Please use this identifier to cite or link to this item: https://doi.org/10.1016/j.ejor.2004.04.050
DC FieldValue
dc.titleEfficiency, effectiveness and productivity of marketing in services
dc.contributor.authorKeh, H.T.
dc.contributor.authorChu, S.
dc.contributor.authorXu, J.
dc.date.accessioned2013-10-09T03:25:43Z
dc.date.available2013-10-09T03:25:43Z
dc.date.issued2005
dc.identifier.citationKeh, H.T., Chu, S., Xu, J. (2005). Efficiency, effectiveness and productivity of marketing in services. European Journal of Operational Research 170 (1) : 265-276. ScholarBank@NUS Repository. https://doi.org/10.1016/j.ejor.2004.04.050
dc.identifier.issn03772217
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/44056
dc.description.abstractHow can a service firm right-size marketing expenses and yet strive to maximize revenue? This paper represents the first attempt to model these efficiency and effectiveness issues using a 49-unit Asia-Pacific hotel chain as illustration. We employ a triangular DEA model with total expenses (controlling for number of rooms) as the raw input, marketing expenses as intermediate output/input and revenues from room rentals and F&B as final outputs. We infer that efficiency tails off when more than 12% of the budget is expended on marketing activities. In terms of effectiveness, we find that all the units rated as relatively inefficient can accrue increasing returns to scale in revenues from marketing activities. By contrast, in the productivity stage linking the raw inputs to the revenues, we observe mostly decreasing returns to scale. Our results highlight the crucial role of marketing in service organizations. © 2004 Elsevier B.V. All rights reserved.
dc.description.urihttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1016/j.ejor.2004.04.050
dc.sourceScopus
dc.subjectData envelopment analysis
dc.subjectEffectiveness
dc.subjectEfficiency
dc.subjectMarketing
dc.subjectProductivity
dc.subjectServices
dc.typeArticle
dc.contributor.departmentDECISION SCIENCES
dc.description.doi10.1016/j.ejor.2004.04.050
dc.description.sourcetitleEuropean Journal of Operational Research
dc.description.volume170
dc.description.issue1
dc.description.page265-276
dc.description.codenEJORD
dc.identifier.isiut000233109700018
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