Marketing Models
Detailed Course Outline and Reading List

Strategy, Especially Services - January 29


Readings

Historical Perspectives

Text Chapter 2: Brand Choice Models by Gary J. Russell.

 

Theory-Based Models of Customers’ Usage of Services       

                       

Anderson, Eugene W., Claes Fornell, and Roland T. Rust (1997), "Customer satisfaction, productivity, and profitability: Differences between goods and services." Marketing Science 16 (2) 129-145.

 

Bolton, Ruth N. (1998), “A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction.” Marketing Science, 17 (1), 45-65.  [In Summer 2005, the Editor reported that this article has largest number of total cites of all articles published in Marketing Science in the last ten years, 1995-2005).]

 

Bolton, Ruth N. and Katherine N. Lemon (1999), “A Dynamic Model of Customers’ Usage of Services: Usage as An Antecedent and Consequence of Satisfaction,” (with Katherine N. Lemon). Journal of Marketing Research, 36 (2), 171-86. Finalist for 2004 William F. O’Dell Award.

Verhoef, Peter C. (2003), "Understanding the effect of customer relationship management efforts on customer retention and customer share development." Journal of Marketing 67 (4),30-45. Sheth Foundation / Journal of Marketing Award (2012).

Discussion
Questions
  1. This week has focused on theory-based models of customer behavior (repeat purchase, usage, share) with respect to services.  Select a customer behavior with respect to services (i.e., a focal dependent variable) that has not been studied extensively(e.g., information sharing with employees or other service providers, recommendations, co-production  participation in extended hedonic services). How would you develop a theory-based model?  What are some useful explanatory theoretical constructs?  What are the challenges of developing and testing your model empirically?

  2. Service quality is the most widely studied construct in the services literature. (Marketers have typically studied perceptions of service quality whereas operations researchers have studied objective measures of service quality.)  Are there still fertile areas for exploration?  If so, what are they? Describe your ideas for how you would extend the services quality literature (e.g., by linking service quality to other important constructs).

  3. There is a vast stream of literature that is often ignored by services researchers, consisting of articles that focus on a single industry (e.g., transportation, telecommunications), or articles based in other disciplines. How would you employ a multi-disciplinary approach to studying a services industry (e.g., information services, medical services)?  Why does this industry interest you? What constructs would you study? What theories could you draw upon to generate new intellectual insights regarding this industry and/or its participants (customers, firms, employees, or other stakeholders)?

Reminder: You must meet with me before Friday January 29 to discuss your Two-Page Memo and turn it in by Monday February 1, 9am