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A trial engagement? Innovative free and other service trials
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| Zeitschriftentitel: | Journal of Services Marketing |
|---|---|
| Personen und Körperschaften: | , , , |
| In: | Journal of Services Marketing, 32, 2018, 1, S. 46-56 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Emerald
|
| Schlagwörter: |
| author_facet |
Bednall, David H.B. Oppewal, Harmen Laochumnanvanit, Krongjit Nguyen, Cuc Bednall, David H.B. Oppewal, Harmen Laochumnanvanit, Krongjit Nguyen, Cuc |
|---|---|
| author |
Bednall, David H.B. Oppewal, Harmen Laochumnanvanit, Krongjit Nguyen, Cuc |
| spellingShingle |
Bednall, David H.B. Oppewal, Harmen Laochumnanvanit, Krongjit Nguyen, Cuc Journal of Services Marketing A trial engagement? Innovative free and other service trials Marketing |
| author_sort |
bednall, david h.b. |
| spelling |
Bednall, David H.B. Oppewal, Harmen Laochumnanvanit, Krongjit Nguyen, Cuc 0887-6045 Emerald Marketing http://dx.doi.org/10.1108/jsm-12-2016-0420 <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This paper aims to discover how consumers process an innovative set of systematically varied service trial offers and how this affects their learning and interaction as precursors to customer engagement.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>The research uses experiments that manipulate pricing, type of service and delivery method. A repeated-measures design was used with a sample of 396 participants.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Free (as opposed to cost or full price) service trials were more likely to be accepted, with perceived truthfulness of the trial offer and perceived obligation mediating the relationship. Credence service trials generate higher levels of perceived obligation than experience service trial offers, while personal services are more likely to lead to trial adoption.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>The research can be extended to well-recognized brands and further mixed service contexts.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>Trial offers of new services are best targeted at buyers who are in the likely buyer group. The trial offer may accelerate time to purchase and relieve perceived risks. The trials of credence services need further signals of quality in the trial itself for consumers to adopt the full service. With personal service trials, skeptical consumers need assurance as to what will happen after the trial experience. Free trials may actually devalue a service, threatening engagement.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>Uniquely, service trial offers are systematically manipulated using experience versus credence and personal versus impersonal trials to determine their effect on acceptance of the trial offer and the full service. Additionally, the study compares free, cost price and full price trial offers.</jats:p> </jats:sec> A trial engagement? Innovative free and other service trials Journal of Services Marketing |
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| title |
A trial engagement? Innovative free and other service trials |
| title_unstemmed |
A trial engagement? Innovative free and other service trials |
| title_full |
A trial engagement? Innovative free and other service trials |
| title_fullStr |
A trial engagement? Innovative free and other service trials |
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A trial engagement? Innovative free and other service trials |
| title_short |
A trial engagement? Innovative free and other service trials |
| title_sort |
a trial engagement? innovative free and other service trials |
| topic |
Marketing |
| url |
http://dx.doi.org/10.1108/jsm-12-2016-0420 |
| publishDate |
2018 |
| physical |
46-56 |
| description |
<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>This paper aims to discover how consumers process an innovative set of systematically varied service trial offers and how this affects their learning and interaction as precursors to customer engagement.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>The research uses experiments that manipulate pricing, type of service and delivery method. A repeated-measures design was used with a sample of 396 participants.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>Free (as opposed to cost or full price) service trials were more likely to be accepted, with perceived truthfulness of the trial offer and perceived obligation mediating the relationship. Credence service trials generate higher levels of perceived obligation than experience service trial offers, while personal services are more likely to lead to trial adoption.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Research limitations/implications</jats:title>
<jats:p>The research can be extended to well-recognized brands and further mixed service contexts.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Practical implications</jats:title>
<jats:p>Trial offers of new services are best targeted at buyers who are in the likely buyer group. The trial offer may accelerate time to purchase and relieve perceived risks. The trials of credence services need further signals of quality in the trial itself for consumers to adopt the full service. With personal service trials, skeptical consumers need assurance as to what will happen after the trial experience. Free trials may actually devalue a service, threatening engagement.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>Uniquely, service trial offers are systematically manipulated using experience versus credence and personal versus impersonal trials to determine their effect on acceptance of the trial offer and the full service. Additionally, the study compares free, cost price and full price trial offers.</jats:p>
</jats:sec> |
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| author | Bednall, David H.B., Oppewal, Harmen, Laochumnanvanit, Krongjit, Nguyen, Cuc |
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| description | <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This paper aims to discover how consumers process an innovative set of systematically varied service trial offers and how this affects their learning and interaction as precursors to customer engagement.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>The research uses experiments that manipulate pricing, type of service and delivery method. A repeated-measures design was used with a sample of 396 participants.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Free (as opposed to cost or full price) service trials were more likely to be accepted, with perceived truthfulness of the trial offer and perceived obligation mediating the relationship. Credence service trials generate higher levels of perceived obligation than experience service trial offers, while personal services are more likely to lead to trial adoption.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>The research can be extended to well-recognized brands and further mixed service contexts.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>Trial offers of new services are best targeted at buyers who are in the likely buyer group. The trial offer may accelerate time to purchase and relieve perceived risks. The trials of credence services need further signals of quality in the trial itself for consumers to adopt the full service. With personal service trials, skeptical consumers need assurance as to what will happen after the trial experience. Free trials may actually devalue a service, threatening engagement.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>Uniquely, service trial offers are systematically manipulated using experience versus credence and personal versus impersonal trials to determine their effect on acceptance of the trial offer and the full service. Additionally, the study compares free, cost price and full price trial offers.</jats:p> </jats:sec> |
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| spelling | Bednall, David H.B. Oppewal, Harmen Laochumnanvanit, Krongjit Nguyen, Cuc 0887-6045 Emerald Marketing http://dx.doi.org/10.1108/jsm-12-2016-0420 <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This paper aims to discover how consumers process an innovative set of systematically varied service trial offers and how this affects their learning and interaction as precursors to customer engagement.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>The research uses experiments that manipulate pricing, type of service and delivery method. A repeated-measures design was used with a sample of 396 participants.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Free (as opposed to cost or full price) service trials were more likely to be accepted, with perceived truthfulness of the trial offer and perceived obligation mediating the relationship. Credence service trials generate higher levels of perceived obligation than experience service trial offers, while personal services are more likely to lead to trial adoption.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>The research can be extended to well-recognized brands and further mixed service contexts.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>Trial offers of new services are best targeted at buyers who are in the likely buyer group. The trial offer may accelerate time to purchase and relieve perceived risks. The trials of credence services need further signals of quality in the trial itself for consumers to adopt the full service. With personal service trials, skeptical consumers need assurance as to what will happen after the trial experience. Free trials may actually devalue a service, threatening engagement.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>Uniquely, service trial offers are systematically manipulated using experience versus credence and personal versus impersonal trials to determine their effect on acceptance of the trial offer and the full service. Additionally, the study compares free, cost price and full price trial offers.</jats:p> </jats:sec> A trial engagement? Innovative free and other service trials Journal of Services Marketing |
| spellingShingle | Bednall, David H.B., Oppewal, Harmen, Laochumnanvanit, Krongjit, Nguyen, Cuc, Journal of Services Marketing, A trial engagement? Innovative free and other service trials, Marketing |
| title | A trial engagement? Innovative free and other service trials |
| title_full | A trial engagement? Innovative free and other service trials |
| title_fullStr | A trial engagement? Innovative free and other service trials |
| title_full_unstemmed | A trial engagement? Innovative free and other service trials |
| title_short | A trial engagement? Innovative free and other service trials |
| title_sort | a trial engagement? innovative free and other service trials |
| title_unstemmed | A trial engagement? Innovative free and other service trials |
| topic | Marketing |
| url | http://dx.doi.org/10.1108/jsm-12-2016-0420 |