Journal of Services Marketing

Using atmospheric elements in service retailing: understanding the bar environment : Table of Contents

Rollo A.S. Grayson, Lisa S. McNeill — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – In retail environments, the atmosphere communicates to consumers through non-verbal channels, impacting on their beliefs about a product, a service or the way in which a service is provided. The current paper explores the bar environment, and the use of atmospherics by managers as well as responses to atmosphere by consumers, Design/methodology/approach – The research takes a qualitative approach, utilising focus groups with consumers, and in-depth interview with bar managers to assess the use and importance of atmospheric elements in the bar environment. Findings – The findings suggest that managers and consumers want the same things from the bar environment. However, parties are divided as to the best way of achieving this. Research limitations/implications – The research is limited to a sample of bars in one city. However, implications for bar retailing in general can be drawn from the observations by customers and managers. Practical implications – The study provides confirmation that atmospheres have the ability to creative positive emotions and behaviours. The results also highlight areas where atmospherics can not only be used to attract more patrons, but also to allow managers to reflect on their atmosphere creation practices. Originality/value – Research into atmospherics in service and retailing is still limited, with specific studies of unique environments' aspects required to further our knowledge of the part that atmospheric elements play in the success of these settings.

Category-specific RECIPEs for internet retailing quality : Table of Contents

Julie E. Francis — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – Limited attention has been given to the stability of the dimensions of quality across different types of internet retailing. This study aims to identify four distinct categories of internet retailing, develops a separate quality measurement scale for each category, then compares the dimensions of quality that emerged for each context. Design/methodology/approach – Four category-specific quality measurement scales (or RECIPE scales) were developed, one for each Fulfilment-Product type of internet retailing. The scales were administered to 1,262 internet shoppers, then the data were used to refine and assess the statistical properties of each instrument. A cross-category review of the refined quality dimensions was performed. Findings – All four categories of internet retailing involve the quality dimensions of customer service and security. However, the dimensions of quality associated with selecting, paying for and obtaining products vary according to the type of product that is purchased (goods versus services) and the fulfilment method (offline versus electronic). Research limitations/implications – There are four category-specific variations of internet retailing quality. This study provides a framework for distinguishing and measuring each variation. Practical implications – The “one-size-fits-all” approach to measuring and managing internet retailing quality is not sufficient. Managers should develop quality management strategies that cater to the purchase and fulfilment requirements of customers in their type of internet retailing. Originality/value – This study delineates internet retailing into four categories and presents a quality measurement scale for each category. This includes scales for three categories where such instruments do not otherwise exist.

Managing adoption barriers in integrated banking services : Table of Contents

Jonathan Lee, Maureen Morrin, Janghyuk Lee — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – Service organizations such as retail banks are attempting to increase their customers' lifetime value through the introduction of service innovations such as integrated banking. To date, these efforts have met with mixed success. This research proposes that strategic consideration of barriers to adoption can significantly alter and enhance the effectiveness of segmentation and communication efforts for service innovations. Design/methodology/approach – The paper utilizes a latent class regression with concomitant variables on a large-scale multinational consumer survey (n=2,702). Findings – The results demonstrate that incorporating barriers to adoption significantly alters the segments into which customers are classified, resulting in improved model fit and out-of-sample prediction. Originality/value – Future innovations will present other types of barrier. The authors show here that marketers can benefit from managing perceived barriers instead of directly analyzing consumer demographics.

Push, scream, or leave: how do consumers cope with crowded retail stores? : Table of Contents

Anita Whiting — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The paper examines coping strategies that consumers use within crowded retail stores. Specifically, this study explores and identifies coping strategies that consumers use, investigates whether the Folkman or Duhachek coping frameworks adequately capture all of the ways consumers cope, and looks at the implications these coping strategies may have on consumers and retailers. Design/methodology/approach – A three-stage qualitative study was conducted. Stage One consisted of informal interviews with customers. Stage Two was a pilot study of airport passengers. Stage Three was an online qualitative survey. Findings – Many of Duhachek's and Folkman's coping strategies were operative within a crowded retail setting. The coping strategies that were frequently used were distancing, avoidance, social support, rational thinking, action, escape, positive thinking, emotional venting, and confrontive. The study also found that further refinement of coping strategies and scales is needed. Research limitations/implications – An understanding of consumer coping strategies can help retailers to promote beneficial consumer coping strategies and avoid or limit detrimental coping strategies. The limitation of the study is that it is exploratory in nature. Originality/value – The paper provides a rich and vivid understanding of how consumers cope in a crowded environment, and demonstrates the importance of crowds and consumer coping and how these variables affect retailers. The study identifies new coping strategies, relabels existing coping strategies with more descriptive and comprehensive titles, and confirms established coping strategies.

Consumer reaction to service failure and recovery: the moderating role of attitude toward complaining : Table of Contents

Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The paper seeks to investigate, in a context of service failure and recovery, how consumer satisfaction is affected by problem severity and company responsiveness, how satisfaction influences repatronage intentions, word-of-mouth, and complaint intentions, and how consumer attitude toward complaining (ATC) moderates these relationships. Design/methodology/approach – An integrated model is proposed, following recent developments in the service recovery literature. This model is tested using data from a survey with 204 complaining customers. Findings – Service recovery affected satisfaction more strongly for consumers with high ATC, indicating a moderating role of ATC. This moderator was also supported in the link between satisfaction and complaining intentions. Also, failure severity and perceived justice influenced satisfaction, which affected repurchase intentions, word-of-mouth, and complaining intentions. Practical implications – Service managers should consider the differences between customers with low versus high ATC when providing recovery for a service failure. For instance, the importance of responsiveness in service recovery is even greater for those customers with high ATC, and those customers with low ATC have their complaint decision more dependent on their satisfaction level. Also, it is important to improve the customers' perceived fairness in the complaint resolution process. Originality/value – This paper investigates the key antecedents and consequences of satisfaction in a context of service failure and recovery by integrating previous research in a comprehensive model. ATC is proposed and tested as a moderator when complainers and non-complainers are compared in the level of the strength of the relationships. Previous research has not found a moderation effect in this level.

Do services marketers' success measures match their strategies? : Table of Contents

Michael T. Manion, Joseph Cherian — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The paper seeks to show that the strategic types of service marketers (e.g. Prospectors, Defenders or Analyzers) match the types of success measures that they use to evaluate new services. Design/methodology/approach – A theory is developed to show why service marketers of different strategic types use different success measures for the evaluation of new services. Using responses from 202 financial services marketers, strategic types are shown to relate in theoretically expected ways with the importance ratings of the categorized success measures. Findings – Notable relationships among strategic types and their success measure are identified. Prospectors, for example, attach greater importance to growth performance measures, consistent with the growth orientation of their service development programs. Defenders, on the other hand, attach more importance than Prospectors to efficiency performance measures, which relate to their programs' efficiency orientation. Analyzers, interestingly, place more emphasis on objectives-based performance measures, including strategic fit, than Prospectors. Research limitations/implications – The sampling frame purposely contains only US financial services firms; as such, future research may build upon this single-industry, single-country study. Practical implications – Academic success literature generally disregards the strategic types of respondents in measuring the success of service development programs. Practitioners, however, seek performance measures that are consistent with their firm's business strategy. This study provides a categorization of the most important success measures as appropriate to different strategic types. Originality/value – The service success literature has often dealt with the question of “what causes success?” and has rarely confronted, head-on, the question of “what is success?”. This paper addresses this critical research gap.

Key determinants of real estate service quality among renters and buyers : Table of Contents

Sven Tuzovic — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose of this study is to compare quality perceptions of virtual servicescapes and physical service encounters among buyers and renters of real estate. Design/methodology/approach – Qualitative data from a sample of 27 professionals engaged in higher education in the USA are gathered by recorded interview before being transcribed and imported into MAXQDA 2007 software for analytical coding. Findings – Particular differences are found to exist between renters and buyers with regard to specific service attributes – for example, description of properties and type of visuals during the pre-purchase stage, knowledge/experience and honest behavior of realtors during the service encounter stage and a continuous relationship with the realtor in the post-encounter stage. Research limitations/implications – Generalization of the results is limited because the study utilizes data from only one industry (real estate) and from only one demographic segment (professionals in higher education). Practical implications – Real-estate firms need to pay attention to both the training of agents and the design and content of their websites. Originality/value – This paper contributes to knowledge regarding virtual servicescapes in professional services.