Thesis development

1. Thesis development Professor Janet R. McColl-Kennedy University of Queensland AMA SERVSIG Doctoral Consortium 29 June 2006 Acknowledgement – (former PhD student) Dr Alastair Tombs UQ BUSINESS SCHOOL

2. Getting a topic • passion • sustainable • significant topic (first in field) • wow factor • sell it to advisor or advisor sells it to candidate • can I work with this person/team? • pragmatic (doable in the 3-4 years) • positioning – publishing, examiners

3. How will the thesis be examined? • sustained ability to carry out a program of research • significance (original findings) • demonstrates that candidate can undertake independent research • effectively communicate findings • publishable

4. Work habits • don’t procrastinate – 3 years is not a lot of time • “go to work” – 9am-6pm • set realistic writing targets (milestones) • daily …what I will do today? • monthly • annual • Plan to make several presentations • AMA Frontiers • AMA Summer/Winter/EMAC/ANZMAC • departmental seminars • small group – other Phds

5. Coping strategies • dealing with the red pen • Phd blues – highs and lows • seeing the supervisor • social support group

6. Confirmation document • significance • research design • research program (research questions, objectives, hypotheses, methods) • gaps in the literature • literature review • studies 1,2,3 • contributions (theoretical & practical) • glossary

7. Positioning the research • research question(s) • related literatures • read widely and deeply • what are the key gaps in the literature? • where does my work fit in? • table of key literature • key themes/theories • 5-6 key papers

8. Overall summary of literature search SERVICE OUTCOMES Satisfaction Service quality Repeat purchase Loyalty WOM Service recovery CUSTOMER RESPONSES RELATIONSHIP MARKETING Co-opting customers Part-time marketers Imaginary Organisations ATMOSPHERICS Ambient Factors Design Factors Social Factors CONSUMER INTERACTION Customer – Customer Customer – Employee Customer - Setting SOCIAL PSYCHOLOGY Social facilitation SERVICE EXPERIENCES ARCHITECTURAL CONCEPTS OF PERSON-ENVIRONMENT INTERACTION ENVIRONMENTAL PSYCHOLOGY Approach / Avoidance

9. Summary table of literature Atmospherics in service environments

10. Literature review - example Theoretical Underpinning: Previous Models • The servicescape(Bitner 1992) Employee behaviours Employee responses Environmental stimuli Atmospherics Customer responses the social servicescape Customer behaviours Moderators Physical features Specifically excludes the social aspects Cognitive Emotional Physiological Approach - avoidance

11. Theoretical Underpinning:Previous Models Employee behaviours Employee responses Environmental stimuli Atmospherics • Approach – Avoidance Theory (Mehrabian and Russell 1974; Donovan and Rossiter 1984). • Draws from the SOR paradigm • People respond to the environment through either approach or avoidance behaviours (Mehrabian and Russell 1974). Customer Affect the social servicescape Customer Behaviours

12. Theoretical Underpinning:Previous Models Employee behaviours • Social Facilitation Theory (Platania and Moran, 2001; Zajonc, 1965) • The mere presence (or absence) of others in the environment will have an effect on human behaviour. Employee responses Environmental stimuli Audience the social servicescape Customer responses Customer behaviours

13. Theoretical Underpinning:Previous Models Employee behaviours Employee responses Environmental stimuli Place Occasion Customer responses the social servicescape Customer behaviours • Behaviour Setting Theory(Barker 1968; Cassidy 1997) • The Behaviour Setting is one aspect of the environment that determines the individual and interpersonal behaviour of those withinit. • Basic unit of the environment - Place or occasion specific

14. Theoretical Underpinning:Previous Models Employee behaviours Employee responses Environmental stimuli Affective Events • Affective Events Theory (Weiss and Cropanzano 1996) • Environmental features will influence the individuals affective state by facilitating or creating affective events Customer Affect the social servicescape Customer behaviours Dispositions

15. Development of a new conceptual framework: SOCIAL SERVICESCAPE Susceptibility to emotional contagion Awareness of the emotions of others Customer’s Affective Responses Customer’s Cognitive Responses Elements of the Social Servicescape Social Density Purchase Occasion Customer Affect the social servicescape Repurchase Intentions Displayed emotions of others Customer Goals Organisational Goals Main Effects Interaction Effects

16. Research Design REVIEW OF LITERATURE Services Marketing Atmospherics Environmental psychology Social Psychology STUDY 1 RESEARCH RESEARCH APPROACH METHODS Qualitative Observation Analytic Induction Behavioural Mapping INITIAL THEORETICAL FRAMEWORK STUDY 2 RESEARCH RESEARCH APPROACH METHODS Qualitative Focus Groups Analytic Induction ADJUSTED THEORETICAL FRAMEWORK FINAL THEORETICAL FRAMEWORK CONTRIBUTION TO THEORY STUDY 3 RESEARCH RESEARCH APPROACH METHODS Quantitative Experimentation Deductive 2x2x3 Factorial

17. Research program

18. Write, write, write, write, write… • chunks of writing • it can’t be perfect first time (a sculpture!) • drafts - but practice makes perfect • templates • The aim of this chapter/paper is to ….. • What we are going to do? (aims and objectives) • How we went about it? (method – sample, approach, instrument) • What did we find? (findings) • What does it mean? (discussion theoretical and practical significance, limitations, need for further research,) • References – must be perfect! endnote

19. Write, revise, re-write, revise, re-write… • many drafts • drafts help to sharpen the focus and argument • the first draft is about getting the ideas on paper so that you as the writer can reflect on your thoughts and arguments • leave some time in between drafts • working drafts should be shown to others for comment Does it make sense? What is not clear? Does it link well together? • circle of friends

20. Templates Sample chapter • Introduction • The previous chapter…. However, …. Therefore, this current chapter…. • Objectives • The aim of this chapter is to ….. • Research Method (design, sample, analyses etc) • Results (findings, links to other research) • Conclusion • Summarize and signal what the reader should expect next

21. Remember • it’s a journey – at first it seems a long journey and I’ve got plenty of time • Stages • Optimistic • I’m never going to make it • Can’t wait to finish • keep it in perspective – it’s a PhD not a Nobel prize! • be thorough • keep focused • be persistent – test of perseverance • That’s POST DOC!