Kelley O'Reilly

Demystifying Grounded Theory for Business Research

The grounded theory method (GT) remains elusive and misunderstood by many—even those who advocate its use. In practice, many research studies cite the use of GT but merely apply certain a la carte aspects or jargon of the method while not actually incorporating the fundamental principles of the methodology. Consequently, the purpose of this article is fourfold: (a) to demystify the key tenets of GT, (b) to discuss the problematic impacts of adopting an a la carte approach to GT, (c) to draw attention to GT as a rigorous method for business research, and (d) to advocate for the increased use of GT by more researchers where appropriate. Throughout the article, the authors use the example of a recently completed GT study by the lead author to highlight the multiple dimensions of GT and how they all work together.

How young, technical consumers assess online WOM credibility

Purpose – Specifically focusing on one antecedent (information seekers characteristics) for electronic word‐of‐mouth adoption and credibility assessments, the purpose of this paper is to attempt to shed light on consumer motivations for making and taking online recommendations, and how technically savvy consumers assess credibility online.Design/methodology/approach – To investigate the role and influence of word‐of‐mouth (WOM) amongst technically savvy online consumers, purposeful sampling was used to limit participants to those who have made online purchases and who spend more than three hours a day on the internet. Using an adaptation of the grounded theory method, this study was triangulated via one face‐to‐face interview with each participant, member‐checking, analysis of online communications deemed “not credible” by the participants, and through relevant literature from marketing and information systems (IS).Findings – Analysis shows that participants exhibit more of a “bricks‐to‐clicks” than a “c...

CRM and retail service quality: front‐line employee perspectives

Purpose – The purpose of this study is to explore the attitudes and beliefs of front‐line employees regarding how customer‐company interactions might be improved. Since front‐line employees are closely connected to customers, the resultant experiences and relationships with customers are highly dependent on their actions. However, little is written from the perspective of front‐line employees.Design/methodology/approach – Using a qualitative approach and employing an adaptation of the grounded theory method, this study uses front‐line employee participants with data collection occurring over a six‐month period. A variety of data sources were used including open‐ended reciprocal interviews, member‐checking interviews, observation, and collection of participant and researcher artifacts.Findings – Findings suggest that organizational changes initiated by management create strategically constructed silos that force implementation through people and systems to control and standardize the service interface and ...

The role of vendor in eCRM tool development

Purpose – A paucity of research on the motivations and goals of vendors who develop electronic customer relationship management (eCRM) tools and systems exists in the literature. This is an important gap in the literature because many eCRM systems are products of outsourcing (to vendors). This paper aims to discuss these issues.Design/methodology/approach – This exploratory case study focuses on an international van‐based service franchise and the experiences of the vendor, company, and franchisees as they design, develop, and implement certain eCRM tools. Participants include the president and founder of the eCRM vendor company, the chief executive officer, chief financial officer, and marketing director from the franchisor company, and six franchisees. This paper is triangulated via personal interviews, member‐checking interviews, and relevant literature from information systems (IS) and marketing.Findings – Specifically, this paper sheds light on the role and influence of the vendor in the design, deve...

Consumers as Integrators of Marketing Communications: When Like is as Good as Buy

This case study explores how Falken Tire Corporation FTC leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

Can CRM survive integrating franchisees with a corporate giant

Purpose – A paucity of literature considers a growing trend within the retail space whereby franchise companies and their franchisees market and sell products and services across multiple channels, including company‐owned retail stores. This case study aims to explore the processes used to support the customer experience, the control mechanisms that are in place, and the channels by which these customer‐company interactions occur.Design/methodology/approach – A qualitative approach employing an adaptation of the grounded theory method for data collection, coding, and analysis was used and this study specifically focused on an international van‐based service franchise during the integration of the franchise companys service into the retail brick‐and‐mortar locations of the parent company. Participants included retail employees of the parent company, franchise company support staff, franchisees, and third‐party call center agents working for the parent company.Findings – Findings suggest a relationship exi...

Factors affecting consumers’ online product review use

The purpose of this study is to examine factors affecting the extent of consumers’ use of electronic word-of-mouth (eWOM), specifically online product reviews (OPRs), during their decision-making process. It also examines their motives for using OPRs.,The study uses an exploratory qualitative research methodology involving observation and free-flowing face-to-face interviews with consumers who have previously made a purchase online and who read OPRs during the decision-making process. An adaptation of the grounded theory method is used for collection, coding and data analysis.,Findings confirm previously uncovered motives for consumers’ use of OPRs. In addition, the findings suggest that two previously unidentified factors influence the extent of consumers’ use of OPRs: “decision-making drive” and “decision-making drag”. Decision-making drive is a mental momentum created when one or more factors that enhance decision-making readiness are present. This momentum tends to accelerate the decision-making process and shorten the information search process, leading to a reduction in the extent of OPR use. In contrast, decision-making drag is a mental resistance created when one or more factors that impede decision-making readiness are present. This resistance tends to decelerate the decision-making process and lengthen the information search process, leading to an increase in the extent of OPR use.,Focused on the pre-consumption phase of eWOM, between the stages of product need recognition and information search, this study is the first to identify decision-making drive and decision-making drag as additional psychological mechanisms affecting the extent of OPR use by consumers. For marketers, understanding these mechanisms has strategic marketing implications that can provide guidance to brands, websites and online review systems.