There are several limitations to this study and <strong>the</strong>re<strong>for</strong>e potential future research directions. First, <strong>the</strong> interactioneffects <strong>of</strong> failure severity and brand reputation on coping strategies were examined using only one service industry(airlines). As such generalization <strong>of</strong> this research should be handled with caution. The, future research shouldbroaden <strong>the</strong> understanding <strong>of</strong> failure severity and brand reputation by investigating <strong>the</strong>ir effects in o<strong>the</strong>r servicecategories. Secondly, we have used single service experience scenarios to manipulate failure conditions and brandreputation. Future studies could fur<strong>the</strong>r validate our study by using multiple service failure scenarios. Thirdly, ourstudy examines <strong>the</strong> direct effect and interaction effect <strong>of</strong> failure severity and brand reputation on <strong>the</strong> copingstrategies warranting fur<strong>the</strong>r research into <strong>the</strong> underlying process <strong>of</strong> using <strong>the</strong>se strategies. Future research canexamine how emotions, post failure mediate <strong>the</strong> relationship between interaction <strong>of</strong> severity and brand reputationand coping strategies. Finally, our study stops at <strong>the</strong> various coping strategies used by <strong>the</strong> customers. Hence futureresearch could fur<strong>the</strong>r investigate how <strong>the</strong> coping strategies eventually shape <strong>the</strong> outcome behaviour <strong>of</strong> <strong>the</strong>customers.ReferencesBitner, M. J. (1990). Evaluating service encounters: The effects <strong>of</strong> physical surroundings and employee responses.The Journal <strong>of</strong> Marketing, 54(2), 69-82.Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects <strong>of</strong> distributive, procedural, and interactional justice onpostcomplaint behavior. Journal <strong>of</strong> Retailing, 73(2), 185-210.Bodey, K., & Grace, D. (2006). Segmenting service ―complainers‖ and ―non-complainers‖ on <strong>the</strong> basis <strong>of</strong> consumercharacteristics. Journal <strong>of</strong> Services Marketing, 20(3), 178-187.Carver, C. S., Scheier, M. F., & Weintraub, J. K. (1989). Assessing coping strategies: A <strong>the</strong>oretically basedapproach. Journal <strong>of</strong> Personality and Social Psychology, 56(2), 267.Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate <strong>the</strong> effects <strong>of</strong> perceived justice on loyalty in servicerecovery situations: An empirical study. Journal <strong>of</strong> Business Research, 58(5), 664-673.Choi, S., & Mattila, A. S. (2008). Perceived controllability and service expectations: Influences on customerreactions following service failure. Journal <strong>of</strong> Business Research, 61(1), 24-30.Cronin Jr, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling per<strong>for</strong>mance-based andperceptions-minus-expectations measurement <strong>of</strong> service quality. The Journal <strong>of</strong> Marketing, 58(1), 125-131.Dalal, R, S., & Bonaccio , , S. (2010). What types <strong>of</strong> advice do decision-makers prefer. Organizational Behavior andHuman Decision Processes, 112 (1), 11–23.de Matos, C. A., Rossi, C. A. V., Veiga, R. T., & Vieira, V. A. (2009). Consumer reaction to service failure andrecovery: The moderating role <strong>of</strong> attitude toward complaining. Journal <strong>of</strong> Services Marketing, 23(7), 462-475.Del Rio, A. B., Vazquez, R., & Iglesias, V. (2001). The effects <strong>of</strong> brand associations on consumer response. Journal<strong>of</strong> Consumer Marketing, 18(5), 410-425.DeWitt, T., Nguyen, D. T., & Marshall, R. (2008). Exploring customer loyalty following service recovery. Journal<strong>of</strong> Service Research, 10(3), 269-281.
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
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DiscussionThe key insights from the
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eturn on marketing investment. Reta
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What is Proximity marketing?Proximi
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Conjoint AnalysisFor identifying di
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Government service/ retail organiza
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Local franchisees too prefer the re
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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- Page 308 and 309: Cova, B., & Pace, S. (2006). Brand
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- Page 314 and 315: Team-branding, thus, becomes an imp
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QuickTime and adecompressorare need
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There are some limitations inherent
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SERQUAL Scale‖, Journal of Retail
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capabilities for stakeholder engage
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arrived at a consensus. Independent
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different levels of government to p
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NGOs and CBOs. In addition, the cor
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the information generated at each l
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A nation‘s capacity embodies the
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―…there is a lot of good work b
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manifested in many forms. Following
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Grindle, M. 1996. Challenging the S
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impacts of message concreteness in
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2004; Lee, Keller, and Sternthal 20
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Second, to examine the manipulation
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The message concreteness manipulati
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instructions) to different kinds of
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Processing: Review and Extensions,
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May, 2012a. Lillian L. Cheng, Cheng
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senses from experiences. It is a ba
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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QuickTime and adecompressorare need
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
Change language