Liliana L Bove

• University of Melbourne

In light of recent calls for adopting a dynamic perspective on value propositions, this paper investigates value proposition dynamics - i.e., strategic moves made by firms to further develop and/or change their value propositions - in response to external event triggers. External event triggers are disturbances emitted from the macro-environment th...

Eliminating modern slavery and ensuring gender equality are prominent themes in the UN sustainability development agenda. However, there is a paucity of empirical studies that link the two, which is a key limitation of the field. This study examines how eco-feminist dynamic capabilities of two denim brands, Outland Denim and Nobody Denim contribute...

Cautionary stories in which misbehavior results in negative outcomes are often used in public service announcements (PSAs) to promote behavioral change. These cautionary stories can either disclose or withhold their endings and the associated negative outcomes for the characters involved. In four experiments, we show that disclosing (vs. withholdin...

Notwithstanding the prevalent use of donor registration prediction models grounded by the theory of planned behavior (TPB), registration behavior continues to remain low. A collective donor behavior (CDB) model underpinned by social exchange theory is introduced and its predictive ability is tested against a baseline TPB model using an online surve...

Socially stigmatized service workers (SSWs) like probation officers, social workers, and even aged care workers are often subject to negative media scrutiny when a crisis occurs, leading to public outrage and subsequent high attrition rates. The primary focus of this study is to examine the potential for marketing communication to generate a state...

Purpose Since the outbreak of the COVID-19 pandemic, customers fear for their health when interacting with service providers. To mitigate this fear service providers are using safety signals directed to consumers and other stakeholders who make organizational assessments. The purpose of this article is to synthesize the range of safety signals in a...

Identity is a useful lens to understand donation behavior. However, studies have typically conceptualized and examined donor identity as a generic, unidimensional concept. Through in‐depth interviews with 52 blood donors, this study sets out to discover if there is more complexity to donor identity, and what implications this might have for marketi...

Purpose – Actors who participate in co-created service experiences typically assume that they will experience improved well-being. However, a growing body of literature demonstrates that the reverse is also likely to be true, with one or more actors experiencing value co-destruction (VCD), rather than value co-creation, in the service system. Build...

Purpose Actors who participate in co-created service experiences typically assume that they will experience improved well-being. However, a growing body of literature demonstrates that the reverse is also likely to be true, with one or more actors experiencing value co-destruction (VCD), rather than value co-creation, in the service system. Buildin...

Purpose Empathy is a core characteristic of helping and caring interactions and thus is fundamental to service. Yet, to date, service marketing literature has focused on a restricted view of the value of empathy as it leads to improved service quality perceptions and successful sales outcomes. The aim of this paper is to provide a review of the emp...

Consider scenario 1: a customer delivers his car to a garage before work to have a standard 50,000 km service. The car mechanic rings the customer and suggests that in addition to the service, there are a number of other components that should be replaced to improve the car’s performance. Scenario 2: a customer agrees to a bathroom renovation budge...

The upsurge in the use of social media and technological innovations has provided organizations with many opportunities to invite customers to participate in their activities (Heidenreich et al. 2015). One way in which customers can participate is through co-production. Etgar (2008) defines co-production as involving customers in one or more of the...

Purpose The purpose of this paper is to investigate how customer relationship marketing (CRM) activities are utilized by plastic surgery providers to encourage the sale of non-surgical cosmetic procedures (such as Botox). These procedures are considered to be an important gateway for future, more invasive (and profitable) services. As a result, the...

This research examines the positive role of consumer education in diffusing innovative, sustainable products (ISPs). To enhance the effectiveness of a consumer education campaign, this study explores the type of message framing that can best facilitate product adoption among three different approaches: positive, negative, and hybrid framing. This s...

Despite the emerging trend of adopting co-creative approaches in public and non-profit advertising, research has overlooked participatory approaches in non-commercial settings. This research extends current knowledge on consumer-generated advertising (CGA) to communications fostering positive social change. The results of an experimental study show...

Service workers like child protective officers and mental health workers, are perceived overwhelmingly as valuable to society (Le Croy & Stinson, 2004). Yet, perversely, those who undertake these roles are also often socially stigmatized, seen as “dirty” by their communities, because they deal with “tainted” people (Ashforth, Kreiner, Clark, & Fuga...

Charitable organizations are increasingly turning to online fundraising options as observed by the growth of online giving (MacLaughlin 2012). The growth in online solicitations may be explained by the wider outreach, lower solicitation and communication costs (Harrison-Walker & Williamson 2000) and increased convenience it offers (Bennett 2005). T...

The reported lack of research on consumer-to-health department interactions (Andersen et al. 2012) and the audience’s perceptions that many health campaigns greatly exaggerate health risks (Cancer Vic 2012) suggest that increased consumer involvement in the design of health messages and increased message authenticity may enhance the persuasiveness...

Background: Negative donation experiences, including vasovagal reactions, deter donor retention. However, whether this deterrence effect varies as a function of whole blood (WB) donation history and requests to donate the same or a different product remains unclear. Study design and methods: The responses of 894 eligible WB donors who had been a...

Purpose – The purpose of this paper is to examine how a crisis affects public attitudes toward stigmatized service workers (SSWs) who are blamed by the media for the event. Design/methodology/approach – Hypotheses grounded in two theories, crisis communication and empathic concern, are tested using two experimental design studies of 180 and 107 ad...

A firm's ability to offer better service and to co-create valuable customer experiences is critically important to achieving competitive advantage. Service-dominant (S-D) logic, along with resource and capability perspectives, provides the underlying theoretical reasoning for the relevance of such capabilities. However, despite researchers’ recent...

The effectiveness of public service announcements (PSAs) is commonly assessed by measuring the overall appraisal of the depicted threat and the proposed recommendation. This theoretical orientation is prone to overlooking the impact of specific message components regarding the nature and the valence of the advertised consequences. This study shows...

Demand for plasma-derived products, and consequently plasmapheresis donors, continues to increase. This study aims to identify the factors that facilitate the persuasion success of conversations with whole blood (WB) donors to convert to plasmapheresis donation within a voluntary nonremunerated context. Surveys were sent to WB donors after a plasma...

Service workers like social workers are valuable to society (LeCroy and Stinson, 2004), even noble and heroic (Ashforth et al., 2007), yet, perversely, they are often socially stigmatized, seen as “dirty” by their communities because they deal with “tainted” people (Ashforth and Kreiner, 1999). Other service workers also suffer stigmatization becau...

BACKGROUND: As demand for plasma-derived products increases internationally, maintaining a committed plasmapheresis panel membership is critical for blood collection agencies. This study addresses the current lack of knowledge regarding deterrents to the recruitment and retention of plasmapheresis donors in a voluntary nonremunerated environment. S...

The Motivation Crowding-out Theory suggests that incentives undermine intrinsic motivation and thus blood donation behavior. While there is strong evidence showing the negative relationship between monetary incentives and blood donation, findings on the effect of nonmonetary incentives are mixed. Set in a voluntary, nonremunerated environment, this...

Service-dominant (S-D) logic can function as a strategic business logic that portrays creating superior value in conjunction with—rather than for—customers as a source of competitive advantage for organizations. From this perspective, strategy is about making choices in terms of how to best facilitate and enhance value cocreation for mutual and lon...

Purpose – The objectives of this study are to explore how consumers achieve, maintain, and/or regain privacy and to more fully understand the meaning consumers ascribe to privacy. Methodology/approach – Image-elicited depth interviews were conducted on a theoretical sample of 23 informants. Findings – Consumers are active participants who assert th...

The well-being of service personnel is an important issue to businesses given the crucial role they play as the interface between customers and the organization. Various life events and positive interaction with others contribute to an individual's level of well-being. This research focuses on helpful, discretionary behaviors of customers directed...

Although research on blood donor motivation abounds, most studies have typically focused on small sets of variables, used different terminology to label equivalent constructs, and have not attempted to generalize findings beyond their individual settings. The current study sought to synthesize past findings into a unified taxonomy of blood donation...

Increasing demand for plasma-derived products presents a major recruitment and retention challenge for blood collection agencies; however, little is known about what motivates individuals to become committed plasmapheresis donors. This study explored triggers for individuals' first plasma donation and factors associated with continuing donations. A...

Bove, Pervan, Beatty and Shiu (2009) develop and test a latent variable model of the role of service workers in encouraging helpful behaviors by customers towards the service business (OCBs). Farrell (2010) questions these findings due to an incorrect application of the Fornell and Larcker (1981) discriminant validity test. The authors respond to F...

This case study outlines the use of client-sponsored research projects in a quantitative postgraduate marketing research subject conducted in a 12-week semester in a research-intensive Australian university. The case study attempts to address the dearth of recent literature on client-sponsored research projects in the discipline of marketing. Evalu...

Frugality reflects the degree to which one is both restrained in acquiring and resourceful in using products. It offers a vision of sustainable consumption slowing down the process of environmental harm. A number of antecedents to frugal shopping behaviour were investigated. Using a sample of experienced shoppers from Australia, market mavenism, sh...

Assessment of the role of the individual service worker in encouraging customer organizational citizenship behaviors (customer OCBs) is the primary focus of this paper. The researchers investigate this topic empirically across three service contexts. Customer OCBs are voluntary, outside of the customer's required role for service delivery, which pr...

Purpose The purpose of this paper is to explore the effects of different reward programs on in‐role and extra‐role behaviour; and to investigate whether specific reward programs can be designed to enhance both in‐role and extra‐role behaviour simultaneously. Design/methodology/approach Semi‐structured in‐depth interviews were conducted on a total...

Purpose The paper aims to use Dick and Basu's two‐dimensional matrix that identifies four types of customer loyalty: true, spurious, latent and non‐loyal. It seeks to investigate if these four distinct clusters of loyalty existed both in terms of loyalty to the individual service worker (personal loyalty) and loyalty to the firm (service loyalty)....

This study outlines the development and validation of a measure of reciprocity. The definition used to develop the measure extends traditional quid pro quo interpretations to include behavior designed to stabilize relationships in times of exchange breakdown. This includes resisting and not returning harm and making reparation for harm done. Recipr...

Purpose Although organizational change is inevitable with customer relationship management (CRM) implementation, very little is known about how this change affect employees, and how their actions in turn influence the success of CRM projects. The purpose of this study is to address this void in the current CRM literature. Design/methodology/approa...

Purpose This study sets out to replicate Garbarino and Johnson's paper, where the effects of trust, commitment and satisfaction towards service provider loyalty were examined. However, whereby Garbarino and Johnson tested their model in a relationship prone environment, i.e. a theatre company, this study was set in a retail context where transactio...

The role of gender dyad in the prediction of a customer's perceived strength of relationship with an individual service worker was investigated. Relationship strength was defined as a customer's perceived extent, degree or magnitude of relationship with a service worker and was operationalised as the level of the customer's trust and commitment tow...

Customer relationships with service personnel have been recognised as a means by which a firm can gain service loyalty. However, loyalty to any one service worker (personal loyalty) has been generally discouraged by management due to the vulnerability of customer retention in situations where key employees leave the firm. We examine a personal serv...

Customers’ perceptions of service workers’ trustworthiness and power, and their commitment to the service worker were investigated as possible determinants of the likelihood of customer voice directly to the service worker in the event of a service failure. Set in the context of hairdressing salons, it was found that hair stylists’ perceived trust...

Customers’ perceptions of service workers’ trustworthiness and power, and their commitment to the service worker were investigated as possible determinants of the likelihood of customer voice directly to the service worker in the event of a service failure. Set in the context of hairdressing salons, it was found that hair stylists’ perceived trust...

Eight types of customer citizenship behaviours were extracted from the existing marketing literature, and the more developed organisational citizenship behaviour literature. These included: positive word of mouth behaviour; suggestions for service improvements; participation in organisation events/activities; benevolent acts of service facilitation...

The role of trust and commitment in the prediction of a customer's personal loyalty to an individual service worker was investigated. Personal loyalty was defined as a customer's level of attachment to and exclusive use of a service individual. It was measured by the customer's attitude or relative attitude towards the service worker (relative to o...

In the past researchers have chosen to measure loyalty using purely behavioural or attitudinal measures or attitude-behaviour combinations. The authors recommend that both attitudinal and behavioural loyalty should be measured to gain an appreciation of the loyalty make-up of the firm's customer base. Knowing the proportion of each type of loyalty...

The magnitude, degree or extent of a customer relationship with a service worker or provider/firm has variously been referred to in the services literature as relationship closeness, relationship quality, or relationship strength. This has led to inconsistency in both the terminology and measures used. We summarize this literature and proceed to pr...

Qualitative research in the form of structured in-depth interviews was used to assess the in situ coherence of Bove and Johnson's (2000) conceptual "Customer-Service Worker Relationship Model". As a large scale quantitative study in the form of a structured self- completion questionnaire was to follow, the qualitative results served to screen the a...

True loyalty, defined by a high relative attitude in addition to high repeat purchase, is an extremely valuable asset to the service firm – as the customer’s search motivation for competitive alternatives is reduced, he/she shows an immunity to the pull of competition and provides favourable word of mouth. A conceptual model presents the likely inf...

Depth interviews with service worker identified 15 types of customer citizenship behaviours directed to service workers. Applying social production function (SPF) theory our findings showed that customer citizenship behaviours assist in the attainment of first-order instrumental goals of: comfort; stimulation; status; behavioural confirmation; and...

This study focused on providing empirical validation of the higher order construct, relationship strength. It found that the strength of a relationship between a customer and service worker was largely determined by the customer's perceptions of the service worker's benevolence and the degree of customer affective commitment to the service worker....

Empirical justification is presented that further supports Ganesan and Hess (1997) measurement of interpersonal trust set in a commercial context as a two-dimensional construct. Future marketing researchers who measure a customer's trust of a service individual are cautioned against forcing the effect indicators of the distinct dimensions of credib...

The strength of a relationship between a customer and a service or sales person has been associated either directly or indirectly with customer loyalty to the service firm. Given this, it is useful for managers of service firms to understand the determinants of relationship strength so that these determinants may be encouraged. A review of the curr...

Paper type – Research paper Purpose – Conceptualized as a value co-creation capability, a firm's service-dominant orientation has been operationalized as a hierarchical index. This paper seeks to investigate this measurement model by studying nomological relationships of the six constituent components of a service-dominant orientation, namely relat...

One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The norm states that “we should return good for good, in proportion to what we receive; we should resist evil, but not do evil in return; we should make reparation for the harm we do;...furthermore that obligations should be felt in retrospect” (Becker, 1990...