As globalization has altered the way the world works, cross-cultural competence has become a vital skill that employers look for in the workplace. In order to further develop students’ intercultural competencies, and meet the demands of the workplace, most business schools offer study abroad opportunities. These programs have consistently gained popularity over the years as business schools have strived to internationalize their curriculums. In order to encourage more students to engage in study abroad programs it is important to assess the efficacy of these programs, as well as participants’ satisfaction with the experience. The purpose of this exploratory study, accordingly, was to examine students’ motivations for participating in a faculty-led study abroad program to Peru; and their subsequent perceptions, personal development, and satisfaction with the program. This study utilized a qualitative approach to uncover key constructs and provide rich insights. Consistent with the confirmation-disconfirmation paradigm, this study examined both pre-program expectations and post-program outcomes. In-depth interviews revealed a high degree of personal and professional development, i.e., that post-program students were more interculturally proficient and global minded, and high levels of satisfaction and delight.
Firms can learn valuable customer knowledge by engaging with customers who share their suggestion ideas. Yet consumer suggestion sharing has been minimally studied and remains poorly distinguished from complaint behavior. This research reviews suggestion-sharing related literature, theoretically distinguishes suggestion sharing behavior from complaint behavior and offers an exploratory empirical characterization of direct-to-firm consumer suggestion sharing. The empirical findings draw on seven surveys employing three different elicitation techniques – critical incident, direct reporting, and scenario response. Results indicate that approximately 70% of consumers share suggestions with firms each year and that the majority are unsolicited and are shared face to face in services contexts, highlighting the need for companies to establish frontline service processes both to capture and communicate shared insights and to better engage with customers seeking to help them. Further, consumers conceive of more than twice as many suggestion ideas as they share, highlighting the potential for companies to garner substantially more improvement ideas and feedback, and to develop stronger customer relationships, by fostering increased sharing of suggestion ideas.
The purpose of this research is to explore gaps in the understanding of dysfunctional consumer behavior (DCB) that might provide direction for future research and help firms understand the blind spots that might exist in their provision of satisfying consumer outcomes. From the marketer’s perspective there are several questions that exist both inside and outside the mind of the consumer that would be of great value in helping avoid DCB and move toward an improved relationship with dissatisfied customers. This project examines numerous definitions of the various types of DCB from over the past 30 years. This research evaluated 18 of these terms and presented a set of questions of relevance to the marketer: when does DCB take place, what provokes it, and what does the dissatisfied consumer hope to gain from their actions. The current research raises these questions but to answer these questions, further investigation is needed.
The purpose of this paper is to investigate how observing customers’ react after witnessing an apology containing four unique components. The present research examines the influence of apology characteristics on observing customers’ negative word-of-mouth and return intentions. Four apology components (timeliness, accepting responsibility, initiation, and remorse) were examined.
The current research identifies the judgment and decision-making (J/DM) context as an additional relevant concern today for assessing consumer decision-making relative to automobile insurance. The research focuses on potential status quo effects on a satisfaction and trust model of customer loyalty, demonstrating that relative status quo contexts (relative to another consumer) appear to invoke a different J/DM model than non-comparative status quo contexts. The results demonstrate the general importance of consumer trust across both assessed contexts as a foundation for customer loyalty decisions. Satisfaction judgments, on the other hand, were found to operate only in the non-comparative scenario. The results afford important insights for insurance marketers in terms of positioning strategies based upon group membership identification versus non-comparative emphases such as price.
A model of full-time professional graduate student satisfaction is developed and tested using data from in-depth focus groups of full-time MBA students that identified facets of program satisfaction. These fell into six categories—three categories involving program design and delivery and three categories of program outcomes. The model was validated by an independent group of full-time MBA students and a measurement instrument was developed. This instrument was administered to other full-time MBA students and their data analyzed via structural equations modeling. This analysis further refined the model and estimated the path coefficients among the items and linked them to overall satisfaction, perceived value of the program, and commitment to it. We propose that this model can be adapted and generalized to other professional graduate programs.
This paper examines the impact of the characteristics of available alternatives and variable expectations on customer satisfaction within a choice framework. Typical models for customer satisfaction use a disconfirmations paradigm based on the gap between mean expectations of product performance and actual product performance. This may not adequately explain satisfaction if expectations are distributional for the alternatives available. Given disconfirmations may also impact differentially on satisfaction measurements depending on the alternatives available and specifically the various contexts engendered by variable expectations of the available alternatives. Using a designed choice experiment, this paper examines the impact of a given disconfirmation on satisfaction through various contexts created by manipulation of characteristics including expectation variability and attributes of available alternatives. Results suggest satisfaction measurements depend on expectation variability, attributes of available alternatives and, importantly, interactions between these variables.
Literature related to the service-dominant logic and customer value highlight customer advocacy (customer-to-customer communication aimed at promoting and defending products and services) and feedback (positive, negative, and neutral customer-to-company communication) as significant theoretical constructs and managerial objectives. Trust, the notion that a relational partner is dependable and can be relied on to deliver on its promises, has received strong support as an important element in marketing relationships and may be important to understanding customer advocacy and feedback. Scheer (2013) argues that trust has been confounded with confidence in the literature and that by disentangling trust and confidence we not only gain conceptual clarity but may also shed new light on trust-related antecedents and consequences. Marketing scholars conclude that there is still much to learn about trust and the underrepresented construct, confidence, in relational exchange. The present study addresses issues raised in the literature as well as gaps in our understanding related to the role of perceived trustworthy behaviors (benevolence and competence) and confidence in customer advocacy and feedback behavior in a B2C retail setting. Specifically, we examine the interaction of benevolence and competence trustworthiness dimensions as well as the mediating influence of confidence as precursors to customer advocacy and feedback behavior. Model relationships are supported which hold implications for future marketing research and practice related to customer citizenship behavior.
CSDCB (Consumer Satisfaction, Dissatisfaction & Complaining Behavior) 2018 Conference Proceedings Hosted by NYIT (New York Institute of Technology) School of Management.
Discount retailing represents a substantial proportion of the U.S. retail sector; however, it is increasingly challenged by both online and other new retail entrant forms. This changing discount retail market makes it increasingly important to understand how customer value is created and how this in turn influences satisfaction and loyalty. Because of the unique nature of discount retailing the extant research on these topics may not apply to this retail sector. Based on this need, this paper reports research on how customer perceived price and quality value obtained in the discount retailing shopping experience influence store and service satisfaction and subsequent customer loyalty. The research is based on a sample of 308 Wal-Mart and Target customers. Partial least squares structural equation models were used to test the hypotheses and were also used to assess the role that gender and store brand play as moderators in the research framework. The research provides discount retail managers with important evidence on the specific dimensions of value and satisfaction that influence customer loyalty that runs contrary to the general literature not specific to discount retailing. Interestingly, price value was not found to be related to store or service satisfaction suggesting that discount retail customers may anticipate low prices and therefore they do not serve as a driver of satisfaction. Another finding that was contrary to the literature was that service satisfaction did not influence customer
This paper examines how price and quality value obtained in a shopping experience influence store and service satisfaction and subsequent customer loyalty in a discount retail setting. The multiple dimensions of value and satisfaction and their influence on loyalty is examined based on a sample of Wal-Mart and Target customers. The results indicate that quality value is related to store and service satisfaction. Price value was not related to store or service satisfaction. Store satisfaction was found to be related to customer loyalty, although service satisfaction was not related. The research provides managers with evidence on the specific dimensions of value and satisfaction that influence customer loyalty in a discount retail setting. Price value was not found to be related to store or service satisfaction suggesting that customers of discount retailers expect lower prices and therefore do not consider them as a driver of satisfaction. A similar logic may hold true for the relationship between service satisfaction and loyalty as a high level of service may not be considered as a requirement for discount retail shoppers.
Purpose: Examines the consumer complaining behavior [CCB] of Saudi nationals and Filipino temporary migrants resident in Saudi Arabia focusing on differences in preferred forms of complaining and whether cultural differences are the cause.Methodology/Approach: Samples are drawn from Saudi and Filipino residents in Saudi Arabia. A survey instrument covering a wide range of CCB variables was developed, tested and administered to each group. Data were analyzed in SPSS using descriptive statistics, t-tests and chi square analysis.Findings: Significant differences were found between the two groups in their complaining actions. Temporary migrants portrayed a more careful and reticent approach to complaining. Demographic differences were excluded as causes as was length of stay of the immigrant group. Significant differences in cultural values between the two groups were found but further analysis found no systematic association within each nationality group between the strength of a respondent’s value dimension and their preferred complaint action. The temporary, work-permit based status of the immigrant group was left as the likely cause of differences. Practical and Social Implications: Provides evidence that customer complaint management should be tailored to culturally diverse groups; suggests potential for temporary migrant status to influence how migrants complain and draws attention to temporary migrants as consumers.Originality/Value of the paper: Extends the study of CCB to an Arab culture and contrasts how temporary migrants, primarily guest workers, differ from the mainstream in their complaining actions. While establishing cultural differences between the nationality groups the study excludes these differences as the reason for the different complaining actions, drawing attention to the residency conditions under which temporary migrants reside.
Retailing and the examination of consumer satisfaction can be viewed from the perspective of (a) before the 21st century and (b) 2000 and beyond. Prior to the 21st century, “the consumer was always right…even if the consumer was wrong.”
Online consumer reviews (OCRs) have shown to significantly impact consumer behavior. Considerable research has been conducted to understand the OCR phenomenon, particularly around what motivates people to post OCRs. However, similar consolidation of insights from OCR readers perspective is missing. What motivates people to seek OCRs? Why are certain OCRs more persuasive? How do readers discern the credibility of OCRs? How do firms benefit from OCR-seeking? This article addresses these and related questions, and cohesively integrates various research perspectives on motivations to read OCRs. The article also presents interesting differences between motivations to provide vis-a-vis seek OCRs. While the reasons for providing OCRs are driven by psychological and social factors, OCR-seeking is primarily outcome-focused. From a consumer perspective, OCR-seeking results in psychological and behavioural outcomes like decision-making, attitude formation, purchase intention, price/value perception, trust, risk reduction, and loyalty, among others; whereas the outcomes on firms, although indirect, is considerable, in the form of economic (profitability, sales rank, value) and brand equity-related effects (awareness, loyalty). This article also reviews the role of key contextual factors (i.e., message characteristics, reviewer characteristics, and receiver characteristics) that moderate the influence. Finally, this assimilation leads to the identification of fruitful areas for future research. Keywords: Online consumer reviews; antecedents and consequences; review-receiver; persuasion; consumer decision-making; literature synthesis
Erroneous consumer-communicated product-related content can be dissatisfying for information seekers and lead to deleterious performance outcomes for both communicator and implicated organization. Stemming from a perception of either marketing relationship or insufficient ability to achieve domain accuracy, instantiation of erroneous content in the blogosphere facilitates blame assignments that, as an experiment shows, vary with the presence versus absence of a word-of-mouth marketing disclosure and partially with accordance between the consumption experience versus authoritative knowledge signaled ability base of the communicator and the hedonic versus utilitarian perspective espoused in the message. Blame cognitions directed at the communicator and, when a marketing disclosure is made, the organization, drive retaliation intentions. However, blame and retaliation relationships are partially mediated by experiences of negative affect.
Online customer reviews are peer-generated product evaluations posted on company or third party websites. Many retailers offer consumers opportunities to participate in product reviews and share their experiences and opinions with other consumers on their online store websites. This study identifies factors that generate negative perceptions of information quality in online reviews. In addition, the influential role of negative perceptions of consumer reviews and perceived usefulness of online reviews on reading of online reviews and purchase intentions in online stores hosting the reviews are examined. Using a survey, data were collected from 312 male and female university undergraduate students with experience purchasing products online and reading reviews online. Hypotheses were tested using measurement and structural equation models. Four information quality elements (irrelevancy, incredibility, exaggeration, and untimeliness) were developed as measures of negative perceptions of review quality. Based on the results of the research model, researchers found consumers’ negative perceptions of review quality decreased online purchase intentions by deterring the reading behavior of reviews while consumers’ positive perceptions of the usefulness of reviews increased reading activity. This study highlights the importance of consumer review reading behavior and its effect on purchase intention in online stores. Creating supportive systems to enhance the quality of online reviews will allow consumers to make better purchase decisions.
Services providers struggle to develop customer commitment. Within the services literature, questions exist regarding the simultaneous influence of quality, satisfaction, and value and its role on commitment, which is exacerbated by evidence that different customer groups may react differently to the influence of these constructs. The present research addresses these gaps in understanding of how to enhance longer-term commitment of low versus high relational retail customers. This study employs a cross-sectional, single retailer approach surveying 503 customers of a large pet supply chain. Conditional process analysis was used to test hypothesized indirect and direct relationships. Results were consistent with predictions. For low relational customers, satisfaction with employee encounters interacted with customer service quality to influence customer value. Specifically, customer value was positively enhanced with increasing quality perceptions when satisfaction was high. The influence of this interaction on customer continuance commitment was fully mediated by customer value. For high relational customers, service quality was fully mediated by customer value in influencing customer continuance commitment. High relational customers’ satisfaction with employee encounters directly influenced their continuance commitment. This is one of few studies to simultaneously employ service quality, satisfaction, and value constructs in models to examine indirect and direct effects for different relational customer groups. This research uniquely addresses the development of relational strategies to enhance the “lock-in” commitment - a strategically important outcome variable.
Augmented reality technology is intended to enhance user’s experience in shopping or seeking entertainment. If enhancement is low or non-existent, it may not be because augmented reality (AR) is faulty; it may be because AR did not provide sufficient attributes to satisfy customers. Based on a study with adult consumers, this study examines the level of satisfaction or dissatisfaction achieved by some users of AR in shopping and entertainment. The results show a significant discrepancy between what consumers expected to be offered when engaging augmented reality in shopping or entertainment and what they actually experienced. Consumers expected high levels of interactivity, high quality of augmentation (realistic view and telepresence), high levels of information, and the availability of crucial utilities (search features, narration, quick response, and need for touch). Consumers experienced fun, pleasure, connectivity, but they also encountered low levels of interactivity, and low levels of information. Important implications for researchers and managers are drawn from this discrepancy.
Online customer reviews (OCRs) are becoming increasing popular among consumers who read them to make informed decisions about products and services. However, little attention has been given to factors that influence those who generate OCRs. This study aims to fill this gap by exploring the sociodemographic characteristics and personality traits associated with positive and negative OCR creation. Logistic regression analysis shows that age has a quadratic (inverse U-shaped) effect on the likelihood of posting an OCR. Moreover, openness to new experiences, agreeableness, and conscientiousness are significant predictors of OCR creation. These findings may help marketers develop OCR platforms that encourage positive reviews
Communicating the value associated with an undergraduate degree is one of the most vexing problems facing universities’ administrators. Universities are at an important crossroads, one that arguably confronts the soul of the academy. One fork in the road is to “stay the course” of traditional liberal education seeking well-roundedness and lifelong learning. The other fork is to acquiesce to growing marketization pressures that emphasize practitioner-related knowledge and skills in support of employment opportunities and efficacy. The current study uses the lens of service dominant logic (SDL) to view this dilemma, because SDL is the emerging general marketing logic based on a standard of achieved value and a stakeholder orientation (which may or may not be perceived equally across stakeholder groups). This exploratory descriptive study evaluates the preferences for perceived value based on marketization versus liberal education approaches using both descriptive and predictive techniques. The results suggest that the marketization versus liberal education choice may prove in the end to be a false choice! This suggests the possibility that the current controversy between advocates of marketization versus marketing may both be placated (to a degree) by creative solutions that merge liberal education with marketization pedagogical goals and measures of success. We believe that our findings provide useful insights for better higher education at this controversial time, particularly vis-a-vis student satisfaction. We also hope our study spurs further examination of the issues related to the marketization and marketing perspectives in higher education.
