Four essays on the integration of revenue management and customer-centric marketing

University of Technology Sydney. Faculty of Business.The concurrent use of customer centric marketing (CCM) and perishable asset revenue management (RM) practices in capacity constrained service firms can negatively influence customer demand because the contradictory outcomes of the two systems might be perceived as unfair. This thesis establishes why and how the simultaneous employment of CCM and RM practices causes fairness concerns, negatively affects customer demand, and hinders the aim of revenue maximisation. We propose a conceptualisation embedded in expected utility theory and develop a model of customer choices which accounts for fairness judgements. According to this model, purchase decisions for services are based on the utility evaluation of service offerings and their prices. This evaluation is, in turn, influenced by fairness coding of these service offerings relative to attribute-specific reference points. The rationale underlying this coding phase is anchored in the justice and fairness literature and theories of behavioural decision making. Findings from focus group research and stated-preference choice experiments with airline passengers and hotel guests empirically confirm the existence of a reference-dependent fairness adjustment component in customers’ utility assessments in addition to utility directly generated from product attributes. Fairness related comparisons to reference points and resulting gains or losses apply not only to price, but also to product attributes induced by RM and CCM induced attributes. In accordance with prospect theory, we confirm that losses generally weigh more than gains. Customers who are exposed to comprehensive CCM practices, represented as members of frequent traveller programs, are most susceptible to perceived fairness, and have a lower willingness to pay than their counterparts. The preference coefficients for CCM and RM attributes obtained from conditional logit choice models, as well as the preference coefficients for attribute specific fairness adjustments, are then applied to predict how the attractiveness of flight or hotel options changes if a firm adapts its RM strategy to customer segments with differing levels of profitability. Predicted changes to choice probabilities, and subsequently demand and revenues, demonstrate the superiority of an integrated CCM-RM approach with segment-specific RM and suggests potential revenue increases of up to 33.15%

Do Loyalty Program Membership and Status Levels affect Service Customers' Choices?

This paper examines the effects of loyalty program membership as such, and impending upgrade or downgrade to a different status level, on customer brand preferences for flights and hotels. The results show that members have a significantly higher brand preference for their respective airline or hotel group than non-members, and those close to a change in status level have an even stronger brand preference compared to those who are not, which is also reflected in their willingness to pay. The empirical findings illustrates the ability of frequent traveller programs to affect purchase choices if the customer fears that earned status benefits are about to be lost

Infrared spectroscopy of phytochrome and model pigments

Fourier-transform infrared difference spectra between the red-absorbing and far-red-absorbing forms of oat phytochrome have been measured in H2O and 2H2O. The difference spectra are compared with infrared spectra of model compounds, i.e. the (5Z,10Z,15Z)- and (5Z,10Z,15E)-isomers of 2,3,7,8,12,13,17,18-octaethyl-bilindion (Et8-bilindion), 2,3-dihydro-2,3,7,8,12,13,17,18-octaethyl-bilindion (H2Et8-bilindion), and protonated H2Et8-bilindion in various solvents. The spectra of the model compounds show that only for the protonated forms can clear differences between the two isomers be detected. Since considerable differences are present between the spectra of Et8-bilindion and H2Et8-bilindion, it is concluded that only the latter compound can serve as a model system of phytochrome. The 2H2O effect on the difference spectrum of phytochrome supports the view that the chromophore in red-absorbing phytochrome is protonated and suggests, in addition, that it is also protonated in far-red-absorbing phytochrome. The spectra show that protonated carboxyl groups are influenced. The small amplitudes in the difference spectra exclude major changes of protein secondary structure

Simultaneous quantification of 12 different nucleotides and nucleosides released from renal epithelium and in human urine samples using ion-pair reversed-phase HPLC

Nucleotides and nucleosides are not only involved in cellular metabolism but also act extracellularly via P1 and P2 receptors, to elicit a wide variety of physiological and pathophysiological responses through paracrine and autocrine signalling pathways. For the first time, we have used an ion-pair reversed-phase high-performance liquid chromatography ultraviolet (UV)-coupled method to rapidly and simultaneously quantify 12 different nucleotides and nucleosides (adenosine triphosphate, adenosine diphosphate, adenosine monophosphate, adenosine, uridine triphosphate, uridine diphosphate, uridine monophosphate, uridine, guanosine triphosphate, guanosine diphosphate, guanosine monophosphate, guanosine): (1) released from a mouse renal cell line (M1 cortical collecting duct) and (2) in human biological samples (i.e., urine). To facilitate analysis of urine samples, a solid-phase extraction step was incorporated (overall recovery rate ? 98 %). All samples were analyzed following injection (100 ?l) into a Synergi Polar-RP 80 Å (250 × 4.6 mm) reversed-phase column with a particle size of 10 ?m, protected with a guard column. A gradient elution profile was run with a mobile phase (phosphate buffer plus ion-pairing agent tetrabutylammonium hydrogen sulfate; pH 6) in 2-30 % acetonitrile (v/v) for 35 min (including equilibration time) at 1 ml min(-1) flow rate. Eluted compounds were detected by UV absorbance at 254 nm and quantified using standard curves for nucleotide and nucleoside mixtures of known concentration. Following validation (specificity, linearity, limits of detection and quantitation, system precision, accuracy, and intermediate precision parameters), this protocol was successfully and reproducibly used to quantify picomolar to nanomolar concentrations of nucleosides and nucleotides in isotonic and hypotonic cell buffers that transiently bathed M1 cells, and urine samples from normal subjects and overactive bladder patients

FLOTATION MATERIALS FOR AERIAL DELIVERY OF ACETAMINOPHEN TOXIC BAITS TO BROWN TREESNAKES

Polyvinyl chloride (PVC) tubes are effective bait stations for delivering dead neonatal mice (DNM) treated with the oral toxicant, 80 mg acetaminophen, to brown treesnakes (Boiga irregularis) in accessible jungle forest on Guam. However, PVC tubes are not practical for delivery of baits to remote areas of jungle or the forest canopy. Further, it is important that baits entangle in the canopy and not fall to the ground where they can be scavenged by non-target animals such as crabs. Data from helicopter aerial deployment of untreated DNM with radio transmitters that landed on the ground in areas of high coconut crab (Birgus latro) and hermit crab (Coenobita spp.) abundance showed that 67% of DNM were taken by crabs and 11% by monitor lizards (Varanus indicus). In contrast, in low crab abundance areas crabs took 24% of the DNM that landed on the ground. It is evident from these data that a flotation system that delivers DNM to the canopy is needed; otherwise non-target animals will remove DNM, making them unavailable for snakes. Seven aerial flotation devices were evaluated. Promising aerial devices are two types of commercial cardboard paper streamers that resulted in 75% - 85% of the DNM becoming entangled in the canopy

Continued Value Creation in Crowdsourcing from Creative Process Engagement

Purpose Crowdsourcing delivers creative ideas for the issuing firm, but participants’ engagement in the creative process also creates additional benefits to firms and participating customers. To investigate if these spill-over values endure over time, this study uses data from two time points, i.e. at submission and after announcement of the contest winners, to investigate the relationship between the degree of a participant’s creative process engagement (CPE) and value creation from a crowdsourcing contest, and how these perceptions of value change over time. Design/methodology/approach Data was collected from 154 participants in a crowdsourcing contest at two time points with an online survey: at submission, and after receiving feedback (in term of rankings, rewards, and comments) from the community. Partial Least Square (PLS) path modelling was used to estimate both main and moderating effects. Findings CPE increases the perceived value of customers (social and epistemic value) and firms alike (knowledge-sharing intention and customer loyalty), though all but epistemic value decrease over time. Disconfirmation of expectations and need for recognition moderate these effects. Originality/value This paper is the first longitudinal study that helps understanding the effect of CPE on value creation from crowdsourcing across time. It also uses the theoretical lens of the honeymoon hangover effect to explain how perceived value changes. The resulting insights into the role of customer engagement in crowdsourcing contests and subsequent value creation will be beneficial to the growing research stream on consumer value co-creation and user innovation

Extended Thromboprophylaxis with Betrixaban in Acutely Ill Medical Patients

Background Patients with acute medical illnesses are at prolonged risk for venous thrombosis. However, the appropriate duration of thromboprophylaxis remains unknown. Methods Patients who were hospitalized for acute medical illnesses were randomly assigned to receive subcutaneous enoxaparin (at a dose of 40 mg once daily) for 10±4 days plus oral betrixaban placebo for 35 to 42 days or subcutaneous enoxaparin placebo for 10±4 days plus oral betrixaban (at a dose of 80 mg once daily) for 35 to 42 days. We performed sequential analyses in three prespecified, progressively inclusive cohorts: patients with an elevated d-dimer level (cohort 1), patients with an elevated d-dimer level or an age of at least 75 years (cohort 2), and all the enrolled patients (overall population cohort). The statistical analysis plan specified that if the between-group difference in any analysis in this sequence was not significant, the other analyses would be considered exploratory. The primary efficacy outcome was a composite of asymptomatic proximal deep-vein thrombosis and symptomatic venous thromboembolism. The principal safety outcome was major bleeding. Results A total of 7513 patients underwent randomization. In cohort 1, the primary efficacy outcome occurred in 6.9% of patients receiving betrixaban and 8.5% receiving enoxaparin (relative risk in the betrixaban group, 0.81; 95% confidence interval [CI], 0.65 to 1.00; P=0.054). The rates were 5.6% and 7.1%, respectively (relative risk, 0.80; 95% CI, 0.66 to 0.98; P=0.03) in cohort 2 and 5.3% and 7.0% (relative risk, 0.76; 95% CI, 0.63 to 0.92; P=0.006) in the overall population. (The last two analyses were considered to be exploratory owing to the result in cohort 1.) In the overall population, major bleeding occurred in 0.7% of the betrixaban group and 0.6% of the enoxaparin group (relative risk, 1.19; 95% CI, 0.67 to 2.12; P=0.55). Conclusions Among acutely ill medical patients with an elevated d-dimer level, there was no significant difference between extended-duration betrixaban and a standard regimen of enoxaparin in the prespecified primary efficacy outcome. However, prespecified exploratory analyses provided evidence suggesting a benefit for betrixaban in the two larger cohorts. (Funded by Portola Pharmaceuticals; APEX ClinicalTrials.gov number, NCT01583218. opens in new tab.

Feasibility of Enceladus plume biosignature analysis: Successful capture of organic ice particles in hypervelocity impacts

Enceladus is a compelling destination for astrobiological analyses due to the presence of simple and complex organic constituents in cryovolcanic plumes that jet from its subsurface ocean. Enceladus plume capture during a flyby or orbiter mission is an appealing method for obtaining pristine ocean samples for scientific studies of this organic content because of the high science return, reduced planetary protection challenges, and lower risk and expense compared to a landed mission. However, this mission profile requires sufficient amounts of plume material for sensitive analysis. To explore the feasibility and optimization of the required capture systems, light gas gun experiments were carried out to study organic ice particle impacts on indium surfaces. An organic fluorescent tracer dye, Pacific Blue™, was dissolved in borate buffer and frozen into saline ice projectiles. During acceleration, the ice projectile breaks up in flight into micron‐sized particles that impact the target. Quantitative fluorescence microscopic analysis of the targets demonstrated that under certain impact conditions, 10–50% of the entrained organic molecules were captured in over 25% of the particle impacts. Optimal organic capture was observed for small particles (d ~ 5–15 µm) with velocities ranging from 1 to 2 km s$^{−1}$. Our results reveal how organic capture efficiency depends on impact velocity and particle size; capture increases as particles get smaller and as velocity is reduced. These results demonstrate the feasibility of collecting unmodified organic molecules from the Enceladus ice plume for sensitive analysis with modern in situ instrumentation such as microfluidic capillary electrophoresis (CE) analysis with ppb organic sensitivity