Gul T. Butaney

The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites: A consumer perspective

Purpose – The purpose of the study is to develop and empirically test a model which examines the relationship between e-servicescape dimensions, website quality dimensions, website stickiness, website loyalty and word-of-mouth (WOM). The role of WOM in influencing consumer behaviour is documented in literature. However, despite its growing importance, research on the antecedents of WOM in the e-retail context is sparse. Design/methodology/approach – Data were collected by circulating the questionnaire using an online survey from the graduate and undergraduate students enrolled in a large university in the northeastern USA. Out of 660 questionnaires distributed, 509 were usable. Data were analysed using confirmatory factor analysis and structural equation modelling. Findings – Results show that website stickiness and website loyalty are two different constructs which form the immediate antecedents of WOM. Results also show the indirect effects of e-servicescape and website quality dimensions on WOM. Practi...

An Empirical Model of Professional Buyers' Search Effort

ABSTRACT Drawing on the similarities and differences between consumer and organizational search situations, this paper develops and tests a model of the professional buyers external search for information. Key links between search effort and characteristics of the situation, the individual, and the organization are tested with a structural equation modeling approach. The data came from a sample of professional buyers involved in the purchase of a wide range of products. Results indicate that uncertainty surrounding the purchase plays a pivotal role in determining the amount of search effort expended. The importance of the purchase, however, and the organizations previous experience with the purchase are two main factors influencing that relationship. Marketing implications of these findings are discussed for industry practitioners.

Undergraduate industrial marketing: Content and methods

Abstract Business marketing is taking a more prominent place in marketing education. Faculty members unfamiliar with business marketing may need to develop and teach business marketing courses. We provide the background information and suggest the resources needed for such a course at the undergraduate level. First, we address the growing importance of business marketing education and the nature of the students as a business product. Next, we discuss our perspectives on course philosophy, goals, and topical coverage. Subsequently, we review the use of pedagogical tools, including the role of the textbook, casebook, reading book, and the secondary sources of business information. Finally, our general thoughts for course execution are presented. Our purpose is to promote further dialogue concerning the development of this important area of undergraduate marketing study.

What Counts as Sales Revenue in B-to-B Transactions? The Regulatory and Marketing Management Issues

ABSTRACT The rules governing what qualifies as sales revenue are surprisingly complex. In fact, revenue recognition has become one of the hottest areas of investigation by the Securities and Exchange Commission. Based upon a review of literature from the fields of accounting, finance, marketing and management, this article explains the common practices and motivators that trigger improper sales revenue recognition in B-to-B marketing transactions. A model of marketing actions and financial performance is developed that emphasizes the need for expanding firm performance criteria for formulating and implementing marketing strategy tactics, in an effort to control the improper revenue recognition practices. A classification scheme is also developed that broadly categorizes the motivators into four main groups, including those that are primarily triggered by (1) the firms desire to obtain some favorable resource or response from an external third party, (2) some aspect of the firms marketing strategy failure and (3) the employees personal enrichment goals, and (4) the lack of knowledge of the GAAP guidelines. All four groups of the motivators result in misleading the firms sales revenues, hence are fraudulent in nature. We provide guidelines for curbing the revenue recognition lapses through sales-force training, with an emphasis on ethical rules of conduct for corporate behavior, and the design of marketing strategy formulation and its implementation. We also identify several areas and directions for future research.

Examining a Ititudes and Purchase Intentions of Students Towards Environmentally Safe Products

This pilot study explores the relationships between students’ attitudes toward the environment and their willingness to switch to environmentally safe products. Results indicate a weak to moderate (but positive) relationship. The study concludes with implications and directions for future research.

Discussion Leader Comments

The importance of internal marketing in enhancing service quality is emphasized by several marketing scholars. Internal Marketing means that the service firm must effectively train and motivate its customer - contact employees and all supporting service people to maximize customer satisfaction. The quality of service depends heavily on the quality of the buyer-seller interaction during the service encounter. As Kotler and Amstrong (1999) suggest, that internal marketing should precede external marketing to consistently deliver a high quality of service. The three papers presented in this session revolve around this central theme and focus on various aspects of the role of employees in promoting customer need satisfaction and in enhancing effectiveness of the service delivery system.

Examining the Association Between Instructor Leadership Styles and Student Learning in Marketing Courses

The author applies some of the concepts from the Hershey - Blanchard situational leadership theory (1972) to the student learning. This study suggests that the instructors who reflect relationship and task oriented instruction enhance student learning. The study identifies the specific dimensions of these leadership styles and suggests how marketing instructors may maximize student learning.

An Identification of Consumer Motivational Factors for Establishing Long Term Relationships with Retail Service Establishments

Motivations that influence consumers to establish long term business relationships with retail services are factor analyzed to explore the nature of their underlying dimensions. An exploratory factor analysis groups consumer motivations into ten factors, which interestingly reflect Maslows (1954) pyramid of needs pattern. The relative strength of these factors seem to vary in terms of attracting consumer patronage as well as their relative effectiveness across various types of retail services. The results of this exploratory study are encouraging for developing this stream of research to assist retail services managers in the practice of relationship marketing. The author provides directions for future research.

European Integration and Developing Countries: A Survey of International Students

In this exploratory study, we report the attitudes of international MBA students form the developing nations about their concerns over EC 1992 program and the measures they would advocate to their governments for appropriately responding to the EC 1992 developments. The results of the study indicate student concerns involve detrimental effects on their countries’ exports and the unfavorable marketing environment in the EC markets. To mitigate those effects, the students expect their governments undertaking long range export promotion programs and developing political linkages with the trading partners in EC. The paper discusses theoretical underpinnings of the findings, providing directions for the future research.