ORCID Profile
0000-0002-5649-7090
Current Organisation
University of South Australia
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Publisher: SAGE Publications
Date: 08-2015
DOI: 10.1016/J.AUSMJ.2015.06.002
Abstract: Best–worst Scaling is one of the dominant measurement approaches in choice experimentation. When employed it provides substantial information on peoples’ preferences without making choice tasks prohibitively long. However, one concern with this method is that peoples’ selection of a best may not reflect the same preferences as when a worst is selected. Research into such an inconsistency between best and worst responses has found it to be a non-trivial and persistent problem. This research further investigates these inconsistencies and finds that they can largely be attributed to a relatively small group of people in the s le who do not anchor their worst responses onto their best responses as literature suggests they would. In fact, 25% of the participants in a s le account for between 50 and 60% of the inconsistent responses recorded. The presence of this group and their disproportionate contribution to the number of inconsistencies in best and worst responses provide strong evidence that there is heterogeneity in how consistently people formulate responses in best–worst tasks. Recommendations are made regarding how to accommodate this phenomenon in utility based choice models so that better predictions of choices can be made.
Publisher: SAGE Publications
Date: 24-08-2021
DOI: 10.1177/14707853211039189
Abstract: There have been frequent calls in the literature for a more comprehensive understanding of marketing impact on long-term firm performance. Retail scanner data has been the principal source of empirical evidence in this strategic domain, but it cannot explain the behavioural shifts that underpin the sales dynamics it reports. With the availability of far larger and extended household panels, it is now possible to observe the effects of accumulating penetration on brand and category buying over many years. This type of data nevertheless presents theoretical and methodological challenges to researchers. In this article, we discuss an approach to extending established marketing theory to long-run repeat buying and then outline the inherent constraints of long-term panels. We illustrate these challenges using one-, five- and 10-year panel datasets and present a research agenda to progress explanatory theories of long-run brand building and category growth in this new but so far mostly untapped resource.
Publisher: SAGE Publications
Date: 09-2015
Abstract: Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour. It asserts that large brands benefit from having more consumers who are also generally more loyal. Traditional methods for detecting double jeopardy patterns in consumer purchasing behaviour rely heavily on the availability of panel data. Although alternative methods have been proposed, these too require large quantities of data, making them costly to implement for many managers and researchers. This study proposes a new method for detecting double jeopardy patterns that requires only small s les of data. Using the instant coffee market in the US to test this new method, it is shown that repeated discrete choice experiments can produce proximate measures to those used as inputs to double jeopardy calculations. This approach gives researchers an economical and easy method to test whether a market conforms to double jeopardy, allowing them to keep managers informed about the properties of consumer purchase behaviour in their markets.
Publisher: Informa UK Limited
Date: 05-01-2021
Publisher: Informa UK Limited
Date: 02-04-2016
DOI: 10.1080/07359683.2016.1166864
Abstract: The quality of ambulance services has an immense impact on patients' future well-being and quality of life. Patient satisfaction is one of the key metrics for evaluating the quality of this service. Yet, the patient satisfaction measurement may be limited in its ability to accurately reflect this service quality, and even reflect factors beyond the patient experiences. We analyze 10 years of survey data to reveal a number of factors that systematically bias ambulance satisfaction ratings. Taking into account these biases provides more robust comparison of ambulance performance over time or across different jurisdictions.
Publisher: Informa UK Limited
Date: 04-02-2020
Publisher: Emerald
Date: 28-08-2023
DOI: 10.1108/JOSM-03-2022-0116
Abstract: The purpose is to review literature on sports season ticket subscriptions to distil current knowledge and guide future research and practice. A systematic literature review is conducted of research on sports season tickets, a long-established and innovative subscription category. In-depth examination of 28 papers showed a focus on drivers of satisfaction, churn and renewal causes, and product utilisation rates. Subscription markets typically involve many “solely loyal” consumers, most purchasing one or two subscriptions in a category. From reduced barriers to entry and exit to “curated” subscriptions, subscription marketing is changing very quickly. Sports marketers build relationships with subscribers using behavioural data, tier benefits to distinguish between casual and subscribing customers, and create recall and scarcity around key aspects of subscription to combat churn and increase utilisation. Scarce research on subscription marketing practices remains the primary limitation. Existing research suggests that strong connections between subscriber and organisation, heavy product utilisation and/or strong barriers to switching drive customer satisfaction and retention. Rapid expansion of subscription products should reduce “excess loyalty”, meaning that subscription models' main benefit will be limited to reoccurring revenue. Exceptions occur when consumers are heavily connected to the product or have little provider choice, so allocate their category buying exclusively. New subscription products face myriad challenges. Guidance on effective subscription marketing from sports marketing research and practice is outlined. By combining research on market structure, marketing empirical generalisations and subscription marketing, this paper guides future research and practice.
Publisher: Elsevier BV
Date: 07-2015
No related grants have been discovered for Steven Dunn.