Archives: Literature


Abstract: Purpose – The purpose of this paper is to present and discuss a conceptual model of purchase intentions, trust, and e-servicescape that presents online physical environments as comprising three dimensions. It aims to develop and extend existing research into physical service environments through proposing, operationalizing, and testing a model of online servicescape. Design/methodology/approach – The study utilizes a survey approach to gather data regarding consumers' perceptions of online servicescape. Surveys were administered to 257 respondents regarding a broad range of web sites. Findings – A measure of e-servicescape is evaluated that comprises three dimensions and 52 items while relationships between the dimensions of e-servicescape, trust, and purchase intentions are described. Research limitations/implications – The first contribution of this study stems from the successful operationalization of a comprehensive multi-item (in total 52 items), multi-scale (nine scales), multi-dimensional (three) measure of e-servicescape. Second, a contribution is made through the finding that trust constitutes a key variable during online exchange. Third, we contribute insights into the antecedents of consumers' purchase intentions. Finally, the study reveals that consumers' interpretations of online environments exert a powerful influence over trust and purchase intentions. Originality/value – The findings of this study also have numerous implications for both services managers and internet developers. The findings supply valuable insights into which factors practitioners should focus their attention to better tailor their approaches. This study strongly endorses the view that the loyalty intentions of online customers are linked to the extent to which they trust the service provider.


looks at e-servicescapes
Reading time <1 min
Abstract: A typology of service organizations is presented and a conceptual framework is advanced for the impact of physical surroundings on the behaviors of both customers and employees. The ability of the physical surroundings to facilitate achievement of orhanizational as well as marketing is explored. Literature from diverse disciplines theoretical grounding for the framework , which serves as a base for focussed propositions. By examining the multiple strategic roles that physical surroundings can exert in service organizations, the author highlights key managerial and research implications.


Defines the servicescape
Reading time <1 min
Abstract: We propose and test a parsimonious and comprehensive two-level framework for industrial goods pricing which allows for multiple pricing strategies for a single product. We identify a reduced set of cost, product and information conditions determining which strategy type (new product, competitive, product line,cost-based) is optimal. We further identify a set of unique determinants under which a given principal strategy within each type is optimal. For example, the competitive pricing strategy type (leader, parity or low cost supplier) should be used in the later stages of the product life cycle. Leader pricing should be used by firms with high market share whereas parity pricing should be used by firms with high costs....


Useful categorisation of pricing strategies.
Reading time <1 min
Abstract: The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the criticism on the 4P’s emanating from five “traditional” marketing areas - Consumer Marketing, Relationship Marketing, Services Marketing, Retail Marketing, Industrial Marketing - and the emerging field of Electronic Marketing. The paper identifies two main limitations of the Marketing Mix as management tool, common in all examined domains, namely the model’s internal orientation and lack of personalisation. It also identifies several area-specific limitations and underlines the need for further research on the issue. The weaknesses identified in the study seem to support the frequently expressed suggestion that marketing scholars should focus their efforts in formulating the conceptual foundations and marketing methodologies that better address the needs of today’s and tomorrow’s marketer.


Great summary of the different types of extensions/replacements of the 4P Marketing Mix that have been proposed including the original authors rationales.
Reading time <1 min