Management and Marketing - Research Publications
Permanent URI for this collection
Search Results
1 - 4 of 4
-
ItemWent in for Botox and left with a rhinoplasty: The ethics of customer relationship marketing practices for non-surgical cosmetic procedures(Emerald Group Publishing Limited, 2016-01-01)Purpose: The purpose of this paper is to investigate how customer relationship marketing (CRM) activities are utilized by plastic surgery providers to encourage the sale of non-surgical cosmetic procedures (such as Botox). These procedures are considered to be an important gateway for future, more invasive (and profitable) services. As a result, the techniques used to build relationships with clients may be unethical, as they prioritize increased financial performance and profitability over customer well-being. Design/methodology/approach: Conceptual models are presented that compare and contrast the CRM activities, mediators and expected outcomes for plastic surgery providers, motivated primarily by profit, with those primarily motivated by mutual betterment. Findings: It is suggested that when accompanied by sales promotions, problem augmentation – an approach used by plastic surgeons to broaden the scope of a patient’s aesthetic problem to other areas of concern – may generate increased sales in the short term, but reduce the opportunity of positive word-of-mouth to recruit new clients. Originality/value: This paper applies relationship marketing to a novel context to demonstrate how practices to retain and improve clients may harm their well-being and commoditize the service, unless mutual betterment is a key objective.
-
ItemPerceived deterrents to being a plasmapheresis donor in a voluntary, nonremunerated environment(WILEY, 2013-05)BACKGROUND: As demand for plasma-derived products increases internationally, maintaining a committed plasmapheresis panel membership is critical for blood collection agencies. This study addresses the current lack of knowledge regarding deterrents to the recruitment and retention of plasmapheresis donors in a voluntary nonremunerated environment. STUDY DESIGN AND METHODS: Nine focus groups (n = 84) and six individual interviews were conducted using semistructured schedules. Three focus groups were conducted with each category of eligible whole blood (WB) donors: those who had 1) declined to convert to plasmapheresis (DTC), 2) converted but lapsed to WB (LWB), and 3) converted and lapsed from the panel completely (LFP). Transcript analysis revealed distinct deterrent categories. RESULTS: The time required for plasmapheresis was a universally identified deterrent, with concerns of donation frequency expectations shared between DTC and LWB. LWB and LFP both reported excessive questioning and paperwork, and eligibility requirements as deterrents. Unique deterrents for DTC were a lack of accurate knowledge about safety and process. LWB reported concerns about plasmapheresis donation outcomes; however, they were more committed to continuing donation than LFP, who reported donation not being salient, being too busy, and poorer donation experiences. CONCLUSION: Providing information to address safety and health concerns should be the focus for successful conversion to plasmapheresis. Setting donation frequency expectations at levels to which donors are accustomed may improve evaluations of the cost/benefit ratio of conversion and retention. Involvement levels (i.e., importance, personal meaning of donation) may be the key differentiator between those donors who return to WB and those that lapse altogether.
-
ItemPrivacy Goals versus Disclosure Goals: Towards an Understanding of the Privacy-Consumption Trade-Off(Organising Committee for the European Association for Consumer Research 2010 Conference, 2010)
-
ItemPrivacy from a Consumer's Perspective: Shared Meanings and Goals(ANZMAC - Australian and New Zealand Marketing Academy, 2010)