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

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That servicescape can be utilized strategically in order to convey the right brand and corporateimage to the service customers, and harnessed as a source of competitive advantage, is an issuethat is equally recognized in developed as well as developing economies. The degree ofinvestments and thoughts that went in servicescape design of retail banking is a testament to that.Our study reveals that there appears to be a directional difference in the way servicescape designis evolving in developing countries in contrast to the developed countries. Our cross nationalcomparative study of servicescape design of retail banking in Bangladesh and Singapore clearlydelineates that.While in developed countries well designed servicescape and well planned service atmosphericsare standard essentials for the retail banks, this is not so for the developing country. Considerablevalue addition in terms of customer loyalty, attention and inspiration as well as experiential valuecan still be generated through well designed servicescapes. In this case global design andinternational design is clearly connoted to high quality and advanced service qualities by the retailbanking consumers (as evinced in the Bangladesh case). In Singapore there is an attempt to makethe servicescape different by ―localization‖ or bringing in elements from other strands ofconsumer interest and activities (such as retail and café). Whilst in Bangladesh sharpening theglobal image in terms of designing and arranging all the elements of the servicescape (such asatmospherics, employees and their uniforms, décor and branding) seems to contribute to thepower, prestige and ability of the bank.The cultural issue and traditional history of the service sector in question (that is how evolved theparticular sector is in a given country) is certainly areas that contribute to the servicescapeperception of customers. In future further research on culture, semiosis and historical dimensionof the service sector in question may result in valuable insights on servicescape literature asservicescape studies gain more and more credence in the canon of Services Marketing discipline.ReferencesAhmed, A. (2011). Potential for Progress Opportunities for Economic Growth in BangladeshHarvard International Review Fall 28-31.Anon (2011). Bangladesh Country Report. New York Political Risk Services 52.
Bahar, H. (2009). Finnacial Liberalization and Reforms in Bangladesh National Workshop onStrengthening the Response to the Global Financial Crisis in Asia-Pacific: The Role of Monetary,Fiscal and External Debt Policies. Thimpu, Bhutan UNESCAP/UNDP/Royal Monetary Authorityof Bhutan.Bartholmé, R. H., & Melewar, T. C. (2009). Adding new dimensions to corporate identitymanagement and corporate communication: exploring the sensory perspective. MarketingReview, 9(2), 155-169. doi:10.1362/146934709X442683Bedi, M. (2010). AN INTEGRATED FRAMEWORK FOR SERVICE QUALITY, CUSTOMERSATISFACTION AND BEHAVIORAL RESPONSES IN INDIAN BANKING INDUSTRY-- ACOMPARISON OF PUBLIC AND PRIVATE SECTOR BANKS. Journal Of Services Research,10(1), 157-172.Ezeh, C., Harris, C.L. (2007). "Servicescape Research: a review and a research agenda." TheMarketing Review 7(1): 59-78.Harmon, T. R. (2005). The Meaning Behind Marketing: Semiotic-Oriented Research inMarketing and Consumer Research The Future of Marketing's Past Long Beach, CaliforniaCHARMHenderson, P. W., Cote, J.A. (1998). "Guidelines for Selecting or Modifying Logos." Journal ofMarketing Communications 62(2): 14-30.Hightower, R. (2010). "COMMENTARY ON CONCEPTUALIZING THE SERVICESCAPECONSTRUCTION IN 'A STUDY OF THE SERVICE ENCOUNTER IN EIGHTCOUNTRIES." Marketing Management Journal 20(14): 76-86.Hoffman , K. D., Turley, L.W. (2002). "Atmospherics, Service Encounters and ConsumerDecision Making: An Integrative Perspective " Journal of Marketing Theory and Practice 10(3):33-47.Hutton, J. D., Richardson, L.D. (1995). "Healthscapes: The Role of the Facility and PhysicalEnvironment on Consumer Attitudes, Satisfaction and Quality Assessments, and Behaviours "Health Care Management Review 20(2): 48-61.International Monetary Fund, Washington, D.C. (2011, September). World Economic OutlookSlowing Growth, Rising Risks. Retrieved fromhttp://www.imf.org/external/pubs/ft/weo/2011/02/index.htmJahiruddin, A., Haque, R (2009). "Bank Selection Criteria of Retail Customers in Bangladesh: AStudy on Khulna City." Journal of Business and Management 15(2).Keilor, B. D., M. Hult, G. Tomas., Kandemir, D (2004). "A study of service enconter in eightcountries " Journal of International Marketing 12(1).Lowery, J. (1970). Bank Interiors and the Individual. Banking, 62(9), 49.
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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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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Gladden, J.M. and Funk, D.C. (2002)
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Impact of Sensory Branding on Consu
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were selected by the consumers with
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Reaction to Advertisements and Bran
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„service‟ as ―an act or perfo
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proposed attributes that customers
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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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Page 352 and 353: A nation‘s capacity embodies the
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Page 356 and 357: manifested in many forms. Following
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Page 360 and 361: impacts of message concreteness in
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Page 372 and 373: May, 2012a. Lillian L. Cheng, Cheng
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Page 378 and 379: IntroductionRetail banking is an es
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Page 382 and 383: specific aspects of service environ
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Page 392 and 393: Several observational visits were p
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