Customer Evolution in Sales Channel Migration

This research has been triggered by an emergent trend in customer behavior: customers have rapidly expanded their channel experiences and preferences beyond traditional channels (such as stores) and they expect the company with which they do business to have a presence on all these channels. This evidence has produced an increasing interest in multichannel customer behavior and it has motivated several researchers to study the customers’ channel choices dynamics in multichannel environment. We study how the consumer decision process for channel choice and response to marketing communications evolves for a cohort of new customers. We assume a newly acquired customer’s decisions are described by a “trial” model, but the customer’s choice process evolves to a “post-trial” model as the customer learns his or her preferences and becomes familiar with the firm’s marketing efforts. The trial and post-trial decision processes are each described by different multinomial logit choice models, and the evolution from the trial to post-trial model is determined by a customer-level geometric distribution that captures the time it takes for the customer to make the transition. We utilize data for a major retailer who sells in three channels – retail store, the Internet, and via catalog. The model is estimated using Bayesian methods that allow for cross-customer heterogeneity. This allows us to have distinct parameters estimates for a trial and an after trial stages and to estimate the quickness of this transit at the individual level. The results show for example that the customer decision process indeed does evolve over time. Customers differ in the duration of the trial period and marketing has a different impact on channel choice in the trial and post-trial stages. Furthermore, we show that some people switch channel decision processes while others don’t and we found that several factors have an impact on the probability to switch decision process. Insights from this study can help managers tailor their marketing communication strategy as customers gain channel choice experience. Managers may also have insights on the timing of the direct marketing communications. They can predict the duration of the trial phase at individual level detecting the customers with a quick, long or even absent trial phase. They can even predict if the customer will change or not his decision process over time, and they can influence the switching process using specific marketing tools

The temporal pattern of customer satisfaction: a construal-level approach

Customer satisfaction has been traditionally studied and measured regardless of the time elapsed since the purchase. Some studies have recently reopened the debate about the temporal pattern of satisfaction. This research aims to explain why “how you evaluate a service depends on when you evaluate it” on the basis of the theoretical framework proposed by Construal-Level Theory (CLT). Although an empirical investigation is still lacking, the literature does not deny that CLT can be applied also with regard to past events. Moreover, some studies support the idea that satisfaction is a good predictor of future intentions, while others do not. On the basis of CLT, we argue that these inconsistent results are due to the different construal levels of the information pertaining to retrospective and prospective evaluations. Building on the Two-Factor Theory, we explain the persistence of certain attributes’ representations over time according to their relationship with overall performance. We present and discuss three experiments and one field study that were conducted a) to test the extensibility of CLT to past events, b) to disentangle memory and construal effects, c) to study the effect of different temporal perspective on overall satisfaction judgements, and d) to investigate the temporal shift of the determinants of customer satisfaction as a function of temporal distance.

Ownership, Multiple Blockholders and Performance: A study of the Indonesian Banking Industry

The objective of this study is to provide empirical evidence on how ownership structure and owner’s identity affect performance, in the banking industry by using a panel of Indonesia banks over the period 2000–2009. Firstly, we analysed the impact of the presence of multiple blockholders on bank ownership structure and performance. Building on multiple agency and principal-principal theories, we investigated whether the presence and shares dispersion across blockholders with different identities (i.e. central and regional government; families; foreign banks and financial institutions) affected bank performance, in terms of profitability and efficiency. We found that the number of blockholders has a negative effect on banks’ performance, while blockholders’ concentration has a positive effect. Moreover, we observed that the dispersion of ownership across different types of blockholders has a negative effect on banks’ performance. We interpret such results as evidence that, when heterogeneous blockholders are present, the disadvantage from conflicts of interests between blockholders seems to outweigh the advantage of the increase in additional monitoring by additional blockholder. Secondly, we conducted a joint analysis of the static, selection, and dynamic effects of different types of ownership on banks’ performance. We found that regional banks and foreign banks have a higher profitability and efficiency as compared to domestic private banks. In the short-run, foreign acquisitions and domestic M&As reduce the level of overhead costs, while in the long-run they increase the Net Interest Margin (NIM). Further, we analysed NIM determinants, to asses the impact of ownership on bank business orientation. Our findings lend support to our prediction that the NIM determinants differs accordingly to the type of bank ownership. We also observed that banks that experienced changes in ownership, such as foreign-acquired banks, manifest different interest margin determinants with respect to domestic or foreign banks that did not experience ownership rearrangements.

Ethical Perspectives on Big Data in Agri-food: Ownership and Governance for Safety

Big data are reshaping the way we interact with technology, thus fostering new applications to increase the safety-assessment of foods. An extraordinary amount of information is analysed using machine learning approaches aimed at detecting the existence or predicting the likelihood of future risks. Food business operators have to share the results of these analyses when applying to place on the market regulated products, whereas agri-food safety agencies (including the European Food Safety Authority) are exploring new avenues to increase the accuracy of their evaluations by processing Big data. Such an informational endowment brings with it opportunities and risks correlated to the extraction of meaningful inferences from data. However, conflicting interests and tensions among the involved entities - the industry, food safety agencies, and consumers - hinder the finding of shared methods to steer the processing of Big data in a sound, transparent and trustworthy way. A recent reform in the EU sectoral legislation, the lack of trust and the presence of a considerable number of stakeholders highlight the need of ethical contributions aimed at steering the development and the deployment of Big data applications. Moreover, Artificial Intelligence guidelines and charters published by European Union institutions and Member States have to be discussed in light of applied contexts, including the one at stake. This thesis aims to contribute to these goals by discussing what principles should be put forward when processing Big data in the context of agri-food safety-risk assessment. The research focuses on two interviewed topics - data ownership and data governance - by evaluating how the regulatory framework addresses the challenges raised by Big data analysis in these domains. The outcome of the project is a tentative Roadmap aimed to identify the principles to be observed when processing Big data in this domain and their possible implementations.

Experimenting with the role of performance of hygiene and motivators on customer satisfaction: studying the temporal effect

Marketers continuously attempt to identify important attributes and innovate in order to understand how attribute performance could lead to customer satisfaction in the short term and in the long term. Understanding the impact of customer satisfaction may offer a competitive edge to companies. Researchers are discussing the importance of performance attributes in leading to satisfaction; however, there is no clear understanding of whether an attribute that leads to satisfaction at one time (e.g., short run) can cause it also in the long run, without excluding the possibility that it could lead to dissatisfaction and no satisfaction. The present research tries to understand anomalies related to asymmetric attribute performance and satisfaction over time with the help of Herzberg's (1967) Two-Factor Theory (TFT) and construal level theory (CLT). More precisely, there are main purposes of this dissertation. First, the present research tries to understand whether positive or negative hygiene attribute performance and motivator attribute factors exert different weights on overall customer satisfaction depending on the time elapsed from the service experience. Second, to test if positive or negative hygiene/motivator attribute performance affect to revisit intention and to word of mouth by considering mediating role of satisfaction. The results reveal that in the near past (NP) experience, the positive performance of hygiene concrete attributes creates a differential effect on overall satisfaction higher than the negative performance of hygiene concrete attributes. Results also confirmed mediating role of satisfaction in the relationship between attribute performance and revisit intention for near past condition but not for distant past. Likewise significant relationship was found for the mediating role of satisfaction in the relationship between attribute performance and word of mouth (WOM) for near past condition but not for distant past.