International Journal of Market Research最新文献_第5页

Net promoter score and future consumer behavior in the casino gaming industry 赌场博彩业净推广人得分与未来消费者行为

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-08-31 DOI: 10.1177/14707853231198777

Sanghee Kim, Thomas S Gruca

{"title":"Net promoter score and future consumer behavior in the casino gaming industry","authors":"Sanghee Kim, Thomas S Gruca","doi":"10.1177/14707853231198777","DOIUrl":"https://doi.org/10.1177/14707853231198777","url":null,"abstract":"The Net Promoter Score (NPS) is a widely used measure of customer loyalty. It was touted as “the one number you need to grow” due to a purported relationship between the NPS and firm growth. A number of academic papers have examined this macro relationship with decidedly mixed results. In this study, we focus on the micro relationship between a customer’s loyalty segment (Promoter, Passive, or Detractor) and purchasing behavior. While other studies focus on the relationship between a customer’s NPS segment and word of mouth (the other driver of firm growth), only a few have examined the impact of the NPS segment on consumer retention and future spending. Unlike prior studies using consumers, we have objective measures of retention, past spending, and future spending. We explore three important research questions: (1) Does past purchase behavior vary differ across the NPS segments? (2) Does future consumer behavior vary across the NPS segments? And (3) How do the NPS segments compare to other metrics in predicting future consumer behavior? Our data comes from post-visit surveys and transaction histories from the casino gaming industry. We find Promoters have significantly higher levels of past spending, retention, and future spending (controlling for past spending) than Detractors. However, using other metrics such as satisfaction or likelihood-to-revisit provides comparable fit to the data. Furthermore, the average difference in future spending between the Promoters and Defectors is small, despite its statistical significance. While this study provides empirical validation of the use of the NPS segments to capture differences in consumer behavior, managers have options with comparable explanatory power to measure the state of their relationships with customers. This study adds to the very limited empirical research that validates the assumptions about consumer behavior that underlie the use of the NPS for predicting firm growth.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47226363","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The net promoter score: What should managers know? 净推广人得分：管理者应该知道什么？

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-08-24 DOI: 10.1177/14707853231195003

J. Dawes

{"title":"The net promoter score: What should managers know?","authors":"J. Dawes","doi":"10.1177/14707853231195003","DOIUrl":"https://doi.org/10.1177/14707853231195003","url":null,"abstract":"The Net Promoter Score (NPS) is a popular management tool that is used in a variety of ways by firms, not-for-profits, and government. This study firstly provides an overview of the various ways in which the NPS is used. It then canvasses four concerns raised by researchers, authors and commentators about the NPS. These relate to (1) its presumed link to business growth, (2) the assumption that low NPS scores indicate negative word of mouth, (3) the weak association between stated likelihood to recommend and actual recommending, and (4) the claim that NPS is a superior metric to customer satisfaction. The evidence pertaining to those concerns is examined. The study then discusses another problem with the NPS that many practitioners are aware of, but has not been studied. The problem is that the counting method used to calculate the NPS introduces additional variation in scores compared to mean average likelihood-to-recommend scores. This additional variation occurs both across brands in a study, as well as for the same brand over survey waves. This variation is likely to be difficult for market research providers, or those who commission NPS work, to explain. The study concludes with alternative courses of action for NPS users.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47319108","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Marketing analytics stages: Demystifying and deploying machine learning 营销分析阶段:揭秘和部署机器学习

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-08-12 DOI: 10.1177/14707853231191726

L. Paas

引用次数: 0

Positionality, inter-subjectivity and reflexivity in Muslim minority research 穆斯林少数民族研究中的位置性、主体间性和反思性

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-08-08 DOI: 10.1177/14707853231194984

C. Hall, G. Prayag, Youri Oh, Mahshid Ahdiyeh Mahdavi, Lim Xin Jean

{"title":"Positionality, inter-subjectivity and reflexivity in Muslim minority research","authors":"C. Hall, G. Prayag, Youri Oh, Mahshid Ahdiyeh Mahdavi, Lim Xin Jean","doi":"10.1177/14707853231194984","DOIUrl":"https://doi.org/10.1177/14707853231194984","url":null,"abstract":"Drawing substantially on epistemologies developed in the context of vulnerable populations and responding to calls for greater epistemic justice in marketing research, an intersectional framework involving positionality, partiality, reflexivity, and situated knowledges is proposed to reflect on undertaking market research with Muslim minority populations in non-Muslim majority countries. This population is often highly vulnerable due to stigmatisation, Islamophobia and processes of othering that affect Muslim consumer behaviour, practices and identity. The framework is derived from reflexive experiences of market research undertaken by the authors on and with Islamic consumers both on an individual and collective basis and from relevant literature. The framework highlights the relational nature of the research experience and the situatedness and positionality of both the researcher and researched. In the case of research with Muslim populations we also draw out the significance of religious identity, ideology and religiosity; intersectionalities, including gender; and religious and cultural power as framed by cultural and institutional practices and which affect notions of class and attitudes to the other. We propose an approach that helps overcome Muslim/non-Muslim binaries that flatten the lived notions of the Muslim experience and consumption practices and instead provide for a richer and more representative account of Muslim identity. However, this approach also heightens researcher sensitivity to the situatedness of Muslims within social norms and the implications that this has for anonymity.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47075973","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Advancing basic psychological needs theory in marketing research 推进市场营销研究中的基本心理需求理论

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-06-26 DOI: 10.1177/14707853231184740

F. Gilal, J. Paul, R. Gilal, Naeem Gul Gilal

{"title":"Advancing basic psychological needs theory in marketing research","authors":"F. Gilal, J. Paul, R. Gilal, Naeem Gul Gilal","doi":"10.1177/14707853231184740","DOIUrl":"https://doi.org/10.1177/14707853231184740","url":null,"abstract":"This paper presents a rigorous and in-depth systematic review of the literature on Basic Psychological Needs Theory (BPNT) and its applications in marketing research. Despite the widespread use of conventional models and theories in marketing research, motivational theories, such as BPNT, which have demonstrated significant effectiveness in driving motivation, have been relatively neglected. BPNT proposes that fulfilling basic psychological needs for autonomy, competence, and relatedness (ACR) leads to intrinsic motivation, emotional stability, and strong attachment. Our systematic review identifies how the constructs underpinned by BPNT have been utilized, as well as what research designs, contexts, and methodologies have been applied in marketing research. By integrating BPNT into marketing research, the authors aim to provide researchers with much-needed directions for future research and advocate for its continued growth. Specifically, the review notes tensions in terms of contradictory findings, identifies major gaps, and operationalizes BPNT in marketing research by establishing a set of marketing priorities (provided in the form of testable propositions) in seven major domains under the lens of BPNT. As the first systematic literature review of its kind, this theoretical study serves as an essential reference and valuable resource for scholars and practitioners aiming to explore and integrate BPNT into their research and practice.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43263518","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

To recommend or not recommend is the question: Does NPS predict word-of-mouth? 推荐还是不推荐是一个问题:NPS能预测口碑吗?

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-06-24 DOI: 10.1177/14707853231186309

Ann E. Schlosser

{"title":"To recommend or not recommend is the question: Does NPS predict word-of-mouth?","authors":"Ann E. Schlosser","doi":"10.1177/14707853231186309","DOIUrl":"https://doi.org/10.1177/14707853231186309","url":null,"abstract":"The Net Promotor Score (NPS) is ubiquitous, relying on a single-item question to capture consumers’ word-of-mouth (WOM). The question asks consumers for their likelihood of recommending a brand to friends and colleagues. Despite its popularity and advantages over longer satisfaction surveys, NPS has potential weaknesses. Among them are that the NPS question (1) is double-barreled by asking in a single question for likelihood to recommend to friends and likelihood to recommend to colleagues, (2) focuses on recommendations, and thus, ignores consumers’ likelihood to spread negative WOM, and (3) ignores online WOM, which often involves recommendations to strangers rather than friends or colleagues. This paper empirically tests these three potential weaknesses of the NPS measure on the WOM conclusions derived from NPS. Specifically, three experiments vary whether NPS assesses likelihood to recommend to a friend and colleague in a single question (how NPS is currently measured) or in two separate questions. In addition, NPS is compared to responses to an explicit negative WOM question (intent to warn others about the brand). Moreover, across studies, the NPS is reported for a recent positive experience and either a recent negative experience or a recent mixed experience. NPS is also compared to likelihood to engage in online WOM in terms of posting an online review and the intended online rating. By examining these issues, this research sheds light on consumers’ interpretations of NPS, the factors that influence these interpretations, and how these factors affect NPS’ ability to predict negative WOM, online WOM, as well as satisfaction, loyal behavior, and WOM in general.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42690411","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Introducing the Validation of Data Quality Indicators Through Re-Classification: The example of SQP and pretest surveys 通过再分类介绍数据质量指标的验证:以SQP和预试调查为例

4区管理学

International Journal of Market Research Pub Date : 2023-06-21 DOI: 10.1177/14707853231184745

Cornelia E Neuert, Tobias Gummer

{"title":"Introducing the Validation of Data Quality Indicators Through Re-Classification: The example of SQP and pretest surveys","authors":"Cornelia E Neuert, Tobias Gummer","doi":"10.1177/14707853231184745","DOIUrl":"https://doi.org/10.1177/14707853231184745","url":null,"abstract":"The present study introduces the concept of validating data quality indicators through re-classification. We use the term re-classification to mean the evaluation of how well an indicator detects the quality of different versions of a survey question for which the quality is known a priori. We illustrate its application with two examples. In both, we make use of 12 questions from prior experiments that manipulated text features of questions to create ‘low’ and ‘high’ quality versions of each question. In the first example, we coded each question version in SQP 2.1 to obtain indicators of validity, reliability, and quality. We compared these indicators between the two versions of each question to assess whether the SQP outcomes were sensitive to text features. In the second example, we used a pretest survey to obtain three indicators of survey quality: response latencies, item nonresponse, and consistency over time. Again, we compared these indicators between question versions to assess whether the indicators were sensitive to text features. We give recommendations for applying re-classification and an outlook for future research opportunities.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136354162","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Interviewer-Observed Paradata in Mixed-Mode and Innovative Data Collection 采访者观察混合模式下的Paradata和创新数据收集

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-06-20 DOI: 10.1177/14707853231184742

Tanja Kunz, Jessica Daikeler, Daniela Ackermann-Piek

引用次数: 0

Systematic Review Research in Marketing Scholarship: Optimizing Rigor 市场营销学术的系统评价研究:优化严谨性

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-06-16 DOI: 10.1177/14707853231184729

P. Coombes

{"title":"Systematic Review Research in Marketing Scholarship: Optimizing Rigor","authors":"P. Coombes","doi":"10.1177/14707853231184729","DOIUrl":"https://doi.org/10.1177/14707853231184729","url":null,"abstract":"Literature reviews are an essential feature of academic research because, fundamentally, the advancement of knowledge must be built on prior existing work, and to push the frontiers of knowledge, one must be clear as to where these frontiers presently are. By systematically analyzing, synthesizing, and summarizing bodies of related literature, hypotheses can be tested and/or new theories and insights developed. However, despite the recent increase in systematic review research in business and management, and particularly marketing literature, arguably, many reviews continue to be poorly undertaken and reported due to a lack of a rigorous modus operandi for their journal editors, reviewers, and readers. The purpose of this paper is twofold, first to offer marketing researchers and practitioners a modus operandi to better demonstrate the optimization of rigor when undertaking quantitative systematic review research, and second to represent a call-to-action for marketing scholarship to engage further with optimizing rigorous systematic review research in the future. The paper thereby contributes to marketing literature by offering researchers and practitioners a three-stage protocol to demonstrate the optimization of rigor when undertaking systematic review research.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44258294","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Corrigendum to “Effects of online shopping channel and price discount on near-expiry food sales” “网上购物渠道及价格折扣对临近过期食品销售的影响”的勘误表

4区管理学

International Journal of Market Research Pub Date : 2023-05-28 DOI: 10.1177/14707853231178167

引用次数: 0