Feeling Economically Stuck Increases Variety SeekingAug 19, 2016 Sunyee Yoon and Hyeongmin Christian Kim, 2016, 16-124
This research highlights the important role that perceived economic mobility and economic status jointly play in consumer decision making.
The Impact of Referral Coupons on Customer Behavior and Firm Revenues: Evidence from Field ExperimentsAug 5, 2016 Raghuram Iyengar and Young-Hoon Park, 2016, 16-123
Inspired by the success of referral campaigns in the service industry, retailers have begun offering coupons redeemable by target customers and their friends. How well do they work? The evidence is surprising.
Understanding Frontline Problem-solving Dynamics Using Video Recordings of Service Failure InteractionsAug 1, 2016 Jagdip Singh, Detelina Marinova, and Sunil Singh, 2016, 16-122
After a service failure, customers value frontline employees' problem-solving work, whatever the outcome. Empathy, on the other hand, can be unhelpful.
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.