Melissa Moore

The impact of customer‐to‐customer interactions in a high personal contact service setting

Purpose – To empirically examine the development and influence that customer‐to‐customer interactions (CCI) have in a high personal contact setting.Design/methodology/approach – Using responses from patrons of different hair salons, the role that salon atmospherics had on the formation of CCI was assessed. Then, the relative influence of CCI on satisfaction with the firm, loyalty to the firm and firm word‐of‐mouth, in a model of service outcomes, was examined.Findings – Results indicate that atmospherics do influence CCI, which in turn is a strong predictor of loyalty to the firm and positive word‐of‐mouth.Research limitations/implications – Care should be taken when generalizing these findings to other service settings. It should be noted that all female respondents were generally more educated and had higher incomes than the general population.Practical implications – This study suggests that positive perceptions of atmospherics will lead to positive CCI effects. If managers determine that they would li...

Influence of brand name and type of modification on consumer acceptance of genetically engineered corn chips: a preliminary analysis

In an effort to counteract adverse consumer reaction to genetically engineered foods, the biotechnology industry has shifted attention to deriving and promoting foods that have been genetically modified to have benefits for the consumer. However, is it uncertain whether this strategic shift will be successful at changing consumer perception of biotechnology. To provide an initial investigation into the issue, we surveyed 270 Mississippi State students. Results suggest that these consumers were more accepting of corn chips that had been modified to increase shelf life as opposed to increasing farmer yields; however, willingness-to-pay premiums for these value-added corn chips were extremely small relative to corn ships that contained no genetically engineered corn. Results also suggest students were more accepting of genetically engineered foods when sold by agribusinesses with high levels of brand equity or store loyalty.

Perceptions of the risks and benefits of genetically-modified foods and their influence on willingness to consume

Abstract There has been debate in the literature as to whether: (1) the risks and benefits of genetically-modified (GM) food and agriculture are considered and determined by individuals separately or whether they are jointly determined by attitudes; (2) consumer acceptance is determined by individuals weighing up their risk and benefit perceptions in a rational, even-handed manner, or if benefit perceptions are more important than risk perceptions, and (3) certain types of risk and benefit are more important than others. Against this background, this paper assesses the categories of risks and benefits and their relative importance in determining willingness to consume. A survey was carried out to collect data on the categories of risks and benefits in the US, UK and France, and the relative importance of selected perceived risk and benefit dimensions was estimated. The findings show: risk and benefit perceptions are negatively correlated, but not perfectly and, given that regressions we performed support the proposition that benefits are more important than risks in determining willingness to consume, a strong case can be made for measuring risks and benefits separately. Almost 2/3 of consumers perceive medium to high potential benefits from GM, though the proportion is slightly lower in the UK and down to 40% in France. Nevertheless, this suggests a much higher level of support for the technology than is normally assumed. From the study, benefits are more important for consumers’ willingness to consume than perceived risks, and slightly more interviewees scored above than below the mean on willingness to consume GM food.

AN INVESTIGATION OF MOTORISTS' PERCEPTIONS OF TRUCKS ON THE HIGHWAYS

This paper examines motorists perceptions of trucks as a result of their driving experiences, behavior and beliefs about trucks on highways with a view toward improving and creating truck safety campaigns for highway users. Although fatal truck crashes are declining, when accidents do occur, they can have highly visible impacts, such as the extended closure of a bridge on I-95 after a tanker truck exploded and burned in March 2004. The findings would be used in education and promotional campaigns to increase motorists awareness of trucks and the proper way to share the road with them safely. They would also be used to determine if there is public support for stricter policies about truck operations, especially speed. Currently, 10 states require trucks to drive more slowly than cars, and additional speed restrictions could affect efficiencies in freight and commodity deliveries. Those who drive more often have the most positive view of trucks, but it is still not clear how perceptions of trucks are formed. There appear to be two divergent themes: either motorists view trucks negatively and drive more cautiously around them and support greater speed restrictions, while those who drive recklessly do not view trucks negatively.

Service Provider Absenteeism: What Happens When You’re Not There? An Abstract

Service provider absenteeism is defined as an instance in which a preferred service provider is not present at the expected time of service provision. Service provider absenteeism is a topic that has remained untouched in the relationship marketing literature, and yet instances of service provider absenteeism may represent possible transformational relationship events (Harmeling, Palmatier, Houston, Arnold, and Samaha, 2015). As such, this topic should be of concern to practitioners and academics alike. The purpose of the present research is to begin the process of understanding the effects of service provider absenteeism on business-to-consumer relationships.

Structured Abstract: The Influence of Dual Branding Information on Consumer Evaluations

Retailers increasingly utilize private label branding strategy in an effort to simultaneously increase store loyalty and compete with national brands (Ailawadi and Keller 2004; Nies and Natter 2012). Previous research suggests consumers are not only receptive to the notion of private label consumption but in many cases prefer retailer brands over their premium brand competitors (Neilsen 2011; Thomassen et al. 2006). From a supply perspective, many national brand manufacturers, or “dual branders” (ter Braak et al. 2013: 87), produce private label brands to optimize outcomes from the channel relationship (Chen et al. 2010; Kumar et al. 2010). Dual branders do not volunteer this information to prevent loss of the national brand market share due to narrowing gaps between quality perceptions of premiums and private labels (Sethuraman and Raju 2012; Steenkamp et al. 2010). Consequently, consumers are often only able to rely on superficial signals (e.g., packaging or price) to evaluate the origins and quality of private-label products. However, consumers can be inadvertently exposed to dual branding knowledge through other communications such as a manufacturer’s announced product recall or word-of-mouth from others. Thus it is important for marketing researchers to understand how consumers react to the knowledge that two differently priced, competing brands are sourced by the same manufacturer. In response, this research examines the influence of dual branding on customers’ respective brand evaluations through the mechanism of their comparative quality perceptions. Results of the analyses suggest that exposure to dual branding does influence consumers’ comparative quality perceptions between competing private and premium brands, which in turn significantly impacts respective brand evaluations. Specifically, comparative quality perceptions facilitate the indirect effects of dual branding information, which positively (negatively) influences private (national) label evaluations.

Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy: By Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon, The Free Press, New York, 2000, 292 pages, US

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