Workshop Series: Kay Lemon
Companies today are experiencing an increase in customers reaching out to them with ideas. Little is known about how companies should respond when customers voluntarily contribute ideas. This research highlights how a basic company acknowledgement functions to increase customer satisfaction, word-of-mouth, and future advocacy intentions. A specific acknowledgement for an idea used by a firm has a significantly greater positive influence on the idea giver than a generic acknowledgement. Conversely, when a company rejects an idea, it is better to provide a vague acknowledgement. This research introduces the concept of face management by showing that when customers reach out with an idea, companies’ responses have a major influence on the customers’ ability to save face. A clear result of face-enhancement is an increase in customer satisfaction, word of mouth, and future advocacy intentions. Finally, we also propose and test two methods for negating the negative face-threat of rejecting an idea: (1) creating a group identity and (2) giving a logical excuse.
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Katherine (Kay) Lemon holds the Accenture Professorship and is a Professor of Marketing in the Carroll School of Management. Professor Lemon’s main areas of research expertise are customer management, customer equity, and the dynamics of customer-firm relationships. Her two new areas of research are investigating (a) how firms should manage customer feedback and (b) how to improve consumer financial decision-making. Her research appears in leading marketing journals including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and the Journal of Service Research. She received the Early Career Contributions to Marketing Strategy Research Award recognizing her contributions to field of marketing strategy, the Elsevier Research Scholar of the Year Award (2008) and has received several best article awards for her research, including the 2009 Sheth Foundation/Journal of Marketing Award, given each year to the article that has made long-term contributions to both the theory and practice of marketing.
Professor Lemon is the editor of the Journal of Service Research. She also serves on the editorial boards of the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Interactive Marketing, Journal of Relationship Marketing, and Service Business: an International Journal. She has authored three books: Customer Equity Management: Marketing Strategy for Profitable Customer Relationships (with Rust and Narayandas), Wireless Rules: New Marketing Strategies for Customer Relation-ship Management Anytime, Anywhere (with her father, Fred. Newell), and Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy (with Rust and Zeithaml) which received the first annual American Marketing Association Foundation AMA-Berry Book Prize recognizing the top marketing work for innovative ideas and overall impact on marketing and related fields.
At the Carroll School, Professor Lemon teaches undergraduate and graduate courses focusing on Customer Relationship Management, Customer Equity and Marketing Strategy. Kay has consulted with and taught senior executives at leading global companies including Eli Lilly and Company, Liberty Mutual Insurance, Timberland, IBM, Pearson Education, ING, Siemens Corporation, Citigroup, HSBC, Ingersoll-Rand, Ericsson, Cabot Corp., Copernicus Marketing, and the US Office of Thrift Supervision. Before joining the Carroll School, she taught at the Harvard Business School and Duke University.
She is an Academic Fellow for the Center for Services Leadership, and serves on the International Academic Advisory Panel for the Institute of Service Excellence at Singapore Management University. She is also an Academic Trustee for the Marketing Science Institute. Previously, Professor Lemon served on the Board of Directors of the American Marketing Association and on the Academic Council of the AMA. She recently served as a member of the Provost Advisory Council at Boston College. Professor Lemon received her Ph.D. from the University of California, Berkeley. Prior to her academic career, Kay held industry positions as Vice President of Marketing for a new high technology venture in Silicon Valley, and Senior Western United States Field Director of Marketing for a for-profit health care concern.
Kay can be reached at email@example.com.