ASU Electronic Theses and Dissertations
This collection includes most of the ASU Theses and Dissertations from 2011 to present. ASU Theses and Dissertations are available in downloadable PDF format; however, a small percentage of items are under embargo. Information about the dissertations/theses includes degree information, committee members, an abstract, supporting data or media.
In addition to the electronic theses found in the ASU Digital Repository, ASU Theses and Dissertations can be found in the ASU Library Catalog.
Dissertations and Theses granted by Arizona State University are archived and made available through a joint effort of the ASU Graduate College and the ASU Libraries. For more information or questions about this collection contact or visit the Digital Repository ETD Library Guide or contact the ASU Graduate College at gradformat@asu.edu.
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- All Subjects: Marketing
- Creators: Walker, Beth
- Creators: Shen, Wei
Description
Identifying factors associated with service infusion success has become an important issue in theory and practice, as manufacturers turn to services to advance performance. The goals of this dissertation are to identify the key factors associated with service infusion success and develop an integrative framework and associated research propositions to isolate the underlying determinants of successful hybrid solution strategies for business customers. This dissertation is comprised of two phases. The first phase taps into the experience and learning gained by executives from Fortune-100 manufacturing firms who are managing the transition from goods to hybrid offerings for their customers. A discovery-oriented, theory-in-use approach is adopted to glean insights concerning the factors that facilitate and hinder those service transition strategies. Twenty-eight interviews were conducted with key executives, transcripts were analyzed and key themes were identified with special attention directed to the particular capabilities that managers consider crucial for successful service-growth strategies. One such capability centers on the ability of a firm to successfully transfer newly-developed hybrid solutions from one customer engagement to another. Building on this foundation, phase two involves a case study that provides an in-depth examination of the hybrid offering replication process in a business-to-business firm attempting to replicate four strategic hybrid offerings. Emergent themes, based on 13 manager interviews, reveal factors that promote or impede successful hybrid offering transfer. Among the factors that underlie successful hybrid offering transfers across customer engagements are close customer relationships, a clear value proposition embraced by organizational numbers, an accurate forecast of market potential, and collaborative working relationships across units. The findings from the field studies provided a catalyst for a deeper examination of existing literature and formed the building blocks for the conceptual model and several key research propositions related to the successful transfer of hybrid offerings. The model isolates five sets of factors that influence the hybrid offering transfer process, including the characteristics of (1) the source project team, (2) the seeking project team, (3) the hybrid offering, (4) the relationship exchange, and (5) the customer. The conceptualization isolates the critical role that the customer assumes in service infusion strategy implementation.
ContributorsSalas, Jim (Author) / Walker, Beth (Thesis advisor) / Hutt, Michael D. (Thesis advisor) / Park, Sungho (Committee member) / Ulaga, Wolfgang (Committee member) / Arizona State University (Publisher)
Created2013
Description
The marketing and development of solutions has become an increasingly important concept in both marketing practice and theory. Recent conceptual work has defined solutions as sets of products and services that allow customers to achieve customized outcomes. Although the definition of a solution is becoming clearer, the process through which solution value is generated is still opaque. The purpose of this study was to add clarity to both marketing theory and practice by examining the solution value co-creation process in depth. Service-dominant logic, the relational view, service value co-creation, and theories of organizational learning and knowledge were the basis for this examination. Social capital was also examined to determine how these important relational concepts are involved in solution development. The study was conducted in four separate phases using a multi-method approach of quantitative surveys, qualitative surveys, and depth interviews. A large, multinational educational firm provided the context for the study which included access to their solution sales force and customer base. Quantitative data was collected from 97 key informants across 182 different customer opportunities for both new and existing solution engagements. Qualitative data was also collected from 71 respondents to provide a mixed-method triangulation of how solution value is created. Overall, the study provided strong support to the idea that knowledge sharing between solution providers and their customers plays a pivotal role in the co-creation of solution value.
ContributorsSellman, Collin (Author) / Hutt, Michael (Thesis advisor) / Kumar, Ajith (Committee member) / Walker, Beth (Committee member) / Arizona State University (Publisher)
Created2011
Description
In this study I investigate the factors that may influence consumer preference and choice in China’s home interior decoration industry. With the fast development of information technology such as the internet in China, it becomes increasingly important to have a more precise understanding of consumer preference and choice in home interior decoration decisions so that companies in this industry can provide better services to meet customer needs. Using survey data from a sample of potential customers and a sample of existing customers of a large home interior decoration company, I find that (1) internet has become the mostly used channel by consumers to gather information about home interior decoration, (2) design style is the most influential factor in consumers’ choice of home interior decoration company, and (3) consumers are more likely to choose home interior decoration companies to provide full services when they are between 35 to 45 years old or above 55 years old, when it is the first time for them to purchase a real estate property, and when they are located in the Eastern region of China. Findings of this study can help home interior decoration companies better understand customer needs and preferences, facilitate changes in their marketing and sales strategies, and consequently strengthen their competitive advantage．
ContributorsYang, Jin (Author) / Shen, Wei (Thesis advisor) / Zhang, Anmin (Committee member) / Gu, Bin (Committee member) / Arizona State University (Publisher)
Created2015
Description
Understanding the customer experience, which requires a thorough knowledge of all touchpoints that can result from the way that a product is marketed, sold, and used has recently been identified as a research priority by the Marketing Science Institute. Although recent research has examined some aspects of the customer experience, research has yet to examine the way in which the full spectrum of touchpoint experiences may drive particular marketing performance metrics. Significant challenges to this line of research are the complex network of relationships that competing firms have forged with channel partners, the relationships that focal customers have with other customers in social networks and user communities, and the relationships that customers have with the brand and with channel partners. To address these challenges, this paper examined the customer experience and its effects on loyalty and commitment through three research projects conducted in the consumer aviation market. The first and second studies examined these touchpoint experiences using archival data supplied by an avionics manufacturer. Results from these studies showed the importance of the customer experience in accounting for customer loyalty. The final study examined the role of identity in shaping the customer experience among aircraft owners through a series of depth interviews. Results from these interviews illustrated the importance of identity in shaping the customer experience, and provided insights into how individuals attempt to use their consumption experiences to reinforce a sense of identity
ContributorsLoveland, James (Author) / Hutt, Michael (Thesis advisor) / Kumar, Ajith (Committee member) / Walker, Beth (Committee member) / Arizona State University (Publisher)
Created2011
Description汽车行业属于国家支柱型产业，创造了高额的产值，增加了就业岗位。随着汽车生产行业竞争日趋激烈的趋势影响，汽车经销商在未来会出现明显的分化，并且逐步向头部集中。基于这样的行业背景，本项研究开展汽车经销商整体经营和盈利能力等方面的详细深入分析，即系统整合汽车经销商业务运营层面和财务层面数据，结合统计研究方法，对经销商盈利能力进行系统且详实归因分析，从而试别驱动盈利能力的关键业务要素。其研究成果能够完善对行业发展规律和经营模式系统性理解，从而进一步指导该领域的相关业务实践，提高经销商整体经营业绩。本课题通过四个阶段来开展经销商整体经营与盈利归因的相关研究。首先，本课题梳理了中国汽车消费行业发展的历史，同时阐述样本期内（2018-2020年）国内宏观经济和汽车消费市场的特征进行，并介绍X品牌汽车经销商的地理分布、资质和业绩评级体系、自身经营特征以及汽车生产商对经销商扶持政策等方面。在第二阶段，本课题聚焦研究假设、模型与方法，通过对X品牌汽车经销商的业务结构和运营管理开展分析，并逐步识别影响经销商盈利的关键指标变量，并提出研究假设和相关模型（即时间序列模型和面板回归模型）。在第三阶段，本课题首先开展经销商相关信息整体性统计分析，获得关键业务指标在样本期内动态特征，并结合时间序列回归模型探讨各项业务指标对经销商整体盈利能力的影响程度。在第四阶段，本课题采用（个体）固定效应的面板回归模型来研究不同组别（控制）条件下经销商盈利能力的影响因素以及其盈利能力对这些因素的敏感程度，从而更深入和全面地揭示影响经销商盈利能力的潜在因素。
基于上述四阶段的研究结果，本研究进一步就提升经销商盈利能力展开讨论，并提出相应对策。本课题相关结论仅从X品牌汽车经销商经营和财务数据进行定性和定量分析获得，但衷心希望本研究的成果能够对汽车经销商改善经营业务方面能起到实践上的借鉴和指导意义。
ContributorsPan, Guangxiong (Author) / Shen, Wei (Thesis advisor) / Wu, Fei (Thesis advisor) / Zhu, Qigui (Committee member) / Arizona State University (Publisher)
Created2022