Research Outputs
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Publication 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 Restricted Bundle pricing in two-stage supply chains(Koç University, 2018) Gökgür, Burak; Karabatı, Selçuk; 0000-0001-6976-5405; Koç University Graduate School of Business; Operations Management and Information Systems; 38819Publication Open Access Captive but mobile: privacy concerns and remedies for the mobile environment(Taylor _ Francis, 2013) Popescu, Mihaela; Department of Media and Visual Arts; Baruh, Lemi; Faculty Member; Department of Media and Visual Arts; College of Social Sciences and Humanities; 36113We use the legal framework of captive audience to examine the FTC’s 2012 privacy guidelines as applied to mobile marketing. We define captive audiences as audiences without functional opt-out mechanisms to avoid situations of coercive communication. By analyzing the current mobile marketing ecosystem, we show that the FTC’s privacy guidelines inspired by the Canadian “privacy by design” paradigm fall short of protecting consumers against invasive mobile marketing in at least three respects: (a) the guidelines ignore how, in the context of data monopolies, the combination of location and personal history data threatens autonomy of choice; (b) the guidelines focus exclusively on user control over data sharing, while ignoring control over communicative interaction; (c) the reliance on market mechanisms to produce improved privacy policies may actually increase opt-out costs for consumers. We conclude by discussing two concrete proposals for improvement: a “home mode” for mobile privacy and target-specific privacy contract negotiation.Publication Restricted Dynamic upselling and pricing with promotional product(Koç University, 2008) Tangüner, Ferda; Örmeci, Lerzan; Karaesmen, Zeynep Akşin; 0000-0003-3575-8674; 0000-0002-8892-9601; Koç University Graduate School of Sciences and Engineering; Industrial Engineering; 32863; 4534Publication Restricted Estimation of price elasticity and optimal pricing decisions for an omni-channel retailer(Koç University, 2019) Tellal, Sefa Canberk; Karaesmen, Fikri; Kök, Abdullah Gürhan; 0000-0003-3851-6232; 0000-0002-3279-9780; Koç University Graduate School of Sciences and Engineering; Industrial Engineering; 3579; 108423Publication Restricted Forecasting simulated retail demand using statistical and data mining techniques(Koç University, 2007) Tunçelli, Ayşe Gül; Ali, Özden Gür; Sayın, Serpil; 0000-0002-9409-4532; 0000-0002-3672-0769; Koç University Graduate School of Sciences and Engineering; Industrial Engineering; 57780; 6755Publication Open Access Looming losses in future time perception(American Marketing Association (AMA), 2010) LeBoeuf, Robyn A.; Department of Business Administration; Department of Business Administration; Bilgin, Baler; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 108641It is proposed that a future time interval's perceived length will be affected by whether the interval ends with a gain or loss. Confirming this, several experiments indicate that consumers perceive intervals ending with losses as shorter than equivalent intervals ending with gains. The authors explore the mechanisms underlying these effects, and they identify several parallels between the current effects and loss aversion. The authors further show that these changes in time perception influence consumption decisions, and they consider the implications of the findings for theories of time perception and intertemporal choice.Publication Restricted Marketing essays on complex organizational forms and risk(Koç University, 2017) Yılmaz, Tuba; Wuyts, Stefan; 0000-0002-3454-2698; Koç University Graduate School of Business; Business AdministrationPublication Open Access Positioning of store brands(The Institute for Operations Research and the Management Sciences (INFORMS), 2002) Hoch, Stephen J.; Raju, Jagmohan S.; Department of Business Administration; Sayman, Serdar; Faculty Member; Department of Business Administration; College of Administrative Sciences and Economics; 112222We examine the retailer’s store brand positioning problem. Our game-theoretic model helps us identify a set of conditions under which the optimal strategy for the retailer is to position the store brand as close as possible to the stronger national brand. In three empirical studies, we examined whether market data are consistent with some of the implications of our model. In the first study, using observational data from two US supermarket chains, we found that store brands are more likely to target stronger national brands. Our second study estimated cross-price effects in 19 product categories, and found that only in categories with high-quality store brands, store brand and the leading national brand compete more intensely with each other than with the secondary national brand. In a third product perception study, we found that although explicit targeting by store brands influenced consumer perceptions of physical similarity, it had no influence on consumers’ perceptions of overall or product quality similarity. While it appears that retailers do follow a positioning strategy consistent with our model, it changes buying behavior in the intended fashion only if the store brand offers quality comparable to the leading national brands.