Proposed multi-dimensional approach to evaluating service recovery

Purpose – The purpose of this paper is to extend thinking on service recovery processes and satisfaction with service recovery, using multi-dimensional consumer outcomes. The objective of the work was to propose that satisfaction with service recovery should be based on customers' expectations of the recovery encounter, which would be shaped by their expectations of “non-failed” encounters.

Design/methodology/approach – The paper adopts a theoretical approach. Using the existing service recovery literature as well as the traditional services literature, the conceptual framework and associated research propositions are developed.

Findings – The proposed framework suggests that service recovery is a service encounter it its own right. The effectiveness of recovery encounters will be based on how encounters operate relative to customer expectations and experiences with regard to the recovery activity.

Research limitations/implications – The research propositions and proposed framework need further empirical investigation.

Practical implications – The proposed framework suggests that managing service recovery should be undertaken in a similar fashion to managing any service, and thus managers need to understand customers' recovery expectations. Organisations also need to consider how a recovery action impacts on a range of customer outcomes, as focusing on one aspect will not capture consumers' full set of behaviours.

Originality/value – The proposed model identifies that service recovery should be evaluated with regard to consumers' recovery expectations and satisfaction is not based on expectations with regard to non-failed encounters.

Publishing in socially oriented journals - the state of play in Asia

Purpose: This paper examines this issue by examining institutional publishing in six socially oriented marketing journals generally and then explores the performance within Asian institutions and those within Australia and New Zealand, in detail.

Design/Methodology/Approach: Authorships of Journal of Macromarketing, Journal of Public Policy & Marketing, Journal of Consumer Affairs, Journal of Non-Profit and Public Sector Marketing, International Journal of Non-Profit and Voluntary Sector Marketing, and Social Marketing Quarterly, from 1999-2003 were tracked, by institution and nationality of school. Results are reported for both number of authors and percent of authorship.

Findings: There is a dominance of publishing by North American Academics within the social area. Asia academics appear to be generally under-represented, based on the region’s size, although scholars in Australia and New Zealand perform relatively better than one might anticipate.

Research Limitations/Implications: A review of socially oriented publishing performance by institutions in Asia identifies that socially oriented research appears to be a focus in Australia and New Zealand across a range of institutions, but occurs less frequently in other Asian countries.

Practical Implications: Results are useful for understanding the role of socially oriented research among scholars in Asia and the Pacific. While Australia and New Zealand have made marks in socially oriented research, it appears to be a potential “growth area” for marketing scholars in Asia and the Pacific.

Originality/Value: This is the first paper to examine the role of geography in publishing among those interested in social issues in marketing.

The impact of consumer ethnocentrism and country of origin sub-components for high involvement products on young Chinese consumers' product assessments

Purpose – The purpose of this paper is to examine the effect of country of origin (COO) sub-components (i.e. design, assembly and parts), as well as the extent to which consumer ethnocentrism tendencies interact with these COO sub-components for young Chinese consumers with regards to product quality assessments and purchase intentions.

Design/methodology/approach – A 2?×?2?×?2 factorial experimental design was used to examine the effects of the three sub-components of COO with two levels of sourcing location – Home (China) and Foreign (Germany), for two high involvement products (an automobile and a digital camera). Chinese students in China represented the sample of 272 respondents. MANOVA was used to examine the direct effects and interactions of the three COO components, as well as ethnocentrism, measured using the CETSCALE.

Findings – It was found that the three COO sub-components did not influence young Chinese consumers’ evaluation of product quality or purchase intentions. In addition, consumers’ level of ethnocentrism also did not have a direct effect on perceived product quality or purchase intentions. There was only one statistically significant interaction effect between ethnocentrism and country of parts for one of the two products. As such, COO dimensions and young Chinese consumers’ ethnocentrism appears to have limited influence on their assessments of product quality or purchase intentions. This may occur because young Chinese consumers perceive that hybrid products are the norm for high involvement products in China as these products are all these consumers have experienced.

Originality/value – The findings of this research dispute the commonly held belief and evidence that sub-components of COO have an impact on the perceptions of product quality and purchase intentions. Young Chinese consumers may be different to consumers from western countries because they have been extensively exposed to hybrid products. Given the size and growth potential of China, young Chinese are an important, under-researched segment within the Chinese market.

An examination of the globalisation of authorship in publishing in 20 leading marketing journals

Purpose – The purpose of this paper is to examine the global contribution of academics to marketing literature between 1999 and 2003, based on an examination of the location of academics institution of employment, as reported in published works. The data is used to evaluate the global dispersion of publishing.

Design/methodology/approach – The paper uses the method of content analysis where the authorship of all articles in 20 leading marketing journals between 1999 and 2003 is examined. An empirical examination of performance was undertaken across geographic regions. There was also an examination of whether the quality of journal affected regional performance.

Findings – The research found that there is a significant “bias” of authorship within the 20 journals examined, with the majority of works published by academics at institutions in North America. There is some variation in regional performance based on the type of journal examined.

Research limitations/implications – There was no attempt to empirically examine why differences might exist. The study only focused on a sample of 20 English language journals over five years. These journals have been included in studies that list the leading marketing journal for US and European academics.

Practical implications – The research suggests that there may in fact be regional differences in publishing behaviour. It is unclear if these differences relate to variations in the “objectives” of institutions within each country or other factors, such as the North American publish-or-perish mentality. The research posits that a marketing knowledge may be unnecessarily restricted, if there is a bias against non-North American perspectives.

Originality/value – While there have been other works examining research performance of institutions, there has been limited examination in marketing on the nation in which authors work and none have used a broad cross-section of journals. This work takes a global “snapshot” of national research performance within marketing.

Empirical examination of the stakeholder strategy matrix

Purpose – This paper seeks to examine whether the stakeholder strategy matrix provides useful guidance for managers in dealing with stakeholders. The matrix suggests that strategies for dealing with stakeholders can be determined based on stakeholder ability to cooperate and threaten organisational outcomes.

Design/methodology/approach – The study uses a hypothetical scenario looking at the development of a new environmentally friendly product, where eight stakeholder groups and their influencing abilities are manipulated. Marketers reviewed one version of the scenario and were then asked the applicability of 13 strategies for each stakeholder group described. Mixed design analysis is then undertaken to examine the direct effects and interactions between the four combinations of influencing abilities, the stakeholder group examined or how the strategy suggested impacted on managers' views.

Findings – The research found that there was an interaction effect suggesting that some strategies were more applicable to stakeholders with certain sets of influencing abilities, as the stakeholder strategy matrix suggested. The specific stakeholder group examined also appeared to impact on managers' views, which is inconsistent with the theory.

Research limitations/implications – The limitations are that the research focused on managers' perceptions of the applicability of strategies, rather than the actual success of strategies examined. Research into the effectiveness of actual behaviours would possibly require more in-depth examination of case studies.

Practical implications – The research suggests that the stakeholder strategy matrix may provide some guidance as to how managers deal with stakeholders. However, it also suggests that managers may be implicitly applying influencing abilities to groups irrespective of their “true” influencing ability. In this case managers are in fact ignoring valuable information when deciding how to interact with stakeholders and therefore possibly using less effective strategies to interact with stakeholders.

Originality/value – The research is unique as it looks at determining whether different types of strategies for dealing with stakeholders are perceived to be more or less effective. This therefore seeks to make stakeholder theory more strategic and applicable in a broader set of contexts. As such the paper would be of interest to managers seeking to understand better how to deal with stakeholders and to theorists seeking to understand better how stakeholder theory impacts on organisational outcomes.

Strategic competence : to soar above

Purpose – The purpose of this paper is to discuss the case for change at Deakin University Library and the change process adopted, and to explore organisational competences and the structural and strategic outcomes achieved. The Library's change process was driven by university strategic priorities and financial exigencies.

Design/methodology/approach – Change management theory is drawn on to illustrate that the change process adopted is influenced by the state of the organisation and the state of urgency. Four steps are outlined that encapsulate the process developed by the Library. These four steps draw on a book by Kotter and Rathberger, Our Iceberg Is Melting. The concept of strategic organisational competences as proposed by Thomson and Cole is adopted.

Findings – The case study demonstrates the need to take a structural and strategic view of the organisation when developing new models of service and ways of operating. An organisation needs to develop the capacity to manage both continuous and discontinuous change. The change process has delivered improvements to the Library's strategic and functional capabilities, as well as sustainable cost savings. Client satisfaction surveys indicate the quality of service provision has not diminished.

Originality/value – The paper proposes a change process that may suit other organisations. It advocates a simple conceptualisation of the process that will aid communication with key stakeholders. Further, to achieve the desired strategic and structural outcomes, it is critical to assess the strategic competence of the organisation.

Child labour and supply chain : profitability or (mis)management

Purpose – The purpose of this paper is to provide a realistic assessment, with an historical perspective, of the current practises and progress made by organisations towards elimination of child labour in global supply chains.

Design/methodology/approach – Literature review in the area of use of child labour within the global supply chain was combined with additional information obtained from the company searches of the GRI database, company ranking tables, and other sources.

Findings – Child labour is one of a number of areas of concern in global supply chains. Continued exploitation of child labour indicates an imbalanced state and consequently forces can be unleashed through standardization, collaboration and communication amongst all stakeholders to ensure protection of the vulnerable. This paper is part of the broader analysis informing incremental changes to supply chain management to preserve the rights and welfare of children in the present and future generations. Research/limitations/implications – The analysis is based on secondary data sources and further research is thus needed to verify the individual weightings of the criteria used in the primary ranking of the companies.

Practical implications – The findings provide encouragement for policy and decision makers to implement incremental changes to global supply chains in order to protect the rights and welfare of children, according to the standards of Social Accountability (SA) 8000, the International Labour Organisation (ILO), and other world trade stakeholders.

Originality/value – This paper questions the view that child labour incidences have diminished proportional to economic development. A swinging fulcrum with hidden traps for developed and developing nations in light of cross border transactions through supply chains has been proposed.

The world wide web in modern marketing's contribution to organisational performance

Purpose – The purpose of this paper is to provide a better understanding of the antecedents of organisational performance (OP), both financial and marketing, and the influence of holding a strategic market orientation (MO) where customer-base volatility is taken into account.

Design/methodology/approach – A sample of 167 marketing organisations in Australia was surveyed to test the hypothesised model. Structural equation modelling was employed in the data analysis.

Findings – Use of the world wide web (Web) reported by organisations in this study indicates that there is still separate use of the Web and that it has yet to be fully integrated into the marketing strategy of many organisations. The study finds that traditional marketing effort mediates the relationship between holding a MO and OP in terms of financial indicators.

Research limitations/implications – A major limitation of this study is that it surveys organisations from many industries rather than selected industries. This tends to mask some of the possible outcomes.

Practical implications – The findings in this study suggest that traditional and online elements of marketing effort each mediate the influence of holding a MO on OP, but differently. Innovation culture is found to influence both marketing practice and marketing performance, directly. A single measure of environmental turbulence – customer-base turbulence or churn – negatively affects marketing performance, and ultimately financial performance.

Originality/value – A major contribution of this study is the examination of use of the Web in marketing effort and how this usage influences financial and marketing performance.

Global branding and strategic CSR : an overview of three types of complexity

Purpose – There is general agreement that global brands should ensure that they incorporate social responsibility. To do this properly, organisations must understand what it means to be socially responsible and how they can leverage their actions. The paper proposes consideration of three distinct areas: the range of social responsibility issues, what the organisations actually do and how to leverage those corporate social responsibility (CSR) actions. This paper seeks to conceptually develop these three areas of complexity – Issue, Organisational and Communication – as it is only after organisations understand these three areas that they can effectively leverage socially responsible activities in their brands.

Design/methodology/approach – This research undertakes a review and synthesis of the academic, practitioner and industry literature examining CSR and the brand, addressing the three areas of complexity – issue, organisational and communication.

Findings – The research finds that within these three areas of complexity there are a number of sub-issues that must be addressed if CSR is to be strategically integrated into a global brand. This includes sub-issues associated with social issue complexity (identification, heterogeneity, measurement, and interpretation); organizational complexity (overall corporate brand, multiple products and brands, functional activities, and supply chain); and communication complexity (intensity of action/positioning, communicating action, types of programs utilised, and integration issues.) It thus provides an agenda for future research.

Research limitations/implications – There is limited academic literature examining how global organisations incorporate CSR activities into their brand and the research proposes the issues that need to be considered when integrating CSR into branding strategy. Future research needs to be undertaken to explore the internal processes that global firms use to develop their CSR positioning strategies and some research propositions for future research are proposed. Additionally further exploration of each of the issues (and sub-issues) identified in this paper is warranted, and some suggestions are made for this.

Practical implications – The results of this study show that developing a CSR leveraged brand in a consistent way that is salient to all stakeholders is no simple task for global organisations. By considering the three areas of complexity developed here organisations will be able to better understand and align their activities in line with CSR related issues. Being global means that organisations will likely need to ensure they address the highest set of global expectations, as any lower level may be criticised as being less than appropriate.

Originality/value – The paper develops the sub-issues of issue, organisational and communication complexity associated with global brands' CSR activities. This strategic perspective goes beyond focusing on the tactical activities undertaken or the philosophical issue of whether CSR should be undertaken. The work therefore allows global organisations to look at CSR more strategically as a branding issue.

The effects of clustered data on standard error estimates in covariance structure analysis : a field data application

Purpose – The purpose of this article is to present an empirical analysis of complex sample data with regard to the biasing effect of non-independence of observations on standard error parameter estimates. Using field data structured in the form of repeated measurements it is to be shown, in a two-factor confirmatory factor analysis model, how the bias in SE can be derived when the non-independence is ignored.

Design/methodology/approach – Three estimation procedures are compared: normal asymptotic theory (maximum likelihood); non-parametric standard error estimation (naïve bootstrap); and sandwich (robust covariance matrix) estimation (pseudo-maximum likelihood).

Findings – The study reveals that, when using either normal asymptotic theory or non-parametric standard error estimation, the SE bias produced by the non-independence of observations can be noteworthy.

Research limitations/implications – Considering the methodological constraints in employing field data, the three analyses examined must be interpreted independently and as a result taxonomic generalisations are limited. However, the study still provides “case study” evidence suggesting the existence of the relationship between non-independence of observations and standard error bias estimates.

Originality/value – Given the increasing popularity of structural equation models in the social sciences and in particular in the marketing discipline, the paper provides a theoretical and practical insight into how to treat repeated measures and clustered data in general, adding to previous methodological research. Some conclusions and suggestions for researchers who make use of partial least squares modelling are also drawn.

Implementation, communication and the benefits of corporate codes of ethics in Taiwan and Turkey : a comparison across contexts

Purpose – The purpose of this paper is to examine the corporate codes of ethics (CCE) that are put in place by companies in Taiwan and Turkey.

Design/methodology/approach – This study examines the use of CCE among the top companies in Taiwan and Turkey. It is a replication of a study performed in Australia, Canada and Sweden and a follow-up study.

Findings – The empirical findings show many similarities with top companies in Australia, Canada and Sweden, but more importantly identify key differences distinctly unique to each of the two countries under investigation. Statistical analysis suggests that the implementation, communication and benefits of CCE are paramount to Turkish companies operating in a domestic environment where the aspiration to participate globally and join the European Union is high, whereas in Taiwan it is low in favor of more traditional business practices (similar to the Chinese concept of guanxi) that focus on individual relationships in favor of formalized regulatory frameworks (such as CCE).

Originality/value – This study makes a complementary contribution to the accumulated knowledge in the area of CCE, particularly given the cultural and historical differences these countries possess in comparison to each other and those previously studied and documented in the literature.

Socio-demographic constraints to travel behavior

Purpose – This study aims to ascertain the effect of socio-demographic constraints on dimension of travel choice. This study also seeks to derive personal ecological explanations for variation in travel preference, travel intention and travel choice behavior of a wide range of destinations.

Design/methodology/approach – A large representative sample of 49,105 Australian respondents is utilized. Binary logistic regression is used to determine the impact of constraint variables.

Findings – Age, income and life stage have significant differential and interactive effects on travel behavior. Socio-demographic variables act in different ways to constrain/free different types of travel behavior. However there are significant levels of travel by even the most constrained groups as well as significant amounts of non-travel by the least constrained sectors of our society. These impacts are country specific.

Research limitations/implications – The travel motivations of constraint groups need to be considered to order better understand travel behavior. Investigation of psychological and ecological facilitators and constraints to travel is needed.

Practical implications – This information is most useful for market segmentation and the development of constraint group destination marketing plans. Managers can use utilize such results to minimize the barriers to travel by particular groups.

Originality/value – This paper utilizes a large database to provide insights into the personal ecological constraints to travel.

Characterization of conducting polymer coated fabrics at microwave frequencies

Purpose – The purpose of this paper is to investigate microwave reflection, transmission, and complex permittivity of p-toluene-2-sulfonic acid doped conducting polypyrrole coated nylon-lycra textiles in the 1-18?GHz frequency with a view to potential applications in the interaction of electromagnetic radiation with such coated fabrics.

Design/methodology/approach – The chemical polymerization of pyrrole is achieved by an oxidant, ferric chloride and doped with p-toluene sulfonic acid (pTSA) to enhance the conductivity and improve stability. Permittivity of the conducting textile substrates is performed using a free space transmission method accompanied by a mathematical diffraction reduction method.

Findings – The real part of permittivity increases with polymerization time and dopant concentration, reaching a plateau at certain dopant concentration and polymerization time. The imaginary part of permittivity shows a frequency dependent change throughout the test range. All the samples have higher values of absorption than reflection. The total electromagnetic shielding effectiveness exceeds 80 percent for the highly pTSA doped samples coated for 3?h.

Originality/value – A non-contact, non-destructive free space method thin flexible specimens to be tested with high accuracy across large frequency range. The non-destructive nature of the experiments enables investigation of the stability of the microwave transmission, reflection, absorption and complex permittivity values. Moreover, mathematical removal of the diffraction enables higher accuracy.

Money laundering control and suppression of financing of terrorism : some thoughts on the impact of customer due diligence measures on financial exclusion

Purpose – The purpose of this paper is to explore the relationship between anti-money laundering (“AML”) and combating of financing of terrorism (“CFT”) customer due diligence (“CDD”) measures in the financial services industry, and exclusion from financial services.
Design/methodology/approach – An introduction to the concept of financial exclusion is provided as well as an overview of international AML/CFT CDD standards. The paper highlights a softening of national CDD measures in South Africa and the UK to lessen the impact on financial exclusion.
Findings – Countries should consider the impact that CDD requirements may have on financial exclusion when they design their AML/CFT systems.
Research limitations/implications – Multi-discilinary research is required to improve the understanding of the broader interaction between AML/CFT objectives, financial exclusion and economic development, especially in countries with a large informal economy.
Practical implications – CDD requirements may unnecessarily exacerbate financial exclusion if they are not formulated with care to reflect the reality of the particular country setting.
Originality/value – The paper offers insights into the international standards resulting to the identification of clients and the experiences in the UK and South Africa regarding the implementation of these standards on financial exclusion.

The assessment of formal management development : a method, a baseline and the need to incorporate learning styles

Purpose – To assess the impact of a course on the development of management competencies for students over the duration of the course, by examining changes in the competencies of the students. The potential impact of student learning styles was also examined in the study.

Design/methodology/approach – A “Pre, Post, Then” design and a combination of paired sample t-tests, and alpha and beta change statistics were used to examine the change in competencies over time.

Findings – This study found that even a standard subject design had a significant and substantial impact on the management competence development of the students.

Practical implications – From the perspective of students-as-products, the base line provided here allows for the testing of alternative designs of educational systems, whereby alternative designs have to prove a benefit above and beyond that of a basic teaching system. Therefore, the present study should assist the field of management development to create a range of design options.

Originality/value – This study applies a powerful and under-utilised research method to provide a base line of the amount of management development that can occur in a typical formal management course, but is unique in that it includes the impact of the students’ learning styles.