Customer feedback online : case studies of Swedish manufacturing SMEs

Keeping existing customers as well as attracting new ones have been a critical concern to many firms. Collecting and monitoring customer feedback online in these regard have given firms the possibility to assess and upgrade their services and product capabilities as needed to maintain and improve competitiveness. This thesis aims at exploring and describing the tools used by SMEs to collect customer feedback online, their components and the criteria used in selecting these Internet-based tools. The research is deductive and qualitative. Multiple in-depth case studies were conducted on three SMEs in Luleå, Norrbotten region of Sweden all of which are engaged in customer feedback collection online. Documentation and personal interviews were used. The data collected was analysed in a cross-case analysis. Based on a threefold purpose and a conceptual framework, we concluded that e-mail is the most dominant tool though supported by other online tools. These tools are also supplemented with other offline means such as questionnaire, telephone and focus group meetings. Components of an internet-based customer feedback system and the criteria for assessing an Internet-based customer feedback collection tool also were identified.Validerat; 20101217 (root

Communicating Brand Personality: Are the Websites Doing the Talking For the Top South African Business Schools?

This study extends the conceptualisation and measurement of brand personality to the online environment. We contend that websites are an important element of corporate identity management in today\u27s competitive environment. We investigated the websites of South African Business Schools in order to find out what brand personality each school features. Our multistage methodology revealed a measure of business school brand personality that to some extent portrays the dimensions Aaker postulated. This study illustrates a powerful, but simple and relatively inexpensive way business school managers can study communicated brand personality. The results also offer new ways for business schools (and other organisations) to strengthen their brand and market position in a competitive environment. It also is a relatively simple way to differentiate their school in the crowded MBA education marketplace

Positioning in Cyberspace: Evaluating Bestselling Authors\u27 Online Communicated Brand Personalities Using Computer-aided Content Analysis

This study employs a computer-aided text analysis technique to explore whether bestselling authors communicate Aaker\u27s brand personality in the online environment. We argue that content analysis facilitated by a computer is relatively reliable and less tedious than that performed by human coders. We analyse the content of websites on the presumption that this reflects what the author wants to say about him / herself. The study offers a new technique for content analysts and marketing communicators to quantify various aspects of marketing communications and goes a little further towards the evaluation and mapping of websites using correspondence analysis

Perceived regulator/ burden, institutional ties, financial resource capability and corporate social performance in a sub-Saharan African economy.

This study adopts the institutional, slack resource and social capital theories to examine the perceived regulatory burden-corporate social performance (CSP) link and the moderating effects of this relationship. The theoretical model was validated using confirmatory factor analysis and hierarchical regression on survey data from 287 small and medium-sized enterprises (SMEs) in Ghana. The empirical findings suggest that perceived regulatory burden is negatively related to CSP and that the level of institutional ties and financial resource capability amplify the perceived regulatory burden-CSP relationship such that the relationship is more negative and significant for higher institutional ties and financial resource capability

Communicating Brand Personality: Are the Web Sites Doing the Talking for Food SMEs?

Purpose – The purpose of this paper is to analyse web site brand communication by small to medium‐sized enterprises (SMEs) in the restaurant franchise industry, using Aaker\u27s brand personality dimensions. It shows how an SME can test its intended positioning against competitors. Design/methodology/approach – A multistage methodology using a combination of content analysis and correspondence analysis was used. The intention was to illustrate a technique that can be used by SMEs at low cost and with ease. Findings – Food SMEs are able to communicate brand personality by way of their web sites. The brands and the personality types are presented which clearly reveals the positioning of the competitors. Practical implications – This paper illustrates a powerful, but simple and relatively inexpensive way for SMEs to study communicated brand personality. Originality/value – The major contribution of this study is to alert SME scholars and retailers to the potential of computerized content analysis as a means of studying web site content, and the subsequent use of correspondence analysis to understand how to position against competitors

The Impact of Internal Marketing on the Perception of Service Quality in Retail Banking: A Ghanaian Case

Although there is a large volume of literature on internal marketing, there is limited empirical evidence on its impact on the perception of service quality in developing nations. A literature review of internal marketing and service quality has been completed. A survey of 32 top managers, 100 employees and 200 external customers of a major bank in Ghana was undertaken to assess the impact of internal marketing on the perception of service quality. The results suggest that internal marketing can have an influence on service quality. Implications of the study are highlighted, limitations noted and directions for future research are outlined

What I Say About Myself: Communication of Brand Personality by African Countries

This study analyses website brand communication by African nations using Aaker\u27s brand personality dimensions. A multistage methodology focused on 10 African countries, using a combination of content analysis and correspondence analysis. We found that some countries have specific brand personalities while others are failing to communicate their brand personalities distinctly. This article illustrates a powerful, but simple and relatively inexpensive way for international marketers to study communicated brand personality. Although there are 53 countries on the African continent, only 10 countries were covered by this research. The intent was, however, to demonstrate a research method, rather than have comprehensive coverage of the African continent. The major contribution of this study is the use of a new research approach and set of tools that both tourism researchers and managers can use. The technique is easy to use, and the results are easy to interpret

Foreign market knowledge, entry mode choice and SMEs' international performance in an emerging market

This paper examines the mediating role of equity entry mode choice in the relationship between foreign market knowledge (FMK) and international performance of small and medium-sized enterprises (SMEs) originating from emerging markets. In addition, this paper investigates when FMK enhances firms' equity mode choice by considering financial slack as a moderating variable. Using data obtained from 205 SMEs engaged in cross-border activities in Ghana, the results reveal that FMK and international performance relationship is mediated by foreign market equity entry mode choice. The results also suggest that FMK positively relates to SMEs' preference for equity mode for foreign market entry and this relationship is amplified when slack resource is greater. These findings offer theoretical as well as practical implications for SME managers in developing and emerging markets in terms of entry mode decisions