Yuliya V. Yurova

Is there a global multichannel consumer

Purpose – The purpose of this paper is to present a buying process for the multichannel consumer (MCC) that starts at online information search and ends at the offline retail channel and then seeks to determine the universality of such behavior across countries. Design/methodology/approach – A structured questionnaire was administered to MCCs from Russia, Singapore and the USA. The model was estimated using partial least square and country comparisons were conducted with a multi-group analysis. Findings – The empirical results validated the conceptual model. In country comparisons, there is both converging (online information search) and diverging (retail store) MCCs’ behavior exhibiting nuanced differences. Research limitations/implications – Future research should examine values of MCCs at the individual level so as to increase the generalizability of the findings. Practical implications – The convergence of MCCs information search behavior suggests that there is an opportunity for companies to standard...

Using Social Media and Targeted Snowball Sampling to Survey a Hard-to-reach Population: A Case Study

Response rates to the academic surveys used in quantitative research are decreasing and have been for several decades among both individuals and organizations. Given this trend, providing doctoral students an opportunity to complete their dissertations in a timely and cost effective manner may necessitate identifying more innovative and relevant ways to collect data while maintaining appropriate research standards and rigor. The case of a research study is presented which describes the data collection process used to survey a hard-to-reach population. It details the use of social media, in this case LinkedIn, to facilitate the distribution of the web-based survey. A roadmap to illustrate how this data collection process unfolded is presented, as well as several “lessons learned” during this journey. An explanation of the considerations that impacted the sampling design is provided. The goal of this case study is to provide researchers, including doctoral students, with realistic expectations and an awareness of the benefits and risks associated with the use of this method of data collection.

Guiding When the Consumer Is in Control: The Moderating Effect of Adaptive Selling on the Purchase Intention of the Multichannel Consumer

Purpose The purpose of this paper is to investigate the impact of adaptive selling (AS) when “click and brick” in control multichannel consumers (MCCs) encounter in-store salespeople. Design/methodology/approach An online survey was administered to 387 college students from several southeastern colleges in the USA. The study consisted of a single manipulated factor (AS: high vs low) and a second measured factor (degree of MCC search: high vs low). Covariance-based structural equation modeling was selected and analysis was conducted using IBM SPSS AMOS 22.0.0.0. Findings The findings indicate that while perceptions of control in the retail store increase as customers engage in more multichannel search behavior, the path from perceived control (PC) to purchase intention (PI) is also positively affected by AS as multichannel search increases. Practical implications To increase in-store purchases by consumers using the physical location as an information channel, professional sales training, specifically AS skills, should be considered by retail managers for in-store sales personnel. Our findings suggest that salespeople can use AS skills to increase the likelihood of the MCCs’ in-store PI while not reducing their feelings of PC. Originality/value In a time where many marketers struggle with how to combine multichannel retailing efforts effectively, this research confirms that new channels create MCCs who desire control. AS shows promise as a technique for retailers to use when selling to a consumer who values control.

How respondents use verbal and numeric rating scales: a case for rescaling

The dominant practice among researchers is to treat verbal rating scales as interval in nature because of the vast array of analytical techniques that this opens up when it comes to analysis. This practice prevails despite warnings to the contrary that go back over half a century. A similar assumption seems safer when it comes to numeric rating scales. This paper revisits the issue to caution researchers to use only methods appropriate to the level of the data unless the proper rescaling is employed. The change in chi-square technique is developed to supplement rescaling using correspondence analysis, to uncover how scales are used by respondents. These techniques are applied to a sample that uses a verbal scale and three samples that use numeric rating scales. In all cases, the assumption of interval behaviour of the data proves to be a poor one. Rescaling is found to preserve the association among the variables. Strong evidence that rescaling changes the distribution of the variables leading to changes in the meaning of basic descriptive statistics is provided. Further research in this area and in the field of cross-cultural research is suggested.

Employee Turnover in International Brand Hotels in Russia: A Comparison of Nationals and Foreign Nationals

ABSTRACT This empirical study tests the relations between employee turnover and the organizational dimensions of service climate, comparing nationals and foreign nationals in the international brand Russian hotel industry. This study extends the geographic scope of employee turnover to the undertested Russian context. Responses were analyzed using a partial least squares model. Results show that nationals’ and foreign nationals’ responses to model variables diverge. Job insecurity directly affects the turnover intentions of Russian nationals, while its effect for foreign nationals was indirect through organizational commitment and job satisfaction. Compounded indirect effects of turnover antecedents and service climate dimensions are also examined and discussed.

Individual adoption of HR analytics: a fine grained view of the early stages leading to adoption

Abstract High performing organizations are using analytics for evidence-based decision-making. However, the human resource (HR) function in many organizations has been slow to adopt this innovation. This study applies innovation theory, informed by the Theory of Planned Behavior (TPB), to examine the individual’s decision to adopt HR Analytics in an effort to identify why the adoption rate is lagging. We examined early stages of the individual decision process beginning from Stage 1 (knowledge) and leading to Stage 3, (the decision) to adopt or not to adopt the innovation. We found several points in the process that can act as barriers or facilitators. Organizations and champions of this innovation wishing to facilitate HR analytics adoption can take action to remove as many of these barriers to the individual’s decision as possible. Further research should focus on the best way to remove these barriers.

Using the Sales Process as an Instructional Tool to Improve Student Perceptions of Instructor Responsiveness, Pedagogical Affect, and Likelihood to Enroll: An Abstract

This research explores the communication-centered commonalities of selling and teaching. A conceptual model positing professor used selling activities of prospecting and follow-up positively impact student perceptions of instructor responsiveness, pedagogical affect, and likelihood to enroll is empirically tested. Modality type, professor communication style, and timing of appeal are shown to have moderating effects, indicating that selling activities can be beneficial across course formats, before or during a class, and virtually or in person. Using a scenario methodology with a sample of 274 online and ground students, results show promise for educators using selling activities as a communication tool in any subject.

Strategic competition in healthcare information services: an economic analysis

We investigate the investment practices and competitive strategies of a number of providers in the market for healthcare information services that have survived a volatile inception period to achieve some degree of revenue sustainability. We find that these firms continuously broaden and enhance their product lines by leveraging highly mobile and fungible digital resources and capabilities. In particular, we show that investments of a focal firm in organisational networks create higher switching costs relative to those in public networks, therefore, making revenue generation more sustainable. Our findings suggest that healthcare information providers pursue two key strategies to expand their economies of scope and scale. They first rely on complementarities among their internal resources in order to find new uses for existing products. M&A investments in external resources are primarily used when these firms intend to create new product offerings outside of their current capabilities.