Thorsten Gruber

The desired teaching qualities of lecturers in higher education: a means end analysis

Purpose – The purpose of this research is to aim to develop a deeper understanding of the teaching qualities of effective lecturers that students desire and to uncover the constructs that underlie these desire expectations and reveal the underlying benefits for which students look.Design/methodology/approach – A semi‐standardized qualitative technique called laddering was applied that allows researchers to reach deeper levels of reality and to reveal the reasons behind the reasons. The study was conducted amongst teacher education students at a large German University of Education and laddering questionnaires were handed out to 53 students enrolled in a business management course.Findings – The exploratory study gave a valuable first insight into the desired qualities of lecturers. In particular, the study results indicate that students want lecturers to be knowledgeable, enthusiastic, approachable, and friendly. Students predominantly want to encounter valuable teaching experiences to be able to pass tes...

The iPod phenomenon: identifying a market leader's secrets through qualitative marketing research

Purpose – The aim of this paper is to explore the potential for learning from customers of a market leader through qualitative marketing research.Design/methodology/approach – The paper presents findings from a study that applies a combination of quantitative and qualitative research methods. An online variation of an existing qualitative research method is proposed.Findings – The results suggest that the proposed method can be transferred successfully to an online environment and combines the effectiveness of qualitative research with the efficiency of quantitative research.Research limitations/implications – A general problem with online research is that it excludes all individuals who are not online. Moreover, the results are limited by the nature of the sample, which only includes German‐speaking respondents. Finally, further research should investigate the differences in depth between responses of online‐ and offline‐conducted interviews.Practical implications – Offers a relatively inexpensive yet ef...

Handling customer complaints effectively: A comparison of the value maps of female and male complainants

Purpose – This paper seeks to explore the nature of complaint satisfaction with particular emphasis on the qualities and behaviours that male and female customers value during personal complaint‐handling service encounters.Design/methodology/approach – A semi‐standardized qualitative technique called laddering was used to reveal the cognitive structures of complaining female and male customers. In total, 40 laddering interviews with 21 female and 19 male respondents with complaining experience were conducted.Findings – The research indicates that being taken seriously in the complaint encounter together with the employees competence, friendliness and active listening skills are particularly important for both male and female complainants. Females were more able than male respondents to develop strong associations on the highest level of abstraction and linked desired employee behaviors with several values. Female customers tended to be more emotionally involved than male customers as they wanted employee...

The Desired Qualities of Customer Contact Employees in Complaint Handling Encounters

This paper explores the nature of complaint satisfaction with a particular emphasis on the qualities and behaviours that affect customers during the personal complaint handling encounter. The paper reviews the literature on complaint satisfaction and the role of the contact employee in the complaint encounter. An empirical study using the means-end approach and the paper-and-pencil version of the laddering technique provides a deeper understanding of attributes of effective customer contact employees and reveals the underlying benefits that complainants look for. The research indicates that complainants want contact employees to give positive nonverbal signals, to have sufficient product (service) knowledge and the authority to handle their problems adequately. They also want employees to be willing to try hard and spare no effort. Customers think that if employees take them seriously, this will lead to a problem solution and feelings of satisfaction. The paper concludes with suggestions to managers to introduce and improve active complaint management and reviews the limitations of the research method.

Designing and conducting online interviews to investigate interesting consumer phenomena

Purpose – The purpose of this paper is to thoroughly explain how qualitative researchers can design and conduct online interviews to investigate interesting consumer phenomena.Design/methodology/approach – A semi‐standardized qualitative technique called laddering was applied successfully to an online environment. Laddering allows researchers to reach deeper levels of reality and to reveal the reasons behind the reasons. A web survey that included an opinion leadership scale filled in by 2,472 people served as a springboard for identifying possible participants for the online laddering interviews. In total, 22 online interviews were conducted with opinion leaders in the specific product field of digital music players such as Apples iPod.Findings – Conducting online interviews enabled information to be gathered from an interesting group of respondents that would have been difficult to contact otherwise. The whole online interviewing process was convenient for respondents who did not have to leave their ho...

Analyzing Customer Experience Feedback Using Text Mining A Linguistics-Based Approach

Complexity surrounding the holistic nature of customer experience has made measuring customer perceptions of interactive service experiences challenging. At the same time, advances in technology and changes in methods for collecting explicit customer feedback are generating increasing volumes of unstructured textual data, making it difficult for managers to analyze and interpret this information. Consequently, text mining, a method enabling automatic extraction of information from textual data, is gaining in popularity. However, this method has performed below expectations in terms of depth of analysis of customer experience feedback and accuracy. In this study, we advance linguistics-based text mining modeling to inform the process of developing an improved framework. The proposed framework incorporates important elements of customer experience, service methodologies, and theories such as cocreation processes, interactions, and context. This more holistic approach for analyzing feedback facilitates a deeper analysis of customer feedback experiences, by encompassing three value creation elements: activities, resources, and context (ARC). Empirical results show that the ARC framework facilitates the development of a text mining model for analysis of customer textual feedback that enables companies to assess the impact of interactive service processes on customer experiences. The proposed text mining model shows high accuracy levels and provides flexibility through training. As such, it can evolve to account for changing contexts over time and be deployed across different (service) business domains; we term it an “open learning” model. The ability to timely assess customer experience feedback represents a prerequisite for successful cocreation processes in a service environment.

Understanding the characteristics of effective professors: the student's perspective

Increasingly, higher education institutions are realising that higher education could be regarded as a business-like service industry and they are beginning to focus more on meeting or even exceeding the needs of their students. Recent research findings suggest that the factors that create student satisfaction with teaching (‘teaching satisfiers’) may be qualitatively differently from the factors that create dissatisfaction with teaching. Thus, this research uses the Kano methodology to reveal the characteristics of professors that students take for granted (‘Must-be factors’) and that have the potential to delight them (‘Excitement factors’). Kano questionnaires containing 19 attributes of effective professors taken from previous studies and focus group discussions were handed out in two marketing courses to 63 postgraduate students enrolled in a service marketing course. The Kano results corroborate previous US findings that revealed the importance of personality in general and support studies that stress the importance of professors creating rapport with their students in particular.

Academic sell-out: how an obsession with metrics and rankings is damaging academia

Increasingly, academics have to demonstrate that their research has academic impact. Universities normally use journal rankings and journal impact factors to assess the research impact of individual academics. More recently, citation counts for individual articles and the h-index have also been used to measure the academic impact of academics. There are, however, several serious problems with relying on journal rankings, journal impact factors and citation counts. For example, articles without any impact may be published in highly ranked journals or journals with high impact factor, whereas articles with high impact could be published in lower ranked journals or journals with low impact factor. Citation counts can also be easily gamed and manipulated, and the h-index disadvantages early career academics. This paper discusses these and several other problems and suggests alternatives such as post-publication peer review and open-access journals.

Developing a deeper understanding of the attributes of effective customer contact employees in personal complaint‐handling encounters

Purpose – The purpose of this paper is to explore the nature of complaint satisfaction, specifically to examine how contact employees should behave and which qualities they should possess. The study also aims to explore the comparability of results obtained from two laddering methods, as the alternative techniques may lead to different sets of attributes.Design/methodology/approach – An exploratory study using the means‐end approach and two laddering techniques (personal interviews and questionnaires) was conducted.Findings – While the personal interviews produced more depth in understanding, the results of the two laddering methods are broadly similar. The research indicates that being taken seriously in the complaint encounter and the employees listening skills and competence are particularly important.Research limitations/implications – Owing to the exploratory nature of the study and the scope and size of its student sample, the results outlined are tentative in nature.Practical implications – If com...

Billions of impoverished people deserve to be better served: A call to action for the service research community

Purpose – The purpose of this paper is to create a movement within the service research community that aspires to help the billions of impoverished people across the world achieve better service from each other, from their communities, from corporations, from their governments, and from nongovernmental organizations. The authors believe every human being is worthy of being served properly. To achieve this purpose, understanding and learning from this huge low-income segment of society known as the base of the pyramid (BoP) is essential. There are myths about the BoP that need to be dispelled and there is a fundamental lack of service research on this important problem. Design/methodology/approach – The existence of an extensive BoP literature combined with service research priorities has called attention to drafting research agendas. Human service systems are explored historically and systems theory provides a perspective for understanding and reducing poverty. Transformative service research, service des...