Category Archives: Marketing

Wireless Technologies For Marketing And Management Professionals

Schornack, Gary R.; Beck, Charles E.
Journal of Applied Business Research Vol. 20 Issue 4, p. 1-10

Wireless technology is rapidly expanding market in business. A survey of literature and executives in Colorado indicates extensive use of cell phones predominating in all businesses. Secondary wireless technology (wireless mouse, LAN keyboards, PDA) is gradually expanding. The future holds additional expansion in Hot Spots for use away form the home/office environment. Major concerns with wireless technology involve both security and standardization, which will determine expanded use in the future.

Perceptions Of Airline Service Quality Pre And Post 9/11

Cunningham, Lawrence F., Young, Clifford E. and Lee, Moonkyu
Public Works Management & Policy Vol. 9 Issue 1, p. 10-25

Marketing managers must be always alert to some kind of brand crisis that can occur unexpectedly. The September 11 terrorist attack dramatically changed the business environment in the United States and elsewhere and had the most pro- found impact on the American airline industry. This article reports the results of a series of longitudinal surveys on consumer perceptions of airline service quality, risks associated with air travel, and satisfaction with airlines before and after the 9/11 crisis. The results show that although the number of trips declined over the course of the research, passengers’ overall satisfaction with the airline industry, airline satisfaction, and intention to repatronize their airline generally did not change in a statistically significant manner The implications of the results are discussed from a brand management perspective.

Consumer Views of Service Classifications in the United States and France

Cunningham, Lawrence F., Clifford E. Young, Wolfgag Ulaga, and Moonkyu Lee
Journal of Services Marketing Vol. 18, Issue 6, p. 421-432

In the services marketing literature, few service classifications are based on how customers view services, and fewer of these have been validated cross-culturally. To fill this gap, this research presents the results of a study that examined how U.S. and French customers perceived and classified a set of thirteen services based on multidimensional scaling (MDS). Service classifications were developed on a perceptual space where the actual services were mapped for two countries, U.S. and France. The results of the study suggest that there are two underlying dimensions that explain approximately 80% of the total variance in service perceptions and classifications. The dimensions and correlations for the classifications and services displayed many consistencies and some differences among American and French consumers. Directions for future academic research and managerial implications are cited and discussed.

Assessing Perceived Risk Of Consumers In Internet Airline Reservations Services

Cunningham, Lawrence F., Gerlach, James and Harper, Michael D.
Journal of Air Transportation Vol. 9 Issue 1, p. 21-35

This research investigates the premise that the use of Internet airline reservation systems is perceived to be riskier than traditional airline reservation systems. Unlike previous studies on perceived risk that typically focused on the relationship of perceived risk and information search, this study examines the dynamics of perceived risk throughout the various stages of the consumer buying process. A survey of 159 respondents reveals that perceived risk for both traditional and Internet airline reservation services follows a systematic pattern throughout the consumer buying process. Perceived risk for both traditional and Internet airline reservation systems falls during information search but recovers and rapidly increases as consumers approach the moment of purchase. When viewed as a dynamic process, perceived risk for Internet airline reservation services shows more radical changes in risk levels than the traditional service. Another major finding of this study is the discovery of a risk premium for Internet airline reservation services that permeates all stages of the consumer buying process.