Viewpoint: a primer for inclusive service marketing theory

2020 ◽  
Vol 34 (6) ◽  
pp. 749-756
Author(s):  
Volker G. Kuppelwieser ◽  
Phil Klaus
Keyword(s):  
Design Methodology ◽  
Theory Development ◽  
Service Marketing ◽  
Current Theory ◽  
Marketing Theory ◽  
Consumer Group ◽  
Case Theory ◽  
Content Type ◽  
Representative Consumer ◽  
The Difference

Purpose This viewpoint sheds light on an as yet underrepresented consumer group. Considering impaired consumers in our theories would not only change these theories’ meaning but also add variance. These theories would therefore develop from a specific case theory to a broadly acceptable and applicable theory. Design/methodology/approach As a viewpoint paper, this work relies on previously published literature and highlights exemplary shortcomings in the servicescape and customer experience theory. Findings The paper specifies shortcomings in the current theory development and application. While service marketing scholars consistently consider the normal and representative consumer, changing the customer groups will lead to a broader understanding of consumer behavior. Originality/value This paper not only highlights impaired consumers’ different needs and expectations, but also discusses the difference between impairment and disability. Given this distinction, the paper calls for further research on such consumers.

The pragmatic importance of theory for marketing practice

2014 ◽  
Vol 31 (4) ◽  
pp. 322-327 ◽  
Author(s):  
Herbert Jack Rotfeld
Keyword(s):  
Design Methodology ◽  
Academic Research ◽  
Theory Development ◽  
Consumer Decision Making ◽  
Marketing Theory ◽  
Journal Articles ◽  
Academic Journal ◽  
Marketing Practice ◽  
Content Type

Purpose – The purpose of this paper is to explain that theories provide an important tool for practitioners in guiding decisions by explaining and predicting consumer decision making when new specific research data might be unavailable. This is true despite the problems caused by some academic journal articles’ use and abuse of theory development. The argument for this crucial role of theory in marketing practice explains reasons why many practitioners dislike academic research and related theory development, as well as points out where practitioners’ criticisms are valid. Design/methodology/approach – Delineation of problems in journal articles and some research notes the overall value of work for marketing practice and (indirectly) points out the important value of practitioner-focused research publications. Findings – While marketing practitioners are wrong to condemn all theory development as useless, too often in too many ways, researchers and journals deserve it. Yet, despite the problems, marketing practice needs marketing theory. Originality/value – This paper points out an ongoing common myopia of marketing practice, whereby practitioners miss out on the value of theory development.

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

scholarly journals Assessing the impact of libraries – the role of ISO 16439

2018 ◽  
Vol 119 (1/2) ◽  
pp. 87-93 ◽  
Author(s):  
Claire Creaser
Keyword(s):  
Design Methodology ◽  
International Standards ◽  
Content Type ◽  
International Standard ◽  
The World ◽  
The Difference ◽  
Library Impact ◽  
The Impact

Purpose Library impact and how to evaluate it has been debated for a number of years. While the activity – the busy-ness – of the library is now routinely measured and described, the difference the library makes is less tangible and harder to measure. Libraries in all sectors and worldwide are grappling with this issue, and the purpose of this paper is to summarise international standards available to support them. Design/methodology/approach The first international standard concerning library impact, ISO 16439 Information and documentation – methods and procedures for assessing the impact of libraries, was published in 2014 after several years in development. Findings The standard describes a range of methods for assessing library impact which have been used across the world in a variety of libraries in all sectors. Originality/value This paper summarises the key methods described in the standard, and gives references for further reading.

Stairways to heaven: implementing social media in organizations

2013 ◽  
Vol 17 (5) ◽  
pp. 741-754 ◽  
Author(s):  
Moria Levy
Keyword(s):  
Social Media ◽  
Knowledge Management ◽  
Empirical Study ◽  
Design Methodology ◽  
Applied Research ◽  
Service Marketing ◽  
Content Type ◽  
Four Levels ◽  
Functional Components ◽  
Practical Implications

Purpose – This paper is aimed at both researchers and organizations. For researchers, it seeks to provide a means for better analyzing the phenomenon of social media implementation in organizations as a knowledge management (KM) enabler. For organizations, it seeks to suggest a step-by-step architecture for practically implementing social media and benefiting from it in terms of KM. Design/methodology/approach – The research is an empirical study. A hypothesis was set; empirical evidence was collected (from 34 organizations). The data were analyzed both quantitatively and qualitatively, thereby forming the basis for the proposed architecture. Findings – Implementing social media in organizations is more than a yes/no question; findings show various levels of implementation in organizations: some implementing at all levels, while others implement only tools, functional components, or even only visibility. Research limitations/implications – Two main themes should be further tested: whether the suggested architecture actually yields faster/eased KM implementation compared to other techniques; and whether it can serve needs beyond the original scope (KM, Israel) as tested in this study (i.e. also for other regions and other needs – service, marketing and sales, etc.). Practical implications – Organizations can use the suggested four levels architecture as a guideline for implementing social media as part of their KM efforts. Originality/value – This paper is original and innovative. Previous studies describe the implementation of social media in terms of yes/no; this research explores the issue as a graded one, where organizations can and do implement social media step-by-step. The paper's value is twofold: it can serve as a foundational study for future researches, which can base their analysis on the suggested architecture of four levels of implementation. It also serves as applied research that will help organizations searching for social media implementation KM enablers.

Wroe Alderson, IMP and the evolution of theory

IMP Journal ◽  
2016 ◽  
Vol 10 (3) ◽  
pp. 390-408 ◽  
Author(s):  
Lars-Erik Gadde ◽  
Kajsa Hulthén
Keyword(s):  
Design Methodology ◽  
Systems Approach ◽  
Marketing Theory ◽  
Research Attention ◽  
Broad Perspective ◽  
Content Type ◽  
Research Fields ◽  
Theoretical Structure ◽  
Specific Objective ◽  
Scientific Fields

Purpose The purpose of this paper is to analyse how theories evolve within scientific fields: why they receive attention and why they eventually become less attractive. Design/methodology/approach The paper is based on a literature review and focusses on the theoretical structure developed by Wroe Alderson. His contributions were highly appreciated and generally considered as “the” marketing theory. However, in few years his broad perspective was more or less neglected within the field where it was developed. At the same time, Alderson’s basic thinking was adopted by the evolving IMP approach. The specific objective of the study is to analyse why researchers in marketing abandoned Alderson, while IMP adopted many of his ideas. Findings The paper illustrates significant aspects of the evolution of theories. First, the paper shows how well-established conceptualisations, like Alderson’s total systems approach, may lose impact when the focus of research shifts. Alderson’s holistic framing was found too broad and all-encompassing to be useful when research attention was directed to specific aspects of marketing management and the socio-behavioural approach to distribution. Second, the paper shows in what respect IMP found support in concepts and models presented by Alderson in the challenging of fragmented mainstream framings of the business landscape. Originality/value This paper relates the rise and fall of Alderson’s concepts and frameworks to the evolution of theories of other schools-of-thought. Furthermore, the study shows how Alderson’s ideas were adapted to other research fields than where it was originally developed.

Role of mall attractiveness in shaping fashion shopping orientation of apparel shoppers: a segmentation approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ajay Kumar ◽  
Anil Kumar Kashyap
Keyword(s):  
Cluster Analysis ◽  
Design Methodology ◽  
Economic Value ◽  
Variety Seeking ◽  
Content Type ◽  
Shopping Orientation ◽  
Intercept Survey ◽  
Segmentation Approach ◽  
The Difference

Purpose The purpose of this study is to identify distinct segments of apparel shoppers based on their fashion shopping orientation. The difference among the segments based on mall attractive dimension is also examined. Design/methodology/approach The data were collected through mall intercept survey from the mall shoppers. Samples of 375 respondents are used for data analysis purpose. Exploratory factor analysis is used to extract the factors of fashion shopping orientation and mall attractive dimensions while K-means cluster analysis is applied to identify the segments. Findings This study resulted in three factors of fashion orientation of apparel shoppers, i.e. fashion involvement, variety seeking and economic value, and four factors of mall attractive dimensions: convenience, entertainment, atmosphere and architecture design. Based on these factors, this study came out with three distinct segments of fashion shoppers: pragmatic shoppers, variety seeking shoppers and highly fashioned shoppers. These three segments are attracted towards the mall dimension differently. Originality/value This paper presents the three distinct profiles of fashion shoppers based on their fashion shopping orientation and mall attractive dimensions. The findings of this study may help retailers and mall developers to target mall visitors appropriately.

The response of majority employee-owned firms during the pandemic compared to other firms

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joseph Blasi ◽  
Douglas Kruse ◽  
Dan Weltmann
Keyword(s):  
Design Methodology ◽  
Employee Ownership ◽  
Social Implications ◽  
Firm Level ◽  
Content Type ◽  
Rutgers University ◽  
Employment Trends ◽  
The Difference ◽  
Industry Membership ◽  
Practical Implications

PurposeThe purpose of this study is to understand how majority employee-owned firms responded to the pandemic compared to firms that were not majority employee-owned. The Employee Ownership Foundation partnered with Rutgers University and the SSRS survey firm to survey ESOP and non-ESOP firms about their responses to the COVID-19 pandemic. A key purpose of the survey was to estimate firm-level changes in employment from mid-January to August (current employment figures were adjusted to August 5 using BLS industry employment trends). The survey also looked at other forms of adjustment and responses to the pandemic as reviewed below. The focus in this study is on the differences between firms that are majority owned by ESOPs and those that are not.Design/methodology/approachThe survey included 247 executives from ESOP Association member companies and 500 executives from an SSRS business panel constructed to be representative of US companies with 50 or more employees. The survey started on August 5 and ended on September 23, 2020.Findings(1) Majority ESOP firms had employment declines from January to August that were on average only one-fourth as large as for other firms. The difference is maintained when controlling for industry membership. (2) Majority ESOP firms were more likely to be declared “essential,” but the lower employment cutbacks among majority ESOP firms remain among essential and non-essential businesses. As essential businesses, majority ESOP firms were more likely receive Paycheck Protection Program or other government pandemic assistance, but both assistance recipients and non-recipients had lower employment cutbacks among majority ESOP firms. (3) The extent of employment cutbacks was higher for non-managers than for managers, but the manager/non-manager gap was higher among other firms than among majority ESOP firms.Research limitations/implicationsThis study supports empirical findings done previously.Practical implicationsThis study suggests to non-EO firms what they can do.Social implicationsThis study suggests strengths of EO firms.Originality/valueA very original and one-of-a-kind dataset.

From service quality to experience – and back again?

2015 ◽  
Vol 7 (1) ◽  
pp. 107-119 ◽  
Author(s):  
Jon Sundbo
Keyword(s):  
Service Quality ◽  
Design Methodology ◽  
Service Management ◽  
Service Marketing ◽  
Service Research ◽  
Experience Economy ◽  
Content Type ◽  
The Past ◽  
Functional Quality ◽  
Original Contribution

Purpose – This paper aims to analyse the movement in the focus on customers within service management and marketing theories and service research that has taken place during the past three decades. The paper addresses the question: How did we, in service research, change from emphasizing quality to emphasizing experience? Design/methodology/approach – The paper analyses developments in service and experience theories. Experience has come onto the theoretical agenda, both in its own right and as a concept within service marketing and management theory. Findings – Experience has increasingly been a concept that has replaced quality in service marketing theories. However, an independent experience economy paradigm has also emerged. Recently, the societal emphasis on productivity may lead back to functional quality re-emerges in theories; however, it will most likely be in a new version. Originality/value – This analysis is a profound theory-critical analysis of the actually very widely used concept experience in service theories. The analysis present an understanding of what experience means in these theories and how it relates to the quality concept. This is an original contribution to a deeper understanding of service marketing and service quality theories.

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

Understanding the difference of values-based motivation of managerial workers in spa businesses in Thailand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pornlapas Suwannarat
Keyword(s):  
Data Collection ◽  
Design Methodology ◽  
Cultural Background ◽  
Core Values ◽  
Operational Performance ◽  
Collection Method ◽  
Content Type ◽  
The Difference ◽  
Asean Countries ◽  
Practical Implications

PurposeThis study focuses on variations of the importance of core values through motivational domains of individuals by their cultural background. The effect of motivational domains on operational performance has also been investigated.Design/methodology/approachThe study used survey as the main data collection method to elicit data from managerial workers in spa businesses in four regions of Thailand. An unpublished database of spa businesses was provided to the study by the Thai Chamber of Commerce.FindingsSignificant variations of the importance of motivational domains of managerial workers can be found according to the subculture of each of the four regions of Thailand. In addition, the motivational domains have found their significant impact on worker operational performance.Research limitations/implicationsOne of the limitations of this study may be the distribution of samples because the study focuses on spa businesses, most of which in each region are located in big tourism provinces that may not be wholly representative of the characteristics of each region.Practical implicationsThis study will be of practical value for practitioners or managers of any firms since it is important to consider value variations when assessing the operational performance; workers, especially managerial workers, in each subculture may have different priorities in the motivational domains of their lives. This could affect their operational performance.Originality/valueThis is an original attempt to ascertain variations of core values through motivational domains by subculture. It fills a knowledge gap in under-researched area in the literature since so far a few studies have examined this issue in the ASEAN countries.

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