Customer analytics and marketing research : antithesis and synthesis

Customer Analytics provide a new type of marketing knowledge in terms of modelling past and present customer behaviour. This paper considers how such knowledge might fit with more traditional Marketing Research. Considerable overlap in the knowledge-based capability of the two functions suggests a need for rationalisation, especially where organisational relationships lead to conflict over the resources assigned to each. Nine testable propositions are developed which suggest that a synthesis of these knowledge-based functions should, in fact, enhance the marketing capability and success of the firm.

Customer perceptions of responsible retailing in Australia

For retailers, the adoption of Corporate Social Responsibility (CSR) can act as a source of differentiation and affect reputation, customer loyalty, and competitive advantage. Despite these potential benefits, there has been limited empirical investigation of CSR within the retailing literature. This paper proposes that for retailers to implement CSR to strategic benefit, they must understand how their customers perceive the concept. This paper utilises Carroll’s (1979, 1991) four-part framework of corporate behaviours to operationalise the concept of CSR. To build on Carroll’s (1979, 1991) framework, respondents are asked to identify specific behaviours that constitute socially responsible behaviour for a retail supermarket. Results support the four corporate behaviours proposed by Carroll, but do not support the rank order of economic corporate behaviours being first and foremost. The findings suggest the inclusion of ‘supply chain management’ and ‘provision of customer value’ as additional factors for retailer CSR. From these findings, an initial model of retailer CSR is proposed for further investigation. For academics, such a model provides greater clarity in understanding CSR, allowing future development across alternative retail settings. The model provides retailers with a tool for implementing CSR for strategic benefit, by way of meeting customer CSR demands.

Customer citizenship behaviours : towards the development of a typology

Eight types of customer citizenship behaviours were extracted from the existing marketing literature, and the more developed organisational citizenship behaviour literature. These included: positive word of mouth behaviour; suggestions for service improvements; participation in organisation events/activities; benevolent acts of service facilitation; policing of other customers; flexibility; voice and displays of relationship affiliation. Although citizenship behaviours such as positive word-ofmouth and voice have established empirical measures, the other types of customer citizenship behaviours do not. The objective of this study, therefore, was to source, adapt and derive measures for each of the eight identified citizenship behaviours. Using exploratory and confirmatory factor analysis, these measures were validated across three service contexts.

The influence of supermarket store attributes on perceived customer satisfaction : an East Asian study

Despite the proliferation of theoretical developments in the area of western consumer behaviour, to date the likelihood of Asian variants to existing consumer behavioural models has not been explored in any detail. Based on prior research in the field of retail attribute testing this empirical study investigates the influence of supermarket store attributes on Chinese (Macau) customer satisfaction moderated by the biographical factors of age and income. The results indicate that the store attributes of distance and speed of check out were significant for age, and that delivery, service and price reductions were significant by income. Total independent variable rankings indicated store location, price and product variety were perceived by Chinese respondents as being the most important store attributes influencing satisfaction.

The antecedents of word-of-mouth behaviour: the service quality perspective

The aim of this study is to undertake empirical research investigating the nature and magnitude of the determinants of word-of-mouth behaviour from the point of view of service performance and postpurchase perceptions. A quantitative study was undertaken. A theoretical model linking service quality issues and word-of-mouth behaviour was developed and tested using structural equation modelling of 280 surveyed participants at various day spa locations. All major fit indices from structural equation modelling methods show satisfactory results for the measurement and structural models. The results confirm significant relationships between the constructs in the model. While the quality of the product, customer service, and servicescape atmosphere lead to customer satisfaction, it is servicescape atmosphere and customer satisfaction that drive word-of-mouth behaviour. The results of this study provide insights to aid service providers and marketing professionals in the service industry in fully understanding that the enhancement of the delivery of high quality service, an accommodating environment, and instilling feelings of satisfaction with their customers will more likely lead to positive word-of-mouth referrals. One major limitation is that the survey was conducted within one industry in one country. The major value of this chapter is the establishment of the role of service quality on word-of-mouth behaviour. This research provides empirical results of the impacts of service performance and post-purchase perceptions on word-of-mouth behaviour.