Browse Archives by Keyword: Customer Relations
Making Tough Choices Today for an Easier Tomorrow
[6/1/2022]
Ashley S. Otto, PhD, Joshua J. Clarkson, PhD, Nathanael S. Martin, PhD ABD
Consumers make countless decisions every day. Some situations require minimal decision-making effort, while others require more thought and effort to reach a decision. Our research finds that there are two situations, driven by a motivation to achieve cognitive closure, in which people will put more effort into the decision-making process in order to simplify the process in the future
Why Marketers Fail to Understand Their Customers: The False Consensus Effect
[6/1/2022]
Walter Herzog, PhD, Johannes D. Hattula, PhD, and Darren W. Dahl, PhD
Marketing is all about understanding customer preferences and providing solutions that match these preferences. However, marketers’ perceptions of their target customers’ preferences can be biased through the so-called false consensus effect, whereby marketers project their personal preferences onto customers
Applying Adaptive Selling Techniques: Exploring How
[3/1/2022]
Dr. Sascha Alavi, Dr. Johannes Habel, and Dr. Kim Linsenmayer
While research suggests adaptive selling is a core ingredient of sales success, the question of how salespeople should alter their behavior in response to varying customer attributes has remained unclear. Our research and recommendations offer managerial insight to capitalize on the genuine benefits of adaptive selling to lead to greater success organization-wide
Creating Customer Engagement on Social Media
[12/1/2021]
Fernando de Oliveira Santini, PhD, Wagner Junior Ladeira, PhD, Diego Costa Pinto, PhD, Má́rcia Maurer Herter, PhD, Claudio Hoffmann Sampaio, PhD, and Barry J. Babin, PhD
The goal of your social media marketing should not be to simply increase social media impressions, but instead, to increase positive impressions. In this study, we examine the role of trust and commitment in driving positive relationships and customer engagement in social media
Aligning Motivation for a Value-Based Sales Strategy
[9/1/2021]
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
Consumer-to-Brand Sharing: Will Your Clients Share the Bad News?
[9/1/2021]
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
Why Saying “Thank You” is Better than “Sorry”
[9/1/2021]
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
Creating Success through Sales Influence Tactics
[6/1/2021]
Richard G. McFarland, PhD and Andrea L. Dixon, PhD
The success of your business depends on how effectively salespeople can
influence your clients. In real estate, it is vital to understand how salespeople influence customers and how they can improve those skills. Our research provides additional resources for salespeople to better understand the full set of sales influence tactics at their disposal
Improvised Marketing Interventions: The Future of Impactful Real Estate Marketing?
[6/1/2021]
Abhishek Borah, PhD, Sourindra Banerjee, PhD, Yu-Ting Lin, PhD, Apurv Jain, and Andreas B. Eisingerich, PhD
Consumers are faced with more advertisements than ever, leading to consumer fatigue and ineffective marketing strategies. We explain how improvised marketing interventions—highly effective social media actions which utilize quick wit in real time in response to a situation or event—can help you attain a competitive advantage, even in an overly saturated environment like social media
Interpersonal Trust During Market Turbulence
[6/1/2021]
Stephanie M. Mangus, PhD, Eli Jones, PhD, Judith Anne Garretson Folse, PhD, and Shrihari Sridhar, PhD
As market turbulence increases, strain occurs that impacts the customer-salesperson relationship. We examine how a strong foundation of both business and personal trust between the buyer and the seller is essential to building a relationship that can withstand unstable times
