Research Outputs
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Publication Metadata only A global brand management roadmap(Elsevier, 2012) Batra, Rajeev; Chattopadhyay, Amitava; ter Hofstede, Frenkel; Department of Business Administration; Tunalı, Ayşegül Özsomer; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108158N/APublication Open Access A longitudinal analysis of customer satisfaction and share of wallet: investigating the moderating effect of customer characteristics(American Marketing Association (AMA), 2007) Cooil, B.; Keiningham, T. L.; Hsu, M.; Department of Business Administration; Aksoy, Lerzan; Faculty Member; Department of Business Administration; College of Administrative Sciences and EconomicsCustomer loyalty is an important strategic objective for all managers. Research has investigated the relationship between custom̀er satisfaction and loyalty in various contexts. However, these predominantly cross-sectional studies have focused on customer retention as the primary measure of loyalty. There has been little investigation into the impact on share of wallet. Using data from the Canadian banking industry, this research aims to (1) provide the first longitudinal examination of the impact of changes in customer satisfaction on changes in share of wallet and (2) determine the moderating effects of customer age, income, education, expertise, and length of relationship. Data from 4319 households using 12,249 observations over a five-year period indicate a positive relationship between changes in satisfaction and share of wallet. In particular, the initial satisfaction level and the conditional percentile of change in satisfaction significantly correspond to changes in share of wallet. Two variables, income and length of the relationship, negatively moderate this relationship. Other demographic and situational characteristics have no impact.Publication Open Access A longitudinal examination of net promoter and firm revenue growth(American Marketing Association (AMA), 2007) Keiningham, Timothy L.; Cooil, Bruce; Andreassen, Tor Wallin; Department of Business Administration; Aksoy, Lerzan; Faculty Member; Department of Business Administration; College of Administrative Sciences and EconomicsManagers have widely embraced and adopted the Net Promoter metric, which noted loyalty consultant Frederick Reichheld advocates as the single most reliable indicator of firm growth compared with other loyalty metrics, such as customer satisfaction and retention. Recently, however, there has been considerable debate about whether this metric is truly superior. This article (1) employs longitudinal data from 21 firms and 15,500-plus interviews from the Norwegian Customer Satisfaction Barometer to replicate the analyses used in Net Promoter research and (2) compares Reichheld and colleagues' findings with the American Customer Satisfaction Index. Using industries Reichheld cites as exemplars of Net Promoter, the research fails to replicate his assertions regarding the "clear superiority" of Net Promoter compared with other measures in those industries.Publication Metadata only A near-optimal order-based inventory allocation rule in an assemble-to-order system and its applications to resource allocation problems(Springer, 2005) Xu, Susan Hong; Department of Business Administration; Akçay, Yalçın; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 51400Assemble-to-order (ATO) manufacturing strategy has taken over the more traditional make-to-stock (MTS) strategy in many high-tech firms. ATO strategy has enabled these firms to deliver customized demand timely and to benefit from risk pooling due to component commonality. However, multi-component, multi-product ATO systems pose challenging inventory management problems. In this chapter, we study the component allocation problem given a specific replenishment policy and realized customer demands. We model the problem as a general multidimensional knapsack problem (MDKP) and propose the primal effective capacity heuristic (PECH) as an effective and simple approximate solution procedure for this NP-hard problem. Although the heuristic is primarily designed for the component allocation problem in an ATO system, we suggest that it is a general solution method for a wide range of resource allocation problems. We demonstrate the effectiveness of the heuristic through an extensive computational study which covers problems from the literature as well as randomly generated instances of the general and 0-1 MDKP. In our study, we compare the performance of the heuristic with other approximate solution procedures from the ATO system and integer programming literature.Publication Metadata only A resource-based model of market learning in the subsidiary: the capabilities of exploration and exploitation(Sage Publications Inc, 2003) N/A; Department of Business Administration; Department of Business Administration; Tunalı, Ayşegül Özsomer; Gençtürk, Esra; Faculty Member; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; College of Administrative Sciences and Economics; 108158; 107322The literature reflects remarkably little effort to develop a framework for understanding market learning at subsidiaries Of multinational corporations. This article develops a model that incorporates exploratory and exploitative learning as two capabilities that need to be effectively nurtured and managed in subsidiaries. The authors integrate the organizational-learning and resource-based view of the firm; present field interviews with managers; and Propose that resources derived from the parent, the subsidiary, and the parent-subsidiary relationships are related to the creation of new knowledge and the use of existing knowledge in subsidiaries. The authors develop research propositions that capture the differential impacts of each learning capability on subsidiary performance. It is suggested that the turbulence of subsidiary markets moderates the strength of the relationships between market-learning capabilities and performance.Publication Metadata only A review of consumer embarrassment as a public and private emotion(John Wiley and Sons Ltd, 2019) Krishna, Aradhna; Herd, Kelly B.; Department of Business Administration; Aydınoğlu, Nilüfer Zümrüt; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 114037Whether the result of mispronouncing a fancy brand name, miscalculating a tip, purchasing a sensitive product, or stumbling into a product display, embarrassment is an important part of the consumer landscape. Embarrassment has traditionally been considered a social emotion, one that can only be experienced in public. In this paper, we offer a comprehensive review of consumer embarrassment and consider situations in which embarrassment can affect consumer behavior in both public and private contexts. We define embarrassment using this broader conceptualization and outline the transgressions that might trigger embarrassment in consumption contexts. We also discuss the diverse implications of embarrassment for consumer behavior, and review the strategies that both consumers and practitioners can use to mitigate embarrassment and its negative consequences. We hope this framework will stimulate new research on consumer embarrassment in both public and private contexts.Publication Open Access A transaction utility approach for bidding in second-price auctions(Elsevier, 2020) Akçay, Yalçın; Department of Business Administration; Sayman, Serdar; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 112222In both the Vickrey and eBay auctions, bidding the reservation price is the optimal strategy within the conventional utility framework. However, in practice, buyers tend to bid less than their reservation prices, and bid multiple times, thus increase their bids, in the course of an auction. In this paper, we show that both underbidding and multiple bidding behaviors can be consistent with utility maximization, if buyer's utility incorporates a transaction utility (reference price dependent) component. Transaction utility is based on the difference between the buyer's reference price and actual price paid; it captures the perceived value of the deal. More specifically, we show that the optimal bid is lower than the reservation price, but higher than the reference price. Furthermore, buyer may re-bid (above the prior optimal level) if the reference price is revised upon observing a higher current price.Publication Metadata only Actual purchase as a proxy for share of wallet(Sage Publications Inc, 2005) Perkins-Munn, Tiffany; Keiningham, Timothy; Estrin, Deborah; Department of Business Administration; Aksoy, Lerzan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; N/AShare of wallet is a concept that is growing in popularity among satisfaction researchers. There is no empirical research, however, examining the relationship between satisfaction, retention, and share of wallet. This is largely the result of the inherent difficulty collecting true share of wallet information in most business categories. If the impact of satisfaction on share of wallet is the same as satisfaction on retention, then managers can simply substitute more easily obtainable retention data. Therefore, this research examines the appropriateness of using actual purchase as a proxy for the more difficult to attain share of wallet in two distinct industries, Class 8 trucks and pharmaceuticals. The findings indicate that the top performance attributes in terms of predictive ability are the same and in the same order for each outcome, suggesting that for some firms, actual purchase may represent an acceptable proxy for share of wallet when deriving opportunities for service improvement.Publication Metadata only An empirical investigation of the relationship between task integration, effort allocation, control and governance mode of foreign operations(Amer Marketing Assoc, 2000) Department of Business Administration; N/A; Gençtürk, Esra; Faculty Member; N/A; Department of Business Administration; College of Administrative Sciences and Economics; N/A; 107322; N/AControl of foreign marketing activities is a serious challenge for marketing managers involving both gaining control over independent distributors as well as the division of control between home and foreign office managers. Existing research has mostly assumed that high equity modes provide greater control for the organization compared to the use of nonequity modes. In this study, we suggest that home office control of marketing tasks is influenced not only by entry mode but also by task characteristics. More specifically, this study provides a preliminary empirical assessment of how home office control of marketing tasks in foreign markets varies over alternative modes of entry, different marketing tasks performed, and in relation to different levels of home office managerial time and effort dedicated to monitoring such tasks.Publication Metadata only Are 1-endings the new 9-endings? an alternative for generating price discount perceptions(Elsevier Sci Ltd, 2022) Dogerlioglu-Demir, Kivilcim; Akpinar, Ezgi; Kocas, Cenk; Department of Business Administration; Canlı, Zeynep Gürhan; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 16135Although extant literature confirms the efficacy of 9-endings, how consumers perceive multi-digit prices with repeating identical ending digits such as $1999 is less clear. Research indicates that consumers tend to truncate 9-ending prices and associate them with discounts. Five experiments demonstrate, however, that consumers are likely to perceive multi-digit prices with 1-endings (e.g., $2111) as being more on a discount than prices with 9 endings (e.g., $1999). Moreover, a year-long field study shows that 1-ending (vs. 9-ending) prices receive more click-through rates when presented in online ads. These novel findings inform retailers on how they can generate higher discount perceptions by using 1-endings rather than 9-endings in multi-digit prices.