MULTIVARIATE ANALYSIS AND EXPERIMENTAL DESIGN

September 6, 2018

Research Article Critique

September 6, 2018

Advances in Services Research

Welcome to Advances in Services Research

You are expected to read the contents of this study guide, also available on Blackboard (AUTonline) under “All My Courses”.

This paper runs for 12 weeks, and has 1 sessions per week. Students will be required to supplement each hour of class with 6-7 hours of their own work: This is a level 8 paper, worth 15 points.

Rooms can change at the last minute and are not listed in the paper study guide. Refer to arion.aut.ac.nz for your current timetable AND to your paper’s page on Blackboard for any room changes/updates.

Teaching team and contact details:

Paper coordinator	Phone	Email	Office hours
Dr Yingzi Xu	921 9999 x 5033	yingzi.xu@aut.ac.nz	By appointment

Paper information

Pre-requisite/Co-requisite/Restriction requirements

None.

Paper aim

The aim of this paper is to develop critical conceptual capabilities in the area of service research and an appreciation of the multi-disciplinary nature of the research area. Particular attention is given to psychological and sociological constructs that have provided the foundation for current research streams.

Learning outcomes

By the end of this paper, the students will be able to:

Develop an understanding of traditional and contemporary perspectives of customer behaviours in services, role of service providers, and social and technological impact on the service experience.
Diagnose insights and an understanding of service literature through analysing current research articles.
Recognise knowledge of techniques for conducting research in services.

Content

Value creation and customer experience in services
Service innovation
Social networks and service
Servicescapes and service environments
Technology and service
Service organisation and employees
Service productivity
Service recovery and complaint handling
Customer relationship management
Transformative services

Blackboard programme organisation

Details of all papers, major requirements, full paper descriptors, exam schedules (mid-semester and final), assessment forms, semester timetables and all other information relevant to current students can be found on Blackboard (https://blackboard.aut.ac.nz) under:

“My Organisations” Business Postgraduate Research Programme Information

Required texts and recommended reading

Required readings are listed in weekly programme.

Weekly programme

Week	Topic	Reading
1	Fresh thinking in service research	Berry, L. L. (2016). Revisiting “big ideas in services marketing” 30 years later. Journal of Services Marketing, 30(1), 3-6 Voss, C., Perks, H., Sousa, R., Witell, L., & Wünderlich, N. V. (2016). Reflections on context in service research. Journal of Service Management, 27(1), 30-36.
2	Value creation and customer experience in services	Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74(3), 48-64. Grönroos, C., & Ravald, A. (2011). Service as business logic: implications for value creation and marketing. Journal of Service Management, 22(1), 5-22. Helkkula, A., Kelleher, C., & Pihlström, M. (2012). Characterizing value as an experience: Implications for service researchers and managers. Journal of Service Research, 15(1), 59-75.
3	Service innovation	den Hertog, P., van der Aa, W., & de Jong, M. W. (2010). Capabilities for managing service innovation: towards a conceptual framework. Journal of Service Management, 21(4), 490-514. Gustafsson, A., Kristensson, P., & Witell, L. (2012). Customer co-creation in service innovation: a matter of communication? Journal of Service Management, 23(3), 311-327. van Riel, A. C., Calabretta, G., Driessen, P. H., Hillebrand, B., Humphreys, A., Krafft, M., & Beckers, S. F. (2013). Consumer perceptions of service constellations: implications for service innovation. Journal of Service Management, 24(3), 314-329.
4	Social networks and service	Kleijnen, M., Lievens, A., de Ruyter, K., & Wetzels, M. (2009). Knowledge creation through mobile social networks and its impact on intentions to use innovative mobile services. Journal of Service Research, 12(1), 15-35. Libai, B., Bolton, R., Bügel, M. S., De Ruyter, K., Götz, O., Risselada, H., & Stephen, A. T. (2010). Customer-to-customer interactions: broadening the scope of word of mouth research. Journal of Service Research, 13(3), 267-282. López-López, I., Ruiz-de-Maya, S., & Warlop, L. (2014). When sharing consumption emotions with strangers is more satisfying than sharing them with friends. Journal of Service Research, 17(4), 475-488.
5	Servicescapes and service environments	d’Astous, A. (2000). Irritating aspects of the shopping environment. Journal of Business Research, 49(2), 149-156. Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 79(4), 259-268. Rosenbaum, M. S., & Massiah, C. (2011). An expanded servicescape perspective. Journal of Service Management, 22(4), 471-490.
6	Technology and service	Cho, Y. K., & Menor, L. J. (2010). Toward a provider-based view on the design and delivery of quality e-service encounters. Journal of Service Research, 13(1), 83-95. Giebelhausen, M., Robinson, S. G., Sirianni, N. J., & Brady, M. K. (2014). Touch versus tech: When technology functions as a barrier or a benefit to service encounters. Journal of Marketing, 78(4), 113-124. Wang, C., Harris, J., & Patterson, P. (2013). The Roles of Habit, Self-Efficacy, and Satisfaction in Driving Continued Use of Self-Service Technologies: A Longitudinal Study. Journal of Service Research, 16(3), 400-414.
7	Service organisation and employees	Auh, S., Menguc, B., Spyropoulou, S., & Wang, F. (2016). Service employee burnout and engagement: the moderating role of power distance orientation. Journal of the Academy of Marketing Science, 44(6), 726-745. 1-20. Ellinger, A. E., Musgrove, C. C. F., Ellinger, A. D., Bachrach, D. G., Baş, A. B. E., & Wang, Y. L. (2013). Influences of organizational investments in social capital on service employee commitment and performance. Journal of Business Research, 66(8), 1124-1133. Hong, Y., Liao, H., Hu, J., & Jiang, K. (2013). Missing link in the service profit chain: A meta-analytic review of the antecedents, consequences, and moderators of service climate. Journal of Applied Psychology, 98(2), 237-267.
Mid-semester Break
8	Service productivity	Aspara, J., Klein, J.F., Luo, X. & Tikkanen., H. (2018). The dilemma of service productivity and service innovation: An empirical exploration in financial services. Journal of Service Research, 21(2), 249-261. Luria, G., Yagil, D., & Gal, I. (2014). Quality and productivity: role conflict in the service context. Service Industries Journal, 34(12), 955-973. Rust, R. T., & Huang, M. H. (2012). Optimizing service productivity. Journal of Marketing, 76(2), 47-66.
9	Service recovery and complaint handling	Gelbrich, K., & Roschk, H. (2011). A meta-analysis of organizational complaint handling and customer responses. Journal of Service Research, 14(1),24-43. Pugh, H. B., Brady, M.K., & Hopkins, L. M. (2018). A Customer scorned: Effects of employee reprimands in frontline service encounters. Journal of Service Research, 21(2), 219-234. Xu, Y., Marshall, R., Edvardsson, B., & Tronvoll, B. (2014). Show you care: initiating co-creation in service recovery. Journal of Service Management, 25(3), 369-387.
10	Customer relationship management	Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of marketing, 69(4), 210-218. Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311-330. Wägar, K., Roos, I., Ravald, A., & Edvardsson, B. (2012). My customers are in my blind spot: Are they changing and I cannot see it? Journal of Service Research, 15(2), 150-165.
11	Transformative services	Durgee, J.F. & Agopian, G. (2018). Refurbishing services and how services enhance consumer well-being. Journal of Services Marketing, 32(3), 311-321. Mirabito, A. M., & Berry, L. L. (2015). You Say You Want a Revolution? Drawing on Social Movement Theory to Motivate Transformative Change. Journal of Service Research, 18(3), 336-350. Yao, T., Zheng, Q., & Fan, X. (2015). The Impact of Online Social Support on Patients’ Quality of Life and the Moderating Role of Social Exclusion. Journal of Service Research, 18(3), 369-383.
12	Brainstorming your research topics	Gustafsson, A., Aksoy, L., Brady, M. K., McColl-Kennedy, J. R., Sirianni, N. J., Witell, L., & Wuenderlich, N. V. (2015). Conducting service research that matters. Journal of Services Marketing, 29(6/7), 425-429.

Assessment information

All students should obtain a copy of the Business Programmes Assessment & Study Handbook which includes information on:

Academic Integrity
Attendance
Assignments (Format, Presentation, Referencing, Submission)
Exams (Regulations, Schedule)
Assessment (Return of Assessments; Review/Reconsideration; Uncollected Assessments)
Results

This handbook is available online from “My Organisations” on Blackboard (https://blackboard.aut.ac.nz)

Please note: Assessments may be copied and kept for moderation and programme administration purposes. Presentations may also be videoed.

Extensions and other Special Consideration Applications (SCAs)

Students may apply for an extension or for special consideration where there are exceptional circumstances.

The SCA online request form is available from Blackboard. You can access this via the ‘Special Consideration’ tab at the top of the Blackboard home page once you have logged in. Follow the instructions provided.

Assessment structure

Item	% of mark allocation	Group/individual	Due date
Short essays on assigned readings	30%	Individual	By 4 pm Wednesday from week 2-11
Presentation of a research topic	10%	individual	During an assigned class session
Literature review	60%	Individual	Week 14, Wednesday, By 5 pm, 31^st Oct. 2018

Reconsideration

You are entitled to make a formal request for reconsideration of marks in cases where you believe your assessment work has not been marked in accordance with published marking criteria. This request can only be made when assessed work is returned, or during review/reconsideration. There is a strict process to follow – refer to the Business Programmes Assessment and Study Handbook or the Law Undergraduate Handbook for details. Note that, where assessments have been submitted electronically, you normally only have 24 hours from the time the graded assessment is made available on Blackboard to apply for reconsideration.

Exam schedule

All exam schedules are available on Blackboard, under “My Organisations”, via the Examinations tab. Visit the student computer kiosks on WF1 and WF7 to view the schedules, or go to Blackboard (https://blackboard.aut.ac.nz).

Pass requirements

Students are expected to attempt every assessment event. In order to gain a pass in this paper you must obtain at least 50% overall in the paper.

Assessment event details

Assessment 1: Short essays on assigned readings

Due date	By 4 pm, every Wednesday from week 2-11.
Weighting	30%
Type	Essay
Length	200-300 words approximately excluding references.
Submission	Upload a digital copy to Turnitin.
Requirements	Students are expected to prepare a short essay (about two or three paragraphs) every week from week two till week eleven. Each short essay is based on at least two articles from the assigned readings for the week. In each essay, you should complete the following tasks: 1) Explain the importance of the research issue; 2) Summarize the main findings from the assigned readings; 3) Identify a gap(s) for future research. Each essay will be marked on a 0-10 scale. Students should submit ten essays in total throughout the semester. The final mark of this assessment will be the average of these ten essays and then converted to 30% of overall marks.
Programme learning goals	· Be knowledgeable users of relevant theory · Be critical readers of academic literature Be effective analysts of information Be effective written communicators
Paper learning outcomes	1. Develop an understanding of traditional and contemporary perspectives of customer behaviours in services, role of service providers, and social and technological impact on the service experience. 2. Diagnose insights and an understanding of service literature through analysing current articles.

Assessment 2: presentation on a research topic

Due date	During an assigned class session
Weighting	10%
Type	Presentation
Length	20 mins presentation plus 20 mins Q&A
Submission	Upload the PPTs to Turnitin before the assigned class session
Requirements	Each student will be assigned one topic from the weekly research topics. Then you are required to prepare a presentation and chair the session to facilitate the class discussion. You first present an overview of the research topic based on your readings. During the Q&A, you are expected to provide sensible suggestions to respond to the fellow students’ queries and ask critical questions to encourage them to discuss the topic more in-depth. Through this activity, you should demonstrate a good understanding of the research topic, and be able to engage the fellow students in the class discussion.
Programme learning goals	· Be knowledgeable users of relevant theory · Be critical readers of academic literature · Be effective analysts of information
Paper learning outcomes	1. Develop an understanding of traditional and contemporary perspectives of customer behaviours in services, role of service providers, and social and technological impact on the service experience. 2. Diagnose insights and an understanding of service literature through analysing current articles. 3. Recognise knowledge of techniques for conducting research in services.

Assessment 3: Literature review

Due date	Turnitin Submission by 4 pm 31^st of October, 2018
Weighting	60%
Type	Report
Length	3500-4500 words (excluding references), typed and double-spaced. (Font: Times New Roman 12).
Submission	Digital copy uploaded to Turnitin; hard copy submitted to the assignment drop box at WF level one.
Requirements	Each student will select a topic in service research area. You need to consult your lecturer for approval of the topic. You will then conduct an extensive literature review on the approved topic. You will critique the literature and take a position. You are also required to propose, integrate, and suggest ways to augment the extant literature. The purpose of the review is to develop the ability to critically evaluate research, integrate knowledge of different research issues, identify the gaps, recognise the new problem to research and to build a rationale for new research. Your review should demonstrate the depth and breadth of your knowledge in the chosen field of topic. § Are the currently available conceptual frameworks suitable? Are they adequate? § Evaluate the theories relative to existing knowledge in this area. Are there alternative theories that might be appropriate? Do the current models adequately capture the key theoretical relationships? § Are there alternative research designs or approaches that might be appropriate to test the existing theory or hypotheses proposed in the extant literature? § Are constructs operationalised appropriately? Are the appropriate statistical tests conducted? § Are the results generalisable? In what domain? § What are the caveats/limitations? § How would you develop these ideas further? You should identify a research gap based on your critical review of existing studies on the topic and specify a research question (s) for a future study. You are required to develop a conceptual or theoretical framework built on your literature review that you will be able to carry out the proposed research. The final submission should include the following headings: · Importance of the topic – study rationale and research objectives · Literature review – concepts and principles, theory, empirical studies (an excellent literature review should be sufficient in depth and breadth to lead to a publishable review article.) · The research gap and research questions · The conceptual/theoretical framework · References You are strongly encouraged to discuss your assignment work with your lecturer throughout the semester. You must reference all your source documents using APA referencing style.
Programme learning goals	· Be knowledgeable users of relevant theory · Be critical readers of academic literature · Be effective analysts of information · Be effective written communicators
Paper learning outcomes	1. Develop an understanding of traditional and contemporary perspectives of customer behaviours in services, role of service providers, and social and technological impact on the service experience. 2. Diagnose insights and an understanding of service literature through analysing current articles. 3. Recognise knowledge of techniques for conducting research in services.