Personal values of international postgraduate students from Asia : a cross cultural study

Australian universities face a challenging task to service an increasingly diverse international student community in the globally competitive education market. The pressure on universities to successfully negotiate cultural diversity arising from nationality differences and to improve service quality will continue to increase with further expansions in the international student market. Such a scenario requires insights into the individual backgrounds of students. Personal values are one way in which insights can be gained of students, particularly with regard to their needs and preferences. Using Factor Analysis, ANOVA and MANOVA, this study analyses the national differences on the basis of underlying value domains of Selfefficacy, Power, Inner harmony, Aspiration and Hedonism. The results indicate significant differences in personal values amongst the student cohorts, which suggest that universities may need to adopt different approaches in servicing international students.

Marketing planning and business performance : an empirical study of large Australian organisations

The marketing planning process is said to influence organisational performance. This influence is realised through the adoption of a focused approach aimed at achieving specific marketing objectives, which motivates the adaptation of the internal capabilities of an organisation in facilitating an effective implementation. This study investigated the association of formal marketing planning with business performance. The results showed that marketing planning has a stronger, positive relationship with market share, than with the overall financial performance of the organisation. The study also compared the associations of marketing planning and market orientation variables with the performance measures. The results indicated that the two variables associate at about the same magnitude with market share and the overall financial performance.

The relationship between AFL season-ticket holder satisfaction and sponsor-related behaviour

In a sporting context, it has been acknowledged that fan attention and response to sponsorship is affected by a range of variables, including the duration of sponsorship and fan commitment to the sporting organisation. The results of surveys of the members of five AFL clubs indicated that there is a positive relationship between the satisfaction level of season-ticket holders and their orientation toward club sponsors’ products and brands. Despite the weak relationships found in this research, the results suggest that more satisfied season-ticket holders will seek to use club sponsors’ products, and this is yet another reason to manage the satisfaction of customers.

The measurement of attribution of blame in the self-service technology context

It is argued that attribution of blame (AoB) will differ in the Self-Service Technology (SST) context versus the interpersonal services context, due to the inherent elements of the SST environment, thereby making it a construct worthy of further research in the SST setting. This paper presents a first step in this pursuit by validating a multiple-item instrument of AoB in the SST context, which, to the researchers’ knowledge, has not been done previously. The paper comments on the surprising lack of valid, unidimensional instruments to measure each of the dimensions of AoB (locus, controllability and stability), even in the interpersonal services context. Preliminary results of a pre-test and pilot study support a three-dimensional measurement model of attribution of blame, in the SST setting.

Service failure and recovery in the presence of service guarantees

This paper presents a conceptual model and propositions outlining how, in a service recovery encounter, service guarantees (unconditional and specific) operate in conjunction with other organisational recovery variables (guarantee facilitation and service provider concern), to influence customers’ justice perceptions and subsequent satisfaction evaluations.

Loyalty program attributes and their influence on retail customer satisfaction

This paper empirically examines the extent to which loyalty program attributes explain variations in satisfaction with the retail offer. Two dimensions of loyalty program attributes are introduced including hard attributes and soft attributes. Store satisfaction is examined in terms of the elements of the retail offer. The results suggest that emphasis on hard and soft attributes enhance customer satisfaction with a retailers’ merchandise, trading format, customer service and customer communication. Additionally, hard attributes have a more significant influence than soft attributes on satisfaction with all elements of the retail offer excluding merchandise.

Genre, gender and interpretation of movie trailers an exploratory study

Commercial movies cost tens of millions to make. Because they are now released on thousands of screens simultaneously, movie trailers are a major and necessary method of intensively promoting movies before they disappear from cinemas forever. Yet there is a paucity of research about how potential audiences react to these trailers. This study aimed at exploring consumers’ interpretations of movie trailers. Nineteen in-depth interviews were the means of data collection, using nine trailers for yet to be released movies from the romance/drama, action, comedy and thriller categories. Genre provided a focus for exploring consumers’ interpretations of movie trailers. Evaluative judgments of movies came first as a result of the value of genre to the consumer and then as a result of content which conveyed the movie would be involving relative to past movie experiences. Interpretations about the target audience for a movie were also influenced by assumptions that genre preferences differ according to gender. The findings pose implications for the construction of movie trailers.

The effect of store name investments on perceived store quality

This study is about store names as brand signals. It focuses on the effects of store name investments on store name credibility and perceived store quality. Using the theoretical framework of Erdem and Swait (1998), hypotheses are developed vis-à-vis the effects of store name investments on consumers’ perceived store quality. The proposed hypotheses are empirically tested on data collected from a sample of students. The study is part of a project that looks at how store name and brand name credibility affect consumers’ expected utility.

A comparative generational analysis of a cultural event

Like most products, special events are marketed to specific target markets. One such event, however, held in Melbourne, Australia, in May 2005, was marketed more broadly to the Melbourne community. The cultural event was developed to stimulate discussion, which one social commentator noted is currently deficient …‘there is a prevailing element of defensiveness, wariness and caution in our public discourse’ (Jones, 2005). The event sought to fill this void in community life and encouraged members of cross-sections of the community to participate in the event. One evaluative measure of success of the event was, therefore, the post-consumption evaluations of attendees. By using generational segments (ie. Traditionalists, Baby-boomers, Generation X and the Millennials) as the bases of comparison, few statistically significant differences were found with regard to post-consumption evaluations of the event. It is, therefore, not unreasonable to conclude that the event was successful in that the generational segments were generally homogenous with regard to the post-consumption evaluations of the event. The results, however, provide opportunities for improvement in the event’s marketing and management in the future.

Event-related destination marketing : a case of Athens 2004

The focus of this study was the media telecast of the Athens 2004 Summer Olympic Games. The study explored the efficacy of the telecast in developing positive attitudes towards Greece as a tourist destination. A random sample (n=351) of Australian residents were surveyed. Across the sample, 38.7% of respondents indicated that their overall attitude towards Greece as tourist destination changed as a result of their consumption of the telecast of Athens 2004. Further analysis was undertaken and four segments were identified based on postconsumption perceptions of Greece. Statistical differences were found between the segments with regard to the changes in their overall attitude. To gain insights into this phenomenon, open-ended responses provided by segment members were then analysed. The results provide insights to the efficacy of this particular telecast in developing positive attitudes with regard to Greece as a tourist destination.

Operationalising the balanced scorecard : an initial analysis of factor structure

To date there has been very little empirical analysis of the Balanced Scorecard (BSC) within the marketing literature. With measuring performance being a central issue in marketing and the BSC being one of the most utilised approaches, this paper investigates the BSC and its factor structure. This research tested independently the “goodness-of-fit” of both the traditional four-factor model and a later five-factor model, which included an “employee/human resource” dimension. Data were collected from a sample of medium-tolarge Australian businesses. Factor analysis was conducted on the two alternative factor structures, revealing that the five-factor model fits the observed data as well as does the fourfactor model, supporting the inclusion of an “employee/human resource” perspective in future BSC models.

Relationship management, the web and organisation performance in Australasia

Relationship management practices, both traditional and employing the Web, were investigated and hypotheses tested concerning the influence of such practices on organisational performance. The reported study, conducted with a sample of Australasian organisations, finds that traditional and online relationship management constructs are discrete, and finds no significant direct influence of the use of relationship management on organisational performance, regardless of whether traditional means of relationship management are employed or the Web is used. It is also reported that environmental turbulence does not moderate this relationship.