Word of mouth for interpersonal services : communicating value

This thesis features three essays that provide a deeper understanding of how consumers evaluate interpersonal retail servicescapes and the values that are important to consumers within these servicescapes. In consequence to understanding that hedonic and utilitarian value is at the core of expectations within interpersonal retail servicescapes, the impact of value-based word-of-mouth (WOM) is tested. The first essay uses exploratory research to show that interpersonal retail servicescapes are distinct from other servicescapes. Interpersonal retail servicescapes consist of objectively and subjectively evaluated features that can be related to both service and environmental features. Using interpretative methods, the essay demonstrates that interpersonal retail servicescapes could be measured using methodological approaches that account for the intricacies of these specific environments. The second essay develops a measurement tool using personality theory to measure interpersonal retail servicescapes. The proposed five-dimensional scale accounts for the dynamic nature of interpersonal retail servicescapes, which consist of a high level of service occurring within a lean to highly elaborate environment. Each of the dimensions is related to consumer outcome behaviours, and it is found that rather than positive/negative value, it is hedonic/utilitarian value that orients the personality structure representing interpersonal retail servicescapes. In particular, three of the five dimensions are related to WOM, putting into question the appropriateness of valenced versus value WOM for interpersonal services. The final essay uses a factorial design to test the impact of value versus valenced WOM depending on the source (personal or anonymous) as well as the type of servicescape (self-service or interpersonal). In WOM for services, the source is far more important than the servicescape type. However the frame of the WOM used by consumers is most influential. Value-based WOM is shown to be more impactful on service quality perceptions than valenced-WOM, and this more so in interpersonal retail servicescapes than in self-servicescapes, regardless of the source. Overall, the research program highlights that interpersonal retail servicescapes are particularly complex settings which combine both social and environmental features. As such, WOM regarding interpersonal retail servicescapes should be value rather than valence-based in order to properly transmit the hedonic and utilitarian value consumers expect within these settings. Future research directions are discusse

Product patriotism: How consumption practices make and maintain national identity

In today’s society, globalization and global flows are ubiquitous and undeniable. Consequently, it is possible to question the role and importance of national identity in consumption choices. This research inductively develops a theory for product patriotism, defined as how consumers construe their identity through nationally-iconic product consumption. A typology is proposed, outlining four possible virtual national identity positions consumers may occupy relative to their stocks of cultural capital, relational orientation toward the nation and situational contingencies. Product patriotism as a framework is distinct from past research that a) narrowly focuses on spectacular or positive forms of nationalistic consumption, b) segments consumers based on nationalistic or patriotic traits, and c) focuses mostly on brands. The novel framework of product patriotism provides new insight into the social patterning of consumers’ reflexive, negotiated decoding of national identities, the dynamism of national identity, and the enduring significance of consumption when enacting national identities

How service seasons the experience: Measuring hospitality servicescapes

Hospitalityservicescapes incorporate physical complexity and social interaction. These two features are often measured separately but rarely measured together in attempts to uncover consumer perceptions within these settings. A psychometric scale developed within the restaurant setting shows a five-dimensional structure for capturing the personality of a hospitality setting. In contrast to attribute-based measures, this measurement approach highlights the importance of service interactions in shaping consumer perceptions. The items proposed account for the dynamism of the setting including the heterogeneity possible due to high service levels. The scale indicates how certain consumer perceptions, as outlined in the dimensions of the proposed scale, are likely to influence consumer outcome behaviors. Managerially, the scale provides a more precise understanding of consumer perceptions within restaurants. As such, the scale can serve as an interesting positioning tool as well a method to evaluate consumer perceptions of restaurants

Place as a nexus for corporate heritage identity:An international study of family-owned wineries

This paper uncovers the dynamic and reciprocal relationship between corporate heritage identities and corporate heritage brands. Through an examination of the role of place in the marketing strategies of seven family-owned wineries, in six countries, we explain how these wineries use their place to create and incorporate consistency with change in their marketing strategies. The cross-cultural case analysis of multigenerational and long-established, as well as novel and fledgling wineries, showcases how multiple role identities of wineries interact with the relative invariance of place to infuse corporate heritage identities and corporate heritage brands, and vice-versa. The results build on corporate heritage literature by providing an in-depth illustration of the role of place and corporate heritage identity interactions in the development of a firm's marketing strategy. The results are especially relevant for firms offering products anchored in a geographic origin

Should we patent it or keep it a secret?:The moderating role of proactive orientation in family versus non-family smes

We investigate how family and non-family small-and-medium size enterprises (SMEs) differ in their preference for patenting over secrecy as a means to protect value of intellectual property, and how proactive orientation moderates this relationship. Because secrecy carries more risks for spillover than patenting, we propose and provide evidence to suggest that family SMEs are more likely to use patents than secrecy relative to non-family SMEs as a mechanism to protect value. However, proactive orientation can weaken this relationship, since SMEs with a proactive orientation will avoid the disclosure of information required for patenting. Using a sample of 300 SMEs from four countries in the wine industry, we find support for our hypotheses and contribute to both the intellectual property (IP) and SME literatures by explaining how family SMEs relative to non-family SMEs protect the value of IP

SME Managers’ Perceptions of Competitive Pressure and the Adoption of Environmental Practices in Fragmented Industries:A Multi-Country Study in the Wine Industry

This study explains how managers’ perceptions of pressure from competitors and industry associations to adopt environmental practices are associated with the adoption of such practices, and firm performance in small- and medium-sized enterprises (SMEs) in fragmented industries. First, we hypothesize, in fragmented industries, perceived weaker competitive pressure focuses SME managers’ attention on opportunities associated with the adoption of environmental practices, resulting in further adoption of such practices. We also hypothesize that perceived stronger competitive pressure focuses managers’ attention on competitive threats and efforts to maximize value creation from adopted practices, thus, positively moderating the relationship between adopted environmental practices and financial performance. We test our hypotheses with survey data from wineries and vineyards in Italy, France, Denmark, and the United States, and find support for both hypotheses. These findings deepen our understanding of how SMEs in fragmented industries respond to perceived competitive pressure to adopt environmental practices