COMPLIANCE IN MARKETING
Compliance in marketing is an important concept to consider in marketing strategy. It aims at analyzing the interactions between consumer and service providers. The theory creates a fundamental analysis on how important a coalition between the two named factors contributes towards positive marketing strategy. Through analyzing three marketing articles, the reader will have a clear picture on what compliance in marketing will perpetuate.
Reviewing the journal “Towards an Alternative Framework of Call- Centre Management” by Kasabov and Cunha, the main argument in this article is based on power control and power relations. In the current generation, call centers have managed to solve many issues raised by customers, as there are many service attendants (Russell 2008). Power relations are vital in determining how service interactions occur in a market structure. In any transaction, communication is a necessity. The service providers find the best alternative to help their customers achieve the best. However, through research done on two Brazilian call-centers it is evident that marketers contribute a lot in the gap created between the service providers and consumers (Kasabov and Cunha, para.1). The findings show that, most service providers have more control over their consumers indirectly, and this creates a gap between the consumers and service providers.
Dellande and Nyer, have a different opinion in that public compliance is most vital towards consumer compliance. In this case, the consumers are expected to follow instructions given by the service provider for successful service delivery to be achieved. For example, if a consumer wants to lose weight and asks for the services of a gym instructor, then she must comply with the rules in order to achieve her ambition. This will avoid complaints shifted on one side, to either the consumer or the service provider. The concept behind this theory is to identify if a constant meeting by consumer and service provider on a more frequent basis is good or bad in sustaining interactions. Therefore, Dellande and Nyer in their article “Using Public Commitment to Gain Consumer Compliance” shows that a consumer needs more motivation and encouragement in to comply with set rules given with a service provider (Dellande and Nyer, 2007, p.1).
Reviewing another article by Dellande, Gilly and Graham, suggests that service providers have a major role in sustaining consumer compliance. The article “Gaining Compliance and Losing Weight: The Role of Health Service Provider in Health Care services”, clearly depicts that, service providers should ensure they motivate their customers all the time. The manner in which a service provider handles the consumer will entirely show result to the health outcome of the patient and success achieved by the organization (Dellande, Gilly and Graham 2004, p.79). The research also proves that a service provider expert who is always patient with the customer, and motivates the client usually helps the client attain her goal. Therefore, when a service provider, helps a client achieve her goals then the consumer becomes satisfied with the services provided and the business always stays alive. These three articles have different methodologies they use to describe compliance in marketing and what roles the consumer and the service provider should play to maintain a good relationship. A balance should always be between the two to create harmony in activities done.
When talking about methodology, it addresses the issue on how a researcher’s validity is measured. In such a case, the aim of the methodology is to answer two questions. This includes how data was collected and how it was analyzed (USC libraries: The methodology n.d. para.). The methodologies used by researchers in the three named articles included data collection sampling, designs and data analysis procedures. Each article gives a different view on how methodologies were used to relate to compliance in marketing.
Kasabov and Cunha used methodologies to come up with their findings. The design of their research involved having interviews with some of the employees. Interviews enhanced a one on one talk with the employees from the two selected Brazilian call centers. In addition, there were structured interview questions for those who feared to reveal information on a face-to-face meeting. The design helped in determining the impacts of power control either by customers or by service providers when recovering interactions in a business. The insiders’ point of view on power control suggests that it is important for the service providers to control their customers build an enhanced relationship. Customers tend to be so demanding when given the opportunity to have a one talk with service providers. Therefore, through call centers, the service providers have an opportunity to dominate and give the rules to be followed for business to succeed. However, on the consumers’ side, they find it so unfair to comply with those rules. This is because; they have no opportunity to express themselves well concerning their problems. Some service providers tend to be rude if the consumers do not follow what they say. Data was collected by interviewing the service
The analysis covered a series of literature review that showed importance of call centre’s interaction and how to recover service interactions that seem fallen. A conclusion was draw that service providers have inadequate knowledge on the impacts faced by power control during social interactions. Knowledge in marketing is scarce and affects the contribution made by service providers on solving customers. In addition, the marketing literature does not support the argument given by service providers on their nature of control over consumers to a get an audience (Meltzer 2001). However, consumers are believed to be equally important in sharing the power to enhance compliance. The analysis also showed that the idea of power control in marketing needed to be tested to confirm its applicability by affirming the need of interviewing specific call centers (Kasabov and Warlow, 2010). Basing on interviews and observations made while collecting data, the authors argue that service providers use various methods of power control over the consumers. The methods are inform of scripts and call structures that are extensive which consumers find ridiculous to follow. This reduces the desire to collaborate while asking for assistance and conflicts may occur between the service provider and consumer.
Dellande and Nyer had a different look on compliance in marketing. Their research was based on public commitment and its importance in achieving a targeted goal. They wanted to know how important public commitment could enhance compliance in marketing. The design of data collection involved a 3 by 2 fractional design that would address three aspects. These include impacts of high public commitment, low public commitment and impacts of no public commitment. Those involved were 102 students undertaking an online marketing course. The online course was recommended, as it would clearly indicate the relevant relationship between public commitment and compliance behavior.
The analyses evaluate all the three factors on public commitment. When all students had undertaken the exercise on the various public conditions, the results showed that those who had high public commitment spent more time online (385 minutes) than low public commitment (335 minutes). In addition conditions on public commitment accessed using print was found to be less effective by subjects on high public commitment (5.23 lectures), than subjects of low public commitment (7.52 lectures). This statistical data summarizes that managing public commitment aims at motivating compliance to achieve a targeted goal. In case of weight loss, those customers with high public commitment register a higher degree of compliance than those with low or no public commitment. In addition, those with low level of public commitment took a long time to comply with the rules given to them and it affected their target goal in loss of weight.
Finally, Dellande, Gilly and Graham based their research on how service providers could sustain consumer compliance and make business a success. The design of their research involved caring out a statistics on how compliance is related to weight loss. The nature of this test was to evaluate how consumers would comply with given instructions outside the health services service in order to maintain a complete life style change and keep healthy. Data was gathered by interviewing service providers and some customers in different weight loss clinics. A further secret observation program was included to identify the mode of compliance the customers while they were out of the clinic.
The analysis taken showed that, most service providers play a huge role in motivating their customers to reach their target. An expert trainer will know the right exercises that will fit a specific customer. In addition, he will give guidelines that will be easier to follow and help the customer to comply to them to be satisfied with the outcome. Some trainers do not do follow ups and are only interested in the money they receive. Therefore their customers, will be less motivated and in the end fail to attain their goals.
When comparing these three articles the research problems are all directed towards attaining compliance in a market strategy. Both the service provider and the customers play a role in compliance maintenance to achieve a certain goal. Neither the service provider not the consumer should over power the other. Instead, a common balance on how to communicate will help the two subjects achieve a common goal. When Dellande, Gilly and Graham used the concept of weight loss they wanted to confirm if consumers are disciplined enough to follow the orders given. It also affirmed that experts were in a better position to motivate the consumers and in the end, that motivation would sustain a consumer’s compliance. In addition, Dellande and Nyer concept on public commitment gave positive result stating that high public commitment would ascertain compliance by the consumers who would eventually meet their target. This proves that a public show would make a participant willing to comply much more with the rules to achieve the targeted goal to avoid embracement. In every organization, there are always rules to be followed. In addition, for them to be achieved, the responsible subjects are held responsible for the business outcome (European commission competition: compliance matters n.d., p.8). Therefore, as said by Kasabov and Cunha, service providers should have the knowledge on how to handle their clients as directed in their manuals.
Even though these articles address a common concept of compliance there is a bit of contrast revealed, Kasabov and Cunha put emphasis on knowledge attainment by service providers on how to practice what they have on paper. This is a major challenge that creates gap between compliance management by service provider and consumer. On the contrary, Dellande, Gilly and Graham, suggest that service providers are more responsible for enhancing consumer motivation in order for them to comply and meet their goals. Doing a follow up will motivate the consumer who will feel more obliged to gain work harder and meet her target in losing weight. Lastly, it is important to note that public commitment is efficient in achieving a goal. A person who publicly acknowledges her problem will be in a better position to comply with the rules given. This is because she will get support from many people to help her achieve the level of satisfaction she wants. Therefore, consumer orientation should be considered while undertaking a service if the company wants success to follow and sustainable development of the organization (Lee et al 2010, p.1).
Reference List
Dellande, S Gilly, M & Graham, J 2004, Gaining compliance and losing weight, Journal of Marketing, 68, 78-91.
Dellande, S & Nyer, P. 2007, Using public commitment to gain customer compliance, Advances in Consumer Research, 34, 249-55.
European commission competition: compliance matters n.d., viewed 10 November 2012,
<http://ec.europa.eu/competition/antitrust/compliance/compliance_matters_en.pdf>
Kasabov, E & Cunha, A 2014, Towards an alternative framework of mall-centre Management, European Journal of Marketing. (forthcoming).
Kasabov, E. and Warlow, A. (2010), “Towards a new model of ‘customer compliance’ service provision”, European Journal of Marketing, Vol. 44, pp. 700-29.
Lee et al 2010, The relationship between consumer orientation, service value, medical care service quality and patient satisfaction: the case of a medical center in Southern Taiwan, viewed 10 November 2012,
<http://www.academicjournals.org/ajbm/pdf/pdf2010/Apr/Lee%20et%20al.pdf>
Meltzer, M. (2001), “A customer relationship management approach”, Journal of Database Marketing, Vol. 8, pp. 232-43.
Russell, B 2008, Call centres: a decade of research, International Journal of Management Reviews, Vol. 10, pp. 195-219.
USC libraries: the methodology n.d., viewed 10 November 2012,
<http://libguides.usc.edu/content.php?pid=83009&sid=615865>
