bluuebunny/crossref_metadata_2025_split huggingface dataset:
The three key linkages: improving the connections between marketing and sales
Authors: Oliva Ralph A. 
Published: September 2006

PurposeIn reviewing a spectrum of practice across the 60 member firms of the Institute for the Study of Business Markets, those exhibiting an effective and efficient connection between marketing and sales appear to have three “key linkages” in common: linkages in language, linkages in organization, and linkage in systems. This paper seeks to outline these linkages, and explore how they might be strengthened in business‐to‐business firms.Design/methodology/approachThis is a viewpoint paper, developed by the executive director of the Institute for the Study of Business Markets, after a full day‐and‐a‐half meeting of ISBM member firms discussing marketing and sales linkage, expanded with additional qualitative observations of marketing/sales linkage across a selection of the ISBM membership base of 60 firms.FindingsThe study finds that effectiveness of the linkage between marketing and sales requires strong communication. Often one sees marketing and sales professionals talking past one another – they are not aligned on the definition of key terms, concepts, the nature of their practice. Firms which pay attention to training and alignment on language achieve better results. Common definitions of key terms and attention to communications issues are key in developing a more effective linkage between marketing and sales. Organizational approaches which favor “mixing” marketing and sales, joint meetings and contact, joint sales calls, and a reduction of the boundaries between marketing and sales seem to produce more favorable results. Finally, firms that have thought through, mapped, and show artifacts of a “demand generation process” where the role of marketing and sales are clearly defined, and how one feeds the other is charted clearly, appear to get much better results.Research limitations/implicationsA better understanding – and further research – of the dimensionality of the connection between marketing and sales, how marketing/sales linkages work, antecedents and consequences of strong linkages, and other approaches which produce better results are clearly indicated.Practical implicationsThe “Three Linkages” approach points to practical and actionable approaches for managers in strengthening the effectiveness of their marketing and sales teams, such as: train the teams together to create agreement and clearer understanding of language; map the demand generation process and work as a team to understand, streamline, and strengthen it better ; pay careful attention to “handoffs”; and avoid siloed structures where marketing and sales only interact occasionally: implement joint selling calls, and organization structures which foster connection.Originality/valueAlthough much discussion goes on with regard to marketing and sales effectiveness, the three dimensionalities of language, organization, and process surfaces as an approach to better understanding how the marketing and sales teams may be better aligned to produce stronger business results.
The effectiveness of environmental claims for services advertising
Authors: Chan Ricky Y.K. , Leung T.K.P. , Wong Y.H. 
Published: September 2006

PurposeThe purpose of this study is to explore how different types of environmental claims may affect the communication effectiveness of environmental advertising. Two two moderating variables include the perceived eco‐friendly image of the originating country and consumer involvement.Design/methodology/approachThe examination involves the analysis of the responses of 1,200 subjects in Shanghai, China, to mock advertisements containing environmental claims using a 2 x 3 factorial design.FindingsEnvironmental claims enhance the communication effectiveness of advertisements for both high‐ and low‐involvement services. For high‐involvement services, substantive environmental claims generate more favorable attitudinal responses than do associative environmental claims.Research limitations/implicationsThis research focused on a single Chinese city and on two service categories with contrasting degrees of involvement. While such a confinement can enhance the internal validity of the findings, their external validity has yet to be established.Practical implicationsThese findings suggest that marketers should adopt a situational perspective by taking into account environmental claim type, country disposition, the degree of environmental consciousness of their target consumers, and service type when designing their environmental advertising campaigns.Originality/valueAlthough a number of previous studies have focused on the application of environmental claims to advertise products, similar investigation into how these claims may help advertise services is virtually non‐existent. In this respect, the present study can be viewed as the first empirical work devoted to closing this research gap.
What factors influence customer‐oriented prosocial behavior of customer‐contact employees?
Authors: Lee Yong‐Ki , Nam Jung‐Heon , Park Dae‐Hwan , Ah Lee Kyung 
Published: September 2006

PurposeThe purpose of this study is to analyze the structural relationship between empowerment, service training, service reward, job attitudes such as job satisfaction and organizational commitment, and customer‐oriented prosocial behavior of employees.Design/methodology/approachThe research question is examined using a sample of Korean hotel employees. Structural equation analysis is used to test various research hypotheses and examine the extent to which job satisfaction and organizational commitment mediate the effect of empowerment, service training, and service reward on customer‐oriented prosocial behavior.FindingsFirst, the greater the job satisfaction, the greater is the role‐prescribed customer service of employees. Second, the greater the job satisfaction, the greater is the organizational commitment. Third, empowerment has a significant effect on organizational commitment and extra‐role customer service. Fourth, service training has a significant effect on job satisfaction, but it has a negatively direct effect on organizational commitment. Fifth, service reward has a significant influence on job satisfaction and organizational commitment.Practical implicationsBased on these empirical findings, employee management should be shifted from a transactional to a relationship‐building orientation – the former being short‐term goal‐oriented and the latter long‐term. Additionally, service organizations should evaluate employee lifetime value (ELV) as well as customer lifetime value (CLV).Research limitations/implicationsThere is a need to extend the results to a diverse range of service industries.Originality/valueThis research explains that empowerment, service training, and service reward contribute to the evaluation of organizational commitment through the medium of job satisfaction.
Exploring the role of culture in trust development with service providers
Authors: Suh Jaebeom , Janda Swinder , Seo Sunhee 
Published: September 2006

PurposeThe purpose of this study is to explore how customers from different cultures develop trust with service providers to uncover underlying dimensions of trust development for customers from different cultures.Design/methodology/approachThis study utilizes semi‐structured phenomenological depth interviews to explore the role of culture in the development of trust with service providers.FindingsCustomers' direct service experiences in their native culture and in the culture where they reside (in this study the USA), as well as recommendations from others appear to be the major determinants of trust. Furthermore, a customer's trust in a recommender seems to transfer over to a service provider.Research limitations/implicationsBecause all informants were from one foreign culture (Korean), the findings related to primarily this group. Further generalization of these findings should only be made after studies conducted with informants from other foreign cultures.Practical implicationsService organizations need to offer their employees training that emphasizes strategies oriented toward building and maintaining trust with customers from different cultural backgrounds in order to better read customers from different cultural backgrounds and to effectively react to their complaints.Originality/valueThe most unique part of trust development for Koreans who have lived in the USA would be the transference process. They seem to trust service providers or service organizations based on the recommendations related to specific service categories. Once trust is established in recommenders, it seems to naturally result in a transference process (e.g. trust transference from service provider to service organization).
Perceptions of incompatibility in customer‐to‐customer interactions: examining individual level differences
Authors: Raajpoot Nusser A. , Sharma Arun 
Published: September 2006

PurposeThe purpose of this paper is to explore the antecedents of customers' reactions to incompatibility and to develop operational guidelines for managers.Design/methodology/approachUsing fractional factorial design six individual level factors are manipulated using video‐based scenarios.FindingsThe research finds that mood, expectations, and perceived control over outcome are the three most important factors influencing perception of incompatibility. Value system, control over process, and involvement effect perceived incompatibility to a lesser extent.Research limitations/implicationsThe model tested cannot be considered as complete. Some of the factors that may have an impact on incompatibility such as educational level of respondent and cost of the service were not included in the experiment because of the increasing response burden on the respondents.Practical implicationsFor services managers, results highlight the importance of perceived control and prior expectation of incompatibility in managing incompatibility. Co‐creation of service, development of realistic advertising messages, and mood manipulation whenever possible, have been indicated as possible solutions. For academics, this research provides greater insights into the relative importance of individual level antecedents of customer incompatibility. Results also show that mood has both direct and indirect (via interactions with perception of control and involvement) effects on creation of incompatibility perceptions.Originality/valueResults are of value to both service managers and academics. This paper extends research in the area of customer‐to‐customer interactions by empirically examining non‐demographic individual level factors that impact the perception of incompatibility (negative interpersonal encounters among customers).
Relationship development in a multinational utilities network
Authors: Tyler Katherine , Stanley Edmund , Brady Amanda 
Published: September 2006

PurposeThe purpose of this paper is to research the development of services business relationships between a global telecommunications provider (the supplier) and the divisions of a multinational utilities company (the buyer), which was undergoing a de‐merger into strategic business units.Design/methodology/approachThe paper is a case study, supported by grounded theory.FindingsThe paper finds that the supplier used strategic relationship management, relationship specific investment and adaptation, and service quality, proved during exploratory exchanges, to establish its credibility with divisions of the buyer's network. Purchases were based on four criteria: cost, quality, relationship management and technological capability. Each division of the utility company (the buyers) tested the relationship and service quality credentials of the service provider. The buyers confirmed information from the network on the aptitude and commitment of the suppliers to its clients. Long‐term contracts followed.Research limitations/implicationsResearch in other service sectors would be useful. Comparative case studies would be of value to provide influencing successful relationship development.Practical implicationsThe practical implications of the paper are: the long‐term strategic relationship vision; total customer focus; relationship development efforts must be responsive to potential customer needs, purchase strategies and time scales, willingness to assume risk; the demand to establish relationship and service credibility prior to extensive exchange requires relationship specific investments by the supplier; and empowering relationship management staff.Originality/valueThere are few studies of relationship development in multinational services businesses in networks, and this research helps to fill this gap.
Relationship marketing: the influence of consumer involvement on perceived service benefits
Authors: Kinard Brian R. , Capella Michael L. 
Published: September 2006

PurposeThe purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types.Design/methodology/approachBased on Bowen's service typology, responses from patrons of fast‐food restaurants and hairdressers/stylists were used to assess the influence of consumer involvement on relationship marketing, specifically perceived service benefits and response behaviors.FindingsResults indicate that highly involved consumers perceive greater relational benefits when engaged in a high contact, customized service (i.e. hairdressers/stylists) versus a more standardized, moderate contact service (i.e. fast‐food restaurant).Research limitations/implicationsCare should be taken when generalizing these findings to other service settings as this study only addressed two service types. Thus, an opportunity for future research could add moderate contact, non‐personalized services to determine if there are significant differences between the three service categories. Additionally, this study was based in the USA, thus cultural differences may influence perceived benefits of service firms selected.Practical implicationsThe results of this study suggest that a service firm providing a more standardized service offering is better served by hiring and training competent and trustworthy employees than by adopting relational benefit programs. On the other hand, high contact customized service providers are encouraged to engage in relationship activities with highly involved consumers, specifically those related to confidence benefits.Originality/valueThis study confirms the recommendation that relationship marketing may be inappropriate for all service firms. More importantly, the level of consumer involvement with the service has a significant moderating effect on perceived relational benefits.
The impact of brand trust and satisfaction on retailer repurchase intentions
Authors: Zboja James J. , Voorhees Clay M. 
Published: September 2006

PurposeThe purpose of this paper is to demonstrate spill‐over effects from customer perceptions of trust in and satisfaction with a brand to customer evaluations of a retailer and, ultimately, repurchase intentions.Design/methodology/approachA conceptual model is developed and tested using structural equation modeling. Specifically, recent procedures for assessing direct and mediated effects are adoped.FindingsThe findings demonstrate that customer trust in and satisfaction with a retailer mediate the effects of brand trust and satisfaction on customer repurchase intentions.Research limitations/implicationsThis research provides a preliminary examination of the relationship between brands, retailers, and consumers. The results suggest that halo effects exist between customer perceptions of brands and retailers. Future research could attempt to discern how this transference from brand to retailer occurs and replicate these findings in other industries or product types.Practical implicationsThe findings suggest that managers must realize that perceptions of brands are transferred to the retailers that carry these products. However, in order for customers to return, a retailer must satisfy them and earn their trust, since the effects of brands are indirect.Originality/valueThis paper extends findings of transference in retail service settings by demonstrating that customer evaluations of brands can spill over and influence customer perceptions of a retailer.
Service personalization and loyalty
Authors: Ball Dwayne , Coelho Pedro S. , Vilares Manuel J. 
Published: September 2006

PurposeTo investigate the effect of service personalization on loyalty, and to measure some of the psychological dynamics of the process.Design/methodology/approachStructural equation modeling.FindingsIt is shown that the effect of service personalization on loyalty exists, but that the effect is not all direct. Personalization works through improving service satisfaction and trust. Personalization and improved communication act together in such a way that they account for the variance in loyalty that would be otherwise explained by corporate image.Research limitations/implicationsData, though comprising a very large probability sample, are from one economic sector in one European country.Practical implicationsService personalization is a powerful way to retain customers in its own right. In addition, the other results show that personalized service can partially replace the effects of communication and corporate image on loyalty. This argues that personalized service can be a powerful addition to mass communications.Originality/valueGrowing conventional wisdom in marketing argues that customer loyalty is responsible for large fractions of the profits of many service businesses. Constructs such as satisfaction, trust, customer collaboration, customer interaction, firm image, personalization, learning relationships, and so forth, have all been proposed as intermediate objectives, or as tools to build loyalty. Yet, to date, only some of these constructs have been measured and shown to be related to loyalty. This paper fills a portion of the empirical gap by showing that service personalization, indeed, affects loyalty, above and beyond the other explanatory variables.
How do corporate reputation and customer satisfaction impact customer defection? A study of private energy customers in Germany
Authors: Walsh Gianfranco , Dinnie Keith , Wiedmann Klaus‐Peter 
Published: September 2006

PurposeTo analyze whether perceived corporate reputation and customer satisfaction are directly associated with customer intention.Design/methodology/approachUsing structural equation modeling, the study is based on the responses to a written questionnaire of 462 customers of a large German utility.FindingsA non‐significant and weak relationship was found between corporate reputation and switching intention. The postulated impact of customer satisfaction on customer switching intention was confirmed. Corporate reputation and customer satisfaction were found to be strongly correlated.Research limitations/implicationsThe sample includes only one company's customers, so the findings may not be generalized to other industries. Future research in other service industries is called for.Practical implicationsThe threat of customer defection in deregulated markets requires power supply companies to examine the marketing instruments and measures required to inhibit customer willingness to switch power suppliers. This study demonstrates the need to focus on monitoring and increasing customer satisfaction.Originality/valueThe importance of reputation and satisfaction will ultimately be assessed on the basis of their customer‐related consequences and their economic relevance to companies. The construct of corporate reputation has attracted significant attention among marketing scholars, although almost no work can be found that focuses on the most important stakeholder group, namely customers. This paper addresses this research gap. The identification of context‐specific reputation and satisfaction effects on customer defection offers both practical implications for marketers and contributes to the theoretical knowledge base of an increasingly important domain in services marketing.
The real cost of ILS ownership
Authors: Fischer Ruth , Lugg Rick 
Published: September 2006

PurposeThe purpose of this paper is to bring awareness to all factors that impact on the cost of an integrated library system (ILS).Design/methodology/approachUsing a total cost of ownership approach, a bigger view of all the factors impacting on cost is explored.FindingsThe paper finds that many libraries focus entirely on direct costs when selecting a new ILS, rather than factoring in staff time and other long‐term costs that will be associated with choosing a system.Originality/valueWhen the direct and indirect costs are considered, systems that have higher initial costs may be cheaper to own through their entire lifespan than other, seemingly cheaper, products.
Where there's a will, there's a way: fundraising for the academic library
Authors: Huang Samuel T. 
Published: September 2006

PurposeThe key to a successful library development and fundraising program is a synergistic relationship between development professionals and librarians. The purpose of this paper is to investigate this relationship.Design/methodology/approachThe paper focuses on the partnership in achieving the library mission and its fundraising goals.FindingsThe study finds that raising funds for any academic library requires commitment and leadership of the library dean and the development officer. With library faculty and staff members' input, the library development team must work together in writing a compelling case statement that has high dramatic and emotional impact on the mission of the library and the institution.Originality/valueThe paper identifies three key elements that library faculty and staff can provide to support any successful library development program.