McColl-Kennedy & TombsMcColl-Kennedy & Tombs

Professor Janet R. McColl-KennedyProfessor Janet R. McColl-KennedyUniversity of QueenslandUniversity of Queensland

AMA SERVSIG Doctoral Consortium AMA SERVSIG Doctoral Consortium

29 June 200629 June 2006

Acknowledgement – (former PhD student) Dr Alastair TombsAcknowledgement – (former PhD student) Dr Alastair Tombs

UQ BUSINESS SCHOOLUQ BUSINESS SCHOOL

Thesis developmentThesis development

Getting a topicGetting a topic

passion sustainable significant topic (first in field) wow factor sell it to advisor or advisor sells it to

candidate can I work with this person/team? pragmatic (doable in the 3-4 years) positioning – publishing, examiners

How will the thesis be examined?How will the thesis be examined?

sustained ability to carry out a program sustained ability to carry out a program of researchof research

significance (original findings)significance (original findings) demonstrates that candidate can demonstrates that candidate can

undertake independent researchundertake independent research effectively communicate findings effectively communicate findings publishablepublishable

Work habitsWork habits

don’t procrastinate – 3 years is not a lot of don’t procrastinate – 3 years is not a lot of timetime

““go to work” – 9am-6pmgo to work” – 9am-6pm set realistic writing targets (milestones)set realistic writing targets (milestones)

daily …what I will do today?daily …what I will do today? monthlymonthly annualannual

Plan to make several presentationsPlan to make several presentations AMA FrontiersAMA Frontiers AMA Summer/Winter/EMAC/ANZMACAMA Summer/Winter/EMAC/ANZMAC departmental seminarsdepartmental seminars small group – other Phdssmall group – other Phds

Coping strategiesCoping strategies

dealing with the red pendealing with the red pen

Phd blues – highs and lowsPhd blues – highs and lows

seeing the supervisorseeing the supervisor

social support groupsocial support group

Confirmation documentConfirmation document

significancesignificance

research designresearch design

research program (research questions, objectives, research program (research questions, objectives,

hypotheses, methods)hypotheses, methods)

gaps in the literaturegaps in the literature

literature reviewliterature review

studies 1,2,3studies 1,2,3

contributions (theoretical & practical)contributions (theoretical & practical)

glossaryglossary

Positioning the researchPositioning the research research question(s)research question(s) related literaturesrelated literatures read widely and deeplyread widely and deeply what are the key gaps in the literature?what are the key gaps in the literature? where does my work fit in?where does my work fit in? table of key literaturetable of key literature key themes/theorieskey themes/theories 5-6 key papers5-6 key papers

Overall summary of literature search

SERVICE OUTCOMESSatisfaction Service qualityRepeat purchase LoyaltyWOM Service recovery

CONSUMER INTERACTIONCustomer – CustomerCustomer – EmployeeCustomer - Setting

CUSTOMER RESPONSES

SERVICE EXPERIENCES

ARCHITECTURAL CONCEPTS OF PERSON-ENVIRONMENT INTERACTION

ATMOSPHERICSAmbient Factors

Design Factors

Social Factors

RELATIONSHIP MARKETINGCo-opting customersPart-time marketersImaginary Organisations

ENVIRONMENTAL PSYCHOLOGY

Approach / Avoidance

SOCIAL PSYCHOLOGYSocial facilitation

Citation Sample Environment Method Conclusions

Colour

Bellizzi, Crowley and Hasty (1983)

125 Adults Furniture store Laboratory experimentPhotographic slide simulations

Warm and cool colours created different emotional responses. Customers view red retail environments as more negative and unpleasant than blue.

Bellizzi, & Hite (1992) 70 Adult women107 Students

Televisions shown with different colour backgroundsFurniture stores

Laboratory experiments Photographic slide simulations

Study based on PAD affect measures and approach-avoidance behaviours.More positive retail outcomes occurred in blue environments than red.

Music

Smith and Curnow (1966)

1100 Supermarket shoppers

Retail store Field experiment

Time in store reduced with loud music but level of sales did not.

Milliman (1982) 216 Shoppers Supermarket Field experiment

The tempo of background music influenced the pace at which customers shopped. Slow tempo music slowed customers down but resulted in increased volume of sales.

Hui, Dubé and Chebat (1997)

116 Students Bank branch- waiting for service.

Laboratory experimentVideo simulation

The positive impact of music on approach behaviours is mediated by an emotional evaluation of the environment and the emotional response to waiting. Pleasurable music produced longer perceived waiting times.

Lighting

Areni and Kim (1994) 171 Shoppers Wine store Field experiment

The investigation found that brighter in-store lighting influenced shoppers to examine and handle more of the merchandise in the store

Summers and Hebert (2001)

2367 Customers Hardware storeApparel store

Field experiment

Confirmed Areni and Kims (1994) results. Increased levels of lighting will produce arousal and pleasure and increase the approach behaviours of customers.

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Theoretical Underpinning: Theoretical Underpinning: Previous Previous ModelsModels

The servicescape (Bitner 1992)

Environmental stimuli

Atmospherics

Employee responses

Customer responses

Employee

behaviours

Customer behaviou

rs

Physical features

Specifically excludes the social aspects

Approach - avoidance

CognitiveEmotionalPhysiological

Modera

tors

Literature review - exampleLiterature review - example

Approach – Avoidance Theory

(Mehrabian and Russell 1974; Donovan and Rossiter 1984).

Draws from the SOR paradigm People respond to the environment

through either approach or avoidance behaviours (Mehrabian and Russell 1974).

Employee responses

Customer Affect

Employee

behaviours

Customer Behaviour

s

Environmental stimuli

Atmospherics

Theoretical Underpinning: Previous Models

Social Facilitation Theory

(Platania and Moran, 2001; Zajonc, 1965)

The mere presence (or absence) of others in the environment will have an effect on human behaviour.

Employee responses

Customer responses

Employee

behaviours

Customer behaviour

s

Environmental stimuli

Audience

Theoretical Underpinning: Previous Models

Employee responses

Customer responses

Employee

behaviours

Customer behaviour

s

Environmental stimuli

Place

Occasion

Theoretical Underpinning: Previous Models

Behaviour Setting Theory(Barker 1968;

Cassidy 1997)

The Behaviour Setting is one aspect of the environment that determines the individual and

interpersonal behaviour of those within it. Basic unit of the environment - Place or occasion

specific

Affective Events Theory (Weiss and Cropanzano 1996)

• Environmental features will influence the individuals affective state by facilitating or creating affective events

Employee responses

Customer Affect

Employee

behaviours

Customer behaviours

Environmental stimuli

Affective Events

Theoretical Underpinning: Previous Models

Dispositions

Repurchase

Intentions

Organisational Goals

Customer Goals

Customer

Affect

Susceptibility to emotional contagion

Awareness of the emotions of others

Elements of theSocial

Servicescape

Customer’s Affective

Responses

Customer’s Cognitive

Responses

Purchase

Occasion

Social Density

Displayed

emotions of

others

Main EffectsInteraction Effects

Development of a new conceptual

framework: SOCIAL SERVICESCAPE

REVIEW OF LITERATUREServices MarketingAtmosphericsEnvironmental psychologySocial Psychology

INITIAL THEORETICAL FRAMEWORK

STUDY 1RESEARCH RESEARCH APPROACH METHODSQualitative ObservationAnalytic Induction Behavioural Mapping

STUDY 3 RESEARCH RESEARCH APPROACH METHODS Quantitative Experimentation Deductive 2x2x3 Factorial

FINAL THEORETICAL FRAMEWORK

CONTRIBUTION TO THEORY

ADJUSTEDTHEORETICAL FRAMEWORK

Research Design

STUDY 2RESEARCH RESEARCH APPROACH METHODS Qualitative Focus Groups Analytic Induction

Research Method

Data SampleSize

Objectives Hypotheses Analyses

Study 1

Observation Qual.. 25 sessions Objectives1 - To conduct an exploratory study to gain an in-depth insight into the actual behaviour that occurs in social servicescapes by observing and describing the experiences of actual customers. 2 – To clarify purchase occasion in a café setting, which can be used in Study 2.

Behavioural mapping

Manual Thematic Breakdown

Study 2

Focus Groups Qual. 4 focus groups of 8-10

Objectives1 - To explore what customers feel about the presence of other customers in a service setting using their own experiences (in terms of shared and personal purchase occasions). 3 - To provide a clearer understanding of the constructs of “purchase occasion” “social density” and “displayed emotions of others” that will be used in Study 2. 4 - Refine the behavioural model of the social servicescape (refer Figure 4).

Manual Thematic Breakdown

Study 3

Pre StudyPanel of Experts

Qual / Quant

10 Objectives1 - To test the face validity of the scenarios (eg shared or personal purchase occasions).

Hypotheses:Main effects – Situation on customer emotionsH1a – H1b – H2a – H2b – H3 –

Main Effects – Customer emotion on repurchase intentionsH4 –

Interaction Effects – Social Density and Displayed emotionsH5a -H5b –

Interaction effects – customer’s susceptibility to emotional contagionH6a –

Interaction effects – Customer’s awareness of the emotions of othersH6b –

Multi-variate analysis of Variance

Pilot Study (Study 3a)Experimental Design

Quant 100 Objectives1 - To undertake manipulation checks of written versions of the scripts to be later used in producing video scenarios for the main study. 2 - To test the reliability and validity of the scales used to measure the constructs

Main Study (Study 3b) Experimental Design

Quant 300+12 response groups x min 25 respondents

Objectives1 - To verify the direction and intensity of the relationship between the constructs of the behavioural model of social servicescapes.

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Write, write, write, write, write…Write, write, write, write, write…

chunks of writingchunks of writing it can’t be perfect first time (a sculpture!)it can’t be perfect first time (a sculpture!) drafts - but practice makes perfectdrafts - but practice makes perfect templatestemplates

The aim of this chapter/paper is to ….. The aim of this chapter/paper is to ….. What we are going to do? (aims and objectives)What we are going to do? (aims and objectives) How we went about it? (method – sample, approach, How we went about it? (method – sample, approach,

instrument)instrument) What did we find? (findings)What did we find? (findings) What does it mean? (discussion theoretical and What does it mean? (discussion theoretical and

practical significance, limitations, need for further practical significance, limitations, need for further research,)research,)

References – must be perfect! endnoteReferences – must be perfect! endnote

Write, revise, re-write, revise, Write, revise, re-write, revise, re-write…re-write…

many draftsmany drafts drafts help to sharpen the focus and drafts help to sharpen the focus and

argumentargument the first draft is about getting the ideas on the first draft is about getting the ideas on

paper so that you as the writer can reflect paper so that you as the writer can reflect on your thoughts and argumentson your thoughts and arguments

leave some time in between draftsleave some time in between drafts working drafts should be shown to others working drafts should be shown to others

for comment Does it make sense? What is for comment Does it make sense? What is not clear? Does it link well together?not clear? Does it link well together?

circle of friends circle of friends

TemplatesTemplates

Sample chapterSample chapter IntroductionIntroduction

The previous chapter…. However, …. Therefore, this The previous chapter…. However, …. Therefore, this current chapter….current chapter….

ObjectivesObjectives The aim of this chapter is to ….. The aim of this chapter is to …..

Research Method (design, sample, analyses etc) Research Method (design, sample, analyses etc) Results (findings, links to other research)Results (findings, links to other research) ConclusionConclusion

Summarize and signal what the reader should expect Summarize and signal what the reader should expect next next

RememberRemember it’s a journey – at first it seems a long it’s a journey – at first it seems a long

journey and I’ve got plenty of timejourney and I’ve got plenty of time StagesStages

OptimisticOptimistic I’m never going to make itI’m never going to make it Can’t wait to finishCan’t wait to finish

keep it in perspective – it’s a PhD not a keep it in perspective – it’s a PhD not a Nobel prize!Nobel prize!

be thoroughbe thorough keep focusedkeep focused be persistent – test of perseverancebe persistent – test of perseverance That’s POST DOC!That’s POST DOC!