Current models of quality in the marketing discipline tend to have a producer orientation. Influences on quality outside the control of the firm, such as consumer perceptions or needs, are only addressed in a rudimentary manner. While quality is acknowledged as being determined by the consumer and akin to an attitude, ironically, literature on quality is not well grounded in relevant theory from psychology and related disciplines.
This thesis presents an exploration of quality and its meaning within the context of assessing scholarly marketing articles. The objective of the study is to develop a new consumer- oriented model of quality to enhance understanding of the construct, enabling marketers to better influence consumers� assessment of quality.
The academic marketplace involves articulate and experienced producers, channel members and consumers. An investigation of quality within the context of marketing�s scholarly articles therefore provides rich material for refining the quality construct. The first stage of the research addressed two research questions related to scholarly articles: RQ1: What intrinsic factors (article attributes) influence quality assessments? RQ2: What extrinsic factors (external to the article) influence quality assessments?
The components of quality in scholarly articles were drawn from several sources: literature sources; journal editorial policies; key informant interviews; and analysis of the content and editorial boards of the top journals. Overall, results suggested a connection between consumers� assessments of quality and factors such as their belief structures, reference group norms, and consumption context.
The empirical findings led to further investigation through literature analysis. Theories from psychology helped to explain the interplay of beliefs, attitudes and perceptions in quality assessments and suggest consumer characteristics (such as the rigidity of mental sets, or novelty seeking behaviour) that influence that interplay.
On a theoretical level, the new quality model integrates theories of psychology with product-oriented aspects providing a multifaceted view of the quality construct. This is achieved by using the Theory of Planned Behaviour as the central framework, providing a robust depiction of quality assessment from a consumer perspective. Elements of quality from managerial models, such as product attributes and company image, are found to fit logically into the new structure. The new model also reveals connections with the philosophy and sociology of science and provides an enhanced understanding of the workings of academia and the dissemination of scholarly knowledge.
There has previously been no comprehensive study of quality in academic articles, therefore on a practical level the model of quality supports authors in producing improved manuscripts, thus enabling faster review and dissemination of research within the discipline. Further research to refine and test the model is recommended.
| Identifer | oai:union.ndltd.org:ADTP/217756 |
| Date | January 2007 |
| Creators | Rosenstreich, Daniela, n/a |
| Publisher | University of Otago. Department of Marketing |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | http://policy01.otago.ac.nz/policies/FMPro?-db=policies.fm&-format=viewpolicy.html&-lay=viewpolicy&-sortfield=Title&Type=Academic&-recid=33025&-find), Copyright Daniela Rosenstreich |
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