Internationalization strategies for services: a retrospective

2016 ◽  
Vol 30 (2) ◽  
pp. 129-132 ◽  
Author(s):  
Christian Grönroos
Keyword(s):  
Marketing Research ◽  
Research Area ◽  
Theory And Practice ◽  
Mobile Technologies ◽  
Future Research ◽  
Marketing Theory ◽  
Key Factors ◽  
Content Type ◽  
Internationalization Strategies ◽  
History Of

Purpose This paper aims to evaluate the findings first put forward in the article “Internationalization strategies for services” (Grönroos, 1999) with the benefit of hindsight and to offer directions for further research and developments in this research area. Design/methodology/approach Research directions spurred by the publication of the original article are examined in the light of current service(s) marketing theory and practice and the development of digitalization and Internet and mobile technologies. Promising current and future strands of research are identified. Findings The originally suggested modes of internationalization seem to remain valid. However, digitalization and the development of Internet and mobile technologies have enabled new ways of internationalizing which enable offering services globally from the establishment of a firm. Originality/value The original article was highly rated, generated discussion and drove important further research. It has value in the history of service(s) marketing research. This retrospective analysis by the author gives unique insight into the processes and thinking associated with understanding key factors which have contributed to the historical development of service(s) marketing and provides substantial directions for future research.

Retrospective: efficiency in service delivery: technological or humanistic approaches?

2016 ◽  
Vol 30 (2) ◽  
pp. 133-135
Author(s):  
Scott W. Kelley
Keyword(s):  
Service Delivery ◽  
Marketing Research ◽  
Research Area ◽  
Theory And Practice ◽  
Future Research ◽  
Marketing Theory ◽  
Research Directions ◽  
Content Type ◽  
Managerial Implications ◽  
Key Aspects

Purpose The purpose of this paper is to provide a retrospective evaluation of the findings first put forward in the article Efficiency in Service Delivery: Technological or Humanistic Approaches?, and to offer directions for further research and developments in the research area. Design/methodology/approach Research directions which emanated from the publication of the article have been examined in the light of current service(s) marketing theory and practice. As a result, promising current and future strands of research have been identified. Findings The original article examined technological and humanistic approaches to improving service delivery efficiency. In doing so, it included two services classification schemes which provided context for the managerial implications presented. The original article was published in 1989. Much has changed since then, especially with regard to technological approaches to service delivery. However, the implications included in the original article for the most part hold. Future researchers are offered a variety of possible directions to pursue in light of the changes, especially in technology, that have occurred since the publication of the original article. Originality/value The original article was highly rated and generated discussion and important further research. It has value as part of the history of service(s) marketing research. The retrospective analysis by the author gives a unique insight into processes and thinking associated with understanding key aspects that contribute to the historical development of service(s) marketing, and provides substantial food for thought for future research directions.

Retrospective: a cross-sectional test of the effect and conceptualization of service value revisited

2016 ◽  
Vol 30 (3) ◽  
pp. 261-265 ◽  
Author(s):  
J. Joseph Cronin
Keyword(s):  
Marketing Research ◽  
Service Marketing ◽  
Theory And Practice ◽  
Future Research ◽  
Consumer Decision Making ◽  
Marketing Theory ◽  
Cross Sectional ◽  
Research Directions ◽  
Content Type ◽  
Service Value

Purpose This paper aims to provide an evaluation of the findings first put forward in the article “A cross-sectional test of the effect and conceptualization of service value” with the benefit of hindsight, and to offer directions for further research and developments in the research area. Design/methodology/approach Research directions which emanated from the publication of the paper have been examined in the light of current service(s) marketing theory and practice. As a result, promising current and future strands of research have been identified. Findings The focus of both the original and this paper is on the conceptualization and measurement of the value construct. Although much theory has been advanced relative to the measurement of value, the marketing literature lacks a conceptualization and measures that reflect this theory. Research limitations/implications The implication of the paper is that marketing scholars tend to focus more on to other studies before exhausting the opportunities to identify and test appropriate conceptualizations and measures of core marketing constructs such as value, quality, sacrifice and satisfaction. Practical implications Although value is universally identified as a major driver of consumer decision-making, a full appreciation of its role in the strategic marketing efforts of organizations depends on having an accurate conceptualization and measures. The original paper and this revisit motivate and assist organizations in their efforts to better understand value and its impact in the decisions made by consumers. Social implications To contribute to the needs and wants of society, organizations must identify what is valued by society. The original and this revisit identify the creation of value as a basic need in encouraging consumer behaviours when the intent is to satisfy societal needs or desires. Originality/value The original paper was highly rated, and generated discussion and important further research. It has value as part of the history of service marketing research. The retrospective analysis by the authors gives a unique insight into processes and thinking associated with understanding key aspects that contribute to the historical development of service marketing, and provides substantial food for thought for future research directions.

Employing proactive interaction for service failure prevention to improve customer service experiences

2017 ◽  
Vol 27 (1) ◽  
pp. 164-186 ◽  
Author(s):  
Hyunju Shin ◽  
Alexander E. Ellinger ◽  
David L. Mothersbaugh ◽  
Kristy E. Reynolds
Keyword(s):  
Customer Service ◽  
Service Provision ◽  
Service Providers ◽  
Service Failure ◽  
Marketing Research ◽  
Theory And Practice ◽  
Future Research ◽  
Content Type ◽  
Failure Prevention ◽  
Patronage Behavior

Purpose Services marketing research continues to be largely focused on firms’ reactive interactions for recovering from service failure rather than on proactive customer interactions that may prevent service failure from occurring in the first place. Building on previous studies that assess the efficacy of implementing proactive interaction in service provision contexts, the purpose of this paper is to compare the influences of proactive interaction to prevent service failure and reactive interaction to correct service failure on customer emotion and patronage behavior. Since proactive interaction for service failure prevention is a relatively underexplored and resource-intensive approach, the authors also assess the moderating influences of customer and firm-related characteristics. Design/methodology/approach The study hypotheses are tested with survey data from two scenario-based experiments conducted in a retail setting. Findings The findings reveal that customers prefer service providers that take the initiative to get to them before they have to initiate contact for themselves. The findings also identify the moderating influences of relationship quality, situational involvement, and contact person status and motive. Originality/value The research contributes to the development of service provision theory and practice by expanding on previous studies which report that proactive efforts to prepare customers for the adverse effects of service failure are favorably received. The results also shed light on moderating factors that may further inform the exploitation of resource-intensive proactive interaction for service failure prevention. An agenda is proposed to stimulate future research on proactive customer interaction to prevent service failure in service provision contexts.

Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anna Makrides ◽  
Olga Kvasova ◽  
Alkis Thrassou ◽  
Elias Hadjielias ◽  
Alberto Ferraris
Keyword(s):  
Systematic Review ◽  
International Marketing ◽  
Marketing Research ◽  
Research Area ◽  
Future Research ◽  
Journal Articles ◽  
Knowledge Gaps ◽  
Systematic Analysis ◽  
Content Type ◽  
Future Research Agenda

PurposeThe purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to proliferate and prosper.Design/methodology/approachA systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published in major marketing, international business and management journals.FindingsA systematic analysis of 44 journal articles shows that CCOS research is a rapidly growing research stream in the international marketing field. However, at the same time, the results reveal a lack of coherent and consistent conceptual underpinning, conflicting empirical findings regarding the profile and behavior of cosmopolitan consumers, persisting knowledge gaps, as well as methodological and contextual weaknesses.Originality/valueThis paper is the first to consolidate the pertinent literature on CCOS. In doing so, it provides a roadmap for future research with reference to theory, context and methodology based on the research inconsistencies and knowledge gaps identified, contributing toward the development of this research area.

Brand constellations: reflections of the emotional self

2016 ◽  
Vol 25 (2) ◽  
pp. 134-147 ◽  
Author(s):  
Richard L. Flight ◽  
Kesha K. Coker
Keyword(s):  
Theory And Practice ◽  
Future Research ◽  
Exploratory Research ◽  
Marketing Theory ◽  
Psychological Traits ◽  
Content Type ◽  
Self Image ◽  
Reported Data ◽  
Brand Congruence ◽  
Emotional Disposition

Purpose The purpose of this paper is to examine the role that enduring consumer emotional traits play in brand constellation formation. Theories of self-image and brand-image congruence are used as the foundation to explain how complex brand constellations are a reflection of emotional dispositions. Design/methodology/approach A clustering technique based on 24 consumption emotion set items was used to analyze data from 287 consumers and 66 different consumer brands. A conjoint analysis was also performed to examine the degree of brand congruence within each cluster. Findings Results reveal four unique consumer clusters (Sad, Passionate, Joyful, and Balanced Middle) with unique brand constellations and differing degrees of brand congruence. Of significance is the Sad cluster, which shows a strong brand congruence to seemingly hedonic products. Research limitations/implications Given the nature of self-reported data, an inherent potential bias because of a single source for both dependent and independent variables exists. Also, this research design is based on an inductive form of reasoning, and thus, results may not be falsifiable. Practical implications Implications of brand constellations based on emotional dispositions for marketing theory and practice are discussed. Given this exploratory research on brand constellations defined by emotional disposition, limitations and avenues for future research are also presented. Social implications In this paper, the consumer’s enduring psychological traits act as the grouping mechanism, and from this psychometric profile, brands group to reflect the collective self-image of consumers based on emotional disposition. By introducing the emotional disposition approach to constellation formation, the authors demonstrate that psychometric variables offer a new methodology by which brands may be categorized. Originality/value Using a cluster analysis to essentially reverse-engineer consumption patterns is novel and reflects a valid approach toward demonstrating how otherwise unrelated brands may be consumed together.

Back to the future: historical nostalgia and the potentials for Islamic marketing research

2018 ◽  
Vol 9 (3) ◽  
pp. 673-682 ◽  
Author(s):  
Noha M. El-Bassiouny ◽  
Nada Zahran
Keyword(s):  
Marketing Research ◽  
Future Research ◽  
Extensive Literature ◽  
Islamic Philosophy ◽  
Content Type ◽  
Islamic History ◽  
Life And Death ◽  
History Of ◽  
Future Research Directions ◽  
Practical Implications

Purpose The purpose of this paper is to draw Islamic marketing researchers’ attention to the potentials that historical nostalgia has for Islamic marketing research. Design/methodology/approach The paper is conceptual in its approach, drawing on extensive literature review on the origins of nostalgia in general and historical nostalgia in specific. The paper also draws on the Holy Qur’an and Islamic marketing research. Findings The paper shows that the Islamic philosophy for life and death establishes continuity between the history of the believers in the mundane life and their accountability and, hence, prosperity in the transcendent afterlife (the hereafter). This has connotations for Islamic marketing research. Future research directions are, therefore, stipulated. Research limitations/implications The research has implications for Islamic marketing research that draws on Islamic history and civilization. Practical implications The research has practical implications toward Islamic marketing researchers who draw on Islamic history, culture and civilization in designing marketing appeals. Originality/value The paper is the first to draw attention to the potential overlap between historical nostalgia, and therefore nostalgia proneness and Islamic marketing research domains.

scholarly journals Guest editorial: relationship marketing – past, present and future

2017 ◽  
Vol 31 (1) ◽  
pp. 1-5 ◽  
Author(s):  
Johanna Gummerus ◽  
Catharina von Koskull ◽  
Christian Kowalkowski
Keyword(s):  
Relationship Marketing ◽  
Common Ground ◽  
Theory Development ◽  
Marketing Research ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Special Issue ◽  
Double Blind ◽  
Content Type ◽  
Blind Review

Purpose In a time when relationships have been recognized as an integral part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The aim with this special issue is to critically assess the state of relationship marketing and call for new ideas to take the field forward. Design/methodology/approach The editors had an open call for papers with an original perspective and advanced thinking on relationship marketing, resulting in 50 originally submitted manuscripts that were subjected to double-blind review. Of these, this issue presents five articles. In addition, the editors invited well-renowned thought leaders who have contributed to theory development within relationship marketing. This issue starts with their four thoughtful, forward-orientated contributions. Findings Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the future of this area. A prominent way forward may be looking for a common ground in relationship marketing thinking, assessing the extent to which the different literature streams add to marketing research and when they do not and testing/deploying the learnings in new settings. Research limitations/implications The special issue does not address all areas of relationship marketing research. Potential areas for future relationship marketing research are identified. Originality/value To assess existent knowledge of relationship marketing is needed to take the field forward.

The unobserved signaling ability of marketing accountability: can suppliers’ marketing accountability enhance business customers’ value perceptions?

2019 ◽  
Vol 34 (1) ◽  
pp. 166-175 ◽  
Author(s):  
Maja Arslanagic-Kalajdzic ◽  
Vesna Žabkar ◽  
Adamantios Diamantopoulos
Keyword(s):  
Customer Value ◽  
Perceived Value ◽  
Theory And Practice ◽  
Future Research ◽  
Marketing Theory ◽  
Content Type ◽  
Value Perceptions ◽  
Signaling Effect ◽  
Client Firm ◽  
Marketing Accountability

PurposeMarketing accountability is currently receiving increased attention from scholars and practitioners alike, with its usage mostly being linked to the improved position of marketing within the firm and to better firm performance. The purpose of this study is to assess whether a supplier’s marketing accountability also has an unobserved signaling effect on customer perceived value.Design/methodology/approachBased on a survey of advertising agency-client dyads, the authors develop and test a multilevel model that assesses the relationship between the supplier’s marketing accountability and perceived value of the client.FindingsEmpirical results indicate that marketing accountability of the agency is positively related to client-firm perceived value, that is marketing accountability also has a positive signaling effect on customers’ value perceptions.Originality/valueThis study provides novel insights on how perceptions of customer value are created in business relationships. More specifically, it highlights that marketing accountability of a supplier positively contributes to shaping clients’ value perceptions. Implications for marketing theory and practice, focused on the need for building, improving and sustaining marketing accountability within the firm and its relevance for value, are discussed and future research directions are identified.

Haunted by the past: transformations and daily challenges of China's prosthetics

2020 ◽  
Vol 10 (1) ◽  
pp. 115-124
Author(s):  
Chunchun Wang
Keyword(s):  
Design Methodology ◽  
Cross Cultural ◽  
Future Research ◽  
Institutional Pressures ◽  
Rehabilitation Center ◽  
Content Type ◽  
The Past ◽  
Daily Experiences ◽  
History Of ◽  
Depth Interviews

PurposeThe purpose of this paper is to examine the transformations of prosthetic practices in China, as well as the daily experiences and dilemmas arising from the everchanging practices since 1949. On the basis of materials, this paper explores an everyday perspective to review the history of technology.Design/methodology/approachEthnography was collected with the application of participant observations, informal interviews and in-depth interviews during a 13-months study at a rehabilitation center in Chengdu, China. The literature on prosthetic manufacturing was also reviewed for this paper.FindingsChina's prosthetic technology seems to evolve from traditional to modern. However, this progressive narrative – innovation-based timeline (Edgerton, 2006, xi) – has been challenged by daily practices. Due to institutional pressures, prosthetists are in a dilemma of selectively using their knowledge to create one kind of device for all prosthesis users with a certain kind of disability, thereby regulating the physical and social experiences of prosthesis users. Besides, prosthesis users are accustomed to prostheses made with old techniques, and must correct themselves from old experiences to the daily practices recognized by the selected techniques.Originality/valueThis paper provides a cross-cultural case to reexamine Edgerton's criticism of the progressive and orderly innovation-centric technological narrative. More importantly, it reviews the history and practices of China's prosthetics from daily experiences rather than Edgerton's concentration on technology; therefore, it provides an everyday perspective for future research on technological transformations.

Internet marketing research in hospitality and tourism: a review and journal preferences

2015 ◽  
Vol 27 (7) ◽  
pp. 1556-1572 ◽  
Author(s):  
Xi Yu Leung ◽  
Lan Xue ◽  
Billy Bai
Keyword(s):  
Literature Review ◽  
Correspondence Analysis ◽  
Marketing Research ◽  
Internet Marketing ◽  
Future Research ◽  
Research Topics ◽  
Content Type ◽  
Customer Perspective ◽  
Hospitality And Tourism ◽  
Hospitality Managers

Purpose – The purpose of this study is to provide a progress review of published Internet marketing research within the top eight hospitality and tourism journals and to provide suggestions on future research directions. Design/methodology/approach – The study collected 331 Internet marketing-related articles published in the top eight hospitality and tourism journals during the period of 1996-2013. Using content analysis, the study analyzed and discussed research topics, research methods and industry sectors of selected articles. The study period was broken into three sub-periods and used correspondence analysis (CA) to examine the significant changes of topical areas over time. A follow-up CA was conducted to compare the topical and methodological preferences of the selected eight journals. Findings – In all, 5-category and 27-subcategory classifications of research topics were identified in the study. The two-dimensional perceptual map indicates that Internet marketing research in the hospitality and tourism fields experienced introduction, growth and maturity stages. The research focus changed from business perspective to customer perspective and then to both business and customer perspectives. The eight top hospitality and tourism journals were grouped into four journal sets that share similar article characteristics and preferences. Research limitations/implications – Due to the sample size, the classifications and trends generated in this study may not be generalized to all Internet marketing research in hospitality and tourism disciplines. The process of identifying topic and method categories might be biased, especially in identifying new topics. Future research may apply CA method in literature review studies on other research topics. Practical implications – The study analyzed published research in Internet marketing in the hospitality and tourism fields and provided topical and methodological recommendations to academia for future research. This study may also give hospitality managers new insights into Internet marketing applications in the industry. Originality/value – This study is one of the few attempts to provide a comprehensive review of Internet marketing research in the hospitality and tourism fields. This study uses CA in literature review study, opening up a new way to easily analyze and visually display the literature trends. This study also creatively compared the publication preferences among eight top-tier hospitality and tourism journals using correspondence analysis.

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