21 November 2013
This dissertation investigates choice scenarios where consumer preference is a non-linear function of determinant product attributes. Chapter One reviews the extant literature, identifies a number of research questions, develops a conceptual framework, and creates a propositional inventory; a central aspect of the conceptual framework is a proposed typology consisting of a two (mechanism: attribute tradeoff or target-attribute matching) by two (attributes: single or multiple) classification scheme. Two empirical essays test the conceptual model in a single attribute context (Chapter Two) and a multi-attribute context (Chapter Three). The purpose of the dissertation is to advance our understanding of the cognitive mechanisms that are responsible for various types of preference parabolas and to identify the factors that affect these quadratic functions.
16 June 2005
The theme of this thesis for Master of Management of public health-care is of significant importance. Health care is considered to be a priority sphere in many states with pharmaceutics constituting a ground for a secure society. Increase of funding for health care demonstrates continual endeavors of Lithuanian Government to guarantee the best health care for Lithuanian people as well as affordable medication and the latest science achievements applicable in the course of medical treatment. Aim of the study: to determine the expansion opportunities of X pharmacy network. Objectives : 1. To assess drugs market in Lithuania. 2. To explore the main suppliers of drugs and changes in drugs market. 3. To evaluate competitive state of X pharmacy network and to discuss the prospects. Methods – on the basis of five forces model of M. Porter, the outer and inner situation of the pharmacy network have been analyzed as well as the statistical data, reports and sources of information, both Lithuanian and foreign. Rezults: 1.Medication market in Lithuania is subject to constant annual rise. Pharmacy market is being increasingly quickly filled, the amount of producers and drugs is getting optimal to the needs of the market. In 2004, retail marked constituted 1,188 billion Litas with an increase in 14,10 per cent in comparison with year 2003 (1,05 billion Litas). In 2003, expenditure from Obligatory Health Insurance Foundation amounted to 360 million Litas, in 2004, it amounted to almost... [to full text]
31 May 2006
The aspects of the formation of strategies in the work of Siauliai College are analysed in the Master’s Paper. The process of strategy development in education institution is analysed in the paper on purpose to determine the main problems and obstacles in the development of strategies. The main objective of the paper is to show how the strategy of an organisation is chosen in consideration of its possibilities, advantages and disadvantages. The main tasks of the paper are to research the present state of the chosen organisation, forecast its state in the nearest future, and after the investigation of the variety of strategies and consideration of the results of the research to choose the most suitable strategies. The work is carried out using the analysis of scientific literature, analytical review of the statistical information on the question, the analysis of the documents of the organisation. Full-scale research of internal and external environment was carried out, the most suitable strategies were chosen. The conclusion of the research and suggestions are presented in the final part of the paper. I suppose that this paper can be useful to the leadership of Siauliai College for the development of strategies.
The Effects of Employee Service Quality Provision and Customer Personality Traits on Customer Participation, Satisfaction, and Repurchase IntentionsJohn, Jeannie Denise 12 November 2003 (has links)
This research investigates customer-employee interaction during service encounters, and whether the relationships between customer personality traits and quality of the employees service delivery will impact the customers participation, satisfaction, and repurchase intentions. Consumer personality is differentiated in terms of the self-monitoring (Snyder 1987) and locus of control (Rotter 1966) traits. Service quality provision is manipulated in terms of technical versus functional quality inputs, and whether these inputs are provided in a positive (i.e., good/superior) or negative (i.e., bad/poor) manner. These manipulations yield four combinations of service quality inputs: 1) positive technical and functional quality inputs; 2) positive technical, but negative functional quality inputs; 3) negative technical, but positive functional quality inputs; or 4) negative technical and functional quality inputs. It was hypothesized that the effect of service quality inputs upon customer participation, satisfaction and behavioral intentions will interact with individual differences. In particular, customers with high self-monitoring personality styles will prefer to participate most actively in situations where the service providers inputs are strongly differentiated in terms of positive functional quality, rather than technical quality. In contrast, customers with internal locus of control personality styles will prefer to participate most actively in situations where the service providers inputs are strongly differentiated in terms of positive technical quality, rather than functional quality. Moreover, customers will evaluate these encounters concomitantly. Thus, it was hypothesized that customer participation can have both positive and negative outcomes depending on the psychological style of the customer and on the type of service quality inputs. The study results indicate that components of technical and functional quality inputs into the service creation and delivery, and personality trait differences, can have varying impacts upon the overall service quality evaluations of customers, their generalized satisfaction with service encounters, and their repurchase intentions. This dissertation consists of the following sections: first, a gap in the literature is exposed that suggests a potential area of contribution; second, the conceptual framework for the study is provided; third, the study design is presented along with the results of the empirical research, and finally, the conclusions and managerial and research implications are discussed.
07 April 2004
Past research on consumer perceptions related to Low Price Guarantees (LPG) have primarily investigated effects of LPG on consumer search intentions, their perception of offer value and their purchase intentions. The present research had two major objectives: (i) to study the probable effect of LPG on consumers' intentions to search after the purchase and the boundary conditions of such effects; (ii) to study probable consequences of default of an LPG, that is, postpurchase discovery of lower prices in the marketplace despite promise to the contrary. It was shown that while LPG is likely to discourage prepurchase search it might encourage postpurchase search, subject to the level of penalty and consumer value and price consciousness. With respect to an LPG default, factors such as the location of the default ("within store" versus "between store"), the size of the default (the difference between the paid price and the later discovered lower price) and the time of the default (the period of time that elapsed between purchase and discovery of a lower price) are important and their effects on such consumer perceptions as attitude toward the retailer, perceived retailer credibility and repurchase intention were investigated subject to suitable boundary conditions. Two experiments were conducted to test proposed hypotheses. Theoretical and managerial contributions of the findings are discussed and suggestions for possible future research are provided.
What Irritates Consumers? An Empirical Examination of the Antecedents and Consequences of Consumer IrritationThota, Sweta Chaturvedi 05 April 2004 (has links)
This dissertation develops a model of consumer irritation in the context of consumer decision-making. Thus, the purpose is to describe and empirically test a model of the antecedents and consequences of consumer irritation. The model incorporates antecedents, moderators and consequences of irritation. It is suggested that irritation in consumers has a direct as well as an indirect influence, through retention of irritation in consumers, on the outcome variables such as attitude towards the advertised brand, and intentions to engage in negative word of mouth (NWOM) behavior. The central aim of this dissertation is to extend our understanding of the irritation construct beyond the earlier studies. In this regard, this dissertation makes several contributions in developing our understanding of consumer irritation in the context of consumer decision-making. First, the dissertation proposes a model of consumer irritation and identifies information characteristics used in marketing communication as antecedents of consumer irritation and the rationale behind the elicitation of irritation in consumers upon exposure to such information. Specifically, it is posited that information relevancy influences consumer irritation and that this effect is moderated by information expectancy. Second, the dissertation posits that consumers need to evaluate will moderate their responses to information that varies in expectancy and relevancy. Third, the dissertation examines whether irritation mediates the effects of information expectancy and relevancy on consumers attitudes toward the brand and intentions to engage in NWOM behavior. Finally, it examines how retention of irritation and information (after short and long delays) in consumers mediates the effect of incongruent information on consumers attitude towards the advertised brand and intentions to engage in NWOM behavior. Thus, the model posits that irritation has a direct effect on the outcome variables of consumer attitudes and intentions to engage in NWOM behavior and that this effect is mediated through consumers retention of their irritation.
Service Recovery and the Elusive Paradox: An Examination of the Effects of Magnitude of Service Failure, Service Failure Responsiveness, Service Guarantee and Additional Recovery Effort on Service Recovery OutcomesKerr, Anthony Hugh 16 April 2004 (has links)
Service failure and recovery remain critical issues for both academicians and marketing practitioners. Defined as a service providers response to a failed service, service recovery can mean the difference between a firms success and failure, for increasing customer retention and limiting customer defection are integral components of organizational growth and profitability. The purpose of this dissertation was two-fold: (1) to test the effects of magnitude of service failure, service failure responsiveness, and the presence of a service guarantee on customer satisfaction levels and other service recovery outcomes (Study 1); and (2) to test the effects of additional recovery effort and magnitude of service failure on customer satisfaction levels and other service recovery outcomes (Study 2). Additional objectives of Study 2 included examining the data for evidence of two posited phenomena: (1) the plateau effect, characterized by a leveling off effect in regard to the effects on the dependent variables as service failure recovery increases, and (2) the service recovery paradox effect, evidenced by increasing levels of satisfaction and repurchase intentions as recovery remuneration increases, to the point that levels of these criterion variables are higher among those experiencing a service failure compared to those who did not experience a service failure. The results indicated several findings. Magnitude of service failure had a very strong individual and moderating influence on all outcome variables. Service failure responsiveness can have positive effects on these outcome variables, but only under the condition of a low level of magnitude of service failure. Service guarantee was found to have little effect on service outcomes. Evidence was present to indicate that a plateau effect occurs as recovery remuneration increases, and very little support was found to support the contention that the recovery paradox effect should be present as recovery remuneration increases. This research has made a contribution to the study of service failure and recovery. It is hoped that there will be continued interest in examining additional constructs, trying different methodologies, and studying new effects in this field of marketing research.
09 June 2004
Research on partitioned pricing suggests that separating the surcharges from the base price of the advertised product may lead to a more favorable effect on consumers' evaluation of the offer compared to a combined presentation of the base price and the surcharge. In this dissertation we propose that partitioned price presentation may not always result in positive outcomes vis-à-vis combined presentation of prices. We propose that consumers' need for cognition and the perceived reasonableness of the surcharge are likely to influence their evaluation of partitioned versus combined prices. Based on cue diagnosticity, Persuasion Knowledge Model, and Characterization-Correction Model we develop process models of how consumers with differing need for cognitions evaluate partitioned and combined price information under reasonable and unreasonable surcharge conditions. The proposed hypotheses are tested across three studies, each consisting of two experiments. The three studies use different products and services and manipulate perceived reasonableness of surcharges in three different ways. The results of the first two studies provide support for the proposed hypotheses. The third study was designed to replicate the findings of the first two studies, examine the process models as well as measure the respondents' attitude toward the retailer under reasonable and unreasonable surcharge conditions. The results show strong support for the hypotheses and demonstrate that for high need for cognition individuals partitioned pricing leads to a higher perception of value of the offer and a higher willingness to purchase compared to combined pricing when the surcharges are perceived to be reasonable. These effects of partitioned pricing are completely reversed for high need for cognition individuals when the surcharge is perceived to be unreasonable. Low need for cognition individuals did not respond differently to the two pricing strategies.
Regret from Consumer Action Versus Inaction: The Effects of Post-Decision Information, Decisional Responsibility and Perceived Source ExpertiseDas, Neel 06 July 2004 (has links)
This dissertation proposes to examine regret arising from action versus inaction in consumer decision-making contexts. Although there has been extensive research in the area of regret, no extant literature in marketing has been found that has investigated the nature of regret arising from inaction, specifically in stockout conditions. The first study defines the concept of decisional action and inaction as the key sources of the regret emotion. Specifically, regret arising from inaction (and action) is investigated under sub-optimal and optimal conditions. Subsequently, circumstances are identified when inaction-driven levels of regret are likely to be higher than levels of action-driven regret and vice versa. It is posited that greater regret from action (than inaction) is likely to be experienced when there is a confirmation of the sub-optimal condition. Whereas, greater regret from inaction (than action) is likely to be experienced when there is a positive disconfirmation of sub-optimal condition. In the optimal conditions, greater regret is likely to be experienced from inaction when there is a confirmation of prior information. While negative disconfirmation of optimal conditions will probably lead to greater regret from action, and positive disconfirmation is likely to lead to greater regret from inaction. The intensity of regret due to inaction (versus action) is therefore proposed to be a function of the nature of confirmation/disconfirmation of prior information. The second study proposes that regret experienced due to action versus inaction is function of the type of decision, the perceived expertise of the source of information, and responsibility attributed for the decision. The subsequent behavioral intentions of switching and complaining are also examined. It is posited that when the responsibility for the decision is based on one's own volition and a negative outcome ensues, one is likely to experience regret regardless of the perceived expertise of the source of information. However, when the decision is made based on the recommendation of the salesperson the differential in regret experienced is likely to be a function of the perceived expertise of the source of information and type of decision. Furthermore, contrary to findings from previous research on regret, it is hypothesized that regret has an effect on complaint intention.
Rodrigue, Christina Simmers
06 April 2006
The decreased dependency of marketing managers on traditional message forms (i.e., commercials) has increased the use of nontraditional message forms (i.e., product placement) in marketing communication. These newer message forms are unique because their persuasive intent is concealed by the presentation method and, therefore, may be processed differently than the traditional message forms. Consequently, this paper examines three major issues that arise out of the integration of nontraditional message forms into marketing communication, including (1) incorporating nontraditional message forms into the traditional persuasion literature, (2) introducing a new persuasion element (termed masking of persuasive intent) and its role in the persuasion process, and (3) the inclusion of resistance to persuasion as a related outcome when including nontraditional approaches in a persuasion model. Message form (masking of persuasive intent) is proposed to serve as both an antecedent to processing and as a moderator of the persuasion model. Two models are generated based on the extant persuasion literature to test the model. The generalized model tests masking of persuasive intent as an antecedent and the message form-specific models test the moderating effect of message form. Findings confirm that the operation of the traditional persuasion model does not change with the addition of masking of persuasive intent and resistance to persuasion. However, masking of persuasive intent was found to act as an antecedent in the model, influencing processing style. Higher levels of masking of persuasive intent (product placement) involve more affective processing relative to cognitive processing. Product placement is an effective persuasion technique, but it is losing its uniqueness because of its widespread use. Although product placement is not as impactful as predicted, this research demonstrates that masking of persuasive intent does affect processing style, which ultimately impacts attitude change. In conclusion, both the traditional and nontraditional message forms can be used effectively to deliver a persuasive message. Product placement has the same benefits as the commercial, but may capture a larger number of people watching the program than commercials, which people may choose not to watch.
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