Pub Date : 2013-01-01DOI: 10.1016/j.eswa.2013.03.046
Nikolaos Korfiatis, M. Poulos
{"title":"Using Online Consumer Reviews as a Source for Demographic Recommendations: A Case Study Using Online Travel Reviews","authors":"Nikolaos Korfiatis, M. Poulos","doi":"10.1016/j.eswa.2013.03.046","DOIUrl":"https://doi.org/10.1016/j.eswa.2013.03.046","url":null,"abstract":"","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"151 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2013-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"119954806","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}
Researchers typically study how levels of risk perception about online shopping affect and how consumers use the channel to buy products. In this paper, researchers are attempting to study how different types of attitudes towards online shopping are formed, considers both the benefit and the risk of using the internet to do their shopping. Researchers pay particular attention to the concept of online shopping skepticism where consumers may fully realize the benefit of using the internet to do their shopping, but also express a certain level of concern about the risk of using that channel.
{"title":"A Study of the Attitude Towards Online Shopping: A Conceptual Model Regarding Intention Formation, the Role of Perceived Risks.","authors":"Dr. Vinay Kumar, S. Mishra","doi":"10.2139/ssrn.2287643","DOIUrl":"https://doi.org/10.2139/ssrn.2287643","url":null,"abstract":"Researchers typically study how levels of risk perception about online shopping affect and how consumers use the channel to buy products. In this paper, researchers are attempting to study how different types of attitudes towards online shopping are formed, considers both the benefit and the risk of using the internet to do their shopping. Researchers pay particular attention to the concept of online shopping skepticism where consumers may fully realize the benefit of using the internet to do their shopping, but also express a certain level of concern about the risk of using that channel.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125451868","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}
Purpose: Econet Wireless, a Nigerian mobile telephone network rebranded five times within the space of eight years to become what it is today, Airtel Nigeria. This research sought to know the impact of multiple rebranding on the loyalty of the network’s subscribers and the general attitude of the Nigerian towards branding in the telephony business. Approach: A survey was carried out on subscriber attitude towards Airtel as a result of the multiple rebranding through which it emerged. Questionnaires were distributed based on cluster sampling. Pearson Chi-Square was used to test the validity of the final results (cross tabulations) on a value of 0.05 and above. Findings: This research confirms communication as the vehicle for transferring brand equity; shows that multiple rebranding does not significantly affect attitude towards telecommunications brands; and that Nigerians do not really care about branding in telecommunications and/or the telecommunications companies are not doing a good job of branding. Limitations: This study focuses on only a segment of the gsm market – students of a higher institution. The perspective of the students may not be representative of the whole gsm market in Lagos. It is also limited to the telephony market in Nigeria, an emerging market. Originality/Value: This is an original work in the sense that there is no literature anywhere on the phenomenon of multiple rebranding, let alone its effect on customer loyalty.
{"title":"The Effect of Multiple Re-Branding on Customer Loyalty in Mobile Telephony: A Study of Airtel Nigeria","authors":"A. Tevi","doi":"10.2139/ssrn.2197744","DOIUrl":"https://doi.org/10.2139/ssrn.2197744","url":null,"abstract":"Purpose: Econet Wireless, a Nigerian mobile telephone network rebranded five times within the space of eight years to become what it is today, Airtel Nigeria. This research sought to know the impact of multiple rebranding on the loyalty of the network’s subscribers and the general attitude of the Nigerian towards branding in the telephony business. Approach: A survey was carried out on subscriber attitude towards Airtel as a result of the multiple rebranding through which it emerged. Questionnaires were distributed based on cluster sampling. Pearson Chi-Square was used to test the validity of the final results (cross tabulations) on a value of 0.05 and above. Findings: This research confirms communication as the vehicle for transferring brand equity; shows that multiple rebranding does not significantly affect attitude towards telecommunications brands; and that Nigerians do not really care about branding in telecommunications and/or the telecommunications companies are not doing a good job of branding. Limitations: This study focuses on only a segment of the gsm market – students of a higher institution. The perspective of the students may not be representative of the whole gsm market in Lagos. It is also limited to the telephony market in Nigeria, an emerging market. Originality/Value: This is an original work in the sense that there is no literature anywhere on the phenomenon of multiple rebranding, let alone its effect on customer loyalty.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"40 9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125911775","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}
Increasing income inequality has an asymmetric impact on society. Affluent households consume both more market and non-market goods. Middle-class households however, in order to minimize utility loss, must substitute away non-market goods in an effort to maintain proportional consumption of market goods. Utilizing standard Cobb-Douglas utility functions this paper models the resulting asymmetric impact on affluent and non-affluent households. Census data is then used to test these conceptual results within the context of urban sprawl.
{"title":"The Asymmetric Impact of Income Inequality on the Relative Consumption of Market and Non-Market Goods","authors":"Steven Hinson","doi":"10.2139/SSRN.2186207","DOIUrl":"https://doi.org/10.2139/SSRN.2186207","url":null,"abstract":"Increasing income inequality has an asymmetric impact on society. Affluent households consume both more market and non-market goods. Middle-class households however, in order to minimize utility loss, must substitute away non-market goods in an effort to maintain proportional consumption of market goods. Utilizing standard Cobb-Douglas utility functions this paper models the resulting asymmetric impact on affluent and non-affluent households. Census data is then used to test these conceptual results within the context of urban sprawl.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116601038","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}
Certifiers of quality often report only coarse grades to the public despite having measured quality more finely, e.g., "Pass" or "Certified" instead of "73 out of 100". Why? We show that coarse grades result in more information being provided to the public because the coarseness encourages those of middling quality to apply for certification. Dropping exact grading in favor of the best coarse grading scheme always reduces public uncertainty because the extra participation outweighs the coarser reporting. In some circumstances, the coarsest meaningful grading scheme, pass-fail grading, is the most informative.
{"title":"Coarse Grades: Informing the Public by Withholding Information","authors":"Rick Harbaugh, E. Rasmusen","doi":"10.2139/ssrn.2166353","DOIUrl":"https://doi.org/10.2139/ssrn.2166353","url":null,"abstract":"Certifiers of quality often report only coarse grades to the public despite having measured quality more finely, e.g., \"Pass\" or \"Certified\" instead of \"73 out of 100\". Why? We show that coarse grades result in more information being provided to the public because the coarseness encourages those of middling quality to apply for certification. Dropping exact grading in favor of the best coarse grading scheme always reduces public uncertainty because the extra participation outweighs the coarser reporting. In some circumstances, the coarsest meaningful grading scheme, pass-fail grading, is the most informative.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126607743","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}
This study analyses the factors considered important by customer in selection a private commercial bank and nationalized commercial bank in Bangladesh. It is based on a survey of 600 customers of private commercial banks (PCBs) and nationalized commercial banks (NCBs) located in the city of Rajshahi in Bangladesh. This study relied on 30 selection factors extracted from relevant literature, personal experience, and interviews with the some bank officials and customers. The findings reveal that the most important factors influencing customers for selecting a private commercial bank are effective and efficient customer services, speed and quality services; image of the bank, online banking, and well management. On the other hand, the most important factors for choosing a nationalized commercial bank are low interest rate on loan, convenient branch location, safe investment (accountability of the govt.), variety of services offered and low eservice charges. Findings also suggest that there are some of significant statistical differences between responses of PCB and NCB customers related to factors considered important in selection a bank.
{"title":"Bank Selection Influencing Factors: A Study on Customer Preferences with Reference to Rajshahi City","authors":"M. N. Siddique","doi":"10.18034/ABR.V1I1.147","DOIUrl":"https://doi.org/10.18034/ABR.V1I1.147","url":null,"abstract":"This study analyses the factors considered important by customer in selection a private commercial bank and nationalized commercial bank in Bangladesh. It is based on a survey of 600 customers of private commercial banks (PCBs) and nationalized commercial banks (NCBs) located in the city of Rajshahi in Bangladesh. This study relied on 30 selection factors extracted from relevant literature, personal experience, and interviews with the some bank officials and customers. The findings reveal that the most important factors influencing customers for selecting a private commercial bank are effective and efficient customer services, speed and quality services; image of the bank, online banking, and well management. On the other hand, the most important factors for choosing a nationalized commercial bank are low interest rate on loan, convenient branch location, safe investment (accountability of the govt.), variety of services offered and low eservice charges. Findings also suggest that there are some of significant statistical differences between responses of PCB and NCB customers related to factors considered important in selection a bank.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123911321","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}
Many competitive industries find it challenging to identify their competition set, and despite the widely accepted importance of competition set to strategy development and daily operations, few data-driven approaches have been developed to address this challenge. In this paper, we propose a simple and intuitive methodology to identify true competitors from the customer perspective using online search and click-stream data. We use data from the hotel industry to build two competition networks: one based on our customer-centric approach, and the other based on price-matching patterns from the hotelier perspective. The customer-based competition network has an average degree of six to eight, consistent with the average number of competitors found in hotel managers surveys. Our approach also reveals a property of the competition network in hotel industry | small degree of separation. A hotel is connected with another within three steps of competitive links, which has important implications for how price perturbations travel through competitive links. Comparing the two networks, we find a 50% mismatch, with hoteliers tending to ignore independent and distant hotels while over-emphasizing branded and nearby hotels. This result is robust to many alternative measures of competition. Finally, this proposed methodology can easily be applied to many other industries to aid businesses in identifying their key competitors and to enrich our understanding of networked competition.
{"title":"Who are My Competitors? - Let the Customer Decide","authors":"Jun Li, Serguei Netessine","doi":"10.2139/ssrn.2147638","DOIUrl":"https://doi.org/10.2139/ssrn.2147638","url":null,"abstract":"Many competitive industries find it challenging to identify their competition set, and despite the widely accepted importance of competition set to strategy development and daily operations, few data-driven approaches have been developed to address this challenge. In this paper, we propose a simple and intuitive methodology to identify true competitors from the customer perspective using online search and click-stream data. We use data from the hotel industry to build two competition networks: one based on our customer-centric approach, and the other based on price-matching patterns from the hotelier perspective. The customer-based competition network has an average degree of six to eight, consistent with the average number of competitors found in hotel managers surveys. Our approach also reveals a property of the competition network in hotel industry | small degree of separation. A hotel is connected with another within three steps of competitive links, which has important implications for how price perturbations travel through competitive links. Comparing the two networks, we find a 50% mismatch, with hoteliers tending to ignore independent and distant hotels while over-emphasizing branded and nearby hotels. This result is robust to many alternative measures of competition. Finally, this proposed methodology can easily be applied to many other industries to aid businesses in identifying their key competitors and to enrich our understanding of networked competition.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124027172","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}
How does controversy affect conversation? Five studies using both field and laboratory data address this question. Contrary to popular belief, controversial things are not necessarily more likely to be discussed. Controversy increases likelihood of discussion at low levels, but beyond a moderate level of controversy, additional controversy actually decreases likelihood of discussion. The controversy-conversation relationship is driven by two countervailing processes. Controversy increases interest (which increases likelihood of discussion) but simultaneously increases discomfort (which decreases likelihood of discussion). Contextual factors such as anonymity and whether people are talking to friends or strangers moderate the controversy-conversation relationship by impacting these component processes. Our framework sheds light on how, when, and why controversy affects whether or not things are discussed.
{"title":"When, Why, and How Controversy Causes Conversation","authors":"Zoey Chen, Jonah A. Berger","doi":"10.1086/671465","DOIUrl":"https://doi.org/10.1086/671465","url":null,"abstract":"How does controversy affect conversation? Five studies using both field and laboratory data address this question. Contrary to popular belief, controversial things are not necessarily more likely to be discussed. Controversy increases likelihood of discussion at low levels, but beyond a moderate level of controversy, additional controversy actually decreases likelihood of discussion. The controversy-conversation relationship is driven by two countervailing processes. Controversy increases interest (which increases likelihood of discussion) but simultaneously increases discomfort (which decreases likelihood of discussion). Contextual factors such as anonymity and whether people are talking to friends or strangers moderate the controversy-conversation relationship by impacting these component processes. Our framework sheds light on how, when, and why controversy affects whether or not things are discussed.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132355039","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}
We propose a framework integrating text mining and psychometrics to translate online product reviews into a brand positioning map that isolates their underlying quality perceptions and preferences for competing alternatives from the reviewers’ language propensities. More specifically, we develop a netnography-based product-specific vocabulary taxonomy by ontology learning. Then, we generate a perceptual map that reflects the underlying quality of the products being reviewed after adjusting for idiosyncratic linguistic differences among reviewers. The final output of our procedure is a brand positioning map similar to those that have been commonly used by marketing researchers and managers. The key difference from our approach is that our brand positioning map is constructed from consumers’ (or experts’) own consumption vocabulary in the form of online product reviews without researchers determining a priori product attributes to be used by consumers in rating competing brands. Lastly, whereas we use wine reviews produced by wine connoisseurs in our empirical application, our framework can be easily applied to a wide variety of cases where multiple consumers post their own product reviews.
{"title":"How to Speak 'Winese': Learning the Language of Wine Reviews","authors":"W. Kamakura, Sangkil Moon","doi":"10.2139/ssrn.2162016","DOIUrl":"https://doi.org/10.2139/ssrn.2162016","url":null,"abstract":"We propose a framework integrating text mining and psychometrics to translate online product reviews into a brand positioning map that isolates their underlying quality perceptions and preferences for competing alternatives from the reviewers’ language propensities. More specifically, we develop a netnography-based product-specific vocabulary taxonomy by ontology learning. Then, we generate a perceptual map that reflects the underlying quality of the products being reviewed after adjusting for idiosyncratic linguistic differences among reviewers. The final output of our procedure is a brand positioning map similar to those that have been commonly used by marketing researchers and managers. The key difference from our approach is that our brand positioning map is constructed from consumers’ (or experts’) own consumption vocabulary in the form of online product reviews without researchers determining a priori product attributes to be used by consumers in rating competing brands. Lastly, whereas we use wine reviews produced by wine connoisseurs in our empirical application, our framework can be easily applied to a wide variety of cases where multiple consumers post their own product reviews.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121257713","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}
This study focuses on the menus typically found in the marketplace (e.g., restaurants and Internet vendors), where the consumer may choose one or more from dozens of options or menu items, each at a posted price or fee. We show that modeling choices out of the typical menu leads to the “curse of dimensionality,” which transpires in two ways. First, the choice set (all possible menu selections) grows geometrically with the number of items in the menu. Second, the number of interactions among menu items also grows disproportionately to the number of items in the menu. We propose a menu choice model that circumvents these two problems in a feasible and flexible, but parsimonious way. We test the proposed model on data from both Monte-Carlo simulations and find that the proposed approach produces consistent parameter estimates while it significantly reduces the complexity of the problem. We then apply the proposed model to an actual choice experiment where a sample of consumers was asked to make choices from eight menus combining a base system and a subset among 25 optional features. The results indeed show that menu items interact and the proposed approach produces graphical mapping of such interactions. Optimal pricing policy experiment is also conducted.
{"title":"Menu-Choice Modeling","authors":"W. Kamakura, Kyuseop Kwak","doi":"10.2139/ssrn.2162019","DOIUrl":"https://doi.org/10.2139/ssrn.2162019","url":null,"abstract":"This study focuses on the menus typically found in the marketplace (e.g., restaurants and Internet vendors), where the consumer may choose one or more from dozens of options or menu items, each at a posted price or fee. We show that modeling choices out of the typical menu leads to the “curse of dimensionality,” which transpires in two ways. First, the choice set (all possible menu selections) grows geometrically with the number of items in the menu. Second, the number of interactions among menu items also grows disproportionately to the number of items in the menu. We propose a menu choice model that circumvents these two problems in a feasible and flexible, but parsimonious way. We test the proposed model on data from both Monte-Carlo simulations and find that the proposed approach produces consistent parameter estimates while it significantly reduces the complexity of the problem. We then apply the proposed model to an actual choice experiment where a sample of consumers was asked to make choices from eight menus combining a base system and a subset among 25 optional features. The results indeed show that menu items interact and the proposed approach produces graphical mapping of such interactions. Optimal pricing policy experiment is also conducted.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129931742","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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