Conference Sessions - Jesse H. Jones Graduate School of ...

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SC14 2 - Analyzing the Dynamics of Satisfaction, Recommendation and Customer Acquisition Henning Kreis, Freie Universität Berlin, Alte Schönhauser Str. 29, Berlin, 10119, Germany, henning.kreis@fu-berlin.de, Till Dannewald It is often argued, that positive word-of-mouth communication, as a result of customer satisfaction, can help companies to keep up their sales; gain new customers and expand market share (e.g. v.Wangenheim and Bayon 2007). Empirical evidence, however, is still scant regarding the relationship and effectiveness of satisfaction, positive word-of-mouth in increasing customer acquisition over time (e.g., Godes and Mayzlin 2004). In this research, we estimate a model that captures the dynamic relationships among customer acquisition, recommendations, and customer satisfaction on the basis of longitudinal data. Unlike most other recent studies (e.g. Trusov et al. 2009) which are concentrating on analyzing such effects in online settings, we focus on durables (cars), using monthly data of an evaluation period of more than seven years. Therefore our first contribution lays in the linkage of satisfaction with and recommendation of durables to real purchase behavior. Because of the endogeneity among the variables in focus, we apply vector autoregressive modeling techniques with which we also account for possible time trends in the data. This approach allows us to contribute to the literature by incorporating both direct effects as well as indirect effects of recommendation and satisfaction (e.g., satisfaction increases positive word-of-mouth activity, which in turn drives customer acquisition). We use the estimated coefficients to simulate the net impact of customer satisfaction and recommendation on customer acquisition, by setting up the corresponding impulse response functions. Herewith we are able to quantify short-term as well as long-term effects of recommendation and satisfaction and to estimate carryover effects for different types of recommendation in our dataset. MARKETING SCIENCE CONFERENCE – 2011 92 3 - Exploring the Components of Marketing Process Capability & Confirming its Relationship w/Performance Sohyoun Shin, Visiting Assistant Professor, Eastern Washington University, 668 N. Riverpoint Blvd., Spokane, WA, United States of America, synthiashin@gmail.com In strategic marketing literatures, marketing capability is considered to be an essential driver of business performance. However, this critical construct has seldom been measured through an integrative set of scales. As Day (1994) have argued that capabilities and organizational processes are closely entwined because it is the capability that enables the activities in business processes to be carried out, marketing capability should be examined as a set of processes. The author suggests ‘Marketing Process Capability (MPC)’ as a linear succession of five steps in two subsets: ‘Outside- In Process Capability (OIPC)’ and ‘Inside-Out Process Capability (IOPC).’ OIPC contains capability of market-sensing and market information management, and IOPC explains marketing program planning, execution, and auditing capability. It is an applied version of comprehensive understanding of ‘architectural capability’ proposed by Vorhies and Morgan (2005). Both OIPC and IOPC have been proven to have a strong impact on firm performance including CS, market efficiency and profitability. The research was carefully designed and completed as following. First, an exploratory qualitative study was conducted to understand how the practitioners define and think ‘capability in marketing area to create customer value.’ This question was generated from the previous study and 42 practitioners from various functions participated in this qualitative survey. 2nd qualitative study was carried with 7 marketing professionals to confirm the results from the 1st study. 3rd study was conducted with 6 academic experts to consolidate the components of MPC through further discussions. Lastly, an empirical study was followed to verify the relationship between MPC and FP with 141 companies.
A Agarwal, Nipun SB14 Alexandrov, Alexei SB13 Algesheimer, Rene FA04 B Barrot, Christian SB02 Basalingappa, Anita SA15 Basar, Berna TD10 Bendle, Neil FD14 Berger, Jonah FC07 Biehn, Neil TA14 Billore, Aditya FA03 Bloch, Katrin SB06 Bonfrer, Andre SA04 Borah, Abishek SA02 Borle, Sharad SC03 Braun, Michael TC07 Bushey, Erik SB07 C Cai, Gangshu SB01 Campbell, Merle TC08 Casas-Romeo, AgustÌ FB12 Chakravarty, Anindita FD08 Chan, Kimmy Wa TD07 Cheng, Ming TD12 Choi, S. Chan TD06 Choodamani, Roopa FB04 Cohen, Michael TA05 Cui, Anna S. TD08 D Dehmamy, Keyvan TA04 Diels, Jana TA10 Dimitriu, Radu FB15 Dong, Songting FD10 E Elberse, Anita TA03 Ellickson, Paul FC08 F Feit, Elea McDonnell FA12 G Gangwar, Manish FA09 Garber, Larry TD11 Gauri, Dinesh TA09 Ghose, Anindya TB07 Gu, Zheyin (Jane) FA01 Gupta, Sudheer FA06 H Haenlein, Michael TB03 Henderson, Ty TC09 Herzenstein, Michal FA13 Hess, James FB11 Hibshoosh, Aharon FC09 Hoffman, Donna L. SB03 Horsky, Dan SA01 Hu, Yansong SA10 I Israel, Duraipandian SB11 J Jalali, Nima FC15 Jamal, Zainab TC15 Jedidi, Kamel FC14 Joshi, Yogesh FC12 K Kang, Wooseong FA05 Kang, Yeong Seon SB04 Kehal, Mounir SA12 Khwaja, Ahmed FA08, FB08 Kim, Ho TB11 Kim, Jungki FD09 Kim, Tae-kyun SA09 Konus, Umut TD09 Kornish, Laura TC02 Kunter, Marcus FA14 L Lajos, Joseph SA06 Lambrecht, Anja TC14 Lee, Hyeong-Tak SC13 Lee, Janghyuk FA15, FD02 Lee, Julie FA10 Lehmann, Don TA01, TB01 Lenk, Peter J. TA07 Libai, Barak TB03 Lilien, Gary FA07 Lin, Chen TD03 Lin, Yuanfang SA05 Lourenco, Carlos FC13 Lu, Steven FC11 Luo, Xueming TA13, TB13, TC13, TD13 93 M Mahapatra, Sabita TC11 Mak, Vincent TC06 Mallucci, Paola FD01 Mantrala, Murali SA13 Mathur, Sameer SB09 McWilliams, Bruce FB09 Mizik, Natalie FD08 Montgomery, Alan FD03 Mora, Jose-Domingo SA11 N Nair, Harikesh FD13 Narayanan, Sridhar TC04 Nolte, Ingmar FD12 Norton, David FC10 O Orhun, A. Yesim TA06, TB06 P Papies, Dominik SC07 Pazgal, Amit FD07 Pisharodi, R. Mohan FB14 Poncin, Ingrid FB03 Pradhan, Debasis FA11 R Rajamani, Nithya SC04 Rangaswamy, Arvind FA07 Ratchford, Mark TC05 Romero, Jaime FC06 Rooderkerk, Robert TB10 Rubel, Olivier SA08 S Salisbury, Linda Court TD01 Sarkar, Soumya SA14 Schlereth, Christian FC01 Schwartz, Eric TA11, TB02 Selove, Matthew FC05 Shang, Yi-Yun TC10 Shin, Sohyoun SC14 Shin, Woochoel SC02 Shulman, Jeffrey D. FB05 Sinitsyn, Maxim TD14 Sisodiya, Sanjay TA08 Soch, Harmeen TD15 Sood, Ashish FA02 Sorell, Michael FB13 Sotgiu, Francesca TB09 Spann, Martin TD04 Session Chair Index Srinivasan, Raji FC02 Srinivasan, Shuba TA02 Stephen, Andrew FC07 Stern, Philip SB10 Stuettgen, Peter TC01 Sudhir, K. FA08, FB08 Sultan, Fareena SC09 Syam, Niladri FD05 T Tan, Tom Fangyun SA07 Toker-Yildiz, Kamer FB01 Trauzettel, Volker FD06 Tripathi, Manish FB02 Tucker, Catherine SB08 U Umesh, U.N. TC12 Urban, Glen FB07 V Valentini, Sara FB06 van der Lans, Ralf FB10 van Heerde, Harald TD02 Velu, Chander TB08 Vernik, Dinah TD05 Villas-Boas, J. Miguel FC03 Voleti, Sudhir TB04 W Wagner, Ralf SB06 Walker, Doug SC06 Wang, Jiana-Fu FD15 Wang, Wenbo FC04 Wieringa, Jaap SB10 Worm, Stefan TB12 Wu, Ruhai SB05 Y Yang, Jun TC03 Yoganarasimhan, Hema FD11 Z Zerres, Alfred TA15 Zhang, Jie SA03 Zhang, Jonathan TB14 Zhang, Kaifu SC01 Zhao, Yi FD04 Zheng, Li TB05 Zheng, Xiaoying TA12 Zubcsek, Peter Pal SB15
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