Jacquelyn S. Thomas
Southern Methodist University
Customer retentionBusinessMarketingCustomer advocacyCustomer to customer
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Publications 26
#1Doreén Pick (FU: Free University of Berlin)H-Index: 8
#2Jacquelyn S. Thomas (SMU: Southern Methodist University)H-Index: 16
Last. Manfred Krafft (WWU: University of Münster)H-Index: 15
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Interest in customer reacquisition has increased as firms embrace the concept of customer relationship management. Using survey and transactional data from defected subscribers of a publishing company, we investigate how defected customers evaluate their propensity to return to the company prior to any win-back offer. We introduce a new variable for relationship marketing, general willingness to return (GWR), and show that it is strongly and positively related to the actual return decision and t...
12 CitationsSource
#1Martin ReimannH-Index: 1
#2Oliver SchilkeH-Index: 20
Last. Jacquelyn S. ThomasH-Index: 16
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It has become increasingly difficult for today’s companies to stand out against competitors. This phenomenon has been labeled commoditization. While few industries remain merely specialty industries, an increasing number of firms find themselves in commodity environments. The controversial question is, however, whether marketing strategy is an effective means to avoid commoditization. A study among 268 marketing executives found specific marketing strategies to create value in commodity environm...
#1Shyam Gopinath (UofU: University of Utah)H-Index: 3
#2Jacquelyn S. Thomas (SMU: Southern Methodist University)H-Index: 16
Last. Lakshman Krishnamurthi (NU: Northwestern University)H-Index: 23
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We study the relative importance of online word of mouth and advertising on firm performance over time since product introduction. The current research separates the volume of consumer-generated online word of mouth OWOM from its valence, which has three dimensions---attribute, emotion, and recommendation oriented. Firm-initiated advertising content is also classified as attribute or emotion advertising. We also shed light on the role played by advertising content on generating the different typ...
76 CitationsSource
#1Marnik G. Dekimpe (CUA: The Catholic University of America)H-Index: 41
#2Katrijn Gielens (UNC: University of North Carolina at Chapel Hill)H-Index: 7
Last. Jacquelyn S. Thomas (SMU: Southern Methodist University)H-Index: 16
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Recent trends in the environment have caused changes in consumers’ store patronage, price sensitivity, and need for variety. These changes have led retailers to reconsider some of their assortment options. Specifically, we discuss how they may have led some retailers to move from a single-format to a multiple-format channel portfolio, how they may have contributed to the growth of the discount format, and how they tend to influence the private-label portfolio of many retailers. We end by showing...
34 CitationsSource
#1Martin Reimann (SC: University of Southern California)H-Index: 17
#2Oliver Schilke (RWTH Aachen University)H-Index: 20
Last. Jacquelyn S. Thomas (SMU: Southern Methodist University)H-Index: 16
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This paper aims to improve current knowledge on the commoditization of industries, a unique phenomenon of evolving marketing competition characterized by increasing homogeneity of products, higher price sensitivity among customers, lower switching costs, and greater industry stability. As commoditization is relevant to an ever-greater number of diverse industries, this research addresses two main questions: (1) How can managers assess their industry's level of commoditization to be better inform...
79 CitationsSource
#1Martin Reimann (SC: University of Southern California)H-Index: 17
#2Oliver Schilke (Stanford University)H-Index: 20
Last. Jacquelyn S. Thomas (SMU: Southern Methodist University)H-Index: 16
view all 3 authors...
As managers and academics increasingly raise issues about the real value of CRM, the authors question its direct and unconditional performance effect. The study advances research on CRM by investigating the role of critical mechanisms underlying the CRM-performance link. Drawing from the sources → positions → performance framework, the authors build a research model in which two strategic postures of firms—differentiation and cost leadership—mediate the effect of CRM on firm performance. This in...
139 CitationsSource
#1Oliver Schilke (RWTH Aachen University)H-Index: 20
#2Martin Reimann (SC: University of Southern California)H-Index: 17
Last. Jacquelyn S. Thomas (SMU: Southern Methodist University)H-Index: 16
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The topic of standardization of international marketing programs is an important one faced by managers of global firms and has attracted significant research attention. Although previous research has established that standardization enhances performance outcomes, more recent theorizing suggests that this may not always be the case. However, empirical investigators have paid little systematic attention to moderating conditions. The major purpose of this article is to investigate the organizationa...
114 CitationsSource
#1Neeraj Arora (UW: University of Wisconsin-Madison)H-Index: 16
#2Xavier Drèze (UPenn: University of Pennsylvania)H-Index: 13
Last. Z. John Zhang (UPenn: University of Pennsylvania)H-Index: 29
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The tailoring of a firm’s marketing mix to the individual customer is the essence of one-to-one marketing. In this paper, we distinguish between two forms of one-to-one marketing: personalization and customization. Personalization occurs when the firm decides what marketing mix is suitable for the individual. It is usually based on previously collected customer data. Customization occurs when the customer proactively specifies one or more elements of his or her marketing mix. We summarize key ch...
172 CitationsSource
#1Werner Reinartz (Ad: INSEAD)H-Index: 31
#2Jacquelyn S. Thomas (NU: Northwestern University)H-Index: 16
Last. Ganaël BascoulH-Index: 1
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Cross-buying (i.e., the purchase of products from multiple categories) has been associated with higher levels of customer retention, revenue generation, and loyalty. Despite these claims, debate remains as to whether cross-buying is an antecedent to such behaviors or if loyalty behaviors represent the antecedent, with cross-buying as a consequence. This research investigates the direction, strength, and nature of the relationship between customers’ cross-buying behavior and associated behavioral...
64 CitationsSource
#1Scott A. Neslin (Dartmouth College)H-Index: 46
#2Anne L. Roggeveen (Babson College)H-Index: 63
Last. Peter C. VerhoefH-Index: 48
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Multichannel customer management is the design, deployment, coordination, and evaluation of channels through which firms and customers interact, with the goal of enhancing customer value through effective customer acquisition, retention, and development. The authors identify five major challenges practitioners must address to manage the multichannel environment more effectively: (a) data integration, (b) understanding consumer behavior, (c) channel evaluation, (d) allocation of resources across ...
544 CitationsSource