Stephen J Kelly

Image formation information sources and an iconic Australian tourist destination

Tourist destination brand image is a major influencing factor in traveller destination choice. This exploratory research into the information sources from which destination brand image evolves provides insights which have the potential to improve tourism destination brand development strategies. In-depth interviews with 21 international backpackers on Australia’s northern New South Wales coast indicate that mainstream media play little or no part in the formation of respondents’ image of the coastal destination of Byron Bay. Rather, word of mouth and autonomous independent information sources were the key media through which respondents formed their image of this iconic Australian tourist destination. Findings also show the importance of destination experience in the image formation process and suggest that destination marketing organizations (DMOs) can and should go beyond traditional mainstream media to communicate their brand message. Additionally, findings suggest the need for DMOs to provide leadership within the destination’s tourism industry to improve service delivery and exceed the ‘brand promise’.

The role of strategic planning in the performance of small professional service firms: a research note

Using a sample of small, regional professional service firms, this paper investigates relationships between firm performance and aspects of strategic planning. Constructs measuring vision, mission, latent abilities, competitor orientation and market orientation are identified using exploratory factor analysis and respondents categorised as non‐planners, informal planners, formal planners and sophisticated planners. Multiple performance measures were used to assess the relationship between these factors and categories and firm performance. While no significant relationship between the performance measures and factors is identified, a significant relationship between net profit and informal planning emerges. These mixed results bring into question the value of the classical strategic planning process as a means of achieving a sustainable competitive advantage in the market analysed.

Measuring attitudinal commitment in business-to-business channels

While organizational behaviourists have largely adopted a three‐component conceptualisation of attitudinal commitment, marketers continue exclusively to apply one‐ or two‐component models. In this paper, the reliability and validity of one‐, two‐ and three‐component models of commitment are examined within a business‐to‐business context. The results indicate that the three‐component model incorporating instrumental, affective and normative dimensions is superior on both substantive and empirical grounds. It is subsequently argued that marketing planners need to demand that marketing researchers are more precise when incorporating commitment into conceptual and empirical studies, and account for these distinct components either by explicitly including or omitting them. It is also argued that marketing managers can enhance channel relationships if they are cognisant of the three distinct types of attitudinal commitments when formulating channel management tactics and strategies.

‘Non-local’ Masters Games Participants: An Investigation of Competitive Active Sport Tourist Motives

Many governments within Australia actively support Masters Games with the expectation that such events generate significant economic benefits. However, while research demonstrates that ‘non-local’ participants provide greater economic value to the host region, little is known about this key participant category. In particular, previous Masters Games research has only briefly considered the influence of travel on participant motives. In order to address this gap in the literature, a qualitative investigation of the motives among non-local Masters Games participants was undertaken. Semi-structured in-depth interviews were conducted with 20 non-local competitors prior to their participation in the 2005 Australian Masters Games. The data revealed that this category of participant may be particularly motivated by competition, extrinsic-achievement, socialising, camaraderie and athletic-identity. In addition, analysis revealed that the travel feature of this experience has a positive influence on the strength of each motive identified. These findings not only provide valuable information for Masters Games organisers but also contribute towards a better understanding of the competitive active sport tourist.

An exploratory investigation into e-tail image attributes important to repeat, internet savvy customers

Abstract This paper offers results from an exploratory study investigating e-tail store image attributes important to repeat, internet savvy customers of a major Australian grocery e-tailer. The study was undertaken in response to a perceived need on the part of the e-tailer for a better understanding of how image operated on-line, and a review of extant literature which indicated that while retail store image in traditional bricks-and-mortar environments had been extensively investigated; limited empirical work involving consumers had been undertaken within the e-tail environment. Three components incorporating traditional and e-tail specific attributes were identified; core demands, institutional factors and information.

Relationship benefits: conceptualization and measurement in a business-to-business environment

This article offers both a conceptually valid measure of the relationship benefits derived from the relationship marketing, networks, services marketing and strategy literature and demonstrates the concept’s effect on business-to-business bonds. Four types of relationship benefit labelled cost, service, flexibility and image benefits are identified and their measures tested for reliability and validity. A structural model incorporating associations between a second-order relationship benefits construct and other salient relationship concepts is also tested, with significant direct associations between relationship benefits, trust and relationship investments evident, together with indirect associations between relationship benefits and instrumental, affective and normative commitment, absence of conflict, acquiescence, satisfaction and switching. The article calls for further refinement of the concept and evaluation of its associations in other contexts and in light of noted shortcomings in the literature.

The function and character of relationship benefits: transferring capabilities and resources to the small firm

Purpose – This paper aims to critique the foundations of the relationship benefits concept and develop a theoretical model that is tested and validated.Design/methodology/approach – A series of exploratory in‐depth interviews were initially conducted and the results considered against extant literature. This was followed by a mail survey of the selected population that resulted in 254 usable responses that represented an effective response rate of 21.4 per cent.Findings – The findings demonstrate that relationship benefits sought by small firms collaborating with larger partners can be classified as cost, service, image and flexibility benefits and suggest that their transfer can facilitate improved small firm competitiveness by building capabilities and resources. It is concluded that this classification of relationship benefits provides a clearer understanding of how value is transferred to small firms engaged in rich and deep relationships.Originality/value – The classification presented in this paper ...

The Value of Codesign: The Effect of Customer Involvement in Service Design Teams

Codesign allows a design team to combine two sets of knowledge that are key to service design: Customer insights into latent user needs and in-house professionals’ conversion of promising new ideas into viable concepts. While some studies highlight the potential of codesign, others are more skeptical pointing to a lack of clarity over how the involvement of customers affects the design process and outcomes. This article addresses this knowledge gap by reporting on a real-world comparison of design concepts generated by codesign teams with those generated by an in-house professional team and a team solely made up of users in the course of a library service ideation contest. The comparison indicates that codesign teams generate concepts that score significantly higher in user benefit and novelty but lower in feasibility. However, these outcomes are only possible in cohesive teams that develop design concepts collaboratively. In contrast, in teams where individuals dominate, conflict, less collaboration, and diminished innovation outcomes are more likely. The findings add to a better understanding of the value of codesign and shed light on the complex relationship between design team composition, intrateam factors, and innovation outcomes. Service designers obtain recommendations for selecting customers, assembling teams, and managing intrateam dynamics to enhance codesign success.

Measuring Service Quality in a Corporatised Public Sector Environment

ABSTRACT Using a modified SERVQUAL scale, this paper measures perceived service quality in a corporatised public sector environment. Five factors were identified: personalised proficiency, empathic professionalism, reliability, tangibles and access; explaining 61% of overall variance. Further analysis using multiple regression also indicated that 45% of the variability in customer satisfaction and 43% of the variability in overall service quality was explained by the five factors. The research was conducted in response to calls for the application of this measure and following a review of extant literature that indicated the limited number of studies undertaken within the public sector that assessed service quality.

Facilitating knowledge management through filtered big data: SME competitiveness in an agri-food sector

This paper aims to critique a facilitated knowledge management (KM) process that utilises filtered big data and, specifically, the process effectiveness in overcoming barriers to small and medium-sized enterprises’ (SMEs’) use of big data, the processes enablement of SME engagement with and use of big data and the process effect on SME competitiveness within an agri-food sector.,From 300 participant firms, SME owner-managers representing seven longitudinal case studies were contacted by the facilitator at least once-monthly over six months.,Results indicate that explicit and tacit knowledge can be enhanced when SMEs have access to a facilitated programme that analyses, packages and explains big data consumer analytics captured by a large pillar firm in a food network. Additionally, big data and knowledge are mutually exclusive unless effective KM processes are implemented. Several barriers to knowledge acquisition and application stem from SME resource limitations, strategic orientation and asymmetrical power relationships within a network.,By using Dunnhumby data, this study captured the impact of only one form of big data, consumer analytics. However, this is a significant data set for SME agri-food businesses. Additionally, although the SMEs were based in only one UK region, Northern Ireland, there is wide scope for future research across multiple UK regions with the same Dunnhumby data set.,The study demonstrates the potential relevance of big data to SMEs’ activities and developments, explicitly identifying that realising this potential requires the data to be filtered and presented as market-relevant information that engages SMEs, recognises relationship dynamics and supports learning through feedback and two-way dialogue. This is the first study that empirically analyses filtered big data and SME competitiveness. The examination of relationship dynamics also overcomes existing literature limitations where SMEs’ constraints are seen as the prime factor restricting knowledge transfer.