The "Pay What You Want\u27\u27 Pricing Policy: Power Sharing or Communication Action?

The academic literature focusing on consumer empowerment has studied the issue of the product (co-creation, co-innovation), the brand (brand community, consumer\u27s tributes), the communication (lead users) and the consumer work. However, it is surprising to note that little attention has been given to the consumer participation to price setting, and particularly to the \u27Pay What You Want (PWYW)\u27 pricing mechanism. Although researchers do not examine this issue, a number of enterprises have adopted this new pricing policy. Recently, several reports and newspaper articles have largely evoked this subject by describing it as innovative and as a marketing tool (remedy to the purchasing power crisis, setting a fair price, regaining customers ...). The aim of this study is to explore the PWYW mechanism: Is it a communication tool as mentioned by the media or a new participative mechanism which enables power sharing between the enterprise and its customers? We are interested in the enterprises\u27 point of view and we hope to identify the reasons which can explain why managers take the risk to decrease their profits. The intention of the enterprise is it really to more involve customers in the decision making

Les ruptures de stock : comportements du consommateurs, facteurs d'influence et satisfaction vis-à-vis du magasin

The purpose of this thesis is to provide a better understanding of the processes influencing consumer behaviour during stockouts. By influencing, we mean all processes and factors which lead the consumer - concerned by the stockout - to choose one particular type of behaviour rather than another and improve or reduce his/her satisfaction with respect to the point of sale. Whilst the first marketing models of consumer behaviour were restricted to the choice of one type of behaviour, we are suggesting a broader framework including the consumer's psychological moods with respect to the product required when he/she enters the store : a state of mind enabling him/her to conclude that the goods are out of stock, or not. Our model also includes the various factors which could have an impact on the choice by the consumer of a particular behaviour as well as the effect of the behaviour adopted by the customer on the satisfaction felt regard to the point of sale. The effect of out-of-stock on the consumer is first tested empirically through an exploratory qualitative study in order to select the factors to be studied. Our research assumptions are then tested using data collected during an empirical study in the field. The data is processed by an analysis of multiple mappings then by logistics regressions. We therefore demonstrate the influence of several factors and especially the interaction between the factors. Lastly, the satisfaction survey in the store reveals that postponing the purchase is the behaviour leading to geatest satisfaction with respect to the store after observing the out-of-stock.Cette thèse a pour but de contribuer à une meilleure connaissance des processus qui influencent le comportement des consommateurs lors des ruptures de stock. Par influence, nous entendons tous les processus et facteurs qui ont pour effet d'amener le consommateur – concerné par les ruptures de stock - à choisir un comportement plutôt qu'un autre et à améliorer ou amoindrir sa satisfaction vis-à-vis du point de vente. Alors que les premiers modèles marketing en comportement du consommateur s'enferment dans le choix d'un comportement, nous suggérons un cadre plus large incluant les dispositions psychologiques du consommateur vis-à-vis du produit désiré lorsqu'il entre dans le magasin : état d'esprit qui lui permet de constater ou non la rupture de stock. Notre modèle englobe également les différents facteurs pouvant intervenir dans le choix d'un comportement par le consommateur ainsi que l'effet de la conduite adoptée par le client sur la satisfaction qu'il éprouve vis-à-vis du point de vente. L'effet des ruptures de stock sur le consommateur est testé empiriquement tout d'abord par une étude qualitative exploratoire afin de sélectionner les facteurs à étudier. Le test de nos hypothèses de recherche est ensuite effectué à partir de données recueillies lors d'une étude empirique sur le terrain. Les données sont traitées par une analyse des correspondances multiples puis par des régressions logistiques. Nous mettons ainsi en avant l'influence de plusieurs facteurs et surtout l'interaction des facteurs entre eux. Enfin, l'étude de la satisfaction au magasin fait ressortir le comportement de report de l'achat comme celui conduisant à la plus forte satisfaction vis-à-vis du magasin après constat d'une rupture de stock

The Contribution of Gratitude to Satisfaction Models for Complaining Customers

Consumer research has shown that satisfaction with complaint handling strongly influences word of mouth behaviour, but affects to a lesser extent repurchase intent. To better explain the performance outcomes derived from complaint handling, we propose a conceptual model in which gratitude along with satisfaction are assumed to be critical mediators of the effects of recovery investments on performance outcomes. This model was tested using a quasi-experimental survey drawing on data from multiple industries. Our results show an opposing pattern of results for each mediator. Whereas gratitude strongly influences repurchase intent, but is not related to word of mouth, satisfaction with complaint handling exhibits a high contribution to word of mouth and no significant effect on repurchase intent. Our findings suggest that the mediating role of gratitude and satisfaction rely on different psychological mechanisms. Overall, the research empirically demonstrates that shortterm feelings of gratitude generated by a complaint handling act are likely to increase purchase intentions. Finally, we draw on the findings of this study to offer implications for service recovery researchers and managers