The service-profit chain (SPC) is a framework for linking service operations, employee assessments, and customer assessments to a firm's profitability (Heskett et al. 1994). The SPC provides an integrative framework for understanding how a firm's operational investments into service operations are related to customer perceptions and behaviors, and how these translate into profits. For a firm, it provides much needed guidance about the complex interrelationships among operational investments, customer perceptions, and the bottom line. Implementing the SPC is a pervasive problem among most service firms, and several attempts have been made to model various aspects of the SPC. However, comprehensive approaches to model the SPC are lacking, as most studies have only focused on discrete aspects of the SPC. There is a need for approaches that combine data such as measures of operational inputs, customer perceptions and behaviors, and financial outcomes from multiple sources, providing the firm with not only comprehensive diagnosis and assessment but also with implementation guidelines. Importantly, an approach that is sensitive to and can accommodate the strengths and weaknesses of such data sets is required. We outline and illustrate such an approach in this paper. Our approach has the potential to both identify and quantify the benefits of implementing a service strategy, especially for firms having multiple units (e.g., banks with branches, retail outlets, and so forth). The implementation approach is illustrated using data from a national bank in Brazil. We used customer surveys from more than 500 branches of the bank. Each individual customer's marketing survey data was linked to a number of operational metrics. First, behavioral measures of retention, such as the length of the customer's relation with the bank, the deposit amount, and number of transactions with the bank, were obtained and merged with the survey data. Second, the main branch used by each customer was identified and operational inputs (e.g., number of employees, number of available automated teller machines (ATMs)) used at that branch were obtained and merged with the data set. This data set was used to model the SPC at a and level. The analysis consisted of a structural-equation model that identified the critical conceptual relationships that parsimoniously articulate the SPC for this bank. For instance, from among a variety of attribute-level perceptions, the bank was able to identify those perceptions that were critical determinants of behavioral intentions. Similarly, from a variety of available behavioral metrics, the bank was able to identify those behaviors most relevant to profitability. The utilized Data Envelopment Analysis (DEA) and provides customized feedback to each branch in implementing the strategic model. It provides each branch with a metric of its relative efficiency in translating inputs such as employees and ATMs into relevant strategic outcomes such as customer intentions and behaviors. Our illustration shows how top managem...
Access to this document was granted through an Emerald subscription provided by University of Calgary For Authors:If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comWith over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper's objective is to propose an integrated framework to investigate the adoption intention of mobile banking technology and to test it in the Brazilian context. Design/methodology/approach -A total of 666 respondents from the most economically developed cities in Brazil were surveyed. The sample comprised 333 mobile banking users and 333 mobile banking non-users. Partial least squares was used to analyze the proposed framework's construct relations. Findings -The framework offers an integrated view, taking into account more predictors than other studies on the adoption of innovations. For non-users, the framework was able to explain approximately 69 percent of the dependent variable (intention to adopt mobile banking) variation, which is a figure higher than those obtained in previous studies. However, for current users of mobile banking, only 27 percent of the dependent variable variation was explained by the framework. It was also observed that the predictors' influence over the criterion variable was different for each group of mobile banking users and non-users. Originality/value -The findings suggest that the proposed integrated framework offers a deeper understanding of the variables that influence the adoption of mobile banking.
An important aspect of the new orientation on Customer Relationship Marketing is the use of customer transaction databases for the cross-selling of new services and products. In this study, we propose a mixed data factor analyzer that combines information from a survey with data from the customer database on service usage and transaction volume, to make probabilistic predictions of ownership of services with the service provider and with competitors. This data-augmentation tool is more flexible in dealing with the type of data that are usually present in transaction databases. We test the proposed model using survey and transaction data from a large commercial bank. We assume four different types of distributions for the data: Bernoulli for binary service usage items, rank-order binomial for satisfaction rankings, Poisson for service usage frequency, and normal for transaction volumes. We estimate the model using simulated likelihood.The graphical representation of the weights produced by the model provides managers with the opportunity to quickly identify cross-selling opportunities. We exemplify this and show the predictive validity of the model on a hold-out sample of customers, where survey data on service usage with competitors is lacking. We use Gini concentration coefficients to summarize power curves of prediction, which reveals that our model outperforms a competing latent trait model on the majority of service predictions.
Access to this document was granted through an Emerald subscription provided by emeraldsrm: 239791 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to examine the association between corporate social responsibility (CSR) and employee satisfaction. The study proposes and empirically tests two hypotheses: that CSR is positively associated with employee satisfaction, and that organizational image mediates the relationship between CSR and employee satisfaction. Design/methodology/approach -The hypotheses were tested through regression analyses, using data from 85,167 questionnaires completed by employees at 381 Brazilian companies, as well as data pertaining to the "breadth" of CSR engagement of those same companies. Findings -The results of this study provide evidence that CSR-oriented actions undertaken by companies will lead to a better organizational image, and this, in turn, will lead to greater employee satisfaction. Practical implications -Because employee behaviour influences organizational outcomes and higher job satisfaction may lead to greater employee commitment to organizational goals and values, understanding the impact of CSR on employee satisfaction is relevant to corporate performance. Originality/value -The study contributes to the body of empirical research on CSR by investigating the underlying mechanisms linking CSR with employee behaviour. Scholars in the area of CSR regularly explore the outcomes and impacts of CSR actions on internal and external stakeholders. However, the impacts of CSR for a critical group of stakeholdersnamely, employeesand its underlying mechanisms are understudied in the CSR literature.
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