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Thomas W. Gruen
University of New Hampshire
BusinessMarketingService-dominant logicPublic relationsRelationship marketing
39Publications
18H-index
3,290Citations
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Publications 41
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#2Thomas W. Gruen (UNH: University of New Hampshire)H-Index: 18
Last. Lin Guo (UNH: University of New Hampshire)H-Index: 8
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Customers’ brand loyalty is a complex concept including cognitive, emotional, and behavioral dimensions. Most research on customers’ brand loyalty focuses on conditions (based on relative levels of loyalty, attitudes, and behaviors) or stages of loyalty formation. This study focuses on measurement of the ways loyal customers are committed to the brand, using a tripartite conceptualization, that captures its emotional, cognitive, and habitual components termed heart, head, and hand loyalty, respe...
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#1Atul ParvatiyarH-Index: 1
#2Naveen DonthuH-Index: 43
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3 CitationsSource
#1Thomas W. GruenH-Index: 18
Last. Andrew J. CzaplewskiH-Index: 8
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#1Lin Guo (UNH: University of New Hampshire)H-Index: 8
#2Thomas W. Gruen (UNH: University of New Hampshire)H-Index: 18
Last. Chuanyi Tang (ODU: Old Dominion University)H-Index: 12
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Serving as mental models, psychological contracts guide consumers’ service interactions with their service providers. This study incorporates a psychological contract perspective into the relationship marketing literature, exploring service customers’ beliefs about the terms and conditions of the resource exchange process and the types of relationships they form with service providers. It provides new insights that explain why and how some customers respond favorably to a company’s relationship ...
11 CitationsSource
#1Lin Guo (UNH: University of New Hampshire)H-Index: 8
#2Sherry L Lotz (UA: University of Arizona)H-Index: 14
Last. Thomas W. Gruen (UNH: University of New Hampshire)H-Index: 18
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Treating customers as passive recipients of service recovery does not account for their naturally elevated desire for control following a service failure. Focusing on value cocreation by customers ...
18 CitationsSource
#1Lin GuoH-Index: 8
#2Eric J. ArnouldH-Index: 44
Last. Chuanyi TangH-Index: 12
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#1Andrew J. Czaplewski (CU: University of Colorado Boulder)
#2Tracy Gonzalez-Padron (CU: University of Colorado Boulder)H-Index: 10
Last. Thomas W. Gruen (CU: University of Colorado Boulder)H-Index: 18
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Perhaps the greatest challenge of global account management is the organization and control of the multitude of relationships surrounding the service of each global customer. Requirements for uniform products, consistent worldwide service and support, standardized terms of sale and terms of payment, and global pricing structures present a constant challenge for supplier firms. Global account management entails multilayered relationships among the organizational actors that must be coordinated fo...
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#1Nelson Barber (UNH: University of New Hampshire)H-Index: 22
#2Melissa Bishop (UNH: University of New Hampshire)H-Index: 7
Last. Thomas W. Gruen (UNH: University of New Hampshire)H-Index: 18
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Abstract The purpose of this study was to measure consumers' actual willingness-to-pay (WTP) for pro-environmental (PE) and non-PE products through a controlled experimental auction. Ninety-eight individuals from the Northeastern U.S. participated in an auction and were segmented into groups based on whether they would pay a) more, b) about the same, or c) less for a PE product compared to an equivalent non-PE product. Demographic and psychological group profiles were comprised based on perceive...
33 CitationsSource
#2Thomas W. Gruen (UNH: University of New Hampshire)H-Index: 18
Last. Joerg S Hofstetter (HSG: University of St. Gallen)H-Index: 8
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Purpose – The purpose of this paper is to address the effects of retail out-of-stocks from a service-dominant (S-D) logic view. Design/methodology/approach – Conceptual, combining classic S-D logic research with recent research of S-D logic in supply chains, and applying this to out-of-stocks in a retail setting of fast-moving consumer goods. Findings – The paper unveils out-of-stocks as emergent operant resources that alter and attenuate value creation across manufacturers, retailers, shoppers,...
18 CitationsSource
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