Marketing

 

Recent Submissions

  • Sthapit, Erose; Björk, Peter; Coudounaris, Dafnis N.; Stone, Matthew J. (2021-07-19)
    Purpose This qualitative study aims to explore the activities that guests perform while staying in Airbnbs, emotions associated with these experiences and the components of memorable Airbnb experiences. Design/methodology/approach An empirical study of a qualitative nature was conducted using a self-administered open-ended questionnaire among tourists who had stayed in an Airbnb in the past three years. Data were collected using two different sources for triangulation purposes, referred to as Studies 1 and 2. Findings Many respondents reported conducting similar activities while at home and while staying in an Airbnb, supporting Burch’s (1969) spill-over theory. Travellers mostly recalled mundane activities, such as cooking. The results suggest that the spill-over effect is more prevalent in the Airbnb context than in other accommodation types, as one often travels from one’s own home to another’s home. Respondents associated their Airbnb experience with the positive emotion of joy. Respondents mentioned numerous reasons for having felt joy during their Airbnb experiences, such as sharing the trip with travel companions and spending time with friends. Practical implications Airbnb should clearly define host’s tasks and responsibilities, hosts should treat guests in a friendly manner, which includes resolving any problems they face in relation to the rental property. Originality/value This paper proposes a new conceptual framework for a memorable Airbnb experience, which comprises several components: socialising and bonding with friends and family members, location, the host’s hospitality, a homely feeling, home amenities and negative experiences (the poor condition of the room and a dishonest host).
  • Davtyan, Robert; Piotrowicz, Wojciech (2021-09-08)
    This paper explores opportunities for utilising cleantech in framing research on sustainability-oriented innovations in public procurement. Research objectives include a critical examination of whether cleantech is a distinct sector through a systematic literature review and synthesis of findings with public procurement research. The final analysis involved 31 peer reviewed academic papers along with additional publications obtained with the snowball-approach. The results suggest that cleantech could be used to analyse sustainability related research in the public procurement context. Cleantech is also helpful in enhancing research on public procurement of innovations and addressing societal benefits through local development. Findings unveil new opportunities in investigating better access of smes to public contracts through intermediaries, networks, and public-private partnerships. This paper is the first academic paper to analyse academic cleantech literature and link cleantech and public procurement fields. Such an approach is helpful in framing sustainability in public procurement research and stresses new ways of involving smes in public contracts.
  • Paciarotti, Claudia; Piotrowicz, Wojciech; Fenton, George (2021-07-19)
    Purpose: The paper is focused on standards in humanitarian logistics and supply chain. Standards, implemented between organisations, allow improving the interoperability of humanitarian operations. The paper aims (1) to review a state-of-the-art approach to the topic by the academic community, (2) to evaluate the current use of standards among humanitarian organisations and (3) to investigate the perceived need for further and specific standards. Design/methodology/approach:To achieve the aims, the literature was reviewed; then a survey on 227 professionals from the humanitarian logistics sector was conducted. Findings: Based on 227 responses, it is possible to conclude that most surveyed professionals recognise the need for and the importance of standardisation in humanitarian logistics, especially in areas such as procurement, distribution, medical logistics and logistics planning, which were perceived as critical areas that require standardisation. Research limitations/implications: Practitioners and scholars were targeted via social media, through mailing lists and via communication from the practitioner organisation – the Humanitarian Logistics Association (HLA). While it provided good access to different groups of respondents, the response rate is not possible to calculate. Practical implications: The findings confirm the high importance of standardisation, indicating areas and functions that should be standardised first. Standardisation may improve cooperation between different humanitarian actors, allowing better service provision for beneficiaries. Thus there are also potential negative impacts, i.e. impact on localisation, which should be overcome. Social implications: Results do not have a direct social impact; however, they stimulate research and work among practitioners on standardisation, which in turn could improve cooperation between humanitarian actors, thereby enabling a better humanitarian response in emergencies. Originality/value: The majority of papers on standardisation use a qualitative approach. This paper applies a survey among a large network of humanitarian practitioners, capturing their view on the topic and perception of the need for standardisation. The work is descriptive; however, it could be used as a base for further studies related to humanitarian standards.
  • Maghsoudi, Amin; Harpring, Russell; Piotrowicz, Wojciech; Heaslip, Graham (2021-10-25)
    This study reviews research on cash and voucher assistance (CVA) by applying a humanitarian supply chain management perspective. A systematic literature review was conducted to identify, analyse, and synthesize past academic research. The Content-Context-Process framework was used to structure the content analysis. The findings reveal that the outcomes of CVA programmes are dependent upon critical context-specific factors which influence feasibility and operability. Humanitarian actors must consider factors that are external to the supply chain (i.e., the nature of disaster, politics, economy, and infrastructure) as well as internal to the supply network (i.e., local market availability and accessibility, supplier/donor interest, supplier/vendor selection and contracting, and beneficiary preference). The delivery process is influenced by these factors, which has an impact on programme responsiveness and cost-efficiency. The results provide insights for humanitarian practitioners to reconsider their supply chain strategies when deciding on the selection and implementation of CVA programmes. Potential gaps in the literature are identified, and ecommendations for further research are listed.
  • Norrgrann, Anu; Syrjälä, Henna (2020)
  • Paluch, Stefanie; Tuzovic, Sven; Holz, Heiko F.; Kies, Alexander; Jörling, Moritz (2021-11-17)
    Purpose As service robots increasingly interact with customers at the service encounter, they will inevitably become an integral part of employee's work environment. This research investigates frontline employee's perceptions of collaborative service robots (CSR) and introduces a new framework, willingness to collaborate (WTC), to better understand employee–robot interactions in the workplace. Design/methodology/approach Drawing on appraisal theory, this study employed an exploratory research approach to investigate frontline employees' cognitive appraisal of service robots and their WTC with their nonhuman counterparts in service contexts. Data collection consisted of 36 qualitative problem-centered interviews. Following an iterative thematic analysis, the authors introduce a research framework of frontline employees' WTC with service robots. Findings First, this study demonstrates that the interaction between frontline employees and service robots is a multistage appraisal process based on adoption-related perceptions. Second, it identifies important attributes across three categories (employee, robot and job attributes) that provide a foundation to understand the appraisal of CSRs. Third, it presents four employee personas (supporter, embracer, resister and saboteur) that provide a differentiated perspective of how service employee–robot collaboration may differ. Practical implications The article identifies important factors that enable and restrict frontline service employees' (FSEs’) WTC with robots. Originality/value This is the first paper that investigates the appraisal of CSRs from the perspective of frontline employees. The research contributes to the limited research on human–robot collaboration and expands existing technology acceptance models that fall short to explain post-adoptive coping behavior of service employees in response to service robots in the workplace.
  • Heyns, Andries; Banick, Robert; Regmi, Suraj (The World Bank, 2021)
    Existing methods of prioritizing rural roads for construction in hilly and mountainous settings require expensive data collection or major simplifications of ground conditions. Traditional social surplus based-methods favor economic and political decision criteria over social criteria, despite evidence of the latter’s importance, and struggle to scale beyond major roads to feeder roads, forcing local governments with limited capacity to adopt ad-hoc alternative criteria. Using roads proposed for construction in Nepal’s remote Karnali province, this paper develops a scalable method to prioritize these roads for inclusion in construction plans with the aim of optimizing potential accessibility improvements to specified services in dry and monsoon seasons—within Karnali’s infrastructure budget constraints. Road-specific improvements in accessibility to services are measured by estimating accessibility changes resulting from each proposed road within a multimodal accessibility model. In this paper, walking across Karnali’s mountainous, high-elevation terrain is incorporated as a primary modality—a rarity in related accessibility literature. These improvements are implemented within heuristic and integer-linear programming optimization models. Optimization-determined solutions were calculated within a day, and substantially outperformed the actual roads selected by Karnali’s provincial government in terms of accessibility, efficiency, and political economy.
  • Kovacs, Gyöngyi (2021)
    Coronavacciner har uppfunnits otroligt snabbt, och det ger hopp för epidemihantering. Men produktionen och distributionen ligger efter. Syftet med denna artikel är att ge en inblick i vaccinleveranskedjor och redovisa olika verktyg som kan användas för att försnabba vaccineringsprogrammen.
  • Sthapit, Erose; Björk, Peter; Piramanayagam, Senthilkumaran (2021-08-09)
    Purpose: This study aims to explore non-Muslim tourists’ general halal food preferences, motivations for tasting halal food during their recent trips, positive and negative emotions and memorable dimensions associated with their recent halal food experiences after returning from holiday. Design/methodology/approach: Data were collected using the authors’ personal networks and Amazon Mechanical Turk (MTurk) using a questionnaire. An email containing a link to the questionnaire was sent to the authors’ personal networks and posted on MTurk in January 2021. Findings: Of the 311 non-Muslim respondents, more than half considered themselves as food neophiliacs and considered halal food experiences as imperative whilst travelling. However, tasting halal food was not a major travel motivation. Novelty and taste were the two main motivations for tasting halal food whilst at a tourism destination. Emotions elicited by halal food experiences focussed on “joy” and “love”. The proposed conceptual framework for memorable halal food experiences comprises several dimensions: taste, spending time with family and friends, novelty, quality and safety, hospitality, ambience (setting/servicescape) and experiencing others’ culture through food. Originality/value: This is one of the first studies to explore non-Muslim tourists’ motives, emotions and memorable dimensions of halal food experiences.
  • Tuomala, Virva; Grant, David B. (2021-10-20)
    Purpose Access to food through retail supply chain distribution can vary significantly among the urban poor and leads to household food insecurity. The paper explores this sustainable supply chain phenomenon through a field study among South Africa's urban poor. Design/methodology/approach Urban metabolic flows is the theoretical basis in the context of supply chain management (SCM). The field study comprised 59 semi-structured interviews in one South African township. Data were recorded, transcribed and translated, and coded using NVivo 12 to provide an inventory of eight themes categorized and patterned from the analysis. Findings Findings indicate societal factors play a significant role affecting food distribution, access and security from a spatial perspective of retail outlet locations and a nutritional standpoint regarding quality and quantity of food. Research limitations/implications The study is exploratory in one township, and while rigorously conducted, the generalizability of findings is limited to this context. Practical implications The study practically contributes by providing guidance for food retailers and policymakers to include nutritional guidelines in their distribution planning, as well as the dynamics of diverse neighbourhoods that exist in modern urban contexts. Social implications New forms of retail food distribution can provide better security and access to food for the urban poor, contributing to Sustainable Development Goals (SDGs) 2 Zero Hunger and 11 Liveable Cities. Originality/value The study is interdisciplinary and contributes by linking UN SDGs and SCM through urban metabolic flows from development studies as an overarching framework to enable analysis of relationships between physical, social and economic factors in the urban environment.
  • Movarrei, Reza; Rezaee Vessal, Sara; Rezaee Vessal, Saeedeh; Aspara, Jaakko (2021-12-20)
    Purpose In the COVID-19 pandemic, consumers increasingly opt for, or are forced to, use home delivery services. The authors study retailers' decisions regarding “delivery mode”, which is about outsourcing (vs. insourcing) the delivery service to a traditional delivery company or an unbranded carrier and its effects on consumers' perceived overall quality, perceived hygienic quality, and subsequently, willingness to stay with the firm beyond the pandemic. Design/methodology/approach A pre-test, an experiment and a post-test were conducted with participants from the UK (Total N = 380). Findings The results of this study show that (1) in a pandemic, perceived hygienic quality overshadows perceived service quality as a key determinant of consumers' choices, and (2) while consumers have a relatively negative view of the hygienic level of unbranded carriers, they do not differentiate between traditional delivery carriers and retailer-branded carriers. Thus, they are equally interested in using the services of the latter ones. Originality/value This study shows that during a health crisis, consumers change their hierarchy of motivations to reflect the new protection motivations. The authors usher perceived hygienic quality as a variable that should be seriously considered as both a tactical and a strategic variable affecting the attractiveness of alternative home delivery methods and consumers' intentions to continue using them after the pandemic.
  • Allen, Samuel D.; Zhu, Qingyun; Sarkis, Joseph (2021-10-12)
    Sustainable supply chain management (SSCM) has been developed for decades as a solution for multi-level social and environmental improvement. Circular economy (CE) also has many perspectives and generally has been introduced for investigating sustainability at multiple levels. Organizations are informed and encouraged by management theories to build their supply chain strategies at the SSCM-CE nexus, including stakeholder theory, institutional theory, nature resource-based view, amongst others. As the scholarly and practical interests in SSCM and CE increase, there is a need to expand the current conceptual understanding and theoretical boundaries. Theory development for broader issues at the SSCM-CE nexus is limited, leaving managers, policy makers, civil society activists, and other stakeholders with insufficient grounding for important decisions and direction. In this paper, we explore some promising emerging theories which may provide additional conceptual lenses for SSCM and CE, inlcuding organizational learning, social innovation, and social learning. We develop a dynamic sustainable supply chain-circular economy management framework as a conceptual map over which theoretical boundaries from the existing and emergent theories are overlaid. Future research directions are also provided and discussed to conclude this paper.
  • Köhler, Susanne; Pizzol, Massimo; Sarkis, Joseph (2021-11-16)
    Blockchain technology has been promised as a solution to social and environmental issues in supply chains. The potential includes reduction of vulnerable party exploitation and avoiding environmentally harmful practices. Yet, it remains unclear how these potential improvements are created and whether blockchain can truly contribute. Therefore, this field study explores and identifies the mechanisms for blockchain technology to facilitate positive social and environmental impacts in supply chains. We applied an explorative qualitative research approach and interviewed blockchain technology implementers and practitioners that allowed a detailed analysis of this problem despite the scarcity of practice data. The results include the development of a middle-range theory that shows barriers and drivers of blockchain-based technologies in supply chains, introduces the concept of blockchain-enabled system, and outlines expected outcomes and impacts. We further identify four impact pathways that describe how blockchain-enabled system create positive impact: (voluntary) market mechanisms, plausibility checks, smart contracts and tokenisation, and peer-to-peer trust. The study contributes by providing insights into “how” blockchain-based technologies in supply chains can lead to social and environmental impacts. The study also furthers the discussion on blockchain technology's role in supply chain implementation and addresses the yet unresolved problem of measuring the impact of such blockchain-enabled systems.
  • Beltrami, Mirjam; Orzes, Guido; Sarkis, Joseph; Sartor, Marco (2021-08)
    Both Industry 4.0 and sustainability have gained momentum in the academic, managerial and policy debate. Despite the relevance of the topics, the relation between Industry 4.0 and sustainability – revealed by many authors – is still unclear; literature is fragmented. This paper seeks to overcome this limit by developing a systematic literature review of 117 peer-reviewed journal articles. After descriptive and content analyses, the work presents a conceptualization and theoretical framework. The paper contributes to both theory and practice by advancing current understanding of Industry 4.0 and sustainability, especially the impact of Industry 4.0 technologies on sustainability practices and performance.
  • Björk, Peter; Prebensen, Nina; Räikkönen, Juulia; Sundbo, John (2021-12-12)
    During the past decades, tourism experience research has become a topical theme among Nordic researchers and in international tourism literature. This review provides an overview of the main themes of Nordic experience research, addresses the antecedents of tourism experiences, namely tourists’ emotional and interest regimes, and tourism experience outcomes, namely the value of tourism. Furthermore, the focus is placed on nature-based and gastronomy tourism, which seem to form the main fields of Nordic tourism experience research. Finally, thematic avenues are identified to keep Nordic experience researchers on the frontlines of future experience research challenged by global disruptors such as climate change and the COVID-19 pandemic.
  • Söderlund, Magnus (2021-12-17)
    Purpose: This study aims to examine humans’ reactions to service robots’ display of warmth in robot-to-robot interactions – a setting in which humans’ impressions of a service robot will not only be based on what this robot does in relation to humans, but also on what it does to other robots. Design/methodology/approach: Service robot display of warmth was manipulated in an experimental setting in such a way that a service robot A expressed low versus high levels of warmth in relation to another service robot B. Findings: The results indicate that a high level of warmth expressed by robot A vis-à-vis robot B boosted humans’ overall evaluations of A, and that this influence was mediated by the perceived humanness and the perceived happiness of A. Originality/value: Numerous studies have examined humans’ reactions when they interact with a service robot or other synthetic agents that provide service. Future service encounters, however, will comprise also multi-robot systems, which means that there will be many opportunities for humans to be exposed to robot-to-robot interactions. Yet, this setting has hitherto rarely been examined in the service literature.
  • Odekerken-Schröder, Gaby; Mennens, Kars; Steins, Mark; Mahr, Dominik (2021-08-26)
    Purpose: Recent service studies suggest focusing on the service triad consisting of technology-customer-frontline employee (FLE). This study empirically investigates the role of service robots in this service triad, with the aim to understand the augmentation or substitution role of service robots in driving utilitarian and hedonic value and ultimately customer repatronage. Design/methodology/approach: In study 1, field data are collected from customers (n = 108) who interacted with a service robot and FLE in a fast casual dining restaurant. Structural equation modeling (SEM) is used to test hypotheses about the impact of service robots' anthropomorphism, social presence, value perceptions and augmentation opportunities in the service triad. In study 2, empirical data from a scenario-based experimental design (n = 361) complement the field study by further scrutinizing the interplay between the service robot and FLEs within the service triad. Findings: The study provides three important contributions. First, the authors provide empirical evidence for the interplay between different actors in the “customer-FLE-technology” service triad resulting in customer repatronage. Second, the empirical findings advance the service management literature by unraveling the relationship between anthropomorphism and social presence and their effect on perceived value in the service triad. And third, the study identifies utilitarian value of service robots as a driver of customer repatronage in fast casual dining restaurants. Practical implications: The results help service managers, service robot engineers and designers, and policy makers to better understand the implications of anthropomorphism, and how the utilitarian value of service robots can offer the potential for augmentation or substitution roles in the service triad. Originality/value: Building on existing conceptual and laboratory studies on service robots, this is one of the first field studies on the service triad consisting of service robots – customers – frontline employees. The empirical study on service triads provides evidence for the potential of FLEs to augment service robots that exhibit lower levels of functional performance to achieve customer repatronage. FLEs can do this by demonstrating a high willingness to help and having excellent interactions with customers. This finding advocates the joint service delivery by FLE – service robot teams in situations where service robot technology is not fully optimized.
  • Otterbring, Tobias; Wu, Freeman; Kristensson, Per (2021-05-29)
    Across a series of lab and field studies, with a total sample of over 1200 participants, we investigate how the physical proximity between salespeople and customers can impact store loyalty, purchase intentions, and actual spending. An initial survey among a representative sample of retail salespeople reveals that they associate close physical proximity between employees and customers with positive consumer outcomes, an intuition that dovetails with prior research documenting the positive influence of such proximity on purchase intentions, particularly in nonexpressive consumption contexts. Contrary to this work, we demonstrate, across four studies in which proximity was both measured and manipulated, that store loyalty, purchase intentions, and actual spending behavior are negatively impacted when consumers encounter a salesperson who is standing close by (vs. farther away), particularly in expressive consumption contexts. Psychological discomfort mediates this effect, such that consumers experience greater discomfort when a salesperson is standing close by, which in turn decreases spending. Importantly, this phenomenon is moderated by identity relevance, such that the negative influence of salesperson-customer proximity specifically emerges when consumers think about products in terms of their ability to express their identities. These findings carry important implications for retailers operating in expressive consumption contexts.
  • Grant, David B.; Banomyong, Ruth; Gibson, Brian J. (2021-10-04)
    This perspective paper considers the current state of retail and retail logistics and supply chain management to discuss what the future may hold for it through four important issues: changing consumer expectations, the impact of e-commerce, and the relationship with the natural environment all of which are influenced by the economic environment. These issues apply to retailing globally and have been exacerbated by events such as the global COVID-19 pandemic, and examples are provided from various retail markets to illustrate them. Retailers will need to think strategically how to adapt their business models to address these issues by recognising the needs of new consumer segments, focussing on niche service and products to avoid direct clashes with larger physical store and Internet retailers, embracing more fully opportunities in e-commerce, and ensuring their activities are sustainable economically, socially and ecologically.
  • Julagasigorn, Puthipong; Banomyong, Ruth; Grant, David B.; Varadejsatitwong, Paitoon (2021-11-17)
    Carpooling brings benefits to carpool participants and the environment and society. Literature has called for a better understanding of psychological factors encouraging people to carpool however current research does not provide an in-depth psychological understanding of carpooling behaviour. This paper provides a review of psychological factors motivating drivers and passengers to carpool and identifies psychological theories appropriate for carpooling research. The Theory of Planned Behaviour and Norm-Activation Model were used as a priori theoretical frameworks to undertake a systematic literature review to identify important factors and relevant theories. Eighteen psychological factors were identified and classified as either common for drivers and passengers or specific to each group. In addition to the a priori frameworks, Consumer Perceived Value, Social Capital, and Technology Acceptance Model are considered the most appropriate for carpooling research. A conceptual framework and six research propositions were developed. Further, eight additional directions for future research were suggested including employing a variety of data collection methods to ensure rigour; collecting more data from non-Western countries for contextual veracity; exploring and testing psychological factors more deeply; and investigating the impact of COVID-19 on carpooling decisions. This paper contributes to theory through the development of the conceptual framework and identifying research propositions and providing additional research directions. Practically, the identified factors can be considered by researchers, matching agencies, and policy-makers to better promote carpooling.

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