Earl D. Honeycutt

The service recovery paradox: justifiable theory or smoldering myth?

– The purpose of this study is to address the discrepancy between research that supports the service failure recovery and that which does not by examining customer satisfaction in the event of a service failure empirically., – The objective of the study was achieved by conducting role‐play experiments on undergraduate business students., – Analysis showed that a service recovery paradox is most likely to occur when the failure is not considered by the customer to be severe, the customer has had no prior failure with the firm, the cause of the failure was viewed as unstable by the customer, and the customer perceived that the company had little control over the cause of the failure., – This information should benefit service managers since service failures are common and typically trigger heightened customer attention. These findings may stimulate future research because the limitations of this study include the use of undergraduate business students and the examination of only one service setting. Nevertheless, this paper does demonstrate that, under the appropriate conditions, a customer can experience a paradoxical satisfaction increase after a service failure.

Marketing Industrial Products on the Internet

Abstract Electronic media, such as the World Wide Web, are playing an increasingly important role in the global commerce of industrial firms. This article examines the experiences of three industrial companies that adopted a Web strategy and identifies lessons learned in the process. Based on these experiences, managers are provided guidelines for enhancing the successful implementation of the Internet into their firm’s day-to-day operations.

Business ethics and job-related constructs: A cross-cultural comparison of automotive salespeople

Although a number of articles have addressed ethical perceptions and behaviors, few studies have examined ethics across cultures. This research focuses on measuring the job satisfaction, customer orientation, ethics, and ethical training of automotive salespersons in the U.S. and Taiwan. The relationships of these variables to salesperson performance were also investigated. Ethics training was found to be negatively related to perceived levels of ethicalness and performance. High performance U.S. salespeople reported high ethical behavior, while the opposite was true in Taiwan. Customer orientation in both countries was influenced by ethics training. Managers should evaluate current ethics training programs to insure correct ethical behavior is taught and rewarded.

An examination of the cross‐cultural female response to offensive sex role portrayals in advertising

Compares adult women’s perceptions of sex role portrayals in advertising across demo‐graphically‐diverse samples from the USA, New Zealand, Japan and Thailand. Tests a structural equations model using EQS. The findings indicate that there were varying degrees of criticism across the samples with regard to sex role portrayals, company image and purchase intentions. Finds a significant structural linkage between criticality of role portrayals and company image as well as between company image and purchase intention. Identifies the existence of “feminist consciousness” across the various samples and also examines its impact on perceptions and intentions to purchase. Presents implications for global advertisers.

Learning orientation and the hotel expatriate manager experience.

Abstract US-based multinational hotel corporations experience a high level of failure among expatriate managers. Research suggests that expatriate success is highly correlated with both technical competence and adaptability. While there are numerous ways to measure an expatriate candidates technical competence, evaluating a nominees ability to adapt is more problematic. One indicator of adaptability that can be identified in the expatriate selection process is a candidates level of learning orientation. Learning orientation can also be developed through a three-stage cross-cultural training program that is explicated in this article.

Understanding the use of celebrity endorsers for hospitality firms

Promotional clutter makes it extremely difficult for hospitality firms to capture the attention of prospective buyers with sales messages. One way firms attempt to penetrate clutter is by utilizing an effective celebrity endorser. When the proper celebrity endorser is selected to represent a firm, sales and brand image can be significantly bolstered. Conversely, selecting an inappropriate celebrity endorser severely reduces sales and brand reputation. This research study collected data from a convenience sample of 213 adults in the USA and found that trustworthiness, expertise, and genuine support are important characteristics for an effective celebrity endorser to possess. Further, the findings confirm that a match between the celebritys and companys image and values and the celebrity being perceived by the buyer as part of his/her reference group are also statistically significant characteristics of an effective endorser.

Student Preferences for Sales Careers Around the Pacific Rim

Abstract This study compares sales and marketing career perceptions and preferences of business students in the United States, New Zealand, and the Philippines. In all three countries students most preferred marketing management as a career path, while few, if any, selected industrial sales. In contrast to prior U.S. studies, grade-point average correlated in a mixed fashion with sales career preference. Students, in all three groups, utilized negative sales descriptors such as “stressful,” “boring,” and “pushy.” Based upon these findings, students do not appear to accurately understand the role played by industrial salespersons. Findings and implications for industrial marketers are presented.

Identifying the attributes of an effective restaurant chain endorser.

Given the prevalence of using celebrity endorsers as part of restaurants’ merchandising promotions (and the potential complications), this study examined the following preferences of a consumer panel of 278 respondents: (1) their favorite chain restaurant, (2) a celebrity who would be an effective endorser for the chain, and (3) a primary reason for selecting this endorser. Based on their responses, the leading driver for an effective restaurant chain endorser was congruence between the image and values of the celebrity endorser and those of the restaurant brand— in other words, a good fit. Celebrity power was the second most important factor for selecting a celebrity endorser, followed by an individual’s perceived ability to relate to the endorser. Based on a novel demographic analysis, the study found that parents were significantly more likely to consider the match of an endorser’s image and values, women and younger persons relied more heavily on physical attractiveness, and older respondents and less frequent diners focused more on trustworthiness.

Assessing National Identity in Russia Between Generations Using the National Identity Scale

This research examines the structure of the national identity (NATID) scale in Russia. On the basis of confirmatory factor analysis results, the authors recommend modifications to strengthen the constructs application. By employing multigroup analysis, the authors assess the relationships between each NATID scale component (national heritage, cultural homogeneity, belief system, and consumer ethnocentrism) and overall national identity for invariance across two different Russian age cohorts: Soviet Russians and contemporary Russians. Soviet Russians reached their “age of socialization” when the Soviet Union was intact, whereas contemporary Russians achieved their age of socialization during the Gorbachev and Yeltsin eras. The results indicate a lack of invariance across age cohorts in the relationship between all the subconstructs, with the exception of national heritage, and overall national identity. As a result, researchers should consider that the relationship between components of the NATID scale and overall national identity is likely to vary in strength across groups in the same country. This insight is significant for firms that conduct market research, introduce products, and develop marketing strategies for selected markets.

Potential problems and solutions when hiring and training a worldwide sales team

In today’s global economy, increasing numbers of companies are entering the international marketplace. The quality of managerial actions in salesforce hiring and training greatly influences the overall success of the firm. Although most companies attempt to select and train the most appropriate global salespersons, mistakes are difficult to repair and can lead to business failure. Examines selection and training procedures in a global environment, discusses specific problem situations encountered in the field by the authors, and provides guidance to assist sales managers make more successful hiring and training decisions for their worldwide sales team.