Cynthia Webster

Service consumption criticality in failure recovery

Abstract The research reported here explores the effects of service type, service failure, and service criticality (perceived importance) on customer satisfaction and loyalty. Based on past research, this study hypothesizes that both customer satisfaction and loyalty will be significantly affected by the criticality of service consumption and the type of failure recovery effort utilized by a service firm but not by type of service. Although neither service criticality nor failure recovery effort is expected to significantly interact with service type, it is hypothesized further that there will be a significant interaction effect of criticality of service consumption with failure recovery effort on customer satisfaction and loyalty. The results support all hypotheses.

The role of nonverbal communication in service encounters

Although the verbal components of service encounters have been investigated, the nonverbal aspects of employee‐customer interactions have remained virtually unexplored in the marketing literature. Thus, the purpose of this paper is to explore the importance of service employees’ nonverbal communication during service interactions. Specifically, a conceptual model is presented that links nonverbal communication (kinesics, paralanguage, proxemics, and physical appearance), customer affect, and consumers’ evaluations of service providers (with respect to credibility, friendliness, competence, empathy, courtesy, and trustworthiness). Further, the importance of nonverbal elements is discussed and managerial implications are given.

An Exploration of The Meaning and Outcomes of a Customer-Defined Market Orientation

Abstract To date the marketing literature has failed to substantiate the linkage between market orientation and customer satisfaction. This is surprising particularly when considering the attention that has been given to the implementation of the marketing concept in recent years. Furthermore, market orientation is not yet commonly positioned as a customer-defined organization state, despite the literature strongly promoting the importance of customer perceptions when determining extent of organization success. The exploratory research reported here supports the customer-defined position and seeks to redress this gap in the context of the services industry. An analysis of customer perceptions of market orientation suggests that a reduced and amended version of a well-known market orientation measurement instrument can meaningfully be applied to customers, and that a strong relationship exists between customer-defined market orientation and both service quality and customer satisfaction. The discussion of findings is facilitated through the adoption of an amended satisfaction/dissatisfaction motivation theory model. In addition, areas for further research are proposed.

Effects of Hispanic Ethnic Identification on Marital Roles in the Purchase Decision Process

The research reported in this article investigated the relationship between Hispanic ethnic identification and marital roles as couples proceed through the purchase decision process. Significant differences were found among the Hispanic ethnic identification groups in most of the decision stages for a variety of product categories, even after the effects of social class and length of marriage were removed. The findings of this study revealed a significant positive relationship between ethnic identification and husband dominance in decision making. However, because ethnic identification and product class interact with role specialization and relative influence in decision making, generalizations cannot be made about Hispanic marital roles in the decision-making process. Furthermore, the effect of ethnic identification on marital roles in decision making interacts with the phase of the purchase decision process. Copyright 1994 by the University of Chicago.

Can Consumers be Segmented on the Basis of their Service Quality Expectations

Explores the segmentation by service marketers of the consumer market on the basis of service quality expectations. Measures consumer expectations and various quality dimensions for three commonly purchased professional and three non‐professional services. Evaluates the effect of various consumers′ demographic characteristics on service quality expectations. Concludes with a discussion of research and managerial implications.

Influences Upon Consumer Expectations of Services

Provides insight into the concept of quality in the service market by investigating possible influences on consumer expectations of quality and how these expectations may be better met. Reports on a study examining the effects of certain stimuli on expectations regarding different types of service. Discovers that significant differences were found regarding the nature of the expectations as the stimuli werevaried, differences which remained after involvement and the removal of personal need effects. Offers recommendations to service providers and includes an explanation of the methodology used in the study.

Marketing culture and marketing effectiveness in service firms

Examines the importance of the marketing culture of a service firm by pinpointing the strength of its association with marketing effectiveness. First, collects data to validate and purify a measure of marketing effectiveness. Second, undertakes a procedure to discover the nature of the relationship between the kind of marketing culture a firm has and its marketing effectiveness. The findings reveal a strong relationship between these two constructs even when the possible effects of firm size and geographical scope are removed.

Refinement of the marketing culture scale and the relationship between marketing culture and profitability of a service firm

Abstract An instrument for assessing the marketing culture of a service firm is refined by analyzing new data from two independent samples. The scales reliability, factor structure, and validity are evaluated and the dimensions and 34 items are presented and discussed. Analysis is also performed to determine the relationship between a service firms marketing culture and profitability. Potential applications of the scale are outlined.

What Kind of Marketing Culture Exists in Your Service Firm? An Audit

Notes that current thinking places an appropriate culture near the top of the list of important ingredients for successfully marketing services. Examines the concept of marketing culture in detail. Provides a method for assessing the marketing culture of a service firm. Outlines the details of the audit together with possible applications.

Toward the measurement of the marketing culture of a service firm

Abstract A 38-item instrument for assessing the marketing culture of a service firm is developed. The scales reliability, factor structure, and validity are evaluated by analyzing data from four independent samples. The dimensions and items are presented and discussed, and potential applications of the scale are outlined.