[We’re pleased to welcome authors Björn A. Hüttel of the University of Passau, Jan Hendrik Schuman of the University of Passau, Martin Mende of Florida State University, Maura L. Scott of Florida State University, and Christian J. Wagner of the University of Passau. They recently published an article in the Journal of Service Research entitled “How … Continue reading How Consumers Assess Free E-Services
[We're pleased to welcome Christina Chi of Washington State University. Christina recently published an article in Cornell Hospitality Quarterly entitled "Ready to Embrace Genetically Modified Wines? The Role of Knowledge Exposure and Intrinsic Wine Attributes" with co-authors Lu Lu of Washington State University and Imran Rahman of Auburn University.] What inspired you to be interested in this … Continue reading Do Consumers Avoid Genetically Modified Wines?
[We're pleased to welcome Gerald Zaltman of Harvard Business School and Olson Zaltman Associates. Dr. Zaltman recently published an article in Cornell Hospitality Quarterly with co-authors Jerry Olson and James Forr of Olson Zaltman Associates, entitled "Toward a New Marketing Science for Hospitality Managers."] In “Toward a New Marketing Science for Hospitality Managers,” published in … Continue reading Diversify and Conquer: An Argument for Reinvigorating Marketing Science with Behavioral Science and Humanities
Gerald Zaltman, Joseph C. Wilson Professor Emeritus at Harvard Business School and creator of the first patented market research tool in the United States titled the Zaltman Metaphor Elicitation Technique, recently collaborated with Jerry Olson and James Forr of Olson Zaltman Associates on their article "Toward a New Marketing Science for Hospitality Managers" from Cornell … Continue reading Gerald Zaltman on New Marketing Science for Hospitality Practitioners
We're pleased to congratulate Kathryn A. LaTour of Cornell University and Lewis P. Carbone of Experience Engineering, winners of Cornell Hospitality Quarterly's 2014 Best Article Award for their article "Sticktion: Assessing Memory for the Customer Experience." The pair discussed their study on assessing memory for the customer experience in the latest podcast from Cornell Hospitality … Continue reading Listen to the Podcast on Cornell Hospitality Quarterly’s 2014 Best Article Award Winner!
The customer may always be right, but research has shown that their memory can sometimes fail them when recollecting service experiences. Fortunately, there may be a solution in the form of "sticktion." Kathryn A. LaTour and Lewis P. Carbone discuss the use of this technique in their article from the November issue of Cornell Hospitality … Continue reading Designing Better Customer Service Experiences Using “Sticktion”
Businesses work hard to ensure that their customers walk away happy. But just how much of a good experience do customers even remember? What can be done to make sure they remember more? That's what Kathryn A. LaTour and Lewis P. Carbone set out to discover in their article "Sticktion: Assessing Memory for Customer Experience," … Continue reading Using “Sticktion” for a Better Customer Experience
When it comes to travel decision-making, how do Baby Boomers, Gen X, and Gen Y compare? The answer is crucial for marketing strategists, according to an article published in the Journal of Travel Research: Underpinning generational cohort analysis is the notion that the formative experiences of each cohort influence its members’ lifelong beliefs, values, and … Continue reading How Generations Make Travel Decisions
Today, about half of all Americans drink bottled water. That number is steadily rising, and so are the environmental and social impacts. According to a recent article in the Miami Herald: Americans spent $10.6 billion on bottled water in 2009 — a phenomenal outlay for something that is freely available. The energy used to produce … Continue reading Is Bottled Water a Breakable Habit?
Whether they're aware of it or not, consumers in a retail environment make decisions that are influenced by everything from adequate aisle size, customer service, and store layout to something called the “butt-brush effect.” Learn what makes shoppers tick in this Journal of Marketing Education study, in which students shadowed and observed real customers to … Continue reading Why Do We Buy?