Marketing Cluster Seminar: Professor Tracey Danaher

7 September, 2015 - 10:30 to 12:00
Room S402, Social Sciences Building (Building 24)

The seminar is open to all academics and research students. Please encourage your RHD students to attend.

PLEASE NOTE: The seminar will NOT be followed by lunch for faculty afterwards as Prof. Danaher has to go to the airport.

Professor Tracey Danaher (Monash University)

Tracey has published articles in the Journal of Marketing, Journal of Service Research, International Journal of Forecasting, Journal of Advertising, European Journal of Marketing, Journal of Services Marketing, Managing Service Quality and Journal of Consumer Marketing, among others.  Her research interests are focused in the area of services marketing and media planning, including service quality and satisfaction, the economic and social outcomes of services, relationship development, co-creation in service contexts, and advertising research. She has a particular interest in transformative service reserach and health service research. She is the Academic Director of the Australian Centre for Retail Studies at Monash University. Tracey serves on the Editorial Board of the Journal of Service Research and European Business Review. She is a Global Faculty Member of the Centre for Service Leadership at Arizona State University. Tracey has presented her work at leading international conferences and has received several academic awards including the ANZMAC Best Paper Award (2003), the Emerald/EFMD Outstanding Doctoral Research Award in Services Management (2005), the ANZMAC Emerging Researcher of the Year Award (2008), and the Services Science Forum Best Paper Award (2009). Tracey has successfully won several national grants including an ARC Linkage Grant and 2 ARC Discovery Grants, and several industry grants.

Abstract:

Although retailers invest millions of dollars in redesigning, refreshing, and remodeling their stores, it is unclear that such large investments are worthwhile. Prior research indicates that remodeling has only a short-term effect. However, a hitherto unexplored area is its effect on those who visit the store for the first time after it is remodeled (new customers) versus those who had visited before the remodeling (existing customers). This study contrasts the effect of store remodeling on new and existing customers in two field experiments with stores that underwent a major remodeling. Treatment and control stores are used in both experiments. We measure sales before and after the remodeling for new and existing customers; and in one store, we also measure customers’ psychological responses. In both cases, sales increase after the remodeling effort. However, sales for new customers are significantly higher than for existing customers after the remodel, and this difference persists for a year. Higher sales to new customers are mostly due to more new customers being drawn to the remodeled store, their higher spend per visit, and their subsequent increased visit frequency.