Traditional product differentiation occurs when consumers are offered something that isrelevant and of perceived value. In contrast, some empirical evidence suggests success isachievable by offering a feature that has ambiguous value or revealed to be of meaninglessvalue. Previous assessments of...

This paper outlines several approaches used to construct measures of willingness to pay (WTP) for product attributes. We argue that measures based on consumer nomination require an unrealistic task and/or inconsistent with most revealed preference data. Compensating Variation, based on MNL model...

Many marketing communication strategies focus on the physical consequences of accidents tochange young and inexperienced drivers? management of risk and to curb theiroverrepresentation in fatalities. To assess this approach, we consider a framework of risk withtwo elements (uncertainty and...

This paper examines how difficulty in evaluation affects the role of features in consumer choice. Hsee?s (1996) work on evaluability of attributes suggests that hard-to-evaluate features become more (less) important in joint (separate) evaluation tasks where other feature levels are (not)...

Data from a cross-industry sample suggest that innovation in marketing partnershipsis driven by a 'chain of innovation' comprising partnership creativity, partnershiplearning and partnership knowledge stock. This chain, in turn, is influenced byfactors related to individuals and group dynamics...

We advance a conceptual model that describes the mental mathematicsby which customers compute their level of service satisfaction, incorporating threeconstructs: expected service consequences, perceived service consequencesand perceived service value. The model integrates prospect theory,...

The impact of service direction, service training and staff behaviours on perceptions ofservice delivery are examined. The impact of managerial behaviour in the form of internalmarket orientation (IMO) on the attitudes of frontline staff towards the firm and itsconsequent influence on their...

A number of studies from a management perspective distinguish various types and levels of learning. The extent to which actual management decisions take into account such frameworks and lead to innovative services is limited. Increasingly, organisations address these issues by employing system...

This paper examines relationship quality as a multidimensional metaconstruct comprising three dimensions; satisfaction, trust and commitment. The role of relationship quality in its nomological network with service orientation as an antecedent construct and consumers' positive behavioural...

This study has important implications for marketing theory and practice. In an era of turbulent market environments, the organisational ability to sense and seize market opportunities and to reconfigure the resource base accordingly, has significant effects on performance. This paper uses a...