A Protocol for Customer Relationship Management Implementation and Evaluation. In 2001, companies worldwide invested US$20 billion (US$125 billion by 2004) in Customer Relationship Management (CRM). Despite the magnitude of this investment, the general consensus among practitioners is that most CRM systems have failed to live up to expectations. This is somewhat alarming, given that the theoretical underpinnings of relationship management are both well developed and intuitively sound. This pr ....A Protocol for Customer Relationship Management Implementation and Evaluation. In 2001, companies worldwide invested US$20 billion (US$125 billion by 2004) in Customer Relationship Management (CRM). Despite the magnitude of this investment, the general consensus among practitioners is that most CRM systems have failed to live up to expectations. This is somewhat alarming, given that the theoretical underpinnings of relationship management are both well developed and intuitively sound. This project investigates the contradiction between relationship theory and CRM practice. It will identify and synthesise critical factors in the success or failure of attempts to implement CRM as a preliminary stage to developing a protocol for successful CRM implementation and evaluation.Read moreRead less
Increasing Visitor Frequency: approach to understanding and forecasting how cultural attraction visitors respond to various incentives to increase visitation rates. Museums have been steadily losing visitors over the past decade. While current research indicates that this may be attributed to greater leisure competition, little is understood about how people make choices to visit or not to visit cultural attractions. The aim of this project is to develop, demonstrate and test a Random Utility Th ....Increasing Visitor Frequency: approach to understanding and forecasting how cultural attraction visitors respond to various incentives to increase visitation rates. Museums have been steadily losing visitors over the past decade. While current research indicates that this may be attributed to greater leisure competition, little is understood about how people make choices to visit or not to visit cultural attractions. The aim of this project is to develop, demonstrate and test a Random Utility Theory (RUT)-based modelling approach allowing managers of cultural attractions to understand and predict the likely visitation consequences of potential initiatives. We wish to model visitor choices of museums versus other competing attractions to allow museums to identify specific strategic actions (or combinations) to achieve organisational goals.Read moreRead less
New methods for analysing marketing Databases in the age of digital media. This is a time of enormous and rapid change in many areas of Australian business due to the introduction and widespread dissemination of digital media. It has resulted in the accumulation of large integrated databases of customer information and their transactions. Firms in all countries, particularly those challenged by distance and size, like Australia, are now seeking to find ways to make better use of their voluminous ....New methods for analysing marketing Databases in the age of digital media. This is a time of enormous and rapid change in many areas of Australian business due to the introduction and widespread dissemination of digital media. It has resulted in the accumulation of large integrated databases of customer information and their transactions. Firms in all countries, particularly those challenged by distance and size, like Australia, are now seeking to find ways to make better use of their voluminous information so as to make efficiency gains in their business processes, strategic decision-making and customer relationship management. Our project aims to contribute to the ARC priority research goal of smart information use by developing new methodologies for the analysis of these large integrated databases.Read moreRead less
Examination of consumers' and food industry's use and views of plant-based food products. Plant food products such as cereal grains, fruits, vegetables and legumes can provide physiological benefits for consumers, value-adding opportunities for industry, and, ecological sustainability. This project will examine the factors driving consumer interest in this area and gauge the extent of industry and mass media influences over consumer demand.
Major outcomes of the project include greater under ....Examination of consumers' and food industry's use and views of plant-based food products. Plant food products such as cereal grains, fruits, vegetables and legumes can provide physiological benefits for consumers, value-adding opportunities for industry, and, ecological sustainability. This project will examine the factors driving consumer interest in this area and gauge the extent of industry and mass media influences over consumer demand.
Major outcomes of the project include greater understanding of consumer use of these foods, segmentation of the consumer market, novel segmentation instruments, a stronger basis for communication between industry and consumers regarding plant foods, and identification of opportunities and barriers to the production and marketing of novel plant food products.Read moreRead less
Can commerce be authentic? Developing and testing consumer-based measures of brand authenticity. Academics and practitioners identify the management of brand authenticity as a critical success factor in building brand equity. Significant opportunities exist for Australian firms to benefit from application of a brand authenticity scale in the development of brand communication strategies. In particular, small firms where reputation can be built on an authentic connection to family or regional his ....Can commerce be authentic? Developing and testing consumer-based measures of brand authenticity. Academics and practitioners identify the management of brand authenticity as a critical success factor in building brand equity. Significant opportunities exist for Australian firms to benefit from application of a brand authenticity scale in the development of brand communication strategies. In particular, small firms where reputation can be built on an authentic connection to family or regional history; tourism organisations where consumption is driven by authenticity; or exporters of local brands where perceptions of what is authentically Australian are critical. It is also significant for sports organisations where the opportunity to self-authenticate is a major motivation for consumers whether spectator or participant.Read moreRead less
An investigation into consumer perspectives on emotional, attitudinal and behavioural loyalty. Attracting and retaining loyal customers is central to the economic viability of organisations. Yet, scholars have not resolved how to define brand loyalty, what contributes to brand loyalty for different services, products and industries over time nor the appropriate application of brand loyalty measures in different contexts. Current conceptualisations overlook the role of emotion and its relations ....An investigation into consumer perspectives on emotional, attitudinal and behavioural loyalty. Attracting and retaining loyal customers is central to the economic viability of organisations. Yet, scholars have not resolved how to define brand loyalty, what contributes to brand loyalty for different services, products and industries over time nor the appropriate application of brand loyalty measures in different contexts. Current conceptualisations overlook the role of emotion and its relationship with the other dimensions of brand loyalty. The proposed project will be the first application of a prototype approach and one of the few studies to use quantitative longitudinal research techniques to further understanding of what brand loyalty is and how it develops.Read moreRead less
Healthy eating campaigns: perceptions of the message and messenger. This project will be a means to evaluate the likely effectiveness of some of the resolutions of the NSW Childhood Obesity Summit aimed at the commercial food industry and the media. The project will provide information for the food industry on consumers' perceptions of their credibility as a source of information about healthy eating. This will inform the development of communication campaigns, as well as provide guidance on de ....Healthy eating campaigns: perceptions of the message and messenger. This project will be a means to evaluate the likely effectiveness of some of the resolutions of the NSW Childhood Obesity Summit aimed at the commercial food industry and the media. The project will provide information for the food industry on consumers' perceptions of their credibility as a source of information about healthy eating. This will inform the development of communication campaigns, as well as provide guidance on development and marketing of 'healthier' brand extensions. The project will also have considerable benefit for public health. The findings will be relevant to government and non-government health promotion organisations considering the effectiveness of social marketing campaigns in association with food companies.Read moreRead less
Modelling the Diffusion of Innovation in Marketing Research. This project will identify and explain the utilisation of marketing research in Australian organisations. The major (but not exclusive) focus will be the diffusion of Internet-based marketing research innovations. Previous studies of marketing research have been limited, through focussing on only one sector (such as tourism) or aspect of usage, or by using small samples, or by excluding important Internet innovations or managerial eval ....Modelling the Diffusion of Innovation in Marketing Research. This project will identify and explain the utilisation of marketing research in Australian organisations. The major (but not exclusive) focus will be the diffusion of Internet-based marketing research innovations. Previous studies of marketing research have been limited, through focussing on only one sector (such as tourism) or aspect of usage, or by using small samples, or by excluding important Internet innovations or managerial evaluations. This project will investigate the diffusion of marketing research across many industrial sectors, over several years. The project will yield "benchmarking" benefits of immediate value, and enduring benefits through the continuing evaluation of innovative research practices.Read moreRead less
Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics. For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's (1998) perspective on brand relationships is used to unde ....Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics. For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's (1998) perspective on brand relationships is used to understand changes in brand behaviours as changes in underlying consumer-brand relationships. This study, using qualitative semi-structured interviews and longitudinal brand diary keeping, will uncover the personal, social, and cultural meanings associated with brand-related changes, significantly advancing our understanding of brand relationship dynamics.
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Modelling Consumer Decision States. This research will examine the evolution of consumer decision states as products/categories mature and investigate how choice experiments can be developed to predict new product choices. Technological developments have made it feasible to expose large numbers of respondents to choice experiments enhanced with a process of Information Acceleration. A longitudinal experimental approach is proposed that monitors consumers' awareness, consideration and choice for ....Modelling Consumer Decision States. This research will examine the evolution of consumer decision states as products/categories mature and investigate how choice experiments can be developed to predict new product choices. Technological developments have made it feasible to expose large numbers of respondents to choice experiments enhanced with a process of Information Acceleration. A longitudinal experimental approach is proposed that monitors consumers' awareness, consideration and choice for one mature and two new products. This will allow for the developing of models that take into account the different rates at which consumers progress through decision states, leading to improved forecasts of new product trial and adoption.Read moreRead less