Alle Publikationen
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2018
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(2018): Clothes, condoms, and customer satisfaction. The effect of employee mere presence on customer satisfaction depends on the shopping situation. In: Psychology & Marketing 35 (6), S. 454-462. DOI: 10.1002/mar.21098
Abstract: Few studies have examined how customers respond to the mere presence of others in the shopping environment, and only one article (Soderlund, ) has investigated the unique impact that employee presence has on key customer outcomes. Soderlund () found that customers entering a store with an employee present (vs. absent) reported significantly higher levels of customer satisfaction, with their increased levels of pleasurable feelings mediating this effect. However, similar to the majority of theorizing on customer satisfaction, that article was restricted to data collected in a Western society. Given the rapid economic growth in many Asian regions, there is a need to examine the applicability of such Western-based findings from an Asian perspective, and hence include participants from Eastern societies. Accordingly, the present research investigated whether Soderlund's () results could be replicated among Asian customers. The current work also sought to extend prior findings beyond pleasure and customer satisfaction while simultaneously documenting a boundary condition for the hitherto positive employee mere presence effects. To this end, two between-subjects experiments with a total sample of 498 Chinese customers were conducted. Study 1, which involved a shopping situation in a clothing store, replicated Soderlund's () main results and further found that employee mere presence (vs. absence) had a significant positive impact on customers' loyalty intentions. These results were reversed in Study 2, in which the shopping situation involved the purchase of an embarrassing product. Under such circumstances, employee presence (vs. absence) consistently produced negative effects on customers' levels of pleasure, satisfaction, and loyalty intentions.
Keywords: Disziplin, dominance, Kulturinvarianz, Kulturtheorie, Marketing, Psychologie, Sozialpsychologie 2017
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(2017): The influence of service employees and other customers on customer unfriendliness. A social norms perspective. In: Journal of the Academy of Marketing Science 45 (6), S. 827-847. DOI: 10.1007/s11747-016-0505-6
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(2017): The Influence of Parental and Communication Style on Consumer Socialization. In: Journal of Advertising Research 57 (3), S. 319-334. DOI: 10.2501/JAR-2017-002
DOI: https://doi.org/10.2501/JAR-2017-002 Abstract: This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children. With only one exception, FCP-type effects were not different from theorized corresponding parental socialization-style effect sizes. This supports prior literature suggesting equivalency between specific FCP and parental socialization pairs. Furthermore, when certain FCP–parental socialization pairs were compared with other pairs on socialization interactions, such as control, coviewing, and discussing media strategy, differences were found that prior theorizing would have supported. Implications of these results are discussed, including what they suggest for managers. (PsycINFO Database Record (c) 2017 APA, all rights reserved) zitiert von 2
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(2017): Smile for a while. The effect of employee-displayed smiling on customer affect and satisfaction. In: Journal of Service Management 28 (2), S. 284-304. DOI: 10.1108/JOSM-11-2015-0372
Abstract: Purpose - The purpose of this paper is to investigate the effect of employee-displayed smiling on customers' affective states (pleasure, arousal, and dominance) and satisfaction. Building on the stimulus-organism-response framework and theories of emotional contagion and feelings-as-information, the main hypothesis was that a smiling (vs non-smiling) employee significantly increases customer satisfaction through the mediating influence of pleasure. Design/methodology/approach - The study used a quasi-experimental two-group between-subjects design. A total of 210 customers at a large retail bank had a brief service encounter at the store entrance with a smiling (vs non-smiling) bank teller. Customers then went into the bank to do what they came to do. Before leaving the bank, customers completed a survey that included demographic information, affect (pleasure, arousal, and dominance), and measures of customer satisfaction. Findings - A smiling (vs non-smiling) employee had a significant positive impact on customer satisfaction. This effect was mediated by pleasure, but also, to a weaker extent, by dominance. These results contradict previous claims that smiling-induced emotional contagion does not remain throughout the completion of a service encounter. Practical implications - Managers should encourage, and potentially train, employees to act in ways associated with positive emotions. Managers could also hire employees based on how good they are at acting and expressing themselves in a genuinely positive manner and create a pleasant store atmosphere so that the feelings and behaviors displayed by frontline employees are genuine rather than inauthentic. Originality/value - This is the first experimental field study to examine the isolated effect that employee-displayed smiling has on customers' affective states and satisfaction. The results provide more direct evidence for the psychological processes justified by emotional contagion and feelings-as-information theories. Furthermore, the finding that dominance mediates the smiling-satisfaction link has never been shown before.
2015
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(2015): How Product Attributes Influence Internationalization. A Framework of Domain- and Culture-Specificity. In: Management International Review 55 (1), S. 53-76. DOI: 10.1007/s11575-014-0229-0
Abstract: This paper introduces two dimensions of product attributes in the context of internationalization: domain- and culture-specificity. Products can be high or low in domain- or culture-specificity, thereby being one of four broad categories in a two-by-two matrix. This framework of product attributes helps explain a series of gradations on how cultural difference influences the difficulty of selling a product internationally. By examining four cases, one from each of these categories, this paper shows that different product attributes affected the difficulty or ease with which the products of these firms were internationalized. While all four cases were able to derive international sales, the domain- and culture-specificity of their products constrained the international markets these products could feasibly enter into, and how soon this could take place. In general, more culture-specific products face higher hurdles in a culturally dissimilar international market compared with the home market. However, given products of similar culture-specificities, highly domain-specific products tend to have less difficulty in selling to a culturally different international market than products that are not domain-specific.
2014
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(2014): Consumer Decision-making Processes in Mobile Viral Marketing Campaigns. In: Journal of Interactive Marketing 28 (1), S. 43-54. DOI: 10.1016/j.intmar.2013.08.001
Abstract: The high penetration of cell phones in today's global environment offers a wide range of promising mobile marketing activities, including mobile viral marketing campaigns. However, the success of these campaigns, which remains unexplored, depends on the consumers' willingness to actively forward the advertisements that they receive to acquaintances, e.g., to make mobile referrals. Therefore, it is important to identify and understand the factors that influence consumer referral behavior via mobile devices. The authors analyze a three-stage model of consumer referral behavior via mobile devices in a field study of a firm-created mobile viral marketing campaign. The findings suggest that consumers who place high importance on the purposive value and entertainment value of a message are likely to enter the interest and referral stages. Accounting for consumers' egocentric social networks, we find that tie strength has a negative influence on the reading and decision to refer stages and that degree centrality has no influence on the decision-making process.
2001
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(2001): Embarrassment in Consumer Purchase. The Roles of Social Presence and Purchase Familiarity: Table 1. In: Journal of Consumer Research 28 (3), S. 473-481. DOI: 10.1086/323734
Abstract: Two field studies investigate the importance of social presence (real and imagined) and familiarity with the purchase act in producing embarrassment in the context of an embarrassing product purchase. The results indicate that awareness of a social presence during purchase selection and commitment, whether real or imagined, is a motivating factor in creating embarrassment for the consumer. Further, our results show that the more familiar consumers are with an embarrassing product purchase, the less embarrassed they are likely to feel. Familiarity with an embarrassing product purchase is also shown to have implications for the effect of social presence. That is, familiarity with purchase acts as a moderator for the relationship of real social presence and embarrassment by reducing the influence of the social presence. In the context of an imagined social presence, purchase familiarity is shown to reduce the likelihood of imagining. These findings are integrated into a discussion of the theoretical implications and the potential avenues for future research in the area.
1994
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(1994): Auf dem Wege zur Interaktions-Gesellschaft. In: Marketing Journal 27 (1), S. 8-15
Abstract: Tendenzen im Dienstleistungsmarketing werden erörtert. Dienstleistung wird als immaterielles Leistungsbündel verstanden, das jedem modernen Produkt anhaftet. Dabei wird der Interaktionsaspekt betont: Sender und Empfänger der Dienstleistung agieren und reagieren in einem Prozess gegenseitiger Beeinflussung. Mängel in der Dienstleistung bewirken deren Nichtzustandekommen. Vor dem Hintergrund des Megatrends zu mehr Individualismus in einer flexiblen, multioptionalen Gesellschaft wird ethisches Verhalten als eine Folge freier Entscheidungen angesehen. Strukturen, die auf Interaktion beruhen, und entsprechende neue Führungsstile werden im gesamten wirtschaftlichen Raum beobachtet. Ein effektiver Dienst am Kunden erfordert Motivation und eine Antenne für die Resonanz, die die Leistung beim Kunden findet. Die Entwicklung sozialer Intelligenz wird verlangt, Interaktionskompetenz wird dabei als erlernbar betrachtet. Als Bausteine dazu werden die Einstellung auf den Menschen als Partner in der Gesellschaft, das Verstehen seiner Anliegen und eine offene, unbelastete eigene Einstellung zum "Dienst" in höchster qualitativer Ausführung genannt.
Keywords: Arbeitnehmermotivation, Consumer Satisfaction, Dienstleistungsberufe, Employee Motivation, individualization in flexible & multioptional society & ethical behavior, Interpersonal Interaction, Interpersonale Interaktion, Marketing, Marketing & Advertising, Marketing und Werbung, service motivation & social intelligence & interaction competence, Service Personnel, services as interaction, Social intelligence, Social Processes, Social Skills, Social Values, Soziale Fertigkeiten, Soziale Intelligenz, Soziale Vorgänge, Soziale Werte, tendencies in service marketing, Trends, Verbraucherzufriedenheit, Wirtschaftspsychologie
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