Cross-cultural comparisons of consumer satisfaction ratings : a perspective from Albert Hirschman’s theory.

Purpose This paper seeks to propose Albert Hirschman’s theory of “exit, voice and loyalty” as a complementary conceptual framework to Hofstede’s cultural dimensions and use them in conjunction to compare consumer satisfaction with services across cultures. Design/methodology/approach A model of satisfaction with complex services (higher education) is developed and then tested in two different cultures, Colombia and Spain, with a sample of 879 students. Structural equation modeling based on the partial least squares algorithm is used to test the proposed model. Findings Colombian students are more satisfied with the educational system than Spanish ones. This is explained by cultural and contextual differences that pose greater restrictions on accessibility to higher education, provide fewer choice alternatives and present more switching costs for the Colombian student. Originality/value This study applies the conditions of Hirschman’s theory in an international setting, offering a rich basis for understanding differences in consumer satisfaction that accounts for intra national diversityCustomer satisfaction; National cultures; Higher education; Students; Colombia; Spain;

'Unserved' interpretations of service satisfaction

Satisfaction with services has traditionally been explained with the help of service attributes. While these attributes have been good predictors of satisfaction, the relationship could possibly be better explained with the inclusion of additional variables. We draw on the literature in consumer behavior where situational variables in combination with product and consumer characteristics have been shown to be better predictors of consumers' behavior than consumer or product characteristics by themselves. Studies in consumer behavior have also established a direct link between affective state and consumers' behavior, the argument being that different states prime different goals, thus affecting the importance of attributes relevant under different situations. This is the basis of our study to show that situation-related affective state moderates the effects of service characteristics on satisfaction and the resulting outcomes of such satisfaction. A model incorporating the effects of situation-related affective state in the existing relationship between service characteristics and satisfaction is developed and tested to not only demonstrate the moderating role of situational emotions in the relationships but also its impact on the strength of these relationships.Services marketing, Satisfaction paradigm, Consumer behavior, Situation, Affective state

A framework for analyzing performance in higher education

Drawing on Tinto’s dropout intentions model (1975), Bean’s socialization model (1985), Astin’s involvement theory (1999), and the service marketing literature, this research presents a conceptual framework for analyzing students’ satisfaction, perceived learning outcomes, and dropout intentions. This framework allows for a better understanding of how students assess the university experience and how these perceptions affect future intentions. This article presents four studies testing fragments of the framework using data sets come from three countries and various undergraduate programs (business, economics, geography, and nursing). The models are tested using structural equation modeling with data collected using a questionnaire adapted to the specific contexts. The models have the ability to explain the studies’ dependent variables and offer practical utility for decision making. Applicability of the conceptual framework is evaluated in various contexts and with different student populations. One important finding is that student co-creation can be as important as perceived service quality in explaining students’ cognitive learning outcomes, which in turn explain a high percentage of satisfaction and affective learning outcomes. The studies also shed light on the roles of variables such as emotional exhaustion and dropout intentionsThe author acknowledges support received from the Spanish Ministries of Education and Science, and Economy and Competitiveness (Projects SEJ2007-65897, EA2007-0184 and ECO2011-27942) and the collaboration of the universities and departments involved in the stud

Current marketing practices and market orientation in the context of an emerging economy: the case of Uruguay

This research explores the link between contemporary marketing practices, market orientation and business performance in Uruguay, an emergent country that has recovered from an economic crisis. These approaches seem to be related, but there is no existing evidence to confirm this impression. Lessons can be learned from understanding how effective is the adoption of marketing practices under a crisis scenario. Using data from interviews with 143 micro and small enterprises’ managers, we identify three clusters dependant on the combination of marketing practices: a multi-marketing cluster, a medium-level relationship marketing cluster and a transactional cluster. A model relating market orientation components and various performance measures is tested for the three clusters, showing that the multi-marketing and transactional clusters are more effective in translating efforts and resources into business outcomes.Contemporary marketing practices, Market orientation, Performance, Clusters, Structural equation modeling, Uruguay

'Unserved' interpretations of service satisfaction

Satisfaction with services has traditionally been explained with the help of service attributes. While these attributes have been good predictors of satisfaction, the relationship could possibly be better explained with the inclusion of additional variables. We draw on the literature in consumer behavior where situational variables in combination with product and consumer characteristics have been shown to be better predictors of consumers' behavior than consumer or product characteristics by themselves. Studies in consumer behavior have also established a direct link between affective state and consumers' behavior, the argument being that different states prime different goals, thus affecting the importance of attributes relevant under different situations. This is the basis of our study to show that situation-related affective state moderates the effects of service characteristics on satisfaction and the resulting outcomes of such satisfaction. A model incorporating the effects of situation-related affective state in the existing relationship between service characteristics and satisfaction is developed and tested to not only demonstrate the moderating role of situational emotions in the relationships but also its impact on the strength of these relationships

Marketing for technologies: S-D Logic and the Open Innovation paradigm

Firms have been modifying their innovation management processes to generate, implement and exploit new technological knowledge. A gradual shift from a closed to an open model of innovation has been the recurring pattern of this change. Firms have to revise their overall strategic orientation to adapt their managerial procedures according to the Open Innovation (OI) paradigm. The New Service-Dominant (S-D) Logic can offer a useful guideline to firms in the implementation of an OI model. This paper presents the bases of the OI paradigm by means of the S-D Logic mindset. For each of the premises characterizing the S-D Logic, instances of firms that have implicitly adopted the OI paradigm are provided. We discuss how the S-D Logic can be put in practice within the context of the OI model

Familiarity and format: cause-related marketing promotions in international markets

The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand in a new international market. One of the challenges CRM promotions face is skepticism toward the campaign and for that reason, many brands form alliances with well-known charities familiar to the consumer, hoping that the trust and goodwill generated by the charity will be transferred to the brand. The authors manipulate price and donation presentation formats to show an alternative means for overcoming skepticism.Lola Duque acknowledges support from FEDER/Spanish Ministry of Science, Innovation and Universities (Project ECO2017-87369-P)

Marketing practices and performance in a post-crisis scenario

This research explores the link between contemporary marketing practices, market orientation and business performance in Uruguay, an emergent country that has recovered from an economic crisis. These approaches seem to be related, but there is no existing evidence to confirm this impression. Lessons can be learned from understanding how effective is the adoption of marketing practices under a crisis scenario. Using data from interviews with 143 micro and small enterprises’ managers, we identify three clusters dependant on the combination of marketing practices: a multi-marketing cluster, a medium-level relationship marketing cluster and a transactional cluster. A model relating market orientation components and various performance measures is tested for the three clusters, showing that the multi-marketing and transactional clusters are more effective in translating efforts and resources into business outcomes

Promotional benefits of 99-ending prices: the moderating role of intuitive and analytical decision style

Evidence suggests that retailers use 99-ending prices as a promotional technique. This paper explores the consumer perceived benefits of such promotional practices and the information processing conditions under which hedonic benefits are higher (lower) than utilitarian ones. In line with the benefit framework of sales promotion proposed by Chandon, Wansink, and Laurent (2000), 99-ends are not expected to be strictly associated to monetary savings benefit but also to a more hedonic benefit, fulfilling consumer’s needs for exploration. In addition, the analytic or intuitive consumer decision style (Mantel & Kardes, 1999) is likely to activate either the utilitarian benefit of savings or the hedonic benefit of exploration with more strength. The analysis of an on-line survey among 317 shoppers shows that both perceived savings and exploration benefits have a positive impact on proneness to buy 99-ends products with the saving benefits being stronger (weaker) for analytical decision makers (intuitive decision makers). The findings contribute to the better understanding of the image effect of 99-ends underlying its individual differences and help retailers and also pricing managers in their use of 99-ends as a promotional technique