Impact of Word-of-Mouth on consumer decision-making: An information processing perspective in the context of a high-involvement service

This doctoral study conducts an empirical analysis of the impact of Word-of-Mouth (WOM) on marketing-relevant outcomes such as attitudes and consumer choice, during a high-involvement and complex service decision. Due to its importance to decisionmaking, WOM has attracted interest from academia and practitioners for decades. Consumers are known to discuss products and services with one another. These discussions help consumers to form an evaluative opinion, as WOM reduces perceived risk, simplifies complexity, and increases the confidence of consumers in decisionmaking. These discussions are also highly impactful as WOM is a trustworthy source of information, since it is independent from the company or brand. In responding to the calls for more research on what happens after WOM information is received, and how it affects marketing-relevant outcomes, this dissertation extends prior WOM literature by investigating how consumers process information in a highinvolvement service domain, in particular higher-education. Further, the dissertation studies how the form of WOM influences consumer choice. The research contributes to WOM and services marketing literature by developing and empirically testing a framework for information processing and studying the long-term effects of WOM. The results of the dissertation are presented in five research publications. The publications are based on longitudinal data. The research leads to the development of a proposed theoretical framework for the processing of WOM, based on theories from social psychology. The framework is specifically focused on service decisions, as it takes into account evaluation difficulty through the complex nature of choice criteria associated with service purchase decisions. Further, other gaps in current WOM literature are taken into account by, for example, examining how the source of WOM and service values affects the processing mechanism. The research also provides implications for managers aiming to trigger favorable WOM through marketing efforts, such as advertising and testimonials. The results provide suggestions on how to design these marketing efforts by taking into account the mechanism through which information is processed, or the form of social influence.

Language-specific aspects of reading acquisition: the case of Russian

We have investigated Russian children’s reading acquisition during an intermediate period in their development: after literacy onset, but before they have acquired well-developed decoding skills. The results of our study suggest that Russian first graders rely primarily on phonemes and syllables as reading grain-size units. Phonemic awareness seems to have reached the metalinguistic level more rapidly than syllabic awareness after the onset of reading instruction, the reversal which is typical for the initial stages of formal reading instruction creating external demand for phonemic awareness. Another reason might be the inherent instability of syllabic boundaries in Russian. We have shown that body-coda is a more natural representation of subsyllabic structure in Russian than onset-rime. We also found that Russian children displayed variability of syllable onset and offset decisions which can be attributed to the lack of congruence between syllabic and morphemic word division in Russian. We suggest that fuzziness of syllable boundary decisions is a sign of the transitional nature of this stage in the reading development and it indicates progress towards an awareness of morphologically determined closed syllables. Our study also showed that orthographic complexity exerts an influence on reading in Russian from the very start of reading acquisition. Besides, we found that Russian first graders experience fluency difficulties in reading orthographically simple words and nonwords of two and more syllables. The transition from monosyllabic to bisyllabic lexical items constitutes a certain threshold, for which the syllabic structure seemed to be of no difference. When we compared the outcomes of the Russian children with the ones produced by speakers of other languages, we discovered that in the tasks which could be performed with the help of alphabetic recoding Russian children’s accuracy was comparable to that of children learning to read in relatively shallow orthographies. In tasks where this approach works only partially, Russian children demonstrated accuracy results similar to those in deeper orthographies. This pattern of moderate results in accuracy and excellent performance in terms of reaction times is an indication that children apply phonological recoding as their dominant strategy to various reading tasks and are only beginning to develop suitable multiple strategies in dealing with orthographically complex material. The development of these strategies is not completed during Grade 1 and the shift towards diversification of strategies apparently continues in Grade 2.

Finding Methods for Recognizing and Classifying Spare Part Criticality – Case Full Deposit Stripping Machines

The aim of this Master’s thesis is to find a method for classifying spare part criticality in the case company. Several approaches exist for criticality classification of spare parts. The practical problem in this thesis is the lack of a generic analysis method for classifying spare parts of proprietary equipment of the case company. In order to find a classification method, a literature review of various analysis methods is required. The requirements of the case company also have to be recognized. This is achieved by consulting professionals in the company. The literature review states that the analytic hierarchy process (AHP) combined with decision tree models is a common method for classifying spare parts in academic literature. Most of the literature discusses spare part criticality in stock holding perspective. This is relevant perspective also for a customer orientated original equipment manufacturer (OEM), as the case company. A decision tree model is developed for classifying spare parts. The decision tree classifies spare parts into five criticality classes according to five criteria. The criteria are: safety risk, availability risk, functional criticality, predictability of failure and probability of failure. The criticality classes describe the level of criticality from non-critical to highly critical. The method is verified for classifying spare parts of a full deposit stripping machine. The classification can be utilized as a generic model for recognizing critical spare parts of other similar equipment, according to which spare part recommendations can be created. Purchase price of an item and equipment criticality were found to have no effect on spare part criticality in this context. Decision tree is recognized as the most suitable method for classifying spare part criticality in the company.

Kasvustrategia it-alan pk-yritykselle

Pienille ja keskisuurille yrityksille eli pk-yrityksille on olemassa useita kasvustrategioita. Nämä kasvustrategiat tähtäävät joko liiketoiminnan laajentamiseen, nykyisten resurssien hyödyntämiseen, uusien resurssien luotaamiseen tai liiketoiminnan supistamiseen. Valitsemaansa kasvustrategiaa noudattamalla yritys pyrkii pääsemään kasvutavoitteisiinsa. Tämän tutkimuksen tavoitteena on tieteellisen kirjallisuuden pohjalta arvioida kasvustrategioita ja valita niistä pienelle it-alalla toimivalle case-yritykselle sopivin. Sopivimmaksi havaitun kasvustrategian pohjalta case-yritykselle laaditaan räätälöity kasvustrategia. Kasvustrategian laatimiseen käytetään tieteellisen kirjallisuuden lisäksi empiirisenä menetelmänä tapaustutkimusta. Tapaustutkimus tehdään teemahaastatteluina kymmenelle yritykselle, joilla on liike-elämästä saatuja kokemuksia case-yritykselle valitusta kasvustrategiasta. Tutkimuksen tuloksena case-yritykselle sopivin kasvustrategia on verkostokasvustrategia. Verkostokasvustrategiaa noudattamalla case-yritys keskittyy omaan ydinosaamiseensa ja sen kehittämiseen ja hankkii tarvitsemansa muun osaamisen verkostokumppaneilta. Verkostoitumisen hyötyinä case-yritykselle on muun muassa pieni omien työntekijöiden tarve, tietotaidon saaminen, kilpailukyvyn paraneminen, markkinoinnin tehostuminen ja uusille markkinoille pääsyn helpottuminen. Verkostoitumisen haasteina case-yritykselle on sen sijaan muun muassa pienen yrityksen uskottavuusongelma, sopivien verkostokumppaneiden löytäminen ja epäluotettavat verkostokumppanit. Tutkimuksen johtopäätöksenä verkostoitumisesta saatavien hyötyjen nähdään kuitenkin olevan riskejä suuremmat case-yritykselle.