Michael D. Richard

Service quality attributes and choice behaviour

Addresses two shortcomings of service quality empirical research. Investigates the importance of service quality as a predictor of actual choice behaviour and examines the importance of process and outcome quality attributes as predictors of choice. Uses regression analysis to investigate the importance of service quality attributes on choice. Suggests that consumers utilise multiple process and outcome quality attributes in their choices.

An Investigation of the Determinants of Extrinsic Job Satisfaction Among Drivers

Driver turnover is one of the most pressing issues facing the trucking industry. Low job satisfaction has been identified as a major reason for turnover among employees. Conventional wisdom in the trucking industry is that low pay and lack of home time are the factors that cause driver dissatisfaction. This manuscript investigates this conventional wisdom and draws on the theory of met expectations to help identify other factors that lead to driver dissatisfaction. The results indicate that conventional wisdom is only partially correct, and that the factors that cause driver dissatisfaction are directly controllable by the firm.

A model of lodging repeat choice intentions.

Abstract A lodging offering involves tangible elements as well as intangible services. Therefore, the guest evaluates both the outcome and the process of service delivery. The influences on repeat choice intentions of the outcome and process dimensions of service quality are investigated using a regression model. Service quality does appear important for explaining lodging choice intentions. Results suggest that no one dimension of service quality captures the complexity of repeat choice intentions; several outcome and process quality dimensions are important. In other words, guests evaluate several dimensions when making lodging choices. Managerially, the lodging firm may wish to emphasize multiple dimensions when promoting their service to attract guests.

Evolution of a Retail Market Area: An Event-History Model of Spatial Diffusion

AbstractWe model the development of the market area around a newly opened retailer in terms of the diffusion of individual consumer adoptions across time and space. The large number of such events ...

An Integrated View of Marketing Myopia

Examines the concept of marketing myopia, its different explanations and types. Organizes the four types of marketing myopia into a classification scheme, suggesting a new perspective which can produce innovative marketing strategies. Recommends five steps towards becoming an innovative firm: a generic firm/industry view, other‐industry monitoring, benchmarking, recruitment of marketers, and a flexible approach to problems.

A segmentation model of consumer satisfaction/dissatisfaction with the complaint-resolution process

Consumer satisfaction with the complaint-resolution process can be a critical factor in customer retention. The objectives are addressed in this study. First, the dimensions thought to influence consumer satisfaction/ dissatisfaction (S/D) with the complaint-resolution process are identified. Secondly, reliable and valid measures of consumer S/D with the complaint-resolution process are developed.Finally,the dimensions are used as independent variables in a series of multiple regression models designed to predict overall satisfaction with the complaint resolution process for several segments of consumers. Results suggest that consumer S/D with the complaint-resolution process has four critical dimensions.The two consumer-input dimensions are consumer time and effort expended in an attempt to resole the problem.The two outcome dimensions are compensation received and attitudes of the retailers representative.Multiple regression results also suggest that certain customer demographics should be examined whe...

Lodging Choice Intentions

The influence of several covariates on home basketball game attendance is investigated using a discrete-time hazard model. This model is able to predict whether an individual will attend (probability) and, if so, when in terms of specific games (timing). Results suggest that attendance is a function of the influence of friends, convenience of the day/time of the game, perceptions of the importance of the opponent, and ability to obtain a parking space.

Marketing Myopia: An Integrated View

Outlines the foundations and dimensions of marketing myopia and proposes a two‐dimensional classification of its several types. Presents an integrated analysis which is intended to enrich, rather than replace, the existing explanations and to clarify and reinforce a caveat proposed 30 years ago. Makes a recommendation for seeking innovative marketing strategies which are designed to remove some of the myopia‐caused restrictions on the range of strategic options.

A Discrete-Time Hazard Model of a New Golf Course

The influence of several covariates on golf course choice behavior are investigated using a discrete-time hazard model. This model is able to predict whether an individual will playa new golf course (probability) and, if so, when in terms of weeks after the course opens for play (timing). Results suggest that choice behavior is a function of the golfer’s handicap, the academic standing of the golfer, the number of rounds played per month, and the innovativeness of the golfer

A Product Extension Model of Consumer Choice

An Asymmetric Cannibalism choice model based in the theory of individual choice behavior is presented and tested. This model, while predicting choice probability for a new product as a function of ...