Thomas L. Baker

An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions

Abstract Service quality and customer satisfaction are widely recognized as key influences in the formation of consumers purchase intentions in service environments. However, a review of the existing literature suggests that the specific nature of the relationship between these important constructs in the determination of consumers purchase intentions continues to elude marketing scholars (c.f. Bitner and Hubbert 1994; Bolton and Drew 1994; Gronroos 1993; Rust and Oliver 1994). The study reported here was designed to aid in the understanding of these relationships by empirically assessing the nature of the relationship between service quality and consumer satisfaction in the formation of consumers purchase intentions across four unique service industries. The results of the current research, coupled with the weight of the evidence in the emerging services literature, suggest that consumer satisfaction is best described as moderating the service quality/purchase intention relationship. The managerial and research implications of the reported study are also discussed.

Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events

As we continue to enjoy economic growth and development in the latter part of the twentieth century, there is an abundance of disposable income for consumers to spend. Americans are spending more and more of these dollars in leisure activities. However, relatively little is known about which factors influence consumers’ behavioral intentions (i.e., loyalty, word of mouth, willingness to pay a price premium) in this area. It appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from investigating the relationships between the physical environment (i.e., servicescape) and several other key service constructs (i.e., positive effect, enduring involvement, service quality, waiting time, and value) on consumer behavioral intentions. With a better understanding of the servicescape’s role in consumers’ purchase decision processes, practitioners should be able to make adjustments in their marketing plans that should help to provide them with a sustainable advantage over their competition. This paper is intended to expand our understanding of how the servicescape influences behavioral intentions. A model is developed and tested on a sample of sporting event customers. The results support the model and lead to some interesting managerial implications. D 2002 Elsevier Science Inc. All rights reserved.

The impact of suppliers' perceptions of reseller market orientation on key relationship constructs

A number of researchers have reported the positive benefits of creating and maintaining a market orientation. This study is one of the first to explicitly investigate the effects of market orientation within a channel context. It is proposed that a suppliers perceptions of a resellers market orientation will positively affect the suppliers perceptions of certain key relationship marketing constructs. Data collected from 380 suppliers were used to test the hypotheses. All hypotheses were supported.

A Model of Value Creation: Supplier Behaviors and Their Impact on Reseller-Perceived Value

Abstract Academicians have long recognized that channel partners can create real value for one another, yet almost no research has been conducted to examine how value is created for a channel partner or what consequences accrue to the channel partners. The purpose of this research is to develop a conceptual framework of determinants and effects of value creation. The model begins by describing market-oriented behaviors that evoke supplier activities and behaviors designed to create value for the reseller. The framework concludes with likely consequences of reseller-perceived value and moderating effects.

Preliminary evidence on the composition of relational exchange and its outcomes: the distributor perspective

Abstract This research conceptualizes relational exchange and its likely outcomes, and provides substantiating empirical evidence from the distributor perspective. The evidence provided by this analysis supports the operationalization of relational exchange as a second-order factor composed of perceptions of customer orientation, perceptions of supplier investment, and perceptions of supplier communication. Further, non-economic satisfaction with the relationship and trust leading to commitment are identified and substantiated as relational exchange outcomes, as previously proposed by theorists.

The Effect of Introducing a New Brand on Consumer Perceptions of Current Brand Similarity: The Roles of Product Knowledge and Involvement

This study examines how the introduction of a new and differing brand may significantly impact similarity perceptions consumers have concerning existing brands. A total of 192 students participated in an experimental study in which the presence or absence and the level of desirability of focal attributes were manipulated. In addition, brand, attribute, and experience knowledge as well as involvement were included as moderating variables. Results indicate that the introduction of a new brand which shares an attribute with an existing brand or shares the same level of an attribute with an existing brand will cause that existing brand to be seen as less similar to another existing brand. This is particularly true for low knowledge and high involvement consumers.

Efficacy of Group Projects in Support Skill Acquisition: Student vs. Alumni Perceptions

This paper examines the attitudes that undergraduate marketing majors and marketing alumni have toward group projects. We investigate the extent to which working in student projects has aided both groups acquire certain skills and compare the degree to which these skills are perceived to add value to their future and/or present career development. The findings indicate that alumni attitudes toward group projects are significantly higher and they realize, more than do students, how participating in group projects leads to certain skill acquisition as well as how these skills are salient to ones future career success.

Simultaneous Use of Break-Even and Demand Analysis for Pricing Decisions: A Teaching Method

Abstract Pricing decisions are one of the most important aspects of the process of developing a successful marketing mix. Unfortunately, many students have a difficult time understanding the economics of pricing decisions. This article proposes a method that makes simultaneous use of break-even analysis and demand analysis for teaching about pricing decisions. The strategy has been used in the classroom to provide students with a better understanding of the dynamics of pricing as well as a framework allowing better decisions regarding price in the marketing mix.

Modelling the Effects of Market Orientation on Channel Relationships: A Conceptual Framework

The adoption of market-oriented behaviors by partners engaged in a channel of distribution would appear to allow for the creation of resilient, longer-lasting channel relationships, which in turn, should result in stronger competitive positions. This paper presents a model and pro-positional inventory which integrates market orientation with other channel constructs determined to be important in the creation of long-term dyadic relationships between firms.