33, s. 163-196
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Tidskriftsartikel (refereegranskat)abstract
- After years of using AI to perform cognitive tasks, marketing practitioners can now use it to perform tasks that require emotional intelligence. This advancement is made possible by the rise of affective computing, which develops AI and machines capable of detecting and responding to human emotions. From market research, to customer service, to product innovation, the practice of marketing will likely be transformed by the rise of affective computing, as preliminary evidence from the field suggests. In this Idea Corner, we discuss this transformation and identify the research opportunities that it offers.
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| 4. |
- Rao, Vithala R., et al.
(författare)
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The impact of advertising content on movie revenues
- 2017
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Ingår i: Marketing Letters. - : Springer Science and Business Media LLC. - 0923-0645 .- 1573-059X. ; 28:3, s. 341-355
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Tidskriftsartikel (refereegranskat)abstract
- We analyze the contents of print ads in the motion picture industry (e.g., number of reviews quoted in the ad, the presence of a top reviewer, size of the ad, star, director, etc.). We find that external validation (a recommendation by a top reviewer) is more important to revenues than the informative content of the ad.
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