Marketing

 

Recent Submissions

  • Teeroovengadum, Viraiyan; Nunkoo, Robin; Grönroos, Christian; Kamalanabhan, T.J.; Keshwar Seebaluck, Ashley (2019-10-14)
    Purpose The purpose of this study is to validate the higher education service quality (HESQUAL) scale using a confirmatory approach and test an improved structural model that predicts student loyalty from image, perceived value, satisfaction and service quality. In addition to validating the HESQUAL scale using a confirmatory approach, two other main limitations in the extant literature are addressed. Design/methodology/approach The model is tested using data collected from 501 students enrolled in different higher education institutions in Mauritius. A two-stage approach to structural equation modeling is used whereby the measurement model is first tested using confirmatory factor analysis and followed by the assessment of the structural model. Findings Importantly, results indicate that student satisfaction is influenced by technical service quality, image and perceived value, but not by functional service quality. Both dimensions of service quality however are significant predictors of image and perceived value. The study uses a comprehensive measure of service quality and demonstrates that it is worthwhile to consider functional service quality as higher-order model and clearly distinguish between functional and technical quality, as both the technical and functional aspects play an important role in shaping students’ perceptions and behaviors. Originality/value First, in the existing literature, service quality has not been considered as a second-order factor model in structural models of student satisfaction and loyalty, thus lacking either precision or parsimony. Second, the transformative quality aspect of higher education has been largely neglected in previous research testing such predictive models. The model delineates service quality into the functional and transformative (technical) aspects and treats functional service quality as a second-order factor comprising nine sub-dimensions.
  • Davey, Janet; Grönroos, Christian (2019-07-29)
    Purpose Although health-care features prominently in transformative service research, there is little to guide service providers on how to improve well-being and social change transformations. This paper aims to explore actor-level interactions in transformative services, proposing that actors’ complementary health service literacy roles are fundamental to resource integration and joint value creation. Design/methodology/approach In-depth interviews with 46 primary health-care patients and 11 health-care service providers (HSPs) were conducted focusing on their subjective experiences of health literacy. An iterative hermeneutic approach was used to analyse the textual data linking it with existing theory. Findings Data analysis identified patients’ and HSPs’ health service literacy roles and corresponding role readiness dimensions. Four propositions are developed describing how these roles influence resource integration processes. Complementary service literacy roles enhance resource integration with outcomes of respect, trust, empowerment and loyalty. Competing service literacy roles lead to outcomes of discredit, frustration, resistance and exit through unsuccessful resource integration. Originality/value Health service literacy roles – linked to actor agency, institutional norms and service processes – provide a nuanced approach to understanding the tensions between patient empowerment trends and service professionals’ desire for recognition of their expertise over patient care. Specifically, the authors extend Frow et al.’s (2016) list of co-creation practices with practices that complement actors’ service literacy and role readiness. Based on a service perspective, the authors encourage transformative service researchers, service professionals and health service system designers, to recognize complementary health service literacy roles as an opportunity to support patients’ resources and facilitate value co-creation.
  • Heaslip, Graham; Stuns, Karl-Kristian (2019-08-08)
    Purpose The purpose of this paper is to evaluate the effectiveness of humanitarian logistics training for the Finnish Red Cross (FRC) Emergency Response Unit (ERU) delegates, and the factors that influence its success. The managerial purpose of this research is to support the FRC in improving their Logistics ERU Foundation training. Additionally, this research provides humanitarian organisations, engaged in emergency response efforts, insights for logistics training design. Design/methodology/approach This is a case study examining the FRC, with qualitative data being collected in a field study, utilising participant observation and in-context interview techniques for rich data collection. Findings This research evaluated the effectiveness of the Logistics ERU Foundation training of the FRC by adapting the four-level training evaluation model by Kirkpatrick and transfer of training theories. The research has contributed to Gralla et al.’s (2015) call for further research in evaluating what people learn from humanitarian logistics trainings and in documenting and sharing experiences with specific training programs. Practical implications The conceptual framework serves as a basis for exploratory qualitative investigation of training transfer, from the perspectives of trainees, facilitators and human resource personnel. Originality/value This research contributes to the humanitarian community by identifying gaps in Red Cross Logistics ERU training and to the development of curricula content relating to Red Cross logistics response phase operations. Additionally, this gives other humanitarian organisations, operating in the response phase of natural disasters, insights for logistics training design.
  • Nyström, Anna-Greta; Mickelsson, Karl-Jacob (2019-05-20)
    Purpose Previous research on advertising in digital contexts has emphasized its persuasive and information processing roles for the customer. This paper aims to problematize this point of view and argues that the converged and interactive nature of digital media makes all advertising content into potential points of engagement in a digital media journey. Design/methodology/approach The paper is conceptual in nature and applies service logic (SL) and customer engagement to reconceptualize digital advertising and selling. Findings The authors present digital advertisements and digital media content as elements that contribute to a digital media journey, which ideally leads to a purchase. Advertising content is regarded as a resource used by consumers in their underlying value-creating processes. Thus, the digital advertising process is conceptualized as a customer-driven process of engaging with digital media content, where a purchase is incorporated in (and naturally follows from) the theme of engagement. Research limitations/implications The paper introduces the concept of contextually embedded selling, which refers to a process where digital advertising content is thematically congruent with the surrounding editorial content, so that both contribute to the same consumer journey. Otherwise, consumers experience a contextual jump – a disconnect in theme, place or time during the consumer’s process of engagement with the digital content. Originality/value The paper contributes to advertising theory on advertising, engagement and the emerging research on consumer journey design by presenting an approach based on SL, namely, contextually embedded digital selling.
  • Kauppinen-Räisänen, Hannele; Gummerus, Johanna; von Koskull, Catharina; Christini, Helene (2019-06-28)
    Purpose The aim of this study was to explore what luxury represents to contemporary consumers in their own life contexts. Design/methodology/approach A mixed-method qualitative approach was adopted that comprised individual, personal interviews and focused interviews with small groups. Findings The study contributes to the field of luxury research by (1) highlighting consumers’ interpretations of luxury as highly subjective, relative and contextual; (2) showing that according to consumers, luxury relates to both consumption and non-consumption contexts; (3) illustrating the value of luxury as a multidimensional construct in both contexts; and (4) demonstrating how luxury may relate to a consumer’s desire to be meaningful and genuine, thereby generating prudential value. In these cases, luxury is closely linked to consumers’ perceptions of meaningfulness and well-being. Practical implications For marketing managers, the findings suggest that the wave of new luxury – seeking meaningfulness – may serve as a novel means of branding. Originality/value This study demonstrates that the significance of the concept of luxury transcends commercial settings and offerings, i.e., the brand, product or service. The findings show that luxury may also be generated in non-commercial contexts and specific activities (e.g., running, gardening). Based on these findings, it is proposed that luxury in non-commercial settings is characteristic of the new wave of luxury; and that in such settings, luxury may contribute to personal well-being, thereby generating prudential value.
  • Wies, Simone; Hoffmann, Arvid Oskar Ivar; Aspara, Jaakko; Pennings, Joost M.E. (2019-05-02)
    Shareholder complaints put pressure on publicly listed firms, yet firms rarely directly address the actual issues raised in these complaints. The authors examine whether firms respond in an alternative way by altering advertising investments in an effort to ward off the financial damage associated with shareholder complaints. By analyzing a unique data set of shareholder complaints submitted to S&P 1500 firms between 2001 and 2016, supplemented with qualitative interviews of executives of publicly listed firms, the authors document that firms increase advertising investments following shareholder complaints and that such an advertising investment response mitigates a postcomplaint decline in firm value. Furthermore, results suggest that firms are more likely to increase advertising investments when shareholder complaints are submitted by institutional investors, pertain to nonfinancial concerns, and relate to topics that receive high media attention. The findings provide new insights on how firms address stock market adversities with advertising investments and inform managers about the effectiveness of such a response.
  • Piotrowicz, Wojciech (2019-01)
    Article discusses concept of Omnichannel retail and its impact on logistics.
  • Bragge, Johanna; Kauppi, Katri; Ahola, Tuomas; Aminoff, Anna; Kaipia, Riikka; Tanskanen, Kari (2019-01-09)
    In the current hyper-competitive economy, it is increasingly important to understand how firms can and should access and leverage external resources, such as customer knowledge or supply-chain partners' capabilities. In this paper, we report the results of bibliometric analyses on external resource management (ERM) research in nine representative journals, and elaborate the underlying patterns and dynamics in this relatively young research area. A total of 1290 articles ranging from year 2000 to 2015 were analyzed with text-mining and visualization methods. We found that the annual number of ERM publications is steadily increasing, and identified and described four distinct research clusters focusing on integration & operational effectiveness, innovation & value creation, inter-organizational relationships, and knowledge transfer & learning. The identification of research clusters and key works and authors in this multidisciplinary research field can assist future research in better positioning their studies and finding the key references across disciplinary silos.
  • Gummerus, Johanna; Lipkin, Michaela Marie-Louise; Dube, Apramey; Heinonen, Kristina (2019-02-11)
    Purpose This study aims to introduce and characterize a specific form of self-service technology (SST), customer self-service devices (SSDs), as well as propose and apply a classification scheme of SSDs to encourage future research on such SSTs. Design/methodology/approach The paper is based on conceptual development of customer SSDs and exploratory qualitative insight from representatives of companies offering various types of SSDs. Findings This paper introduces SSDs as customer-possessed and controlled smart service devices aiming to solve problems from the customer’s perspective, often within completely new, customer-defined service processes and ecosystems. SSDs are not confined to the company-controlled service environment, and customers may thus use them wherever and whenever they so wish. The study characterizes SSDs based on service and customer use features, as well as on the subject of the service act (self/other vs belongings) and nature of service act (monitoring vs acting). Research limitations/implications This study is limited to conceptual exploration with qualitative insights from six companies. Future research is needed to empirically study different SSDs by using both qualitative and quantitative approaches in various settings. Originality/value The paper conceptualizes SSDs as an extension to the traditional SST framework. It contributes to the understanding of how personal handheld devices can contribute to customer experiences. It provides research directions to stimulate further research in SSTs.
  • Aspara, Jaakko; Wittkowski, Kristina (2019)
    With sharing economy and access-based consumption, consumers increasingly access goods through social access modes other than private ownership—such as co-ownership, leasing, or borrowing. Prior research focuses on consumers’ attitudinal motivations and consumption-cultural use experiences pertaining to such social exchange–based access modes. In so doing, prior research has overlooked the influence that consumers’ fundamental, even biologically shaped, cognitive traits may have on their choice of access modes. To fill this research gap, this study analyzes a data set of more than 30,000 new car registrations by male consumers in Finland, including cognitive test data from the Finnish Defense Forces and covariates from other governmental sources. The field data suggests that consumers’ intelligence scores and their choice to co-own and lease their cars are positively associated. Econometric evidence further suggests that the association between intelligence and choice of social exchange–based access modes can be explained by intelligent consumers’ higher social trust in people and institutions, as well as two circumstantial mechanisms: their financial standing and tendency to seek savings. The findings from the field data are supported by an additional survey study (n = 460). Implications for the evolution of markets and consumption, as well as human intelligence and cooperation, are discussed.
  • Kovacs, Gyöngyi; Moshtari, Mohammad (2019-07-16)
    Given the substantial costs of natural and man-made disasters (i.e., mortality, morbidity, and financial losses), scholars in operations management and operations research have conducted extensive research in the last decade in a humanitarian setting. A total of 43 studies that reviewed papers on disaster management and humanitarian operation and pointed out the research gaps in this field of study were published from 2006 to 2018. To enhance the rigor and relevance of future studies, this paper focuses on the methodological aspect of studies on humanitarian operations. The study highlights a set of vital items that should be considered when conducting research in a humanitarian setting: including the problem structuring, understanding the contextual factors in a humanitarian setting, acknowledging the uncertainties in humanitarian operations, incorporating uncertainty in the model, enabling technologies in model development and implementation, and selecting appropriate data and research methods. In addition, this study suggests a meta-process for research on humanitarian operations to target a higher level of research quality in this setting. The implications of the study for authors and reviewers of manuscripts and research proposals are discussed in the last section of the paper.
  • Harpring, Russell Edward; Deck, Stacy M.; Barber, Rod (2011-11-23)
  • Annala, Linda; Polsa, Pia; Kovacs, Gyöngyi (2019)
    Purpose The institutional logic in developing countries is changing from aid toward trade, having implications for institutionally embedded supply chains (SCs) and their members. The purpose of this study is to investigate the transition from aid toward trade through a theoretical lens of institutional logics and the implications of changing logics for SC members and designs. Design/methodology/approach This is a large-scale qualitative study of the SCs of maintenance and repair operations (MRO) of water points. Empirical data were collected via 53 semi-structured interviews, observations, including photographs, and field notes from several echelons of MRO SCs in ten different Ethiopian districts. Findings In spite of the same underlying tenet of a unidirectional trajectory toward a business logic, the study shows that the co-existence or constellation of different institutional logics resulted in diverse practices that impacted SC design. Research limitations/implications The research was carried out in the MRO SC at a time of changing institutional logics, thereby being able to study their transition or constellation of logics. Practical implications The research has implications for policymakers and development practitioners: when designing and implementing rural water supply programs, the presence of co-existing logics and the lack of uniform SC designs should not be viewed as a hindrance. In fact, the study showed how constellations of logics can provide ways through which water points continue functioning and providing clean drinking water to the communities. Originality/value Few studies so far have focused on institutional logics and their implications for SC design.
  • Ekwall, Daniel; Lantz, Björn (Turku School of Economics, 2018)
    Abstract This report examines patterns of reported cargo thefts at maritime transport facilities in Europe, the Middle East, and Africa (EMEA) with respect to frequency, incident category, modus operandi, and targeted product category. The analysis is based on data obtained from the Incident Information Service (IIS), a database of transport-related crimes from the Transported Asset Protection Association (TAPA) in the EMEA region. The results are analysed and discussed within a frame of reference based on supply chain risk management and criminology theories. We find that maritime transport facilities constitute a rare target location for cargo thieves, as only 102 of more than 24,500 incidents (0.4%) in the IIS database occur there. Nevertheless, some conclusions can be made. First, there seems to be seasonality in day of the week, but probably not in month of the year. Second, violent and fraudulent modi operandi of theft at maritime transport facilities are about as common as in the whole data set. Thus, it could be conjectured that the impact from violent and fraudulent incidents is several times higher than the most common types of incident category or modus operandi, although this is unsupported in this study. The product categories signal that there is big variation in value in stolen goods. Third, it is possible that potential perpetrators consider security levels at maritime transport facilities to be higher, leading to fewer theft attempts. This study is limited by the content of and classifications within the TAPA EMEA IIS database.
  • Torstensson, Håkan; Ekwall, Daniel (Turku School of Economics, 2018)
    This report provides an overview of international rules and regulations related to ports, specifically security and safety in port facilities. There are four essential documents regarding safety and security in ports, two by the International Maritime Organization, IMO, and two by the European Union, EU. However, as a port is the interface between land transport and maritime transport it therefore must implement and be aware of rule-making for both sectors, in addition to port-specific acts and regulations. For the maritime side, the conventions and codes by the IMO are essential, while for the land transport side, several recommendations and agreements are implemented by the European Commission as, primarily, regulations and directives. Occupational safety and health for the maritime part are comprehensively treated in the Maritime Labour Convention by ILO. These documents and additional legislation are also implemented by EU regulations and directives. The essential EU documents are categorized and listed under five main headings, port security, occupational safety and health, maritime safety, other modes of transport and cybersecurity. Due to the complexity of the legislative field, the report can only be used as an introduction and guidance to essential regulatory measures for ports. For full compliance, the specific convention, code, regulation, directive, etc. must be read in full and applicable amendments, local bylaws, instructions, etc. taken into account.
  • Hassan, Sandy; Creazza, Alessandro; Shaw, Sarah; Grant, David B. (CILT UK - The Chartered Institute of Logistics and Transport in the UK, 2018-09-07)
  • Philipp, Bernd; Grant, David B. (CILT UK - The Chartered Institute of Logistics and Transport in the UK, 2018-09-07)
  • Rantanen, Jonatan; Grant, David B.; Piotrowicz, Wojciech (2017)
    This paper explores how a cooperative approach to supply chain management enhances supply chain performance under fluctuating demand and uncertainty in the grocery retail sector. The exploratory and qualitative empirical study com-prises a two-echelon case study of a Finnish grocery retail supply chain focussing on a grocery wholesaler and its tier 1, small retail customers. Interviews were conducted with key respondents at both echelon levels and it was found that cooperation can be a useful and successful technique to reduce costs and improve supply chain performance in a volatile and uncertain demand context. A list of enablers and barriers for supply chain cooperation were developed to guide practitioners and there is a brief discussion of this study ’s implications for Poland.
  • Kumar Paras, Manoj; Wang, Lichuan; Chen, Yan; Curteza, Antonela; Pal, Rudrajeet; Ekwall, Daniel (2018-08-24)
    The scarcity of natural resources and the problem of pollution have initiated the need for extending the life and use of existing products. The concept of the reverse supply chain provides an opportunity to recover value from discarded products. The potential for recovery and the improvement of value in the reverse supply chain of apparel has been barely studied. In this research, a novel modularized redesign model is developed and applied to the garment redesign process. The concept of modularization is used to extract parts from the end-of-use or end-of-life of products. The extracted parts are reassembled or reconstructed with the help of a proposed group genetic algorithm by using domain and industry-specific knowledge. Design fitness is calculated to achieve the optimal redesign. Subsequently, the practical relevance of the model is investigated with the help of an industrial case in Sweden. The case study finding reveals that the proposed method and model to calculate the design fitness could simplify the redesign process. The design fitness calculation is illustrated with the example of a polo t-shirt. The redesigned system-based modularization is in accordance with the practical situations because of its flexibility and viability to formulate redesign decisions. The grouping genetic algorithm could enable fast redesign decisions for designers.
  • Heaslip, Graham; Kovacs, Gyöngyi; Grant, David B. (2018)
    Purpose The purpose of this paper is to present a literature review and conceptual consideration of servitization in humanitarian logistics (HL) and provide a research agenda for HL scholars and insight for practitioners and by doing so will fill a gap in existing research and practice. Design/methodology/approach The paper uses a literature-based approach that extends concepts usually applied in a commercial context to the area of HL. Findings The paper initiates a discourse on the importance of taking into account servitization in developing and managing effective emergency relief chains. This paper argues that a broader servitization paradigm needs to be integrated for international humanitarian organisations (IHOs) to maintain a competitive advantage. Originality/value The authors investigate servitization as a management innovation in IHOs and plot a research agenda for scholars.

View more