External effectiveness of service management A study of business‐to‐business relationships in Mexico, Canada and the USA

Emerald - 1999
MichèlePaulin1, Ronald J.Ferguson2, Ana MariaAlvarez Salazar3
1Concordia University, Montréal, Canada
2Université de Montréal, Montréal, Canada, and
3Consultant, Mexico

Tóm tắt

The purpose of the present study was to determine, across three distinct national contexts, to what extent the creation of customer‐perceived value, as determined by the measure of the firm’s external effectiveness, was deemed important and implemented within a professional business‐to‐business service industry (commercial banking). External effectiveness is a measure of business performance reflecting the client’s judgement of satisfaction, service quality, future purchase intentions and willingness to recommend the service firm to others. It was postulated that strong relationships would contribute to external effectiveness and that, in order to be effective, a service firm needs to be client‐oriented and develop managerial processes and an organizational culture compatible with the creation of client‐perceived value, the driver of longer‐term profitability. In all three countries, the higher the business client rated the strength of the relationship with their bank, the higher was their assessment of external effectiveness. However, the banks’ service management processes supporting the work of the account manager and the dominant organizational culture were not congruent with the bankers’ perception that their organizations were client‐oriented. Important differences were found in the banking relationships and managerial processes in Mexico as compared to Canada and the USA.

Từ khóa


Tài liệu tham khảo

Adler, N.J. (1983), “A typology of management studies involving culture”, Journal of International Business Studies, Fall, pp. 29‐47.

Barnes, J.G. and Howlett, D.M. (1998), “Predictors of equity in relationships between financial services providers and retail customers”, special issue on Customer‐Bank Relationships, International Journal of Bank Marketing, Vol. 16 No. 1, pp. 15‐23.

Boyacigiller, N.A. and Adler, N.J. (1991), “The parochial dinosaur: organizational science in a global context”, Academy of Management Review, Vol. 16 No. 2, pp. 262‐90.

Clark, T. (1990), “International marketing and national character: a review and proposal for an integrative theory”, Journal of Marketing, October, pp. 66‐79.

Dant, R.P. and Schul, P.L. (1992), “Conflict resolution processes in contractual channels of distribution”, Journal of Marketing, Vol. 56 No. 4, pp. 38‐54.

Deshpandé, R. and Webster, F.E. Jr (1989), “Organizational culture and marketing: defining the research agenda”, Journal of Marketing, Vol. 53, January, pp. 3‐15.

Deshpandé, R., Farley, J.U. and Webster, F.E. Jr (1993), “Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis”, Journal of Marketing, Vol. 57 No. 4, pp. 23‐7.

Drucker, P.F. (1954), The Practice of Management, Harper and Row Publishers, Inc., New York, NY.

Drucker, P.F. (1992), Managing for the Future: The 1990s and beyond, Truman Talley Books/Dutton, New York, NY.

Dwyer, F.R., Schurr, P.H. and Oh, S. (1987), “Developing buyer‐seller relationships”, Journal of Marketing, Vol. 51 No. 1, pp. 11‐27.

Glaser, B. and Strauss, A. (1967), The Discovery of Grounded Theory, Aldine, Chicago, IL.

Grönroos, C. (1990), “Relationship approach to marketing in service contexts: the marketing and organizational behavior interface”, Journal of Business Research, Vol. 20, pp. 3‐11.

Grönroos, C. (1992), Service management: a management focus for service competition”, in Lovelock, C.H., Managing Services: Marketing, Operations and Human Resources, 2nd ed., Prentice‐Hall, Englewood Cliffs, NJ, pp. 9‐16.

Grönroos, C. (1994), “From scientific management to service management: a management perspective for the age of service competition”, International Journal of Service Industry Management, Vol. 5 No. 1, pp. 5‐20.

Gummesson, E. (1981a), “How professional services are bought”, Marketing Handbook, Gower Press, London, pp. 31‐41.

Gummesson, E. (1981b), “The marketing of professional services: 25 propositions”, in Donnelly, J. and George, W. (Eds), Marketing of Services, AMA, Chicago, IL, pp. 108‐12.

Gummesson, E. (1994), “Service management: an evaluation and the future”, International Journal of Service Industry Management, Vol. 5 No. 1, pp. 77‐96.

Håkansson, H. and Snehota, I. (1995), Developing Relationships in Business Networks, International Thomson Business Press, London.

Haugland, S.A. and Reve, T. (1993), “Relational contracting and distribution channel cohesion”, Journal of Marketing Channels, Vol. 2 No. 3, pp. 27‐60.

Heide, J.B. and John, G. (1992), “Do norms matter in marketing relationships?”, Journal of Marketing, Vol. 56 No. 1, pp. 32‐44.

Holbrook, M.B. (1994), “The nature of customer value an axiology of services in the consumption experience”, in Rust, R.T. and Oliver R.L. (Eds), Service Quality New Direction in Theory and Practice, Sage Publications, Newburg Park, CA, Chapter 2, pp. 21‐71.

Hofstede, G. (1983), “National cultures in four dimensions: a research‐based theory of cultural differences among nations”, International Studies of Management and Organization, Vol. XIII Nos 1‐2, pp. 46‐74.

Hofstede, G. (1994), “Management scientists are human”, Management Science, Vol. 40 No. 1, pp. 4‐13.

Husted, B.W. (1994), “Bargaining with the gringos: an exploratory study of negotiations between Mexican and US firms”, The International Executive, Vol. 36, September/October, pp. 625‐44.

Keltner, B. and Finegold, D. (1996), “Adding value in banking: human resource innovations for service firms”, Sloan Management Review, Fall, pp. 57‐68.

Lovelock, C.H. (1992), “Classifying services to gain strategic marketing insights”, in Bateson, J.E.G., Managing Services Marketing, 2nd ed., The Dryden Press, Orlando, FL, pp. 68‐81.

Macneil, I.R. (1974), “The many futures of contracts”, Southern California Law Review, Vol. 47, pp. 691‐816.

Macneil, I.R. (1978), “Contracts: adjustment of long‐term economic relations under classical, neoclassical, and relational contract law”, Northwestern University Law Review, Vol. 72No. 6, pp. 854‐905.

Macneil, I.R. (1980), The New Social Contract: An Inquiry into Modern Contractual Relations, Yale University Press, New Haven, CT.

Mintzberg, H. and Quinn, J.B. (1996), The Strategy Process: Concepts and Contexts, 3rd ed., Prentice‐Hall, Englewood Cliffs, NJ.

Morgan, R.M. and Hunt, S.D. (1994), “The commitment‐trust theory of relationship marketing”, Journal of Marketing, Vol. 58 (July), pp. 20‐38.

Normann, R. (1991), Service Management: Strategy and Leadership in Service Business, 2nd ed., John Wiley, Chichester.

Paulin, M., Ferguson, R.J. and Payaud, M. (1999), “Service management effectiveness and organizational culture: a modification of the competing values model”, Proceedings of the European Marketing Academy, Berlin, 11‐14 May.

Paulin, M., Perrien, J. and Ferguson, R.J. (1997), “Relational contract norms and the effectiveness of commercial banking relationships”, special issue on Industrial Services, International Journal of Service Industry Management, Vol. 8 No. 5, pp. 435‐52.

Paulin, M., Perrien, J., Ferguson, R.J., Alvarez Salazar, A.M. and Seruya, M.L. (1998), “Relational norms and client retention: external effectiveness of commercial banking in Canada and Mexico”, special issue on Customer‐Bank Relationships, International Journal of Bank Marketing, Vol. 16 No. 1, pp. 24‐31.

Reidenbach, R.E., Wilson, T.C., McClung, G.W. and Goeke, R.W. (1995), The Value Driven Bank: Strategies for Total Market Satisfaction, Irwin, Homewood, IL.

Schein, E.H. (1991), Organizational Culture and Leadership, 2nd ed., Jossey Bass, San Francisco, CA.

Schell, C. (1996), “Corporate banking”, in Buttle, F. (Ed.), Relationship Banking: Theory and Practice, Paul Chapman Publishing, London, pp. 91‐103.

Schneider, B. and Bowen, D.E. (1995), Winning the Service Game, Harvard Business School Press, Boston, MA.

Schmenner, R.W. (1992), “How can service businesses survive and prosper?”, in Lovelock, C.H., Managing Services: Marketing, Operations, and Human Resources, 2nd ed., Prentice‐Hall, Englewood Cliffs, NJ, pp. 31‐42.

Slater, S.F. (1997), “Developing a customer value‐based theory of the firm”, Journal of the Academy of Marketing Science, Vol. 25 No. 2, pp. 162‐7.

Triandis, H.C. (1983), “Dimensions of cultural variations as parameters of organizational theories”, International Studies of Management and Organization, Vol. 12 No. 4, pp. 139‐69.

Williamson, O.E. (1975), Markets and Hierarchies: Analysis and Antitrust Implications, The Free Press, New York, NY.

Woodruff, R.B. (1997), “Customer value: the next source for competitive advantage”, Journal of the Academy of Marketing Science, Vol. 25 No. 2, pp. 139‐53.

Thông tin
Thông tin xuất bản

Emerald

Thông tin tác giả