Journal of Marketing Theory and Practice

Arora, Swapan Deep; Chakraborty, Anirban; Narayanamurthy, Gopalakrishnan

2024 Journal of Marketing Theory and Practice

doi: 10.1080/10696679.2024.2411674

Third-party consumer complaints are relatively under-studied despite being the most effortful variant of consumer complaining behavior (CCB). We address this gap by performing a qualitative thematic analysis on adjudicated legal claims selected through multiphase sampling. Through a mix of the inductive and deductive approaches, under-emphasized themes of the phenomenon are extracted from the perspectives of the disputants, adjudicator(s), and the system at the macro level and then summarized into an actionable grievance continuum. We contribute to theory, practice, and policy by linking the hitherto separate domains of market-shaping and consumer complaints and delineating systemic challenges in managing consumer claims.

Yeniaras, Volkan; Kaya, Ilker; Maden Eyiusta, Ceyda

2024 Journal of Marketing Theory and Practice

doi: 10.1080/10696679.2024.2411673

This study investigates how perceived formal managerial cross-selling expectations impact salesperson emotional exhaustion and performance, with a focus on the moderating effects of perceived managerial customer orientation and customer participation expectations. Rooted in the Job Demands-Resources framework, it treats perceived formal managerial cross-selling and customer-orientation expectations as job demands, and perceived managerial customer participation as a job resource. The study comprises one qualitative and two quantitative studies. Exploratory qualitative interviews with 7 salespeople provided insights provided insights into their perceptions of managerial expectations. Study 1 (237 salespeople) explored relationships between perceived formal managerial cross-selling expectations, emotional exhaustion, and salesperson performance. Study 2 (253 salespeople) investigated the moderating roles of perceived managerial customer orientation and customer participation expectations. Findings highlight emotional exhaustion as a mediator between formal managerial cross-selling expectations and salesperson performance. This mediation effect is contingent on the presence of managerial customer-orientation expectations and customer participation. The research emphasizes the importance for managers to carefully consider heightened customer-orientation expectations, suggesting moderation, especially in cross-selling. This study offers practical insights for professionals in the marketing and sales field navigating the complexities of cross-selling to enhance sales performance.