380 Handel, Kommunikation, Verkehr
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Haptic softness is a central product attribute for many fabric-related retailers. Can those retailers use music - an easy to implement in-store atmospheric cue - to influence consumers' perception of this central product attribute? Across four studies, this research shows that high (vs. low) music softness enhances consumers' haptic softness perceptions. We argue that this cross-modal effect occurs owing to a transfer of softness-related associations from the auditory to the haptic modality. To better inform retail practice, we examine three managerially relevant boundary conditions at the product and store levels.
Mystery shopping (MS) is a widely used tool to monitor the quality of service and personal selling. In consultative retail settings, assessments of mystery shoppers are supposed to capture the most relevant aspects of sales people’s service and sales behavior. Given the important conclusions drawn by managers from MS results, the standard assumption seems to be that assessments of mystery shoppers are strongly related to customer satisfaction and sales performance. However, surprisingly scant empirical evidence supports this assumption. We test the relationship between MS assessments and customer evaluations and sales performance with large-scale data from three service retail chains. Surprisingly, we do not find asubstantial correlation. The results show that mystery shoppers are not good proxies for real customers. While MS assessments are not related to sales, our findings confirm the established correlation between customer satisfaction measurements and sales results.
Electric freight vehicles have the potential to mitigate local urban road freight transport emissions, but their numbers are still insignificant. Logistics companies often consider electric vehicles as too costly compared to vehicles powered by combustion engines. Research within the body of the current literature suggests that increasing the driven mileage can enhance the competitiveness of electric freight vehicles. In this paper we develop a numeric simulation approach to analyze the cost-optimal balance between a high utilization of medium-duty electric vehicles – which often have low operational costs – and the common requirement that their batteries will need expensive replacements. Our work relies on empirical findings of the real-world energy consumption from a large German field test with medium-duty electric vehicles. Our results suggest that increasing the range to the technical maximum by intermediate (quick) charging and multi-shift usage is not the most cost-efficient strategy in every case. A low daily mileage is more cost-efficient at high energy prices or consumptions, relative to diesel prices or consumptions, or if the battery is not safeguarded by a long warranty. In practical applications our model may help companies to choose the most suitable electric vehicle for the application purpose or the optimal trip length from a given set of options. For policymakers, our analysis provides insights on the relevant parameters that may either reduce the cost gap at lower daily mileages, or increase the utilization of medium-duty electric vehicles, in order to abate the negative impact of urban road freight transport on the environment.
Willingness-to-pay for alternative fuel vehicle characteristics : a stated choice study for Germany
(2016)
In the light of European energy efficiency and clean air regulations, as well as an ambitious electric mobility goal of the German government, we examine consumer preferences for alternative fuel vehicles (AFVs) based on a Germany-wide discrete choice experiment among 711 potential car buyers. We estimate consumers’ willingness to-pay and compensating variation (CV) for improvements in vehicle attributes, also taking taste differences in the population into account by applying a latent class model with 6 distinct consumer segments. Our results indicate that about 1/3 of the consumers are oriented towards at least one AFV option, with almost half of them being AFV-affine, showing a high probability of choosing AFVs despite their current shortcomings. Our results suggest that German car buyers’ willingness-to-pay for improvements of the various vehicle attributes varies considerably across consumer groups and that the vehicle features have to meet some minimum requirements for considering AFVs. The CV values show that decision-makers in the administration and industry should focus on the most promising consumer group of ‘AFV aficionados’ and their needs. It also shows that some vehicle attribute improvements could increase the demand for AFVs cost-effectively, and that consumers would accept surcharges for some vehicle attributes at a level which could enable their private provision and economic operation (e.g. fast-charging infrastructure). Improvement of other attributes will need governmental subsidies to compensate for insufficient consumer valuation (e.g. battery capacity).
Marketing channels are among the most important elements of any value chain. This is because the bulk of a nation´s manufacturing output flows through them. The intermediaries (e.g., distributors, wholesalers, retailers) constituting marketing channels perform specific distribution functions,such as transportation, storage, sales, financing, and relationship building, better than most manufacturers. Over his distinguished career, Louis P. Bucklin investigated many questions about the structuring and functioning of marketing channels using conceptual, empirical, and microeconomics model-based methodologies. Today, the academic marketing literature contains hundreds of articles that have employed these three broad classes of methodologies to investigate issues of channel intermediaries´ interorganizational relationships, for example, power-dependence, relational outcomes, conflict and negotiations, and manufacturing firms´ channel strategy, for example, channel structure, selection, coordination and control. So far, however, there has been no review of how the three different methodologies have contributed to advancing knowledge across this set of channels research domains.