A planned study of the impact of B2C logistics service quality on shopper satisfaction and loyalty

Purpose of the paper: This paper reports on an in-progress study of the impact of business to consumer (B2C) logistics service quality (LSQ) on in-store shopper satisfaction and loyalty. Methodology: A comparative research approach is being used across the UK, France and Germany to also investigate country-specific differences of consumer shopping behaviour and channel strategies. The first stage, in-line with a deliberate integrated supply chain approach, consists of structured in-depth interviews conducted with managers at the producer/retailer interface, e.g. producer category captains and retail category managers. This qualitative stage will be followed-up by a quantitative survey stage targeting consumers as shoppers to determine how their expectations of retail LSQ and associated activities influence their satisfaction and ongoing loyalty. Findings: A broad literature review has generated over 40 variables of interest for both LSQ and loyalty, and almost 10 variables of satisfaction. This study will contribute theoretically by considering a B2C setting for LSQ, which is the final aspect of point of origin to point-of-consumption, whereas most general LSQ literature and LSQ’s impact on customer satisfaction and loyalty has been dominated by business to business (B2B) designs from point-of-origin to point of sale, that is they assume consumer expectations are a given or a different domain. Research limitations: Although covering three major European grocery retail markets, this study might not be considered as representative, especially when adopting a world-wide perspective. Practical implications: As this study emphasises consequences of B2C LSQ on downstream or consumer satisfaction and loyalty, rather than considering the upstream origins of related problems that dominate extant research, it will contribute practically by providing managers with an understanding of the components of LSQ considered critical by consumers

A HOLISTIC APPROACH OF RELATIONSHIP MARKETING IN LAUNCHING LUXURY NEW PRODUCTS

On the basis of increased complexity of the exchange mechanism, at the beginning of the third millennium the contemporary marketing suffers some physiognomic changes. Holistic orientation of the contemporary marketing is imposed by the new dimensions therelationship marketing, holistic marketing, luxury marketing, residential complex, research on perception of luxury

Corporate branding in the retail sector: a practitioner’s perspective

It can be argued that corporate branding is essentially a strategic task spanning across functional boundaries and internal and external sphere of the organisation. What is the opinion of practitioners on the concept? This paper presents the findings from a study in the UK retail sector. The purpose of the study is to assess whether the practitioners share the view that the corporate brand is an integrative device and the process of corporate branding is holistic in nature

Cost-efficient NGN rollout

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An international study of the impact of B2C logistics service quality on shopper satisfaction and loyalty

Paper presented at 17th Toulon-Verona International Conference. This paper reports on an in-progress study of the impact of business to consumer (B2C) logistics service quality (LSQ) on in-store shopper satisfaction and loyalty. LSQ in this study is considered to be a holistic concept and not limited to specific dimensions and trade-offs, for example on-shelf availability versus out-of-stock situations. A comparative research approach is used across the UK, France and Germany to also investigate country-specific differences of consumer shopping behaviour and channel strategies. The first stage, in-line with a deliberate integrated supply chain approach, consists of structured in-depth interviews conducted with managers at the producer/retailer interface, e.g. producer category captains and retail category managers. This qualitative stage is being followed-up by a quantitative survey stage targeting consumers as shoppers to determine how their expectations of retail LSQ and associated activities influence their satisfaction and ongoing loyalty. This study will contribute theoretically by considering a B2C setting for LSQ, which is the final aspect of point of origin to point-of-consumption, whereas most general LSQ literature and LSQ’s impact on customer satisfaction and loyalty has been dominated by business to business (B2B) designs from point-of-origin to point of sale, that is they assume consumer expectations are a given or a different domain. Further, as this study emphasises consequences of B2C LSQ on downstream or consumer satisfaction and loyalty, rather than considering the upstream origins of related problems that dominate extant research, it will contribute practically by providing managers with an understanding of the components of LSQ considered critical by consumers

Does B2C online logistics service quality impact urban logistics?

This paper reports on an in-progress research study regarding the impact of business to consumer (B2C) online logistics service quality (OLSQ) for shopper satisfaction and loyalty on urban logistics across the UK, France and Germany to also investigate country-specific differences of consumer online shopping behaviour and channel strategies. A two-stage approach is adopted consisting of firstly of qualitative research conducted with managers at the producer/retailer interface and secondly a quantitative survey stage targeting consumers as online shoppers to determine how their expectations of OLSQ and associated activities influence their satisfaction and ongoing loyalty. This study should contribute theoretically by considering a B2C setting for OLSQ, which is the final aspect of point-of-origin to point-of-consumption, as most general literature on these topics has been dominated by business to business (B2B) logistical designs, and also identify any discrepancies between consumer expectations or behaviour as it may affect urban logistics solutions. Further, this study should contribute practically by providing managers with an understanding of the components of OLSQ considered critical by consumers

Focus groups of value concepts of producers: National Report Switzerland

The Organic Revision project was funded by the EU with the aim of supporting the further development of the EU Regulation 2092/91 on organic production. As part of the project focus groups were run in five European countries on value concepts of organic producers and other stakeholders, during 2004-2005. The project aims to provide an overview of values held among organic stakeholders, and of similarities and differences among the various national and private organic standards. In Switzerland, three group sessions were held with established organic farmers, two groups with newly converted organic farmers, one group involved experts from BIO SUISSE and one group was conducted with students from Agronomy, Environmental Sciences and Geography faculties of Zurich. The following conclusions were reached: Almost all participants were engaged in organic agriculture based on a certain believe or because they just like organic farming. Not only farmers had strong concerns with regard to the current development. The discussion about the basic values and the over-arching principles of organic agriculture were seen as very positive and a move in the right direction. The health of the ecosystem were in the discussions several times a fundamental value. Fair trading conditions were seen for many participants as a core issue. The producers did see the maintenance of their family farm and the farm succession as major issue. Many farmers were against an industrialisation of agriculture and against a too strong commercialisation of their products. Several farmers and several groups mentioned the problem of the lack of solidarity between farmers. Solidarity should get more importance in the future. Several farmers wished that there will be better cooperation between farmers and market actors as well as a better common strategy with a clear concept. Another issue was a truthful and careful processing, which is also for farmers very relevant. The farmers as well as the experts found that the added value of the production, the ideologic content of the products, and as well as the special intrinsic quality of the products are very important. Furthermore farmers and experts were in favour of “100 % entirely supply and market chains with only organic product, where not only the producers but also the trader and sales staff is convinced of organic agriculture. Many producers found that the communication with costumers, in particular public relation, will be important to survive on a competitive market and must be improved. A secure livelihood, surviving on he market and the strong workload were for many producers a major issues. Another central discussion point was the overregulation and inspection. Not only the producers but all main actors wished that the standard/rules are more comprehensive and the inspection work less bureaucratic. This issue is highly relevant not only for organic farmers. Experts saw a potential for an adaptation of the standards. In particular the health of the Ecosystem and the regionality are seen as key topics

The Moderating Role of Context in Determining Unethical Managerial Behavior: A Case Survey

We examine the moderating role of the situational and organizational contexts in determining unethical managerial behavior, applying the case-survey methodology. On the basis of a holistic, multiple-antecedent perspective, we hypothesize that two key constructs, moral intensity and situational strength, help explain contextual moderating effects on relationships between managers’ individual characteristics and unethical behavior. Based on a quantitative analysis of 52 case studies describing occurrences of real-life unethical conduct, we find empirical support for the hypothesized contextual moderating effects of moral intensity and situational strength. By examining these complex contextual moderators, we aim to contribute to organizational ethics research as we shed light on the critical role that context may play in influencing unethical managerial behavior

Talking to the Empowered Consumer Dealing with the Shift of Power

The concept of the empowered consumer cannot be considered as a field of exact scientific research yet. Nevertheless, it has become part of scholars’ interest and gains more and more importance in the research of organisational relationships with customers. It is suggested that two influencing criteria are especially at the forefront: The emergence of the Internet, which effected that barriers to collect and to disseminate information across boundaries were decisively reduced. As a consequence consumers could organise globally and collect and exchange information and experiences about organisations and their products. Furthermore, flexible interactivity between companies and consumers, but particularly from consumers to consumers enable direct interaction changing many previously established rules of doing business. Due to these new opportunities new business models developed and the proposition is that intangible values such as reputation gained even more importance and influence tangible outcomes. Suggestions are that 1.), this concept links communication, corporate behaviour and legitimacy of activities influencing reputation as a driver of value. 2.), reputation as a corporate asset can be managed but it is beyond the pure control of an organisation. 3.), reputation is part of public perception, which an organisation has to build, maintain and expand depending on communicative abilities and willingness to accept consumers as a centre of power. The following discussion will present Grunig et al.’s communication model explaining changed organisational challenges. It is put forward as a framework for marketing for times in which online opportunities added to the earlier b2b and b2c models c2c and P2P considerations and architectures. The annual studies of the market research institute puls undertaking regular representative research among German consumers since November 2005 will present evidence for the relationship of improved prices, which may be achieved, and the perception a firm possesses. This paper deals mostly with German examples and data, but the hypothesis is that a) the general situation in other Western countries is alike, but needs b) specific additional research, since cultural differences are expected to have a considerable influence, especially when criteria such as individualist and collectivist organisation of society and high and low context communication styles are involved. Hence, the results of the same study in different countries are therefore expected to present some variation. Additionally, the Cluetrain Manifesto challenges corporate behaviour of those companies still believing to have the ability to control information disseminated by and written about it. Examples provided will support the hypothesis that powerful consumers may have significant impact on organisational behaviour, decision-making and outcomes. Keywords: Empowered Consumer Concept, Symmetric Two-way communication, Reputation, c2c, P2

MULTI LEVEL MARKETING INTEGRATION PROCESS MANAGEMENT

The paper’s intention is to deal with the issues of the comprehensive multu level marketing integration. It is a conceptual view over the different aspect of the integration process on different levels. The author presents some basic principles of internal and external integration of the marketing inside and outside the business systems. In this regard the business organization network (BON) is also an object of approaching. It is suggested an integration methodology to be used for the conceptualization and development of the -integration process. Another aspect of the paper is the presentation of models for vertical and horizontal markets and marketing integration beyond the boundary of the business systems. Some of the problems of marketing networking process are also discussed in the article.Business organization network; Marketization process; Marketing networks;