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- Creators: Arizona State University
- Creators: Department of Finance
- Member of: Theses and Dissertations
- Status: Published
Description
Customers today, are active participants in service experiences. They are more informed about product choices, their preferences and tend to actively influence customer and firm related outcomes. However, differences across customers become a significant challenge for firms trying to ensure that all customers have a `delightful' consumption experience. This dissertation studies customers as active participants in service experiences and considers three dimensions of customer participation -- in-role performance; extra-role performance-citizenship and elective behavior; and information sharing -- as its focal dependent variables. This study is grounded in services marketing, customer co-production and motivation literatures. The theoretical model proposes that customer behaviors are goal-directed and different consumers will have different reactions to the service quality because they have different assessments of progress towards their goals and (consequently) different levels of participation during the service experience. Customer role clarity and participation behavior will also influence the service experience and firm outcomes. A multi-step process was adopted to test the conceptual model, beginning with qualitative and quantitative pretests; followed by 2 studies (one cross-sectional and other longitudinal in nature). Results prove that customer participation behaviors are influenced by service quality directly and through the mediated path of progress towards goals. Assessment of progress towards goals directly influences customer participation behaviors cross-sectionally. Service quality from one service interaction influences customer in-role performance and information sharing in subsequent service interactions. Information sharing influences service quality in subsequent service interactions. Role-clarity influences in-role and extra-role performance cross-sectionally and influences these behaviors longitudinally only in the early stages of the customer-firm relationship. Due to multi-collinearity, the moderating effect of customer goals on assessment of progress towards goals could not be tested. The study findings contribute to the understanding of customer participation behaviors in service interactions for both academics and managers. It contributes to the literature by examining consumption during the service interaction; considering customers as active participants; explaining differences in customer participation; integrating a forward-looking component (assessment of progress towards goals) and a retrospective component (perceptions of service quality) to explain customer participation behaviors over time; defining and building measures for customer participation behavior.
ContributorsSaxena, Shruti (Author) / Mokwa, Michael (Thesis advisor) / Bitner, Mary Jo (Committee member) / Bolton, Ruth N (Committee member) / Olsen, Grant D (Committee member) / Arizona State University (Publisher)
Created2010
Description
This research examines the effects of using similar vs. dissimilar models in health messages on message compliance. I find that level of self-awareness moderates the effect of model similarity on message compliance. Across three studies, I demonstrate that when self-awareness is high, a health message that contains a similar model leads to higher compliance than the same message containing a dissimilar model. On the other hand, when self-awareness is low, a health message that contains a similar model leads to lower message compliance than the same message containing a dissimilar model. Additionally, I demonstrate that the increased compliance observed when self-awareness is high and a similar model is used is associated with self-enhancing behavior and increased engagement with the ad, while the decreased compliance observed when self-awareness is low and a similar model is used is associated with disregarding the ad.
ContributorsLoveland, Katherine (Author) / Mandel, Naomi (Thesis advisor) / Miller, Elizabeth G. (Committee member) / Morales, Andrea C. (Committee member) / Smeesters, Dirk (Committee member) / Arizona State University (Publisher)
Created2011
Description
Federal education policies call for school district leaders to promote classroom technology integration to prepare students with 21st century skills. However, schools are struggling to integrate technology effectively, with students often reporting that they feel like they need to power down and step back in time technologically when they enter classrooms. The lack of meaningful technology use in classrooms indicates a need for increased teacher preparation. The purpose of this study was to investigate the impact a coaching model of professional development had on school administrators` abilities to increase middle school teachers` technology integration in their classrooms. This study attempted to coach administrators to develop and articulate a vision, cultivate a culture, and model instruction relative to the meaningful use of instructional technology. The study occurred in a middle school. Data for this case study were collected via administrator interviews, the Principal`s Computer Technology Survey, structured observations using the Higher Order Thinking, Engaged Learning, Authentic Learning, Technology Use protocol, field notes, the Technology Integration Matrix, teacher interviews, and a research log. Findings concluded that cultivating change in an organization is a complex process that requires commitment over an extended period of time. The meaningful use of instructional technology remained minimal at the school during fall 2010. My actions as a change agent informed the school`s administrators about the role meaningful use of technology can play in instruction. Limited professional development, administrative vision, and expectations minimized the teachers` meaningful use of instructional technology; competing priorities and limited time minimized the administrators` efforts to improve the meaningful use of instructional technology. Realizing that technology proficient teachers contribute to student success with technology, it may be wise for administrators to incorporate technology-enriched professional development and exercise their leadership abilities to promote meaningful technology use in classrooms.
ContributorsRobertson, Kristen (Author) / Moore, David (Thesis advisor) / Cheatham, Greg (Committee member) / Catalano, Ruth (Committee member) / Arizona State University (Publisher)
Created2011
Description
Separation from a loved one is a highly stressful event. The range and intensity of emotions accompanying such a separation arguably are amplified when one's spouse deploys. This thesis examines at-home spouses (AHSs) of deployed military and how emotion, marital satisfaction, and communication are impacted throughout the deployment cycle. Additionally, I explore technology as a possible coping mechanism to help AHSs adapt and overcome stressfulness of deployment. One hundred sixty-six married females with a partner currently deployed, anticipating deployment, or recently returned from deployment completed an on-line survey. It was predicted AHSs would experience specific emotions during each phase, categorized as "anticipatory," (e.g., anger, worry) "absence" (e.g., lonely, sad) or "post" (e.g., happiness, relief); marital satisfaction also was predicted to be higher among spouses whose partner recently returned from deployment versus was deployed or anticipating deployment. Data showed AHSs whose partner was anticipating or currently deployed reported more "anticipatory" and "absence" emotions than AHSs with a recently returned partner. The former two groups did not differ in these emotions. AHSs with a recently returned partner reported more "post" emotions than the other two groups. Marital satisfaction did not differ based on deployment status. It was also predicted that among AHSs with a currently deployed partner, less negative emotion upon deployment would be associated with more frequent communication during deployment. Data showed AHSs who reported less negative emotion upon deployment engaged in more frequent communication with their deployed partner. Lastly, I predicted AHSs whose partners are currently deployed and who prefer modes of communication allowing direct contact (e.g., Skype) will experience less negative emotions than AHSs who prefer indirect contact (e.g., e-mail). Data showed reports of negative emotion did not differ based on preference for direct versus indirect communication. Therefore, negative emotions may develop and persist before and during deployment, but when the partner returns home, spouses do experience a rebound of positive emotions. Additionally, emotions at the time of deployment may be useful in predicting spouses' communication frequency during deployment. Findings aim to provide knowledge of family life during separation and explore technology as a possible coping mechanism for AHSs.
ContributorsPowell, Katrina D (Author) / Roberts, Nicole A. (Thesis advisor) / Burleson, Mary H. (Committee member) / Hall, Deborah (Committee member) / Arizona State University (Publisher)
Created2011
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
Arizona has an abundant solar resource and technologically mature systems are available to capture it, but solar energy systems are still considered to be an innovative technology. Adoption rates for solar and wind energy systems rise and fall with the political tides, and are relatively low in most rural areas in Arizona. This thesis tests the hypothesis that a consumer profile developed to characterize the adopters of renewable energy technology (RET) systems in rural Arizona is the same as the profile of other area residents who performed renovations, upgrades or additions to their homes. Residents of Santa Cruz and Cochise Counties who had obtained building permits to either install a solar or wind energy system or to perform a substantial renovation or upgrade to their home were surveyed to gather demographic, psychographic and behavioristic data. The data from 133 survey responses (76 from RET adopters and 57 from non-adopters) provided insights about their decisions regarding whether or not to adopt a RET system. The results, which are statistically significant at the 99% level of confidence, indicate that RET adopters had smaller households, were older and had higher education levels and greater income levels than the non-adopters. The research also provides answers to three related questions: First, are the energy conservation habits of RET adopters the same as those of non-adopters? Second, what were the sources of information consulted and the most important factors that motivated the decision to purchase a solar or wind energy system? And finally, are any of the factors which influenced the decision to live in a rural area in southeastern Arizona related to the decision to purchase a renewable energy system? The answers are provided, along with a series of recommendations that are designed to inform marketers and other promoters of RETs about how to utilize these results to help achieve their goals.
ContributorsPorter, Wayne Eliot (Author) / Reddy, T. Agami (Thesis advisor) / Pasqualetti, Martin (Committee member) / Larson, Kelli (Committee member) / Kennedy, Linda (Committee member) / Arizona State University (Publisher)
Created2011
Description
Haiti has witnessed high deforestation rates in recent decades, caused largely by the fuel needs of a growing population. The resulting soil loss is estimated to have contributed towards a decline in agricultural productivity of 0.5% -1.2% per year since 1997. Recent studies show the potential of biochar use through pyrolysis technology to increase crop yields and improve soil health. However, the appropriateness of this technology in the context of Haiti remains unexplored. The three objectives of this research were to identify agricultural- and fuel-use-related needs and gaps in rural Haitian communities; determine the appropriateness of biochar pyrolyzer technology, used to convert agricultural biomass into a carbon-rich charcoal; and develop an action-oriented plan for use by development organizations, communities, and governmental institutions to increase the likelihood of adoption. Data were collected using participatory rural appraisal techniques involving 30 individual interviews and three focus-group discussions in the villages of Cinquantin and La Boule in the La Coupe region of central Haiti. Topics discussed include agricultural practices and assets, fuel use and needs, technology use and adoption, and social management practices. The Sustainable Livelihoods framework was used to examine the assets of households and the livelihood strategies being employed. Individual and focus group interviews were analyzed to identify specific needs and gaps. E.M. Rogers' Diffusion of Innovations theory was used to develop potential strategies for the introduction of pyrolysis technology. Preliminary results indicate biochar pyrolysis has potential to address agricultural and fuel needs in rural Haiti. Probable early adopters of biochar technology include households that have adopted new agricultural techniques in the past, and those with livestock. Education about biochar, and a variety of pyrolysis technology options from which villagers may select, are important factors in successful adoption of biochar use. A grain mill as an example in one of the study villages provides a model of ownership and use of pyrolysis technology that may increase its likelihood of successful adoption. Additionally, women represent a group that may be well suited to control a new local biochar enterprise, potentially benefiting the community.
ContributorsDelaney, Michael Ryan (Author) / Aggarwal, Rimjhim (Thesis advisor) / Chhetri, Nalini (Committee member) / Henderson, Mark (Committee member) / Arizona State University (Publisher)
Created2011
Description
This thesis develops a low-investment marketing strategy that allows low-to-mid level farmers extend their commercialization reach by strategically sending containers of fresh produce items to secondary markets that present temporary arbitrage opportunities. The methodology aims at identifying time windows of opportunity in which the price differential between two markets create an arbitrage opportunity for a transaction; a transaction involves buying a fresh produce item at a base market, and then shipping and selling it at secondary market price. A decision-making tool is developed that gauges the individual arbitrage opportunities and determines the specific price differential (or threshold level) that is most beneficial to the farmer under particular market conditions. For this purpose, two approaches are developed; a pragmatic approach that uses historic price information of the products in order to find the optimal price differential that maximizes earnings, and a theoretical one, which optimizes an expected profit model of the shipments to identify this optimal threshold. This thesis also develops risk management strategies that further reduce profit variability during a particular two-market transaction. In this case, financial engineering concepts are used to determine a shipment configuration strategy that minimizes the overall variability of the profits. For this, a Markowitz model is developed to determine the weight assignation of each component for a particular shipment. Based on the results of the analysis, it is deemed possible to formulate a shipment policy that not only increases the farmer's commercialization reach, but also produces profitable operations. In general, the observed rates of return under a pragmatic and theoretical approach hovered between 0.072 and 0.616 within important two-market structures. Secondly, it is demonstrated that the level of return and risk can be manipulated by varying the strictness of the shipping policy to meet the overall objectives of the decision-maker. Finally, it was found that one can minimize the risk of a particular two-market transaction by strategically grouping the product shipments.
ContributorsFlores, Hector M (Author) / Villalobos, Rene (Thesis advisor) / Runger, George C. (Committee member) / Maltz, Arnold (Committee member) / Arizona State University (Publisher)
Created2011
Description
Effectively educating students with autism is a necessary element in providing all students with a free and appropriate public education, and as the number of students diagnosed with an autism spectrum disorder continues to increase in both public and private educational settings, providing successful and satisfactory professional development opportunities in the area of autism is becoming increasingly essential. This study explored the experiences of twenty-three educators in a suburban southwest K-12 public school district, as they participated in a fifteen-hour professional development course in an online or face-to-face format, and collaboratively problem-solved their challenges in educating students with autism. Qualitative data was collected from participants' weekly written reflections and comments from a pre- and post-survey on attitudes, to determine quality of and satisfaction with collaboration in relation to course format. Results indicated that the online format produced higher-quality collaboration when it came to presenting one's own situation(s) to the group, finding group discussions helpful, having enough time to collaborate, providing feedback/suggestions to group members, and perceiving suggestions for one's own situation as helpful (as evidenced by the number of suggestions that participants said they would likely implement). The face-to-face format produced higher-quality collaboration when it came to in-depth problem-solving regarding a situation, implementing suggestions for one's own situation, and relating course content to collaborative activities. Participants' attitudes about using technology as a means of collaboration showed little change overall from pre- to post-survey. Though slight increases in positive attitudes concerning technology were found in various areas, many participants still thought highly of a face-to-face format for collaborative purposes, even after participating in the online professional development course. Findings may be of use to educational institutions developing online or face-to-face professional development opportunities in the area of autism.
ContributorsWozniak, Renee M (Author) / McCoy, Kathleen M. (Thesis advisor) / Puckett, Kathleen (Committee member) / Gehrke, Rebecca (Committee member) / Arizona State University (Publisher)
Created2011
Description
We apply a Bayesian network-based approach for determining the structure of consumers' brand concept maps, and we further extend this approach in order to provide a precise delineation of the set of cognitive variations of that brand concept map structure which can simultaneously coexist within the data. This methodology can operate with nonlinear as well as linear relationships between the variables, and utilizes simple Likert-style marketing survey data as input. In addition, the method can operate without any a priori hypothesized structures or relations among the brand associations in the model. The resulting brand concept map structures delineate directional (as opposed to simply correlational) relations among the brand associations, and differentiates between the predictive and the diagnostic directions within each link. Further, we determine a Bayesian network-based link strength measure, and apply it to a comparison of the strengths of the connections between different semantic categories of brand association descriptors, as well as between different strategically important drivers of brand differentiation. Finally, we apply a precise form of information propagation through the predictive and diagnostic links within the network in order to evaluate the effect of introducing new information to the brand concept network. This overall methodology operates via a factorization of the joint distribution of the brand association variables via conditional independence properties and an application of the causal Markov condition, and as such, it represents an alternative approach to correlation-based structural determination methods. By using conditional independence as a core structural construct, the methods utilized here are especially well- suited for determining and analyzing asymmetric or directional beliefs about brand or product attributes. This methodology builds on the pioneering Brand Concept Mapping approach of Roedder John et al. (2006). Similar to that approach, the Bayesian network-based method derives the specific link-by-link structure among a brand's associations, and also allows for a precise quantitative determination of the likely effects that manipulation of specific brand associations will have upon other strategically important associations within that brand image. In addition, the method's precise informational semantics and specific structural measures allow for a greater understanding of the structure of these brand associations.
ContributorsBrownstein, Steven Alan (Author) / Reingen, Peter (Thesis advisor) / Kumar, Ajith (Committee member) / Mokwa, Michael (Committee member) / Arizona State University (Publisher)
Created2013