Kathy Keeling

The impact of self‐monitoring on image congruence and product/brand evaluation

The relationship between self‐image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual model is developed which links a function of attitudes – as the pursuit and maintenance of self‐esteem and self‐identity – to the public and private contexts of self‐concepts; and the subsequent intrinsic and extrinsic congruence between brand evaluation and choice. In this exploratory study the Self‐Monitoring Scale is used to explore the link between the social and psychological determinants of self‐presentation in the pursuit of self‐esteem and maintenance of self‐identity, and to inform the examination of the relationship between self‐concept and product symbolism. Findings from the qualitative and quantitative stages of a study of the UK alcoholic soft drinks market are presented. There were distinct differences between the self‐monitoring groups when the interpretation of specific brand images was investigated. The results provided empirical support for viewing the self as a divisible entity. The implications for marketing practice are discussed.

The digital divide and the theory of optimal slack

The digital divide and exclusion from the knowledge society have become important subjects of government policy. This article compares online communities located in two UK housing estates. Both have relatively high levels of computer literacy but also significant numbers of novices and non-users. It is argued that one estate is achieving a higher level of inclusion because it combines teamwork with optimal levels of organizational slack. Further, this article discusses the optimal conditions for creating an information and communication technology (ICT) learning community and hence contribute to the debate on how best to overcome the digital divide. The possible implications of the findings are explored in terms of policy initiatives.

Metaverse-retail service quality: A future framework for retail service quality in the 3D internet

Abstract This study argues that service quality in retailing in 3D Collaborative Virtual Environments (aka Metaverses) is distinct from service quality in the more familiar 2D, mainly menu-driven, web internet store (e-SQ) and conceptualises the determinants of Metaverse Retailing service quality (MR-SQ) through a combination of focus groups and Critical Incident Technique with current users of Metaverse retail stores. The emerging set of four overarching determining elements of MR-SQ includes customer service, product dimension, store dimension and a 3D platform dimension. While some of these features are found in 2D e-SQ others are unique to MR-SQ such as human contact, emotional expressiveness, virtual trial and fantasy products, in addition to the 3D platform features. Thus, the CVE/Metaverse context presents opportunities for retailers to enhance social experience, responsive service and creative co-production opportunities. The study provides a framework for guidance for retailers to improve service quality in 3D Metaverse stores, as well as for future research.

DiTV and e-commerce among disadvantaged community groups

There is growing concern about the role of technological exclusion on deepening economic, political and social inequalities. Many people do not have PC-based Internet access either through geography, lack of money or other disadvantages. At the same time there is continued growth in the use of digital interactive television (DiTV) in the home, suggesting the potential for an alternative channel of Internet access. However, the case for DiTV is not proven, with some evidence of lack of awareness and interest among potential users. The purpose of this paper is to explore the role of DiTV as an alternative platform for conducting e-commerce among people who might otherwise be at risk of e-exclusion. The paper is positioned against literature on adoption of DiTV and briefly presents the results of a qualitative study examining consumer beliefs and feelings about shopping via DiTV. Eight key issues arising from the study are used as the focus for a questionnaire distributed among residents in an area of economic deprivation. The main outcomes are a deeper understanding of the pros and cons of DiTV for e-commerce and recommendations for developers wishing to promote e-inclusion.

Electronic kiosks in retail service delivery: Modeling customer acceptance

Abstract In-store interactive kiosks using Internet technology represent a channel within a channel in many retail and service settings. They offer wide-ranging informational, transactional and promotional benefits, as well as contributing to customer relationship management. Widespread adoption by customers is, however, required to realize their full potential. Drawing upon the diffusion of innovations and technology acceptance models, two empirical studies are reported, one using a kiosk prototype, the other an in-store trial system. In both cases, a model was able to predict around 50% of intention to use. Implications for retail strategy, positioning within stores, facility promotion and system design are discussed.

Second Life as a research environment: avatar-based focus groups (AFG)

Purpose – This study aims to examine the nature and the potential use of avatar-based focus groups (AFGs) (i.e. focus groups conducted in three-dimensional [3D] virtual worlds [VWs]) as compared to face-to-face and online focus groups (OFGs), motivated by the ability of VWs to stimulate the realism of physical places. Over the past decade, there has been a rapid increase in using 3D VWs as a research tool. Design/methodology/approach – Using a two-phase reflective approach, data were collected first by using traditional face-to-face focus groups, followed by AFGs. In Phase 2, an online, semi-structured survey provided comparison data and experiences in AFGs, two-dimensional OFGs and traditional face-to-face focus groups. Findings – The findings identify the advantages and disadvantages of AFGs for marketing research. There is no evident difference in data quality between the results of AFGs and face-to-face focus groups. AFG compensates for some of the serious limitations associated with OFGs. Practical i...

Designing Mobile Applications for Healthcare Professional Use: A Service Marketing Perspective

The investigation of health services is a major area of interest within the field of marketing (e.g. Berry and Bendapudi 2007; Crie and Chebat 2013). Research in the area is heterogeneous, covering the range from healthy individuals, people suffering from chronic diseases along with healthcare professionals. In previous studies, there is inherently an assumption that medical applications have the potential to improve the efficiency of healthcare service delivery and thereby deliver value to consumers, hence generate uptake. However, thousands of consumer-oriented applications have close to zero downloads (Campaign 2014), and the acceptance of medical applications is relatively low by professionals in the hospital context (Wu et al. 2011). This suggests a need to inform the service design cycle for medical applications with insights from technology and design disciplines in order to deliver relevant mobile services. In the contemporary ‘electronic’ marketplace, encompassing all aspects of service delivery in design appears daunting. Yet, it is crucial to identify those factors that drive positive service experiences in order to maximize consumer value (Sandstrom et al. 2008). A large and growing body of services research investigates the role of consumer perceptions of value creation as a driver for acceptance, use and/or purchase. S-D logic suggests that ‘value is defined by and co-created with the consumer rather than embedded in output’ (Vargo and Lusch 2004). When value is perceived as value in use, functional and economic benefits as well as emotional, social, ethical and environmental dimensions are of significance for consumers (Gronroos and Voima 2013). As a result, if the full potential of mobile services is to be realised in medical care, it is necessary to understand the interplay between technology issues, such as usability and the human side of assessments of experience in the creation of value for the user. We posit that optimal mobile service design could be achieved by using human–computer interaction design principles in conjunction with service design theories. The purpose of this chapter is to extend existing studies by investigating consumers’ perception of value in using mobile services in context and explore how medical service design and delivery can be optimised for mobile applications. To address these objectives, we follow an inductive approach aligned with grounded theory techniques and procedures (Glaser and Strauss 1967; Strauss and Corbin 1998), and we initially employ an exemplar case study. We report on data concerning a medical mobile application (Mersey Micro) for healthcare professionals intended for use inside the hospital. Data are gathered from in-context, in-depth, interviews with representative users, usability studies as well as an exploratory survey aiming at identifying clinicians’ interaction with the mobile application. The literature suggests that design of effective and efficient healthcare systems would benefit greatly from integrated models and frameworks that combine consumers’ emotions and technical features of service platforms (Ostrom et al. 2010). As a result, this chapter might be seen as an initial attempt towards this direction. Our initial findings are pointing the direction of (medical) mobile service design as a combination of technology issues, such as usability and the human side of assessments of experience in the creation of value for the user.

The Virtual Experience Economy: A Service-Dominant Logic Perspective

Marketers and advertisers are interested in using 3D3C worlds as sites for engaging consumers in deeper and more sustaining ways. In this chapter, an integrated conceptual model for the virtual experience grounded in the emerging service-dominant (S-D) logic is developed. This integrated conceptualization offers a broadened view of 3D3C worlds through evaluating the Pine and Gilmore (1998) conceptualization of the experience economy within the 3D3C context. It becomes evident that this conceptualization is less relevant to the virtual context and cannot be applied without modifications. The model developed and presented identifies that the virtual experience is centered on two dimensions: first, the type of interaction within the virtual experience, that is, individual versus collaborative interaction and second, the context of interaction: virtual consumption versus real life consumption (i.e., the interplay between 3D3C worlds and real life). The emerging concepts of service-dominant logic are presented as a means to reframe and improve the marketing experience for increased relevance and impact within 3D3C worlds.

Virtual Brand Communities: Pathways to Brand Trust?

Little doubt exists about virtual brand communities (VBCs) strong impact on branding (e.g. Schau and Muniz 2002; Fournier and Lee 2009). Specifically, brand community identification, participation, and community commitment all empirically lead to brand loyalty and positive behavioural outcomes. However, the impact of VBC participation on customers’ brand trust, which is essential to relational marketing (Albert et al. 2013), remains unclear. The mechanisms mediating and/or moderating VBC effects on customers’ brand trust remain uncharted. Specifically, scholars and practitioners should understand customer pathways to brand trust through VBC participation. Furthermore, although lurkers (non-active members) make up the highest proportion of participants in virtual communities (Walker et al. 2013), little research has yet examined them (Thompson et al. 2014). Since lurkers are the majority of virtual community members, understanding how ‘lurkers’ build brand trust and whether this differs from ‘poster’ (active members) pathways in direction and/or strength would equip VBC managers in building successful communities that would lead to brand trust for all users.

Building Brand Commitment in Virtual Brand Communities

In the context of consumer-brand relationship, brand commitment plays a considerable role in the formation and maintenance of a successful long-term relation between consumers and brands. A recent addition to the brand relationship-building literature is the work on virtual brand communities (VBCs) and the customer attachment that such a community may generate. Although previous research provides valuable insights on the characteristics of VBCs (McAlexander et al. 2002; Muniz and O’Guinn 2001; Schau and Muniz 2002) and their positive outcomes such as brand commitment and brand loyalty (e.g., Algesheimer et al. 2005; Carlson et al. 2008), there are three areas where further research is indicated, especially on the basic mechanisms through which brand commitment can be achieved in VBCs (Broderick et al. 2003).