Jason D. Oliver

The consumer’s perspective on evaluating products: service is the key

Purpose – This paper aims to begin to remedy deficiencies in the understanding of how the increased focus on service, even in manufacturing environments, relates to consumer desire for relationships. The role of relationships in both services and physical goods has taken on a new meaning that should be further explored. Design/methodology/approach – The qualitative study reported in this paper examines the extent to which consumers feel that they are in relationships with companies from a variety of product categories that range from search goods (easy to evaluate in advance of purchase) to credence goods (difficult to evaluate). The analysis is based on semi-structured interviews with 20 customers. Findings – The results identify when consumers place an emphasis on specific relational behaviors in evaluating the product use experience. Specifically, trust, commitment and expertise seemed more important when products were difficult to evaluate in advance, whereas social benefits and special treatment were...

Using the Voice-of-the-Customer to Determine the Connection between Service and Relationship Attributes, Satisfaction, and Retention

The competitive landscape has increased the value of knowing what attributes are most important to completely satisfy customers and earn their commitment. Although satisfaction and customer retention have been widely researched in the past, little is known about how individual attributes lead to satisfaction and the role each of these attributes play in establishing loyal relationships. Relational attributes are also instrumental as many companies seek loyal behaviors, including repeat purchases, openness to cross-selling, and referrals to increase market share and profitability. However, the specific roles service and relational attributes play in determining satisfaction and relational behaviors are not clear. This study captures the voice-of-the-customer and develops testable hypotheses regarding the importance of customer-revealed attributes in evaluating satisfaction with products and services. The results of subsequent tests of these hypotheses will have important implications for practitioners in both manufacturing and service industries as they decide when and how to differentiate products with services and relationship marketing.

Attitudinal Determinants of Recycling Behavior: At Home and on Vacation

Whether it is forced or voluntary, recycling can often increase environmental awareness. Therefore, in addition to representing the important and often overlooked final step in the consumption process, disposal, recycling represents a potential first step towards green behavior, including green buying behavior. This paper examines understudied attitudinal variables that may be related to recycling behavior. It captures both self-report data about recycling and opinions about environmental practices from both residents and people on vacation. People on vacation represent an interesting phenomenon, because they may engage in green practices at home, but may abandon green practices on vacation.

Social Media Applications for Marketing Educators

Social media offer educators immense value both in and out of the classroom. Whether providing new channels of communication, advanced tools for the packaging and delivery of content, collaborative work opportunities, or engagement devices for inspiring young minds, there are social media solutions available. In this panel session, the contributors present three applications for utilizing social media tools in marketing education: 1) general social media tools useful for addressing common classroom issues, 2) social media tools and channels for teaching and experiencing retail management, and 3) cross-channel social tools for building student engagement outside of the classroom environment.