Today we identify service articles published in Marketing, Management, Operations, Productions, Information Systems & Practioner-oriented Journals in the last month.
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Overgoor, G., M. Chica, W. Rand and A. Weishampel (2019): Letting the Computers Take Over: Using AI to Solve Marketing Problems, California Management Review, 61(4), pp.156-185
Artificial intelligence (AI) has proven to be useful in many applications from automating cars to providing customer service responses. However, though many firms want to take advantage of AI to improve marketing, they lack a process by which to execute a Marketing AI project. This article discusses the use of AI to provide support for marketing decisions. Based on the established Cross-Industry Standard Process for Data Mining (CRISP-DM) framework, it creates a process for managers to use when executing a Marketing AI project and discusses issues that might arise. It explores how this framework was used to develop three cutting-edge Marketing AI applications.
Link: http://dx.doi.org/10.1177/0008125619859318 [Google]
(2019): How Necessary Is the Human Touch?, Harvard Business Review, 97(4), pp.28-28
The article discusses the effect that human customer service has on reducing customer anxiety and increasing consumer confidence in their investments, including within the context of market conditions, referencing a working paper by Michelle A. Shell and Ryan W. Buell.
Link: http://dx.doi.org/ [Google]
Rafaeli, A., S. Ashtar and D. Altman (2019): Digital Traces: New Data, Resources, and Tools for Psychological-Science Research, Current Directions in Psychological Science, (), pp.9.6372141986e+14
New technologies create and archive digital traces?records of people?s behavior?that can supplement and enrich psychological research. Digital traces offer psychological-science researchers novel, large-scale data (which reflect people?s actual behaviors), rapidly collected and analyzed by new tools. We promote the integration of digital-traces data into psychological science, suggesting that it can enrich and overcome limitations of current research. In this article, we review helpful data sources, tools, and resources and discuss challenges associated with using digital traces in psychological research. Our review positions digital-traces research as complementary to traditional psychological-research methods and as offering the potential to enrich insights on human psychology.
Link: http://dx.doi.org/10.1177/0963721419861410 [Google]
Hollebeek, L. D. (2019): Developing business customer engagement through social media engagement-platforms: An integrative S-D logic/RBV-informed model, Industrial Marketing Management, 81(), pp.89-98
While the service-dominant logic-informed nature of customer engagement in social media has been recognized in business-to-consumer contexts, little is known regarding this theoretical interface in business-to-business (B2B) settings. Insight into business customer engagement (BCE), as expressed through social media and/or other B2B engagement-platforms (e.g. trade shows) and its S-D logic-based antecedents and consequences thus remains limited. Based on the observed gap, this paper integrates the theoretical entities of BCE, B2B social media engagement-platforms, and S-D logic and through its analyses, uncovers the related importance of the resource-based view (RBV) in affecting this association. An integrative S-D logic/RBV-informed model is developed, where BCE denotes an industrial customer’s investment of operant/operand resources in supplier interactions via particular B2B engagement-platforms, including social media. The model considers business customer actors and resources in driving business customer resource integration, business customer resource integration effectiveness, and business customer resource integration efficiency, which act as BCE antecedents that extend to coincide with BCE. BCE, in turn, triggers business customer cocreation and relationship productivity, which subsequently, contribute to business customer relationship quality and ultimately, supplier performance. A set of research propositions is derived from the model, which serves as a useful guide for further research. Managerial implications focused on B2B social media marketing are discussed, before we conclude with an overview of research limitations and future research directions. • Little is known about CE with focal B2B engagement-platforms (e.g. social media). • Based on SDL/RBV, we develop Business Customer Engagement (BCE). • BCE is expressed via focal engagement-platforms; our focus being on social media. • A model/research proposition of BCE, and its key drivers/outcomes, is proposed. • Theoretical and managerial implications arising from our analyses are discussed.
Link: http://dx.doi.org/10.1016/j.indmarman.2017.11.016 [Google]
Leek, S., D. Houghton and L. Canning (2019): Twitter and behavioral engagement in the healthcare sector: An examination of product and service companies, Industrial Marketing Management, 81(), pp.115-129
This paper examines Twitter use by product and service companies in the healthcare sector. This four company study aims to identify the type of content posted in Twitter that drives engagement in terms of likes, retweets and comments. A sample of 838 tweets were thematically coded as to the perceived tweet function. The tweets were analyzed to determine whether the function was significantly associated with greater or lesser engagement. Linguistic content of the tweets was then analyzed using LIWC to determine the type of content associated with greater engagement. Results suggest that company type (product vs. service) and tweet function influence the degree of engagement. Engagement also differed significantly based on the linguistic content of messages, such that word categories associated with greater engagement were identified. Thus, to drive greater engagement with a wider network, the business marketer should consider the nature of the company as well as the function and linguistic content of messages posted to Twitter. • Service companies’ tweets obtained more likes and comments than product companies. • Retweets had the highest level of behavioral engagement. • Specific types of tweets differ in behavioral engagement i.e., likes and comments for services and products. • Specific tweet types for services and products differed linguistically in eliciting behavioral engagement i.e., likes. • Behavioral engagement i.e. comments and retweets were differentially evoked by certain linguistic characteristics.
Link: http://dx.doi.org/10.1016/j.indmarman.2017.10.009 [Google]
Makkonen, H., M. Saarikorpi and R. Rajala (2019): A transition from goods-dominant to service-dominant exchange logic in a B2B relationship: A relationship positioning perspective, Industrial Marketing Management, 81(), pp.65-77
The study complements the dominant interpretations of positioning in marketing management research by introducing a relational perspective on positioning in the industrial markets. Instead of focusing on products, brand, or company image only, the study focuses on the exchange logic of the relationship. The study suggests that exchange logic of the relationship i.e. relationship logic comprises a fundamental unit of positioning in the industrial markets. Accordingly, the study defines that relationship logic stems from the dynamics of the action, structural and management dimensions that integrate the buyer and supplier organizations into their mutual relationship. Through a longitudinal empirical study of a relationship between buyer and supplier companies in the food service industry, we show how the relationship has been repositioned from goods-dominant to service-dominant relationship logic. The results reveal elements on the action and structural dimensions, their mutual dynamics and managerial reframing actions that catalyze changes in the relationship logic, i.e., reposit the relationship. The results are organized into a framework that delineates the relationship positioning dimensions, and discusses the implications of such relationship positioning to guide further academic research and managerial practice. • The study contributes in defining positioning in a B2B relationship. • Exchange logic in a relationship i.e. relationship logic is the fundamental object of positioning in a B2B relationship. • Relationship logic stems from the dynamics of the action, structure, and management dimensions of relationship. • Dynamics regarding the relationship dimensions causes relationship transition i.e. a shift in relationship logic. • The study introduces an integrative framework on positioning to guide further academic research and managerial practice.
Link: http://dx.doi.org/10.1016/j.indmarman.2019.04.014 [Google]
McColl, R., Y. Truong and A. La Rocca (2019): Service guarantees as a base for positioning in B2B, Industrial Marketing Management, 81(), pp.78-86
Research in marketing has shown that service guarantees can contribute to gaining a competitive advantage. However, studies of perceived benefits have mostly been investigated in a consumer marketing context while prior research in B2B has been limited. Given the peculiarities of B2B marketing we investigate the value of service guarantees for industrial customers. We report findings from two studies of attitudes to service guarantees and their effects on purchase intentions and customers’ willingness to pay a price premium. Our findings based on conjoint analysis show that service guarantees can deliver added value to B2B customers with implications for positioning strategies. Buyers in B2B markets are encouraged to consider the potential positioning effects of service guarantees for their organization. • Service guarantees in b2b can add value to an offering, impacting on positioning. • Buyers are prepared to pay a 50% price premium for a guaranteed service. • B2B relationships present unique challenges in designing service guarantees.
Link: http://dx.doi.org/10.1016/j.indmarman.2018.11.015 [Google]
Panda, S., A. K. Paswan and S. P. Mishra (2019): Impact of positioning strategies on franchise fee structure, Industrial Marketing Management, 81(), pp.30-39
Despite its importance, positioning has not received due attention in the business-to-business (B2B) context. Using franchising as the B2B context, this study identifies the positioning strategies employed by franchisors and investigates their relationship with the franchise fee structure, i.e. upfront fee and royalty rate. Content analysis of 100 franchisor websites (Study I) reveals three broad types of positioning strategies used – reliability (signaled by franchising experience, network size, internationalization and ownership percentage), service orientation (signaled by classroom and on-the-job training, and support), and selectivity (signaled by franchisee net worth). Next, using data for 1234 US franchisors (Study II) this study finds that both upfront fee and royalty rate are positively associated with network size, classroom and on-the-job training; and negatively with franchising experience and support services. In addition, internationalization is positively associated with only royalty rate; and ownership percentage and franchisee net-worth are negatively associated with only upfront fees. This study extends B2B positioning literature by offering a typology of brand positioning strategies and evidence that positioning strategies influence price premiums. • This study focuses on B2B positioning in the franchising context • Franchisors use three types of positioning strategies – a) Reliability b) Service Orientation c) Selectivity • Franchisors charge premium fees from franchisees by highlighting certain elements of their positioning strategies
Link: http://dx.doi.org/10.1016/j.indmarman.2018.10.001 [Google]
Shih, T. and L. Aaboen (2019): The network mediation of an incubator: How does it enable or constrain the development of incubator firms’ business networks?, Industrial Marketing Management, 80(), pp.126-138
Incubators are organisations or structures that usually offer five types of services in order to accelerate start-up development: access to physical resources, administrative services, access to financial resources, assistance with start-up procedures and access to networks. The aim of the present paper is to investigate the mediating role of the incubator. More specifically, it examines how the incubator’s mediation is related to incubator firms’ development of broader business networks. The primary data comprised 34 face-to-face interviews with 19 respondents from an incubator and its incubator firms and with other actors with which the incubator had a relationship. The paper offers three conclusions concerning how the network horizon influences the incubator’s capacity to mediate relationships, the necessity for incubator firms to be proactive in order to utilise the mediation activities of the incubator and the influence of public-funding agencies in the development of incubator firms, which is based on their role as third actors in connected business relationships. • The aim of the paper is to investigate the mediating role of the incubator. • The IMP approach is used to study how the incubator’s mediation affects the firms’ development of business networks. • First the paper finds that the network horizon influences the incubator’s capacity to mediate relationships. • Second, a start-up needs to be proactive in order to utilise the mediation activities of the incubator. • Third, public-funding agencies influence start-ups by serving as third actors in connected business relationships.
Link: http://dx.doi.org/10.1016/j.indmarman.2017.12.002 [Google]
Wang, W.-L., E. C. Malthouse, B. Calder and E. Uzunoglu (2019): B2B content marketing for professional services: In-person versus digital contacts, Industrial Marketing Management, 81(), pp.160-168
We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be in-person events such as conferences, which involve personal contacts with clients, or digital, such as webinars (i.e., digital events) or posting firm-generated content on branded websites (i.e., digital content). Fitting random-effects negative binomial regression models with four years of panel data from a large, international, consulting service provider, we show that the number of sales leads and won opportunities from its key accounts are positively affected by the frequency of an account’s employees attending digital events and consuming digital content, but not in-person events. Moreover, we find that CM affects sales leads for both low- and high-level account employees. These findings suggest that CM can be effective in bringing sales leads and won opportunities to B2B professional service providers and can play a complementary role to the existing sales force. • B2B content marketing for professional service providers is discussed. • Engagement with content marketing activities positively affects lead generation. • Only engagements with digital events or digital content have positive effects. • Job titles of employees who engage with digital events moderate the main effect.
Link: http://dx.doi.org/10.1016/j.indmarman.2017.11.006 [Google]
Williams, Z., J. E. Lueg, T. Hancock and S. P. Goffnett (2019): Positioning through B2B carrier signals: Understanding how service quality is communicated via websites, Industrial Marketing Management, 81(), pp.54-64
Today’s marketplace requires B2B motor carriers to connect with shippers in salient ways. To accomplish this, B2B carriers communicate signals of service quality in order to position themselves uniquely from the competition. Signaling theory describes how inequity in information between parties is filled by sending signals to convey missing information (Spence, 1973). Signaling theory was used as a foundation to investigate information used by B2B carriers to signal service quality and create positioning strategies. Results of a content analysis of 490 B2B motor carrier websites for signals of 12 dimensions of service quality are used to develop a typology of U.S. B2B motor carriers. These are: Minimalist , User-Friendly , and Safety First. Associations with firm revenues, firm size, credit score, and number of NAICS codes used are discussed along with implications. • Motor carriers signal the marketplace through communicating service quality attributes via their websites. • Motor carriers operating in the B2B market use a variety of service quality signals to position themselves. • Three different types of service quality positioning strategies used by motor carriers were identified.
Link: http://dx.doi.org/10.1016/j.indmarman.2018.09.007 [Google]
Imhof, G. and P. Klaus (2019): The dawn of traditional CX metrics? Examining satisfaction, EXQ, and WAR, International Journal of Market Research, (), pp.1.4707853198e+15
Customer experience (CX) has evolved into a top priority of business executives worldwide. CX is a key determinant of long-term corporate success. CX research has become commonplace among academics and marketing practitioners alike. Despite CX?s omnipresence, scholars and managers cannot agree on the meaning, foundations of CX, and develop enough evidence and tools to demonstrate CX?s crucial link to firm performance. Many argue that market researchers, by still relying on proxy measurements of CX, such as service quality, customer satisfaction, or the Net-Promoter-Score, all measurements with very little or no link to consumer behavior, are to be partially blamed for this predicament. As a result, there is a growing need for new, more comprehensive measurements built to understand the CX as main driver of consumer behavior. Scholars try to address this need by offering new measures, such as CX quality (EXQ), and the wallet allocation rule (WAR). The goal of our article is to use one of the most used measurements, customer satisfaction, in comparison with EXQ and WAR to determine which one of them can explain and predict consumer behavior best. Behavior is measured by examining the share-of-category of customers with multiple automobiles. The study highlighted that CX is a far better predictor of consumer behavior than customer satisfaction. Indeed, it provides more insight and a stronger explanatory power of consumers? share-of-wallet (SoW). The findings confirmed that customer satisfaction has a weak influence on share-of-category. We could not confirm the proposed powerful correlation between share-of-category and the WAR. The most interesting finding is that the direct relationship between CX and SoW is negative in nature. We discuss the reasons for this counterintuitive result and its implication for theory, managers, and market researchers.
Link: http://dx.doi.org/10.1177/1470785319848955 [Google]
Klaus, P. P. (2019): Customer experience, not brands will be on the iron throne, International Journal of Market Research, (), pp.1.4707853199e+15
The author will challenge the ancient ?brand-related? thinking, submitting that somehow companies are still in control of what consumers think or even how customers act. As a counterproposition, the author highlights that the only thing companies can manage these days are the experiences customers have with them and their offerings. Supported by our research, I propose to end the chicken-and-egg question of if brands drive the customer experience which is (how CX), or vice versa. I suggest researching the only thing that matters, how CX offerings, and how CX influences the way customer search, collect, and evaluate information and behave. This proposition leads into the implications for the market research community and CX management.
Link: http://dx.doi.org/10.1177/1470785319858570 [Google]
Khuntia, J., A. Kathuria, T. J. V. Saldanha and B. R. Konsynski (2019): Benefits of IT-Enabled Flexibilities for Foreign versus Local Firms in Emerging Economies, Journal of Management Information Systems, 36(3), pp.855-892
Emerging economies present attractive opportunities to foreign firms. However, internationalization risk faced by foreign firms can have significant implications for their performance relative to local firms. Information Technology (IT) and IT-enabled capabilities help firms overcome internationalization risk and compete globally. Marketing Capability and Relational Capability also mitigate this risk through access to information related to markets and the business environment. We examine how foreign firms and local firms compare in leveraging synergies between such IT and firm capabilities. We focus on two kinds of IT-enabled capabilities: IT-enabled Flexibility in Customer Services, and IT-enabled Flexibility in Partner Services, and develop hypotheses for their complementary effects with Marketing Capability and Relational Capability respectively, to positively influence firm performance. We then draw on the firm-specific advantages framework to argue that foreign firms face a comparative disadvantage relative to local firms in leveraging the synergy between IT-enabled Flexibility in Customer Services and Marketing Capability. In contrast, foreign firms enjoy a comparative advantage relative to local firms in leveraging the synergy between IT-enabled Flexibility in Partner Services and Relational Capability. Empirical analysis using matched-pair survey and secondary data of 182 foreign and local firms in India supports our hypotheses. Our findings highlight important differences in how foreign and local firms benefit from IT, thus contributing towards a better understanding of how context and contingencies influence IT implications in emerging economies.
Link: http://dx.doi.org/10.1080/07421222.2019.1628906 [Google]
