NAMA Endowed Professor of Hospitality Business Michael McCall writes Office Hours, a bi-weekly column about current issues facing hospitality professionals. The latest issue discusses value propositions. “What are you offering that others do not?” asks McCall. The article, featured on MarketScale, is a brief dialogue on the topic.
“Today, I touched upon a couple of areas where focusing on the value proposition offered to customers is likely to impact revenue in the form of customer retention and/or increased business and consumer choice,” McCall wrote.
McCall earned his Ph.D. from Arizona State University and has held academic positions at Ithaca College and Cornell University. His research focuses on the role of customer reward programs, loyalty, rebate programs, and consumer behavior. He currently serves on the editorial boards of Journal of the Academy of Marketing Science, the Cornell Hospitality Quarterly and the Journal of Hospitality and Tourism Research. His work has been funded by the National Institutes of Health and the Center for Hospitality Research and has appeared in the Journal of Applied Psychology, Cornell Hospitality Quarterly, Journal of Socio-Economics, and the International Journal of Hospitality Management.