Module: Consumer Research / Topic: Compliance
Introduction
This essay analyses and comments on the research and methodological processes, used by Dellande and Nyer (2007), Dellande, Gilly, and Graham (2004), and Kasabov and Warlow (2009) as they examine the concept of Customer compliance as a marketing theory. For instance, Kasabov and Warlow study examines a fundamental marketing theoretical framework of customer control in corporate entities and particularly the role of call-centers in attracting and maintaining customers (30). In order to find out the essence of customer control in corporate entities and marketing in general, Kasabov and Warlow carry out an empirical study using observation and interview methods in two Brazilian call-centers, basing their research on center operatives, managers, and supervisors (31). Equally, Dellande, Gilly and Graham explores the theory of compliance based on health care services, examining how customers comply in order to lose weight and the relevance of compliance in the entire marketing realm (78). The study tests empirically the import of customer compliance in the conceptualization of health care services for customer-successful results (78). Dellande and Nyer investigate public commitment’s role is the acquisition of consumer compliance for long-term services, by carrying out a study that manipulates three levels of public commitment. This essay critically evaluates the methodologies of these articles separately, reflects on the research problems thereto assessing them vis-à-vis their methodologies and findings, and compares the articles in terms of their methodological approaches.
Critical Evaluation of each Article’s Methodology
Kasabov and Warlow (2009) research employed a direct and open observation and semi-structured interviews in ascertaining the essence of service interactions and exertion of customer control in two Brazilian call-centers. The research setting and method of data collection used by Kasabov and Warlow started with interviews of 11 supervisors, 3 call-centre managers, and 19 operatives in the 2 centers that were operating in telecommunication sectors and in the utilities. In the interviews, a team of researchers was using various topics and research questions to guide them in interviewing promptly the needed areas within a period of two weeks. The study also carried a set of interviews on 21 customers as a model of testing the findings acquired from the inside company interviews. Moreover, within this period, the researchers were able to observe openly how operatives, supervisors, and managers endeavored to control customers during various interactions. Data collected in Kasabov and Warlow article covered over 900 pages that included internal reports, company documentation and literature, PowerPoint presentations, memos, performance data, email correspondence, entries in reflective statements, and log journals. In analysis of this data, Kasabov and Warlow transcribed the data and assigned codes and descriptive phrases in an endeavor to carry out a comparative process that structured data according to various interviews, testing for convergence and divergence of information found. Moreover, the codes assigned to each data consider various themes and a comparison undertaken across the studies in the levels of operatives, supervisors, and managers in the sequence retrieved. In this methodology however, it is probable in the article that, the interviews dwelt so much in asking about the company’s history of employment, company’s human resource management, and company training, rather than giving much emphasis on the company’s policy towards customers.
The research method used by Kasabov and Warlow (2009) is credible and reliable since interviews and observations are proven scientific qualitative research methods. I believe that these qualitative research methods are viable for this research since, they are flexible to the responses of respondents while trying to create a link between the conceptual theories from the review of literature and actual data on the ground. Credibility of the research design is achieved by basing their approaches on an interpretative research philosophy that draws out meaning or truth from facts. I was able to follow step-by-step the research method, and consequently was able to understand the underlying meaning of the results Kasabov and Warlow (2009) obtained. The research made use of logic, methodological principles and theory instead of making use of mere interpretation to get results. This I find necessary since it eliminated many biases and inference Kasabov and Warlow would have introduced to the study.
Dellande, Gilly and Graham’s study provides an empirical examination into the implication of compliance in health care services and in particular losing weight, correlating and demonstrating how the concept of compliance is fundamental in consumer satisfaction and the entirety of marketing (78). Dellande et al. have used data obtained from service providers as well as customers who have been receiving services in a weight loss clinic, assessing the role of providers in attaining customer compliance (83). The basic research methodology employed by Dellande et al. is based on a comprehensive program known as Lindora Comprehensive Weight Control where customers are guided by nurses under supervision in three phases; metabolic adjustment, weight loss, and lifetime maintenance (83). Data was collected using questionnaires where patients and nurses were asked to complete them while the study also interviewed a small group of patients and nurses, as well as obtaining archival data (Dellande et al. 83). Moreover, the study measured perceptions of customers regarding providers, while nurses were also required to give their credential, as well as reporting years of their experience in weight loss and nutrition in general (Dellande et al. 83). Dellande et al. tested compliance using a nine-item scale using the questionnaires given to the patients (84). The scale examined whether the patients were visiting the clinic as instructed, whether they kept a daily schedule of the weight loss program, and whether they were able to follow the directives of the nurse regarding the program (Dellande et al. 84). The study used a statistical method known as PLS structure equation modeling to determine the relationships that are probable between the used model variables (Dellande et al. 84). Furthermore, Dellande et al. research out a qualitative analysis using the interview data while using a systematic approach in articulating to analytical scale of comparing findings in relation to quantitative outcomes (84).
Conversely, Dellande et al. study carried indeed an in depth research on the essence of compliance on both the service providers and the consumers. The study used lucid research methodologies and succinct ways of collecting data as well as articulate models of analyzing findings that depicted the essence of compliance in marketing. The research assumption in this article focuses on the positivism approach. As evidenced in the information and descriptions above, this article analysis concentrates more on the strength of the argument and its usefulness. The analysis has concentrate more on the positive side just to give it a backup and attest to the strength with the arguments. This does not mean that flaws in the theory presented by Dellande are intentionally sidelined. The method used in compiling and analyzing data is effective and more workable. In other words, when the method adopted is effective, the whole process automatically becomes successful.
Dellande and Nyer (2007) study attempts to investigate how using public commitment can necessitate gaining of customer compliance, focusing on long-term services such as e-learning (249). The design of Dellande and Nyer methodology incorporates a 3 times 2 factorial model that manipulates three main sections of public commitment which include low, high, and median split in order to produce two sections of low and high (SNI) (250). The methodology used 102 students studying online marketing, an introductory course in assessing how public commitment can agitate a behavior of paper conservation and thus compliance of these students (Dellande and Nyer 250). In this case, the research was rooted on examining the essence of technology in agitating a paperless society, examining whether public commitment can motivate online use and necessitate students to comply with e learning. Thus, Dellande and Nyer research assigned students randomly with the conditions of low, high, and no public commitment and subjects put informed of being under compulsion to conserve papers in favor of electronic working (250). There were six measures of being susceptible to normative influence and two of the significance of conserving papers and questions asked whether one strongly agreed or strongly disagreed with the influence. Conversely, although Dellande and Nyer’s research was relevant in developing the theory of compliance rooted on the participation of the public in establishing commitment, using variables such as papers had in my opinion a diminutive implication since students in the current technological world preferred electronic work rather than paper work. The research assumption for this article entailed the critical realism. In this sense, the articles analysis exposes all the facts and the flaws within the argument presented by the author. However, more emphasis entails questioning some of the approaches provided and suggesting better ways of carrying out certain tasks more effectively. As such, all the information provided within the article is significant. However, the negatives of the approach presented by Dellande downplay his effort but rather to make them even better and effective.
Comparison and Reflection on Research Problems vis-à-vis Methodology and Findings
In Kasabov and Warlow research, a fundamental problem oscillates around the role various corporate entities play in controlling customers and ensuring compliance. Indeed, there is a fundamental need for inside providers in a business entity such as operatives, supervisors, and managers to play a critical role in maintaining customers using the concept of compliance. Such compliance as examined by Kasabov and Warlow should involve how well service providers are able to handle customer complaints by assuming a compliant environment that will be finally become adoptable by the customers (30-50). Note that, the customer complaints are issues that can likely send away customers if not well managed and as such, using the concept of controlling customers can probably bring about customer compliance. Equally, Dellande et al. research ultimately significant in articulating to the essence of compliance in marketing, owing to its correlation of a patient’s compliance in loss weight and non-adherence to medical directives. In this case, the problem of patient or customer non-adherence to provided services and products is injurious to the wellbeing of a consumer. In this sense, the essence of compliance is depicted, and albeit essential to the consumer, a corporate entity or service provider will benefit from promoting the wellbeing of a customer. In Dellande et al.’s article, the issue of non-adherence to directives from service providers indicates the potential effects a consumer will face and as such, creating a viable ground in which customers will develop a compliance perspective to the professional advice of a service provider. Similarly, Dellande and Nyer’s research exonerates the effects of non-compliance to new technologies such as paper wastage. The main problem augments regarding the role the public can play in agitating compliance to issues that are likely to produce positive outcomes in service provision. The methods used by both studies have endeavored to provide empirical evidence regarding the tested subjects. The findings of the studies demonstrate critically the role of customer control and compliance in general in the field of marketing.
Conclusion
Conversely, by influencing customers to comply with a company’s policies and rules of service provision, a corporate entity is likely to cut down the costs of operation and instead providing partly pre-designed customer experiences that can be accepted by the majority of a company’s customers. Notably, certain levels of discipline and governing of customer behavior has proved to be key to the successful operation of most businesses, and as such, marketing has a fundamental role in revitalizing the concept of compliance. Significantly, compliance does not entail or imply coercing or forcing customers to behave in a certain manner against their will, but creating an environment in which they tend to be rewarded with a higher-level service or low price if they are willing to comply with pre-set company systems and processes of interactions. Compliance entails the adherences to a set of rules, morally agreed upon by society and which are codified and enforced by the higher authority or an institution. Thus, this governing behavior of customers using restrictions and disciplining is advantageous to business entities and as such, affects all stages of service provision and interactions and as a marketing theory, companies ought to invest efforts to achieve customer compliance.
