Seeing Is Believing: The Transitory Influence of Reputation Information on E‐Commerce Trust and Decision Making

This research examines the transitory influence of reputation information on consumer decision making regarding an e‐vendor. Using social judgment theory to explain how reputation information's effect on perceptions may be fleeting, we specifically examined how user trusting beliefs related to an e‐vendor change after a simple exposure to the Web site. A total of 369 college students participated in an experiment that found that reputation information was initially strongly related to trusting beliefs regarding the e‐vendor, but a brief nonpurchase‐related exposure to the e‐vendor's Web site—that is, direct experience—reduced reputation's effects significantly. This research provides insights into why reputation information may be more important in certain circumstances than in others and enhances our understanding of how consumer decision making is affected by different purchasing contexts. This research also has implications on the design and use of trust‐building technologies.     

An Exploratory Study of the Impact of e‐Service Process on Online Customer Satisfaction

Although extensive academic research has examined the dynamics of interpersonal interactions between service providers and customers, much less research has investigated customer service encounters through technological interfaces such as the Web in electronic commerce transactions. Corporate websites have become an important point of contact with customers for many companies. Service has been described as one of the most important attributes for online business to influence traffic and sales. However, more research is needed to understand how Web‐based technological capabilities of services affect customer satisfaction. In this paper, we propose viewing the interface between online buyers and sellers through the lens of service management to identify possible determinants of online customer satisfaction. A company's website is considered its electronic service delivery system. We look at this electronic service delivery system from its process point of view. Our findings indicate that as the electronic service delivery system process improves, a customer's perception of the website's ease of use increases, leading to increased service value and perceived control over the process, which increases customer satisfaction. The research provides evidence that the technological capabilities embedded in the website processes are an important factor in determining service quality and ultimately online customer satisfaction.     

Optimizing Customer Forecasts for Forecast‐Commitment Contracts

We study a “Forecast‐Commitment” contract motivated by a manufacturer's desire to provide good service in the form of delivery commitments in exchange for reasonable forecasts and a purchase commitment from the customer. The customer provides a forecast for a future order and a guarantee to purchase a portion of it. In return, the supplier commits to satisfy some or all of the forecast. The supplier pays penalties for shortfalls of the commitment quantity from the forecast, and for shortfalls of the delivered quantity from the customer's final order (not exceeding the commitment quantity). These penalties allow differential service among customers. In Durango‐Cohen and Yano (2006), we analyzed the supplier's problem for a given customer forecast. In this paper, we analyze the customer's problem under symmetric information, both when the customer is honest and when he strategically orders more than his demand when doing so is advantageous. We show that the customer gains little from lying, so the supplier can use his control over the contract parameters to encourage honesty. When the customer is honest, the contract achieves (near‐)coordination of the supply chain in a great majority of instances, and thus provides both excellent performance and flexibility in structuring contracts.     

A Public Transportation Decision‐Making Model within a Metropolitan Area

Understanding the decision‐making factors associated with public transportation is essential in strategic development of public transportation to improve acceptance and utilization of mass transit systems. This research analyzes factors affecting attitudes toward public transportation and the choice of transportation mode by investigating the public transportation decision‐making process of working professionals using a survey methodology. The objectives of this research are to model the transportation decision‐making process of public transportation users in a metropolitan area and to determine key factors that affect the public transportation choices made by potential public transportation users. This study contributes to the literature by developing and testing an integrated theoretical framework for modeling an individual's public transportation decision‐making process using four independent variables: Perceived Public Transportation Security, Knowledge, Price, and Convenience. We develop the proposed theoretical framework based upon the extant literature and tested it using partial least squares structural equation modeling (PLS‐SEM). Based on the Theory of Reasoned Action, the Theory of Planned Behavior, and utility theory, we develop the factors and refine associated items using confirmatory factor analysis.     

Temptation and Self‐Control

We study a two‐period model where ex ante inferior choice may tempt the decision‐maker in the second period. Individuals have preferences over sets of alternatives that represent second period choices. Our axioms yield a representation that identifies the individual's commitment ranking, temptation ranking, and cost of self‐control. An agent has a preference for commitment if she strictly prefers a subset of alternatives to the set itself. An agent has self‐control if she resists temptation and chooses an option with higher ex ante utility. We introduce comparative measures of preference for commitment and self‐control and relate them to our representations.     

Customer Learning Processes,Strategy Selection,and Performance in Business‐to‐Business Service Firms*

Learning about customers takes place through relevant dialogues with those customers, also known as customer relationship management (CRM). As relationships develop, information about the customer is gathered in the firm's customer information systems (CIS): the content, processes, and assets associated with gathering and moving customer information throughout the firm. This research develops a measure of CIS management capabilities based on learning organization theory and measured by the ability to get, store, move, and use information throughout the business unit. This measure is then used to analyze customer learning processes and associated performance in the context of marketing strategic decision making. This study of 209 business services firms finds that generic marketing strategy positioning (low‐cost and differentiation) and the marketing tactics of personalization and customization are related to CIS development. Customer information systems development in turn is associated with higher levels of customer‐based performance, which in turn is associated with increased business growth. Since the strongest association with customer‐based performance is strategy selection, the long‐term benefits of the knowledge gained from the CIS may be in the ability to assist in measuring customer‐based performance, rather than in the ability to immediately contribute to performance. Finally, for these firms, customization and personalization are not directly associated with performance and thus may not be necessary to support every firm's marketing strategy.     

Decision Making and Cognition in Multi‐Echelon Supply Chains: An Experimental Study

Supply chain performance often depends on the individual decisions of channel members. Even when individuals have access to relevant information, order variation tends to increase when moving up the supply chain, a phenomenon known as the bullwhip effect. While prior research has investigated several structural/environmental factors which can mitigate the bullwhip effect, the underlying behavioral factors contributing to it are an open question. Using a production and distribution decision‐making simulation representing a four‐stage serial supply chain, we find that the cognitive profile of decision makers contributes to the bullwhip effect. We found that the specific decision tendency to underweight the supply line is linked to an individual's level of cognitive reflection. Furthermore, performance differs for entire supply chains and for specific echelons, and holds under standard mitigation efforts. The findings have implications for supply chain design, education, and industry.     

Impact of Value‐Added Service Features in e‐Retailing Processes: An Econometric Analysis of Web Site Functions

We examine the impact of three classes of Web site functions (foundational, customer‐centered, and value‐added) upon e‐retailer performance. Using secondary panel data for 2007–2009 on operating characteristics of over 600 e‐retailers, our econometric analysis finds that only the value‐added service functions are positively associated with changes in e‐retail sales revenues across time. We also observe a decreasing marginal impact of deploying additional value‐added service features. To account for possible alternate explanations, we control for firm‐ and time‐specific fixed effects, merchant types, merchandise categories, and order fulfillment strategies. By further decomposing e‐retail sales revenues into Web site traffic, conversion rate, and average order value, we find that Web site functions affect e‐retail sales revenues mainly through their impact on Web site traffic. Our investigation demonstrates the empirical research usefulness of the Voss conceptual e‐service sand cone model. Our results identify for managers where to focus ongoing e‐retailing system development efforts, yet suggest that focusing too many retailing capabilities on exploratory and experimental value‐added service features may backfire, potentially leading to worsening e‐retailer performance.     

Farmers’ Risk‐Based Decision Making Under Pervasive Uncertainty: Cognitive Thresholds and Hazy Hedging

Researchers in judgment and decision making have long debunked the idea that we are economically rational optimizers. However, problematic assumptions of rationality remain common in studies of agricultural economics and climate change adaptation, especially those that involve quantitative models. Recent movement toward more complex agent‐based modeling provides an opportunity to reconsider the empirical basis for farmer decision making. Here, we reconceptualize farmer decision making from the ground up, using an in situ mental models approach to analyze weather and climate risk management. We assess how large‐scale commercial grain farmers in South Africa (n = 90) coordinate decisions about weather, climate variability, and climate change with those around other environmental, agronomic, economic, political, and personal risks that they manage every day. Contrary to common simplifying assumptions, we show that these farmers tend to satisfice rather than optimize as they face intractable and multifaceted uncertainty; they make imperfect use of limited information; they are differently averse to different risks; they make decisions on multiple time horizons; they are cautious in responding to changing conditions; and their diverse risk perceptions contribute to important differences in individual behaviors. We find that they use two important nonoptimizing strategies, which we call cognitive thresholds and hazy hedging, to make practical decisions under pervasive uncertainty. These strategies, evident in farmers' simultaneous use of conservation agriculture and livestock to manage weather risks, are the messy in situ performance of naturalistic decision‐making techniques. These results may inform continued research on such behavioral tendencies in narrower lab‐ and modeling‐based studies.     

Mitigating Supply Uncertainty: The Interplay Between Diversification and Pricing

We consider a firm's sourcing problem from one reliable supplier and one unreliable supplier in two price‐setting scenarios. In the committed pricing scenario, the firm makes the pricing decision before the supply uncertainty is resolved. In the responsive pricing scenario, the firm's pricing decision is made after the supply uncertainty is resolved. For the committed pricing scenario, we develop a condition on supply uncertainty that guarantees the unimodality of the firm's objective function. By comparing the firm's optimal diversification decisions in the two pricing scenarios, we examine the interplay of supply diversification strategy and responsive pricing strategy in mitigating supply uncertainty. While both strategies are effective in mitigating supply uncertainty, we show that they are not necessarily substitutes. The relationship between these two strategies depends on two adverse effects caused by supply uncertainty: the lost‐revenue effect and the lost‐goodwill effect. More specifically, when the lost‐revenue effect dominates the lost‐goodwill effect, these two strategies are complements; otherwise, they are substitutes. Furthermore, we examine the impact of market size, price sensitivity, supplier reliability, and failure rebate on the interplay between these two strategies, and discuss the implications of our results. Finally, we extend our analysis to the case of two unreliable suppliers and show that the insights regarding the interplay between diversification and pricing continue to hold.     

Measuring the Benefit of Offering Auxiliary Services: Do Bag‐Checkers Differ in Their Sensitivities to Airline Itinerary Attributes?

When firms evaluate their service system design choices, there is typically more uncertainty surrounding the value that a particular auxiliary service provides than there is on the cost of providing that service. To help inform this decision, we propose an approach where we compare the relative value of the segment of passengers who use an auxiliary service to the relative value of the segment that does not use it. We demonstrate this approach for a typical auxiliary service common to the airline industry. In 2008, most US airlines implemented checked baggage fee policies to decrease their costs by reducing the number of customer service agents needed in the check‐in and baggage handling processes. The success of this change has led to a current debate at many of these airlines on whether to make further staffing cuts in these areas, essentially making it even less attractive for passengers to check their baggage. Our proposed methodology helps answer whether passengers who continue to check bags in today's baggage‐fee era are more or less valuable than passengers who do not check bags. We explore this question empirically by examining, through a stated preference survey, if a history of checking or not checking bags can be used to segment passengers based on how their itinerary choices are influenced by common airline service attributes (on‐time performance, itinerary time, number of connections, airfare, and schedule delay). Contrary to the opinions of some top airline executives, we find that the passengers who continue to check bags at airlines that charge baggage fees are generally less sensitive to differences in three of these important service attributes and are less likely to switch airlines when a competing airline improves its offerings along these dimensions. Thus, airlines that charge for checked bags should consider improving the customer experience for their bag‐checking passengers, as they represent a potentially more valuable segment class to the airline.     

Focusing on Customer Time in Field Service: A Normative Approach

Although customer convenience should be rightfully considered a central element in field services, the customer experience suggests that service enterprises rarely take the customer's preferred time into account in making operational and scheduling decisions. In this paper we present the results of our exploratory research into two interrelated topics: the explicit inclusion of customer time in nonemergency field service delivery decisions and the analysis of trade‐off between the customer's convenience and field service provider's cost. Based on prior research in service quality we identify and illustrate two time‐based performance metrics that are particularly appropriate for assessing service quality in nonemergency field services: performance and conformance quality. To determine vehicle routes, we develop a hybrid heuristic derived from the existing and proven heuristic methods. A numerical example closely patterned after real‐life data is generated and used within a computational experiment to investigate alternate policies for promise time windows. Our experiment shows that over a reasonable range of customer cost parameters the policy of shorter promise time windows reduces the combined total cost incurred by the provider and the customers and should be considered a preferred policy by the field service provider. Managerial implications of this result are discussed.     

Offshoring and Cross‐Border Interorganizational Relationships: A Justice Model*

In this article, we develop an interorganizational justice model to explain cross‐border interorganizational relationships. The model contends that cultural distance (construed as the cultural differences between offshoring partners) would influence behavioral uncertainty and the boundary spanners' perceptions of justice. Specifically, the model predicts that high levels of behavioral uncertainty are likely to reduce relational commitment, whereas low levels of behavioral uncertainty are likely to enhance relational commitment. However, boundary spanners' perceptions of distributive, procedural, and interactional justice would mitigate the negative impact of behavioral uncertainty on relational commitment. The model also predicts that culturally similar boundary spanners would be more likely to share similar perceptions of distributive, procedural, and interactional justice than culturally dissimilar boundary spanners. This model has implications for further theoretical discussion and empirical research as well as management practice. Managers could use the interorganizational justice model to assess shared perceptions of justice among boundary spanners and develop transcultural justice competencies.     

Examining the Antecedents and Consequences of CIO Strategic Decision‐Making Authority: An Empirical Study*

Despite the strategic importance of information technology (IT) to contemporary firms, chief information officers (CIO) often still have varying degrees of strategic decision‐making authority. In this study, we apply the theory of managerial discretion to define CIO strategic decision‐making authority and argue that the CIO's level of strategic decision‐making authority directly influences IT's contribution to organization performance. We also draw on the power and politics perspective in the strategic decision‐making literature to identify the direct antecedents to the CIO's strategic decision‐making authority. A theoretical model is presented and empirically tested using survey data collected from a cross‐industry sample of 174 matched pairs of CIOs and top business executives through structural equation modeling. The results suggest that organizational climate, organizational support for IT, the CIO's structural power, the CIO's level of strategic effectiveness, and a strong partnership between the CIO and top management team directly influence the CIO's level of strategic decision‐making authority within the organization. The results also suggest that the CIO's strategic decision‐making authority in the organization directly influences the contribution of IT to firm performance and that effective CIOs have a greater influence on IT's contribution when provided with strategic decision‐making authority.     

Experience,Service Operations Strategy,and Services as Destinations: Foundations and Exploratory Investigation

This paper explores the customer experience paradigm as it pertains to service operations strategy and design. First, we operationally define and discuss the concept of customer experience. In this context, we propose a reframing of the strategic role of operations strategy as one of choreographing experience‐centric services. We then introduce the concept of services as destinations as an emerging business model for classifying experiential service strategies. Our conceptual typology of experience‐based strategies uses two dimensions: (1) the depth of use of experience as a source of value creation, ranging from brand experience to the services as a destinations business model, and (2) the degree of integration of experience internally within the firm. Using this conceptual typology, we develop five propositions and use multiple cases to illustrate firms' use of these experience strategies. Laying the groundwork for future research, we highlight insights from the qualitative, multiple‐case data as they pertain to service operations strategy and the business model that employs services as destinations. A number of questions for further research are suggested.     

The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies

The often paradoxical relationship between investment in information technology and gains in productivity has recently been attributed to a lack of user acceptance of information technology innovations. Diverse streams of research have attempted to explain and predict user acceptance of new information technologies. A common theme underlying these various research streams is the inclusion of the perceived characteristics of an innovation as key independent variables. Furthermore, prior research has utilized different outcomes to represent user acceptance behavior. In this paper we focus on individual's perceptions about the characteristics of the target technology as explanatory and predictive variables for acceptance behavior, and present an empirical study examining the effects of these perceptions on two frequently used outcomes in the context of the innovation represented by the World Wide Web. The two outcomes examined are initial use of an innovation and intentions to continue such use in the future, that is, to routinize technology use. Two research questions motivated and guided the study. First, are the perceptions that predict initial use the same as those that predict future use intentions? Our results confirm, as hypothesized by prior research, that innovation characteristics do explain acceptance behavior. The results further reveal that the specific characteristics that are relevant for each acceptance outcome are different. The second research question asks if perceived voluntariness plays a role in technology acceptance. Results show that external pressure has an impact on adopters' acceptance behavior. Theoretical and practical implications that follow are presented.     

ECONOMIC PROCESS CONTROL UNDER UNCERTAINTY

The future of the global industry lies in the continuous improvement of both products and processes, a renewed commitment to competition, and an aggressive approach to satisfying customers needs in quality, quantity, and timing. In quality management, the degree of customer satisfaction for a given product may be measured in the form of the loss to society. This loss is formulated as a function of the deviation from the target for each of the product's quality characteristics. The greater the variability of uncontrolled factors during manufacturing or production the larger will be that loss. In this paper, we develop a form of the loss function that takes into account the variability of a production process, the decision loss, and the costs of sampling and inspection. Specifically, we consider monitoring a production process, which may undergo continuous mean shift and variance deterioration during a production run. We then examine decision rules for continuing production or stopping and adjusting the production process.     

The Effects of Information Overload on Software Project Risk Assessment*

Managers are responsible for providing effective information technology governance of the software development process. Ineffective governance leads to serious resource misallocations and negative consequences concerning Sarbanes‐Oxley compliance. In order for managers to make informed decisions about software development projects, they often need more information than is available through normal information channels, that is, they need an in‐depth review of the at‐risk project. Such in‐depth reviews, however, are costly. Hence, accurate identification of at‐risk projects for in‐depth review is critical to management's ability to govern. This research considers how two factors, information load and time pressure, affect the quality of the project‐selection process. We examine quality by observing the decision strategies involved and then relating these strategies to subsequent decision making. An experiment was conducted with experienced information systems auditors using a combination of policy‐capturing and computerized process‐tracing techniques. The participants in our study cope with information overload by accelerating their decision‐making process and adopting noncompensatory decision processes. Contrary to prior research, our process‐tracing analysis suggests that participants rarely filter information, thus implying that decision makers are unable to process all the information. Coping by resorting to noncompensatory strategies did not decrease decision quality unless combined with accelerated information processing. Participants also increase their weight on the software project risk factors that they repeatedly access and that they view for longer periods of time. The theoretical contributions and practical implications regarding what actions managers can take to reduce the negative impact of information overload are discussed.