Pub Date : 2015-02-11DOI: 10.20429/jamt.2015.060104
R. Goldsmith, L. Flynn, F. Korzenny
800x600 Brand engagement describes the tendency of consumers to make the brands they buy part of their self-concept. This new insight into consumer behavior offers marketers many ways to create relationships with their customers. An unexplored aspect of brand engagement is how it is related to consumer innovativeness, the tendency to be among the first buyers of new products. The present study used survey data from 2399 adult U.S. consumers to show that brand engagement is positively related to consumer innovativeness. This finding suggests that in addition to promoting the features of new products likely to attract innovators, showing how the brand can express the self-concept of the innovator may also encourage its adoption. Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4
{"title":"Brand Engagement and Consumer Innovativeness","authors":"R. Goldsmith, L. Flynn, F. Korzenny","doi":"10.20429/jamt.2015.060104","DOIUrl":"https://doi.org/10.20429/jamt.2015.060104","url":null,"abstract":"800x600 Brand engagement describes the tendency of consumers to make the brands they buy part of their self-concept. This new insight into consumer behavior offers marketers many ways to create relationships with their customers. An unexplored aspect of brand engagement is how it is related to consumer innovativeness, the tendency to be among the first buyers of new products. The present study used survey data from 2399 adult U.S. consumers to show that brand engagement is positively related to consumer innovativeness. This finding suggests that in addition to promoting the features of new products likely to attract innovators, showing how the brand can express the self-concept of the innovator may also encourage its adoption. Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"60 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125361523","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-02-11DOI: 10.20429/jamt.2015.060103
Brody J. Ruihley, R. Hardin
This study examines sport spectators’ food and beverage experience through the lens of service quality, targets of quality, and standards of quality in sport-based services. Both qualitative and quantitative data were collected from 1,495 adults attending at least one American college football game. Thematic analysis produced five themes of price, variety, quality, service, and amenities while comparison analysis found several demographic differences. Findings reveal food and beverage to be critical in overall experience at sporting events. The overwhelming majority of comments were negative and findings provide feedback as to how important this aspect of the game experience is.
{"title":"Gameday Food and Beverage: The Perspective of College Football Fans","authors":"Brody J. Ruihley, R. Hardin","doi":"10.20429/jamt.2015.060103","DOIUrl":"https://doi.org/10.20429/jamt.2015.060103","url":null,"abstract":"This study examines sport spectators’ food and beverage experience through the lens of service quality, targets of quality, and standards of quality in sport-based services. Both qualitative and quantitative data were collected from 1,495 adults attending at least one American college football game. Thematic analysis produced five themes of price, variety, quality, service, and amenities while comparison analysis found several demographic differences. Findings reveal food and beverage to be critical in overall experience at sporting events. The overwhelming majority of comments were negative and findings provide feedback as to how important this aspect of the game experience is.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134487355","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2015-02-11DOI: 10.20429/jamt.2015.060101
Kristine Johnson, M. Pontes
This research investigates how US consumers use mobile phones in-store to acquire product-related information used to assist with purchase decisions. Data were collected in early January 2013 by a telephone survey of a nationally representative sample of adults in the US. (The data collection was sponsored by the Pew Foundation and made available for this research). Data analyses were performed on the subset of cell phone owners (n=908) with the use of R and its survey package that allow researchers to incorporate the sampling weights to estimate population statistics and standard errors. The independent variables were demographic variables (age, gender, college education, and household income). Results of both univariate and multivariate analyses showed that younger smartphone owners were significantly more likely to use their cell-phones to ask friends or family for product advice, to read product reviews online, and to engage in online price comparison while shopping. Women were significantly more likely than men to use their cell phone to acquire word-of-mouth product information from family and friends, but this gender effect was primarily observed among adults between 18-49 years. Univariate analyses showed that college education and household income were each significantly related to the use of cell-phones in store to acquire purchase-related information. Multivariate analyses, however, showed that these variables did not significantly predict greater use of cell-phones to acquire purchase-related information. These findings illustrate the importance of multivariate analyses to examine the relationship between demographic and behavioral variables and mobile phone use. These results also suggest that firms need to adapt to the growing use of mobile phones to assist with in-store purchase decisions. Normal 0 false false false EN-US JA X-NONE
本研究调查了美国消费者如何使用手机在店内获取产品相关信息，以协助购买决策。数据是在2013年1月初通过电话调查收集的，调查对象是全美具有代表性的成年人。(数据收集是由皮尤基金会赞助的，可供本研究使用)。使用R及其调查包对手机用户子集(n=908)进行数据分析，使研究人员能够将抽样权重纳入估计人口统计和标准误差。自变量为人口统计变量(年龄、性别、大学教育和家庭收入)。单变量和多变量分析的结果都表明，年轻的智能手机用户更有可能使用手机向朋友或家人咨询产品建议，在线阅读产品评论，并在购物时进行在线价格比较。女性比男性更有可能使用手机从家人和朋友那里获得产品的口碑信息，但这种性别效应主要在18-49岁的成年人中观察到。单变量分析显示，大学教育程度和家庭收入均与店内使用手机获取购物相关信息显著相关。然而，多变量分析表明，这些变量并不能显著预测更多地使用手机来获取与购物相关的信息。这些发现说明了多变量分析的重要性，以检验人口统计和行为变量与手机使用之间的关系。这些结果还表明，企业需要适应越来越多地使用手机来协助店内购买决策。正常0 false false false EN-US JA X-NONE
{"title":"In-store Use of Mobile Phones for Point-of-Purchase Product Information Searches in the US","authors":"Kristine Johnson, M. Pontes","doi":"10.20429/jamt.2015.060101","DOIUrl":"https://doi.org/10.20429/jamt.2015.060101","url":null,"abstract":"This research investigates how US consumers use mobile phones in-store to acquire product-related information used to assist with purchase decisions. Data were collected in early January 2013 by a telephone survey of a nationally representative sample of adults in the US. (The data collection was sponsored by the Pew Foundation and made available for this research). Data analyses were performed on the subset of cell phone owners (n=908) with the use of R and its survey package that allow researchers to incorporate the sampling weights to estimate population statistics and standard errors. The independent variables were demographic variables (age, gender, college education, and household income). Results of both univariate and multivariate analyses showed that younger smartphone owners were significantly more likely to use their cell-phones to ask friends or family for product advice, to read product reviews online, and to engage in online price comparison while shopping. Women were significantly more likely than men to use their cell phone to acquire word-of-mouth product information from family and friends, but this gender effect was primarily observed among adults between 18-49 years. Univariate analyses showed that college education and household income were each significantly related to the use of cell-phones in store to acquire purchase-related information. Multivariate analyses, however, showed that these variables did not significantly predict greater use of cell-phones to acquire purchase-related information. These findings illustrate the importance of multivariate analyses to examine the relationship between demographic and behavioral variables and mobile phone use. These results also suggest that firms need to adapt to the growing use of mobile phones to assist with in-store purchase decisions. Normal 0 false false false EN-US JA X-NONE","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"81 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121692772","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-12-01DOI: 10.20429/jamt.2014.050201
Melinda A. McLelland, R. Goldsmith
Customers are often overlooked during the merger process in both reality and the marketing literature. This research features an experiment with 431 U.S. consumers that assesses the impact of a service failure following a merger on a variety of consumer behaviors. Key results indicate that consumers are more likely to switch service providers if they experience a failure of any magnitude (major/minor) following a merger than if they experience the same failure in the absence of a merger. This finding emphasizes that firms involved in service mergers have to be extremely diligent about preventing customer defection and implement focused marketing strategies sooner rather than later. Several managerial implications are provided based on the results of the study. Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;}
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Pub Date : 2014-12-01DOI: 10.20429/jamt.2014.050202
S. Chen, C. Smith, K. Henderson, Nicholas Mason
Sport organizations use dynamic ticket pricing (DTP) strategies to generate extra revenues. DTP is based on demand and occasions. This exploratory study reported the results of the online survey data collected from 48 mid-west college/university athletic directors and marketing managers. The participants shared responses regarding their perceptions of the use of DTP by regional and private small-market collegiate athletic programs. Specifically, the study examined the perceived benefits and shortcomings of DTP. Past experiences implementing the strategy are also discussed. The results concluded that the majority of respondents were receptive to DTP although they questioned whether the strategy could deliver excessive financial benefits. They also noted that the practice of frequent ticket price change may be cumbersome and challenged.
{"title":"Is Dynamic Pricing Viable for Small Market Collegiate Athletics?","authors":"S. Chen, C. Smith, K. Henderson, Nicholas Mason","doi":"10.20429/jamt.2014.050202","DOIUrl":"https://doi.org/10.20429/jamt.2014.050202","url":null,"abstract":"Sport organizations use dynamic ticket pricing (DTP) strategies to generate extra revenues. DTP is based on demand and occasions. This exploratory study reported the results of the online survey data collected from 48 mid-west college/university athletic directors and marketing managers. The participants shared responses regarding their perceptions of the use of DTP by regional and private small-market collegiate athletic programs. Specifically, the study examined the perceived benefits and shortcomings of DTP. Past experiences implementing the strategy are also discussed. The results concluded that the majority of respondents were receptive to DTP although they questioned whether the strategy could deliver excessive financial benefits. They also noted that the practice of frequent ticket price change may be cumbersome and challenged.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114341153","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-12-01DOI: 10.20429/jamt.2014.050203
Steven A. Schulz, H. Schulz, Marsha K. Yeagley
ABSTRACT Given current challenges related to talent in sales organizations, the need for enhanced recruiting and retention of top-tier talent has never been more critical. Extant research has demonstrated the high cost of employee turnover and the importance of organizational commitment for the sales force. This report explores the potential of utilizing psychological capital (PsyCap) in sales organizations in order to gain a competitive advantage through increased organizational commitment. The authors found strong, positive relationships between PsyCap and organizational support, job satisfaction, and organizational commitment. Implications for academic researchers and a proposed intervention strategy for managers seeking to improve organizational commitment are included with this report. Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman","serif"; mso-bidi-font-family:Arial;}
{"title":"Psychological Capital Intervention: A Potential Tool for Improving Organizational Commitment in Sales Organizations","authors":"Steven A. Schulz, H. Schulz, Marsha K. Yeagley","doi":"10.20429/jamt.2014.050203","DOIUrl":"https://doi.org/10.20429/jamt.2014.050203","url":null,"abstract":"ABSTRACT Given current challenges related to talent in sales organizations, the need for enhanced recruiting and retention of top-tier talent has never been more critical. Extant research has demonstrated the high cost of employee turnover and the importance of organizational commitment for the sales force. This report explores the potential of utilizing psychological capital (PsyCap) in sales organizations in order to gain a competitive advantage through increased organizational commitment. The authors found strong, positive relationships between PsyCap and organizational support, job satisfaction, and organizational commitment. Implications for academic researchers and a proposed intervention strategy for managers seeking to improve organizational commitment are included with this report. Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ \u0000 table.MsoNormalTable \u0000 {mso-style-name:\"Table Normal\"; \u0000 mso-tstyle-rowband-size:0; \u0000 mso-tstyle-colband-size:0; \u0000 mso-style-noshow:yes; \u0000 mso-style-priority:99; \u0000 mso-style-parent:\"\"; \u0000 mso-padding-alt:0in 5.4pt 0in 5.4pt; \u0000 mso-para-margin:0in; \u0000 mso-para-margin-bottom:.0001pt; \u0000 mso-pagination:widow-orphan; \u0000 font-size:10.0pt; \u0000 font-family:\"Times New Roman\",\"serif\"; \u0000 mso-bidi-font-family:Arial;}","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"93 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115084809","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-12-01DOI: 10.20429/jamt.2014.050205
R. Goldsmith, Yimin Zhu
Cause Related Marketing (CRM) is a widely used type of brand alliance in which companies donate a portion of their sales to social causes with whom they ally. Researchers have studied many aspects of CRM to learn why these programs are effective and how to enhance their success. An overlooked component in CRM research is the extent to which consumers identify with the brand and with the cause. The present study presented 604 U.S. college students with CRM campaigns for two brands (M&Ms and Crest) partnered with the World Wildlife Fund to assess whether brand-cause congruence, brand-consumer congruence, cause-consumer congruence, and assessment of the motives of the company influence consumer purchase intention. The results show that congruence between the self-image of the consumer with the image of the brand and with the partner both positively influence reaction to a CRM campaign, as does consumer perceptions of the motivations of the company. Normal 0 false false false EN-US X-NONE X-NONE
{"title":"The Influences of Brand-Consumer and Cause-Congruence on Consumer Responses to Cause Related Marketing","authors":"R. Goldsmith, Yimin Zhu","doi":"10.20429/jamt.2014.050205","DOIUrl":"https://doi.org/10.20429/jamt.2014.050205","url":null,"abstract":"Cause Related Marketing (CRM) is a widely used type of brand alliance in which companies donate a portion of their sales to social causes with whom they ally. Researchers have studied many aspects of CRM to learn why these programs are effective and how to enhance their success. An overlooked component in CRM research is the extent to which consumers identify with the brand and with the cause. The present study presented 604 U.S. college students with CRM campaigns for two brands (M&Ms and Crest) partnered with the World Wildlife Fund to assess whether brand-cause congruence, brand-consumer congruence, cause-consumer congruence, and assessment of the motives of the company influence consumer purchase intention. The results show that congruence between the self-image of the consumer with the image of the brand and with the partner both positively influence reaction to a CRM campaign, as does consumer perceptions of the motivations of the company. Normal 0 false false false EN-US X-NONE X-NONE","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130540225","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-12-01DOI: 10.20429/jamt.2014.050204
Brian T. Parker
This study put forward a theoretically based set of brand equity perceptual maps that depict competitive brand sets and consumer segments in four-dimension brand equity space. Survey research collected brand equity ratings for two sets of competitive brands (Nike, Converse, Reebok and Toyota, Nissan, Pontiac), used to construct a pair of two-dimensional maps that illustrate the brands’ position on brand equity dimensions relative to competitors and demographic-based segments. Paired brand equity indicators resulted in eight map quadrant areas that characterize a brand positioned in that space. The mapping techniques facilitate the strategic application of multidimensional brand equity constructs and their use as brand valuation tools.
{"title":"Brand Equity Perceptual Mapping: Competitive Landscapes and Consumer Segments in Brand Equity Space","authors":"Brian T. Parker","doi":"10.20429/jamt.2014.050204","DOIUrl":"https://doi.org/10.20429/jamt.2014.050204","url":null,"abstract":"This study put forward a theoretically based set of brand equity perceptual maps that depict competitive brand sets and consumer segments in four-dimension brand equity space. Survey research collected brand equity ratings for two sets of competitive brands (Nike, Converse, Reebok and Toyota, Nissan, Pontiac), used to construct a pair of two-dimensional maps that illustrate the brands’ position on brand equity dimensions relative to competitors and demographic-based segments. Paired brand equity indicators resulted in eight map quadrant areas that characterize a brand positioned in that space. The mapping techniques facilitate the strategic application of multidimensional brand equity constructs and their use as brand valuation tools.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"112 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125008181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-07-01DOI: 10.20429/jamt.2014.050104
Crystal Southall, R. Southall
W ithin the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team attitudinal loyalty, perceptions of atmospheric music, and emotional responses to the servicescape. Data were collected, utilizing a cluster sampling procedure, during the 2010-2011 NBA season. Eight hundred, 42-item questionnaires were distributed during two games, a 53% rate of response resulted in the final sample (N = 425). One-way MANOVAs, with follow-up descriptive discriminant analysis, were conducted to analyze the relationship between levels of NBA involvement and attitudinal loyalty to the home team and reported emotional responses to the environment, as well as reported interpretation of the atmospheric music. Results revealed heightened emotional responses among direct consumers. Further, highly involved and loyal participants reported increasingly positive perceptions of atmospheric music. Results support the significant influence servicescape elements have on the live sport-consumption experience.
{"title":"Investigating the NBA Servicescape: Fan Involvement, Team Loyalty, Perceptions of Atmospheric Music and Emotional Responses","authors":"Crystal Southall, R. Southall","doi":"10.20429/jamt.2014.050104","DOIUrl":"https://doi.org/10.20429/jamt.2014.050104","url":null,"abstract":"W ithin the domain of entertainment and leisure services, sport is a unique experiential service-product. Further, sport consumer behavior has changed dramatically, as advances in technology have decreased barriers to and increased the scope of sport consumption. Sport consumers can now watch live, delayed, or recorded sport events when and where they choose. Therefore, sport organizations must focus on sustainability through the creation of a competitive advantage in the staging of live sport events. Given that the NBA product is consumed within an increasingly stimulating consumptive landscape (Andrews, 2006), this study sought to examine the relationship between NBA fans’ involvement, home-team attitudinal loyalty, perceptions of atmospheric music, and emotional responses to the servicescape. Data were collected, utilizing a cluster sampling procedure, during the 2010-2011 NBA season. Eight hundred, 42-item questionnaires were distributed during two games, a 53% rate of response resulted in the final sample (N = 425). One-way MANOVAs, with follow-up descriptive discriminant analysis, were conducted to analyze the relationship between levels of NBA involvement and attitudinal loyalty to the home team and reported emotional responses to the environment, as well as reported interpretation of the atmospheric music. Results revealed heightened emotional responses among direct consumers. Further, highly involved and loyal participants reported increasingly positive perceptions of atmospheric music. Results support the significant influence servicescape elements have on the live sport-consumption experience.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"120 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132087983","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2014-06-10DOI: 10.20429/jamt.2014.050103
Anita Whiting
800x600 This study investigates how emotional labor impacts service behaviors. Unlike previous research which has mostly focused on the customer’s experience during a service encounter, this paper focuses on service employees and their performance during the service encounter. In particular, this study looks at how the emotional labor strategies of surface acting and deep acting impact (1) customer service, (2) job performance, and (3) job satisfaction. The results from the Partial Least Squares analyses show that surface acting has a negative impact on customer service and job satisfaction and deep acting has a positive impact on customer service, job performance, and job satisfaction. Overall, the results show that a real smile instead of a faked smile helps the service employee to be successful in their job. In addition to providing the results of this study, this article also provides many managerial implications and guidelines for managers. Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman","serif";}
{"title":"Real Smiles vs. Faked Smiles: How Emotional Labor Impacts Service Behaviors","authors":"Anita Whiting","doi":"10.20429/jamt.2014.050103","DOIUrl":"https://doi.org/10.20429/jamt.2014.050103","url":null,"abstract":"800x600 This study investigates how emotional labor impacts service behaviors. Unlike previous research which has mostly focused on the customer’s experience during a service encounter, this paper focuses on service employees and their performance during the service encounter. In particular, this study looks at how the emotional labor strategies of surface acting and deep acting impact (1) customer service, (2) job performance, and (3) job satisfaction. The results from the Partial Least Squares analyses show that surface acting has a negative impact on customer service and job satisfaction and deep acting has a positive impact on customer service, job performance, and job satisfaction. Overall, the results show that a real smile instead of a faked smile helps the service employee to be successful in their job. In addition to providing the results of this study, this article also provides many managerial implications and guidelines for managers. Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ \u0000 table.MsoNormalTable \u0000 {mso-style-name:\"Table Normal\"; \u0000 mso-tstyle-rowband-size:0; \u0000 mso-tstyle-colband-size:0; \u0000 mso-style-noshow:yes; \u0000 mso-style-priority:99; \u0000 mso-style-parent:\"\"; \u0000 mso-padding-alt:0in 5.4pt 0in 5.4pt; \u0000 mso-para-margin:0in; \u0000 mso-para-margin-bottom:.0001pt; \u0000 mso-pagination:widow-orphan; \u0000 font-size:10.0pt; \u0000 font-family:\"Times New Roman\",\"serif\";}","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131522500","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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