Dynamic Effects of Loyalty Rewards for Contractual CustomersJul 25, 2016 Lena Steinhoff, Eric (Er) Fang, Robert W. Palmatier, and Kui Wang, 2016, 16-121
What is the most effective means to deliver loyalty rewards to contractual customers? This study examines how three loyalty reward levers—value, timing, and targeting—affect customers' contract expansion and retention in the telecommunications industry.
The Impact of Buying “Fit” Products on Customer Learning and Profitability in Multichannel SettingsJul 22, 2016 Chun-wei Chang, Jonathan Z. Zhang, and Scott A. Neslin, 2016, 16-120
In multichannel environments, marketing communications can enhance customer learning about products with high quality and preference uncertainty, helping move them toward a more profitable "trusting" state.
The Dark Side of Mobile Channel Expansion StrategiesJul 21, 2016 Ju-Yeon Lee, Mengzhou Zhuang, Irina V. Kozlenkova, and Eric (Er) Fang, 2016, 16-119
Expanding to a mobile channel can have adverse effects on sales performance and stock return, but marketers can take steps to mitigate.
Friends or Foes: Social Influence, Online Social Networks, and News ConsumptionJul 15, 2016 Catarina Sismeiro and Ammara Mahmood, 2016, 16-118
Does social network activity displace or promote traffic to, and engagement with, online news sites?
Customer Participation in Services: Domain, Scope, and BoundariesJul 14, 2016 Beibei Dong and K. Sivakumar , 2016, 16-117
Study synthesizes research and proposes a framework to help managers understand how customer participation activities may influence, enhance, or even endanger customer experience.