Index of Paper Presentations for the Parallel Sessions - Academy of ...

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Reaction to Advertisements and Brands‖, Journal of Advertising, 29 (3), 43-54.Kristina Maiksteniene, V. A. (2008). Manufacturer and Retailer Brand Acceptance under Different Levels ofPurchase Involvement. Engineering Economics, Commerce of Engineering Decisions, 56 (1).Lindstrom, M. (2005). Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. FreePress.Malhotra N., Dash S., Marketing Research: An Applied Orientation. PearsonMiniard, P. W., Obermiller, C., Page, T. J. (1982). Predicting behavior with intentions: a comparison of conditionalversus direct measures. In A. Mitchell (Ed.), Advances in consumer research (pp. 461–464). Ann Arbor: Associationfor Consumer Research.Miniard, P. W., Obermiller, C., Page, T. J. (1983). A further assessment of measurement influences on the intention–behaviour relationship. Journal of Marketing Research, 20 (1), 206–212.Mittal, B. (1989). Measuring Purchase-Decision. Psychology & Marketing , 6 (1), 147-162.Mittal, B. (1995). A Comparative Analysis of Four Scales of Involvement . Psychology & Marketing , 12 (1) , 147-162.Morwitz, V. G., Steckel, J., Gupta, A. (2007). When do purchase intentions predict sales? International Journal ofForecasting, 23 (1), 347–364.Portas, K. B. (2008). The power of emotions - influence of multisensory marketing strategies. ESOMAR, LatinAmerican Conference, Mexico City.Sengupta (2011), India: Country Pulse, Euromonitor International.Vaidyanathan R. , Aggarval P. (2001). Use of Internal Reference Prices for Deal Evaluation: Decision Structure andRole of Involvement. Marketing Management Journal, 11 (2), 108-12.Warshaw, P. R. (1980). Predicting purchase and other behaviors from general and contextually specific intentions.Journal of Marketing Research, 17 (1), 26–33.Genuario, L. (2007, March). Sensory Packaging: Branding That Makes Sense(S). Brandpackaging, 4-10.Bell, S. (2007, Autumn). Future sense: defining brands through scent. Market Leader, 60-62.
EXPLORING A NEW DIMENSION OF CUSTOMER SERVICE AND ITS IMPACT ON SALESGROWTH AND LOYALTYProf. Krishna K. Havaldar1Prof. Jacob Alexander2Prof. Mihir Dash3Introduction“Forget about the sales you hope to make and concentrate on the service you want to render.”-Harry BullisToday's customers are becoming harder to please. They are smarter, more demanding and less forgiving. Thechallenge for any marketer is to make these customers delighted, and delivering superior quality products andservices is an essential ingredient to achieve this.Superior customer service drives customer satisfaction and loyalty. Satisfied customers tend to stay longer with thecompany and spread positive word-of-mouth to other customers, while dissatisfied customers tend to leave theorganization and further damage the image of the company through negative word-of-mouth. Customer service isone of the critical touch points that need to be taken care of to increase the level of customer satisfaction. Inparticular, the complaint handling mechanism is a crucial component of superior customer service, reinstatingcustomer confidence in the event of complaint. This enhances customer satisfaction and loyalty towards thecompany.The Oxford Dictionary defines „service‟ as an assistance or benefit given to someone. Kotler (2002) refers to
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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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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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Page 280 and 281: Main effects of brand reputationRes
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Page 286 and 287: There are several limitations to th
Page 288 and 289: Smith, A. K., Bolton, R. N., & Wagn
Page 290 and 291: QuickTime and adecompressorare need
Page 294 and 295: Brand Communities on Social Network
Page 296 and 297: The social networking site revoluti
Page 298 and 299: strategy due to its impact brand tr
Page 308 and 309: Cova, B., & Pace, S. (2006). Brand
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Page 312 and 313: (www.gallup.com) in mid 2009, it wa
Page 314 and 315: Team-branding, thus, becomes an imp
Page 316 and 317: students. These items were measured
Page 322 and 323: Gladden, J.M. and Funk, D.C. (2002)
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Page 330 and 331: „service‟ as ―an act or perfo
Page 332 and 333: proposed attributes that customers
Page 338 and 339: There are some limitations inherent
Page 340 and 341: SERQUAL Scale‖, Journal of Retail
Page 342 and 343: capabilities for stakeholder engage
Page 344 and 345: arrived at a consensus. Independent
Page 346 and 347: different levels of government to p
Page 348 and 349: NGOs and CBOs. In addition, the cor
Page 350 and 351: the information generated at each l
Page 352 and 353: A nation‘s capacity embodies the
Page 354 and 355: ―…there is a lot of good work b
Page 356 and 357: manifested in many forms. Following
Page 358 and 359: Grindle, M. 1996. Challenging the S
Page 360 and 361: impacts of message concreteness in
Page 362 and 363: 2004; Lee, Keller, and Sternthal 20
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Page 366 and 367: The message concreteness manipulati
Page 368 and 369: instructions) to different kinds of
Page 370 and 371: Processing: Review and Extensions,
Page 372 and 373: May, 2012a. Lillian L. Cheng, Cheng
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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
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