Professional service firms are relationship marketers: But does size matter?

There are few research-based insights into professional service firms’ (PSFs) contemporary marketing practices. This is unfortunate as the professional services sector is a key contributor to growth in Australian and other economies around the world. As professional services are unique in a number of ways and their operations and marketing activities inextricably intertwined, the present study investigated the extent to which PSFs practice marketing and whether this differs according to size. Depth interviews were held with thirty seven Australian senior managers in four key industries. We examined the extent of relationship marketing, conceptualised at an overall managerial level as well as four sub-practices identified in research by Coviello and colleagues. We found relationship management and interaction marketing were the most common practices, which is consistent with the inseparability concept, and that relationship management and database marketing were more common in larger firms, which is consistent with their relative resource strength

Understanding service failure and recovery: A customer-based phenomenographic approach

To date, researchers have largely considered service failure and recovery as a combination of individual constructs, often in isolation, rather than viewing failure and recovery holistically. Consequently, our understanding is fragmented. Furthermore, while some attempt has been made to gain a better understanding of service failure and recovery from both the customer and the employee’s perspective (cf. Bitner et al.1990; McColl-Kennedy and Sparks 2003), no study has employed an interpretative perspective that potentially offers a rich, in-depth approach to this important area of research. Given this gap, our paper presents the value of taking a customer-based interpretive approach to obtaining a fuller understanding of the way customers view service failure and recovery. In this paper we report the findings of our phenomenography study of twenty in-depth interviews. Not only do we argue the benefits of adopting this fresh approach to studying service failure and recovery, we also present an innovative conceptual framework derived from our phenomenographic research findings, which has significant theoretical and practical implications

Reconceptualizing professional service firm innovation capability: Scale development

Building on capability theory, this paper presents a reconceptualization of the innovation capability construct within a knowledge-intensive service context, specifically, professional service firms (PSFs). Employing a rigorous multi-stage scale development process we interviewed 37 participants and surveyed 463 respondents across a wide range of PSFs including lawyers, accountants, consulting engineers and management consultants. The results of exploratory and confirmatory factor analyses highlight the multi-dimensional nature of innovation capability within this context. Three dimensions were identified: client-focused, marketing focused, and technology-focused innovation capability. We provide evidence of face validity, content validity, convergent and discriminant validity, nomological validity and reliability of our scale. Our scale offers a new way to measure innovation capability within PSFs and highlights the need to move beyond the narrow manufacturing mind-set focus of prior innovation research. Implications for theory and practice are discussed

Fresh perspectives on customer experience

Purpose – The purpose of this paper is to provide directions for future research on: broadening the role of customers in customer experience; taking a practice-based approach to customer experience; and recognizing the holistic, dynamic nature of customer experience across all touch points and over time. Design/methodology/approach – The approach is conceptual identifying current gaps in research on customer experience. Findings – The findings include a set of research questions and research agenda for future research on customer experience. Originality/value – This research suggests fresh perspectives for understanding the customer experience which can inspire future research and advance theory and managerial practice

The Utility of Video Diaries for Organizational Research

This article assesses the utility of video diaries as a method for organization studies. While it is frequently suggested that video-based research methodologies have the capacity to capture new data about the minutiae of complex organizational affairs, as well as offering new forms of dissemination to both academic and professional audiences, little is known about the specific benefits and drawbacks of video diaries. We compare video diaries with two established and “adjacent” methods: traditional diary studies (written or audio) and other video methods. We evaluate each in relation to three key research areas: bodily expressions, identity, and practice studies. Our assessment of video diaries suggests that the approach is best used as a complement to other forms of research and is particularly suited to capturing plurivocal, asynchronous accounts of organizational phenomena. We use illustrations from an empirical research project to exemplify our claims before concluding with five points of advice for researchers wishing to employ this method

The Intentional Use of Service Recovery Strategies to Influence Consumer Emotion, Cognition and Behaviour

Service recovery strategies have been identified as a critical factor in the success of. service organizations. This study develops a conceptual frame work to investigate how specific service recovery strategies influence the emotional, cognitive and negative behavioural responses of . consumers., as well as how emotion and cognition influence negative behavior. Understanding the impact of specific service recovery strategies will allow service providers' to more deliberately and intentionally engage in strategies that result in positive organizational outcomes. This study was conducted using a 2 x 2 between-subjects quasi-experimental design. The results suggest that service recovery has a significant impact on emotion, cognition and negative behavior. Similarly, satisfaction, negative emotion and positive emotion all influence negative behavior but distributive justice has no effect

Social presence and dishonesty in retail

Self-service checkouts (SCOs) in retail can benefit consumers and retailers, providing control and autonomy to shoppers independent from staff, together with reduced queuing times. Recent research indicates that the absence of staff may provide the opportunity for consumers to behave dishonestly, consistent with a perceived lack of social presence. This study examined whether a social presence in the form of various instantiations of embodied, visual, humanlike SCO interface agents had an effect on opportunistic behaviour. Using a simulated SCO scenario, participants experienced various dilemmas in which they could financially benefit themselves undeservedly. We hypothesised that a humanlike social presence integrated within the checkout screen would receive more attention and result in fewer instances of dishonesty compared to a less humanlike agent. This was partially supported by the results. The findings contribute to the theoretical framework in social presence research. We concluded that companies adopting self-service technology may consider the implementation of social presence in technology applications to support ethical consumer behaviour, but that more research is required to explore the mixed findings in the current study.<br/

Improving the normalization of complex interventions: measure development based on normalization process theory (NoMAD): study protocol

&lt;b&gt;Background&lt;/b&gt; Understanding implementation processes is key to ensuring that complex interventions in healthcare are taken up in practice and thus maximize intended benefits for service provision and (ultimately) care to patients. Normalization Process Theory (NPT) provides a framework for understanding how a new intervention becomes part of normal practice. This study aims to develop and validate simple generic tools derived from NPT, to be used to improve the implementation of complex healthcare interventions.&lt;p&gt;&lt;/p&gt; &lt;b&gt;Objectives&lt;/b&gt; The objectives of this study are to: develop a set of NPT-based measures and formatively evaluate their use for identifying implementation problems and monitoring progress; conduct preliminary evaluation of these measures across a range of interventions and contexts, and identify factors that affect this process; explore the utility of these measures for predicting outcomes; and develop an online users’ manual for the measures.&lt;p&gt;&lt;/p&gt; &lt;b&gt;Methods&lt;/b&gt; A combination of qualitative (workshops, item development, user feedback, cognitive interviews) and quantitative (survey) methods will be used to develop NPT measures, and test the utility of the measures in six healthcare intervention settings.&lt;p&gt;&lt;/p&gt; &lt;b&gt;Discussion&lt;/b&gt; The measures developed in the study will be available for use by those involved in planning, implementing, and evaluating complex interventions in healthcare and have the potential to enhance the chances of their implementation, leading to sustained changes in working practices