Steven A. Taylor

Measuring service quality: A reexamination and extension.

The authors investigate the conceptualization and measurement of service quality and the relationships between service quality, consumer satisfaction, and purchase intentions. A literature review s...

The importance of brand equity to customer loyalty

This study involved a nation‐wide sample of industrial customers of heavy equipment manufacturers. The results suggest that brand equity and trust are consistently the most important antecedents to both behavioral and attitudinal forms of customer loyalty. There is also evidence that the models underlying the formation of behavioral versus attitudinal forms of customer loyalty may vary across research settings. The results suggest that industrial equipment marketers may consider moving beyond a focus on satisfaction in relationship marketing strategies toward integrated strategies that foster brand equity and trust in their customer base as well.

Intention to Engage in Digital Piracy A Conceptual Model and Empirical Test

Digital piracy represents a significant threat to the marketers of digital service products. Industry efforts to attenuate the practice, often deterrent in nature, have largely failed. We propose that one reason for this failure is the absence of a commensurably accepted model of the social psychological foundations underlying digital piracy behaviors. A modified version of Perugini and Bagozzis (2001) Model of Goal Directed Behavior is advocated and empirically validated across both movie and music industry settings for this purpose. The results support the theoretical and empirical efficacy of the proposed model and highlight the importance of attitudes toward the act of digital piracy, the frequency of past digital piracy behaviors, and the motivations and intentions underlying digital piracy. A normative framework is proposed with five actionable recommendations to assist digital service marketers in better addressing digital piracy. The research implications of the reported study are also presented and discussed.

The impact of loyalty with e‐CRM software and e‐services

E‐service is a critical strategic marketing consideration today for many firms, based largely on the promise of more cost‐effective models of self‐service relative to large (and expensive) call centers for technical support and customer service. The rapidly emerging electronic customer relationship management (e‐CRM) industry provides the primary tools for implementing e‐service. Interestingly, the e‐CRM industry faces the same challenges and strategic marketing considerations as their organizational customers, in that they must deliver exceptional service and support to the companies purchasing/using e‐CRM software. A review of organizational mission/vision statements suggests that e‐CRM companies are generally positioning themselves as exemplars of customer satisfaction provision and relationship management. However, recent industry analysis suggests that their organizational customers generally report low to ambivalent ratings on customer satisfaction measures (our study also supports these findings). This discrepancy could be partly attributed to very little empirical inquiry having appeared to date to assess the efficacy of existing relationship marketing theories within this fast‐moving industry. The current study provides an exploratory investigation that looks at the well‐established (in other marketing settings) relative influences of quality, customer satisfaction, and loyalty in the formation of future purchase intentions and word‐of‐mouth behaviors within the e‐CRM industry. Concludes that e‐CRM marketers must first identify means of increasing the overall level of customer satisfaction within their industry, and then begin to consider moving beyond customer satisfaction toward broader loyalty‐based strategic marketing objectives to support their relationship marketing practices. Practitioner and research implications of the reported study are discussed.

Recreational Service Quality in the International Setting

The following study suggests that the recrational services sector represents a growing, yet currently understudied, opportunity in the area of international services marketing. For example, personal consumption expenditures in the United States have increased from

THE* Rules of Stakeholder Satisfaction (* Timeliness, Honesty, Empathy)

50 billion in 1985 to

The Effectiveness of Customer Participation in New Product Development: A Meta-Analysis

246.8 billion in 1988. Parry suggests that European consumers have also been presented with an increasingly eclectic array of recreational alternatives during the last decade.

Student Engagement and Marketing Classes

The results of an exploratory study examining the role of trust in stakeholder satisfaction are reported. Customers, stockholders, and employees of financial institutions were surveyed to identify management behaviors that lead to stakeholder satisfaction. The factors critical to satisfaction across stakeholder groups are the timeliness of communication, the honesty and completeness of the information and the empathy and equity of treatment by management.

Evaluating digital piracy intentions on behaviors

Although the returns of customer participation on new product development (NPD) performance can vary substantially, the current literature lacks a systematic conceptual and empirical integration showing when customer participation is valuable in enhancing NPD performance. Building on knowledge management theory, the authors present a conceptual framework that synthesizes a variety of contingency factors. A meta-analysis empirically examines the moderating effects of contextual factors between customer participation and NPD performance. The analysis reveals that involving customers in the ideation and launch stages of NPD improves new product financial performance directly as well as indirectly through acceleration of time to market, whereas customer participation in the development phase slows down time to market, deteriorating new product financial performance. Furthermore, the benefits of customer participation on NPD performance are greater in technologically turbulent NPD projects, in emerging countries, in low-tech industries, for business customers, and for small firms. The authors discuss several theoretical and managerial implications about when to engage customers in the innovation process.

Assessing the Roles of Service Quality and Customer Satisfaction in the Formation of the Purchase Intentions of Mexican Consumer

A study is reported that investigates the goals underlying undergraduate students’ engagement in their major classes, nonmajor classes, and in extracurricular activities. The qualitative study employs both focus groups and goal-mapping exercises. The results suggest that students tend to focus on utilitarian, attribute-level considerations mainly related to credentialing for purposes of employment. The results are considered from the perspectives of judgment and decision making, learning models, and the emerging service marketing perspective. These model considerations underscore an argument for moving toward models of education delivery focusing on value co-creation instead of the current emphasis on providing value to students. A series of recommendations are offered to help facilitate faculty efforts to increase course engagement, particularly in large-section course offerings. However, the authors ultimately conclude that student engagement with their course-related experiences will best be served in models of value co-creation by a focus on more than intellectual maturity in education. Specifically, an argument is presented for also targeting moral and motivational maturity. The practical and research implications of the study are presented and discussed.