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Keller Center Research Report

Keller Center for Research

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Paragraph Beginning Decor September 2021 (Vol. 14, Iss. 3)


Why Saying “Thank You” is Better than “Sorry”

Yanfen You, PhD, Xiaojing Yang, PhD, Lili Wang, PhD, and Xiaoyan Deng, PhD
An apology by a service provider may help restore customer satisfaction to a certain degree, but our research suggests that using a statement of appreciation rather than an apology could increase customer satisfaction even further.
Keywords: Customer Relations
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Aligning Motivation for a Value-Based Sales Strategy

Ryan Mullins, PhD, Bulent Menguc, PhD, and Nikolaos G. Panagopoulos, PhD
In addition to winning over potential clients, engaging in value-based selling leads to increased customer retention, growth, and salesperson performance. This study examines the influence of different motivational sources — self, supervisor, customer, and team — to uncover how to motivate and benefit from implementing VBS in your organization.
Keywords: Customer Relations, Marketing and Sales
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How to Communicate During Organizational Change

Linjuan Rita Men, PhD, APR, Marlene Neill, PhD, APR, and Cen April Yue, PhD
In real estate, it is important to integrate employee-centered, symmetrical communication into change management in order to yield employees who are engaged in the change process. Our research examines how communication between managers and employees can impact employee engagement, commitment to change, and behavioral support for proposed change.
Keywords: Management
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Consumer-to-Brand Sharing: Will Your Clients Share the Bad News?

Chris Hydock, PhD, Zoey Chen, PhD, and Kurt Carlson, PhD
Every successful firm knows that understanding consumer sentiment, both positive and negative, is essential for success. Our team conducted multiple studies to uncover tendencies concerning consumer-to-brand sharing and steps managers can take to receive unbiased information that is vital for a firm’s success.
Keywords: Customer Relations, Social Media
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Advertising in 360 Degrees

Yang Feng, PhD, Quan Xie, PhD, and Chen Lou, PhD
Research confirms that 360-degree video ads increase social media click rates by 29% as compared to similar videos in standard format. Our research identifies the optimal scenario and mechanisms in which 360-degree video ads outperform standard version videos, and we provide suggestions on how to create videos that will drive engagement in promising new ways.
Keywords: Marketing and Sales, Social Media, Technology
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INSIDER: Virtual Selling: A Quick-Start Guide

Kayla Wilson, MBA
At the onset of the COVID-19 pandemic, the world was faced with an unprecedented tremor that necessitated a transition to a virtual world, immediately altering sales as we knew it. In his latest book, Jeb Blount provides techniques that turn virtual communication platforms into powerful and effective sales tools, making virtual selling more human and helping organizations acquire a distinct competitive advantage that will extend beyond the lifetime of the COVID-19 pandemic.
Keywords: Insider, Marketing and Sales, Technology
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INSIDER: The Catalyst: How to Change Anyone’s Mind

Kristen Koehler, MBA Candidate
People often tackle change by attacking the problem head on and pushing through obstacles no matter the amount of resistance. In The Catalyst, Jonah Berger explains why "roadblock elimination" is the most effective way to pursue change and how to become a change catalyst—someone who facilitates change—within your organization.
Keywords: Insider, Management
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