Dr. L. Jean Walker
Publications
Articles
"The Measurement of Word-of-Mouth Communication and an Investigation of Service
Quality and Customer Commitment as Potential Antecedents," Journal of Service Research,
4(1) (August), 60-75.
Abstract. The current research systematically develops and empirically validates a scale to
measure word-of-mouth communication and investigates two forms of customer
commitment and service quality as potential antecedents. The findings support the
hypotheses that affective commitment is positively related to word-of-mouth communication
but that high sacrifice commitment is not related to word-of-mouth communication.
Interestingly, the effect of service quality on word-of-mouth communication appears to be
industry dependent. A distinction is made between word-of-mouth activity and word-ofmouth praise.
“Service Quality in the Hair Salon Industry,” Journal of Business Disciplines, 1(1) (Fall 2000)
37-52.
Purpose. The purpose of this paper is to examine the components of service quality using
data collected from the hair salon industry, an industry having characteristics that may be
substantively different from industries examined to date. That is, hair salon services (1)
involve tangible actions, (2) are directed at people's bodies rather than at goods or other
physical possessions, (3) typically require that providers exercise considerable judgment in
meeting individual consumer needs, and (4) are high in experience (rather than credence)
qualities (see Lovelock 1991).
"Building E-Support for Cause-Related Marketing Through Strategic Alliances,” The
International Journal of Nonprofit and Voluntary Sector Marketing: Special Issue on
Fundraising, with Kathleen Williamson, 5(3), (2000), 248-259.
Abstract. New opportunities for nonprofit organizations to reach new donors and volunteers
are being generated by an accelerated interest in cause-related marketing on the part of
both consumers and business firms, in conjunction with the emergence of the Internet.
Together, these conditions have created a climate conducive for nonprofit alliances with
corporations to become one of the fastest growing forms of marketing today. This paper
examines online cause-related marketing from the fundraiser's perspective, and sets forth a
series of marketing management implications of building relationships with businesses and
their customers as potential donors on the Internet.
"A Comprehensive Pedagogy for Dialectic, Team-Based Marketing Management Case
Analysis," The Journal of Education for Business, 75(4), (2000), 241-245.
Abstract. The case study method, popularly used by business schools to challenge students
with real-world problem analysis and decision-making, offers many benefits to marketing
management students. This article introduces an innovative and comprehensive method for
using case study analyses in a team-based, marketing classroom. All details of the
pedagogy are discussed, including preliminary organization, format of the class session, and
specific grading criteria. The merits and limitations of the proposed pedagogy are
examined.
"An Examination of Exercised Power in Vertically Integrated Distribution Channels for
Goods and Services," The Journal of Marketing Channels with S. Altan Erdem, 6(3/4),
(1998), 109-130.
Abstract. The concepts of vertical integration and power use are summarized and various
propositions about the potential relationships between the two are presented. Both physical
goods industries and service industries are considered. The propositions are intended to
provide market researchers with better insight as to power use in integrated channel
structures.
“The Name Game,” in Great Ideas for Teaching Marketing, 4th Edition (1998), Joseph F.
Hair, Jr., Charles W. Lamb, Carl McDaniel, and Scott S. Roach, eds., Cincinnatti,
OH:Southwestern College Publishing
“Media Kit Exercise,” in Great Ideas for Teaching Marketing, 4th Edition (1998), Joseph F.
Hair, Jr., Charles W. Lamb, Carl McDaniel, and Scott S. Roach, eds., Cincinnatti,
OH:Southwestern College Publishing
"Managing Channel Relationships: Toward an Identification of Effective Promotional
Strategies in Vertical Marketing Systems," Journal of Marketing Theory and Practice, Special
Issue on Relationship Marketing, with S. Altan Erdem, 5(2), (Spring 1997).
Abstract. As it is stated in the literature, relationship marketing refers to establishing,
developing, and maintaining successful relational exchanges. Promotion is one of the key
variables of the marketing mix that plays a crucial role in this process. Accordingly, this
paper takes the first step toward an identification of effective promotional strategies in
channels. More specifically, the paper presents an examination of the interaction between
promotion and power balance in vertical marketing systems from the producer's as well as
the dealer's perspective.
"The Relative Effects of National Stereotype and Advertising Information on the Selection
of a Service Provider: An Empirical Study," Journal of Services Marketing 9(1), (1995) 3848.
Purpose. The purpose of this article is two-fold: It aims: (1) to evaluate the potential role
of national stereotype on service provider selection by examining the literature regarding
country-of-origin effects on product selection; and (2) to examine empirically the relative
effects of service provider nationality, supplemental information, and consumer nationality
on service provider selection.
"The Import of Illiteracy to Marketing Communication: Direct Marketing as a Case in Point,"
Journal of Consumer Marketing 12(1), (1995) 39-48.
Purpose. The purpose of this article is to explore the import of illiteracy to marketing
communication by using direct marketing as a case in point. First, the various definitions
and measures of illiteracy are examined. Second, variables associated with illiteracy are
identified and discussed. Third, the possibilities for avoiding illiterate audiences through
imposition of list selection criteria are assessed. Next, the potential impact of illiteracy on
direct mail response is considered. Finally, the major implications of the illiteracy crisis for
the creation and design of marketing communications are analyzed.
"No Quick Fix." Strategies deemed acceptable by the AICPA are not intrinsically designed to
produce a quick response, to the disappointment of many CPAs. Journal of Accountancy,
October 1991, p.127.
"The Importance of Image." Image of CPAs as communicated by elements of print.
Journal of Accountancy, May 1991, p.118.
"An Attention-Getting Marketing Strategy." Direct marketing strategy developed for CPAs to
attract new clients. Journal of Accountancy, September 1990, p.129(3).
"Look Who's Opening Your Direct Mail! But Do They Know What They're Reading?" The
impact of illiteracy on direct mail response. DM News, September 15, 1989.
Conference Proceedings
"B2I: Where Are All the International Customers?" in Expanding Marketing Horizons Into
the 21st Century," Proceedings of the 2001 Annual Meeting of the Association of Marketing
Theory and Practice, Brenda Ponsford, Ed., Vol. 10 (2001), 41-46.
Abstract. Internet technology offers incredible opportunities to reach global consumers.
Geographic segmentation is especially important as countries differ in terms of PC
penetration, Internet usage, and buyer profiles. Various socio-cultural/demographic,
financial, technological, political and legal barriers thwart international buying over the
Internet. To be successful in B2I (Business to International) commerce, marketers may
need to adapt web site design in a variety of ways, assist consumers with the calculation of
total delivered cost, and offer new technology payment mechanisms.
"The Dilemma of Sales Turnover in the Pharmaceutical Industry: Bridging the CompanyCustomer Relationship," published in the Proceedings of the 2000 Academy of Business
Disciplines National Conference (on CD-Rom).
Abstract. In the pharmaceutical industry, twice as many sales representatives reported
leaving to join another pharmaceutical company in 1996 that in 1993. Conservative
estimates place the cost to replace a single pharmaceutical sales rep (who leaves on a
voluntary basis) between $10,000 and $250,000. With increasing emphasis on consultative
selling and relationship marketing, a bond is often formed between the salesperson and the
customer. When the salesperson leaves the company to work for another, it is not unusual
for the customer to remain loyal to the sales rep rather than to the pharmaceutical
company. Small pharmaceutical companies are particularly vulnerable since they lack the
resources necessary for many of the sales force retention strategies. The suggestion is
made that small companies faced with high sales force turnover can implement "bridging"
strategies. Bridging strategies are relationship strategies designed to create and develop a
bond between the company and its customer, at the same time supporting the relationship
between the sales rep and the customer.
“Infomediaries: A New Group of Channel Participants Created by E-Commerce,”
Proceedings of The Academy of Business Administration 2000 National Conference, with S.
Altan Erdem.
Abstract. E-Commerce has been having an incredible impact on the business world. It is
the newest and most pronounced paradigm shift in how companies conduct their business
since the assembly line changed the way manufactured goods were produced in the early
1900s. In 1998, e-commerce between businesses was estimated at $43 billion, over five
times the size of consumer area. As e-commerce becomes the marketing channel choice for
many parties, the concept of traditional channel structure is no longer as practical as it used
to be. A term "infomediaries" has been introduced to refer to different channel participants,
which in a way replace some of the traditional intermediaries. Accordingly, the purpose of
this paper is to review this new "breed" of participant and examine their role ion marketing
channels subject to e-commerce.
“Consumer Complaining Behavior: The Case of the Internet,” with S. Altan Erdem.
Published in the Proceedings of the 29th Annual Meeting of the Western Decision Sciences
Institute, Jackie Jankovich Hartman and Paul Mallette, Eds., Colorado State University
(2000), 737-740.
Abstract. The emergence of the Internet and its communication capabilities has given rise
to a number of complaint sites that function as central forums for consumers to share bad
experiences with each other. Companies are reacting by adopting anti-domain sites in an
attempt to prevent the creation of such complaint forums. In general, the suggestion is
made that companies should embrace consumer complaints, and compete with the
independent complaint forums (rather than try to block them) on the basis of ease of the
complaint process and the likelihood of response.
“Internet Giving: Shopping for a Cause,” in Expanding Marketing Horizons Into the 21st
Century," with Kathleen M. Williamson. Proceedings of the 2000 Annual Meeting of the
Association of Marketing Theory and Practice, Joseph Chapman, Ed., Vol. 9, (2000), 164169.
Abstract. In the past several years, individual giving to non-profit organizations has been
steadily increasing, while donor profiles have been undergoing change. The emergent
technology of the Internet offers many opportunities for non-profits to communicate with
existing and potential donors, as well as new avenues to increase donor activity. However,
existing academic research has yet to examine, either theoretically or empirically, the
changes taking place or the potential uses of the Internet in attracting donors. This paper
examines the changing donor profile, explores how nonprofits are using the Internet to
attract donors, and presents an agenda for future research.
“channelconflict.com” published in the Proceedings of the Academy of Business
Administration 1999 Global Trends Conference.
Abstract. The emergence of the Internet has precipitated certain channel restructuring.
Widening existing channels through the introduction of new resellers has produced
horizontal channel conflict, while adding direct channels to existing channel structures has
resulted in vertical channel conflict. Homogeneous shopping goods and specialty goods
(and to a lesser extent, heterogeneous shopping goods) appear to be the most vulnerable
product types. Producers need to employ strategies, where possible, to minimize channel
conflict and effectively manage channel structures.
“An Empirical Examination of the Dimensions of Service Quality: The Missing Link?”
published in the Proceedings of the 1999 Academy of Business Disciplines National
Conference (on CD-Rom).
Abstract. To date, there is no consensus regarding the dimensionality of the service quality
construct. Data is collected from the hair salon industry using the SERVPERF scale and
analyzed using exploratory factor analysis. The empirical findings suggest that service
quality is made up of two factors: intrinsic (interaction) and extrinsic (physical) quality.
"Internal Marketing, Commitment and Performance: A Relationship Marketing Perspective,"
in Marketing: Innovative Diversity, Proceedings of the 1997 Atlantic Marketing Association,
Volume 13, Jerry W. Wilson. ed., Atlantic Marketing Association: Georgia Southern
University, 368-373.
Abstract. The authors adopt a relationship marketing perspective in investigating the effect
of internal marketing on employee commitment and performance. A series of research
propositions is presented which suggests that the indirect effects of financial, social, and
structural bonds on performance depend on the nature of the employee commitment. The
differential effects are explained based on Herzberg's (1959) Two-Factor Theory of
Motivation.
"Commitment and Relationship Marketing," in Advances in Marketing, Proceedings of the
Spring 1996 Southwestern Marketing Association, David Strutton, Lou E. Pelton, and
Shannon Shipp, eds., Southwestern Marketing Association: University of North Texas, 223230.
Abstract. The authors synthesize existing literature on the organizational commitment
construct and provide a foundation for future research by (1) describing the domain of the
commitment construct and (2) developing a series of research propositions regarding
commitment in relationship marketing.
"Global Market Orientation: Expanding the Scope of the Market Orientation Construct," in
Expanding Marketing Horizons Into The 21st Century, Proceedings of the Annual Meeting
of the Association of Marketing Theory and Practice, David L. Moore, ed., Association of
Marketing Theory and Practice (1995), 195-200.
Abstract. The marketing concept first appeared in the literature in the 1950's. In the past
forty years, the essence of the marketing concept has not changed, yet the manner in which
the philosophy is implemented has. This paper suggests that the 'market orientation'
construct be broadened to explicitly account for an emerging global marketplace. The
modified global marketing orientation construct is referred to as a "Global Market
Orientation."
"Organizational Commitment: The Construct, Antecedents, and Consequences in a Services
Marketing Context," in Marketing: Advances in Theory and Thought, Proceedings of the
Annual Meeting of the Southern Marketing Association, Brian T. Engelland and Alan J.
Bush, eds., Southern Marketing Association, Evansville, Indiana (1994), 489-495.
Abstract. The authors synthesize existing literature on the organizational commitment
construct and provide a foundation for future research by (1) describing the domain of
organizational commitment and (2) developing a series of research propositions regarding
the antecedents and consequences of organizational commitment in service firms. A
conceptual model is presented which explicitly considers employee commitment to the
organization as well as consumer commitment to a service firm. Implications of the model
are discussed.
"The Theory of Double Jeopardy: Empirical Evidence of Exceptions to the Rule," in
Marketing: Satisfying a Diverse Customerplace, Proceedings of the Annual Meeting of the
Southern Marketing Association, Tom K. Massey, ed., Southern Marketing Association,
Kansas City, Missouri, (November, 1993), 351-355.
Abstract. The Theory of Double Jeopardy states that greater market share is directly and
positively related to consumer loyalty. The findings of this study suggest two exceptions to
the pattern: "niche markets" where consumer loyalty is disproportionately high relative to
market share and "variety seeking markets" where consumer loyalty is disproportionately
low relative to market share. Second, no Double Jeopardy pattern is found with regard to
attitudinal "liking". Finally, "liking" is found to consist of two unrelated dimensions:
enjoyability and interestingness.
"Telemarketing's Potential: An Analysis and Review," with William T. Ryan. In Retailing:
Its Present and Future, Special Conference Series, Vol. IV, Proceedings of the 1988 Joint
Conference of the Academy of Marketing Science and the American Collegiate Retailing
Association, Robert L. King, ed., The Academy of Marketing Science and the American
Collegiate Retailing Association, Charleston, South Carolina, 76-81.
Abstract. For retailers of products and services alike, telemarketing provides many
economic advantages. Recent legislative efforts, as exemplified by Florida's asterisk law,
may have serious implications for firms seeking to adopt telemarketing strategies. The
Direct Marketing Association appears to have the interests of both businesses and
consumers at heart in offering its Telephone Preference Service.