Martin Wetzels

Martin Wetzels
Edhec Business school · Department of Business Management

About

179
Publications
123,088
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19,378
Citations
Citations since 2017
26 Research Items
10372 Citations
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Introduction
Skills and Expertise

Publications

Publications (179)
Article
Full-text available
Widespread, and growing, use of artificial intelligence (AI)–enabled voice assistants (VAs) creates a pressing need to understand what drives VA evaluations. This article proposes a new framework wherein perceptions of VA artificiality and VA intelligence are positioned as key drivers of VA evaluations. Building from work on signaling theory, AI, t...
Article
Purpose Artificial intelligence–enabled voice assistants (VAs), such as Amazon's Alexa, Google Assistant, and Apple's Siri, are available in smartphones, smart speakers, and other digital devices and channels. Use of these VAs is growing rapidly and are expected to significantly impact purchase intentions. This article focuses on how the communicat...
Article
Efforts to measure customer experiences (CX) in multifaceted, omnichannel, retail contexts are crucial but lacking research guidance. Prior service quality literature has established methods for measuring CX in traditional, single-channel contexts but not adapted such measures to omnichannel contexts. With a mixed method research design and studies...
Article
An in-depth understanding of multisensory customer experiences could inform and transform service experiences across the touchpoints of customer journeys. Sensory research in service and marketing disciplines mostly refers to individual senses in isolation. However, relevant insights could be gleaned from other disciplines to explore the multisenso...
Cover Page
Full-text available
Call for Papers (3rd annual Special Issue for Review Papers, Inter J of Consumer studies, Cite score 7.0, Likely IF 6.2 to 6.5)
Article
Service providers and retailers reselling branded have the discretion to set and adapt prices according to customers’ willingness to pay (WTP). Research often notes markup effects, such that WTP increases in response to corporate social responsibility (CSR) and markdown effects, lowering their WTP for corporate social irresponsibility (CSI). Theory...
Article
Purpose Buyers and suppliers often perceive relationship governance mechanisms, such as trust and contractual fairness, in different ways. These differences in perception create an extra layer of complexity that is often ignored in the extant literature. This study adds to the understanding of how perceived asymmetries in trust and contractual fair...
Article
This editorial outlines the vision that the new Journal of Service Research editorial team has about moving service research forward, which requires more than just duplicating the service research of the past. We encourage authors to be forward-looking and futuristic in their orientation. In this way, JSR can help guide the service research of the...
Article
Full-text available
Given the emerging nature of integrating Blockchain Technology (“BCT”) into several business fields concerning the interaction between companies and their customers, this study aims to investigate the applications of BCT in marketing through an accurate procedure of locating, selecting and analyzing existing companies using BCT in marketing. A samp...
Conference Paper
This study investigated a digital app (loyalz), which enables users in Switzerland to collect, redeem, and share loyalty points offered by multiple merchants. The question of particular interest in this context was whether a new service (Swiss Loyalty Scheme), which will also enable the peer-to-peer (P2P) exchange of loyalty points between users, s...
Article
Online retailers increasingly use aesthetically appealing shipping boxes to deliver products to their customers. However, little is known about the potential effects of delivering products in aesthetically appealing shipping boxes on customer responses. This study applies the Affective Expectations Model to propose that the effect of shipping box a...
Article
This article contributes to research on advertising effectiveness by investigating the combined influence of ad headlines and visual patterns in the ad on consumer product evaluations. Headlines can convey motion (e.g., “move,” “quick”); when the associated ad features a regular visual pattern, it evokes stronger product evaluations than if it depi...
Article
Purpose Service robots can offer benefits to consumers (e.g. convenience, flexibility, availability, efficiency) and service providers (e.g. cost savings), but a lack of trust hinders consumer adoption. To enhance trust, firms add human-like features to robots; yet, anthropomorphism theory is ambiguous about their appropriate implementation. This s...
Article
Full-text available
The cooperative organizational form is by nature a sustainable one, which has proved to be resilient in the face of crises and a solid lever in addressing present-day societal challenges. Still, little is known about its socioeconomic impact. Also, despite the plethora of studies on cooperative performance, research remains inconclusive about how t...
Article
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Purpose – This paper aims to examine a core member-customer threat in co-operatives (co-ops) by drawing from ostracism research, assessing co-op ostracism’s impact on critical membership and relational exchange outcomes and discussing why relationship marketing research needs to pay more attention to the overlooked role of implicit mistreatment for...
Article
The landscape of services and the increasing speed of changes in the service domain have created ever‐increasing opportunities for service innovation. These opportunities arise from greater competition, changes in customer expectations, their willingness to participate in service innovation, and the demand for more personalised and customized (digi...
Article
A growing reliance on customer reviews prompts firms to develop strategies to encourage customers to post online reviews of their products. However, little research investigates the behavioral consequences of writing a review. The act of sharing personal opinions through reviews is a rewarding experience and makes customers feel socially connected....
Article
Consumer-to-consumer brand message sharing is pivotal for effective social media marketing. Even as companies join social media conversations and generate millions of brand messages, it remains unclear what, how, and when brand messages stand out and prompt sharing by consumers. With a conceptual extension of speech act theory, this study offers a...
Article
To develop the knowledge and skill sets of channel partner firms, manufacturers increasingly introduce learning programs as part of their relationship management strategies. However, the engagement of channel partners in these programs tends to be low. The current research, conducted in collaboration with a Fortune 100 information technology compan...
Article
Purpose This paper aims to assess the effect of narrative transportation, portrayed action and photographic style on viewers’ likelihood to comment on posted consumer photos. Design/methodology/approach Integrating visual semiotics and experiments, this research examines the influence of consumer photos on viewers’ likelihood to comment on the v...
Article
Full-text available
Deciphering consumers' sentiment expressions from big data (e.g., online reviews) has become a managerial priority to monitor product and service evaluations. However, sentiment analysis, the process of automatically distilling sentiment from text, provides little insight regarding the language granularities beyond the use of positive and negative...
Article
Full-text available
Purpose – Coproduction, as one component of cocreation of value, offers many benefits to customers and management, but also requires customers to invest a considerable amount of effort and time. The purpose of this paper is to investigate the coproduction paradox of benefits and costs. Design/methodology/approach – One experimental study and two...
Article
Policymakers, consumer advocate groups, and researchers agree that consumers need to increase their proenvironmental behaviors if a decent standard of living is to be ensured for future generations. Despite high levels of environmental concern, consumers still refrain from large-scale adoption of proenvironmental behaviors. Social marketers agree t...
Article
Purpose – This paper aims to investigate personalized communications through digital media, which include display, search, social and mobile communications. Design/methodology/approach – Drawing on the literature pertaining to different digital mediums, the authors explore how different factors influence consumers’ responses to personalized commun...
Article
Many suppliers invest heavily in channel partner programs that incentivize selling and learning. The authors conduct a multi-wave field study to investigate the roles of indebtedness and gratitude in transforming these investments into returns. The results show that indebtedness has negative effects on commitment to the supplier, as well as the res...
Article
Full-text available
Retailers increasingly recognize that environmental responsibility is a strategic imperative. However, little research has investigated or identified the factors that facilitate the successful implementation of environmentally responsible strategies across a network of customer-facing sales units (stores). We propose that a store manager’s ability...
Chapter
The expanding presence of mobile devices offers marketers a new advertising channel for reaching consumers. Whereas both real-world practice and academia hail the advantages of personalizing advertising messages with location information, this research probes its negative effects. An exploratory field study that places ads on a social network revea...
Chapter
For many companies the (financial) risks of entering new markets or launching new products or services are quite substantial (Boush and Loken 1991; John and Loken 1992). One way of dealing with these risks is to use the familiarity and prestige, or rather, the image of brands as a leverage for enhancing credibility and unobservable quality (Rao et...
Article
Purpose This research’s objective is to reveal why and how consumer photos trigger electronic word-of-mouth (eWOM).Design/methodology/approach Integrating visual semiotics and experiments, this research empirically tests the influence of consumer photos on viewers’ likelihood to comment on the visualized narrative. The experiments involve photos va...
Article
User communities are increasingly becoming an essential element of companies' business processes. However, reaping the benefits of such social systems does not always prove effective, often because companies fail to stimulate members' collaboration continuously or neglect their social integration. Following communication accommodation theory, the a...
Article
Retailers gather data about customers’ online behavior to develop personalized service offers. Greater personalization typically increases service relevance and customer adoption, but paradoxically, it also may increase customers’ sense of vulnerability and lower adoption rates. To demonstrate this contradiction, an exploratory field study on Faceb...
Article
Previous research describes supplier integration as a competitive resource that manufacturers use to create economic rents. Considering the mixed results obtained from linking supplier integration with performance outcomes, a ‘dynamic’ component—or the ability to reconfigure the supply chain to adapt to changing environments—appears critical to cre...
Conference Paper
Agribusiness co-operatives (co-ops) can be viewed as hybrid-identity organizations, whereby seemingly incompatible value systems co-exist: a utilitarian system characterized by economic rationality and self-interest, and a normative system emphasizing social solidarity and service to others. This pluralistic set of values often coalesces in heterog...
Article
Full-text available
Regulatory fit, or the match between an individual’s regulatory orientation and the strategy used to sustain it, offers a pervasive predictor of customer behavior. Merely reaching a decision in a certain way influences the value of a decision or an outcome. In this research, we conduct a meta-analysis to more fully articulate the role of important...
Article
Channel Reward Programs (CRPs) facilitate relationship management within reseller networks in distribution channels, yet a persistent problem is that rewards are not seen as valuable, which can reduce program investment. By applying Regulatory Fit theory, to understand how to sustain goal orientation (promotion or prevention) and stimulate task eng...
Article
Stories, and their ability to transport their audience, constitute a central part of human life and consumption experience. This article offers a review of two decades’ worth of research on narrative transportation, the phenomenon in which consumers mentally enter a world that a story evokes. Extant contributions seem to lack systematization. The a...
Article
Customers increasingly rely on other consumers' reviews to make purchase decisions online. New insights into the customer review phenomenon can be derived from studying the semantic content and style properties of verbatim customer reviews to examine their influence on online retail sites' conversion rates. The authors employ text mining to extract...
Article
Partial least squares structural equation modeling (PLS-SEM), or partial least squares path modeling (PLS) has enjoyed increasing popularity in recent years. In this context, the use of hierarchical latent variable models has allowed researchers to extend the application of PLS-SEM to more advanced and complex models. However, the attention has bee...
Article
This special issue includes five of the best papers presented at the 20th IPSERA conference. This conference was organized by Maastricht University and took place in Maastricht, The Netherlands. The conference theme was: ‘Vision 20/20: Preparing today for tomorrow's challenges’. In this editorial we discuss the future challenges in Purchasing and S...
Article
The impact of narrative transportation on persuasion continues to attract research attention (e.g., Escalas 2004; Escalas 2007; Green and Brock 2000, 2002; Slater and Rouner 2002). When consumers lose themselves in a story, their attitudes and intentions change to reflect that story (Green 2008). Since Green and Brock (2000) initiated quantitative...
Article
The majority of online research is now conducted via discontinuous online access panels, which promise high response rates, sampling control, access to populations that are hard to reach, and detailed information about respondents. To sustain a critical mass of respondents, overcome panel attrition and recruit new panel members, marketers must unde...
Article
As service offerings grow in both range and complexity, how service providers and their customers interact is becoming increasingly important. In response to the challenge of optimizing these interactions, companies have introduced sophisticated online "socialization agents," whose purpose is to help new customers more effectively adjust to and fun...
Article
As service offerings grow in both range and complexity, how service providers and their customers interact is becoming increasingly important. In response to the challenge of optimizing these interactions, companies have introduced sophisticated online “socialization agents,” whose purpose is to help new customers more effectively adjust to and fun...
Article
The study focuses on a new service benefit derived from service usage, that is, self-efficacy increase, rather than self-efficacy evaluations as such. The authors propose that this benefit, which refers to feeling better about oneself while consuming a service, will reflect positively on service outcomes. The authors argue that self-efficacy can de...
Chapter
Full-text available
Structural equation modeling (SEM) can be employed to emulate more traditional analysis techniques, such as MANOVA, discriminant analysis, and canonical correlation analysis. Recently, it has been realized that this emulation is not restricted to covariance-based SEM, but can easily be extended to components-based SEM, or partials least squares (PL...
Article
In this paper, we examine the impact of various configurations of regulatory fit on the attitudes, exercise intentions and actual behavior of members of a health club loyalty program. Regulatory fit is conceptualized as both the match between types of program rewards and how they are communicated, as well as the congruence between reward types and...
Article
In the literature on interorganizational collaboration in product development, considerable attention is given to supplier role classifications. Such classifications often link to a supplier's position in the overall supply chain, but the claim that this position has a substantial impact on its product development activities has seldom been empiric...
Article
In recent research on service quality it has been argued that the construct of behavioural intentions and its relationship with other constructs are issues which require conceptual and empirical elaboration. In this paper, we focus on the development and refinement of a scale for measuring behavioural intentions and the influence of critical servic...
Article
Full-text available
This research examines the regulatory fit effect on perceived value and buying intentions in the context of private health insurance decisions. The so-called value-from-fit effect is assessed in conjunction with the effect of risk perceptions. Value-from-fit results from the interaction effect between regulatory focus concerns (discount vs. cost-sh...
Article
Full-text available
The authors examine antecedents and consequences of environmental stewardship in frontline business-to-business teams. On the basis of data from members of 34 teams organized into regional networks, they demonstrate the differential impact of team environmental stewardship on customer satisfaction ratings and sales. Furthermore, the results reveal...
Article
Structural equation modeling (SEM) can be employed to emulate more traditional analysis techniques, such as MANOVA, discriminant analysis, and canonical correlation analysis. Recently, it has been realized that this emulation is not restricted to covariance-based SEM, but can easily be extended to components-based SEM, or partials least squares (PL...
Article
Full-text available
Taking a social network perspective, the authors investigate consumers' intentions to use innovative mobile services. With a sociometric survey, they empirically assess how consumers integrate and connect through mobile social networks, as well as how their network position influences knowledge creation and intentions to use four innovative mobile...
Article
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Although firms are faced by a large number of market introduction failures, research into a major driver of these failures, customer resistance to innovation, is surprisingly scarce. While most authors have investigated positive adoption decisions, this paper focuses instead on consumer resistance to innovation. The current study presents a concept...
Article
Full-text available
In this paper, the authors show that PLS path modeling can be used to assess a hierarchical construct model. They pro-vide guidelines outlining four key steps to construct a hier-1 Carol Saunders was the accepting senior editor for this paper. archical construct model using PLS path modeling. This approach is illustrated empirically using a reflect...
Article
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To investigate a firm's propensity to continue internationalization, the so-called Uppsala internationalization process model is a logical point of departure (Johanson & Vahlne, 1977, 1990). Building upon a behavioral theory of the firm (Cyert & March, 1963) and Penrose's (1959) theory of the growth of the firm, the basic logic of the Uppsala or U-...
Book
The broader goal of this paper is to provide social researchers with some analytical guidelines when investigating structural equation models (SEM) with predominantly a formative specification. This research is the first to investigate the robustness and precision of parameter estimates of a formative SEM specification. Two distinctive scenarios (n...
Article
Full-text available
Purpose – The literature discusses the relationship between marketing practice and leadership style and suggests that these are dynamic and linked. Providing empirical data, this paper seeks to investigate this relationship between marketing practices and leadership styles. Design/methodology/approach – A model was developed and tested using a surv...
Article
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Firms increasingly offer customers the opportunity to coproduce self-service using online technologies. This requires novice customers to adopt a new role and engage in information search. This is particularly challenging in complex, high-risk services, such as online investment trading. Actively managing customers' task-specific self-confidence, o...
Article
The aim of this study is to identify the organizational and communication antecedents, and evaluate the consequences on relative product and service characteristics, of the use of service-sourced information by product designers during new product development. An empirical study of 121 product design managers demonstrates that a firm’s market orien...
Article
Purpose Although research is emerging, the knowledge base on the evaluative determinants of the effectiveness of corporate employment web sites is still limited. This paper attempts to narrow this gap by investigating how potential job applicants' evaluations of web site content‐ and form‐related attributes contribute to corporate employment web si...
Article
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Although various manufacturing companies have developed into total solution providers, no research addresses their service orientations. Building on the literature on organizational service climate, this study explores the organizational parameters and service business orientations that explain relative product sales and service volume of manufactu...
Article
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In this paper, the authors propose that psychological safety, a sense of interpersonal trust and being valued in a work team, is an important determinant of groupware technology adoption in an educational setting. They develop and test a model of antecedents and consequences of psychological safety. Data were collected from 361 university students,...
Article
Vertical line extensions extend an established brand to products at different price/quality points. In this study, we examine consumer evaluations of vertical service line extensions and the feedback effects of these extensions on the parent brand. Findings of two empirical studies in the hotel industry indicate that consumers perceive higher risks...
Article
Full-text available
Purpose The purpose of this paper is to investigate the linkage between self‐managing team (SMT) member perceptions of collective efficacy and customer‐perceived service quality, and the most cost‐efficient way to reliably assess collective efficacy and customer‐perceived service quality, using generalizability theory (G‐theory). Design/methodolog...
Article
This study focuses on the perceived utilitarian value of a new service delivery mode, the mobile channel. The authors develop a framework that incorporates three mode-specific benefits – time convenience, user control, and service compatibility – as well as two costs – perceived risk and cognitive effort – as antecedents of perceived value. Because...
Article
We conducted a quantitative meta-analysis of previous research on the technology acceptance model (TAM) in an attempt to make well-grounded statements on the role of subjective norm. Furthermore, we compared TAM results by taking into account moderating effects of one individual-related factor (type of respondents), one technology-related factor (t...
Article
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The increasing implementation of self-managing teams (SMTs) in service delivery suggests the importance of developing confidence beliefs about a team’s collective competence. This research examined causality in the linkage between employee confidence beliefs and performance for boundary-spanning SMTs delivering financial services. The authors disti...
Article
A quasi-experimental study was designed to investigate the recall effect of Short Message Service (SMS) as a complementary marketing communications instrument. An experimental group (EG) was formed, consisting of people who had called an SMS number mentioned in a car brand campaign. A control group was formed using respondents who replied on a tele...
Article
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This article examines whether online and mail surveys produce convergent results, which would allow them to be used in mixed-mode service quality studies. In the context of a large business-to-business service quality assessment, an analysis of the accuracy and completeness of respondent answers to both open and closed questions suggests that onlin...
Article
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To compare the generalizability of online and mail surveys in a cross-national service quality study, the authors use G-theory and find a comparable level of generalizability, though online surveys benefited from considerably lower costs. This article contributes to the current comparison of the response quality between online and mail surveys. Fur...
Article
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Purpose – Service firms recognize the need to introduce new technologies to stay in the market, or to retain their competitive advantage compared to their rivals. Introducing new technologies in an organization is by no means easy and poses many challenges like the acceptance and adoption of new technologies by employees. The technology acceptance...
Article
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This paper proposes and tests a model of antecedents and consequences of group potency in self-managing teams in retail banking. Based on data collected from boundary-spanning service employees organized in 60 teams and their customers, our findings reveal a significant positive impact of group potency on customer-perceived service quality and a ne...