Campus Digest

Two business scholars win Best Paper Award in top international conference

17 Jul 2017

Dr Henry Fock is honoured to win the Best Paper Award with Professor Flora Chiang at the prestigious international marketing conference Dr Henry Fock is honoured to win the Best Paper Award with Professor Flora Chiang at the prestigious international marketing conference
Dr Henry Fock is honoured to win the Best Paper Award with Professor Flora Chiang at the prestigious international marketing conference

 

Professor Flora Chiang of the Department of Management and Dr Henry Fock, Head of the Department of Marketing, won the Best Paper Award at the recent 50th Academy of Marketing Conference held at the University of Hull in the UK. Their co-authored paper won in the category of track services and customer relationship management.

 

Entitled “The Influence and Rewards and Shared Vision on Customer-Oriented Behaviour and Service Quality”, the paper applied an inventive angle to study how a shared vision within an organisation contributes to its services and customer relationship efficiency and effectiveness. 

 

Contrary to the literature suggesting that intrinsic job factors such as job characteristics enhance employee motivation, the study’s findings suggested that extrinsic rewards (e.g. pay satisfaction) are more effective than intrinsic rewards (e.g. job satisfaction) in influencing customer-oriented behaviours (COB). In addition, the findings indicated that managerial actions that promoted COB will be important for full realisation of the potential benefits of COB. Encouraging employees to become more customer-driven requires more than just rewards. It also requires that employees develop and embrace a shared vision.

 

The Academy of Marketing Conference is an annual event notable for the excellence of the scholars that it attracts from worldwide. This year, the Conference was hosted by the Business School of the University of Hull with the theme “Freedom Through Marketing: Looking Back, Going Forward”.