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Introduction
Current institution
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July 1988 - present
Publications
Publications (94)
The vital importance of branding in global markets is accepted by both practitioners and scholars. However, there is a lack of research to explain the relationship between international strategic brand management (ISBM) and export performance. Drawing on contingency theory and the concept of strategic fit, this study develops a model of the ISBM-ex...
This paper examines the variables influencing a consumer's satisfaction and continuous use of a multichannel retailer's mobile application. Drawing upon the Expectation Confirmation Model for Information Technologies, post-adoption literature, and consumer behavior literature, we assess pertinent factors on the continuous usage of multichannel reta...
Corporate social performance (CSP) has received a particularly high share of attention as one of the main determinants of corporate reputation. However, few studies have tested the extent to which the relationship between CSP and corporate reputation may be affected by industry, country, or other context‐related variables. Besides, some conceptual...
In its fourth European edition, this text provides coverage of the foundations of services marketing, placing the distinctive Gaps model at the centre of this approach. This new edition draws on the most recent research, and using up-to-date and topical examples, the book focuses on the development of customer relationships through service, outlini...
This study furthers our understanding of service coproduction by examining some pertinent antecedents and the consequent effect on customer adherence to medical instructions in healthcare service delivery. Through a cross-sectional quantitative survey design, data collected from 594 healthcare customers were analysed through structural equation mod...
Augmented reality (AR) has emerged as a new technology available to retailers to engage with customers in a novel and vivid way (Yim et al. 2017). While AR is in its infancy in terms of its application in consumer markets, spending on the technology is expected to reach $60 billion by 2020 (Porter and Heppelmann 2017). Augmented reality aims to lin...
Purpose
It has now become a normal part of the consumption journey for consumers to share their positive and negative service encounters with firms on microblogs such as Twitter. There is, however, a limited amount of research on service encounter microblog word of mouth (SEMWOM) and its impact on firm reputation from a receiver’s perspective. This...
Purpose
By adopting a social presence theory perspective, this study aims investigate the influence of perceived usefulness of live chat services and of their unique human attributes on customer attitudes, beliefs and behaviours in the context of online travel shopping.
Design/methodology/approach
Based on a cross-sectional survey research involvi...
Although there is a near agreement in the literature on the main predictors of consumers' attitudes toward technological innovation, the potential ways through which personal traits and national environmental differences contribute to significant variations in mobile‐banking adoption have received limited attention. Based on insights from innovatio...
The advent of customers sharing their negative experiences of brands on microblogs such as Twitter has become a normal part of consumers' interactions with brands on social media. This landscape has resulted in the transformation of customer service departments that closely monitor social media mentions in order to help mitigate the risks posed to...
Purpose
Drawing on Resource-based Theory, the purpose of this paper is to empirically examine the effect of International Strategic Brand Management (SBM) on export performance within the Business-to-Business (B2B) context. To be able to purposely assess the relationship, this paper also sets out to discover what antecedent international resources,...
This paper furthers our understanding of customer brand engagement through augmented reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone device, augmented reality has emerged as a new technology available to retailers to engage with customers. While AR in consumer markets is in its infancy, some innovative reta...
The aim of this study is to identify the impact of the personal beliefs of the elderly on their attitude toward using online public services. To test hypotheses regarding the determinants and background of technology readiness, questionnaires were administered to the elderly in Japan and in the UK, countries with a well-developed online public serv...
Market information and customer insight are critical factors in helping successful businesses to meet their strategic goals. Now in its fourth edition, this popular and user-friendly text will equip you with all the tools you need to find facts, interpret the meaning of research, and analyse its impact on developing new marketing approaches strateg...
This paper examines the customer experience in relation to retailers' m-commerce mobile applications. The research aims to understand the variables capable of influencing the customer experience during use of retailers' m-commerce mobile applications, resulting in the development of a Mobile Application Customer Experience Model (MACE). Through the...
Having a strong reputation is a desirable resource for banks which must face today’s competitive business environment. This chapter aims to (1) investigate the contribution of service quality and relationship investment to building a good reputation and (2) show that the efforts made by banks in maintaining
customer relationships ultimately transla...
The healthcare sector has undergone a number of transformations in recent years, partly due to recent advances in technology. This triggered our study to examine patients' desire to seek health information largely driven by increased access via the Internet and the cumulative impacts on value co-creation. We employed a sequential ex- ploratory desi...
Despite the strong evidence that many consumers relish their experience with mobile banking, others indicate that some segments may not be comfortable with these emerging digitized platforms due to certain inherent personal traits. Drawing insights from the socio-psychology and innovation/SSTs adoption literature, this paper tested a structural mod...
Positive service encounters can occur when customers and service employees direct their respective efforts towards achieving a jointly favourable outcome. This paper argues that customers can play a significant role in creating a positive and gratifying service encounter for both themselves, the service employees, and the rest of the customers invo...
The Customer Experience Management (CEM) maturity model breaks down the 5 key dimensions of a successful CEM program into clear and actionable components. First employees rate the importance of each of the five dimensions for the future success of the company they work for. Then they score a battery of 31 questions and statements to assess the actu...
The rise of corporate marketing and corporate branding has raised awareness of the crucial role that employees play in corporate marketing and the corporate branding process. The historical analysis of corporate-level constructs since the 1950s by Balmer1 reveals a number of concepts such as corporate image, corporate identity, corporate branding a...
This paper advances our theoretical understanding with regard to the online customer experience in a utilitarian context. The aim of this research is to understand if there is a need for online customer support during search for information and services on business support websites. In contrast to previous studies highlighting time distortion as pa...
An Examination of the Influence of ICT on Patient Co-Creation in Healthcare Service Delivery at the Micro Level
Kofi Osei-Frimpong, Ghana Institute of Management and Public Administration
Alan Wilson, University of Strathclyde
Fred Lemke, Newcastle University
Keywords: value co-creation, online health information, service encounter process, health...
This paper argues that customers can contribute to creating a positive and equally gratifying encounter for both parties in an interaction by engaging in specific behaviors directed towards the service personnel. Based on the assumption that the employee's behavior during the service encounter can often come as a response to the customer's prior be...
While there is agreement among researchers with regard to the importance of both service quality and relationship quality in fostering customer loyalty, scarce interest has been shown to investigate the two key marketing constructs in an integrated model. The current paper proposes and tests an integrated model which hypothesizes that service quali...
The increasing awareness that value creation lies in the patient’s sphere, which is facilitated by the relationship between the provider, has consequences for the approach to service delivery. Using a phenomenological approach, this study furthers our understanding of actor value perceptions on value co-creation in the focal doctor-patient dyad. Th...
Purpose – The purpose of this paper is to investigate value co-creation processes from the focal dyad of the patient and the physician and how their experiences in the consulting room affect the value that is created.
Design/methodology/approach – Semi-structured interviews incorporating the critical incident technique (CIT) were conducted with 8 d...
The importance of providing tailored solutions to customers, i.e. being solution oriented, is now recognized across organizational settings such as business-to-business, business-to-consumer, private and public sector contexts.
Creating a positive customer experience enables a company to differentiate itself from the competition. This is particularly true in the highly fragmented road freight business, where the offering has become highly commoditized and price driven. DHL Freight, a leading provider of international road transportation solutions, set out to enhance the c...
Scholars affirm that the service experience is essentially an output that arises from the coordinated efforts of customers and service employees. This paper explores the notion that customers’ behavioural contribution in the service encounter partly mediates the outcome of the overall service experience. Positive encounters between customers and em...
Purpose
This paper seeks to examine the relevance of some existing Western motivation and job design theories in explaining employees' service performance, termed service orientation in delivery, in a developing country context.
Design/methodology/approach
The satisfaction‐performance thesis and the two factor theory (motivation and hygiene factor...
The purpose of this paper is to examine firms’ adoption of corporate social responsibility activities and the efficacy of such activities in specific contexts and industries. This paper analyses the specific context of the Spanish construction and real-estate industry. By using a longitudinal multi-case approach, the study suggests links between ma...
This article examines the phenomenon of user-generated content and particularly the influence of nationality both on the motivation to post (or not) and on where and what type of content consumers share in the context of a recent trip. The method used was an online survey of 568 respondents located in Switzerland, the United Kingdom, and Spain. By...
Purpose
This study seeks to focus on front‐line service employees and their views of internal branding and the extent to which personal and job‐specific factors impact on the success of internal branding in the reinforcement of brand identification and brand loyalty among service employees.
Design/methodology/approach
The research, based on a mult...
This article explores the nature, antecedents and consequences of a potential service orientation discrepancy in a UK public sector setting. The quantitative and qualitative data collected suggest that: (1) similar to the private sector, employees perceive a discrepancy between their own service orientation and that of the organisation; (2) the ant...
The purpose of this study is twofold: 1. examine the relationship between
service quality dimensions and customer satisfaction with bank territorial
units; 2. establish which quality measure method out of the four considered in
this study should be applied in order to better determine the areas that need
further improvement and investment. In this...
The aim of this paper is to identify the drivers of Internet Banking adoption among the high-educated youth market in Romania. For this purpose, a large sample of students, both undergraduate and postgraduate, was surveyed. With the use of binary logistic regression, the impact of several input variables on the Internet Banking (IB) adoption status...
Purpose
The purpose of this paper is to explore the antecedents and consequences of the implementation of different customer feedback mechanisms with regard to their contribution to organisational learning that leads to service improvement.
Design/methodology/approach
A critical case organisation is chosen to explore the link between the implement...
Purpose
The purpose of this paper is to understand the internal branding process from the perspective of service providers in Thailand. It will reveal the key internal branding mechanisms and empirically assess the relationship between internal branding and employees' brand attitudes and performance.
Design/methodology/approach
A case study repres...
Purpose
The purpose of this paper is to understand the internal branding process from the employees' perspective; it will empirically assess the relationship between internal branding and employees' delivery of the brand promise as well as the relationships among their brand identification, brand commitment and brand loyalty.
Design/methodology/ap...
Alan Wilson reviews “Marketing Research: Critical Perspectives on Business and Management” by David Birks and Tim Macer
Internal branding is increasingly seen as a doctrine to ensure employees’ delivery of the brand promise by shaping employees’ brand attitudes and behaviours. However, few studies, if any, have been conducted to understand the internal branding process from the viewpoint of employees who are the end receivers. Therefore, this study aims at exploring...
Purpose
This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath.
Design/methodology/approach
Focuses on a case study of a firm that recently underwent a corporate rebranding campaign. Analysis is based on data collected through 14 in‐depth interviews with senior managers, and questionn...
This article explores the influence that an organisation’s corporate values have on employees’ behaviour and values both within
and outside the work environment. In particular, it focuses on the impact of these values on the personal buying behaviour
of employees. The empirical research was undertaken within a case study organisation that produces...
In branding literature, the employee role is recognised as crucial in delivering the service as promised by the brand. A plethora of existing insights have been gained through practitioners' and customers' perspectives. Little empirical research has been undertaken with employees. Therefore, this study aims to reveal their perceptions towards their...
The hypothesis that job satisfaction affects employee performance or favourable service behaviours could be considered a well-worn topic. However, this paper shows that the extant literature has not adequately conceptualised nor addressed the complex relationship which could exist between employee satisfaction and service performance quality. Indee...
Service organisations are making increasing use of alternative service delivery channels such as the Internet and call centres. At the same time, developed countries are facing rapidly changing demographic trends with an increasing number of grey citizens who grew up in an age of face to face contact with service suppliers. This paper reports on a...
Technological advances have resulted in financial service companies being able to make use of alternative channels such as call centres and the Internet to deliver their services to their customers. At the same time, there has been a major growth throughout Europe in the grey market consisting of people who grew up in an age of face-to-face contact...
This paper examines how online market research is utilised within UK market research agencies and what opportunities or problems this new research tool is giving the market research industry. The research involved sending 120 postal questionnaires to UK based market research agencies that claimed to do Internet based research. The main findings fro...
This article reports on a program of exploratory research aimed at examining the practice of mystery shopping in service organizations. Mystery shopping, a form of participant observation, uses researchers to deceive customer service personnel into believing that they are serving real customers or potential customers. The research focused on the vi...
The actions of employees such as service personnel are seen as being important in communicating a company’s corporate values and goals, particularly where they interact directly with customers and other corporate audiences. Their beliefs, norms and values derived from the organisational culture influence their actions and the informal messages that...
It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to “live the brand” is an area which has received relatively limited coverage. This article expl...
This article reviews different viewpoints in the marketing literature in an attempt to clearly define the concept of corporate reputation and identify its relationship with corporate image. Definitions offered for the term corporate reputation by marketing academics and practitioners are therefore merged into two dominant schools of thought. These...
Reports on a programme of research undertaken to understand the manner in which leading service organisations develop, use and integrate measures of their outlets’ activities and performance. In particular, looks at the extent to which academic guidelines for adding value to performance measurement systems are applied. Four service sectors where se...
This paper reports on a programme of research in the UK aimed at examining the role of mystery shopping in the measurement and management of service quality. The research focused on the views of the senior managers responsible for commissioning mystery shopping research and the directors of market research agencies responsible for the provision of...
Examines London Underground's use of mystery shopping as an input to investment decisions relating to the improvement of the travel environment. The paper reviews the literature on mystery shopping, considers London Underground (part of London Transport responsible for managing and operating the underground public transport network in and around Lo...
This paper aims to extend this literature by reporting on a programme of exploratory research which examines the role of mystery shopping in the measurement and management of the service delivery process across a number of service sectors
The behaviour and attitudes of staff are a key input to a service organization’s identity. However, the quality and effectiveness of service delivery personnel in the retail banking sector varies significantly from branch to branch. The norms, values and behaviour that make up the corporate culture of the service team may explain the differences. E...
Examines the nature of corporate culture in a service delivery environment. In particular, attempts to examine the level of consensus that exists with regard to the norms, values and behaviour of service personnel. The research included a programme of quantitative research within one retail bank, involving the completion of a questionnaire by 268 b...
This article provides a framework to assist the target ing activities of European inward investment agencies (IIAs), recognizing that historically inward investment has not fulfilled the desired role of facilitating self- sustaining and innovative economic development in many European regions. While many such agencies do target their promotional pr...
This article considers the major emphasis currently being placed by the retail banks on the distribution element of the marketing mix. In particular, it demonstrates that the retail banks within the UK have recognised the importance of the branch network in achieving a competitive advantage and are currently active to a greater or lesser degree in...
