nep-mkt New Economics Papers
on Marketing
Issue of 2017‒03‒05
nine papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Business models in commercial media markets: Bargaining, advertising, and mixing By Thöne, Miriam; Rasch, Alexander; Wenzel, Tobias
  2. Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Melalui Minat Beli (Studi Kasus Pada KASKUS) By Tampubolo, Bantu; Purba, Martin
  3. Measuring Customer Satisfaction and Loyalty through Student Perception on Mobile Broadband Usage Based On Consumer Satisfaction Index Model By Satria, Rd. Okky; Suzanto, Boy; Sidharta, Iwan
  4. How Effective Are Advertising Bans? On the Demand for Quality in Two-Sided Media Markets By Sahm, Marco; Greiner, Tanja
  5. Corporate volunteering climate: mobilizing employee passion for societal causes and inspiring future charitable action By Jessica B. Rodell; Jonathan E. Booth; John W. Lynch; Kate P. Zipay
  6. Retention Strategies to Increase Organizational Commitment and Reduce Employee Turnover in Hospitality Sector of Karachi, Pakistan By Shaikh, Taha; Zahid, Marium
  7. Is Socially Responsible Production a Normal Good? By Jana Friedrichsen
  8. Building best practice automotive after sales network : The Volkswagen case By Mikolik, Gerlinde
  9. Uncertainty-driven business cycles: assessing the markup channel By Born, Benjamin; Pfeifer, Johannes

  1. By: Thöne, Miriam; Rasch, Alexander; Wenzel, Tobias
    Abstract: We consider a product and a media market and show how a change in the business model employed by the media platforms affects consumers, producers (or advertisers), and price negotiations for advertisements. On both markets, two firms differentiated á la Hotelling compete for consumers. On the media market, consumers can mix between the two outlets whereas on the product market, consumers have to decide for one supplier. With pay-tv, as opposed to free-to-air, mixing by consumers disappears, product prices and advertising rates increase while the number of advertisements declines and media firms' profits increase. These effects are driven by the improved bargaining position of media firms, induced by charging a subscription fee to viewers.
    JEL: L10 D21 L21
    Date: 2016
  2. By: Tampubolo, Bantu; Purba, Martin
    Abstract: Economic development of the traditional economy to the new economy gives a series of entirely new capabilities into the hands of consumers and businesses. The new economy is based on the digital revolution and information systems, thus making consumers and businesses have an alternative that is not owned in the old economy. One of them is the ability of businesses to operate new sales channels and the information that can improve geographical coverage in informing and distributes its products to consumers. The new economy led to the emergence of selling products online. In this study see how the influence of the brand image of KASKUS as online sales site and also the quality of the services offered by KASKUS to consumers who use their sites to shop in influencing consumer purchasing decisions by consumers to buy them. Sampling was done snowball sampling method and according to some certain kriteris thus obtained 55 samples. The research showed that the brand image and service quality has positive influence on buying interest but did not significantly influence the quality of service life being relationship of brand image, quality of service and buying interest and a significant positive effect partially on consumer purchasing decisions.
    Keywords: Brand Image, Quality of Service, Interests Buy, Purchase Decision, KASKUS.
    JEL: M1 M3
    Date: 2015–11–01
  3. By: Satria, Rd. Okky; Suzanto, Boy; Sidharta, Iwan
    Abstract: The success of a company in today’s high level of competition requires the company to gain trust of consumers. Customer satisfaction and loyalty are crucial in order for a company to gain competitive advantages. Similarly, in the attempt to gain competitive advantages, providers of mobile broadband services should determine the extent of consumer perceptions of the services they provide. Thus, measuring the perception of satisfaction and loyalty, especially the use of mobile broadband services is the goal of this study. Exploratory research method was used towards respondents, which involved 148 students. Data were analyzed using Structural Equation Modeling (SEM), component-based Partial Least Squares (PLS). The results show that the variables of complaint, customer expectation, loyalty, perceived quality, customer satisfaction, and perceived value are significantly influential in shaping customer satisfaction and loyalty upon the use of mobile broadband services.
    Keywords: customer satisfaction, loyalty, customer mobile broadband
    JEL: M3 M30 M39
    Date: 2015–06–15
  4. By: Sahm, Marco; Greiner, Tanja
    Abstract: We study a two-sided markets model of two competing television broadcasters that offer content of differentiated quality to ad-averse consumers and advertising space to firms. As all consumers prefer high over low quality content, competition for viewers is vertical. By contrast, competition for advertisers is horizontal, taking into account the firms' targeted advertising motive. Analyzing the impact of both, the strength of mutual externalities and advertisement regulation policies, we find the following results: First, broadcasters' profits increase and welfare decreases in the viewers' nuisance costs of advertising. Second, welfare may decrease in the effectiveness of informative advertisement, too. Third, an advertising ban on the high quality medium reduces its viewer market share and thereby the equilibrium reception of high quality content.
    JEL: L13 L82 L51
    Date: 2016
  5. By: Jessica B. Rodell; Jonathan E. Booth; John W. Lynch; Kate P. Zipay
    Abstract: As a society, we grapple with a host of national and global social issues — ranging from hunger and poverty to education to financial stability. Today’s corporations are playing an increasing role in efforts to address such concerns, predominantly through corporate volunteering. Yet, because research on corporate volunteering has been primarily focused on the individual volunteer experience, we still know relatively little about how corporate volunteering can help address grand challenges. In this study, we introduce the concept of corporate volunteering climate in order to examine the broader, more system-level functioning of corporate volunteering in workplaces. Drawing on the sensemaking process, we theorize about how a corporate volunteering climate develops — to what extent is it driven by company-level policies versus employee convictions for a cause? We also explore the potential influence of corporate volunteering climate for volunteers and non-volunteers, both in terms of the workplace (through employee affective commitment) and in terms of the broader community (through employee intentions to volunteer, both in corporate opportunities and on personal time). The results of a study conducted with United Way Worldwide suggest that corporate volunteering climate not only arises through either employees’ belief in the cause or corporate policies, but also that these forces act as substitutes for one another. Moreover, by fostering a sense of collective pride among employees, this climate is related to affective commitment, as well as both corporate and personal volunteering intentions.
    JEL: R14 J01 L81 F3 G3
    Date: 2017
  6. By: Shaikh, Taha; Zahid, Marium
    Abstract: This study aims to explore the relationship between retention strategies and employee turnover. In addition to that, the effectiveness of these strategies to enhance organizational commitment of employees working in the hospitality sector (fast-food chain) of Karachi, Pakistan. The study considered five decades of managerial literature to explain the relationship between variables. Semi-structured matrix based survey questionnaire and open-ended unstructured interview questions as research instruments to investigate the relationship. The research philosophy has been interpretive and deductive research is used. The sample size in this study is 426 participants in survey and 34 interviews with the management from the entire chain of fast-food restaurants in different regions of Karachi. The sampling technique is non-probability "convenience sampling". The findings revealed that high employee turnover is due to part time employment and high number of temporary employees or drop out from college and universities. Moreover, there is a relationship between employee turnover and organizational commitment. The higher job satisfactions leads to increase employees' commitment. It is recommended to the management of restaurant that friendly environment and training workshops are essential to retain good quality employees.
    Keywords: Organizational Commitment; Job Satisfaction; Employee Turnover; Hospitality sector; Developing Economies
    JEL: L2 L20 L8 L83 L84 M0 M1
    Date: 2016–11–10
  7. By: Jana Friedrichsen
    Abstract: This paper uses a controlled laboratory experiment to investigate the effect of wealth on individual social responsibility (ISR), defined as choosing a more socially responsible product if a cheaper alternative is available. We find that rich consumers are significantly less likely to engage in ISR than poor consumers. This suggests that socially responsible production conditions may not be normal product attributes.
    Keywords: Social responsibility, consumer behavior, market experiment, wealth effect
    JEL: M14 A13 J81 D03
    Date: 2017
  8. By: Mikolik, Gerlinde (Tilburg University, School of Economics and Management)
    Abstract: This thesis aims to analyze the service operations and networks in the automotive industry as research into the automotive After Sales service network lacks the necessary fine details and industrial feedback. Its purpose is to present the insights and lessons learned from studying the After Sales service network of Volkswagen, thereby defining a roadmap for further research, and to discuss the needs of the sector. The foremost idea in defining the research question was based on the observation that the automotive After Sales business could be improved by applying and adapting principles and methods used in other industries and in the field of Business Operations research. The initial step thereafter was an extensive external and internal literature research. The key characteristics of the automotive industry in Germany, at the VW Group, at OEMs and at the wholesale level were identified and are described in chapter two. In chapter three the primary After Sales processes are described and analyzed, from the interaction with the customer to the necessary activities at wholesale and OEM level. The proposed research methodology relied on extensive external and internal research and a qualitative and quantitative approach based on structured, in-depth interviews and direct observation. The objective of the interviews was to highlight the most important activities in the service delivery operations within the network and identify the major key factors for success or failure. The best practice dealer model is described in chapter five and was subsequently abstracted and generalized so that it can be applied to other industries too. A Data Envelopment Analysis (DEA), described in chapter six, was undertaken to determine the “efficient frontier” of service operations. Key performance indicators were identified from the important elements discussed and the best practices. In order to achieve an in-depth understanding of their general business models a benchmark analysis of six companies from industrial sectors complementary to the automotive business was then carried out and is described in chapter seven. The thesis highlights the development of a “best practice” network in chapter eight. This network grasps the dynamics of After Sales activities in the light of new technological developments and the experience gained from the benchmark with other industries. The thesis closes with an evaluation of the research work.
    Date: 2017
  9. By: Born, Benjamin; Pfeifer, Johannes
    Abstract: A growing recent literature relies on a precautionary pricing motive embedded in representative agent DSGE models with sticky prices and wages to generate negative output effects of uncertainty shocks. We assess whether this model channel is consistent with the data. We build a New Keynesian DSGE model with time-varying wage and price markups and document the predicted conditional comovement of output and markups following demand and supply uncertainty shocks. Using the model as a business cycle accounting device, we also construct aggregate markup series from the data. Time-series techniques are used to identify uncertainty shocks in the data and to study whether the conditional comovement between markups and output is consistent with the one implied by the model. The response to uncertainty shocks is found to be consistent with precautionary wage setting, but not price setting, putting the role of sticky wages into the focus.
    JEL: E32 E01 E24
    Date: 2016

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