Birgit Leisen Pollack

Gaining Confidence and Competence through Experiential Assignments: An Exploration of Student Self-Efficacy and Spectrum of Inquiry

Producing students high in self-efficacy and competence are desirable outcomes of marketing programs. In this study, the authors investigate the potential of experiential assignments to instill these traits. Quantitative and qualitative data collected from students in the Consumer Behavior course revealed that, if properly designed, such exercises can produce both. To instill self-efficacy, students must clearly perceive the completed assignments to apply theory to business practice. To instill competence a combination of self-directed and instructor-directed learning elements are critical. Self- directed learning elements showed to foster greater inquiry depth, whereas other-directed learning elements seem to induce greater inquiry breadth. Suggestions for assessing self-efficacy and competence are presented.

Nomological validity of the Net Promoter Index question

Purpose – The purpose of this study is twofold. First, it aims to provide a review of the Net Promoter© Index (NPI), the evidence of its ability to predict financial performance, and the evidence of its superiority to other voice of customer metrics. Second, it seeks to investigate the nomological validity of the Net Promoter question. It aims to view the NP question as an alternative to the traditional word-of-mouth measure, which is one of the components of customer loyalty. The nomological validity of NP was evaluated in a model including customer satisfaction as an antecedent and repurchase intention as a consequence. Design/methodology/approach – The data for empirically addressing a set of hypotheses related to the nomological validity were collected via self-administered questionnaire. A total of 159 participants completed questions for banking services, 153 individuals completed questions for hairdresser/barber services, and 132 completed questions for cell phone services. The hypotheses were test...

Are Moderators of the Customer Satisfaction–Repurchase Intention Relationship Contingent on the Service Category? An Exploratory Investigation

This study posits that the presence of variables that moderate the relationship between customer satisfaction and repurchase intention is contingent on the service category. Two broad service categories are evaluated: discrete services offering experiential benefits and continuous services offering functional benefits. Switching costs and variety seeking are investigated as moderators. The data for empirically addressing the research hypotheses were collected from over 180 customers. The findings suggest that moderators are contingent on the service category. Switching costs was significant for continuous services with functional benefits, whereas variety seeking was significant for discrete services with experiential benefits.

Why Do Consumers Stay When Things Are Bad and Leave When Things Are Good

The study seeks to identify and classify motives for customers leaving when things are good and motives for staying when things are bad. Thus, this study identifies reasons for remaining in a business relationship when not satisfied. These motives are termed Capture Assistants. The study also identifies reasons for leaving a provider when satisfied. These motives are termed Escape Assistants. The critical incident technique was used to gain insights. A total of 219 incidents were classified. The results reveal that Capture Assistants hinder customers from leaving because they manifest themselves as fears of loss. Conversely, Escape Assistants motivate satisfied customers to leave because they promise gains. Managerial implications are outlined.

Satisfaction and Customer Loyalty Link: The Moderating Role of Service Locus of Control

This research investigates the moderating effect of service locus of control on the relationship between customer satisfaction and customer loyalty. Locus of control refers to the extent to which an individual believes they can control the outcome of the provided service. The data for testing a set of related hypotheses were collected from customers of three service industries. The findings provide support that beliefs in luck, a type of external locus of control, significantly alter the relationship between satisfaction and the loyalty behavior of repurchase intention. The direction of the moderating effect was found to vary with service industry.This research investigates the moderating effect of service locus of control on the relationship between customer satisfaction and customer loyalty. Locus of control refers to the extent to which an individual believes they can control the outcome of the provided service. The data for testing a set of related hypotheses were collected from customers of three service industries. The findings provide support that beliefs in luck, a type of external locus of control, significantly alter the relationship between satisfaction and the loyalty behavior of repurchase intention. The direction of the moderating effect was found to vary with service industry.

The Effects of Relationship Marketing Instruments on Loyalty

Abstract As service firms seek to build stronger customer relationships, in addition to providing quality service, they commonly adopt a variety of relationship marketing instruments. One such technique is customer terminology (i.e., calling the customer guest, family, or member). This research empirically examines the effects of using customer terminology on loyalty behaviors. A total of 273 subjects participated in an experimental study. The results underline the importance of providing excellent service. However, using customer terminology did not significantly affect loyalty. Thus, organizations that have adopted customer terminology as a relationship marketing instrument may not be realizing their expected gains.

Effects of exit barriers on word of mouth activities

Purpose The purpose of this study is to contrast the effects of four exit barriers on word of mouth activities. Monetary, service loss, social and convenience exit barriers are compared. The differential effects of these four barriers on the valence of word of mouth (positive, negative), the type of word of mouth recipient (weak tie, strong tie) and the motives (catharsis, company sabotage) for spreading word of mouth are studied. Design/methodology/approach The data for empirically addressing a set of hypotheses were collected from 185 consumers. The hypotheses were analyzed using ANOVA models along with post hoc tests. Findings The results suggest that the type of exit barrier matters. Exit barriers, with respect to word of mouth activities, seem to fall on a continuum. On one extreme, the most detrimental barriers are monetary hurdles, and on the other end, the least detrimental barriers are convenience hurdles. Monetary barriers are responsible for the most negative word of mouth and company sabotage. Social and convenience barriers lead to significantly less. Practical implications The implications for erecting exit barriers are discussed. In particular, the value of monetary barriers is questioned. The benefits of such involuntary customer retention methods may be offset by the sabotage they invite through negative word of mouth. Originality/value The paper provides insights into word of mouth activities of dissatisfied customers that are trapped by various exit barriers. The word of mouth activities investigated include valence, recipient type and motives. The study contrasts monetary, service loss, social and convenience exit barriers.

The Divergent “Loyalty” Behaviors of a Captive Consumer

ABSTRACTThis research investigates situations where consumers display divergent loyalty behaviors. Study I qualitatively identifies and classifies word-of-mouth spreading behaviors of captive loyalists. The results reveal that, despite repurchase behaviors, captive loyalists spread mostly negative word-of-mouth. Study II quantitatively investigates four separate loyalty behaviors of captive loyalists. The results confirm that these consumers are likely to stay when dissatisfied, and allocate a significant share of their wallet to the provider whilst spreading negative word-of-mouth. The simultaneous existence of opposing loyalty behaviors has significant implications for erecting switching barriers and for applying customer loyalty metrics.ABSTRACT This research investigates situations where consumers display divergent loyalty behaviors. Study I qualitatively identifies and classifies word-of-mouth spreading behaviors of captive loyalists. The results reveal that, despite repurchase behaviors, captive loyalists spread mostly negative word-of-mouth. Study II quantitatively investigates four separate loyalty behaviors of captive loyalists. The results confirm that these consumers are likely to stay when dissatisfied, and allocate a significant share of their wallet to the provider whilst spreading negative word-of-mouth. The simultaneous existence of opposing loyalty behaviors has significant implications for erecting switching barriers and for applying customer loyalty metrics.

The Linkages Between Customer Satisfaction and Four Loyalty Behaviors in the Presence of Moderators

This study investigates the effects of moderators on the relationship between customer satisfaction and four common loyalty behaviors: (1) repurchase intentions, (2) positive word-of-mouth, (3) negative word-of-mouth, and (4) share-of-wallet. This evaluation is performed across three service industries and for two moderators—switching costs and variety seeking. The former is thought to be most relevant at low satisfaction levels whereas the latter is thought to be most relevant at high satisfaction levels. Eight hypotheses are formulated and tested.

Assessing the Nomological Validity of the Net Promoter Index Question (NPI)

In his landmark HBR article “The One Number you Need to Grow” and bestselling book “The Ultimate Question”, Reichheld (2003, 2006) proclaims that the Net Promoter Index (NPI) is better than traditional marketing metrics in predicting the performance and growth of a firm. In essence, the NPI measures a customer’s willingness to recommend a firm. Arriving at the NPI involves asking customers about their likelihoods to recommend company x to a friend or colleague. The answers are recorded on a single-item scale from 1 = not at all likely to 10 = extremely likely. Then, the percentage of detractors (respondents giving a score from 0 to 6), are subtracted from the percentage of promoters (respondents giving a score of 9 or 10). The result is the NPI. A number of studies, in part through replication, have challenged the relationship between NPI and growth and its superiority in predicting it (Keiningham, Cooil, Andreaseen, and Aksoy 2007, Keiningham, Aksoy, Cooil, Andreassen, and Williams 2008, Sharp 2008). The present study seeks to further investigate the NPI by beginning to evaluate its performance in a well established nomological network of loyalty related constructs. As such the purpose of this study is to assess the nomological/predictive validity of the NPI question.