The Roles of ‘Conventional’ and Demand-Responsive Bus Services

Purpose - The roles of ‘conventional’ (fixed-route and fixed-timetable) bus services is examined and compared to demand-responsive services, taking rural areas in England as the basis for comparison. It adopts a ‘rural’ definition of settlements under a population of 10,000. Design/methodology/approach - Evidence from the National Travel Survey, technical press reports and academic work is brought together to examine the overall picture. Findings - Inter-urban services between towns can provide a cost-effective way of serving rural areas where smaller settlements are suitably located. The cost structures of both fixed-route and demand-responsive services indicate that staff time and cost associated with vehicle provision are the main elements. Demand-responsive services may enable larger areas to be covered, to meet planning objectives of ensuring a minimum of level of service, but experience often shows high unit cost and public expenditure per passenger trip. Economic evaluation indicates user benefits per passenger trip of similar magnitude to existing average public expenditure per trip on fixed-route services. Considerable scope exists for improvements to conventional services through better marketing and service reliability. Practical implications - The main issue in England is the level of funding for rural services in general, and the importance attached to serving those without access to cars in such areas. Social implications - The boundary between fixed-route and demand-responsive operation may lie at relatively low population densities. Originality/value - The chapter uses statistical data, academic research and operator experience of enhanced conventional bus services to provide a synthesis of outcomes in rural areas.

Responsibility and Well-Being: Resource Integration Under Responsibilization in Expert Services

Responsibilization, or the shift of functions and risks from providers and producers to consumers, has become an increasingly common policy in service systems and marketplaces (e.g., financial, health, governmental). As responsibilization is often considered synonymous with consumer agency and well-being, the authors take a transformative service research perspective and draw on resource integration literature to investigate whether responsibilization is truly associated with well-being. The authors focus on expert services, for which responsibilization concerns are particularly salient, and question whether this expanding policy is in the public interest. In the process, they develop a conceptualization of resource integration under responsibilization that includes three levels of actors (consumer, provider, and service system), the identification of structural tensions to resource integration, and three categories of resource integration practices (access, appropriation, and management) necessary to negotiate responsibilization. The findings have important implications for health care providers, public and institutional policy makers, and other service systems, all of which must pay more active attention to the challenges consumers face in negotiating responsibilization and the resulting well-being outcomes.

Responsibility and Well-being: Resource Integration under Responsibilization in Expert Services

Responsibilization, or the shift in functions and risks from providers and producers to the consumer, has become an increasingly common policy in service systems and marketplaces (e.g., financial, health, governmental). Responsibilization is often presented as synonymous with consumer agency and well-being. We take a transformative service research perspective and utilize the resource integration framework to investigate whether responsibilization is truly associated with well-being. We focus on expert services, where responsibilization concerns are particularly salient, and question whether this expanding policy is in the public interest. In the process, we develop a conceptualization of resource integration under responsibilization that includes three levels of actors (consumer, provider and service system), the identification of structural tensions to resource integration and three categories of resource integration practices (access, appropriation and management) necessary to negotiate responsibilization. Our findings have important implications for health care providers, public policy makers, and other service systems, all of which must pay more active attention to the challenges consumers face in negotiating responsibilization and the resulting well-being outcomes.

Marketing de relacionamento em um provedor de internet: um estudo comparativo que considera a visão gerencial e a percepção dos clientes

The current paper aims at analyzing customer retention in Internet provider services. For this study, we sought to understand what are the client's expectations regarding the services available and compare them with management perception in relation to the use of those services. Identifying the coherence level between the two points of view, management and client, it is possible to pinpoint how service is assessed in real conditions. Then, from this point on, a new vision can be implemented on available services, and new customer service strategies aiming at best serving to their expectation and need, can be rethought. The exploratory research was utilized. It was based on case study, and quantitative and qualitative methods were used. The quantitative method was done by applying the cluster technique with six variables of control derived from the six main services, whose definition was done through qualitative survey of the internal management team. Then, an structured interview with 443 clients, from a probabilistic sample of 800 costumers. The total number of active clients of the internet provider is of 10.677. Client perception in relation to services varied, if compared with the four services that were under the managerial metric method, this comparison showed a more positive evaluation than the real use of the service. Thus, it was observed that the value of each service available for the client depends on his/her perception of it, regardless of using or not the offered service. As a result, it is possible to understand which services offered by the company under study effectively contribute to a good client-company relationship, and the upkeep of those clients

O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

Gestão do marketing de relacionamento: um estudo em empresas hoteleiras de Natal - RN

The present study it analyzes the Management of the Marketing of strategy Relationship as distinguishing for the host s companies of the city of Natal - RN. To carry through this analysis interviews with managers had been carried through, as well as the direct comment of processes, documents, actions and strategies developed for the hotels, with intention to know the level of perception and valuation of the relationship with customers, to verify resources and technologies used in the Management of the Relationship Marketing, identification, segmentation and differentiation of customers, personalization of products and services, and results of the emphasis in the relationship with customers for the host s companies. The research can be classified as exploratory - descriptive, and its universe is limited to the city of Natal, having enclosed hotels that have carried through tourist activity in 2005 and 2006. Still on the criteria of election of the sample, the study it investigated host s companies who if fit in the category superior luxury, or either, five stars, pertaining the national nets and international. How much to the treatment and analysis of the data the was made to leave of the theoretical support of the authors who work the thematic one and of the analysis of the interviews with managers, documents and processes observed for the researcher in the studied hotels. The research sample that the interviewed ones understand the importance to work the Management of the Marketing of Relationship in the host s companies me intention to get sustainable competitive advantage. One still evidenced that the searched hotels make use of strategies and instruments of Management of the Marketing of Relationship, however without an ample theoretical knowledge and yes only as base in the experience of the managers and spread processes already, generating one moment competitive advantage and not relationships of long duration

A influência da comunicação de Marketing na Indústria da Beleza

O presente trabalho situa-se entre compreender o papel que a comunicação realizada pelo marketing da indústria de beleza desempenha, para o desenvolvimento e crescimento em suas vendas, por meio da influência constituída e disseminada pelos padrões de beleza, impostos pela mídia por meio da visão dos profissionais, que contribuem diretamente em sua atualização e divulgação de informações dessa mesma indústria da beleza. E por outro lado, os consumidores se mantêm informados acerca dos lançamentos de produtos e serviços. Nesta perspectiva, a influência apresentada por meio dos padrões de beleza, que vão sendo constituídos pela indústria de beleza e impostos por seu próprio marketing, mostra-se como o nosso objetivo de investigação, que em nossa pesquisa pretendemos apresentar um estudo a respeito da importância dada à influência desta comunicação do marketing para os profissionais de vários segmentos desta grande área da beleza e a relação com os seus profissionais e consumidores. Levamos em consideração aprioristicamente que a comunicação realizada pelo marketing é um recurso extremamente eficaz, para gerar influência a partir de sua divulgação. Estas informações por sua vez são reproduzidas pelos profissionais, que atuam na área da beleza por meio de seus vários segmentos. Eles constituem o objeto desta pesquisa. Há constatações evidentes da influência da comunicação constituída pelo marketing na indústria da beleza, porém, este trabalho investigativo toma como foco empírico, estes profissionais que estão diretamente ligados e atuantes na área da beleza e são agentes que materializam para os clientes o que há de mais inovador no mercado de produtos e serviços de beleza. Por ambicionar investigar a comunicação via o marketing, os profissionais da indústria da beleza e os clientes, esta investigação possui uma perspectiva transversal, que constitui o nosso objetivo.

O marketing em um hospital universitário na relação com o trabalho da enfermagem: um estudo de caso

No setor hospitalar, o marketing compõe um grupo interdependente de serviços e tem como objetivo principal aproximar clientes - externos, internos e corpo gestor -, através de estratégias específicas que promovem satisfação e qualidade. Esta organização possui uma larga diversidade de profissionais da saúde e o marketing, neste sentido, auxilia no processamento de seus serviços de forma a lapidá-los sob a ótica do cliente, buscando efetividade e produtividade. Neste cenário encontra-se o enfermeiro, cujo trabalho é composto pelas dimensões cuidar, gerenciar, educar/pesquisar, que se entrelaçam e caracterizam o serviço deste profissional. No entanto, costumeiramente, a enfermagem não declara o marketing como uma ferramenta estratégica ao seu processo de trabalho – fato verificável na exploração de publicações científicas -, e, paralelamente, depara-se com empecilhos na execução de seu trabalho que podem comprometer a sua excelência. Assim, este estudo busca analisar a relação do marketing com o trabalho do enfermeiro nas dimensões cuidar, gerenciar, ensinar/pesquisar. Para sua efetivação, optou-se pelo referencial metodológico Estudo de Caso, onde o fenômeno é verificado como ocorre em seu cenário real. Assim, a coleta, caracterizada por pesquisador e unidade únicos, ocorreu em um hospital universitário, geral e público no sul do país que declara publica e virtualmente o marketing institucional. Como fontes de evidência, foram utilizadas: entrevista focada com quatro sujeitos de áreas estratégicas para esta pesquisa; análise de documentação criada pela assessoria de marketing e observação direta. O tratamento e a análise dos dados ocorreram por meio da Análise Temática, que possibilitou a exposição dos resultados através de dois artigos: “A relação do marketing com o processo de trabalho do enfermeiro na dimensão cuidar” e “A relação do marketing com o processo de trabalho do enfermeiro nas dimensões gerenciar e educar/pesquisar”. Os resultados evidenciaram que o marketing no cuidar - auxilia a efetividade do cuidado através de novas estratégias de comunicação com o usuário, produz materiais elucidativos, lúdicos para sua continuação e manutenção e o divulga no meio intra e extra-hospitalar; no gerenciar - auxilia a o enfermeiro a ter um método mais inovador e criativo, a focar no cliente e no bom relacionamento interpessoal com a equipe; no educar/pesquisar - cria canais de comunicação interna e campanhas únicas que, além de auxiliar na realização da educação permanente e na atualização de enfermeiros, propicia meios para transmitir novos achados científicos à prática da enfermagem hospitalar. Através deste estudo, percebeu-se que ações de marketing podem contribuir para a efetividade do trabalho do enfermeiro em suas facetas dimensionais, aproximando este agente de saúde do usuário ao qual seu serviço é destinado e da gestão da organização, propiciando a este profissional maior visibilidade e valorização no espaço hospitalar e social.

Marketing in SMEs: the sales process of SMEs on the food and drink industry.

There would appear to be varied approaches to the sales process practiced by SMEs in how they go about locating target customers, interfacing with prospects and new customers, presenting the benefits and features of their products and services, closing sales deals and building relationships, and an understanding of what the buyers needs are in the seller-buyer process. Recent research has revealed that while entrepreneurs and small business owners rely upon networking as an important source of sales, they lack marketing competencies, including personal selling skills and knowledge of what is involved in the sales process to close sales deals and build relationships. Small companies and start-ups with innovative products and services often find it difficult to persuade potential buyers of the merits of their offerings because, while the products and services may be excellent, they have not sufficiently well-developed selling skills necessary to persuade their target customers.

ASSESSING QUALITY IN HIGH-UNCERTAINTY MARKETS: ONLINE REVIEWS OF CREDENCE SERVICES

In economics of information theory, credence products are those whose quality is difficult or impossible for consumers to assess, even after they have consumed the product (Darby & Karni, 1973). This dissertation is focused on the content, consumer perception, and power of online reviews for credence services. Economics of information theory has long assumed, without empirical confirmation, that consumers will discount the credibility of claims about credence quality attributes. The same theories predict that because credence services are by definition obscure to the consumer, reviews of credence services are incapable of signaling quality. Our research aims to question these assumptions. In the first essay we examine how the content and structure of online reviews of credence services systematically differ from the content and structure of reviews of experience services and how consumers judge these differences. We have found that online reviews of credence services have either less important or less credible content than reviews of experience services and that consumers do discount the credibility of credence claims. However, while consumers rationally discount the credibility of simple credence claims in a review, more complex argument structure and the inclusion of evidence attenuate this effect. In the second essay we ask, “Can online reviews predict the worst doctors?” We examine the power of online reviews to detect low quality, as measured by state medical board sanctions. We find that online reviews are somewhat predictive of a doctor’s suitability to practice medicine; however, not all the data are useful. Numerical or star ratings provide the strongest quality signal; user-submitted text provides some signal but is subsumed almost completely by ratings. Of the ratings variables in our dataset, we find that punctuality, rather than knowledge, is the strongest predictor of medical board sanctions. These results challenge the definition of credence products, which is a long-standing construct in economics of information theory. Our results also have implications for online review users, review platforms, and for the use of predictive modeling in the context of information systems research.

O marketing do comércio tradicional : o caso das cidades de Ponta Delgada e da Ribeira Grande

Dissertação de Mestrado, Ciências Económicas e Empresariais, 19 de Julho de 2016, Universidade dos Açores.

Marketing de relacionamento em um provedor de internet: um estudo comparativo que considera a visão gerencial e a percepção dos clientes

The current paper aims at analyzing customer retention in Internet provider services. For this study, we sought to understand what are the client's expectations regarding the services available and compare them with management perception in relation to the use of those services. Identifying the coherence level between the two points of view, management and client, it is possible to pinpoint how service is assessed in real conditions. Then, from this point on, a new vision can be implemented on available services, and new customer service strategies aiming at best serving to their expectation and need, can be rethought. The exploratory research was utilized. It was based on case study, and quantitative and qualitative methods were used. The quantitative method was done by applying the cluster technique with six variables of control derived from the six main services, whose definition was done through qualitative survey of the internal management team. Then, an structured interview with 443 clients, from a probabilistic sample of 800 costumers. The total number of active clients of the internet provider is of 10.677. Client perception in relation to services varied, if compared with the four services that were under the managerial metric method, this comparison showed a more positive evaluation than the real use of the service. Thus, it was observed that the value of each service available for the client depends on his/her perception of it, regardless of using or not the offered service. As a result, it is possible to understand which services offered by the company under study effectively contribute to a good client-company relationship, and the upkeep of those clients

O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

Plano de marketing: uma proposta para o hospital do açúcar

O estudo realizado aborda a temática "Plano de marketing: uma proposta para o Hospital do Açúcar", com direção norteadora para efetuar uma avaliação diagnóstica das atividades da Fundação Hospital da Agroindústria do Açúcar e do Álcool de Alagoas, visando proporcionar uma radiografia de sua situação e, posteriormente, plano estratégico para o desenvolvimento de um processo de gestão eficiente e eficaz. Justifica-se o presente estudo tendo em vista a importância da unidade hospitalar para o Estado de Alagoas, considerando-se sua infra¬estrutura, seus serviços prestados à comunidade alagoana, bem como possibilitar uma reorientação estratégica que possibilite otimizar suas atividades para um atendimento qualitativo e manutenção de suas atividades de forma eficiente e eficaz. Objetiva efetuar uma análise do complexo organizacional da instituição, radiografando seus pontos fortes e fracos, suas oportunidades e riscos, enfim levantando a realidade de suas atividades possibilitando a estruturação de um plano estratégico de marketing que propicie um melhor posicionamento de mercado ao hospital e que defina objetivos e metas e ser alcançados a partir da identificação de oportunidades ambientais e empresariais compatíveis com seus recursos humanos e materiais, também, levando, em consideração os seus fins a sua finalidade filantrópica, respaldada por lei. Metodologicamente, a pesquisa foi desenvolvida de natureza exploratória, objetivando proporcionar maiores informações sobre o assunto; e bibliográfica, tendo como objetivo conhecer, recolher, selecionar, analisar e interpretar as contribuições teóricas já existentes sobre o assunto. No primeiro capítulo abordará o marketing e o plano de marketing, seus conceitos e aplicações, a visualização e aplicação do marketing de serviços, a modalidade do marketing para instituições sem fins lucrativos, até chegar na estrutura e elaboração do plano de marketing. No segundo capítulo aborda o contexto do Hospital do Açúcar e Álcool de Alagoas, conceitos e definições acerca da organização hospitalar, uma abordagem histórica acerca da instituição estudada, a sua estrutura organizacional, a infraestrutura, os recursos e a realidade organizacional. No terceiro capítulo é efetuada demonstração da metodologia aplicada, considerando as duas etapas de estudo realizadas. No quarto capítulo foi efetuado uma abordagem analítica acerca do planeamento de marketing da Fundação Hospital do Açúcar, a partir da realidade encontrada, da análise de SWOT, da estratégia de marketing mix, do segmento alvo, posicionamento e tipo de concorrentes, e do plano de ação. As razões pessoas que levaram a realização do presente estudo se deve ao fato da importância da Fundação Hospital do Açúcar para o Estado de Alagoas, bem como para a população carente e consumidora dos serviços hospitalares, tendo em vista representar uma instituição tradicional e historicamente fincada na localidade, merecendo, portanto, maior atenção das autoridades e sociedade em geral. ABSTRACT; The carried through study it approaches the thematic "Marketing plan: a proposal for the Hospital of the Sugar", with norteadora direction to effect a diagnostic evaluation of the activities of the Foundation Sugar and Alcohol Hospital of Alagoas, being aimed to provide an x-ray of its situation and, later, a strategical plan for the development of a process of efficient and efficient management. The present study in view of the importance of the hospital unit for the State of Alagoas is justified, considering itself its infrastructure, its services given to the Algona community, as well as making possible a strategical reorientation that it makes possible to optimize its activities for a qualitative attendance and maintenance of its activities of efficient and efficient form. Aiming to carry out an analysis of this institution complex of the institution, being radiographed its strong and weak points, its chances and risks, at last raising the reality of its activities making possible the structure of a strategical plan in the market that propitiates one better positioning of market for the hospital and that it defines reached objectives and goals and being from the identification of compatible ambient and enterprise chances with its human resources and material, also, taking, in consideration its ends its philanthropic purpose, endorsed by law. Methodologically, the research was developed of exploratory nature, aiming to provide greaters information on the subject; bibliographical collect, to select, to analyze and theoretical contributions. ln the first chapter it will approach the marketing and the plan of marketing, its concepts and applications, the visualization and application of the marketing services, the modality of the marketing for institutions without lucrative ends, until arriving in the structure and elaboration of the marketing plan. ln as the chapter it approaches the context of the Sugar and Alcohol Hospital of Alagoas, concepts and definitions concerning the hospital organization, a historical boarding concerning the studied institution, its organizational structure, the infrastructure, the resources and the organizational reality. ln the third chapter demonstration of the applied methodology is effected, considering the two carried through stages of study. ln the room chapter an analytical boarding concerning the planning of marketing of the Foundation wich effected the Hospital of the Sugar, from the found reality, of the analysis of SWOT, the strategy of marketing mix, the white segment, positioning and type of competitors, and the plan of action. The reasons people who had taken the accomplishment of the present study to the fact of the importance of the Foundation Sugar and Alcohol Hospital of Alagoas, as well as for the devoid population and consumer of the hospital services, in view of representing a traditional institution and historicamente fincada in the locality, deserving, therefore, greater attention of the authorities and society in general.

Modeling perspective for the relevant market of voice services: mobile to mobile

Los mercados asociados a los servicios de voz móvil a móvil, brindados por operadoras del Sistema Móvil Avanzado en Latinoamérica, han estado sujetos a procesos regulatorios motivados por la dominancia en el mercado de un operador, buscando obtener óptimas condiciones de competencia. Específicamente en Ecuador, la Superintendencia de Telecomunicaciones (Organismo Técnico de Control de Telecomunicaciones) desarrolló un modelo para identificar acciones de regulación que puedan proporcionar al mercado efectos sostenibles de competencia en el largo plazo. Este artículo trata sobre la aplicación de la ingeniería de control para desarrollar un modelo integral del mercado, empleando redes neuronales para la predicción de trarifas de cada operador y un modelo de lógica difusa para predecir la demanda. Adicionalmente, se presenta un modelo de inferencia de lógica difusa para reproducir las estrategias de mercadeo de los operadores y la influencia sobre las tarifas. Dichos modelos permitirían la toma adecuada de decisiones y fueron validados con datos reales.