Daryl McKee

AN INVESTIGATION INTO THE ANTECEDENTS OF ORGANIZATIONAL CITIZENSHIP BEHAVIORS IN A PERSONAL SELLING CONTEXT

The authors report the results of two studies that attempt to model antecedents of organizational citizenship behaviors in a personal selling context. They draw the antecedents from extant research...

Customer Self-Efficacy and Response to Service

The customers’ role is significant in the delivery and consumption of many types of services. This study examines customers’ beliefs about their ability to participate in a service (service use self-efficacy) and its effect on response to service. A theoretical model is proposed that explains how self-efficacy affects customers’ perceptions of service value and complaint intentions (“voice”). These factors, in turn, predict exit intentions and positive word of mouth. The model is tested on a sample of 444 members of a group insurance plan. The results of a structural equation model confirm the hypothesized relationships. The findings suggest that service managers should take steps to increase customer service use self-efficacy, such as providing training with feedback, vicarious experiences (e.g., print or video portrayals of successful service experiences), verbal persuasion (e.g., “You can do this”-type coaching), and a low-stress environment. It is also important to develop varied opportunities for customer comments.

The Recycling Cycle: An Empirical Examination of Consumer Waste Recycling and Recycling Shopping Behaviors

The findings of this research indicate that attitude toward recycling has a significant effect on waste recycling and recycling shopping behaviors. In addition, affect, past behavior, and subjective norm explain significant incremental variance in the two types of recycling behaviors. Moderator analyses show that for waste recycling behavior, affect plays a lesser role when the strength of attitude toward recycling is strong, and vice-versa. Finally, the authors find a significant correlation between waste recycling behavior and recycling shopping behavior. The authors discuss managerial and public policy issues based on these findings.

Success-Producer and Failure-Preventer Marketing Skills: A Social Learning Theory Interpretation

This study examines organizations that emphasize differing types of marketing skills. It is based on a national survey of Health Maintenance Organizations. The organizations are first classified into groups based on their distinctive marketing skill configurations. Six groups were identified. Next, differences between these organization types are examined with respect to organization strategy, characteristics of the chief marketing executive, organizational environment, and performance. These results suggest that more successful organizations develop particular constellations of marketing skills. The results generally appear consistent with a social learning theory perspective on marketing skill development.

Miscellany: The Effect of Using Questionnaire Identification Code and Message About Non-Response Follow-Up Plans on Mail Survey Response Characteristics

Steady decline in survey participation has increased the importance of finding methods to improve survey response (Steeh 1981). This is particularly true for mail surveys. Mail delivery of questionnaires is extensively utilised because of its low cost, geographic flexibility, and time convenience (Kanuk & Berenson 1975). Perhaps for this reason, a major segment of the market research industry focuses on use of mail surveys (Frankel 1989). While they are economical, however, mail surveys produce relatively low response rates. For example, one review found that the average response rate to mail surveys is 47% – almost half as effective as either telephone (72%) or personal interview (82%) surveys (Yu & Cooper 1983).

Salesperson Employment Status as a Moderator in the Job Satisfaction Model: A Frame of Reference Perspective

This study tests differences between part- and full-time employees in a causal model of job performance and satisfaction. It is hypothesized that employment status will moderate the effect of participatory style, organizational commitment, and job involvement on these outcome variables. This expectation is based on differences in the frames of reference of part-versus full-time employees, which will lead to differences in expectations and social comparisons. The results indicate that part-timers react differently to participatory style and job involvement, but not to organizational commitment.

Customer learning orientation in public sector organizations

Organizational learning and customer orientation have been a focus of research for a number of years in both marketing and management literature. Customer learning orientation is conceptualized as three important components: management customer orientation, customer feedback, and employee learning orientation. By drawing from both marketing and organizational research theories, the authors propose a model of customer learning orientation in a public sector organizational setting. Customer learning orientation is hypothesized to have a significant effect on employee attitudes of role ambiguity and self-efficacy, which in turn affects job outcomes of job satisfaction and organizational citizenship behaviors. Using a sample of 438 employees of a public sector organization, the authors test the model through a structural equation modeling technique. The results provide general support for the model. Implications for managers of public sector organizations and future research are discussed.

Community Culture and Marketing Strategy as Sources of Economic Development Competitive Advantage: A Study among Rural U.S. Communities

This study explores the contribution of community cultural attributes and marketing strategy in determining economic development performance in rural U.S. communities. It is based on a set of depth interviews with leaders of 15 communities that experienced successful development performance in harsh economic environments. Twenty community cultural attributes identified during these interviews were used to develop a set of three community development culture attributes: economic development leadership, community spirit, and institutional foundations. Responses from surveys of community economic development representatives from the Southeast and Southwest provided evidence that two of the three community development culture attributes (economic development leadership and community spirit) are positively related to economic development performance.

Analytic Approaches to Strategic Marketing Planning for Area Economic Development

While interest in economic development is growing and increasingly urgent, relatively little conceptual or empirical research has been conducted on the subject of area marketing. Generally, area marketers have adapted techniques from the industrial location schools of economic geography, without sharing the purpose or assumptions upon which these techniques are based. This article develops a framework for analytic approaches to area marketing planning, based on a review of existing and potential techniques.

Environmental management by marketing decision-makers in financial services

Abstract This research investigates the efforts of marketing decision-makers in the financial services industry (savings & loan associations) to manage their environments during the turbulent period of deregulation. Two distinct forms of savings & loan governance, stock and mutual, suggest different orientations toward the environment and therefore toward strategic action aimed at managing that environment. The study found general support for the notion that form of governance was a significant factor in the use of environmental management strategies.