{"id":4324,"date":"2017-01-25T22:23:23","date_gmt":"2017-01-26T03:23:23","guid":{"rendered":"http:\/\/www.servsig.org\/wordpress\/?p=4324"},"modified":"2017-01-25T22:23:23","modified_gmt":"2017-01-26T03:23:23","slug":"does-that-free-bottled-water-pay-off","status":"publish","type":"post","link":"https:\/\/www.servsig.org\/wordpress\/2017\/01\/does-that-free-bottled-water-pay-off\/","title":{"rendered":"Does That Free Bottled Water Pay Off?"},"content":{"rendered":"<p><em>Submitted by:\u00a0Recently Rebecca Hamilton, Roland Rust, Michel Wedel and Chekitan Dev<\/em><\/p>\n<p>Service providers often provide extra goodies (amenities) to try to satisfy their customers and differentiate themselves from their competitors.\u00a0\u00a0How can they tell whether those extras pay off?\u00a0\u00a0Recently <strong>Rebecca Hamilton, Roland Rust, Michel Wedel <\/strong>and<strong> Chekitan Dev<\/strong> conducted a large-scale study in conjunction with a major hotel chain.\u00a0\u00a0They built an ROI model for service amenities and tested it across many hotel brands and properties, examining the ROI of free bottled water, fitness centers and wifi.\u00a0\u00a0The bottom line from their study is that sometimes giving away free stuff can be surprisingly profitable, often providing a substantial ROI from the initial investment and ongoing costs in less than a year.<\/p>\n<p>An academic article (Hamilton, Rust, Wedel &amp; Dev 2017) appears in the February 2017 issue of the\u00a0<em>Journal of Marketing Research<\/em>.\u00a0\u00a0A managerial article describing the study in a way more accessible to a general readership (Hamilton, Rust &amp; Dev 2017), appears in the Winter 2017 issue of the\u00a0<em>MIT Sloan Management Review<\/em>.<\/p>\n<p><a href=\"http:\/\/www.servsig.org\/wordpress\/2017\/01\/does-that-free-bottled-water-pay-off\/screen-shot-2017-01-22-at-4-21-17-pm\/\" rel=\"attachment wp-att-4325\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-4325\" src=\"http:\/\/www.servsig.org\/wordpress\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-22-at-4.21.17-PM-150x150.png\" alt=\"Screen Shot 2017-01-22 at 4.21.17 PM\" width=\"100\" height=\"97\" \/><\/a><em>Rebecca Hamilton: Professor of Marketing at Georgetown University<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><em><a href=\"http:\/\/www.servsig.org\/wordpress\/2017\/01\/does-that-free-bottled-water-pay-off\/screen-shot-2017-01-22-at-4-22-01-pm\/\" rel=\"attachment wp-att-4326\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-4326\" src=\"http:\/\/www.servsig.org\/wordpress\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-22-at-4.22.01-PM.png\" alt=\"Screen Shot 2017-01-22 at 4.22.01 PM\" width=\"100\" height=\"102\" \/><\/a>Roland Rust: The\u00a0University of Maryland Professor and David Bruce Smith Chair in Marketing, Executive Director, Center for Excellence in Service, Executive Director, Center for Complexity in Business<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><em><a href=\"http:\/\/www.servsig.org\/wordpress\/2017\/01\/does-that-free-bottled-water-pay-off\/screen-shot-2017-01-22-at-4-22-54-pm\/\" rel=\"attachment wp-att-4327\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-4327\" src=\"http:\/\/www.servsig.org\/wordpress\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-22-at-4.22.54-PM-150x143.png\" alt=\"Screen Shot 2017-01-22 at 4.22.54 PM\" width=\"106\" height=\"100\" srcset=\"https:\/\/www.servsig.org\/wordpress\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-22-at-4.22.54-PM-150x143.png 150w, https:\/\/www.servsig.org\/wordpress\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-22-at-4.22.54-PM.png 151w\" sizes=\"(max-width: 106px) 100vw, 106px\" \/><\/a><\/em><\/p>\n<p><em>Michael Wedel: The\u00a0University of Maryland Professor and PepsiCo Chair in Consumer Science<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><em><a href=\"http:\/\/www.servsig.org\/wordpress\/2017\/01\/does-that-free-bottled-water-pay-off\/screen-shot-2017-01-22-at-4-23-39-pm\/\" rel=\"attachment wp-att-4328\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-4328\" src=\"http:\/\/www.servsig.org\/wordpress\/wp-content\/uploads\/2017\/01\/Screen-Shot-2017-01-22-at-4.23.39-PM-150x150.png\" alt=\"Screen Shot 2017-01-22 at 4.23.39 PM\" width=\"100\" height=\"122\" \/><\/a><\/em>Chekiten<em> Dev: Associate Marketing Professor at Cornell University<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Submitted by:\u00a0Recently Rebecca Hamilton, Roland Rust, Michel Wedel and Chekitan Dev Service providers often provide extra goodies (amenities) to try to satisfy their customers and differentiate themselves from their competitors.\u00a0\u00a0How can they tell whether those extras pay off?\u00a0\u00a0Recently Rebecca Hamilton, Roland Rust, Michel Wedel and Chekitan Dev conducted a large-scale study in conjunction with a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4351,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,18],"tags":[303,305,304],"_links":{"self":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/4324"}],"collection":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/comments?post=4324"}],"version-history":[{"count":4,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/4324\/revisions"}],"predecessor-version":[{"id":4353,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/4324\/revisions\/4353"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/media\/4351"}],"wp:attachment":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/media?parent=4324"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/categories?post=4324"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/tags?post=4324"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}