Micro-Level Interactions in Business-Nonprofit Partnerships

While most research on business-nonprofit partnerships has focused on macro and meso perspectives, this paper pays attention to the micro level. Drawing on various theoretical perspectives from both marketing and management, we conceptually relate the outcomes of active employee participation in such partnerships to consumer self-interest. We also explore empirically whether and when self-interest affects consumers’ responses towards firms in relation to business-nonprofit partnerships. The study reveals that self-interest can directly influence consumers’ behavioral responses towards firms (i.e. switching and buying intentions, and word of mouth), whereas the impact on evaluative responses in terms of attitude and trust is only weak. The fit between the firm and the nonprofit partner (company-cause fit) turns out to moderate this effect, with consumer self-interest only playing a role if fit is high. Implications for research and practice are discussed

Handling consumer messages on social networking sites: customer service or privacy infringement?

Firms increasingly use social network sites to reach out to customers and proactively intervene with observed consumer messages. Despite intentions to enhance customer satisfaction by extending customer service, sometimes these interventions are received negatively by consumers. We draw on privacy regulation theory to theorize how proactive customer service interventions with consumer messages on social network sites may evoke feelings of privacy infringement. Subsequently we use privacy calculus theory to propose how these perceptions of privacy infringement, together with the perceived usefulness of the intervention, in turn drive customer satisfaction. In two experiments, we find that feelings of privacy infringement associated with proactive interventions may explain why only reactive interventions enhance customer satisfaction. Moreover, we find that customer satisfaction can be modeled through the calculus of the perceived usefulness and feelings of privacy infringement associated with an intervention. These findings contribute to a better understanding of the impact of privacy concerns on consumer behavior in the context of firm–consumer interactions on social network sites, extend the applicability of privacy calculus theory, and contribute to complaint and compliment management literature. To practitioners, our findings demonstrate that feelings of privacy are an element to consider when handling consumer messages on social media, but also that privacy concerns may be overcome if an intervention is perceived as useful enough

The effect of humor in electronic service encounters

By means of an experimental design, we investigate the moderating effect of humor on the interplay between process and outcome in terms of customer evaluations of the electronic service encounter. We conclude that a favorable process mitigates an unfavorable outcome in terms of enjoyment, satisfaction, and behavioral intentions when related humor is included on the website. Contrary, on a non-humorous website, the functional process has no effect when outcome is negative. However, in addition to the positive, compensatory effect, we find that for websites that are unfavorable in terms of process and outcome, the use of related humor causes more negative customer evaluations compared to a non-humorous website.

La satisfaction envers les discussions en ligne de clients: l'influence des attributs technologiques perçus, des caractéristiques du groupe de discussion et du style de communication du conseiller

International audienceCet article étudie les groupes de discussion commerciale en ligne par le prisme de la théorie de la structuration. Les résultats confirment l'influence des attributs technologiques perçus (le contrôle, le plaisir, la fiabilité, la vitesse et la facilité d'utilisation) et des caractéristiques du groupe de discussion (implication du groupe, similarité et réceptivité) sur la satisfaction du client, et le rôle modérateur du style de communication du conseiller sur ces relations. De plus, nos résultats montrent que les caractéristiques du groupe de discussion influencent directement et indirectement la satisfaction du client par les attributs technologiques perçus. En retour, la satisfaction envers le groupe de discussion en ligne influence les intentions de comportement. Pour finir, les perceptions individuelles sont considérablement accentuées par les perceptions au niveau du groupe. Notre étude illustre bien le fait que la théorie de la structuration offre une base solide pour un développement théorique et empirique des groupes de discussion en ligne. Elle montre également que les sites marchands se doivent de gérer avec soin l'interaction entre la technologie, les groupes de discussion et les conseillers en ligne pour fournir une expérience satisfaisante aux clients

Effectiveness of corporate employment web sites: How content and form influence intentions to apply

Purpose – Although research is emerging, the knowledge base on the evaluative determinants of the effectiveness of corporate employment web sites is still limited. This paper attempts to narrow this gap by investigating how potential job applicants' evaluations of web site content- and form-related attributes contribute to corporate employment web site effectiveness. Design/methodology/approach – The approach takes the form of an empirical study using PLS path modeling. Findings – Applicants' attitude toward a corporate employment web site is found to be differentially influenced by the web site's content- and form-related evaluations. In turn, attitude toward the web site influences intentions to apply. This relationship is fully mediated by attraction toward the organization. The latter is also influenced by attitude toward corporate employment web sites in general, which consequently contributes indirectly to application intentions. Research limitations/implications – Using a non-laboratory setting and a broader sample, future research should further apply a person-organization fit perspective to corporate online recruitment and investigate effects of personality-related factors such as risk/security-seeking tendencies. Furthermore, it may be worthwhile to include technology-oriented variables such as technological self-efficacy as well. Practical implications – Corporate employment web sites used to inform potential applicants about employment opportunities should be easy to use. In addition, firms should provide applicants with updated information and make sure that the information provided matches the applicants' needs during their information search process.. Persons who hold a more favorable overall predisposition toward corporate employment web sites are more attracted toward an organization using such sites. This suggests that corporate employment web sites may be particularly effective for certain groups of applicants, beyond the effects of web site content and form. Originality/value – Drawing on literature in areas such as job applicant decision making, information systems, and web site effectiveness, the paper develops the understanding of the role of web site features in determining intentions to apply for a job via corporate employment web sites.Employment, Recruitment, Worldwide web

“Bedankt voor het compliment!”: het effect van bedrijfsreacties op positieve online word-of-mouth

Hoewel er veel aandacht is voor klachten die klanten online delen, zijn de meeste berichten over bedrijven die consumenten op sociale netwerksites plaatsen juist positief